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September Is Quietly Becoming the New Summer
For years, the traditional European holiday calendar seemed almost impossible to change. July and August dominated the travel industry, families rushed abroad during school holidays, airports became packed, hotel prices climbed, and popular destinations struggled under the weight of millions of visitors. But that pattern is beginning to shift.
September is emerging as one of the most attractive months for international travel, creating what the travel industry is increasingly calling “Super September.” The idea is simple: instead of paying premium prices and battling enormous crowds during the height of summer, travellers are moving their holidays into early autumn, when the weather can remain warm while prices and visitor numbers begin to fall.
According to data highlighted in ABTA’s Travel Trends 2026 report, the appetite for September holidays has increased steadily since 2023. In 2023, only 17% of surveyed travellers said they intended to take an overseas holiday in September. That figure increased to 23% in 2024 and reached 24% in 2025.
The numbers may look like a modest increase at first glance, but they represent a meaningful change in consumer behaviour. September is no longer simply the month when summer ends. For a growing number of travellers, it is becoming the month when the smarter holiday begins.
The Rise of the Shoulder Season
The growing popularity of September is part of a much broader transformation in travel habits. Tourists are increasingly discovering the advantages of the shoulder season, the period immediately before or after a destination’s busiest tourism months.
Marcin Starkowski, Group PR Manager at online travel agency eSky.com, described a noticeable change in the way European travellers approach the beginning of autumn. According to the company’s data cited in the original report, September bookings have increased by 57% year on year.
That shift makes sense from both a financial and practical perspective. Travellers can potentially enjoy warm weather without paying the highest summer rates, while sightseeing becomes easier when streets, beaches and attractions are less crowded.
Why September Has Become So Attractive
September occupies an unusually powerful position in the European travel calendar. The intense heat of July and August begins to ease in many destinations, but summer conditions often remain strong enough for beaches, outdoor dining and sightseeing.
At the same time, the mass movement of families travelling during school holidays begins to decline. Hotels, restaurants, airports and major attractions can therefore become less congested.
For travellers who have flexibility over when they take their holidays, this creates an appealing combination: summer-like experiences without the full summer burden.
Spain Leads the September Holiday Race
Spain has emerged as the clear favourite among eSky travellers booking September holidays. The country accounted for 27.9% of the bookings cited in the report, putting it comfortably ahead of Greece at 17%.
Italy ranked third with 10%, followed by Türkiye at 6.5% and Bulgaria at 6%.
The popularity of Spain is hardly surprising. The country offers an enormous variety of September experiences, from Mediterranean beaches and historic cities to island escapes, food festivals and regional cultural celebrations.
Spain can also deliver very different kinds of holidays within a single country. Travellers looking for beaches can head toward Málaga or the Balearic Islands, while those interested in culture and architecture can explore Madrid, Barcelona, Valencia or northern Spain.
The September Price Advantage
Perhaps the most powerful argument for travelling in September is price.
According to the eSky figures cited in the original report, flights from Brussels to several Spanish destinations were significantly cheaper in September than in July.
Flights to Málaga reportedly fell from €278 in July to €148 in September, representing a decline of approximately 46.8%.
Madrid saw an even more dramatic difference, with fares falling from €219 in July to €114 in September, a reduction of about 47.9%.
The largest decrease among the routes listed was Asturias, where fares dropped from €299 in July to €106 in September — approximately 64.5%.
Valencia recorded a smaller but still notable decline, with fares falling from €241 to €217, or around 10%.
What These Fare Drops Really Mean
These figures illustrate an important principle in modern travel: the cheapest holiday is not always found in the cheapest destination, but in the cheapest time to visit it.
A traveller determined to visit Spain may save considerably simply by moving a July trip into September. When flight savings are combined with potentially lower accommodation rates, cheaper car rentals and fewer premium-season surcharges, the total cost difference can become substantial.
The savings can also give travellers more flexibility. Money that might otherwise disappear into peak-season airfare can instead be spent on better accommodation, restaurants, activities or additional days abroad.
Spain’s September Weather Still Feels Like Summer
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Across many parts of Spain, September can still provide warm and often sunny conditions, particularly in southern and Mediterranean regions. The oppressive heat that can affect some destinations during midsummer may also become more manageable.
This makes September particularly attractive for travellers who want to combine relaxation with exploration. Walking through historic neighbourhoods, visiting museums, enjoying outdoor restaurants or taking day trips can be more comfortable when temperatures are not at their seasonal extreme.
