Europe Tourism Boom: Greece, Malta, Cyprus, Poland, and Latvia Break Records in 2025: What You Need to Know for 2026

Published on December 22, 2025

In 2025, Europe’s tourism market has experienced a remarkable rebound, seeing notable increases in both outbound travel spending and international arrivals. This recovery has not only been fueled by key European markets but also supported by growing global interest in Europe. Despite the challenges posed by rising travel costs and ongoing geopolitical uncertainties, the continent continues to exhibit resilience. This article provides a comprehensive overview of Europe’s tourism performance in 2025, detailing the key trends in outbound travel growth, popular destinations, and expectations for 2026.

Europe’s Overall Tourism Performance in 2025

Europe has consistently performed well in terms of inbound tourism, reaffirming its status as one of the world’s top travel destinations. According to the UNWTO World Tourism Barometer, international arrivals to Europe increased by 5% in the first half of 2025, compared to the same period in 2024. This growth has not only exceeded the levels seen during the pandemic but has also surpassed pre-pandemic levels by about 7%. The European Travel Commission (ETC) corroborated this upward trend, reporting a 4.9% increase in international arrivals during Q1 2025 and a 3.3% increase in Q2, compared to the previous year. These figures demonstrate Europe’s continued appeal as a global travel destination.

In addition to this, Eurostat, the European statistics agency, revealed that European tourist accommodation establishments recorded 1,279 million overnight stays during the first half of 2025, reflecting a 2.3% increase compared to the same period in 2024. This surge in accommodation usage highlights the continued momentum in European tourism, signaling that the sector is on a path to full recovery. Despite external economic and geopolitical challenges, Europe’s tourism sector remains resilient, with high demand for both traditional and emerging destinations.

Outbound Tourism from Europe: A Year of Remarkable Growth

Outbound tourism from Europe also witnessed significant growth in 2025. Among the countries leading the way in this trend is Greece, which set a new record for outbound spending. In the first nine months of 2025, Greece’s outbound travel spending surged by 28.4%, reaching a staggering €2.65 billion. This marked a dramatic rise compared to the previous year, continuing a broader upward trend in outbound tourism spending. In 2024, travel payments exceeded €2.8 billion, surpassing the pre-financial crisis level of €2.68 billion in 2008.

This surge in outbound spending indicates that more Greek residents are choosing to travel abroad, with spending projected to exceed €3 billion by the end of 2025. This is expected to set a new record for Greek outbound tourism. Data from the Bank of Greece and Visa cards show a 20% increase in the number of Greek travelers venturing abroad, with European destinations taking a dominant share of the travel spend.

Several factors have contributed to the growth in outbound travel from Greece. Many Greek residents are increasingly opting for international travel, and European destinations like Helsinki, Copenhagen, Edinburgh, Oslo, and Stockholm are becoming more popular among travelers. German cities, including Düsseldorf, Berlin, Hamburg, and Frankfurt, have also seen a rise in visits from Greek tourists, signaling a shift in preferences towards more diverse European cities. Despite challenges at home, such as agricultural protests disrupting domestic travel, Greeks have displayed a preference for international trips, with airlines reporting high seat occupancy rates during the holiday season.

In addition to Greece, other European countries have also experienced notable increases in outbound tourism. Malta, for instance, recorded a 19% increase in visitor numbers in early 2025, suggesting a higher rate of outbound travel from Malta alongside growing inbound tourism. Cyprus reported a 16% growth in overall tourism performance, reflecting a rise in both outbound and inbound travel movements. Similarly, Poland exhibited a 7.2% growth in tourism activity in 2025, signaling an uptick in outbound travel from Polish residents as well.

Peak Travel Times and Most Popular Destinations in 2025

As the holiday season approaches, Europe continues to experience a surge in travel demand, particularly for international trips. In Greece, cities such as Thessaloniki and Athens are reporting exceptionally high demand for international flights. New Year’s Eve flights from Athens have reached over 85% capacity, while Thessaloniki flights are seeing occupancy rates of over 90%. This indicates a significant shift in travel preferences, with Greek residents increasingly opting for international destinations rather than domestic ones.

