Europe is always a top vacation destination for every type of traveler, but in 2026, travel advisors will want to keep a keen eye on a few emerging trends, along with destinations attracting extra attention.
“There’s a clear shift toward more intentional, experience-led travel in Europe, with clients placing greater emphasis on how they travel, not just where they go,” said Urvshi Marwah, CEO and founder of The Suite Sojourn. “Thoughtful pacing and journeys designed with purpose are increasingly valued over rushed, checklist-style itineraries.”
Intentional travel is also motivating clients to seek out lesser-known regions and off-the-beaten-path experiences, particularly for those returning to Europe.
Here‘s what advisors should keep in mind when booking Europe in 2026.
Booking Trends
Jeffrey Roy, vice president at Eurobound, reports the continuing trend of dual- or multi-country itineraries, coupling France and Italy with Switzerland and the Benelux (Belgium, the Netherlands and Luxembourg), signaling a desire to experience new destinations.
The Suite Sojourn’s Marwah agrees.
“There’s growing demand for rail journeys that connect well-known cities with lesser-explored regions,” she said. “These offer a more immersive way to experience Europe while eliminating the fatigue that comes with frequent flights, particularly across Italy, France, Switzerland and the Alpine regions.”
According to Mira Tuzlak, a Croatia destination expert for Kensington Tours, the Central European country is gaining popularity as an addition to Europe trips, or an alternative for clients who have already been to more commonly visited destinations.
Croatia is gaining popularity with travelers who have already visited well-known European destinations.
Credit: 2026 Kensington Tours
“We all have conversations with clients who want something different,” Tuzlak said during a recent Kensington webinar highlighting top 2026 destinations. “Croatia has so much to offer — the food, the charming towns, the history, the culture — but it also feels a bit off the beaten track. It’s not Rome, it’s not Barcelona, it’s not Paris, and there’s an authenticity that really shines through.”
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Marwah also spotlights Croatia — along with Slovenia and Montenegro — for travelers interested in natural beauty, history and coastlines, but with fewer crowds than many Western European destinations.
And while Italy is perennially popular, Marwah says travelers are now looking for fresh ways to experience the country, including the 2026 Winter Olympics in Northern Italy, which is shaping her clients’ travel planning, with many pairing the games with visits to Milan and the Dolomites region.
Aman Rosa Alpina in San Cassiano recently completed an extensive renovation.
Credit: 2026 Aman Rosa Alpina
Similarly, Abercrombie & Kent (A&K) credits pre-Olympics luxury hotel renovations for renewed interest in the Dolomites, including Aman Rosa Alpina in San Cassiano, which reopened in July 2025 following an extensive renovation, and Hotel Cristallo in Alta Badia, which will become Mandarin Oriental’s first alpine resort later this year.
RELATED: 4 Luxury Resorts in the Dolomites Hot Spot
Chasing the northern lights is consistently on client bucket lists, but this year, the Nordics — encompassing Denmark, Norway, Sweden, Finland, Iceland, Greenland and the Faroe Islands — earned a spot on Fora Travel’s fourth annual Hot List.
Chasing the northern lights is consistently on client bucket lists.
Credit: 2026 Visit Iceland
“The Nordics have always appealed to travelers who value quiet luxury, design and incredible food, but in 2026, that appeal feels especially powerful,” said Henley Vazquez, co-founder at Fora. “The region feels elevated, intentional and perfectly in step with how people want to travel right now.”
Kensington is also seeing increased demand for Nordic countries, with immersive experiences centered on nature trending in the region — but “nature in a luxury way,” according to Tony Meuret, Kensington’s destination lead for the Nordics.
“That means experiences off the beaten path,” he added. “When people travel to Norway, they usually want Oslo, the fjords and Bergen, but we can also take them to the Geirangerfjord, which is less visited, and therefore feels more exclusive.”
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In fact, A&K describes the Nordics as “hitting peak cool” in 2026; the luxury tour operator is including Finland’s northernmost destination, Lapland, in its new Christmas in Lapland itinerary, which includes sleigh rides and meetings with Santa.
Tapping into demand for the Nordics, Abercrombie & Kent has introduced a Christmas in Lapland itinerary.
Credit: 2026 Abercrombie & Kent
“Europe is best experienced by prioritizing quality over quantity and designing journeys that feel meaningful rather than rushed,” Marwah said. “Moving away from packing in as many cities as possible is where a trusted advisor truly adds value, curating experiences that flow seamlessly and resonate long after the trip ends.”
The European Union’s Entry/Exit System (EES) and European Travel Information and Authorization System (ETIAS) are required for U.S. travelers entering most European countries for a short stay. Although EES became operational on Oct. 12, 2025, the system is being implemented on a rolling basis through April 10, 2026.
Projected to launch in late 2026, the ETIAS application will cost about $24 per person (applicants under 18 or over 70 are exempt) and require a valid, original passport that is no more than 10 years old and not due to expire within three months.
Travelers can apply via the official ETIAS website or mobile app, or authorize an advisor to apply on their behalf. ETIAS authorization will be linked to clients’ passports and will be valid for up to three years or until the passport expires, whichever comes first.