Barcelona Turns September Into a Cultural Celebration
Spain’s appeal in September is not limited to weather and prices.
Barcelona’s La Mercè festival is one of the country’s major September cultural events. The celebration transforms the city with parades, fireworks, concerts and traditional performances, including the spectacular human towers known as castells.
For visitors, events like La Mercè add another dimension to a September holiday. Instead of simply arriving for a beach break, tourists can experience a destination during an important moment in its cultural calendar.
That is one of the strongest arguments for shoulder-season travel: lower tourist numbers do not necessarily mean fewer things to do.
Asturias Offers a Different Side of Spain
Northern Spain provides another example of how September travel can move beyond the traditional beach holiday.
Asturias celebrates America Day, an event connected to the region’s historic emigrant communities and their links with the Americas. The celebrations feature colourful parades, floats and folk groups.
For international travellers, these regional events can provide a more authentic cultural experience than simply visiting the most heavily marketed tourist attractions.
It also demonstrates why September should not be viewed as merely a cheaper version of July. In some cases, travelling outside peak season can actually provide access to experiences that make the trip more memorable.
The Five Most Popular September Destinations
Based on the eSky booking data presented in the original report, the ranking is clear.
Spain leads with 27.9% of September bookings. Greece follows with 17%, while Italy takes third place with 10%. Türkiye accounts for 6.5%, and Bulgaria completes the top five with 6%.
The common factor is their ability to extend the summer experience into early autumn.
These destinations combine warm-weather appeal with history, food, beaches and cultural attractions, making them particularly suitable for travellers who want more than a single-purpose holiday.
Greece Remains a Powerful September Alternative
Greece’s second-place position demonstrates that the September trend is not limited to Spain.
Greek islands and mainland destinations can remain highly attractive after the busiest part of the summer has passed. Travellers may find a more relaxed atmosphere around famous attractions, while coastal destinations retain their appeal.
September can also be particularly appealing to visitors who find the height of Mediterranean summer too hot. The combination of warm conditions and reduced intensity can make exploring archaeological sites, villages and cities much more enjoyable.
Italy Benefits From the Same Shift
Italy’s third-place position highlights another major shoulder-season winner.
Cities such as Rome, Florence and Venice can be exhausting during the height of summer, particularly when enormous visitor numbers combine with high temperatures.
A September trip can provide a different experience. Travellers may still encounter busy attractions, but the overall environment can be more manageable than during the peak holiday period.
For a country where food, architecture, museums and walking are central to the experience, avoiding the most intense summer heat can be almost as valuable as saving money.
Türkiye and Bulgaria Complete the Top Five
Türkiye and Bulgaria also demonstrate the diversity of the September travel market.
Türkiye combines extensive Mediterranean coastline with major cultural destinations and resorts, while Bulgaria offers beaches, historic cities and comparatively accessible travel costs.
Their presence in the top five suggests that travellers are not simply chasing famous destinations. Increasingly, they appear to be comparing the overall value of a holiday — including flights, accommodation, weather, activities and crowd levels.
The Psychology Behind “Super September”
The rise of September travel also reflects a psychological change.
For decades, summer holidays were treated as something that had to happen during a narrow window. July and August represented freedom, sunshine and international travel.
But travellers are becoming more flexible.
Remote work, changing travel patterns, more sophisticated flight-search tools and growing awareness of dynamic pricing have made it easier for consumers to identify periods when destinations offer better value.
September is therefore benefiting from a wider cultural shift: travellers are becoming less interested in following the traditional holiday calendar and more interested in optimizing their experience.
Families Remain the Biggest Challenge
There is, however, an important limitation to the September trend.
Families with school-age children often have little flexibility. School calendars make July and August the easiest period for long international holidays.
This means the strongest growth in September travel is likely to come from couples, retirees, remote workers, younger adults, students outside fixed academic schedules and families with unusual flexibility.
As more travellers without school-related restrictions discover September, demand could continue rising.
The Risk of September Becoming the New Peak Season
There is an interesting paradox hidden inside the “Super September” trend.
If too many travellers discover that September is cheaper and less crowded, September could eventually become less cheap and less quiet.
Travel markets respond to demand. Airlines can increase capacity on popular routes, hotels can adjust prices upward and attractions can become busier.
