The summer destinations everyone is planning now
This summer, the strongest demand is forming around coastlines, according to Oroko Travel.
Each summer, certain destinations begin standing out for different reasons. Sometimes it is a cooler climate just as southern Europe peaks in heat. Sometimes it is a coastline experienced in a new way, or a country that suddenly feels perfectly timed for how people want to travel now. Cooler air instead of heat. Space instead of crowds. A better pace. Holidays that feel easier to move through.
Luxury Irish travel company Oroko spends time on the ground each year refining the hotels, regions and experiences shaping how people want to travel now. This summer, the strongest demand is forming around coastlines, cities paired with quieter landscapes and destinations where season and timing make all the difference. Some are long-standing favourites seen differently. Others are places emerging for an entirely new season.
These are the destinations defining summer 2026 and why they work so well right now.
Morocco is emerging as one of the most interesting alternatives to the traditional Mediterranean summer. One of the clearest examples of that shift can be seen along Morocco’s Atlantic coast, where Oroko has recently begun focusing more closely on journeys through Essaouira and Oualidia — a softer, sea-led contrast to the intensity of Marrakech, the Atlas Mountains and Agafay.
In Essaouira, days are shaped by surf lessons, horseback rides along the beach, seafood lunches and time exploring the medina, all balanced by the cooler Atlantic air moving through the city. Further north, the journey continues into Oualidia, where the open Atlantic softens into a calm lagoon. Kayaking, boating and oyster farms replace the energy of the Atlantic, while boutique stays and quieter beaches create a gentler final stretch to the holiday.
Morocco also comes into its own later in the year. October is one of the best times to combine Marrakech, the Atlas Mountains and Agafay, when the heat eases and the focus shifts naturally towards food, culture and desert evenings beneath the stars.
One of the clearest shifts this year is the move towards cooler summer destinations, and Norway holidays are quickly becoming one of the strongest emerging trends.
The Lofoten Islands are leading that change. Long daylight hours, dramatic fjords and small fishing villages create a summer shaped by the outdoors. Days are spent kayaking from Nusfjord, driving between islands, taking boats through Trollfjord and hiking along the coastline beneath the midnight sun. It offers a completely different kind of summer escape — cooler, quieter and far more active than a traditional beach holiday.
Beyond the Lofoten Islands, Norway’s fjord regions are also seeing renewed interest for summer. Bergen, the Flåm Railway and Norway’s fjords combine long daylight hours, scenic rail journeys, hiking and fjord cruising into one of Europe’s most naturally beautiful warm-weather escapes.
Alongside Norway, Iceland also comes into its own during summer, when extended daylight hours open up the Ring Road for longer self-drive journeys through volcanic landscapes, waterfalls and remote coastal scenery. Moving slowly between geothermal lagoons, black-sand beaches and small Nordic towns offers a very different kind of summer escape entirely.
Luxury holidays to Greece remain one of the most dependable choices for family summer travel, particularly across the Cyclades and Crete.
For many families, the appeal lies in combining several places into one easy-flowing journey. Athens introduces mythology, archaeology and city life before the Cyclades bring a complete change of scenery — from Mykonos’ lively coastline to the calmer pace of Paros and the dramatic volcanic cliffs of Santorini.
For younger families, Crete continues to stand out. Resorts such as Daios Cove are designed around flexibility and ease, with spacious suites, private pools and refined all-inclusive dining allowing days to unfold naturally without overplanning.
Sailing holidays are also becoming increasingly popular across Greece. Private crewed yacht journeys through the Saronic Islands and Cyclades offer a more relaxed way to experience the islands, moving easily between harbours, beaches and quieter coves throughout the week.
Luxury holidays to Italy remain as popular as ever, but increasingly the appeal lies in experiencing the country’s most iconic regions differently. The launch of Oroko’s Sailing Collection reflects a growing shift towards experiencing the Amalfi Coast by yacht rather than by road. Instead of crowded transfers and busy coastal routes, journeys unfold aboard private catamarans travelling between Positano, Capri, Procida, Ischia and Amalfi.
Seen from the water, the coastline changes completely. Hidden coves replace busy viewpoints, long lunches stretch naturally into the afternoon and evenings ashore begin without the pressure of traffic or fixed schedules. It also opens up a more local side of the region — seafood lunches in Procida while the harbour still belongs to fishermen, waterside trattorias reached quietly by boat and slower moments ashore that feel removed from the intensity of peak summer.
Elsewhere in Italy, Tuscany continues to attract those drawn to craftsmanship, food and culture. Florence’s perfumeries, ateliers and leather workshops pair naturally with vineyard estates, Brunello tastings and long countryside lunches, creating journeys that feel rooted in place rather than rushed between landmarks.
Luxury holidays to Spain continue to evolve well beyond the traditional Mediterranean resort stay. Along the Basque Coast, journeys are shaped by food, surf culture and Atlantic scenery. Routes between Bilbao, San Sebastián and Biarritz combine pintxos bars, vineyard tastings, surf beaches and long lunches in the foothills of the Pyrenees. For families with teenagers especially, it offers a balance of activity, coastline and culture without feeling overly structured.
Further south in the Balearics, the focus shifts towards slower resort stays and wellness-led escapes. At Oroko partner property Six Senses Ibiza, days move between boat trips, swimming, yoga and farm-to-table dining overlooking Cala Xarraca on the quieter northern coast of the island.
For those looking to explore further, combining Mallorca and Menorca offers another side to the Balearics entirely — balancing refined beach resorts with hidden coves, coastal drives and a gentler pace away from the busier parts of the Mediterranean.
Planning summer 2026 now This year’s defining summer destinations reflect a clear shift in travel: cooler climates, coastal routes, sailing journeys and holidays that feel easier to move through from beginning to end.
The strongest summer journeys are rarely built around one hotel or one destination alone. They work because of how each part fits together — when you move, where you pause and how the experience changes from place to place. That level of detail comes from first-hand knowledge, thoughtful pacing and understanding exactly when a destination works best.
Summer 2026 is already well underway across many of Europe’s most sought-after hotels, resorts and sailing routes, particularly in Greece, Spain, Italy and Morocco, with availability for peak dates becoming increasingly limited.
To begin planning your summer journey, speak with an Oroko travel designer on 01 2600 240 or visit orokotravel.ie.
