European tourism remains resilient in Q2 2025, driven by off-season demand and renewed global interest, despite economic pressures.
Europe’s tourism sector demonstrated a steady performance in the second quarter of 2025, with international tourist arrivals increasing by 3.3% compared to the same period in 2024, according to the European Travel Commission’s report, “European Tourism: Trends & Prospects.” However, the number of nights spent by tourists slightly declined by 0.7%. This decrease is attributed to calendar effects, such as the late shift of Easter and changes in school holiday schedules, rather than a drop in demand.
Despite rising travel-related costs, overall travel expenditure is projected to be 13% higher in 2025 than in 2024. This trend suggests that travelers are seeking value for money, potentially benefiting lesser-known destinations with competitive prices and reducing overcrowding in traditional tourist hotspots.
Off-Season Demand and Changing Preferences
The demand for off-season travel, particularly sun and beach holidays, has increased significantly. Searches for spring getaways rose by 36% year-on-year among European travelers. This trend is driven by the shift of Easter to late April and a growing preference to avoid peak summer heat and overcrowding. Destinations like Malta and Cyprus saw notable increases in arrivals, with Malta experiencing a 19% rise and Cyprus a 16% increase. Larger destinations such as Spain and Portugal also benefited from this trend, with arrivals up by 7% and 3%, respectively.
Central and Eastern European destinations, including Latvia, Lithuania, and Hungary, reported strong year-on-year increases in arrivals, likely due to improved connectivity. This indicates a continued recovery from the pandemic and the impacts of the Russo-Ukrainian war.
Economic Pressures and Spending Trends
Tourism-related costs have increased, with further rises anticipated during the summer months. The price of international flights to Southern/Mediterranean regions has increased by 5%, and international package holidays are up by 7%. Despite these cost pressures, Southern European destinations like Spain, Cyprus, and Malta reported substantial increases in tourism revenue in early 2025. This suggests that travelers are spending more during off-peak travel months, with overall tourist spending across Europe expected to rise by approximately 13% compared to 2024.
Long-Haul Travel and Global Interest
Long-haul travel to Europe, particularly from the US, remains robust despite global uncertainties. Year-on-year growth in overnight stays is notable in the Nordics, with increases of 35% in Norway and 24% in Denmark. Southern European destinations have also seen significant gains in US arrivals, with Croatia, Montenegro, and Greece reporting increases of 18%, 17%, and 16%, respectively.
Travel from China is showing signs of recovery in 2025, with all reporting destinations recording increases in nights or arrivals compared to 2024. Smaller destinations like Croatia, Estonia, and Romania have seen increased demand, while larger destinations are expected to improve further with enhanced air connectivity from Chinese cities to Paris and Madrid. The return of Chinese visitors is anticipated to continue, supported by rising incomes, better flight connectivity, and favorable travel policies.
In summary, Europe’s tourism sector in Q2 2025 has shown resilience, driven by off-season demand and renewed interest from key global markets, despite facing economic challenges and geopolitical uncertainties.
The full summary report can be downloaded from: https://etc-corporate.org/reports/european-tourism-2025-trends-prospects-q2-2025/
