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For most people, September might seem like an unlikely month for a holiday. It’s a month when the summer is winding down and kids are going back to the classroom.
In the last three years, however, the trend has been heading in the opposite direction.
ABTA’s Travel Trends 2026 report highlights the “Super September” trend, as more and more travellers seek out the month to venture abroad.
Since 2023, travellers’ intention to holiday abroad in September has steadily risen, with almost a quarter (24%) saying in 2025 that they are planning on taking a holiday in that month. This is up from 23% and 17% in 2024 and 2023, respectively. It’s a trend that ABTA expects to continue.
It’s not only ABTA’s data that points to September’s rising popularity.
“We are seeing a clear shift in the way European travellers are approaching the beginning of the shoulder season,” Marcin Starkowski, Group PR Manager at eSky.com online travel agency, told Euronews Travel.
The “shoulder season” refers to the quieter months either side of a destination’s peak travel times – offering visitors fewer crowds, and potentially, better value for money.
“September is becoming an increasingly attractive month for travel, combining favourable weather with lower prices, fewer crowds and greater flexibility than during the peak summer month,” Starkowski added, also highlighting a 57% year-on-year increase in September bookings.
But just where are travellers looking for a September to remember heading to?
Spain emerges as a favourite for shoulder season
According to eSky data, Spain has attracted the most travellers with a 27.9% share of customers’ bookings for September this year, ahead of Greece (17%), Italy (10%), Türkiye (6.5%), and Bulgaria (6%).
For travellers willing to shift their holiday from summer to early autumn, September can also bring a lighter price tag.
From Brussels, flight fares to Spanish destinations are notably more affordable, according to eSky data which found:
- Malaga: dropped from €278 in July to €148 in September, a fall of 46.8%
- Valencia: dropped from €241 in July to €217 in September, a fall of 10%
- Madrid: dropped from €219 in July to €114 in September, a fall of 47.9%
- Asturias (Oviedo): dropped from €299 in July to €106 in September, a fall of 64.5%“Across all four routes, fares ease once the peak summer holiday rush winds down, with the steepest decline on flights to Asturias and Madrid,” Starkowski said. September across Spain is also a month jam-packed with festivals and cultural events. In Barcelona, La Mercè is the city’s biggest festival – a four-day citywide event of fireworks, gravity-defying human towers and parades. Other festivals to add to your Spanish September holiday calendar include America Day in Asturias, where floats, folk groups, and colourful parades celebrate the region’s emigrants to America who would return to visit during the summer.
Where eSky’s travellers are booking in September
- 1. Spain: 27.9%
- 2. Greece: 17%
- 3. Italy: 10%
- 4. Türkiye: 6.5%
- 5. Bulgaria: 6%
“What connects these destinations is their ability to offer a genuine extension of summer,” Starkowski said.
“Travellers no longer have to choose between a traditional holiday and a sunny city break in autumn – many destinations combine warm temperatures, attractive prices and a rich range of experiences.
“At the same time, travelling during the shoulder season allows tourists to avoid the busiest periods, making sightseeing and exploring destinations more comfortable.”
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