Key facts
- International visitor numbers to Europe rose 5% year-to-date in 2026.
- Overnight stays increased by 4.8% in Q2 2026.
- Greece, Italy, and Malta led growth with arrivals up 38.3%, 21.1%, and 16% respectively.
- Travel spending outpaced arrivals in most destinations, notably in Greece.
- Consumers are prioritizing affordability, safety, and proximity in destination choices.
International visitor numbers to Europe have grown by 5% year-to-date in 2026, with Greece, Italy, and Malta leading the surge in arrivals, according to data from the European Travel Commission (ETC).
Despite geopolitical and economic uncertainties impacting consumer confidence and affordability, European tourism demonstrated resilience in the second quarter, with overnight stays rising by 4.8%. The ETC report highlighted that travelers are increasingly prioritizing destinations perceived as safer, offering good value for money, and being easier to reach, leading to more selective travel choices and a more even spread of trips throughout the year.
Greece recorded the most significant increase in arrivals at 38.3%, accompanied by a substantial 64.3% rise in travel spending. Italy saw arrivals increase by 21.1% with a 4.3% rise in spending, while Malta experienced a 16% increase in arrivals. Northern Europe also performed well, with arrivals up 10% and overnight stays up 8.4%.
However, some destinations faced challenges. Cyprus saw a 17.9% decline in arrivals, partly attributed to timing of Easter and proximity to Middle East conflicts. Türkiye's arrivals decreased by 2.1% due to softer demand amid regional instability.
Travel spending generally outpaced arrival growth across most destinations. The ETC noted that leisure travel spending is expected to remain a significant portion of consumer spending in key European source markets. Travelers are increasingly price-sensitive, with 'affordability and value for money' identified as a key opportunity for European destinations.