The shoulder season works best precisely because it is a shoulder season. If millions of travellers move from July and August into September, part of the original advantage could disappear.
That does not mean September will suddenly become another July. But it does suggest that today’s bargain opportunities may not remain unchanged forever.
Climate Change Could Strengthen the September Trend
Another factor deserves attention: changing weather patterns.
Europe has experienced increasingly intense summer heat in recent years, making July and August uncomfortable or even dangerous in some locations.
As temperatures rise, travellers may increasingly prefer spring and early autumn for city breaks and sightseeing.
September could therefore benefit from two forces simultaneously: traditional price-conscious travel behaviour and a growing desire to avoid extreme summer heat.
This could make shoulder-season travel a structural trend rather than a temporary fashion.
Airlines Have an Incentive to Follow the Traveller
Airlines also have a strong reason to adapt.
If September demand continues growing, carriers can respond by increasing capacity, adding routes or adjusting schedules to capture the changing market.
This could create a positive feedback loop. More flights create more availability, more availability makes September easier to book, and easier booking encourages even more travellers to move their holidays.
The result could be a gradual reshaping of Europe’s annual tourism calendar.
Hotels Could Become More Competitive
Accommodation providers are also likely to respond to changing demand.
During July and August, popular hotels can often rely on strong occupancy. In September, however, they may need to compete more aggressively for customers.
That competition can produce better rates, upgraded rooms, flexible cancellation policies or additional services.
For travellers, this means the real September advantage may extend well beyond the price of a flight.
The Bigger Lesson for Travellers
The most important lesson from the “Super September” phenomenon is that travel timing can matter almost as much as destination choice.
A holiday to the same city can feel completely different depending on whether it takes place during peak season or shoulder season.
The flight may cost less, the hotel may be more affordable, restaurants may be easier to access, attractions may be less crowded and the weather may actually be more comfortable.
Travellers who focus only on destination rankings can therefore miss one of the easiest ways to improve their holiday: changing the date.
Deep Analysis: Commands for Smarter September Travel
Command 1: Compare Dates Before Destinations
Do not begin your search by asking only where you want to go. First compare the cost of travelling in July, August, September and October. The cheapest destination can become expensive during peak periods, while an expensive destination can become surprisingly affordable outside them.
Command 2: Calculate the Entire Holiday Cost
A cheap flight does not automatically mean a cheap holiday. Compare airfare, hotel rates, airport transfers, car rentals, meals and attractions before deciding. September becomes particularly powerful when several categories become cheaper simultaneously.
Command 3: Search Midweek Departures
Weekend flights are often more desirable and therefore more expensive. Travellers with flexibility should compare Tuesday, Wednesday and Thursday departures with Friday and Saturday options.
Command 4: Use Flexible Travel Windows
Instead of searching for one specific weekend, search across several days. Moving a trip by two or three days can sometimes produce a meaningful difference in airfare.
Command 5: Compare Multiple Spanish Cities
Do not assume Barcelona or Madrid will always provide the best value. Málaga, Valencia, Asturias and other destinations can offer completely different pricing and experiences.
Command 6: Check Local Events
Before booking, search for festivals, cultural celebrations and public events. A September trip can become much more memorable when it coincides with a major local celebration.
Command 7: Avoid Overplanning
One advantage of shoulder-season travel is flexibility. Leave some space in the itinerary for spontaneous discoveries, local restaurants, neighbourhood walks and unexpected events.
Command 8: Watch Weather Patterns
September is generally attractive, but weather varies dramatically by region. Southern Spain, northern Spain, Greek islands, Italy and Türkiye can all deliver different conditions.
Command 9: Compare Hotel Locations
Lower tourist demand may make central accommodation more attainable. A slightly more expensive central hotel could actually save money on transportation and make the entire trip easier.
Command 10: Consider Longer Trips
When flights and accommodation become cheaper, travellers may be able to extend their holidays without dramatically increasing their budgets. A nine-day September trip could potentially deliver better value than a shorter peak-season holiday.
Command 11: Look Beyond Beaches
September is an excellent time for city breaks, food tourism, hiking, cultural travel and road trips. The season should not be reduced to beach holidays.
Command 12: Watch the Trend Before Everyone Else
The biggest opportunity may exist while September is still transitioning into a mainstream travel month. As demand grows, some of today’s best prices may gradually disappear.
