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Business travel in Europe - statistics & facts

Business trips and travel expenses in europe, impact of the coronavirus (covid-19) pandemic on european business travel, key insights.

Detailed statistics

Global business travel spending 2019-2020, by region

Business travel spending in Europe 2019-2020, by country

Highest-priced business travel destinations in the EMEA region Q4 2022

Editor’s Picks Current statistics on this topic

Current statistics on this topic.

Business Travel Spending

Most expensive European cities for business travel 2020, by daily hotel costs

Outbound business trips in the European Union 2012-2019

Related topics

Recommended.

  • Global business travel
  • Business travel in the United States
  • Business travel in France
  • Meetings industry in Europe
  • Digitalization of the meetings industry

Recommended statistics

  • Basic Statistic Global business travel spending 2019-2020, by region
  • Basic Statistic Distribution of travel and tourism expenditure in Europe 2019-2022, by type
  • Basic Statistic Travel and tourism spending share in European countries 2022, by type
  • Basic Statistic Business travel spending in Europe 2019-2020, by country

Business tourism spending worldwide in 2019 and 2020, by region (in billion U.S. dollars)

Distribution of travel and tourism expenditure in Europe 2019-2022, by type

Distribution of travel and tourism spending in Europe in 2019 and 2022, by type

Travel and tourism spending share in European countries 2022, by type

Distribution of travel and tourism spending in European countries in 2022, by type

Business tourism spending in Europe in 2019 and 2020, by country (in billion U.S. dollars)

Business trips

  • Basic Statistic Domestic business trips taken European Union 2012-2019
  • Basic Statistic Outbound business trips in the European Union 2012-2019
  • Premium Statistic Share of Europeans planning trips in Europe 2023, by purpose
  • Premium Statistic Leading European countries for the next business trip among European travelers 2021

Domestic business trips taken European Union 2012-2019

Number of domestic business trips taken in the European Union (EU-27) from 2012 to 2019

Number of outbound business trips in the European Union (EU-27) from 2012 to 2019

Share of Europeans planning trips in Europe 2023, by purpose

Share of European travelers planning to take an overnight trip in Europe in the next six months as of March, May, and September 2023, by purpose

Leading European countries for the next business trip among European travelers 2021

Leading European countries for the next business trip among travelers in Europe as of September 2021

Meetings industry

  • Premium Statistic Meetings industry market size worldwide 2019, by region
  • Premium Statistic Convention industry visitor spending in Europe 2019-2027, by type
  • Premium Statistic Convention industry visitor spending in Europe 2019-2027
  • Premium Statistic Estimated change in operating profits of European exhibition companies 2019-2020
  • Premium Statistic Operation of the exhibition industry in Europe 2020-2023
  • Premium Statistic Number of trade shows in Europe 2019, by industry
  • Premium Statistic Number of trade shows in selected European countries 2019

Meetings industry market size worldwide 2019, by region

Market size of the meetings industry in selected regions worldwide in 2019 (in billion U.S. dollars)

Convention industry visitor spending in Europe 2019-2027, by type

Visitor spending in the convention and event industry in Europe in 2019 and 2020, with a forecast until 2027, by type (in billion euros)

Convention industry visitor spending in Europe 2019-2027

Visitor spending in the convention and event industry in Europe in 2019 and 2020, with a forecast until 2027 (in billion euros)

Estimated change in operating profits of European exhibition companies 2019-2020

Estimated change in operating profits of exhibition companies in Europe in 2019 and 2020

Operation of the exhibition industry in Europe 2020-2023

Operation of exhibitions and trade shows in Europe from 2020 to 2022 and predictions for 1st half 2023

Number of trade shows in Europe 2019, by industry

Number of trade and public exhibitions in Europe in 2019, by industry

Number of trade shows in selected European countries 2019

Number of trade and public exhibitions in selected countries in Europe in 2019

Travel expenses

  • Premium Statistic Highest-priced business travel destinations in the EMEA region Q4 2022
  • Premium Statistic European cities with highest rise of daily business travel expense Q4 2021
  • Premium Statistic Most expensive European cities for business travel 2020, by daily cost of food
  • Premium Statistic Most expensive European cities for business travel 2020, by daily hotel costs

Most expensive cities for business tourism in Europe, the Middle East, and Africa in 4th quarter 2022, by average daily costs (in U.S. dollars)

European cities with highest rise of daily business travel expense Q4 2021

Annual change of average daily costs in selected European business travel destinations in 4th quarter 2021

Most expensive European cities for business travel 2020, by daily cost of food

Most expensive cities for business travel in Europe in 2020, by daily cost of food (in U.S. dollars)

Most expensive cities for business travel in Europe in 2020, by daily hotel costs (in U.S. dollars)

COVID-19 impact

  • Premium Statistic Predictions on the format of exhibitions in Europe 2022
  • Basic Statistic Most important issues facing the exhibition industry in Europe 2021, by country
  • Premium Statistic Opinions on resuming business travel during the COVID-19 pandemic as of April 2021
  • Premium Statistic Expected change in business travel spending over pre-pandemic levels in Europe 2022

Predictions on the format of exhibitions in Europe 2022

Expected future format of exhibitions in Europe as of December 2022

Most important issues facing the exhibition industry in Europe 2021, by country

Most important business issues facing the exhibition industry in selected European countries as of June 2021

Opinions on resuming business travel during the COVID-19 pandemic as of April 2021

Is your company planning to resume travel to the following destinations?

