The times when overtourism was your biggest worry during a European summer feel like a distant memory now. As 2026’s peak season gets into full swing, you likely have more pressing concerns: Will you get there? Will you make it back? And can you stay healthy while you’re there?
“The reality of travel is very different now,” says Julia Lo Bue-Said, CEO at the Advantage Travel Partnership, and one of the European travel industry’s big beasts. “We’re having to operate in a very different geopolitical environment and there are big, macro topics that are impacting everything — not just vacations but our way of life, our weather, everything. That’s just our world now.”
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