Command 13: Compare Airports
Travellers should consider nearby departure airports as well as their primary airport. A slightly longer journey to another airport can sometimes unlock substantially cheaper fares.
Command 14: Track Prices Before Booking
Rather than buying immediately after seeing one attractive fare, compare prices over several days when possible. Travel pricing can fluctuate considerably.
Command 15: Treat September as a Strategic Travel Month
The strongest conclusion is that September should no longer be considered an afterthought. It is increasingly becoming a strategic month for travellers who want to balance weather, price, comfort and cultural experiences.
What Undercode Say:
The Real Revolution Is Timing
The most interesting part of the “Super September” trend is not that travellers suddenly discovered Spain, Greece or Italy. They already knew these destinations were attractive. What is changing is when people believe they should visit them.
Peak Season Is Losing Its Automatic Advantage
July and August have traditionally been treated as the default months for European holidays. But the logic behind that tradition is weakening for travellers who have flexibility. If September offers comparable sunshine, lower prices and fewer crowds, peak summer loses some of its strongest advantages.
Value Is Becoming More Important Than Tradition
Modern travellers are increasingly asking whether they are receiving enough value for their money. High airfare, expensive hotels and crowded attractions can make a peak-season holiday feel less rewarding.
September addresses several of those problems at once.
Crowds Are Becoming a Major Travel Cost
Crowding is rarely included in a holiday budget, but it has a real impact on the experience.
Waiting in lines, struggling to find restaurant tables, competing for space on beaches and navigating packed historic centres can turn an expensive holiday into a stressful one.
A quieter destination can therefore provide value that does not appear on a booking receipt.
Climate Is Changing the Equation
Extreme summer temperatures could become one of the strongest long-term reasons for travelling outside July and August.
For tourists who want to walk through European cities, visit archaeological sites or explore rural areas, slightly cooler conditions can dramatically improve comfort.
Spain Is Particularly Well Positioned
Spain has an unusually strong combination of factors working in its favour: enormous geographic diversity, extensive coastline, major international airports, world-famous cities, strong food culture and a long warm season.
That makes the country almost perfectly designed for September tourism.
The 27.9% Figure Matters
Spain’s 27.9% share of the reported eSky September bookings is significant because it puts the country well ahead of Greece and Italy.
If the pattern continues, Spain could strengthen its position as Europe’s premier late-summer destination.
But Greece Could Be a Strong Challenger
Greece’s 17% share should not be overlooked.
Its islands, beaches and cultural attractions make it naturally suited to shoulder-season travel. If travellers increasingly prioritize warm weather without peak-season crowds, Greece could continue benefiting.
Italy’s Opportunity Is Different
Italy may benefit less from the pure beach-holiday argument and more from cultural tourism.
Cities that can become exhausting in peak summer may become more attractive when temperatures and tourist density decline.
That makes September particularly valuable for travellers interested in museums, architecture, cuisine and history.
The Biggest Winner May Be the Flexible Traveller
Not everyone can move their holiday into September.
But people who can — particularly couples, retirees, remote workers and flexible professionals — may have a growing advantage.
They can avoid the period when everyone else is competing for the same seats, rooms and attractions.
Airlines Will Eventually Notice
A 57% year-on-year increase in September bookings, as cited in the original article, would be difficult for airlines to ignore.
If demand remains strong, airlines have a commercial incentive to increase capacity and optimize schedules around the emerging trend.
Hotels Have Even More Reason to Adapt
Hotels may be able to benefit from stronger September demand while still maintaining a pricing advantage compared with peak summer.
The challenge will be determining how quickly to raise rates without destroying the value proposition that attracted travellers in the first place.
September Could Become More Expensive
The trend contains its own warning.
The more successful September becomes, the more businesses may adjust prices upward.
Travellers therefore have an incentive to take advantage of shoulder-season opportunities while they remain available rather than assuming today’s pricing will last indefinitely.
The Industry Is Moving Toward Dynamic Travel Calendars
The future of tourism may involve less emphasis on traditional seasons and more emphasis on demand patterns.
Travellers will increasingly choose dates based on price, weather, events and crowd levels rather than simply saying, “We always travel in August.”
This Could Reshape European Tourism
If September demand continues growing, the impact could spread across airports, hotels, restaurants, tour operators and local economies.
A stronger September season could help destinations distribute tourism revenue more evenly throughout the year.
Smaller Cities Could Benefit
The September trend could also encourage travellers to explore destinations outside the biggest tourist centres.
