Europe's tourism sector demonstrated resilience in late 2025, with traveller spending increasing faster than arrivals, as reported by the European Travel Commission (ETC). The year-to-date international arrivals to Europe rose by 3.2% compared to the previous year, whilst overnight stays increased by 3.1%. This growth indicates a robust demand for travel during the autumn and early winter months.
Notably, the overall travel expenditure in Europe surged by 9.7% in 2025, highlighting a shift towards higher per-trip spending rather than sheer volume expansion. This trend underscores a value-oriented demand, with travellers prioritising quality experiences over quantity.
Northern and Central/Eastern European destinations experienced significant growth in inbound travel. Finland, Norway, Poland, Slovakia, and Hungary reported notable increases in arrivals, whilst Lithuania, Iceland, and Latvia saw substantial rises in international overnight stays. These regions are benefiting from a growing interest in cooler climates and less crowded destinations.
Meanwhile, traditional tourism hotspots in Southern and Western Europe, such as France, Greece, Spain, and Italy, maintained solid performance, reflecting continued demand for established destinations. However, higher travel costs are influencing consumer behaviour, with many opting for off-season trips and alternative locations to find better value.
Looking ahead, the ETC forecasts a 6.2% rise in international arrivals to Europe in 2026, driven by long-haul markets like China and India. Despite ongoing economic challenges, the steady demand and increasing interest in shoulder-season travel position Europe to focus on sustainable tourism growth. Miguel Sanz, President of the ETC, noted, "Growth in traveller spending is outpacing that of arrivals, allowing destinations to focus more on value than volume."
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