Many tend to think of France, Greece, Italy and Spain when booking their ideal European summer destination. But new figures suggest there's a new country on the scene.
Easter may now be behind us, but many Europeans are already rushing to book their summer 2026 getaways.
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From Portugal to Greece for those seeking the sun, to Ireland for those chasing cooler days, the continent is packed with dream destinations.
But one region is rising above them all — and no, it's not the usual heavyweights Spain, France or Italy.
Croatia's Adriatic region, or Jadranska Hrvatska, is the most popular destination in the EU for holidaymakers, according to Eurostat data analysed by Europe in Motion.
Between June and the end of September 2025, it clocked the highest number of hotel bookings of any region in the EU: 34 million nights reserved across Airbnb, Booking and Expedia.
And it's not difficult to see why.
What makes Croatia's coast special?
The Adriatic coast's natural beauty, warm weather and history appear to be the main pull factors for those coming from elsewhere in Europe and beyond.
Tourists are drawn to the region's long stretch of coastline, which is dotted with charming seaside towns, and faces a scattering of tiny islands washed by crystal-clear waters.
It's also known for its cultural scene and vibrant nightlife, making it popular for those on a one-week road trip.
The city of Split is a prime example, allowing tourists to enjoy historical sites such as the Roman palace of Emperor Diocletian alongside swims at the secluded Kasjuni beach.
Additionally, just an hour-long ferry ride away from Split is the island of Hvar, which prides itself on snorkelling spots like Jerolim and Marinkovac. Fans of windsurfing also frequent the island of Brač, just next to Hvar.
In the Makarska region, the Biokovo Skywalk has emerged as a primary draw. Situated at an elevation of around 1,200 metres, the glass-bottomed horseshoe pier offers panoramic views of the Adriatic, attracting both casual sightseers and seasoned hikers willing to navigate the Biokovo Range's rugged terrain.
Further south, Dubrovnik remains the region's most high-profile destination. Industry analysts attribute its sustained popularity to its status as a UNESCO World Heritage site and its global recognition as the filming location for "King's Landing" in the Game of Thrones franchise.
Activities such as perimeter wall tours and sunset kayaking have become staples of the local tourism economy.
However, the region is prone to overcrowding in the summer, prompting many to head to the coastal cities of Zadar or Sibenik for a more relaxed vibe.
Which other European regions feature in the top 10?
Croatia's Adriatic coast may be top in the number of bookings for good reason, but the rest of the top 10 — at the regional level — is a Franco-Spanish duopoly, with Andalusia, Provence, the Valencian Community, Catalonia, Occitania, Nouvelle-Aquitaine, the Paris region, Auvergne-Rhône-Alpes and the Canary Islands making it into the top spots.
The only exception to that is the Greek macro-region of Crete and the Aegean Islands in fifth place.
Can Europe's healthy tourism sector see off an unstable 2026?
There's also a slight leaderboard reshuffle at the country level.
France takes gold with 108 million nights booked in summer 2025, while Spain claims silver with 91 million, followed by Italy at 75 million.
Overall, the tourism sector continues to look extremely healthy, according to Eurostat.
Looking at 2025 as a whole, tourists spent around 950 million nights in short-stay accommodations booked online, marking an 11.4% increase from 2024 and a 32.4% jump from 2023.
However, there's a big caveat looming over 2026.
The war in Iran has already triggered a spike in oil and jet-fuel costs, which may force some airlines to cut flights and put up fares to cope with supply disruptions.