Summer holidays are gradually ceasing to be the only option for travel. In 2026, an increasing number of tourists are postponing their trips until September, October and November, and the tourism industry has already given this trend its own name — fallcation, that is, the autumn holiday. According to Virtuoso, bookings for autumn trips to Europe have more than doubled over the last two years. Demand has risen particularly sharply for the French Riviera, the Greek islands and Apulia in Italy. ABTA has also recorded steady growth in interest for September: the proportion of those planning a holiday abroad this month has risen from 17% in 2023 to 24% in 2025, and the trend is expected to continue in 2026.
- Autumn trips to Europe are rapidly gaining in popularity.
- September is already rivalling the traditional summer months.
- Tourists are drawn by lower prices, less heat and fewer crowds.
- Demand is growing for Italy, Greece, France, Spain and the Balkans.
- Due to the popularity of «fallcation», the traditional ‘low season’ is gradually disappearing.
Why is everyone suddenly going on holiday in the autumn?
There are several reasons. The first is — heatwave. Recent years have shown that July and August in Southern Europe are increasingly synonymous with record-breaking temperatures, overcrowded beaches and the need to plan excursions early in the morning or in the evening.
In autumn, conditions become more pleasant: the sea is still warm, particularly in September, and temperatures in Spain, Greece, Italy or the south of France often remain suitable for a beach holiday.
The second reason is — fewer people. It is precisely the desire to avoid crowded cities and holiday resorts that is cited as one of the main factors driving growth in the shoulder season — the period between the high and low seasons.
The third — money. Autumn holidays are often cheaper, although the difference isn’t as great as it was a few years ago.
September is turning into another August
ABTA has even highlighted a specific trend Super September.
In 2023, 17% of the British people surveyed were planning to travel abroad in September. In 2024, the figure rose to 23%, and in 2025, to 24%. September proved particularly popular amongst people without school-age children and older travellers.
Data from eSky shows a similar trend: bookings for September 2026 have risen by approximately 57% year-on-year. The most popular destinations among tourists were Spain, Greece, Italy, Turkey and Bulgaria.
This is already changing the way the tourism market operates. Hotels are no longer closing for the season, airlines are extending their seasonal routes, and cruise operators are keeping their ships in the Mediterranean in the autumn and even in winter.
Autumn could still be considerably cheaper
The strongest argument in favour of a fallcation is the chance to visit the same destination for less money.
For example, according to eSky, flights from Brussels to Málaga in September cost approximately 47% cheaper, compared with July. Flights to Madrid fell in price by almost 48%, and those to Asturias by more than 60%.
However, it is no longer wise to automatically assume that the whole of autumn is cheap.
Expedia reports that, due to the sharp rise in the popularity of the shoulder season, prices in certain cities are also starting to rise in the autumn. In other words, the secret of «travelling in September to save money» is gradually becoming common knowledge.
That is precisely why travel experts advise looking not only at popular capital cities, but also at less obvious destinations.
Which sectors are currently growing the fastest?
One of the most interesting trends of autumn 2026 is that tourists are increasingly looking for not the typical overcrowded cities, but alternatives.
According to Expedia, interest in Luxembourg among British users has risen by 470% compared with last year. Searches for Strasbourg increased by 1,70%, for Annecy by 1,65%, and for Cortina d’Ampezzo by 1,15%.
The Balkans are also seeing significant growth:
- Saranda in Albania — +110%;
- Budva in Montenegro — +85%;
- Ljubljana in Slovenia — +80%.
This is part of a wider trend: tourists are looking for cities and regions where they can experience a European atmosphere without the peak summer crowds.
Italy, Greece and France remain the favourites
Despite the interest in new trends, the classic styles are here to stay.
Virtuoso lists the following among its top autumn favourites The French Riviera, the Greek islands and Apulia. Over the past two years, autumn bookings for the Riviera have risen by 1,79%, for the Greek islands by more than 1,30%, and for Apulia by 78%.
Condé Nast Traveller also lists Vienna, San Sebastián, Paris, the Dolomites, Umbria, Copenhagen and Ireland among the most interesting destinations for autumn.
Autumn brings something that is missing in the height of summer: wine season, the harvest, food festivals, autumnal landscapes and a more local atmosphere.
Who is the biggest fan of the ‘fallcation’ trend?
At first, autumn tourism was mainly associated with pensioners or couples without children. That is no longer the case.
ABTA has recorded a rise in interest in September across virtually all age groups. This is particularly noticeable amongst people aged 35–44 and tourists aged 65 and over.
Condé Nast Traveler notes that the following destinations are particularly popular:
- young couples;
- people without children;
- parents with flexible working hours;
- travellers who work remotely;
- older tourists.
Remote working has also made seasonality less rigid: people no longer have to tie their two-week holiday specifically to July.
Fallcation is reshaping the very landscape of tourism
The paradox of this trend is that the more people discover autumn for themselves, the less it resembles a proper low season.
In many popular European destinations, September has effectively become an extension of summer. In some places, the peak season extends into October, and in others, even into November.
This is beneficial for the tourism industry: hotels, restaurants and airlines enjoy a longer season. For travellers, however, this is not always the case, as popularity gradually leads to higher prices and larger crowds.
That’s why the new travel hack is no longer just about the phrase «Go in the autumn», but in choosing the right month and destination.
Should I postpone my holiday until the autumn?
For those who aren’t tied to school holidays, a ‘fallcation’ really does have many advantages.
September is ideal for those who are still longing for the sea and warmer weather. October is ideal for city breaks, gastronomy, and trips to Italy, France, Spain and the Balkans. November may be a better option for cultural tourism and visits to major cities, although beach holidays are already considerably limited.
Consequently, the traditional view that holiday = July or August, is gradually falling into ruin.
«Fallcation» is already evolving from a niche tip into a distinct part of the global tourism calendar. And if the current trend continues, the phrase ‘low season’ may lose its usual meaning in many popular destinations in the coming years.
