August is no longer Europe’s holiday king: Travelers flee to May and September

For decades, July and August meant almost one thing in Europe: crowded airports, packed beaches, and peak hotel prices. But the holiday map is beginning to shift.

In Spain, an increasing number of travelers are heading to May, September, and even October in search of lower prices, lighter crowds, and milder weather.

2026 data reveal a striking paradox: in May, more than 10 million visitors arrived for the first time, surpassing June in visitor numbers.

Other European data support the same trend, with travel intent in September rising from 17% in 2023 to 24% in 2025, while one booking platform recorded a 57% year-on-year increase in September bookings.

The reasons are not limited to price. Overcrowding in cities and beaches, along with repeated heatwaves, is prompting some travelers to reconsider when to take their vacations.

Estimates from the European Commission indicate that a 3-degree Celsius rise in average temperatures could reduce tourist demand in July and August while increasing it between May and October.

Thus, summer holidays are not disappearing; they are extending. Instead of two crowded months, the season is gradually shifting toward more active spring and autumn periods.