The report shows that 30 of 34 European destinations achieved growth in arrivals and/or overnights during the high season, reflecting strong but uneven performance across the region. Southern Mediterranean destinations recorded notable gains, including Malta (+12%), Cyprus (+10%), Spain (+4%) and Portugal (+2%), supported by continued demand for sun-and-beach travel. Northern Europe maintained robust interest, with Norway (+14%) and Iceland (+3%) attracting visitors seeking cooler climates, while Finland (+14%), Latvia (+7%) and Estonia (+4%) also posted increases. Central and Eastern Europe strengthened their position through competitive pricing, with Poland (+13%) and Hungary (+9%) among the strongest performers. In contrast, Germany (-2%) and Türkiye (-1%) saw slight declines linked to exceptional factors such as last year’s Euro football tournament and rising operational costs.
Consumer behaviour continues to evolve, influenced by weather events, capacity constraints and price sensitivity. The report indicates that 28% of travellers across eight major source markets plan to shift their travel months over the next two years, seeking to avoid peak-season heat, reduce expenses and escape crowding. At the same time, digitalisation is reshaping travel planning. The use of artificial intelligence (AI) in trip research and booking has nearly doubled in Europe, rising from 10% in 2024 to 18% in 2025. Adoption is strongest among Gen-Z and Millennials, with China (40%) and the United States (27%) leading global usage. As online travel agencies increasingly integrate AI tools, destinations have new opportunities to encourage shoulder-season demand and offer more personalised services.
Affordability continues to play a central role in destination choice. Although price inflation for tourism services is easing, overall price levels remain significantly above pre-pandemic norms. This has boosted demand for destinations offering strong value propositions, particularly in Central and Eastern Europe, where countries such as Poland, Hungary and Slovenia have attracted visitors seeking a balance of quality and cost.
Long-haul recovery continues to accelerate, led by Asia. Japan posted a 24% year-on-year increase in arrivals to Europe, supported by improving air connectivity and currency strengthening, while China saw a 21% increase fuelled by growing demand from younger travellers. Both markets, however, remain below pre-pandemic volumes in most destinations. Arrivals from the United States increased by 5% year-on-year and now stand 35% above pre-pandemic levels, although the report notes that global economic risks – particularly those linked to U.S. trade policy – could influence future travel flows.
Despite slower global economic momentum, Europe’s tourism outlook remains stable. Travellers continue to prioritise holidays, make use of digital tools to optimise spending, and adjust travel timing to improve comfort. International arrivals to Europe are forecast to increase by 6.8% in 2026, supported by continued recovery from Asia-Pacific markets and steady performance from North America.
Commenting on the results, Miguel Sanz, President of the European Travel Commission, stated: “This summer once again confirmed a strong appetite for travel to and within Europe, even amid higher costs and shifting conditions. Travellers are becoming more selective, seeking value, comfort, and authenticity while using new tools like AI to plan smarter journeys. The continued recovery from Asia and stable demand from the United States highlight Europe’s enduring global appeal. Our priority now is to help destinations harness these trends to promote year-round travel, longer stays, and greater shared value for communities and visitors alike.”