Europe travel demand remains steady despite higher costs

Rising traveller spending and off-season trends signal a shift from volume growth to value-driven tourism

European tourism remained resilient through late 2025, with steady demand despite elevated travel costs. International arrivals grew moderately, but overall travel spending increased significantly faster, indicating a shift toward higher per-trip expenditure rather than sheer visitor numbers. Changing travel patterns — including growing off-season demand and interest in less crowded destinations — are reshaping tourism flows across the region. Long-haul markets are expected to support further growth in 2026, particularly from Asia.

Key takeaways

• Spending growth outpaces arrivals: Travel expenditure in Europe rose strongly in 2025, suggesting tourism performance is increasingly driven by higher spending per trip rather than visitor volume.
• Steady overall demand: International arrivals and overnight stays continued to grow moderately, showing resilience despite persistent price pressures.
• Emerging destinations gaining traction: Northern, Central and Eastern European destinations recorded strong relative growth as travellers seek cooler climates and less crowded alternatives.
• Traditional destinations remain stable: Major Southern and Western European markets such as France, Spain, Greece and Italy maintained consistent baseline demand.
• Prices shaping behaviour: Higher travel costs are encouraging shorter stays, off-season travel and value-focused destination choices.
• Shoulder-season travel strengthening: Airline data shows stronger autumn demand compared with peak summer growth, supporting more balanced annual tourism flows.
• Long-haul recovery expected in 2026: Increased arrivals from Asia, particularly China and India, are forecast to contribute significantly to future tourism growth.

Source: European Travel Commission

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