The findings are based on verified comparisons of full Q4 data for 2023 and 2024, October performance for 2023–2025 and pre-booking trends for November and December 2025. According to FREETOUR.com, the magnitude and consistency of these shifts indicate a structural evolution within European and global travel behaviour, rather than year-to-year fluctuations.
Strongest Performers: Athens, Paris, Vienna, Rome and Madrid
In the Q4 2024 versus Q4 2023 comparison, several destinations delivered robust growth. Athens led with a 56% increase in bookings, followed by Paris and Vienna at +35%, Rome at +29% and Madrid at +13%. These cities benefited from strong cultural programming, enhanced off-season value and a rising preference for avoiding peak-summer travel. Vienna’s performance is particularly notable due to its winter appeal, supported by Christmas markets and stable seasonal pricing.
Destinations Losing Momentum: Barcelona, Florence, Budapest and London
At the same time, top Western European hubs faced declines. Barcelona bookings fell by 28% year-on-year, while Florence dropped by 21%. These reductions are linked to elevated travel costs, overtourism fatigue and lower long-haul arrivals – especially from the North American market. Budapest posted a mild decline of 4%, while London remained essentially flat.
Three-Year October Comparisons Show Structural Changes
A “three Octobers” analysis (2023 → 2024 → 2025) reveals deeper shifts. Major cities including Rome and Florence saw year-on-year declines of 24% for October 2025, while Athens dropped by 33%, Milan by 19% and Budapest by 10%. In contrast, Vienna surged by 30% between October 2024 and October 2025, while Barcelona stabilised slightly. Naples, Palermo and Krakow also showed resilience and unexpected strength, and Tokyo emerged as a rising global contender.
Emerging Trends for 2025–2026
FREETOUR.com identifies five trends shaping future demand:
- Winter-strong destinations are gaining traction, with travellers seeking cultural experiences in December-focused cities such as Vienna and Krakow.
- Western Europe’s dominance is easing as pricing pressures and concerns over overtourism reshape demand.
- APAC and LATAM travellers are increasingly influential, with Tokyo and Mexico showing strong long-term growth.
- Secondary cities such as Krakow, Palermo and Naples are outperforming traditional hubs like Rome, Florence and Athens.
- Travellers are booking earlier, with a 30% rise in long-range searches, making early indicators more reliable than in previous years.
Ignacio Merino, CEO of FREETOUR.com, said the findings highlight a long-term shift: “What we’re seeing is not a temporary fluctuation – it’s a structural transformation. Travelers are expanding beyond classic Western European icons and discovering destinations with stronger cultural identity and better value. With booking windows lengthening, early demand data has become an essential indicator for understanding the future of travel.”
Alexandra Dubakova, CMO of FREETOUR.com, noted the shift toward authenticity and seasonal balance: “Travelers are no longer following the same predictable patterns. They’re choosing cities that offer deeper cultural value, better seasonal balance, and fewer crowds. The rise of winter-strong destinations shows that the old summer-centric travel mindset is shifting toward more meaningful, authentic experiences year-round.”
Tags: Ignacio Merino, FREETOUR.com
