Top 5 Emerging European Destinations for 2025 Group Travel

In 2025, European travel is shifting—moving beyond traditional hot spots like Paris, Rome, and Barcelona. As travelers seek fresh experiences and off-the-beaten-path destinations, B2B travel planners and agencies must adapt by offering new, captivating alternatives. Whether you’re curating cultural tours, incentive trips, or luxury group experiences, knowing where the momentum is heading gives you an edge.

Here are the Top 5 Emerging European Destinations for 2025 Group Travel, handpicked for their growing popularity, group-friendly infrastructure, and unique offerings.

1. Albania – The Adriatic’s Untouched Gem

Albania is rising fast in the European travel scene, thanks to its stunning coastline, rich history, and budget-friendly appeal. For group travel, it offers a Mediterranean alternative without the crowds—or the cost—of Italy or Greece.

Why It’s Ideal for Groups:

• Diverse Experiences: Combine ancient ruins like Butrint with modern seaside towns like Sarandë.
• Affordable Luxury: Boutique hotels and private experiences at a fraction of Western European prices.
• Nature & Culture: From the Albanian Alps to Ottoman towns like Gjirokastër, there’s depth for themed itineraries.

Pro Tip: Package Albania with nearby Montenegro or North Macedonia for a unique multi-country Balkan tour.

2. Slovenia – Central Europe’s Sustainable Star

Slovenia is emerging as a favorite for eco-conscious travelers and small-to-mid-sized groups. Its compact geography makes it easy to explore in 5–7 days, making it ideal for corporate getaways and incentive trips.

Highlights for B2B Tour Operators:

• Ljubljana: Europe’s greenest capital, great for walking tours and sustainable dining.
• Lake Bled & Triglav National Park: Perfect for soft adventure and wellness-themed tours.
• Wine & Cuisine: Slovenia’s culinary scene is gaining fame, offering group-friendly farm-to-table experiences.

Fun Fact: Slovenia was awarded the title of European Region of Gastronomy, making it an exciting add-on for food-focused itineraries.

3. Discover Iceland’s Volcanic Power

• Explore active and dormant volcanoes:
• Fagradalsfjall (recent eruptions near Reykjavik)
• Hekla and Katla (among Iceland’s most feared volcanoes)
• Walk across vast lava fields in places like Laki or Eldhra

What Makes It B2B Gold:

• Tbilisi: A dynamic capital blending modern cafés with medieval charm.
• Wine Regions: Kakheti offers immersive vineyard experiences ideal for groups.
• Adventure-Ready: Activities like hiking, horseback riding, and off-road excursions appeal to younger group travelers.

4. Poland – Eastern Europe’s Cultural Powerhouse

Poland is shedding its under-the-radar status. With excellent infrastructure, growing interest from Gen Z and Millennial travelers, and a mix of urban charm and rural heritage, Poland is ideal for group travel.

Group Travel Advantages:

• Historic Cities: Warsaw and Kraków offer rich WWII history and vibrant nightlife.
• Themed Tours: Jewish heritage, Chopin music tours, and industrial-to-art transformations in Łódź.
• Natural Wonders: Masurian Lakes and Tatra Mountains are ideal for active groups.

Tip for Planners: Poland works beautifully for educational, heritage, and even religious group travel segments.

5. Portugal’s Alentejo Region – The Next Tuscany

While Lisbon and Porto remain popular, Alentejo is Portugal’s emerging star for groups seeking tranquility, authenticity, and luxury without the overtourism.

Why It’s on the 2025 Radar:

• Cultural Richness: Roman ruins, medieval castles, and UNESCO-listed Évora.
• Wine & Wellness: Rural estates (quintas) offer immersive stays with vineyard tours and spa experiences.
• Ideal for Slow Travel: A slower pace makes Alentejo perfect for wellness or retreat-focused group packages.

B2B operators should work with the best DMC for Europe to source hidden gems, private tastings, and off-the-map accommodations for exclusive itineraries.

Why Emerging Destinations Matter in B2B Group Travel

Emerging destinations give B2B travel partners several strategic advantages:

• Higher Margins: Less competition means better supplier negotiations and value-add opportunities.
• Exclusivity: Unique experiences build client loyalty and agency differentiation.
• Flexibility: Newer destinations are often more adaptable to group needs and themes.

Working with the best DMC for Europe is key to unlocking these markets. A strong DMC partner ensures ground support, insider access, and seamless logistics—especially important when entering less-developed or fast-changing regions.

Final Thoughts

As group travel continues to rebound and evolve in 2025, travel professionals must stay ahead of trends. These five destinations—Albania, Slovenia, Georgia, Poland, and Portugal’s Alentejo—offer fresh, profitable opportunities for group tour design.

If you’re a tour operator, corporate planner, or travel agent looking to expand your offerings, these emerging European gems can position your brand as forward-thinking and client-focused.

And remember, to truly stand out and deliver top-tier group experiences, partner with the best DMC for Europe—one that understands local nuances, speaks your business language, and delivers excellence from planning to execution.