Expected change in business travel spending over pre-pandemic levels in Europe 2022

Expected change in travel spending over pre-pandemic levels among business travel buyers in Europe in 2022

Digitalization

  • Premium Statistic Type of fairs projected worldwide 2021, by region
  • Premium Statistic Main digital processes adopted in the global exhibition industry 2021, by region
  • Premium Statistic Main digital processes adopted in the exhibition industry in Europe 2021, by country

Type of fairs projected worldwide 2021, by region

Distribution of fairs projected worldwide in 2021, by region

Main digital processes adopted in the global exhibition industry 2021, by region

Main digital processes implemented in the exhibition industry worldwide as of June 2021, by region

Main digital processes adopted in the exhibition industry in Europe 2021, by country

Main digital processes implemented in the exhibition industry in selected European countries as of June 2021

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19 - 20 June 2024  •  London ExCeL

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WHY EXHIBIT?

Where leading suppliers in corporate travel need to be.

If you are a supplier of corporate travel services, look no further than Business Travel Show Europe, brought to you by the BTN Group, publishers of BTN (Business Travel News), Travel Procurement , The Beat , BTN Europe and organisers of over 50 face-to-face events in this sector in the USA and Europe.

Business Travel Show Europe is 100% dedicated to serving the business travel market, looking to match suppliers and buyers in a business-friendly environment which is now in its 30th year. The #1 reason buyers attend is to source new suppliers and meet existing ones .

This trade show blends a winning combination of education, supplier meetings and networking to bring together the largest gathering of corporate travel managers in Europe, hosting many of them for 3 days.

All of our buyers are 100% qualified. 

Get in touch today

Three decades of industry experience

Well established in the calendar, the show has been in play for 30 years, and comes with a pedigree of delivering a quality audience focused on finding suppliers to help deliver outstanding travel programmes.

We were the first, and remain the only trade show in corporate travel to offer a wide-ranging hosted buyer programme, bringing travel buyers from the UK and Europe to the event, offering complimentary and accommodation and a host of networking, to maximise buyers’ time and enjoyment.

business traveller europe

Leading suppliers

If you are considering exhibiting, you'll be in good company. Each year 200 of the leading brands in travel management commit their budgets and resource to exhibiting at Business Travel Show Europe, knowing they will secure a hefty return on investment. 

Watch our show highlights video to hear what our exhibitors and buyers say >>>

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Fully qualified audience

In 2024 we expect over 750 qualified corporate travel managers and travel buyers to attend Business Travel Show Europe. With 85% of the audience having buying power within their organisation, they are ready to buy.

Who will you meet as an exhibitor?

See some of the awesome brands below.

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Audience profile

Corporate travel managers, procurement professionals, and meetings and travel bookers from across the UK and mainland Europe. In 2023  19% were from SME organisations , the rest from large corporations. On average, the travel managers who came as buyers had an average travel spend of  €17.7 billion . Around 85% are responsible for purchasing travel products/services for their business. In 2023 the main industries we welcomed buyers from were tech, manufacturing, financial services and service sector companies.

business traveller europe

OF BUYERS SAID ATTENDING THE SHOW IS IMPORTANT TO THEIR BUSINESS

business traveller europe

OF BUYERS ATTENDED FOR THE FIRST TIME THIS YEAR

business traveller europe

OF BUYERS HAVE GLOBAL TRAVEL PROGRAMMES

business traveller europe

OF BUYERS ATTENDED TO DISCOVER NEW SUPPLIERS

business traveller europe

OF BUYERS SAID THEY ARE LIKELY TO RETURN NEXT YEAR

business traveller europe

OF BUYERS SAID THEY HAVE MET SUPPLIERS THEY WOULDN'T HAVE OTHERWISE MET

Average T&E spend

Number of travellers

Buyer industry sectors

Buyer industry

Tools to help you maximise your investment

Pr & marketing support, how to videos, what travel buyers said about business travel show europe 2023.

