The travel preferences of European vacationers are undergoing significant shifts, with traditional hotspots facing growing competition from fresh destinations. One standout change is the increase of Arab tourists flocking to the picturesque Gardasee (Lake Garda) in Italy, which has long been favored by travelers from Germany, Austria, and Switzerland.
According to the Corriere della Serra, more Arab tourists are discovering the beauty of Gardasee. While exact visitor numbers are not disclosed, the trend is confirmed by Wael Farouq, a professor of culture and Arabic language at the Università Cattolica del Sacro Cuore in Milan. He stated, "For people who mostly come from desert countries, it is a piece of paradise." This shift indicates a search for new experiences and landscapes, diverging from more traditional European vacation sites.
Tourists hailing predominantly from Gulf states, such as Saudi Arabia, the United Arab Emirates, Qatar, Bahrain, Kuwait, Oman, and Iraq, are now making Gardasee their go-to destination. The distance is considerable; for example, Riyadh, Saudi Arabia, is over 4,000 kilometers away from the lake. Yet, the allure of its landscapes, rich Italian culture, and warm Mediterranean hospitality is proving irresistible.
Farouq elaborates on the appeal: "Many come for the Italian culture and the hospitality of the Italians, who are Mediterranean people and are very close to Arabs." This appreciation extends to the culinary delights and natural beauty the region offers. Interestingly, these tourists are even visiting during the winter months when temperatures around Gardasee can dip to single digits, presenting quite the change from their typically warm home climate.
Farouq also highlights broader trends within Arab nations, pointing to significant cultural and social transformations over the last decade. These changes date back to the early 1990s, when the first waves of students began studying abroad. "About two million people went to study in the West, and upon returning, they formed the backbone of the social class from which today's Arab tourists emerge," he explains. The modern Arab tourist profile is filled with individuals aged between 20 and 55 years, often educated, multilingual, and open to diverse travel experiences.
Meanwhile, as German travelers plan for their vacations, another trend is taking shape. Although Mallorca has long been viewed as the premier holiday destination for Germans, TUI has reported Turkey as the top favorite for summer 2025. Benjamin Jacobi, the head of TUI Deutschland, noted, "The next summer is being booked earlier than ever before." The company witnessed more than 30% increase in bookings to Turkey, indicating travelers are seeking variety, driven partly by inflation and the pressing desire for certainty amid fluctuated economic conditions.
Travelers are gearing up for early bookings to secure their spots, with options beyond the typical beaches of Mallorca. Istanbul ranks highly for cultural heritage, with major attractions such as Hagia Sophia, the Topkapi Palace, and the Grand Bazaar drawing German tourists. This year alone saw some agencies report astonishing figures—weg.de noted up to 124% increase for Istanbul compared to the previous year.
While Mallorca remains popular, it seems the island is facing stronger challenges than before, as many vacationers opt for burgeoning destinations like Turkey or the unique vibes of the Gardasee. TUI's statements reflect both reality and changing preferences, exploring the need to upgrade existing supply for flights to destinations like Antalya, Bodrum, and Izmir to meet swelling demand.
Competition remains fierce, as illustrated by reports from Kayak, indicating Mallorca’s continued appeal, holding the top spot for searches among vacation seekers. The famous Spanish island, with its average flight cost around 249 Euros, retains significant capacity for travelers with more than 220,000 available seats on TUI’s own airline.
Rounding up the changing dynamics, international vacation preferences are reshaping the travel industry across Europe. Not only have holidaymakers heightened interest for varied experiences, resulting in burgeoning tourism hubs such as Istanbul, but they are also exploring alternative landscapes, like Gardasee. This dynamic reflects broader cultural shifts, emphasizing how experiences matter more than just sun and sand.
Looking to the future, it’s evident these fresh orientations will likely continue to define European tourism, beckoning to the curious traveler who craves something new and enriching. The proverbial 'Once Upon A Time' on the beaches of Palma may now share the storytelling spotlight with the historic echoes of Istanbul and the tranquil vistas of Gardasee.