European tourism remains steady in Q2 2025 despite economic pressures and shifting travel trends

Europe’s tourism sector showed stable performance in Q2 2025 despite economic and geopolitical challenges, according to the European Travel Commission’s latest “European Tourism: Trends & Prospects” report. International tourist arrivals rose by 3.3% compared to Q2 2024, while nights spent dipped slightly by 0.7%, likely due to calendar effects such as a late Easter and shifting school holidays.

Off-season demand continues to grow, particularly for sun and beach holidays. A 36% increase in spring getaway searches among Europeans highlights a shift in travel preferences. Travellers increasingly aim to avoid peak heat and crowding in summer. Malta saw a 19% rise in arrivals, while Cyprus recorded 16% growth. Spain and Portugal also benefited, with arrivals up 7% and 3% respectively. Central and Eastern European destinations performed strongly, with Latvia (+16%), Lithuania (+15%), and Hungary (+14%) seeing notable gains, aided by improved connectivity.

Price pressures remain a factor, with travel-related costs up compared to 2024. International flights to Southern Europe rose 5% in price, and package holidays increased by 7%. However, tourist spending has also grown. Southern European destinations such as Spain, Cyprus, and Malta have reported significant revenue gains in early 2025. Overall, tourist expenditure across Europe is forecast to rise by around 13% this year, outpacing growth in arrivals and reflecting a higher spend per trip.

Long-haul travel to Europe has remained resilient. US travel to Europe is up from 2024, with the Nordics showing the strongest growth in overnight stays: Norway up 35% and Denmark up 24%. Southern European destinations also gained, including Croatia (+18%), Montenegro (+17%), and Greece (+16%). Lower transatlantic airfares due to economic uncertainty may be supporting this trend.

Travel from China is also rebounding. All reporting destinations saw growth in either nights or arrivals compared to Q2 2024. Croatia (+7%), Estonia (+15%), and Romania (+20%) stood out. Improved air connectivity to Paris and Madrid is expected to further support Chinese visitor recovery.

ETC President Miguel Sanz stated: “The past months have brought new challenges to the tourism sector… Yet Europe’s destinations continue to show remarkable resilience. To sustain this momentum, we must double down on innovation and invest in more sustainable, inclusive models of tourism.”

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