  • "It is THE place to meet current and new suppliers and buyers from all over the world, who you may not meet otherwise." Eloise Ferrara-Neched Senior Procurement Manager for Print, Travel & Events, Royal Mail
  • "It's the highlight of my calendar every year and I look forward to catching up with all my suppliers in one location over the 2 days. It's also great to check out the new technologies and suppliers and there's always a spark of innovation which I can take back to the office!" Cristina Chimenti Head of Travel, Sky
  • "Being able to dive deep into the business travel ecosystem by connecting to a wide range of business travel suppliers as well as fellow Hosted Buyers from around the world with an enormous high level of quality!" Richard Thompson III Implementation & Travel Manager TMS, dm drogerie
  • "This event is a great opportunity to meet you new suppliers and build networking as well as good option for getting knowledge of current situation in the industry." Maryana Petrash Lead of Business Travel Department, Avenga
  • "An excellent opportunity to see how this industry is changing, Technology is innovative and new tech companies are changing this landscape. Each year more innovative ideas come up. Connecting with Suppliers is key in our buyers world to strengthen relationships and help them understand our goals" Carlos Almendros Global Travel & Card Leader, Cisco Systems
  • "Ideal networking opportunities, and chance to connect with existing suppliers, and find out information about prospective suppliers." Jane Lindop Travel and Visa Coordinator, Formula E

Exhibitors confirmed for 2024 so far..

Accor Addison Lee AirPlus Airwallex Altour International Travel Amadeus American Express Global Business Travel Apex Hotels Areka Consulting ATPI Avanti West Coast Avis Budget Group BCD Travel Blacklane Booking.com for Business British Airways BWH Hotel Group Carey International China Airlines Choice Hotels CIBT CitizenM Clarasight Clarity C-Mac Partnership Ltd CoCo+ Travel Conferma Convene Cornerstone Information Systems Corporate Traveller CTM Cvent Europe Ltd CWT Delta Airlines, Virgin Atlantic, KLM & Air France DerbySoft Dwellworks easyjet

Egencia Emburse Enterprise Rent A Car FCM Travel Solutions First Transpennine Express FreeNow for Business Gray Dawes Travel Heathrow Express Hertz Hilton HQ Travel Hubli Imperial Hotels Intercontinental Barcelona International SOS JTB Business Travel Jyrney Jurys Inn & Leonardo Hotels Latam Airlines Group Limos4 LNER Lufthansa German Airlines Luxair Luxembourg Airlines Mastercard Europe SA Melia Hotels Mesh Payments Midoco Navan Nexus Vehicle Rental NH Hotels Nomadic Omega World Travel Oversee Partnership Travel Consulting Pax2pay Pink Berry Cars PointA Hotels

PredictX Priority Pass – Collinson Group Reed & Mackay Riskline Riusa Il Roomex Roomzzz Aparthotel SAP Concur Selective Travel Management Sercasa SkyTeam South Western Railway Southwest Airlines Star Alliance StayCity Ltd Sunny's Worldwide TAG Global Thon Hotels Thrust Carbon Tourvest Travel Services Travel Counsellors Travel Operations Travelogix TravelPerk Tripbam TripStax Trondent Development Corp Troop Travel Uber for Business United Airlines Unlocked Data Visa VISTA Wings Global Travel Wyndham Hotels & Resorts Yotel Zeelo

18-featuredimage

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FAQs - what companies ask before they book

What makes business travel show europe different from other trade events.

  • Presented by the BTN Group, who have been part of the industry for over 39 years and are a team that truly understands the industry.
  • The show itself has been running for 30 years, and it’s lasted so long because we know what we’re doing
  • The only event with a fully qualified buyer audience. Every buyer who registers is checked and vetted by our team.
  • Our hosted buyer programme – the first in the industry - brings travel buyers from the UK and Europe to the event, offering complimentary accommodation and a host of networking to maximise buyers’ time and enjoyment.

Can I see a floorplan?

The floorplan will be available closer to the event. Contact the sales team for any further information. CONTACT THE TEAM

Who else has booked a stand 2024?

New exhibitors sign up every day, and the online exhibitor list will be live in April 2024. We have international exhibitors that cover all areas of corporate travel. From travel management companies to airlines, hotels, ground transportation, booking tools, corporate cards, and more. 

However, you can see a list of who has signed up to exhibit in 2024 so far above on this page.

What stand packages are available?

We have a solution for every budget and KPI. If you want to make a big splash, then a space-only stand if your best option; if you’re looking for something lower-key to hold a couple of meetings, then the meeting pods of the hub could be the right place for you to start.

VIEW STAND PACKAGES

When can I start contacting buyers?

Around four weeks out from the show. Once you’ve booked, we’ll send you an email a couple of days ahead, so you know the exact time and date you can log in. Then you’ll receive an email from the diary platform with a link to log in. From then, you’ll be able to message hosted buyers and visitor buyers, manage your diary and more.

What types of buyer will I meet at the show?

Business Travel Show Europe attracts a broad spectrum of buyers every year. Corporate travel managers, procurement professionals, and meetings and travel bookers from across the UK and mainland Europe. From FTSE 500 companies to SMEs. On average, the travel managers who came as buyers had an average travel spend of €17.7 billion. Around 85% are responsible for purchasing travel products/services for their business. In 2023 the main industries we welcomed buyers from were tech, manufacturing, financial services and service sector companies.

