Intercontinental travelers are choosing new European destinations, thus contributing to the dispersal of tourism

Emerging European destinations, located in lesser-known regions such as northern Italy, Spain and Portugal, southern Finland, and Poland, are attracting growing interest from intercontinental travelers, boosting the seasonal and geographical dispersion of European tourism. As a new study by Mabrian and Data Appeal, presented at the European Travel Commission (ETC) Annual Meeting in Pärnu, Estonia, reveals, these destinations are attracting more demand from long-haul markets, driven by nature experiences and during the shoulder seasons, thus contributing to a more balanced distribution of visitor flows.

This report reveals the emerging destinations for intercontinental demand to European countries (1), identifying the fastest growing regions among demand from Australia, Canada, China, Japan, South Korea and the United States, and the patterns and trends that European tourism can leverage as strategic opportunities.

“Our annual meeting in Pärnu aims to prepare European tourism for the future. We are delighted to have Mabrian and Data Appeal, who provide up-to-date data intelligence on key foreign markets, which will help destinations maintain their competitiveness and generate more balanced value across regions, seasons, and different stakeholder groups,” explains Menno Van IJssel, representative of the European Travel Commission.

According to official forecasts from the European Travel Commission and Tourism Economics!, by 2029, 1 in 10 visitors to European destinations will travel from one of the six intercontinental markets included in this analysis, and half of them will be Americans, in a scenario where air capacity continues to grow.

During 2025, available airline seats on direct flights from these transoceanic markets to European destinations (2) grew by 5.2%, making them more accessible to long-haul demand. The United States, with more than 36.4 million available seats on flights to European destinations, is the best-connected intercontinental market, followed by Canada (8.7 million seats) and China (6.8 million). Air capacity has been strengthened from Asian markets, especially from China and Japan, which increased last year by 12.3% and 9.2%, respectively; as well as from Australia (59.4%), which still has limited seat availability to Europe.

Beyond the traditional tourist routes: Alternatives and hidden gems in Europe's most popular destinations

The preferences of intercontinental markets follow a similar pattern to global demand for Europe. The European regions that generate the most interest among these markets are iconic destinations in Italy (Lazio, Tuscany, Lombardy, Campania, Veneto, and Sicily), Spain (Andalusia and Catalonia), France (Île-de-France), and Greece (Attica): in fact, these 10 regions represent almost a third (32.2%) of all intercontinental traveler stays in European destinations in 2025.

Mabrian's data shows that the destinations experiencing the greatest growth in intercontinental demand reflect several distinct trends. First, the North is gaining appeal, whether it be regions in Northern European countries (such as southern Finland and Westland in Norway), or destinations in northern Spain (Galicia), Italy (Trentino-Alto Adige), France (Normandy and Alsace), and Portugal (Northern Region). These are all attractive alternatives to more traditional destinations, traditionally associated with summer holidays and warmer temperatures.

Another notable trend is the rise in popularity of Central European destinations, including regions in Croatia and Poland, as well as less crowded coastal destinations in Greece (Ionian Islands) and Turkey (Marmara Region). Finally, destinations that faithfully reflect European cultural heritage, such as Central Anatolia in Turkey and County Galway in Ireland, are also experiencing growing interest from these source markets.

All these emerging destinations share a key characteristic: while culture remains a common motivation for intercontinental travelers, nature and active tourism are the driving forces behind the growing interest in these alternatives. Thus, “intercontinental demand is becoming a powerful engine for diversifying European tourism,” emphasizes Carlos Cendra, Marketing and Communications Director at Mabrian.

Redistribution strategies to take advantage of less seasonal demand

Analysis of the profile of travelers from transoceanic markets reveals a moderate trend toward non-seasonal demand. This means that these travelers tend to avoid the peak months (July, and especially August) and show a preference for the shoulder seasons. This demand pattern is most evident among travelers from Asian markets, which translates into opportunities for destination promotion and for planning capacity to avoid the summer season.

Regarding the types of travelers visiting these emerging destinations, Americans, Canadians, and Australians primarily travel as couples, as is the case with European travelers. In contrast, solo travelers are a significant segment of the Asian market: a larger proportion of Japanese and South Koreans travel alone to these destinations, followed by couples, highlighting distinct and specific behaviors in each source market. The demand from solo travelers is significant even considering that 16.5% of Chinese travelers, 10.5% of Japanese travelers, and 9.4% of South Korean travelers visit these emerging destinations for business.

Regarding hotel category preferences, the largest proportion of guests staying in 5-star accommodations are Americans (5.7% of the total) and Japanese (5.3%). Markets such as Canada, the United States, China, and South Korea show similar percentages of travelers choosing 3- or 4-star hotels, while 4-star accommodations are the preferred option for Australians and Japanese.

“These data indicate clear opportunities to promote tourism diversification, both geographically and seasonally,” says the Mabrian spokesperson. “To capitalize on intercontinental demand trends and redistribute visitor flows beyond the peak season and the most frequented regions in Europe, it is essential that these alternative destinations offer a wide range of tourism products and services, including open and operational accommodations, that meet the preferences and needs of these long-haul travelers.”

Source: Mabrian.