As the Europe travel season heats up, advisors are noticing clients opting for a wide range of destinations, the most popular of which include Italy, Croatia, Ireland, Portugal, Slovenia and Switzerland, along with Rhine River cruises.
“Italy continues to be incredibly popular this year, which has been a bit surprising given the Jubilee Year and higher-than-usual prices,” said Faith Sproule, owner of Niche Travel Group. “But even that hasn’t deterred our clients — many are more excited than ever to experience Italy in 2025.”
Richard Turen, managing director of Churchill & Turen, agreed.
“Clients choose it for no other reason than, ‘We have not been there for 24 months,’” he said.
Tranquil Landscapes, Active Travel
Croatia’s culture and stunning coastline is of great appeal to many travelers. (Source: Claudette Covey)
Graham Carter, co-founder and chief commercial officer of Unforgettable Travel Company, says countries such as Croatia are also gaining in popularity, offering rich UNESCO-listed heritage and stunning coastlines as compelling substitutes.
Based on client feedback and booking patterns, Carter’s agency has observed two emerging trends.
“First, there is a clear desire among travelers for space, tranquility and the opportunity to disconnect from the crowds,” he said. “Clients are increasingly drawn to destinations that offer a sense of escape and serenity, which is why we believe Tuscany is still the destination of choice, with its idyllic countryside.”
Second, he said, there is a noticeable shift toward more active travel, with a growing interest in turning private hiking experiences into itineraries.
Slovenia and Switzerland
“This has led to a rise in demand for destinations such as Ireland, Switzerland and Slovenia, which combine cooler climates with diverse and scenic landscapes,” Carter said.
In the case of Slovenia, Carter said bookings for the destination have increased by a whopping 286% year-over-year.
“This surge strongly indicates a growing appetite among travelers for emerging and lesser-known destinations,” he said. “While Slovenia may not boast the same volume of UNESCO-listed sites as some of its neighboring countries, it more than compensates with its breathtaking landscapes, pristine lakes and an increasingly recognized wine region. These attributes appear to resonate with travelers seeking a sense of escape and authenticity.”
Similarly, Turen of Churchill & Turen says both Slovenia and Slovakia are emerging with cognoscenti who wish to be ahead of the curve.
“Croatia is hot because, as my wife once said, it is ‘like Italy after the cleaning folks have left,’” he said.
Portugal, Ireland and the Rhine
Meanwhile, Jason Hedrick, director of vacation travel for CI Azumano Travel, is finding that Portugal is top of mind with many travelers this year.
“Unlike many other European destinations, Portugal still has the feel of an undiscovered gem, with a combination of historical charm, gastronomic delights and authentic experiences,” he said
Furthermore, the country is not as crowded as destinations such as Barcelona and Madrid.
“Clients are looking for experiences in travel these days, and destinations that allow you to get to some more authentic, local experiences are key,” he said.
Rhine River cruises are drawing significant numbers of travelers. Pictured, A Viking Longship on the Rhine River. (Source: Viking)
Sproule of Nova Scotia-based Niche Travel Group says Ireland and Rhine River cruises are the most sought-after 2025 European destinations her agency is seeing, in addition to Italy.
“Ireland and Rhine River cruises are really resonating with our clients thanks to the convenience of great direct flight options from Halifax and the availability of outstanding river cruise experiences,” she said. “Both offer unique cultural and scenic attractions without the 97 degree temperatures of southern Europe.”
Turen is actually advising his clients to completely avoid major southern European cities in June, July and August, though he knows this advice may not resonate.
“The fact is, even the most affluent travelers often have no choice but to do Europe when it is least enticing,” he said. “Given school and work schedules, I am, I suppose, more surprised by the number of sophisticated travelers who won’t or can’t select undiscovered portions of Europe. The tourism data in the ‘still undiscovered’ portions of Europe suggests that it is Europeans who are in search of new destinations.”
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