SEPTEMBER IS THE NEW AUGUST: WHAT ARE TOURISTS CHOOSING TODAY?

According to the latest report by the European Travel Commission (ETC), Europeans continue to show a strong desire for travel, but their patterns and preferences are shifting.

Summer crowds, high prices, and climate change are leading to growing interest in off-season travel—especially in September—and to less-visited, quieter destinations.

SEPTEMBER AS THE NEW FAVORITE MONTH

The ETC report reveals that a significant number of Europeans plan to travel in September. This month is increasingly becoming a preferred time for holidays due to milder weather, lower costs, and fewer crowds at popular locations. The trend is especially noticeable among travelers from Germany, France, and Italy.

GROWING INTEREST IN LESSER-KNOWN DESTINATIONS

In addition to postponing summer holidays until the end of the season, many tourists are increasingly avoiding the most famous and crowded cities and coastlines. Instead, they are turning to quieter, “hidden” destinations—mountain villages, rural households, and inland locations offering authenticity, sustainability, and a closer connection with nature.

For example, interest is rising in Italy’s Abruzzo region, the interior of Slovenia, as well as lesser-known places in Croatia and Montenegro that offer an escape from the crowds and a deeper connection to local culture.

ECO-AWARENESS AND THE NEW NORMAL

One of the drivers of this change is growing environmental awareness among travelers. More and more people are opting for sustainable travel options and destinations that promote environmental conservation and support local communities. Additionally, the pandemic has left a lasting impact—travelers are now more likely to seek flexibility, less stress, and more space for personal peace.

While the desire to travel remains strong, Europeans are changing how they plan their vacations. September and less crowded places are gaining importance, creating new opportunities for tourism operators to adapt their offers to meet evolving market needs. Post-pandemic tourism is increasingly focused on quality, sustainability, and personal comfort.

AUTHENTIC AND PEACEFUL PLACES IN THE REGION

In Serbia, more travelers are choosing quiet spots like Mount Rtanj, known for its energy and untouched nature. Tara and Zaovine offer the calm of forests and lakes, while Palić, with its lake and charming architecture, attracts lovers of slow strolls. Gostilje on Zlatibor provides an authentic rural atmosphere, and Negotin and the Rajac wine cellars invite visitors to experience wine tourism away from the crowds.

In Croatia, September is perfect for exploring Gorski Kotar—a green, mountainous area of Kvarner, far from the seaside hustle. Grožnjan and Motovun in Istria captivate with artistic spirit and vineyards, while Pelješac hides quiet villages like Trpanj. Baranja and Kopačevo offer nature and traditional cuisine, ideal for autumn days.

In Montenegro, Durmitor and Žabljak provide mountain serenity and fresh air—perfect for escaping daily life. The Prokletije range and the Grebaje Valley in Gusinje take your breath away with wild beauty. Stari Bar and Rijeka Crnojevića reveal history and tranquility, tucked away from the coastal crowds.

In Slovenia, the Logar Valley is a true Alpine paradise, while Kropa and Idrija offer a blend of tradition and peace. White Carniola, with the Kolpa River and ethno villages, is attracting more visitors seeking authentic experiences. The Soča Valley—especially Kobarid and Tolmin—offers pristine nature and serenity after the summer rush.