Fall, Spring – 'Golden time' for European tourism

Tourists are starting to shift their travel to Europe during the low season because of the pleasant weather, reasonable prices and avoiding crowded places.

Lake Como, Italy is one of the famous summer tourist destinations in Europe. (Source: Shutterstock)

European summers are getting hotter, costs are rising and many destinations are overcrowded, forcing tourists to switch to spring and fall. This trend allows them to avoid harsh weather and crowds and enjoy Europe when it's cool and affordable.

Off-season travel trends

Off-season travel is reshaping travel habits and the airline and hospitality industries. Europe is expected to continue to welcome large numbers of American visitors. Those not tied to academic schedules are choosing fall to avoid the heat and crowds of summer.

Data from Delta Air Lines (USA) shows that demand to Europe has shifted strongly to the low season after the Covid-19 pandemic. President Glen Hauenstein said that the summer “peak” is decreasing, while the low season is becoming more stable.

Not only American airlines, many European airlines also benefit from “off-season” tourism. EasyJet (UK) recorded a sharp increase in demand outside of peak season, with the summer season extending to October, opening up the possibility of making a profit in the last quarter of the year, which is usually loss-making.

Europe's tourism industry is seeing a shift in low season. (Source: Tribune News)

In Greece, Aegean Airlines (Greece) achieved positive results thanks to increased arrivals to Athens and Thessaloniki from October to December. Chairman Eftichios Vassilakis said that warmer winters due to climate change stimulated demand; in November 2024 alone, international arrivals increased by 24%, tourism revenue increased by 45% to 618 million euros, and American visitors increased spending by 78%, accounting for nearly a fifth of total spending that month.

The accommodation sector is also picking up. AirDNA (USA) said that demand for short-term accommodation rentals in Europe increased sharply in the fall; in October 2024, the number of nights booked increased by 18% compared to the same period last year and 31% compared to October 2019. Many tourists take advantage of low prices to choose high-end real estate, making the peak summer season only a small proportion of total annual demand.

The trend of off-season travel reflects the adaptation of the European tourism industry to harsh climates. In recent summers, wildfires forced evacuations and the Acropolis in Greece was closed due to record heat, causing September bookings to exceed August.

According to Ben Colbridge, product and commercial director at UK adventure travel company Exodus Adventure Travels, temperatures above 40°C make walking, cycling and cultural tours in July and August difficult to sell, forcing customers to find cooler spots in Scandinavia or switch to more pleasant months. The company has extended its operating season from April to the end of October and is even considering adding southern Europe to its November itinerary, but low-season air capacity remains a barrier due to reduced flight frequencies and high ticket prices.

Portugal's Douro Valley is a UNESCO World Heritage Site thanks to its viticultural traditions that have contributed to shaping and preserving the cultural landscape. (Source: Shutterstock)

For this trend to be sustainable, coordination between airlines, hotels and ancillary services is needed, as well as coordination with local communities to reduce pressure on infrastructure and the environment, turning off-peak tourism into an attractive and accessible option.

Expand your appeal

Keeping services and infrastructure open longer outside of peak season is a major challenge for the European tourism industry.

When the season ends, many seasonal employees quit, and if there are not enough customers, restaurants, transportation services or tourist attractions have little reason to continue operating.

To overcome this, the European Tourism Commission recommends prioritizing employee retention through flexible working schedules, short-term contract extensions or end-of-season incentives to ensure service quality.

In parallel, resorts need to diversify their products to attract visitors, instead of relying solely on sunbathing facilities. Cultural activities, nature exploration, sports and health care are considered the key to expanding tourist appeal.

Autumn in Scotland is dotted with the hazy purple hues of heather. (Source: Shutterstock)

Some companies have already taken the initiative. The German Tui Group sponsors marathons in Rhodes, Majorca and Cyprus during the low season to attract active tourists. In addition, if school summer holidays were more flexible, families would have more opportunities to arrange trips in the spring or fall, contributing to a more even distribution of visitors throughout the year.

Experience Sicily in late October with its deserted beaches and still-warm waters, demonstrating the special appeal of the low season. This option helps to ease the pressure of overcrowding in the summer, while maintaining vibrant tourism activities in the normally quiet months – the foundation for sustainable development of the industry.

The rise of low-season tourism in Europe shows that the industry is finding new ways to navigate the harsh climate and growing pressure of overcrowding. As travelers shift their itineraries to more pleasant experiences, airlines, accommodation and destinations are forced to adapt.

If there is synchronous coordination between parties from adjusting crops, diversifying products, ensuring human resources to improving infrastructure, this trend can completely become a sustainable growth driver, bringing long-term benefits to both tourists and the European tourism industry.

Source: https://baoquocte.vn/mua-thu-mua-xuan-thoi-diem-vang-cua-du-lich-chau-au-324413.html