About The BTN Group

The BTN Group (Business Travel News, Business Travel News Europe, Travel Procurement, and The Beat) is the leading global source of business travel and meeting information, news, data, analysis and research serving the $1.4 trillion business travel industry.

Our audience of corporate travel managers, procurement/sourcing executives and travel management professionals purchase/manage billions of dollars of business travel and meetings annually and they are responsible for setting travel/meeting policy on behalf of their company and organization.

The BTN Group produces over forty annual conferences, events and tradeshows creating the ideal environment for corporate travel/meeting buyers and suppliers to connect through education and networking. The BTN Group Content Solutions division produces custom webinars, research, white papers, newsletters, case studies and more for suppliers.

BTN Europe is the leading source of information, news, features, data, and research for corporate travel managers and travel management professionals. BTN Europe is published six-times annually and has a UK and EMEA circulation of 17,000 who are responsible for setting travel/meeting policy and purchase/manage business travel/meetings globally on behalf for their company and organization.

BusinessTravelNewsEurope.com is the go-to information hub for 30,000 unique visitors monthly and our twice-weekly BTN Europe Enewsletter reaches 14,000 opt-in subscribers.

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Enjoy Your Business Travel to Europe: Top Tips & Tricks

Voyage to europe in comfort.

Europe is home to several business powerhouses. Frankfurt in Germany, London in the United Kingdom, and Zurich in Switzerland are all home to international headquarters for some of the world’s most impactful organizations. 

Because Europe is home to so many fantastic business destinations, American workers find themselves traveling to these destinations for face-to-face business meetings, client introductions, and international branch management or audits. 

Restrictions from the pandemic are no longer impacting corporate travel as before, allowing more employees to undergo business voyages. If you find yourself in a position where you’re traveling to Europe for business, you might have some concerns.

This article attempts to ease some of those concerns by breaking down business travel eligibility and tips that make the journey more enjoyable. 

Don’t spend your business trip flying in Economy. The industry insiders at Business Class Experts can put you in a business class cabin at a considerable discount. Call us today to find out how affordable your next business class trip can be.  

Can You Travel to Europe on Business?

Europe is a hot-spot destination for business, with several countries serving as bastions of industrial procurement and production. Diplomatic relations in the European Union allow for open and unrestricted, visa-free travel, also known as the Schengen Area . These countries include:

  • Belgium 
  • Switzerland

In addition to these countries, several European Union member states and a handful of other European countries don’t have visa requirements for business travelers. However, travelers from the United States will still have to manually submit a business visa form and have their passports stamped by the incoming country. 

On the other hand, several countries are under the ETIAS, which requires waivers to travel on business. These waivers include a 90-day stay within any 180-day period. These countries include:

  • The United Kingdom (excluding Ireland)
  • The United States

Starting in 2024 , 59 countries that previously enjoyed visa-free travel will now require ETIAS waivers to travel for personal reasons, business, or transit. While this requirement puts a strain on visa-free travel, the application and entry process is available online, eliminating the need for manual passport examination and stamping. 

Top Tips for Traveling to Europe for Business

Some people love corporate travel, while others loathe the idea. Regardless of how you feel about it, you can make your next business trip to Europe more enjoyable in several ways. Here are our favorite tips on making the most of your next out-of-office adventure. 

Use a Travel Management Agency

International travel is challenging enough without adding business requirements and objectives to the list. That’s why many frequent business travelers utilize a travel management company (TMC) or agency. 

These agencies, like BCD Travel, handle the booking of flights, accommodations, ground transportation, and the occasional other travel services. Although these one-and-done solutions provide a limited-stress approach to global business travel, it can be a pricier way to book. 

Instead of relying on a company to handle all of your travel arrangements, Call Business Class Experts to help you find the lowest pricing on airfare. Our insider partnerships allow us to locate business-class tickets at up to half-off competing methods.  

Travel in Comfort and Style

Traveling to Europe in economy class is a fate we wouldn’t wish on our worst enemy. Having to fly for business deserves a step up in comfort and style. Business class offers improved seat improvement, even converting into a bed in some cases. Passengers also enjoy elevated menu options, more privacy, and amenities kits to arrive feeling refreshed. 

Many airlines offer work-centric amenities for business-class passengers. These amenities can include larger tray table spaces, available in-flight Wi-Fi, and power outlets for laptops, tablets, and mobile devices. 

Upgrading to first class aboard some airlines opens additional offerings that might be attractive to business fliers. These first class amenities can be private suites, in-flight social spaces, or dedicated personal assistance while at the airport. 

Upper class passengers have access to lounges at airports worldwide. Many of these lounges have bar service, food offerings, workspaces, spa showers, and high-profile business and travel news, like BTN Europe or the Wall Street Journal. 

Business class is more affordable than you might imagine. Business Class experts can help you find two-for-one business-class tickets , a friendly solution for expense management, and travel spending limits. Call us today to see how much you can save on upper-class tickets for your next business trip!   

