2016 marked the seventh consecutive year of growth for European tourism. The most visited region in the world welcomed 620 million international tourist arrivals last year, a modest but welcome 2% increase compared to 2015. Overall, Europe proved incredibly resilient to safety and security challenges with majority of European destinations reporting continued growth towards the end of 2016.

Europe is still one of the world's most vibrant and appealing destinations for travellers around the world and still enjoys more than 50% of the tourism market share globally. Prospects remain positive with tourist flows to Europe expected to increase by around 3% in 2017

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