The variety of worldwide guests to Europe elevated by 5% by 2026 in comparison with the identical interval in 2025, regardless of disruption throughout the tourism trade resulting from heightened geopolitical and financial uncertainty.
European tourism continued to carry out nicely within the second quarter of this yr, with in a single day stays rising by 4.8%, in keeping with the European Journey Committee’s (ETC) newest Developments and Outlook quarterly report.
ETC mentioned the secure efficiency got here regardless of “weak client confidence, rising affordability pressures and disruptions associated to the Center East battle”, which impacted air transport between Europe and sure medium-haul and long-haul markets.
Customers are nonetheless planning journeys, however their decisions are “extra selective,” the report discovered. Journey continues to be unfold out extra evenly all year long, whereas vacationers are “more and more in search of locations they contemplate safer, extra worth for cash, and extra simply accessible.”
ETC Chairman Miguel Sanz mentioned: “Regardless of a extra unsure world atmosphere, European tourism continues to point out resilience within the second quarter of 2026.” “Journey stays a precedence for shoppers, however the way in which individuals journey is altering.
“Affordability, security, proximity and worth for cash have gotten more and more necessary in vacation spot choice. European locations will prioritize staying aggressive whereas supporting a extra balanced circulation of holiday makers throughout areas and seasons.”
Greece, Italy and Malta prepared the ground
In response to ETC information, practically 80% of locations recorded a rise, with roughly one in 5 attaining a double-digit improve in customer numbers.
The most important will increase in arrivals within the first months of 2026 had been recorded in Greece (+38.3%), Italy (+21.1%) and Malta (+16%), supported by sturdy connectivity and efforts to unfold demand past peak seasons and conventional hotspots.
Arrivals in Scandinavia elevated by 10% and in a single day stays by 8.4%, outpacing the remainder of Europe. Central and Jap Europe additionally recorded development, with arrivals rising by 5.2% and in a single day stays rising by 6.9%. This displays continued curiosity in locations that supply new experiences and higher worth for cash.
Southern and Mediterranean Europe remained sturdy total, with broad-based will increase in Malta, Greece, Italy, Portugal and Spain, recording the biggest development in absolute phrases.
A difficult begin to the yr
ETC mentioned that whereas the general outlook could stay constructive, some locations “are going through a harder begin to the yr.”
Cyprus skilled a 17.9% drop in arrivals, partly as a result of timing of Easter and a decline in vacationer sentiment associated to the notion of impending battle within the Center East.
Arrivals in Turkiye additionally fell by 2.1%, reflecting weak demand from each European and long-distance vacationers amid the regional battle.
Greece stands out for journey spending
In most locations, journey spending exceeds the variety of arrivals, and ETC information means that spending per customer is larger than a yr in the past. Greece stands out as one of many best-performing nations in Europe, with a 64.3% improve in spending and a 38.3% improve in arrivals, displaying a major improve within the quantity spent per journey.
Efficiency diverse by vacation spot. In Italy, the variety of arrivals elevated by 21.1% and journey spending elevated by 4.3%. This displays a softening in common spending per customer regardless of a rise in journey volumes.
In the meantime, Turkiye and Cyprus had been among the many few locations the place each arrivals and journey spending decreased, “seemingly reflecting a decline in vacationer sentiment associated to the Center East battle,” ETC mentioned.
Key developments: worth journey, quick distance journey, seasonal journey
Regardless of continued financial uncertainty, leisure journey is predicted to stay a precedence in the summertime and past.
In Europe’s key supply market, leisure journey spending is predicted to stay secure at 13% of whole client spending in 2026, nicely above the worldwide common of 8.5%. Its share in main supply markets exterior Europe can also be anticipated to extend barely from 7.5% to 7.7% in 2025.
In response to ETC, vacationers have gotten “more and more price-sensitive.” Within the newest Journey Trade Monitor survey, 48% of European respondents cited ‘affordability and worth for cash’ as a key alternative for Europe in Q2, up from 32% in Q1.
ETC mentioned this marks a “extra aggressive summer season season” and “locations that carefully align with vacationers’ budgets and preferences are higher positioned to draw demand.”
European vacationers are anticipated to want close by locations which might be “simply accessible, pleasant and versatile.” Southern Europe and the Mediterranean area are nicely positioned to seize this demand, with curiosity within the area rising to 61% between June and November.
Shoulder months are additionally gaining significance as vacationers reply to issues about excessive climate and overcrowding, with bookings for September rising considerably throughout Europe.
