- Travellers choosing quieter, affordable alternatives to crowded hotspots
- Valencia and Albania replacing Barcelona and Greece as destination dupes
- Hybrid holidays combine business/leisure, active/relaxation, culture/nature
- Sustainable tourism options and less crowded destinations growing
- Spanish tourism market adapting to destination diversification
Travellers are moving toward unique, lesser-known destinations and hybrid holidays that mix different styles of travel into a single trip, according to a survey of annual trend reports published by tailor-made tour operator Audley Travel. Spanish travellers and international visitors are increasingly seeking less crowded options and mixed itineraries, with alternative destinations such as Valencia replacing Barcelona and Albania substituting for Greece. The trend reflects changing preferences after several years of high-volume tourism at traditional hotspots.
Key dimensions of the new travel shift include secondary cities and destination dupes where travellers choose quieter, more affordable alternatives to crowded hotspots. Hybrid travel experiences combine different holiday types, with bleisure (business and leisure) mixing work trips with weekend vacations, active and relaxation styles combining hiking with spa resort stays, and culture and nature splitting time between busy historic cities and quiet rural cabins.
The trend reflects changing consumer behaviour after several years of high-volume tourism at traditional hotspots, with travellers seeking more diverse and balanced holiday experiences. Tourism operators are adapting to accommodate these shifting preferences, with destination diversification becoming a priority for regional tourism authorities. The analysis suggests sustainable tourism options and less crowded destinations will continue to grow in popularity.
Audley Trave shared travellers are moving toward unique, lesser-known destinations and hybrid holidays that mix different styles of travel into a single trip.
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