Among the most popular international destinations for Greek travelers this holiday season are:

• Helsinki, Copenhagen, Edinburgh, Oslo, and Stockholm from Athens
  
• Düsseldorf, Berlin, Hamburg, Frankfurt, and Barcelona from Thessaloniki
  

Domestic destinations like Sitia, Rhodes, Ioannina, Alexandroupoli, and Kos continue to attract significant attention from Greek travelers, although international travel has become the priority.

In addition to Greece, airlines like SKY Express, which has expanded its international network, have reported an increase in both domestic and international travel demand in 2025. For international travel, popular European destinations such as Brussels, Prague, Amsterdam, London, Vienna, Berlin, and Paris have seen significant interest from Greek travelers. On the domestic front, tourist destinations like Corfu, Chania, Heraklion, Rhodes, and Thessaloniki continue to see strong demand.

Inbound Tourism to Europe: Top Source Markets in 2025

Southern Europe remains a dominant destination for international tourists. Countries like Spain, Italy, and Greece continue to attract millions of visitors each year. Spain is expected to maintain its position as a leading European tourism hub in 2025. With its rich cultural heritage, stunning landscapes, and vibrant cities, Spain remains a favorite for travelers worldwide. Similarly, Italy and Greece continue to draw millions of visitors, who are attracted by the countries’ world-class museums, historical sites, and picturesque coastal regions.

Europe’s growing appeal is further reflected in the rise of long-haul travel, especially from China, which has shown increasing interest in visiting Europe. According to the European Travel Commission (ETC), long-haul markets such as China have contributed to the rise in European tourism. Although demand from traditional long-haul markets like the US, Brazil, Canada, and Japan has softened, China’s growing interest continues to bolster inbound tourism to Europe. This suggests that the increasing demand from China will be a key factor in Europe’s ongoing inbound tourism success.

Expectations for 2026: Sustained Growth Amid Economic Challenges

Looking ahead to 2026, the European tourism industry is expected to continue its growth trajectory. The UNWTO and ETC projections indicate a stable demand for European destinations, with long-haul recovery expected to persist, particularly from China and other Asian markets. However, rising travel costs and economic uncertainty could temper growth, especially in long-haul outbound tourism from Europe.

Key drivers for 2026 include:

• Resilient growth from Asian markets, particularly China, as the long-haul travel market recovers.
  
• Value-for-money travel trends are expected to persist, with travelers focusing more on off-peak travel to reduce costs.
  
• Sustainable tourism preferences will continue to push travelers to explore destinations beyond traditional tourist hotspots.
  

Despite these positive projections, some challenges may arise in the form of economic pressures and geopolitical tensions that could affect global travel patterns. For example, rising travel costs, geopolitical conflicts, and the ongoing effects of the Russian-Ukraine war could dampen travel enthusiasm in certain regions.

Conclusion: A Resilient European Tourism Market with a Promising Outlook for 2026

Europe’s tourism market has shown impressive resilience in 2025, marked by strong growth in both outbound travel spending and international arrivals. Countries like Greece, Malta, Cyprus, Poland, and Latvia have all seen significant increases in outbound tourism, reflecting a renewed eagerness for international travel. The continued demand for both European and long-haul destinations demonstrates that European travelers are prioritizing exploration despite economic challenges at home.

Looking ahead to 2026, Europe is well-positioned for continued growth, with key trends including the recovery of long-haul travel, increased demand for value-for-money options, and the rise of sustainable tourism. However, challenges such as rising travel costs and geopolitical tensions will need to be carefully monitored to ensure Europe remains a global tourism hub. Europe’s tourism industry continues to thrive, with both inbound and outbound tourism expected to contribute to a strong year ahead.