Europe’s southern coastline is reclaiming the travel spotlight, with travel data predicting record-breaking demand for Portugal, Spain and the French Riviera in 2026 as travellers increasingly prioritise culture, cuisine and coastal charm for their next European escape.
From Lisbon’s creative quarters to Marseille’s reimagined waterfront, we look at why the western Mediterranean is emerging as one of 2026’s most desirable regions in Europe to explore.
Portugal and Spain are experiencing a new golden age of travel. Portugal is projected to surpass pre-pandemic highs for the first time this year, according to the World Travel & Tourism Council (WTTC), which reports the country is set to exceed 80 million overnight stays. Spain, meanwhile, continues to break records — expected to outpace the 94 million international visitors recorded in 2024, the highest in its history.
This surge isn’t just about numbers, though — it’s about evolution. Lisbon has become Europe’s latest “it” city, fuelled by digital-nomad visas, Michelin-star openings and creative hubs like the MAAT museum, LX Factory and Porto’s World of Wine all showcasing the country’s modern cultural confidence.
Further south, Gibraltar is drawing renewed visitor interest with its distinct British-meets-Andalusian identity, while Ibiza has partially traded its “party island” reputation for an upscale blend of wellness, art and gastronomy. The success of Global Wellness Day 2025, which attracted hundreds to nature-based and preventative health events across the island, is but one example of this major shift.
Go Here With Sure: Explore the best of the Iberian coast with NCL’s 7 Night Portugal, Gibraltar and Ibiza Cruise for 35% less when you book with Sure Travel by 20 October 2025. Cruise now priced at R20,118 pps, and includes an upgrade to NCL’s More At Sea package (Premium Beverages, Speciality Dining, Excursion Credits and High-Speed Wi-Fi). Full details and Ts & Cs here.
Further east, the Riviera is enjoying its most vibrant revival in years. Nice has unveiled new coastal promenades and tram links, while Florence’s art scene now extends well beyond the Uffizi, with contemporary exhibitions at Palazzo Strozzi and a growing independent gallery circuit.
On the Amalfi Coast, sustainability has become the new luxury — from electric ferries connecting Positano to Sorrento to restrictions designed to protect the region’s Unesco-listed coastline. This move toward mindful, low-impact travel is resonating with a new generation of visitors seeking indulgence without excess.
Go Here With Sure: Experience the Riviera revival with NCL’s 7 Night NCL Nice, Florence and Amalfi Coast cruise for 35% less when you book with Sure Travel by 20 October 2025. Cruise now priced at R20,981 pps, and includes an upgrade to NCL’s More At Sea package (Premium Beverages, Speciality Dining, Excursion Credits and High-Speed Wi-Fi). Full details and Ts & Cs here.
Long overshadowed by Cannes and Monaco, Marseille has stepped confidently into the spotlight with its thriving street-food scene, music festivals and regenerated waterfront.
Former industrial districts like La Joliette and Le Panier are now buzzing with independent galleries, markets and fusion restaurants celebrating both North African and Provençal influences. The result is a city that’s gritty, creative and uniquely Mediterranean — and travellers are taking notice.
Go Here With Sure: Sail straight into magical Marseille with NCL’s 7 Night Nice, Florence and Marseille cruise for 35% less when you book with Sure Travel by 20 October 2025. Cruise now priced at R19,353 pps, and includes an upgrade to NCL’s More At Sea package (Premium Beverages, Speciality Dining, Excursion Credits and High-Speed Wi-Fi). Full details and Ts & Cs here.
What’s drawing travellers back to the Mediterranean isn’t novelty — it’s nostalgia, refined.
The region continues to balance authenticity, history and modern appeal while addressing overtourism through sustainable initiatives, cleaner ports and improved visitor management. With better connectivity from hubs like Barcelona, Lisbon and Nice, the western Med is poised to define the travel zeitgeist of 2026.
Whether you’re chasing Renaissance art, coastal vineyards, or the simple pleasure of watching the sun sink into a sapphire sea, there’s never been a better time to go.
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Sure Travel’s trusted partner Norwegian Cruise Line (NCL) is offering 35% off all cruises booked by 20 October 2025. Plus the offer includes an upgrade to NCL’s More at Sea package (Premium Beverages, Speciality Dining, Excursion Credits and High-Speed Wi-Fi).
Ask your Sure Travel Agent about all Mediterranean cruises on offer, like these three incredible deals:
7-Night Portugal, Gibraltar and Ibiza Cruise onboard NCL Dawn, NOW priced at R20,118 pps (35% off). Plus quoted rate includes an upgrade to NCL’s More at Sea package: Premium Beverage Package; Speciality Dining Package; Wi-Fi Minutes Package; Shore Excursions Credit. Full package details here.
7-Night Nice, Florence and Amalfi Coast Cruise onboard NCL Epic, NOW priced at R20,981 pps (35% off). Plus quoted rate includes an upgrade to NCL’s More at Sea package: Premium Beverage Package; Speciality Dining Package; Wi-Fi Minutes Package; Shore Excursions Credit. Full package details here.
7-Night Nice, Florence and Marseille Cruise onboard NCL Epic, NOW priced at R19,353 pps (35% off). Plus quoted rate includes an upgrade to NCL’s More at Sea package: Premium Beverage Package; Speciality Dining Package; Wi-Fi Minutes Package; Shore Excursions Credit. Full package details here.
Hurry; sale ends 20 October 2025! To book/enquire, contact your nearest Sure Travel Agency.