Ensure Your Documentation is In Order

Before you depart, you will need to have all required documentation in order. That means ensuring your passport is current, visa applications (if applicable) are completed and approved, travel insurance policy documents are packed, and any other essential documents are ready. Be prepared to bring most of the following: 

  • A valid passport and accompanying personal data
  • Round-trip itinerary
  • Travel insurance policy
  • Proof of accommodation
  • Proof of financial means
  • Proof of paid visa fee
  • Cover letter
  • Letter of intent or letter of invitation 
  • Employee contracts

Depending on the arrival country, the required documents may be thoroughly examined or briefly scanned. Regardless, have your ducks in a row and be prepared for anything to happen. 

Head to the Bank

Your business trip to Europe will require money in Euros or British Pounds. Before you leave, you’ll want to plan how you will pay for things. That could be a currency exchange or a debit or credit card. 

You will need USD cash if you plan to do a currency exchange. Make a budget of how much you plan to spend on travel expenses or other items and estimate the currency exchange rate. The Federal Reserve website lets you plan the exchange rate minus transaction fees. Many airports and major banks can help you perform cash currency exchange. 

Likewise, if you plan to use your debit or credit card, make sure you don’t have any restrictions. As a general disclaimer, Visa and Mastercard enjoy more accepted establishments in Europe compared to American Express. Alert the credit company or bank of your travel plans to avoid blocked transactions.

Purchase Electronic Convertors

Much like how the metric system makes things challenging for U.S. calculations, the electric grid supports different voltages, plug shapes, and amperage ratings. That means, in order for your equipment to work, you’ll need electronic outlet converters. 

Many laptop chargers will handle the difference in power delivery when traveling to Europe. However, you will need an adaptor to fit the plug. You can find these adaptors through major retail centers like Best Buy or online through outlets like Amazon. Or, you can purchase one at your destination, but likely at an upcharge. 

Your cellphone and some mobile tablets can use USB charging; just be sure to plug into a compatible charger or platform to avoid unwanted damage to your device. You can also ask your hotel or host if chargers are available to support European sustainability efforts. 

Find Affordable Airfare to Europe with Business Class Experts

Europe is a prime destination for international business. With those close ties come business trips. While business trips are a common occurrence, there are some visa-related restrictions to research before you book accommodations and airfare. 

Once you clarify your eligibility, use a few of our insider’s favorite tips to ease the stresses of business travel. Kick-back in a business-class cabin with plenty of room to work, elevated meals, and amenity kits stuffed with essential toiletries to land refreshed. 

Flying business class doesn’t have to break corporate travel budgets, either. With Business Class Experts, you can find affordable upper-class tickets for a fraction of direct airline or TCM pricing. Call us today for the best business-class deals .  

About the author

business traveller europe

Anthony Cherkas

Started in 2009 as a dream of providing business class & first class travelers with better service, cheaper international ticket prices , and more value than any other discount business class company on the Internet.

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What Summer Travel to Europe Will Look Like This Year

By Arati Menon

Image may contain Nature Outdoors Sea Water Beach Coast Shoreline Person Aerial View Crowd and Boat

All products featured on Condé Nast Traveler are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.

With additional reporting by Sarah Allard

When travel journalist Jenn Rice decided to spend July and August in Italy and Croatia last year, she wasn’t expecting to be spending most of her time indoors. “It was very very hot, so I booked museum tickets during peak days or just lounged around in my room with a spritz and a book until the sun set.” In Dubrovnik she tried escaping to the sea for a cool dip, but everyone else had the same idea—resulting in sweaty, overcrowded beaches. “In Rome , gelato melted faster than the speed of light,” she says.

Image may contain City Urban Person and Downtown

Come summer, major attractions like the Spanish Steps in Rome are thronged by international tourists and vacationing Europeans.

Rome and Dubrovnik weren’t the only European destinations overcome with heat. To travel in Europe in the summer of 2023 was to experience first-hand a single season of contrasting extremes. Temperatures swung from hot and dry to cold and wet, and heatwaves broke out across several of the most heavily touristed destinations, with temperatures reaching upwards of 100°F. In Northern Greece, wildfires broke out —the worst experienced there in 20 years —destroying homes, forests, and vineyards.

Yet in the midst of it all, the continent also saw record-breaking tourist numbers —the highest since pre-pandemic levels—even as hotel prices swelled and airfares hit peaks. From scenic escapes like Bellagio in Como and Taormina in Sicily (where the White Lotus effect was on full display) to bucket-list cities like Paris and Madrid , much of touristed Europe was completely overwhelmed.

“We had people calling us from Athens and Rome asking us to get them out [to somewhere cooler in Europe], because it was too hot and too crowded,” recalls Jan Sortland , founder of Scandinavia specialists Norwegian Adventures.

