European Tourism 2025 – Trends & Prospects (Q4/2025)

European travel demand remained strong into the final quarter of 2025, amid signs of shifting preferences and resilient spending

Travel to and within Europe remained robust throughout 2025. Across the continent, year-to-date international arrivals and overnights increased by 3.2% and 3.1% respectively compared to 2024, with most countries reporting data up to at least November. In both cases, this represents an improvement on last quarter, indicating strong travel demand for the autumn and early winter periods. Northern and Central/Eastern European destinations witnessed substantial increases in inbound tourism flows, with international arrivals increasing in Finland (14.1%), Norway (12.9%), Poland (12.0%), Slovakia, (10.8%) and Hungary (9.3%), while international overnights increased substantially in Lithuania (22.8%), Iceland (10.0%) and Latvia (8.5%). These figures signal a growing interest in cooler and off-the-beaten-track destinations, although the percentage growth stems from a relatively lower base. More traditionally popular destinations also recorded robust demand, with foreign arrivals increasing year-on-year in France (8.2%), Greece (4.4%), Spain (3.4%), and Italy (1.2%). Despite more marginal percentage gains, these represent a much larger share of traveller flows in terms of volume.

Increasing travel prices have had diverging effects. On the one hand, they have spurred travellers to seek value through off-season travel or off-the-beaten-track destinations; on the other, they are leading to shorter stays in some destinations.

International tourist arrivals are expected to grow by a further 6.2% year-on-year overall in 2026, although an increasing share of this growth will be driven by long-haul travel, particularly from Asia-Pacific markets, benefiting European destinations with higher exposure to these visitors

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