Travelers are increasingly choosing less-visited European destinations for their summer vacations this year, bypassing the more traditional hotspots.

Recent data provided to Bloomberg by Chase Travel highlights significant year-over-year tourism increases in less frequented, but equally iconic cities, like Brussels, Munich, Zurich and Warsaw.?

It¡¯s worth noting that Chase Travel¡¯s data, which is based on cardmember spending, still indicates London, Paris and Rome are receiving the highest number of summer bookings, but growth in these alternative destinations is more rapid and attention-grabbing. ?

Industry experts attribute this trend primarily to skyrocketing prices in popular Mediterranean locations, such as Italy¡¯s Amalfi Coast, and the record-breaking heat seen across Europe in recent years. It doesn¡¯t help that inflation drove average luxury hotel room rates on the continent above $1,700 in 2023, per Virtuoso data¡ªnearly double the $900 figure from 2019.

Misty Belles, Virtuoso's vice president for global public relations, expects these rates to climb by another 9 percent this summer, further influencing travelers' booking choices.

City Center in Zurich, Switzerland. (Photo Credit: Adobe Stock/JFL Photography)

Sharing Virtuoso¡¯s observations, which confirm Chase¡¯s findings, Belles told the outlet, ¡°We¡¯re seeing a desire to go to locations or destinations where the rates aren¡¯t so exorbitant. If you can¡¯t afford Italy, or France or some of the traditional destinations, Belgium is going to be better value.¡±

For instance, a Google Hotels search shows five-star hotel rooms in Brussels available for under $500 during the first week of June, compared to pricing that¡¯s closer to $900 in Paris.

Additionally, global travelers are seeking out such alternate destinations in hopes of avoiding the sweltering heat waves seen across the continent over the past few years. 2023 was Europe¡¯s second-hottest on record overall, with each month of 2024 thus far continuing to see new record highs. With temperatures reaching up to 118¡ãF in regions like Sardinia last summer, the cooler 75¡ãF average highs in Zurich are becoming vastly more attractive.?

Then, there¡¯s the intensity of the crowds in Europe¡¯s most popular areas. ¡°Last summer, Europe was so very crowded, on top of being unbelievably hot,¡± Belles added. The unappealing combination of these weighty factors is driving more people toward destinations in northern Europe, with Virtuoso reporting a 33 percent increase in bookings to The Netherlands, a 31 percent rise to Austria and a 26 percent boost to Germany¡ªa country that could use a tourism boost.

¡°Don¡¯t worry about Italy, it¡¯s going to be fine,¡± Belles assured. ¡°But other parts of Europe are starting to attract significant numbers.¡±

Historic buildings and channel in Amsterdam's historic center. (Photo Credit: Adobe Stock/Yasonya)

Unfortunately, for at least one of the places on the top 10 list of Chase Travel¡¯s fastest-growing European destinations, increased tourism is a distinctly unwelcome development. The Netherlands¡¯ historic capital city of Amsterdam, which is already extremely popular among visitors from the rest of the continent, actually launched a ¡°stay away¡± campaign last year, telling drunken British tourists in particular to choose someplace else for their revels.

Rebecca Masri, founder of the luxury travel app Little Emperors, suggests a compromise for those who are determined to visit perenially popular destinations despite the challenges. She recommends doing so after Labor Day, noting that the traditional European summer season now extends beyond August. She told Bloomberg, ¡°Our high season for places like Italy and Greece is now September.¡±

Here is a list of Europe¡¯s fastest-growing summer destinations, according to Chase Travel.?

Ranking	Destination	Year-Over-Year Growth
1	Brussels, Belgium	73 percent?
2	Munich, Germany?	63 percent
3	Zurich, Switzerland?	59 percent
4	Warsaw, Poland?	55 percent
5	Amsterdam, The Netherlands	54 percent
6	Vienna, Austria?	53 percent
7	Shannon, Ireland	53 percent
8	Zagreb, Croatia?	51 percent
9	Prague, Czech Republic?	49 percent
10	Budapest, Hungary?	48 percent

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