With foreign arrivals up 3.3% year on year, Europe’s tourism sector kept rebounding in Q2 2025. Overnight stays, however, decreased 0.7% as a result of calendar adjustments like the later Easter vacation. Notwithstanding this drop, total tourism expenditure is expected to increase 13%, pointing to greater spending per trip.
Spring and Off-Season Travel Blossoms
Rising temperatures and tourism volume in peak summer months have fueled a need for spring vacations. With Malta (+19%) and Cyprus (+16%) experiencing substantial gains, search interest jumped 36% year over year. Spring travel increase also helped Portugal (+3%) and Spain (+7%).
Rising Central and Eastern Europe
Strong increases were seen in countries like Hungary (+14%), Lithuania (+15%), and Latvia (+16%), fueled by enhanced air connections and post pandemic recovery. With their affordability and cultural appeal, these areas are growing replacement choices for Western Europe.
Price Sensitivity Comes Higher Spending
Although spending is up, tourism costs are rising; package vacations by 7% and flights to Southern Europe by 5%. Though more price-conscious, travelers are prepared to spend more for quality, particularly in places providing value such as Malta, Portugal, and Cyprus.
Long-Haul Travel Reveals Resilience
Particularly to the Nordics (Norway +35%, Denmark +24%) and Southern Europe (Croatia +18%, Greece +16%), U.S. visitors are coming in great numbers.
Improved air connections and changing geopolitics have helped Chinese tourism to recover, with significant rises observed in Romania (+20%), Estonia (+15%), and Croatia (+7%).
Looking Ahead: Value and Sustainability are key priorities.
Europe is on track to keep developing as summer draws near. Emphasizing sustainable tourism and valueled experiences as main approaches to draw in modern tourists while reducing environmental effect, the European Travel Commission stresses these.
