TUI: Belgian last-minute travellers become more selective as summer bookings rebound

Belgian travellers are taking a more deliberate approach to booking last-minute summer holidays in 2026, according to new data from TUI Belgium. The tour operator reports that customers are increasingly comparing prices, hotel reviews, flight durations and weather conditions before making their final choice.

Demand for sun destinations has been boosted by Belgium’s unsettled spring weather, while improving geopolitical conditions have helped restore consumer confidence. TUI also notes that the recent heatwave has encouraged many travellers—particularly urban families—to seek holidays offering space, swimming facilities and air-conditioned accommodation.

Despite more careful decision-making, traditional favourites continue to dominate. Spain, Greece and Turkey remain the most popular destinations among Belgian holidaymakers. The most-booked last-minute destinations are the Turkish Riviera, Majorca, Kusadas?, Tenerife and Kos.

Among the strongest-growing regions, the Turkish Riviera leads with a 30% increase in bookings compared with last year, followed by mainland Tunisia (+21%), the Costa del Sol (+18%), Gran Canaria (+14%) and Majorca (+7%). At the country level, Portugal recorded the largest growth, with bookings up 30%.

Price remains a crucial consideration. The average last-minute holiday budget reached €1,464 per adult during the first half of June. Destinations such as Cape Verde, Italy and Greece tend to exceed that average, while Tunisia, mainland Spain and Morocco remain among the most affordable options.

TUI says the recovery in bookings has been supported by aggressive hotel promotions, with discounts reaching up to 58%. However, as the peak summer season approaches, availability is expected to tighten, reducing the number of attractive last-minute deals still on the market.

The cheapest last-minute destinations currently include Lesbos, Montenegro, Samos, Albania and Djerba.