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Where tourism is booming in Europe right now
New data released today (July 22 2026) shows which countries have recovered strongest since 2019 according to Euronews Travel. Inside Europe, Turkey, Greece and Spain are the clear leaders. Portugal and Croatia are close behind. France and Italy are recovering more slowly, mainly because they started from a higher base.
For travelers this means: book August in southern Spain or coastal Greece now or pay more. Rooms in popular Barcelona and Rome are filling faster than expected for late summer 2026.
Skip the crowded coast, go inland or off season
A separate study found that over two-thirds of travelers feel a destination is "too familiar" before they even arrive, thanks to endless social media previews Euronews Travel. The fix is easy: pick a less photographed region. Instead of the Amalfi Coast, try Puglia. Instead of Mykonos, try the Peloponnese. You save money and keep the surprise.
The Amsterdam city centre is another spot that feels overdocumented. Skip the Red Light District selfies and head to Noord or Oost for real local life.
What about the new luxury Odyssey tour?
A private yacht tour retracing Homer's Odyssey across Turkey and Italy is being marketed at around 88,000 EUR per person Euronews Travel. That is a niche product for a tiny fraction of travelers. For everyone else: you can visit the same ancient sites like Troy or Ithaca on your own for a fraction of that. Your daily budget on the Turkish Aegean coast runs from around 60 to 100 EUR per person including a mid-range hotel and meals.
Practical advice for the rest of summer 2026
Prices vary and change. Always check official ticket and accommodation sites before booking. Rail strikes across France and Italy remain unpredictable in late July 2026: check operator apps the morning of travel. September is a smarter bet for southern Europe: same sun, half the queues, lower hotel prices from around 80 to 120 EUR per night.
Best tours and tickets
Curated from Viator. We may earn a commission if you book, at no extra cost to you.
Montserrat, Girona & Costa Brava Guided Day Trip from Barcelona
Vatican Museums, Sistine Chapel & St Peter’s Basilica Guided Tour
Rome: Colosseum, Roman Forum and Palatine Hill Guided Tour
Rome 3 in 1 Cooking Class: Fettuccine, Ravioli & Tiramisu
Prices shown are indicative starting points and may vary by date, availability and operator. The final price is the one shown by the provider at checkout.
Frequently asked questions
Which European country recovered tourism fastest after 2019?
How can I avoid the 'destination feels too familiar' problem?
Is the 88,000 EUR Odyssey yacht tour worth it?
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