International tourists weren’t the only ones thronging these spots. According to the European Travel Commission , most Europeans took their vacations before the peak month of August, with Italy and France being their top destinations. This resulted in packed crowds at all the major attractions. For John Canning, an LA-based executive who traveled to Paris in July, the crowds were eye-opening. “We didn’t anticipate that everything we would want to see was sold out. We only got Musée d’Orsay tickets through our concierge at a substantial premium and could not get into the Louvre full stop,” he says.

Rice says the summer taught her to plan her travel differently this year—and beyond: “I’m going to try and do coastal Italy early in May, and if I decide to travel in Europe this summer it will be either Asturias in Northern Spain or the Julian Alps in Slovenia to keep cool."

She’s not alone—according to the travel specialists we spoke with, there’s an increased interest in lesser-known destinations offering a more laid back (and cooler) holiday. “Our guests are asking after places where they can be outdoors, yet have access to wine & foodie experiences and culture. Slovenia is a great example of where you can have all that without being overwhelmed with the heat; the Dolomites in Italy is another,” says Rachael Mendizabal, Europe travel specialist at Scott Dunn . Richard Hyde, COO at Small Luxury Hotels of the World , is seeing similar trends across their European portfolio: “Guests seem to be gravitating towards alternative destinations—Milos instead of Mykonos and Slovenia instead of Spain.”

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Norway is a popular destination this summer, offering cooler weather and a myriad ways to be active outside, exploring the islands and fjords.

A big part of that shift will play into Sortland’s area of expertise: Northern Europe. With the Med getting too hot to handle, experts predict that tourism will shift northwards. “We’re seeing a lot of interest in Copenhagen and Stockholm for the cultural experience, and then onward to Norway for the nature. Currently, the fjords are still a favorite but Norway is a large country and there’s so much more to see—the Helgeland coast for example with its beautiful coastline and mountainous islands,” he says. The draw is a more moderate temperature and unique outdoor experiences. “ Iceland is a big favorite right now with the Northern lights being the most active this year from September through March,” says Mendizabal.

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Alternative Europe: How to Get Off the Beaten Path

CNT Editors

In turn, for many, the more standard city breaks will fall later in the year. “Athens and Rome will always be desirable destinations, but we’ve seen an uptick in many people preferring to go there in May and October to swerve crowds,” says Carolyn Addison, head of product at Black Tomato , noting the weather in fall has been stable lately and enticing to travelers not tied to school holidays.

With this increased flexibility, shoulder season will become tricker to define, according to Mendizabal. Thanks to hotels extending their season as demand shifts to almost year-round and the high-season pricing window getting longer, the days of “scooping a deal in September are likely over.” At Jumeirah Palace in Capri , the season now runs from March to the end of December. “Thanks to the good weather, guests are staying longer than in the past,” says Ermanno Zanini, regional vice president at Jumeirah Group, Southern Europe and United Kingdom.

Castello di Vicarello in Tuscany 's Maremma countryside has traditionally stayed open in March and November. “We're pushing the low season as much as possible because we truly believe it is a wonderful time to discover Tuscany. There is so much for guests to enjoy from hiking to mountain biking, truffle hunting, and wine tastings,” says owner Neri Baccheschi Berti.

Crucially, traveling in the shoulder and off seasons isn't just about avoiding the crowds; it’s knowing that seasonal destinations are multi-dimensional, with year-round appeal. “One of my favorite things to do in cooler weather is to hike to the peak of Mount Solaro, with its beautiful views of the town of Capri and the bay of Marina Piccola with the Faraglioni, as well as Anacapri. You also see plenty of wintering birds on the island,” says Zanini.

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Zanini adds that they are in talks with the island's municipality to consider what it would take to stay open in February and March, traditionally strictly closed off. “It's not as straightforward as you think. There’s a lot of infrastructure that needs to be geared towards the low season: restaurants need to stay open, as do shops, and guides need to be available; it can’t just be the hotel,” he adds.

However, with staying open longer, there’s a real opportunity to engage local communities year-round, not to mention stabilize the hiring pool—and improve work culture. “We’ve already seen the positive impact of a longer season for our partners on the ground and locals in the hospitality and tourism sector,” says Addison, who adds that shifts in travel seasons are far from a fleeting trend. “This pattern for more year-round travel will continue to pick up pace in 2025—and beyond," she says.

Travel specialists are quick to point out that even with some of this rebalancing, summer this year and next will continue to see high demand for travel to—and within—Europe. According to Hayley Berg, chief economist at Hopper, while airfare remains higher than at this time in 2019, 40% of all searches for international trips this summer are to Europe, in line with last year and slightly higher than in 2019.

“Sure, we think that traveler numbers on the Côte d'Azur will smooth out through the year, but summer will certainly remain the festive season—only it will be longer,” says Lucie Weill, owner of wellness retreat Lily of the Valley near St. Tropez , which sees its faire share of packed streets and crowded beaches come summer. Weill adds that the hotel has seen success in extending its season.

