Europe’s 2025 Summer Tourism Shows Resilience Despite Rising Costs and Changing Travel Trends

Published on December 1, 2025

As Europe enters the second half of 2025, its tourism industry is showing remarkable resilience. Despite higher travel costs and shifting consumer behavior, international arrivals are on the rise, along with a boost in spending. According to the European Travel Commission (ETC), Europe’s overall tourism performance has exceeded expectations. The summer season alone saw a 3% increase in international arrivals compared to 2024, while overnight stays grew by 2.7%. This growth signals a steady recovery from the pandemic’s impact, as more travelers venture to explore the continent.

Growth Across Europe: A Diverse Landscape of Tourists’ Choices

The latest ETC report reveals a dynamic picture of tourism across Europe in 2025. Southern Mediterranean destinations, long a magnet for sun-seeking travelers, have maintained their appeal. Malta recorded a significant 12% rise in tourism, with Cyprus following closely behind at 10%. Other popular beach destinations, such as Spain and Portugal, also reported steady growth, though at slightly lower rates of 4% and 2%, respectively.

However, it’s not just the sunny coastlines drawing attention. Northern Europe, known for its cool climates and scenic landscapes, has seen a strong resurgence. Norway and Finland both experienced 14% growth in tourism, as more visitors turned to nature-filled holidays, escaping the scorching summer temperatures of the Mediterranean. Iceland, too, saw a more modest increase of 3%, solidifying its position as a destination for those seeking cooler climates and breathtaking landscapes.

Meanwhile, Central and Eastern European countries are emerging as attractive, value-driven options. Poland and Hungary led the charge, with growth rates of 13% and 9%, respectively. These countries are benefitting from an influx of tourists seeking affordable yet culturally rich experiences away from the traditional Western European hubs.

Changes in Travel Behavior: Seeking Value and Flexibility

Beyond the numbers, travelers’ behavior is evolving in response to ongoing economic pressures. Rising travel costs have led many to reconsider their travel plans, seeking more flexible and value-driven experiences. According to recent studies, 28% of travelers plan to change the timing of their holidays in the coming years, choosing off-peak seasons to avoid crowded destinations and inflated prices. This shift is not only a response to higher travel costs but also a desire for a more authentic and relaxed holiday experience.

Furthermore, the growing use of digital tools in travel planning has become a defining trend. The ETC highlighted a rise in AI-assisted travel planning, with younger generations, particularly Millennials and Gen Z, leading the way. These tools help travelers make more informed decisions, find the best deals, and avoid overbooked tourist spots. The ability to customize itineraries and explore alternative destinations is helping to redistribute visitor flows, easing the pressure on overcrowded tourist hotspots.

Long-Haul Recovery: A Boost to European Tourism

While European tourism has shown significant growth, the recovery of long-haul markets is particularly noteworthy. According to the ETC, arrivals from Asia, particularly Japan and China, have surged. Japan saw a 24% increase in arrivals to Europe, while China experienced a 21% rise. The United States, too, showed a 5% increase, marking a return to pre-pandemic levels for this key source market. This surge in long-haul travelers is crucial for boosting Europe’s overall tourism revenue and further diversifying its visitor base.

These long-haul travelers are not just focusing on the major capitals like Paris or Rome but are also exploring lesser-known destinations. This trend aligns with the growing interest in sustainable tourism, where travelers prioritize destinations that are less affected by overtourism. The desire to visit smaller towns, cultural heritage sites, and off-the-beaten-path locations is helping spread the economic benefits of tourism more evenly across the continent.

The Outlook for European Tourism in 2026

Looking ahead, the ETC predicts a 6.8% rise in international arrivals in 2026. This forecast is based on the continued recovery of long-haul markets, the rise of off-season travel, and the growing popularity of destinations offering unique, nature-based experiences. The report suggests that travelers will increasingly seek affordable yet enriching holidays, making destinations in Central and Eastern Europe, as well as Nordic countries, prime contenders for future growth.

For the tourism industry, this signals opportunities to embrace a new, more sustainable model of travel. Destinations are encouraged to focus on providing value and flexibility while promoting off-peak tourism to avoid overcrowding. In response to shifting consumer demands, the tourism sector must adapt, offering experiences that are not only enjoyable but also socially and environmentally responsible.

Final Thoughts: Europe’s Resilient Tourism Offers Hope for the Future

Europe’s tourism sector is proving to be resilient despite the challenges posed by rising costs and changing travel trends. The increase in international arrivals, coupled with higher spending, demonstrates that people continue to value travel even in uncertain times. With an evolving landscape, where destinations must adapt to the needs of the modern traveler, Europe is well-positioned to remain one of the world’s most sought-after regions for tourism. As travel behavior shifts towards off-peak, value-driven experiences and AI-driven planning, the continent’s ability to provide unique, sustainable, and enriching travel experiences will be key to its future success.