Insight Hub

In this conversation, Caroline Bremner discusses how destinations can use shoulder and off-peak travel to manage capacity pressures and support sustainable growth.

In this destination case study, Leslie Vella examines how Malta is encouraging year–round travel beyond its peak summer season.

This webinar explores effective marketing strategies for encouraging travel beyond Europe’s traditional high season.

This webinar explores changing seasonality patterns across European source markets and the factors shaping travel demand beyond peak periods

This webinar explores how European destinations can better use shoulder and off-peak capacity through stronger product development and visitor experiences.

The session explores knowledge sharing, aligned strategies and innovation to support resilient, sustainable visitor economies. 

In this session, Edmund Morris explores how crowding affects destinations and creates commercial risks for tourism businesses.

In this session, Douglas Quinby from Arival presents research on the evolving multi day tours and activities sector.

In this session, Doug Lansky explores how destinations can tackle seasonality through innovative off-season products and experiences.

In this session, John Boulding from Vox Group explores how technology can support visitor dispersal and encourage off season travel.

In this SHOP Fast Track session, our tourism statistics expert David Edwards explores key population trends and how they are influencing demand for European travel today and in the years ahead. 

In this SHOP Fast Track session, Data Appeal’s Hannah Babineau explores off peak and low season travel trends across Europe.

In this session, Pio Macchiarulo from GetYourGuide shares findings from a sustainability impact study in Italy.

Following SHOP 2026, we're pleased to share this handbook, packed with insights and ideas to help extend the season and diversify itineraries.