For travel specialist Cari Gray of Gray & Co . late requests and a lack of flexibility could mean getting turned away because of a lack of availability. “Whether it’s a visit to the Vatican or dogsledding in Alaska , access is going to be very difficult. And there are only that many high-end lodges in Lapland ,” she says. Addison offers the example of Lake Como , where the best properties can often get booked up a year or two in advance during the busiest summer months. “Knowing that the top hotels and guides are getting booked up and that weather disruptions are increasingly unpredictable, clients who want to commit to the most popular summer hotspots in Europe, like the Greek islands and Sardinia are securing their bookings a year out.”

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The Balearic island of Menorca is a charming escape with its rocky coves, white-sand beaches, and green rolling hills.

Ultimately, it’s not about giving up on all the places you love: just about pivoting, even if within the same country. “Why not Menorca instead of Mallorca, with its explosion of fantastic hotels and its great beach front, or Epirus in Northern Greece on the Albanian border with its Stone villages, old-growth forests, and truffle hunts instead of the islands," says Gray.

"In Italy we’re always pushing to discover new areas, even in regions that we’ve been exploring for decades like Tuscany and Umbria because new hotels are opening up regularly,” says Courtney Mundy , a travel specialist at experiential travel experts Butterfield & Robinson.

And, a word of caution for the rising favorites: “Smaller destinations in Iceland & Norway will really need to consider how to manage the higher number of visitors than ever before,” says Addison. “Parts of Iceland are overtouristed,” agrees Sortland, “so, it’s not unreasonable to think that smaller communities in Norway could eventually be at risk, too.” Whether it's through new tourist tax regimens or limits on cruise ship day-trippers to reduce crowding, a shifting tide will need more alert local governments—and as we’re swapping beaches for the mountains or Rome for Stockholm, more responsible travel habits that leave fewer traces behind.

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Fly Delta business class to Europe for the holidays from $2,522 round-trip

Y ou can save big on Delta Air Lines business-class travel to Europe right now. Prices for nonstop flights from New York City to prized destinations in Greece, Italy and Spain are on sale, and the availability is unusually good.

Almost every route in this latest sale includes the Delta One cabins on the airline's new A330-900neo jets, which have lie-flat suites with memory foam cushions, as well as excellent food and drink options. The Barcelona and Madrid itineraries use Delta's retrofitted 767 jets; they still offer lie-flat seats, but the planes aren't quite as fresh as the cabins on the A330s.

The travel window stretches from July 2024 — peak summer travel time in Europe — all the way until February 2025. The best prices and the greatest availability we saw were for winter flights, and unlike many fare sales, holidays are included. So, if you're looking to take a break from hosting family for Thanksgiving or Christmas, you're in luck.

Related: Delta One Suites review on the Airbus A330-900neo

Deal basics

Airline : Delta.

Routes : New York City to Greece, Italy and Spain.

How to book : Browse Google Flights, then book directly with the airline.

Travel dates : From July through February; holidays (Thanksgiving, Christmas and New Year's Eve) are included for some routes.

Sample flights

This sale includes nonstop flights from John F. Kennedy International Airport (JFK) to:

  • Athens International Airport (ATH)
  • Josep Tarradellas Barcelona-El Prat Airport (BCN)
  • Adolfo Suárez Madrid-Barajas Airport (MAD)
  • Milan Malpensa Airport (MXP)
  • Rome Fiumicino Leonardo da Vinci Airport (FCO)

I used Google Flights to scour for the best prices, because I find the interface more user-friendly than Delta's site. I started with Spain and found flights in late summer from JFK to BCN for $2,522 round-trip.

To give you an idea of how good a deal this is, Google Flights says this route usually costs about double the price.

You can fly nonstop from JFK to MAD for $2,526 round-trip.

We found this price on several itineraries in November and early 2025.

You can also save big on a late-summer jaunt to Italy. We found seats from New York City to Milan in late July and August for $2,541.

That's an excellent price, and since it's on Delta's A330-900 jets, you get to enjoy the latest and greatest Delta One product.

It can get really hot in Italy in August, but it might be worth taking this flight — it offers a large discount on a lie-flat seat across the Atlantic.

August also has the best prices to fly in style to Rome. We found business-class seats from New York City to Rome for $2,553.

We told you earlier that this sale included travel over the major holidays. If you want to spend Thanksgiving in Italy, you can book business-class seats from New York City to Rome for $2,766.

There is one caveat: This is the one route we saw to Italy in this sale where Delta uses a Boeing 767 instead of one of the newer Airbus A330s. Still, that's a fantastic price.

What about Greece, you ask? We found decent availability around Thanksgiving for flights to Athens for $2,630 round-trip. The same price was also available in December, making it a good option for a family vacation during the holiday break.

