A Shift in International Travel: Focus Turns to New European Destinations

by Mia Taylor
Last updated: 3:25 PM ET, Wed February 11, 2026

Emerging destinations in lesser-known regions across Europe—including alternatives like Southern Finland and Poland—are attracting growing interest among international travelers.

It's a development that may be helping ease some of the intense demand and overtourism plaguing more well-known destinations. The emerging shift may even be creating a more "balanced distribution" of visitors, according to a newly released report from Mabrian and Data Appeal, which was presented at the 11th European Travel Commission (ETC) Annual Meeting in Estonia.

The report examined travel patterns from six key markets: the United States, Canada, Australia, China, Japan and South Korea. Forecasts from the European Travel Commission and Tourism Economics indicate that by 2029, more than 1 in 10 travelers visiting Europe will come from these six countries. What's more, by 2029, over half of visitors to Europe will come from the United States.

The analysis of travel patterns for these six countries revealed a growing appeal of a handful of northern European locations, including:

Southern Finland
Vestland, Norway
Northern areas of Spain, including Galicia
Trentino-Alto Adige, Italy
Normandy and Alsace, France

In particular, these locations are becoming an increasingly attractive alternative to more traditional destinations that have long been the first choice for summer vacations.

Central Europe grows in popularity

Another notable trend unearthed by the report is the rise in popularity of Central European destinations. That includes destinations like Croatia, alongside the increasing appeal of less crowded coastal destinations in Greece (Ionian Islands) and Türkiye (Marmara Region).

And that's not all, destinations that strongly represent European cultural heritage are also experiencing growing visitation. In this case, examples include Central Anatolia in Türkiye and Galway County, Ireland.

All of the emerging destinations share a key characteristic, the report explains. While culture remains an important part of the decision-making process for international travelers, "nature and active tourism" are also primary drivers behind the choice of these emerging alternatives.

The high-level takeaway from these growing travel patterns, according to a Mabrian spokesperson, is that there's opportunities for "territorial and seasonal tourism dispersion" of global tourists. (Which should be good news amid this era of overtourism in places like Barcelona, Venice and Rome.)

But to help further facilitate that transition, alternative destinations must provide "a comprehensive range of tourist products and services." That includes fully operational "accommodations designed to meet the preferences and needs of these long-haul travelers."

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