European tourism has shown remarkable resilience in the face of rising geopolitical and economic uncertainties, according to the European Travel Commission's latest report.
In the first half of 2026, international tourist arrivals to Europe increased by 5% compared to the same period in 2025, with overnight stays up by 4.8%.
Despite challenges such as weaker consumer confidence and disruptions from the Middle East conflict affecting aviation, nearly 80% of European destinations reported growth in Q2. Greece, Italy, and Malta led the charge with significant increases in arrivals, driven by strong connectivity and efforts to spread demand beyond peak seasons.
Northern Europe outperformed other regions, with a 10% rise in arrivals, whilst Central and Eastern Europe saw a 5.2% increase. Southern and Mediterranean Europe also recorded substantial growth, particularly in Malta, Greece, and Spain.
However, some destinations like Cyprus and Türkiye faced declines due to their proximity to the Middle East conflict. European air travel showed strong growth in early 2026 but slowed in April due to disrupted long-haul flights.
Spending per visitor has increased, with Greece seeing a 64.3% rise in travel spending. As travellers become more price-sensitive, destinations offering value and proximity are likely to attract more visitors. Interest in sustainable tourism is growing, though only 41% of consumers plan to change their travel habits for environmental reasons.
Miguel Sanz, President of the European Travel Commission, noted, "Travel remains a priority for consumers, but the way people travel is changing. Affordability, safety, proximity, and value for money are becoming increasingly important in destination choice."
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