Related: 10 things no one tells you about ... Athens, Greece

Maximize your purchase

When you book this deal or any flights, be sure to use a credit card that earns bonus points on airfare purchases, such as:

  • Chase Sapphire Preferred® Card : 2 points per dollar spent on travel
  • American Express® Gold Card : 3 points per dollar spent on airfare when booked directly with the airline or through amextravel.com
  • The Platinum Card® from American Express : 5 points per dollar spent on airfare when booked directly with the airline or through American Express Travel (on up to $500,000 of these purchases per calendar year, then 1 point per dollar)
  • Citi Premier® Card ( see rates and fees ): 3 points per dollar spent on airfare
  • Chase Sapphire Reserve® : 3 points per dollar spent on travel

Bottom line

This is a good time to enjoy rare savings on business-class seats to Greece. And if you book your trip in the fall, you'll be able to enjoy the endless antiquities and sites when there's nice weather and sparse crowds.

Related reading:

  • Here are the best current credit card welcome offers
  • 7 things to understand about credit before applying for a new card
  • How to apply for a credit card
  • What is APR on a credit card?
  • How to check your credit score for free

Editorial disclaimer: Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, airline or hotel chain, and have not been reviewed, approved or otherwise endorsed by any of these entities.

Delta One Suite

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European cities hope jet-setting Taylor Swift fans will splash the cash for Eras tour

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Fares fall as Australian air travel returns to pre-Covid capacity, Flight Centre says

  • Taylor Swift
  • Travel & leisure
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Want to see the next total solar eclipse in 2026? An expert recommends booking travel now.

  • 2026 will be Europe's first total solar eclipse in 27 years.
  • Travelers worldwide will likely head to Spain, Iceland, and Greenland for the event.
  • A hotel expert encouraged travelers to start planning and booking their trips now.

Insider Today

It'll be two decades before the next total solar eclipse hits the US .

Another option: hop on a plane to Europe and turn the 2026 total solar eclipse into a viewing vacation.

Eclipse cartographer Michael Zeiler at GreatAmericanEclipse.com told Space.com that up to 3.7 million people likely traveled for the solar eclipse on Monday.

HotelPlanner's chief communication officer, Philip Ballard, told Business Insider that the eclipse was a major revenue generator for many cities. For places like Austin, Texas, and Rochester, New York, it could have created $1 billion in revenue, Vox reported.

"I would say the total solar eclipse has become a global phenomenon," Ballard said.

Ballard added that the next solar eclipse , which will pass through Iceland, Greenland, and Spain on August 12, 2026, could result in similar tourism and revenue influxes.

And if travelers are considering a trip to Europe for the solar eclipse, Ballard recommends planning your trip now.

Determine your eclipse viewing destination

According to Space.com , 2026 will be Europe's first total solar eclipse in 27 years. Its path will go through Greenland, parts of western Iceland, and northern Spain.

Choosing where to watch the eclipse will be a tough and important decision for travelers.

Iceland and Greenland have some positives. These regions will experience longer totality times, so viewers can watch the eclipse longer. Plus, the sun will be higher in the sky, so finding a spot to watch the eclipse will be less challenging, Space.com reported.

The downside is that these regions are more likely to be cloudy, according to the outlet.

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While parts of Spain are likely to offer clearer skies, the eclipse's timing will be shorter and closer to the horizon, which means travelers will need to plan and track down a viewing location with unobstructed views of the western horizon, Space.com reported.

Regardless of the destination, according to the outlet, one bonus is that the strongest meteor shower in the Northern Hemisphere will happen the following night, so travelers can pack two events into one trip.

Book flights and hotels far in advance

Ballard encouraged people to book their hotels in their destination of choice as far in advance as possible.

"You should start looking now and booking hotels now because those cities in the path are already going to be at peak season," Ballard said.

Ballard said it's similar to when a Super Bowl city is determined or a Taylor Swift tour date is announced — you immediately see spikes in bookings. He predicts hotel occupancy rates will hit near-record highs, and room prices may double around the solar eclipse date.

Ballard's general rule of thumb is to book international travel at least three months in advance, but since this is such an anticipated event, booking earlier is smart. His advice is to start discussing plans with friends and family. If you decide on a destination, book a refundable room to keep your options open if plans change.

Regarding purchasing a plane ticket, a study from Expedia states that international travel's sweet spot is at least six months in advance.

According to Expedia, travelers who book six months in advance save an average of 10% more than travelers booking within two months or less.

Skip the hassle of planning altogether and book a solar eclipse tour

Another option is to let a tour operator do the work for you. A handful of tour companies have seen the increased interest in the solar eclipse and launched tours designed around the event.

These tours will have predetermined locations to view the eclipse, hotel blocks reserved, and itineraries highlighting both the region and the eclipse.

However, these can sell out quickly. For example, Space and Telescope created an 11-day tour of Spain around viewing the 2026 solar eclipse. The tour has already sold out as of Wednesday, and the waitlist is full.

Other operators, such as Wilderness Travel and Eclipse Traveler, have similar itineraries for the total eclipse in 2026.

Watch: A small Australian town was treated to a rare hybrid solar eclipse

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