Once visitors become comfortable travelling during shoulder season, they may be more willing to discover smaller cities and regional destinations.
Tourism Could Become More Sustainable
Reducing the extreme concentration of visitors during July and August could help destinations manage tourism pressure more effectively.
It does not eliminate overtourism, but spreading demand across a longer period can potentially reduce the intensity of seasonal congestion.
The Traveller Gains More Control
Ultimately, the rise of September is about consumer power.
Travellers now have access to more pricing information, flexible search tools and detailed destination data than ever before.
That makes it easier to challenge the old assumption that everyone must travel at the same time.
September Is Becoming a Lifestyle Choice
The appeal is also emotional.
A September holiday can feel like an escape after the crowds have gone home. Beaches become calmer, cities become easier to explore and the transition from summer to autumn can create a different atmosphere.
The Smartest Holiday May No Longer Be the Most Traditional
There is nothing inherently wrong with travelling in July or August.
But travellers who automatically choose those months may be paying for convenience and tradition rather than maximizing their experience.
September gives them another option.
The Bigger Trend Extends Beyond Europe
The underlying principle — travelling immediately outside peak demand — applies worldwide.
From Southeast Asia to the Caribbean and from North America to the Mediterranean, travellers can often find better value by understanding seasonal demand rather than simply following conventional holiday periods.
“Super September” Could Become Self-Fulfilling
The more travel companies promote September, the more consumers will consider it.
The more consumers book September holidays, the more airlines and hotels will adapt.
And the more infrastructure adapts, the easier it becomes for travellers to choose September.
That creates the possibility of a self-reinforcing cycle.
The Next Stage Will Be Price Competition
The real test will come when more companies recognize September as a major commercial opportunity.
If airlines and hotels compete aggressively, travellers could enjoy excellent deals.
If demand rises faster than capacity, however, the September discount could shrink.
Timing Is the Ultimate Travel Hack
The strongest takeaway is remarkably simple: travelling at the right time can be more valuable than travelling to a different place.
A destination does not necessarily become less beautiful because summer ends. Sometimes it becomes more enjoyable.
September Deserves a Permanent Place on the Travel Calendar
The data presented in the original report suggests that “Super September” is more than a catchy phrase.
It reflects a changing relationship between travellers, seasons and value.
If the trend continues, September may eventually stop being regarded as the month after summer and instead become recognized as one of the best months of the year to travel.
✅ The ABTA figures cited in the original article show a steady rise in stated intentions to holiday abroad in September, from 17% in 2023 to 23% in 2024 and 24% in 2025.
✅ The eSky booking data cited in the article places Spain first among its September bookings at 27.9%, followed by Greece at 17%, Italy at 10%, Türkiye at 6.5% and Bulgaria at 6%.
❌ The reported flight-price reductions are specific examples from Brussels routes and should not be interpreted as guaranteed savings for every traveller, departure airport or Spanish destination.
Prediction
(+1) September is likely to become an increasingly important travel period as consumers continue looking for warmer weather, lower prices and fewer crowds without giving up European summer destinations.
(+1) Spain, Greece, Italy and Türkiye are well positioned to benefit because their climates, infrastructure and tourism industries allow them to remain attractive after the traditional peak season.
(+1) Airlines and hotels are likely to increase their focus on September demand, potentially creating more flight capacity, packages and targeted promotions.
(-1) The biggest risk is that September becomes a victim of its own success. If demand grows rapidly, airfare and accommodation prices could rise and some of the season’s crowd advantage could disappear.
(+1) Even if September becomes somewhat busier and more expensive, its combination of milder weather, cultural events and potentially better value should keep it firmly established as one of Europe’s most attractive travel months.
The Final Word: Summer Does Not Have to End in August
The rise of “Super September” represents a subtle but important change in the way people travel. The traditional summer holiday is no longer necessarily defined by July and August. For travellers willing to move their plans by a few weeks, September can offer many of the same pleasures with a different rhythm.
Spain’s leading position illustrates the opportunity particularly well. Warm weather, major cities, beaches, festivals and regional culture remain available, while selected routes can become dramatically cheaper after the peak summer rush.
The broader lesson is even more important. Travel is becoming less about following the calendar and more about understanding it.
For those with the flexibility to wait, September may offer something increasingly valuable: the feeling of summer without having to pay the full price of summer.
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