Europe remains one of the major destinations for travel in 2026.
The continent’s proximity and diversity of experiences continue to make it one of the most attractive options for those seeking to combine culture, cuisine, nature, and heritage.
However, the trend is no longer about discovering new countries, but rather about exploring them in a different way. Regions that until recently remained in the background are beginning to take center stage thanks to lower tourist traffic, a more distinct identity, and a more leisurely way of exploring each place.
At NUBA, we’ve identified thedestinations that are redefining the way people travel in Europe—from new Mediterranean coastlines and regions known for wine and gastronomy to islands where time seems to move at a different pace.
The Adriatic Finds New Icons
The Adriatic coast continues to establish itself as one of the Mediterranean’s major regions. While Croatia remains a popular destination thanks to historic cities like Dubrovnik and Split and some of Europe’s most spectacular coastlines, Montenegro is gaining prominence among those seeking a more exclusive and less crowded experience.
Kotor Bay has become one of the leading examples of this trend. Surrounded by mountains and small historic villages, it combines scenery, heritage, and a sense of authenticity that is increasingly hard to find. Projects such as One&Only Portonovi further reinforce Montenegro’s position as one of the region’s most promising destinations.
Greece Broadens Its Horizons
Greece remains one of the Mediterranean’s great classics, but demand is beginning to shift toward destinations that allow travelers to discover the country from a more secluded and authentic perspective.
The Peloponnese, the Ionian Islands, Halkidiki, and the Athenian Riviera offer a new way to explore Greece, where history, the sea, and local life take center stage. Destinations such as Zakynthos and Corfu offer a unique combination of natural landscapes, historic towns, and less-crowded coastlines, while the island of Kea is establishing itself as one of the top new additions to the Cyclades.
The development of new hotel concepts is also contributing to this growth. One&Only Kéa Island and One&Only Aesthesis, on the Athenian Riviera, reflect how some of these destinations are attracting increasing interest among those seeking a different take on the destination.
A More Leisurely Italy
Italy remains one of the most popular destinations in Europe, especially during the spring and early fall. Alongside cities like Rome, Florence, and Venice, regions that offer a more leisurely way to experience the country are beginning to gain prominence.
Puglia and Sicily are establishing themselves as some of the Mediterranean’s top destinations thanks to their combination of cultural heritage, cuisine, and coastline. At the same time, northern Italy is experiencing one of its best periods, with destinations such as Lake Como and the Dolomites—which are especially appealing during the summer months for those seeking milder temperatures and a deeper connection with nature.
Portofino is also considered one of the best destinations from which to explore the Cinque Terre, combining easy access to the region with a well-established hotel infrastructure thanks to exclusive properties such as Belmond Portofino.
Portugal and the Evolution of the Atlantic Coast
Portugal is currently one of Europe’s most versatile destinations, but it is its coastal regions that are attracting the most interest.
Comporta and Melides have become two of the standout destinations along the Portuguese coast thanks to an approach characterized by discretion, design, and a deep connection to the landscape. Nestled among dunes, rice paddies, and long Atlantic beaches, these towns offer an increasingly appealing alternative for those seeking to escape the most crowded summer destinations.
Its growth reflects an increasingly evident trend: an interest in places where exclusivity is expressed through space, tranquility, and connection with the natural surroundings.
France and the Value of the Territory
France remains one of Europe’s top destinations for those seeking to explore culture, cuisine, and scenery.
Beyond Paris, interest is shifting toward regions where the landscape becomes the central focus of the experience.
Provence and the French Riviera remain appealing thanks to their combination of light, heritage, and the Mediterranean lifestyle. At the same time, Burgundy and Champagne are gaining popularity among those seeking a more leisurely approach to travel, characterized by wine, gastronomy, and a deep understanding of each region.
Spain and the Rise of Localism
For those looking to avoid long-distance travel, Spain continues to establish itself as one of the top travel destinations for 2026.
The country’s cultural, culinary, and scenic richness makes it possible to design highly personalized itineraries tailored to each time of year. In this context, offerings such as Shapes by NUBA are playing an increasingly important role, bringing together experiences related to art, gastronomy, and wellness through a unique perspective on the destination.
With its first-class hotel offerings and the opportunity to stay in private villas and enjoy tailor-made experiences, Spain is further cementing its appeal as a leading destination for nearby travel.
A New Way to Travel to Europe
Europe is evolving toward a more unhurried, balanced, and locally rooted version of itself.
Drawing on our expert knowledge and constant monitoring of how the global travel landscape is evolving, we at NUBA have identified the destinations that are redefining the way people travel to Europe in 2026.
