European travel is undergoing a significant transformation as experiences become a primary factor in destination choice, according to a new report by Civitatis and Arival. The 2026 European Experiences Traveller Outlook highlights a shift towards experience-led travel, with more than half of European travellers now considering tours and activities as key influences in their travel decisions.
The report reveals that European travellers are taking fewer trips but are more selective, prioritising meaningful and immersive experiences. Civitatis CEO Andrés Spitzer noted, "People are being more selective with their budgets, but they are not willing to compromise on experiences that create emotional connection, discovery and meaning."
The findings indicate a change in the travel decision-making process, where experiences are now considered alongside traditional factors like weather and gastronomy. This shift is particularly evident in Southern Europe, where experience-driven travel is becoming mainstream faster than in other regions.
Younger travellers, aged 18–34, are leading this trend, spending more on tours and activities despite financial constraints. They favour hands-on, cultural, and social experiences over traditional sightseeing. Spitzer commented, "This generation doesn’t want to just observe a destination, they want to be part of it."
The report also highlights the growing role of technology, with nearly 80% of travellers booking experiences in advance, often using mobile devices. AI is emerging as a tool for itinerary planning, although Spitzer emphasised the importance of trust in AI-driven content.
Sustainability is increasingly important, with 65% of travellers choosing brands that prioritise sustainable practices. This trend is particularly strong among younger and higher-income travellers, indicating a shift in consumer expectations.
The report underscores the need for travel operators to focus on emotional relevance and sustainability, as these factors become crucial in the evolving travel landscape
This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
