Inbound travel spending across Europe is estimated to have increased by
9.7% in 2025, outpacing the growth in arrivals across most destinations. This divergence
indicates that tourism performance is increasingly supported by higher per-trip
expenditure and value-driven demand, rather than volume growth alone.
Northern and Central and Eastern European destinations recorded some of the
strongest relative increases in inbound flows. Finland (+14.1%), Norway
(+12.9%), Poland (+12.0%), Slovakia (+10.8%) and Hungary (+9.3%) reported
notable gains in arrivals. International overnights rose significantly in
Lithuania (+22.8%), Iceland (+10.0%) and Latvia (+8.5%), reflecting growing
interest in cooler climates and less crowded destinations.
Southern and Western European destinations also maintained solid performance. Foreign arrivals increased in France (+8.2%), Greece (+4.4%), Spain (+3.4%) and Italy (+1.2%), underlining continued demand for established tourism markets.
Higher travel prices continue to influence consumer behaviour. Although
tourism-related inflation has eased, costs remain above pre-pandemic levels.
Travellers are increasingly opting for off-season trips and alternative
destinations to manage budgets, while higher prices are contributing to shorter
stays in some markets. Data from Tourism Economics indicates that 79% of
industry professionals cite financial factors as the sector’s most significant
current challenge.
Airline data shows strengthening shoulder-season demand. Revenue Passenger
Kilometres increased by 6.7% in October and 7.1% in November, exceeding peak
summer growth rates of 4.4% in July and 6.0% in August. Passenger load factors
remained stable at around 84%.
The accommodation sector recorded moderate gains, with full-year occupancy
levels 0.8% higher than in 2024. Average daily rates increased by 1.2%,
contributing to a 2.1% rise in revenue per available room. Eastern Europe
reported the strongest overall performance. In Spain, regulatory changes
affecting short-term rentals have reduced supply, with thousands of units
removed and monthly availability declining by an average of 7.1%.
Looking ahead to 2026, international arrivals to Europe are forecast to
rise by 6.2%, with long-haul markets expected to contribute more significantly.
Long-haul arrivals are projected to increase by 9%, supported by improved air
connectivity and easing visa processing constraints. China and India are
forecast to record increases of 28% and 9% respectively compared to 2025
levels. Arrivals from the Americas are expected to grow more moderately at 4.2%
amid ongoing geopolitical uncertainty.
Commenting on he findings, Miguel Sanz,
President of the European Travel Commission, said: The continued resilience of travel demand into late 2025 is a
positive signal for Europe’s tourism sector. Particularly encouraging is the
fact that growth in traveller spending is outpacing that of arrivals, allowing
destinations to focus more on value than volume. As interest in travelling
beyond the peak summer months continues to grow, tourism can deliver more
balanced benefits across regions, supporting local economies, jobs and
communities throughout the year.
