A new study by The Data Appeal Company and Mabrian, both part of the Almawave Group, reveals a big shift in how people are planning their European summer vacations for 2025. Instead of just heading to the beach, more travellers are choosing vibrant city breaks in places like Barcelona, Berlin, Copenhagen, Helsinki, London, Paris, and Rome – especially during the milder months of June and September.
While sunny Mediterranean shores still attract crowds, urban destinations packed with culture, creativity, and events are quickly becoming the top choice for many travellers.
By analysing online reviews and traveller opinions from the past year, the study found that cultural experiences are the biggest reason people love European cities, earning satisfaction scores over 90 out of 100 in all seven cities. Barcelona and Rome were standouts, thanks to their rich mix of great food, famous attractions, and well-rated vacation rentals.
Hotels, on the other hand, aren’t faring as well – especially in Berlin and Copenhagen – as more visitors feel they aren’t getting their money’s worth. Travellers are especially sensitive to price and expectations now, with many favouring short-term rentals like Airbnb for better value, authenticity, and convenience, especially for families or longer stays.
Paris, while still a favourite, had more mixed feedback – mostly due to lower ratings for hotels and rental experiences.
The report also looked at travel searches and flight data, showing that interest from U.S. travellers in cities like Paris, Rome, and Barcelona is on the rise, with more flights available this summer. For example, the number of seats on flights from the U.S. is up by 14.4% for Barcelona, 4.3% for Rome, and 1.9% for Paris.
Other cities showed mixed trends: Berlin’s flight options are down slightly, while Rome and Barcelona are gaining new connections from countries like the UAE, Poland, and Portugal.
Culture remains the number-one reason people visit European cities, but interest in active and outdoor experiences is growing fast. London saw the biggest shift, with more travellers choosing parks, gardens, and outdoor fun. Paris, Rome, and Barcelona also saw growing interest in activities like cycling and exploring on foot – showing a broader move toward wellness-focused travel.
At the same time, food is slightly declining as a main travel reason, especially in London, where its popularity dropped by 4 percentage points.
When it comes to hotel prices, London is the most expensive city, with rates rising over 10% compared to last summer. Rome saw the biggest jump in prices – up more than 13% – especially in June and September. Berlin and Helsinki, on the other hand, remain the most affordable.
Interestingly, August is no longer the busiest or most expensive month in many cities. As people try to avoid the crowds, the heat, and high flight costs, more travellers are booking trips in June and September instead. That’s when prices are still high, but the overall experience tends to be more comfortable.
Big events are also now a major reason people travel to these cities, especially in summer. The study found that London, Berlin, and Paris will see huge tourism spikes thanks to major cultural festivals and concerts.
London’s Notting Hill Carnival is expected to bring in 2 million visitors and generate over €200 million in local revenue. Berlin’s Carnival of Cultures is also a major draw, attracting over 1 million people. In Paris and Rome, cycling races like the Tour de France and Giro d’Italia are key summer highlights. Barcelona, meanwhile, is focusing on smaller, high-quality cultural events like the Sónar Festival, which also align with the city’s sustainability goals.
“Tourism is changing quickly,” says Mirko Lalli, CEO and founder of The Data Appeal Company. “Cities that want to stay competitive need to listen to what travellers want—real-time data can help guide better strategies.”
Lalli says the new trends show it’s time for cities to focus not only on their cultural attractions, but also on better hospitality experiences, outdoor offerings, and well-planned events throughout the summer. The goal? To create balanced, year-round tourism that works for both visitors and locals.
