Published on
January 11, 2026
As tourism continues to surge across Europe in 2026, Poland is leading the charge alongside Slovakia, North Macedonia, Slovenia, Finland, Italy, and other countries. Cities like Milan, Tampere, and Warsaw are rewriting the European travel playbook, offering unique cultural, historical, and sustainable experiences that are drawing record numbers of visitors. From pre-Olympic buzz in Milan to eco-conscious initiatives in Tampere, these destinations are at the forefront of Europe’s tourism revolution. This tourism explosion is reshaping travel trends, providing travelers with exciting new opportunities for adventure, business, and cultural exploration.
Oulu, Finland: A Cultural Epicenter in 2026
Oulu has been officially named the European Capital of Culture 2026, and with its grand opening festivals slated for January 16–18, the city is set to attract thousands of international visitors. The opening celebrations are just the beginning, as Oulu’s year-long cultural programming will offer a mix of music, art, and performances. This designation has already sparked increased flight and hotel bookings, marking a significant rise in tourism. With its combination of cultural festivals, picturesque winter landscapes, and proximity to the Arctic Circle, Oulu is quickly becoming a top destination for cultural and eco-conscious travellers alike.
Impact on Business Travel: Oulu’s designation will likely boost its conference and exhibition sectors, making it an appealing location for business travellers attending industry events. The city’s transport connectivity and growing tourism infrastructure will enhance its ability to host international business gatherings.
Quick Tips for Visitors:
- Book accommodation early: The grand opening events are expected to fill hotels quickly.
- Explore beyond the festivals: Oulu offers scenic views, excellent outdoor activities like snowshoeing and northern lights watching, perfect for winter tourists.
Milan, Italy: The Olympic City Preparing for a Surge in 2026
Milan is currently experiencing a tourism surge as it prepares for the 2026 Winter Olympics, which are set to begin in February. The Olympic pre‑games period in January has seen an influx of visitors to the city, drawn by the Olympic excitement and Milan’s reputation as a fashion and cultural hub. The city’s iconic attractions, including the Duomo, La Scala Opera House, and Galleria Vittorio Emanuele II, remain top draws for international travellers. Business visitors are also flocking to Milan, which is hosting a series of conferences and trade shows ahead of the Games.
Impact on Business Travel: Milan’s position as a global business hub means the city is experiencing a high demand for conference venues and corporate event spaces, with international delegates expected to arrive in preparation for the Olympics.
Quick Tips for Visitors:
- Plan ahead for Olympic crowds: Book accommodations early, especially near the Olympic venues.
- Explore Milan’s culinary scene: From fine dining to authentic street food, Milan’s gastronomic offerings are world-renowned.
Dubrovnik, Croatia: A Green Destination for Eco-Conscious Tourists
Dubrovnik has been awarded the 2026 European Green Pioneer title, cementing its status as one of the most sustainable and eco-conscious destinations in Europe. Known for its stunning Old Town and Mediterranean charm, Dubrovnik is embracing green tourism, attracting travellers who value sustainability. With the city’s commitment to reducing its environmental impact, visitors can enjoy eco-friendly tours, sustainable hotels, and initiatives that preserve its historic sites. As Croatia continues to grow as a travel destination, Dubrovnik remains at the forefront of eco-tourism, drawing those seeking a balance between culture, nature, and sustainability.
Impact on Business Travel: Dubrovnik’s focus on sustainability is making it an attractive location for eco-business events, conferences, and incentive trips, further boosting its position as a leading European destination for green tourism.
Quick Tips for Visitors:
- Choose eco-friendly tours: Look for walking or biking tours that explore Dubrovnik’s UNESCO-listed Old Town.
- Stay green: Book eco-conscious hotels or accommodations with sustainability certifications.
Top 10 Booming European Cities in January 2026
The following cities are seeing significant growth in tourism, making them the top 10 European destinations in January 2026, according to the latest official tourism data from Eurostat and the European Travel Commission (ETC).
- Oulu, Finland – Grand cultural events as European Capital of Culture 2026 draw international crowds.
- Bratislava, Slovakia – Emerging as a top destination due to affordability and direct air connections.
- Milan, Italy – Surge in visitors due to Olympic pre‑games excitement and world-class cultural events.
- Tampere, Finland – Named the European Capital of Smart Tourism, offering tech-driven visitor experiences.
- Dubrovnik, Croatia – Eco-tourism growth driven by sustainability initiatives and Green Pioneer title.
- Vilnius, Lithuania – Europe’s fastest-growing destination with a 21% increase in visitor interest.
- Skopje, North Macedonia – Popular for its budget-friendly appeal and growing cultural presence.
- Trenčín, Slovakia – European Capital of Culture 2026, known for its medieval-themed events.
- Ljubljana, Slovenia – Continued eco-tourism growth, aided by expanded cross-border rail routes.
- Warsaw, Poland – Booming thanks to price competitiveness and the opening of the Varso Tower, the tallest in the EU.
Tourism Growth Impact: Business and Leisure
January 2026 trends reflect a shift towards more sustainable, affordable, and tech-savvy destinations. While cultural cities like Oulu and Milan experience peak visitation thanks to major events, cities like Dubrovnik and Vilnius offer green alternatives that appeal to eco-conscious travellers. Additionally, business tourism continues to rise, with increasing demand for meetings and conferences in cities like Milan and Dubrovnik, which are investing in better infrastructure to support the growing sector.
Conclusion: What You Need to Know About 2026 European Tourism
In summary, January 2026 is seeing an impressive rise in tourism across Europe, driven by cultural events, sustainability initiatives, and an ongoing interest in affordable, tech-driven travel. Oulu, Milan, and Dubrovnik are standing out, offering both leisure and business travellers a rich blend of history, culture, and eco-conscious options. Visitors are encouraged to book early, especially for major events in Milan and Oulu, while eco-conscious tourists should explore the growing green initiatives in cities like Dubrovnik and Ljubljana.
Quick Tips for January 2026 Visitors:
- Book early for major events in Oulu, Milan, and Dubrovnik to avoid high demand.
- Explore alternative destinations like Vilnius and Skopje for budget-friendly and unique cultural experiences.
- Plan eco-friendly travel: Choose sustainable transport options and eco-certified hotels.
- Business travellers should leverage growing infrastructure in Milan and Dubrovnik for conferences and meetings.
Conclusion:
The tourism explosion in Poland, Slovakia, North Macedonia, Slovenia, Finland, and Italy, with iconic cities like Milan, Tampere, and Warsaw, showcases the dynamic and evolving nature of European travel. These cities are not just attracting more visitors—they are setting new standards for what it means to travel in Europe in 2026. Whether for leisure or business, these destinations offer something for every type of traveler, making them a must-visit this year.
Source: European Capitals of Culture 2026
Nights Spent in Tourist Accommodation
