Tourism Growth in Europe During 2026
International tourist arrivals in Europe rose by 5.0% year-to-date compared with the same period in 2025, while overnight stays increased by 4.8%, according to the European Travel Commission’s latest quarterly report. Nearly 80% of reporting European destinations recorded growth in the second quarter of 2026, even as aviation disruptions affected travel. The report attributes this stability to travellers’ continued prioritization of travel, with a shift toward destinations perceived as safer, offering better value for money, and being easier to reach.
Regional Performance Across Europe
Northern Europe led subregional growth, with arrivals up 10.0% and overnight stays up 8.4%. Central and Eastern Europe also saw increases, with arrivals up 5.2% and overnight stays up 6.9%. Southern and Mediterranean Europe recorded the largest growth in absolute terms, with notable increases in Malta, Greece, Italy, Portugal, and Spain.
Greece experienced the largest increase in arrivals at 38%, followed by Italy at 21% and Malta at 16%. These increases were supported by improved connectivity and efforts to distribute demand beyond peak seasons and traditional tourist hotspots. Around one in five destinations reported double-digit growth in arrivals.
Impact of the Middle East Conflict on Travel
Some destinations faced declines linked to the conflict in the Middle East and its effect on aviation. Cyprus saw a 17.9% decrease in arrivals, influenced by the timing of Easter and concerns about proximity to the conflict. Türkiye experienced a 2.1% drop in arrivals, reflecting reduced demand from both European and long-haul visitors.
European air passenger activity was strong in the first quarter of 2026, with Revenue Passenger Kilometres up 7.0%. March saw the highest growth at 8.0%, but April’s growth slowed to 1.0% as the conflict disrupted flights between Europe and several long-haul markets.
Travel Spending and Visitor Value
Travel spending outpaced arrivals in most reporting destinations, indicating higher spending per visitor compared to the previous year. Greece reported a 64.3% increase in travel spending alongside a 38.3% rise in arrivals, suggesting a significant increase in spend per trip. Italy saw arrivals rise by 21.1%, but travel spending increased by only 4.3%, indicating softer average spend per visitor. Both Türkiye and Cyprus saw declines in arrivals and travel spending, likely due to weaker traveller sentiment related to the regional conflict.
Traveller Priorities and Seasonal Shifts
Leisure travel is expected to remain a priority for European consumers in summer 2026, with spending forecast to hold steady at 13.0% of total consumer spending, well above the global average of 8.5%. In non-European source markets, the share is expected to rise from 7.5% in 2025 to 7.7% in 2026.
Travellers are showing increased price sensitivity. In the latest Travel Industry Monitor survey, 48% of European respondents cited affordability and value for money as key opportunities for Europe in the second quarter, up from 32% in the first quarter. Destinations aligning with travellers’ budgets and preferences are expected to be more competitive during the summer season.
There is a trend toward nearby destinations that are easier to reach, more familiar, and offer greater flexibility. Interest in Southern and Mediterranean Europe between June and November has risen to 61%. Bookings for September have increased, reflecting a shift toward shoulder-season travel in response to concerns about extreme weather and overcrowding.
Sustainability and Travel Behaviour
Interest in sustainable tourism has increased, as shown by Google Trends data for 2026 compared to 2025. However, only 41% of consumers report intending to change their travel behaviour due to environmental concerns. This suggests that while awareness of sustainability is rising, it is not always reflected in actual travel decisions.
