Vil' your boots!

WITH travellers seeking niche locations, especially during the 'shoulder season', Vilnius's off-the-beaten-track charm and green credentials make it a standout European destination in 2026.

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According to research by the European Travel Commission, European tourists are prioritising lower stress travel to off-the-beaten-track locations, especially during 'shoulder season', the months in between a location's peak and off-season.

Some 55% of travellers said they were actively seeking niche locations, with more than one in ten saying their top priority was to avoid crowds.

Sustainable travel is also high on the list of priorities for tourists in 2026. In Booking.com's Travel Predictions 2026, 93% of those surveyed said they want to make more sustainable choices.

POPULARITY

Another notable trend that will continue into 2026 is the increasing popularity of travel during the “shoulder” months of June, September and October, before and after peak season. This correlates with the general shift away from overcrowded locations.

"Overcrowding, noise, pollution, and heat are making many destinations in Europe less enjoyable for tourists," says Egle Girdzi-jauskaite, Head of Communication at Go Vilnius.