Porto Santo, Syros and Lofoten lead European tourism shift
Expedia data shows European tourists are redirecting spending toward under-the-radar islands, a shift that could reshape regional tourism revenues away from traditional hotspots.
European holidaymakers are increasingly bypassing traditional tourist hubs in favour of lesser-known islands, according to new data from online travel agency Expedia. Three European destinations—Porto Santo in Portugal, Syros in Greece, and Norway's Lofoten Islands—ranked among the top five in the company's 2026 Island Hot List, signalling a structural shift in continental travel demand.
Overall online searches for island holidays have risen 55% year-on-year, while social media mentions increased by 20%. However, the demand is not flowing to traditional heavyweights. Travellers are actively seeking alternatives to overcrowded destinations like Santorini and Mykonos, a trend with direct implications for regional economies that have long relied on peak-season mass tourism.
For the tourism sector, this redistribution of demand presents a complex logistical challenge. Smaller islands such as Porto Santo—measuring just 11 kilometres across—often lack the transport links and hotel infrastructure to handle sudden influxes. Conversely, established hotspots could face declining occupancy if they fail to manage overtourism. The shift suggests airlines and hotel operators may need to rapidly adjust their capacity allocations and route planning to capture these emerging markets.
The search data highlights the varying pace of this transition across the continent. Queries for Porto Santo, located near Madeira, surged 85%. Interest in Syros, known for its Venetian architecture and seafood, grew by 60%. Searches for the Lofoten archipelago, a destination for outdoor adventure and seasonal phenomena like the midnight sun, climbed 50%.
Value appears to be a primary driver of the shift. “Islands don’t just satisfy the urge to get away; they can also be one of the smartest holiday values, thanks to all-inclusive resorts and bundle savings,” said Expedia spokesperson Melanie Fish. The agency noted that shoulder-season travel is becoming increasingly critical for the industry, as consumers hunt for better pricing outside traditional peak periods.
As Europe's tourism map gradually redraws itself, local governments and private investors will be watching closely. The commercial viability of these secondary destinations depends on developing sustainable infrastructure before demand outpaces supply.
