European tourism recorded a resilient and stable course in the second quarter of 2025, according to the latest report by the European Travel Commission (ETC) entitled “European Tourism: Trends & Prospects”. Despite ongoing economic pressures and the uncertainty caused by geopolitical developments, international tourist arrivals increased by 3.3% compared to the same period in 2024.
However, overnight stays showed a slight decrease of 0.7%, a development attributed to cyclical factors, such as the move of Easter to the end of April and changes in the school calendar, and not to a decrease in demand.
Cost challenges and new travel trends
The report notes that increased prices for tourism-related services may affect consumer spending. However, overall tourism spending in Europe is estimated to be 13% higher in 2025 compared to 2024. More cost-conscious travellers are looking for destinations that offer good value for money, which could benefit lesser-known destinations and reduce over-concentration in tourist hotspots.
As ETC President Miguel Sanz said, “The tourism industry is facing new challenges, from economic pressures to geopolitical turmoil and growing concerns about overtourism. Nevertheless, European destinations are showing remarkable resilience. To maintain this momentum, investment in innovation and the development of sustainable, inclusive tourism models is required.”
Off-peak demand on the rise – Shift to sun and beach
Searches for spring breaks increased by 36% year-on-year among European travellers, with the vast majority seeking sun and beach destinations. The move of Easter to the end of April provided a boost, but the trend also reflects a broader shift in travel preferences, with more people seeking to avoid the high temperatures and crowds of summer.
Malta recorded a 19% increase in arrivals, boosted by improved air connectivity, while Cyprus saw a 16% increase, capitalising on its geographical location and year-round appeal. Larger summer destinations such as Spain (+7%) and Portugal (+3%) also benefited from this trend.
Notable increases were also recorded in Central and Eastern European destinations such as Latvia (+16%), Lithuania (+15%) and Hungary (+14%), indicating further recovery from the effects of the pandemic and the war in Ukraine.
Price increases, but also spending
ETC records increases in the cost of many tourism services, with further price increases expected in the summer months. International flight prices to the Mediterranean increased by 5% in the first four months of 2025 on an annual basis, while package holidays showed a 7% increase.
Despite the price increases, southern European destinations such as Spain, Cyprus and Malta saw a significant increase in tourism revenues in the first months of the year, which shows that travelers are spending more, especially outside peak periods. Overall, tourism spending is expected to increase by around 13% compared to 2024, with the increase in revenues exceeding that of arrivals.
Transatlantic Travel Resilience
Travel flows from the United States to Europe remain strong, with the majority of destinations recording higher arrivals than in 2024. Norway (+35%) and Denmark (+24%) saw impressive increases in overnight stays. Croatia (+18%), Montenegro (+17%), and Greece (+16%) also showed a positive picture for American visitors.
The international uncertainty has also led to a decrease in airfares on popular routes between the United States and destinations such as Spain, Italy, and the United Kingdom, which is expected to further support tourism demand.
At the same time, China is gradually returning to the European tourism scene. All destinations recorded increases in arrivals or overnight stays by Chinese travelers compared to 2024. Croatia (+7%), Estonia (+15%), and Romania (+20%) showed strong growth, while larger destinations such as France and Spain expect further boosts with increased air connections.
The continued return of Chinese travelers to Europe is supported by rising incomes, improved air connectivit,y and favorable travel policies. At the same time, geopolitical tensions with the US appear to be boosting interest in European destinations.
