Is this the decline of the traditional Mediterranean family holiday?

For years, thousands of UK families have flocked to destinations across the Mediterranean for some well-needed R&R in the summer sun. But, since extreme heatwaves hit the likes of Greece and Spain in 2023, the steady stream of family holidaymakers to the Med has hit a patch of turbulence.

In a recent report, the European Travel Commission found that Mediterranean destinations experienced a 10% drop in visitors compared to the previous year. Instead, it seems holidaymakers are gaining interest in alternative destinations, such as Bosnia and Herzegovina, Croatia, and Albania — a country where Tui CEO Sebastian Ebel suggested he would “start a significant programme” during an interview in 2024.

But it’s not just the hot weather conditions that are causing holidaymakers to rethink their traditional holiday routines to popular European destinations. New school holiday legislation, demographic changes, and healthy habits are also triggering behavioural shifts in how, when, and where people choose to spend their holidays.

Let’s discuss some of the most pressing issues causing this behavioural shift, and what it means for travel brands and operators:

1. Changing climate patterns and extreme weather

Climate change is causing extreme weather conditions across the world, and it’s changing how people travel. In 2023, Europe saw temperatures of 40-45°C, with over 47,000 heat-related deaths throughout the continent. One report even shows that the number of “too hot” summer days will double in some Mediterranean regions by 2050.

Wildfires have swept across the world over the last couple of years, hitting Greece, Canada, North America and the Amazon (among others). As well as the heat, rising sea levels and storm surges are threatening coastal areas, damaging infrastructure and dampening the allure of seaside escapes. In response, 81% of Europeans have said they have altered their holiday plans due to climate-related concerns, with nearly a third picking holiday destinations with cooler weather and fewer risks (Source: Monitoring Sentiment for Intra-European Travel, Spring/Summer 2025, European Travel Commission).

2. The shift toward active holidays for health-conscious travellers

The travel industry is also seeing a switch in family holiday preferences. Families are beginning to move beyond traditional sun and beach getaways for their much-needed time to reconnect and create lasting memories. Instead, they’re increasingly interested in unique destinations and niche holidays, from cultural trips to activity-filled adventures.

Research shows that one in three millennials prefer active holidays, compared to less than one in ten of those aged 55+. Why? Because trying something new on holiday increases feelings of excitement, pride and confidence. These feelings are known to reduce stress and release endorphins, resulting in a fun-filled but equally relaxing break. That means we’re likely to see younger families opting for “see and do” holidays, rather than “fly and flop” beach breaks.

It’s also worth noting that, as one of the largest age groups in terms of absolute population figures, 60-74 years olds have a profound impact on a destination’s popularity. However, as this age group starts to ‘drop out’ (either due to death or becoming too old to travel / afford insurance), traditionally popular fly and flop destinations are losing their shine.

3. Changing family structures and who holds the decision-making power

Traditional European family holidays are also evolving because of general shifts in household dynamics. Children are no longer passive players in holiday decisions — they’re gaining much more influence, between 20% and 49%, when it comes to picking destinations and activities. As decision-making is becoming more democratic amongst the whole family, there’s a clear appetite for flexible and inclusive offers compared to the traditional two-week, single resort.

At the same time, we’re also seeing a growth in multigenerational and “skip-generation” travel, with parents and grandparents either joining trips or funding them for younger family members. 74% of parents are embracing these extended family holidays, while over half are establishing new travel traditions with all the family.

4. Off-season family travel is on the up, but for how long?

Another factor clearly affecting the decline of traditional Mediterranean travel is that families are increasingly moving away from peak summer travel, booking holidays outside traditional periods like July and August. Bookings in the Autumn term have seen a 29% increase year on year, according to loveholidays. The same report also shows an uptick in ‘shoulder’ season travel, May and October, across the board as holidaymakers look to take advantage of fewer crowds — while avoiding extreme summer temperatures and peak season pricing. 

However, this shift could well be halted as the UK has introduced a fine for parents taking their children out of school during term-time for unauthorised reasons. At risk of fines up to £160, parents face pressure to fork out for peak season prices during rigid travel windows and often unbearable heat.

So what does this mean for the future of the traditional Mediterranean family holiday?

We’re clearly seeing a shift in how people holiday, moving away from the traditional European beach holidays and towards alternative, adventurous getaways. Climate anxiety, generational dynamics, health priorities, and flexible timings are all combining to change the way holidaymakers travel.

As we’ve seen through our recent work with travel brands and operators, this is both a challenge and an opportunity to develop new products that reflect changing trends and behaviours. Whether it’s expanding into new destinations, aiding democratised decision making, or pushing off-season strategies, we can help you plan your next phase of growth.

Get in touch with m.cooper@trinitymcqueen.com today to explore which new destinations will fly with your customers.