Overseas travellers are increasingly redirecting demand toward lesser-known European regions, a trend highlighted in new Mabrian and Data Appeal research presented at the ETC Annual Meeting.
Summary: New research from Mabrian and Data Appeal, presented at the European Travel Commission’s Annual Meeting in Pärnu, shows overseas travellers from six long‑haul markets are helping redistribute tourist demand to emerging European regions and easing peak‑season pressure on traditional hotspots.
New analysis by Mabrian and Data Appeal, unveiled at the European Travel Commission (ETC) Annual Meeting in Pärnu, finds that overseas travellers are playing a growing role in spreading visitor flows across Europe. The research focuses on demand from six long‑haul markets — Australia, Canada, China, Japan, South Korea and the United States — and shows these source markets are increasingly considering lesser‑known regions as part of their itineraries.
ETC meeting highlights intelligence from long‑haul markets
Officials and industry experts at the ETC event stressed the need for data‑driven strategies to make European tourism more resilient and evenly distributed. The report analyses how demand from the six overseas markets can be leveraged to support strategic tourism development in alternative destinations across the continent.
“Our Annual Meeting in Pärnu is about making European tourism future-ready. We’re delighted to welcome Mabrian and Data Appeal to bring the latest intelligence from key overseas markets. These timely insights will help destinations stay competitive and deliver more balanced value – across regions, seasons and stakeholders,”
Air connectivity and long‑haul capacity trends
Air connections from the six markets to European destinations strengthened in 2025, supporting the shift. Overall available direct seats from these overseas markets rose by 5.2% that year, improving access to a wider range of regions.
- United States: more than 36.4 million available seats in 2025
- Canada: 8.7 million seats
- China: 6.8 million seats
- Capacity growth was notably strong from China, Japan and Australia
Demand shifting beyond traditional hotspots
Although established regions such as Lazio, Tuscany, Andalusia, Catalonia, Île‑de‑France and Attica still attract significant numbers, they accounted for 32.2% of total overseas stays in 2025. The report finds growth is accelerating in alternative and cooler‑climate areas, and smaller coastal and inland destinations are gaining visibility among long‑haul travellers.
- Northern and cooler regions: Southern Finland, Vestland (Norway), Galicia (Spain), Trentino‑Alto Adige (Italy), Normandy and Alsace (France), Northern Portugal
- Central Europe: Croatia and Poland
- Less crowded coasts: Ionian Islands (Greece) and Marmara (Türkiye)
- Cultural identity draws: Central Anatolia (Türkiye) and Galway County (Ireland)
Seasonality and visitor timing advantages
The analysis highlights that overseas visitors are generally less focused on the July–August peak, often preferring shoulder seasons. This counter‑seasonal behaviour is especially marked among Asian markets and presents an opportunity to smooth demand and make better use of capacity outside peak months.
“Overseas demand is becoming a powerful engine for diversifying European tourism,”
Visitor profiles and accommodation preferences
Travel party composition and lodging choices vary by origin market. Couples are the dominant party type for travellers from the United States, Canada and Australia, while solo travel is relatively common among Japanese and South Korean visitors. Business travel to emerging destinations is also notable among Chinese visitors.
- Business travel share: China 16.5% | Japan 10.5% | South Korea 9.4%
- Accommodation: Americans and Japanese show highest shares of five‑star stays
- Four‑star hotels are most popular with Australian and Japanese visitors
- Canada, the United States, China and South Korea show similar demand for three‑ and four‑star properties
“These data clearly highlight the opportunities for both territorial and seasonal tourism dispersion,”
Implications for destinations and the travel industry
To capitalise on shifting long‑haul patterns, the report recommends that alternative destinations develop full visitor offerings—transport links, varied accommodation, cultural and nature experiences—and promote shoulder‑season travel. Strengthening direct connectivity and tailoring products to long‑haul traveller preferences can help these regions capture higher‑value and more evenly distributed tourism income.
What this means for travellers and the industry: for destinations, the trend provides a pathway to relieve pressure on overcrowded hotspots and extend the tourism season; for travel businesses and policymakers it underscores the value of investing in connectivity, diversified product portfolios and shoulder‑season marketing to attract long‑haul visitors. So what? Travellers can expect more choices and less congestion in Europe’s emerging regions, while industry stakeholders have a clear signal to adapt offers and infrastructure to capture redistributed demand.
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