European tourism stays strong in 2025 despite global uncertainty and transatlantic travel concerns

European tourism trends showed strong resilience in early 2025, with international tourist arrivals rising by 4.9% in Q1 compared to the same period in 2024, and nights up 2.2%, according to the European Travel Commission (ETC). The sector is benefitting from cost-conscious travel behaviour, with tourists seeking value-for-money destinations and off-peak experiences amid ongoing economic pressures.

Details on European tourism trends for 2025

ETC President Miguel Sanz noted: “Europe’s tourism sector continues to show extraordinary resilience… We are seeing strong interest in value-for-money destinations and a growing demand for travel outside the traditional peak season.”

Winter destinations saw significant gains, with Slovakia and Norway seeing 14.3% and 13.2% increases in arrivals, respectively. Norway also experienced a 15.3% rise in overnight stays, suggesting a trend towards longer winter holidays. Italy’s popularity as a more affordable ski destination helped sustain tourism, in contrast with Austria’s slight decline (-3.5%).

Central and Eastern Europe saw a rebound, driven by improved connectivity and easing geopolitical concerns. Poland (+16.2%), Latvia (+27.8%), and Hungary (+18.2%) all recorded strong growth. Romania and Bulgaria also benefited from their January 2025 accession to the Schengen Area, which has facilitated easier travel.

Mediterranean destinations remained popular due to milder climates and off-season demand. Spain welcomed over 10 million foreign tourists in just two months. Cyprus (+15.4%) and Malta (+12.6%) also saw strong growth. The trend for ‘cool-cations’ — avoiding peak summer heat — continues to gain momentum.

Value remains a key driver for destination choice. With travel costs still above pre-pandemic levels, many travellers are opting for affordable countries. Romania is one such beneficiary. Meanwhile, high-cost destinations such as Iceland (-5.7%) and Monaco (+0.8%) saw weaker performance.

Concerns are emerging over transatlantic travel due to new US tariffs and economic uncertainty. Though the US still makes up a significant share of long-haul arrivals, changes in exchange rates and rising travel costs could dampen future demand. Nevertheless, early 2025 data shows continued US travel strength to Europe, with over 80% of destinations reporting year-on-year growth.

Europe’s tourism industry is poised to maintain momentum through adaptability, regional travel trends, and ongoing demand for authentic, affordable experiences.

The full summary report of European tourism trends 2025 can be downloaded from: https://etc-corporate.org/reports/european-tourism-2025-trends-prospects-q1-2025/

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