Premium guests are moving the Mediterranean towards spring and autumn: Is the European tourism calendar changing?

Seasonality of the Mediterranean.

Photo: hrturizam

Author  Goran Rihelj

18. August 2026.
For years we have been talking about extending the season, strengthening the pre-season and post-season, and reducing pressure on July and August. Now an interesting signal is emerging from the market: a portion of premium guests are increasingly avoiding the peak of summer due to the combination of high temperatures, crowds, and high prices, and are shifting their trips to spring and fall. This raises a much more important question than the classic discussion about “extending the season.” And...
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Premium

Author  Goran Rihelj

18. August 2026.