The landscape of hospitality is being reshaped, with one in two travelers seeking authenticity away from mass tourism, and the overwhelming majority—two-thirds—are shifting their getaways to the shoulder or off-season.
At the same time, tourism in Europe is shifting toward a model based on new values and aspirations centered on authenticity, sustainability, and a meaningful connection to destinations, as well as engagement with local communities and environmental protection.
The above data come from a new study by the European Travel Commission (ETC), which outlines the profile of the responsible European traveler, based on different behaviors and with the aim of helping to optimize the marketing strategies and product development of National Tourism Organizations.
The analysis identifies five profiles: the “Off-beat Destination Seekers,” who avoid crowds; the “Gen Z Remote Adventurers,” who combine travel with work; the “Hassle-free Holidaymakers,” who prioritize comfort; “Impact-aware Travelers,” who are highly environmentally conscious; and “Eco-responsible Explorers,” the most environmentally conscious audience.
The findings show that 64% of Europeans are already adopting at least one responsible behavior, demonstrating a strong intention to travel and a willingness to spend significant amounts. Specifically, 8 out of 10 are planning a trip within Europe, and 4 out of 10 expect to spend more than 1,500 euros. These are travelers who opt for alternative destinations, longer stays, and more frequent off-peak travel.
For example, the 51% focuses on less popular destinations and the 10% on more remote areas, while their trips are more carefully planned, with the 50% opting for stays of more than seven nights and the 67% traveling during the shoulder or off-season, thereby contributing to a better distribution of tourist flows.
This trend extends to different types of travel: 22% opt for sun-and-sea vacations, while 15% opt for city trips, cultural experiences, and activities close to nature, and 10% opt for wellness trips. At the same time, the key criteria for choosing a destination remain consistently safety (45%), reliable weather conditions (35%), attractive offers (30%), and the hospitality of the locals (28%).
At the same time, the issue of overcrowding is highlighted, with 25% expressing concern about the large number of visitors and 26% consciously preferring less crowded destinations. It is interesting to note that only 15% reports being concerned about the personal environmental footprint of their travels.
«European tourism is evolving not only in terms of trends but also in terms of values, reflecting a clear shift toward more conscious travel choices. This translates into a new demand landscape, where experience and quality play a decisive role in shaping tourism value. In this environment, it is crucial for destinations to be able to effectively respond to travelers» changing expectations and strengthen their long-term competitiveness through more sustainabledevelopment strategies,” emphasizes Konstantinos Triantafyllis, general manager of the tourism marketing strategy firm MINDHAUS, which contributed to the implementation of the survey.
The analysis is based on responses from approximately 24,000 Europeans who participated in the ETC’s rolling survey, “Monitoring Sentiment for Intra-European Travel (MSIET),” during the period from October 2024 – March 2026.
N. Kazantzidou
