Published on
October 24, 2025
As the winter months approach, European travelers are shifting their preferences towards destinations that offer mild climates, fewer crowds, and a safe environment. This trend, which was already evident last winter and continued throughout the summer, seems to be gaining further momentum in 2025. According to a recent large-scale survey conducted by the European Travel Commission in collaboration with Mindhaus, a growing number of Europeans are planning trips to the European South and Mediterranean regions during the winter months. This shift in traveler behavior is changing the dynamics of winter tourism.
The survey, which gathered insights from thousands of Europeans, reveals that Greece, Italy, Spain, and France are experiencing an increase in interest from travelers, with a 7% rise in the preference for these destinations compared to the previous year. This growth reflects a broader trend of Europeans opting for destinations with milder weather and less crowded tourist sites during the winter months.
Top Winter Travel Destinations for Europeans
The results of the pan-European survey highlight the top six countries that Europeans are most likely to visit over the next five months. These include Spain, Italy, France, Portugal, Germany, and Greece. Despite the increasing interest in these destinations, the overall percentage of Europeans planning to travel during the winter period remains consistent with the previous year. Specifically, 73% of respondents indicated plans to travel during the period ending in March. However, the preference for Southern European destinations has risen, with 52% of travelers expressing a desire to visit the European South or the Mediterranean. This is an increase from 45% in 2024, highlighting a growing shift towards these regions.
In comparison, only 18% of respondents plan to travel to Western Europe, while Northern Europe is favored by 16% of travelers, Central Europe by 7%, and Eastern Europe by 4%. The rise in interest for the Mediterranean is particularly significant as it signals a broader shift in travel patterns that could have long-term implications for the tourism industry in these regions.
Growing Appeal of Winter Vacations by the Sea
Among the noteworthy findings from the survey is the growing demand for winter vacations by the sea, a trend that is particularly beneficial for countries like Greece. While city breaks remain the dominant preference for 20% of travelers, 19% expressed interest in a winter vacation by the sea. For Greece, this presents a valuable opportunity to promote off-season tourism, particularly in coastal areas that are usually more crowded during the summer months. The appeal of Mediterranean destinations during the winter offers the prospect of more extended tourism seasons, with visitors seeking both relaxation and the chance to explore these regions without the usual high-season crowds.
Additionally, cultural heritage tourism is also playing a significant role in the winter travel trends. Approximately 18% of travelers are planning to visit destinations to explore their cultural heritage, which could benefit countries like Greece and Italy, known for their rich historical and cultural offerings. This shows that travelers are seeking more meaningful and diverse experiences in the off-season, rather than just beach vacations.
Mediterranean Destinations Evolving Into Year-Round Travel Spots
One of the most striking conclusions drawn from the survey is the growing preference for Mediterranean destinations throughout the entire year. This trend is not limited to summer travel but has steadily expanded into the winter months as well. Konstantinos Triantafyllis, the general manager of Mindhaus, noted that the Mediterranean is gradually evolving into a year-round destination, with its peak season now extending well beyond the summer months. The shift towards winter travel to these regions indicates that the tourism season is becoming longer and more diversified.
For destinations like Greece, this evolving trend provides an opportunity to tap into a new segment of travelers who are looking for milder weather and fewer tourists during the winter. With increased interest in both beach vacations and cultural experiences, the tourism industry in these countries can attract a broader range of visitors during the off-peak months.
What This Means for Greece and Other Mediterranean Destinations
For Greece, the rise in winter tourism presents an exciting opportunity for the hospitality and tourism sectors. Hotels that offer accommodations during the colder months stand to benefit significantly, as more Europeans opt for a warmer escape. The survey’s findings suggest that travelers are not only seeking warmer climates but also destinations that offer a mix of leisure, culture, and relaxation.
The continued growth in interest for Mediterranean travel can also benefit neighboring countries like Italy and Spain, both of which are seeing similar increases in winter tourism. These regions, known for their mild winter climates, rich history, and diverse cultural offerings, are well-positioned to attract tourists who are looking for an alternative to traditional winter destinations.
As the trend of Mediterranean winter travel grows, it is expected that more marketing efforts will be directed towards promoting the European South as a prime winter destination. The increase in interest for winter sun holidays, city breaks, and cultural experiences will likely lead to more airlines offering year-round flights to these regions, further supporting the expansion of tourism in the Mediterranean.
Conclusion: A New Era of Mediterranean Tourism
The findings from the European Travel Commission’s survey highlight a significant shift in European travel habits, with Mediterranean destinations emerging as a favored choice for winter vacations. The growing demand for sea and sun holidays, coupled with the interest in cultural heritage tourism, signals a promising future for winter tourism in countries like Greece, Italy, Spain, and France.
This trend is indicative of the Mediterranean’s evolving role as a year-round destination, offering travelers a unique combination of mild weather, rich culture, and relaxed environments. As more Europeans turn to these destinations during the off-peak months, the tourism industry in the European South stands to benefit from longer seasons and a more diverse range of travelers. With increasing interest and a broadening appeal, the Mediterranean is poised to become a central hub for winter tourism in the years to come.
