A notable shift in vacation trends is emerging as the summer season approaches. Instead of flocking to Europe’s iconic hotspots like Paris, Rome, or the Amalfi Coast, travellers are increasingly exploring secondary cities such as Brussels, Munich, and Zurich. This new summer travel trends for 2024 is also highlighted in fresh data from Chase Travel, underscoring a significant change in the preferences of modern vacationers.
Soaring Prices and Heatwaves Drive Change
The motivation behind this shift is multifaceted. Soaring prices in popular Mediterranean destinations are a major factor. According to Virtuoso, a luxury travel adviser group, the average luxury room rates in Europe have surged to over $1,700 in 2023, nearly double the $900 average of 2019. These rates are expected to climb by an additional 9% this summer. Misty Belles, Virtuoso’s vice president for global public relations, notes that this price surge is pushing travellers to seek better value in less frequented destinations. For instance, a Google Hotels search reveals that five-star hotels in Brussels are available for less than $500 in early June, compared to approximately $900 in Paris.
The Appeal of Cooler Climates
Another compelling reason for this trend is the record heatwaves that have plagued Europe, last year marked the continent’s second-warmest year on record, with temperatures soaring to 118F in places like Sardinia. In contrast, cities further north, such as Zurich, with its pleasant average highs of 75F, offer a much-needed respite from the heat. This climatic appeal, coupled with fewer crowds, is making these northern destinations increasingly attractive.
Reason for The Latest Shift in Summer Travel Trends for 2024
Belles also emphasizes that the overcrowding in popular tourist spots last summer has contributed to the shift. Europe was not only hot but incredibly crowded, leading many to seek quieter, more comfortable locations. Virtuoso reports a significant increase in bookings to destinations like the Netherlands (up 33%), Austria (up 31%), and Germany (up 26%).
Exploring Europe’s Fastest-Growing Destinations
Chase Travel’s data highlights several cities experiencing substantial growth in tourism. Brussels tops the list with a 73% year-on-year increase, followed by Munich (63%), Zurich (59%), and Warsaw (55%). Even Amsterdam, despite its efforts to curb mass tourism with a “stay away” campaign, ranks fifth with a 54% increase.
Extending the Travel Season
For those still drawn to traditional favourites despite the challenges, Rebecca Masri, founder of the luxury travel app Little Emperors, suggests travelling after Labor Day. According to Masri, the European summer season now extends into September, providing an opportunity to enjoy popular destinations like Italy and Greece without the peak-season drawbacks.
Conclusion
As travellers navigate the evolving landscape of summer vacations, Europe’s secondary cities are proving to be the unexpected stars changing the summer travel trends for 2024. Offering a blend of affordability, comfort, and a reprieve from the crowds and heat, these destinations are capturing the imagination of those looking to explore Europe from a fresh perspective. Whether it’s the charming streets of Brussels, the vibrant culture of Munich, or the serene beauty of Zurich, these cities are set to redefine the European summer travel experience.