European Tourism 2025 – Trends & Prospects (Q1/2025)

European tourism maintains momentum in early 2025 despite rising global uncertainty

2024 was a landmark year for European tourism, as international tourist arrivals officially achieved pre-COVID levels. Early 2025 brought further growth, with international arrivals up 4.9% compared to the same period in 2024 and overnight stays increasing by 2.2%. Despite growing global uncertainty – including geopolitical tensions and new US tariffs – demand has remained resilient, supported by trends toward value-for-money destinations and off-peak travel.

Winter destinations were key drivers of performance this quarter: Slovakia and Norway saw arrivals rise 14.3% and 13.2% above 2024 levels respectively, with Norway also recording a 15.3% jump in overnight stays. Central and Eastern Europe rebounded strongly, led by Latvia (+27.8%), thanks to improved confidence and connectivity. Southern & Mediterranean hotspots delivered strong results during the winter months, driven by demand from travellers seeking milder climates. Spain attracted over 10 million arrivals in two months, while Cyprus (+15.4%) and Malta (+12.6%) benefited from growing off-season travel demand.

Amid economic pressures and rising costs for tourism-related services, value remains a top priority for travellers. Countries like Romania gained from their affordability, whereas pricier destinations such as Iceland experienced declines. Despite concerns over US tariffs, transatlantic travel to Europe held up in early 2025, with over 80% of reporting destinations recording year-on-year growth from this market.

Please find the press release and infographic.