By: Stuart Kerr, Travel Correspondent
Published: 09/09/2025 · Updated: 09/09/2025
Contact: editorial@holidaymate.com
For decades, the Mediterranean has been the beating heart of Europe’s summer tourism season. From Spain’s beaches to Greece’s islands, the region has defined what holidays look like for millions. Yet in spring–summer 2025, while the Mediterranean still reigns, cracks in its absolute dominance are starting to show. Climate concerns, overtourism, and shifting tastes are leading more travellers to consider alternatives in Eastern and Central Europe, wellness retreats inland, and shoulder‑season escapes beyond the traditional coasts.
The Mediterranean’s Staying Power
The enduring pull of the Mediterranean is undeniable. According to the European Travel Commission’s summer outlook, Southern Europe still commands the largest share of arrivals. Spain in particular is preparing for another record year, with Dataestur forecasting peak occupancy levels across coastal resorts. From Andalusia’s family‑friendly beaches to Barcelona’s cultural draws, Spain offers a balance of value, climate, and accessibility that continues to appeal to European and long‑haul visitors alike.
Even with challenges, Mediterranean favourites like Italy, Greece, and Croatia remain highly resilient. Their appeal lies in more than sun and sand: millennia of culture, cuisine, and coastlines provide an unmatched combination. Package deals, low‑cost carriers, and strong rail networks make them accessible to budget and premium travellers alike.
Signs of Change
Yet the Mediterranean’s hold is loosening at the edges. The ETC notes that interest in Mediterranean destinations dipped by 8% this season compared with previous years, while Eastern Europe and the Baltics saw a modest rise. This is not a collapse but a rebalancing, as more travellers explore beyond the “classic five” of Spain, Italy, Greece, France, and Croatia.
Climate pressures are a central factor. Heatwaves in Southern Europe are increasingly making midsummer uncomfortable, if not unsafe. Bloomberg’s reporting underscores how extreme weather is reshaping travel choices, with families and older travellers especially sensitive to rising temperatures. For many, July and August in the Mediterranean now feel too crowded, too hot, and too stressful.
The Rise of Alternatives
At the same time, new destinations are stepping into the spotlight. As Euronews reported, more than half of Europeans say they now favour lesser‑known spots and shoulder‑season travel. This shift isn’t just about avoiding queues—it’s about authenticity, value, and sustainability. Towns in Poland, Slovenia, and the Balkans are branding themselves as “Mediterranean alternatives,” offering lakes, mountain escapes, and riverfront festivals that deliver charm without the crowds.
Wellness and retreat travel also plays a role. Our feature on digital detox escapes showed how travellers increasingly seek calm, balanced experiences. Inland retreats in Austria or the Carpathians now market themselves directly against the noise of overcrowded coastal resorts. These are not replacements for the Mediterranean, but they add choice and resilience to Europe’s overall tourism offering.
Overtourism as a Driver
Underlying all of this is the pressure of overtourism. Our Holidaymate analysis Is Europe Full? pointed to the mounting strain on local infrastructure in key hotspots. Venice, Dubrovnik, and Santorini are all grappling with caps, taxes, and limits. As travellers tire of queues and surcharges, curiosity about less‑crowded places grows.
Even within the Mediterranean, hidden corners are seeing a surge. Coastal Albania and Montenegro are drawing international attention, while Portugal’s less‑visited Alentejo region is benefiting from being pitched as an alternative to the Algarve. These shifts illustrate that while the Mediterranean as a concept still dominates, its internal geography is diversifying.
Europe Beyond the Med
The 2025 summer season may be remembered less for the Mediterranean’s decline than for Europe’s diversification. Central European cities are enjoying extended stays thanks to improved rail links. The Baltics, often associated with winter escapes, are gaining summer credibility. And the Balkans are experiencing perhaps their strongest tourism moment in decades.
As highlighted in Travel in 2025: Why Europe Is Bracing, European tourism is entering a phase of adaptation. Travellers are balancing climate awareness, budget realities, and lifestyle preferences. Shorter trips, off‑peak visits, and new geographies all form part of the response.
Looking Ahead
The Mediterranean is not going anywhere. Its beaches, islands, and cities remain among the most desirable in the world. But the story of spring–summer 2025 is one of nuance. The region remains king, but rivals are rising. For European tourism, this is a healthy development: spreading economic benefits, reducing pressure on overburdened coasts, and offering travellers more choice than ever before.
For those seeking the archetypal summer—sun, sea, and ancient ruins—the Mediterranean will always be the benchmark. But for those willing to venture further, Europe’s map is expanding, and the quieter corners are finally having their moment.
About the Author
Stuart Kerr is a travel correspondent for Holidaymate.com, specialising in European slow travel, island escapes, and sustainable tourism. Contact him at editorial@holidaymate.com.
Read more about Stuart here →
