Tourism: The Rise of the Shoulder Season

An increasing number of tourists are choosing to visit the Mediterranean in the spring or autumn, avoiding the heat and crowds of summer. This trend, known as the "shoulder season," is booming.

Delta Air Lines has observed a systematic shift in American demand for European travel towards the periods before summer or early autumn. Kenton Jarvis, CEO of EasyJet, stated that the company is benefiting from increased demand during the shoulder season, with hopes for future profits.

Aegean Airlines also saw an improvement in its financial performance in the October-December period, due to increased travel to Athens and Thessaloniki. According to the Bank of Greece, inbound travel to Greece increased by 24% in November, while travel receipts increased by 45%.

The short-term rental market in Europe is also reporting higher demand in the fall, with overnight bookings up 18% in October 2024.

Extending the tourist season requires coordinated efforts from the industry to keep resorts open and offer incentives for off-season travel. Tui AG, for example, sponsors marathons in Rhodes, Mallorca, and Cyprus during the off-season.