The European travel market is showing strong momentum for 2026, with Greece ranking among the most popular destinations for American travelers, according to a major feature by TravelPulse US and statements from leading travel advisors.
As stated in the article, bookings for Europe are significantly higher compared to last year, with Italy remaining the undisputed leader, while Greece, France, Ireland, Scotland, and Norway follow with strong demand.
Becky Lukovic, founder of Bella Travel Planning, said that 2026 could turn out to be the best year for her company. “Italy is king this year, with Greece and France following very closely. These are destinations that travelers want to return to again and again,” she noted.
The article notes that travelers are no longer limited to classic sightseeing, but are instead seeking more personalized experiences, longer stays, and higher-quality travel.
McLean Robbins, founder of Lily Pond Luxury, emphasized that Greece remains a particularly strong choice for couples and high-end travel; however, travelers are now appearing more “mature” and demanding in how they choose to experience the country.
“They are not simply asking for Santorini and Mykonos out of habit. They want the right island for their travel style, a better vacation pace, quality yachting, excellent food, and genuinely five-star hotels, not just ‘Instagrammable’ accommodations,” she noted.
At the same time, according to TravelPulse, the trend toward more authentic and less crowded destinations in the Mediterranean is strengthening. Travel advisors report increased interest in Croatia, Montenegro, Malta, and Corfu, while travelers are seeking more immersive experiences away from overtourism.
There is also a notable increase in trip duration. According to travel advisors, many Americans are now choosing two- or even three-week vacations in Europe in order to make better use of the high cost of airfare.
Beyond the Mediterranean, there is also growing interest in Northern European destinations such as Norway, Vienna, Prague, and Budapest, mainly due to cooler summer temperatures as well as travelers’ desire to avoid mass tourism destinations.
“Travelers now want to experience Europe in a different way. They don’t want to travel alongside the masses,” said Megan Rodrigues of Together We Travel, commenting on the strong rise in Norway’s popularity among her clients.
