After a strong summer, European tourism continued to gain momentum in 2025, as international arrivals in Europe from the beginning of the year until today increased by 3% and overnight stays by +2.7%.
At the same time, estimates for travel spending in Europe for the whole of 2025 point to an increase of up to 10%, reflecting the continent’s attractiveness and the resilience of consumer demand.
Despite high prices and the high temperatures that prevailed during the summer, travelers continued to visit the continent, using new digital tools and adopting flexible travel habits.
Meanwhile, arrivals from Asia increased, the U.S. market remained strong, and the outlook for European tourism in 2026 revolves around the stabilization of its performance.
It is noted that the indicators for 2026 are positive, with most surveys forecasting a 6.8% increase in international arrivals to Europe in 2026, due to the continued recovery of long-haul markets, particularly in Asia-Pacific. Travelers continue to prioritize spending and increasingly use technology to find better value for money and more comfortable travel periods.
These findings come from the latest third-quarter report by the European Travel Commission (ETC).
Travel spending in Europe is expected this year to represent 3.1% of total consumer spending, exceeding both last year’s share and the average for the 2010–2019 period.
Destinations that stood out this summer
The performance of individual countries confirms the growing demand for cooler, nature-oriented, and affordable destinations. Of the 34 countries surveyed, 30 report positive results in arrivals or overnight stays. Specifically:
• Southern Mediterranean: Malta (+12%), Cyprus (+10%), Spain (+4%), Portugal (+2%).
• Northern Europe: Norway (+14%), Iceland (+3%), Finland (+14%), Latvia (+7%), Estonia (+4%).
• Competitive destinations: Poland (+13%), Hungary (+9%).
• Minor losses: Germany (-2%) due to last year’s European Football Championship, Turkey (-1%) due to rising costs.
28% will shift holidays off-season in the next two years
Weather events and capacity restrictions once again affected many travelers this summer and took a prominent place in online discussions about travel in Europe. The report’s findings show that some travelers are now reconsidering when they travel: 28% of travelers from eight key outbound markets plan to move their trips to different months over the next two years to avoid overcrowding, excessive heat, and to save money.
Artificial intelligence is changing the map of travel planning
In addition, travelers are using AI tools to find better deals, less crowded destinations, and ideal dates beyond the peak season. At the same time, OTAs are adopting AI assistants, giving platforms a new role in managing demand. For destinations, Artificial Intelligence presents new opportunities to reach younger audiences, promote travel during the shoulder season, and offer more personalized experiences.
AI adoption has reached 18% (compared to 10% last year), with Gen Z and Millennials leading the way. Technology usage is highest in China (40%), followed by the United States (27%), showing how digital habits vary across different markets.
Value and affordability shape traveler choices
Price pressure remains high across Europe, pushing travelers to seek value-for-money options. This strengthens destinations in Central and Eastern Europe, such as Poland, Hungary, and Slovenia.
Long-haul markets: Asian markets rising, U.S. stable
Travel from long-haul markets to Europe continues to strengthen. Japan recorded a 24% increase in arrivals to Europe year-on-year, supported by improved air connectivity and a stronger yen. China also showed a 21% increase, with outbound travel increasingly driven by younger travelers. However, more than three-quarters of destinations participating in the survey reported lower levels of tourism from both these markets.
Travel from the United States increased by 5% year-on-year, adding to a cumulative gain of 35% above pre-pandemic levels. According to the latest global risk survey by Oxford Economics, potential “turbulence” stemming from U.S. trade policy is considered a key risk factor for international American travel in the coming years.
Europe remains the world’s top destination, noted ETC President Miguel Sanz. Travelers are seeking authenticity, quality, and better organization through AI, while priorities now include extending the season, increasing length of stay, and ensuring benefits flow back to local communities, he added.
