Europe’s most-visited cities and beachside locales are increasingly being swapped for less-frequented destinations for summer vacations this year.

According to a press statement by travel firm Chase Travel, that is part of Chase Bank, a leading bank in the United States, its survey shows that cities with the biggest year-on-year tourism increases this summer include such off-the-beaten-track destinations as Brussels, Munich, Zurich and Warsaw.

The statement adds that the shifting emphasis toward secondary cities largely reflects surging prices in Mediterranean hotspots like the Amalfi Coast as well as record heat on the continent, say industry experts.

Soaring inflation put average luxury room rates in Europe above USD 1,700 in 2023, according to data from Virtuoso, a luxury travel adviser group, almost double 2019’s USD 900 figure. These record rates are set to climb by an additional 9 pc this summer, says Misty Belles, Virtuoso’s vice president for global public relations. This is affecting where people choose to book, she says.

Misty Belles

“We are 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. A search on Google Hotels shows rooms at five-star hotels in Brussels available for less than USD 500 during the first week of June and in Paris, the price is closer to USD 900,” says Belles.

Belles adds that travellers are willing to try alternate destinations in the face of Europe’s heat waves. Last year was the continent’s second-warmest on record, and each month of 2024 has brought further records. With the mercury having risen to 48°C in places like Sardinia last summer, 24°C average highs in Zurich look awfully appealing.

“Last summer, Europe was so very crowded, on top of being unbelievably hot. The combination has made more people seek destinations further north in Europe, she explains, with bookings at Virtuoso to the Netherlands up 33 pc, bookings to Austria up 31 pc and those to Germany 26 pc,” adds Belles.

“Don’t worry about Italy, it is going to be fine. But other parts of Europe are starting to attract significant numbers,” she says.