Italy Joins Greece, Cyprus, Spain, Norway, And More In Accelerating Winter Tourism In 2025 With Record Growth In Visitor Numbers And Spending

Published on November 27, 2025

Italy joins Greece, Cyprus, Spain, Norway and more in accelerating winter tourism in 2025 because travellers across Europe are shifting toward off-season holidays driven by milder climates, better value, and a growing desire for cultural escapes without peak-season crowds. This shift is giving Italy one of its strongest winter seasons in years, with foreign arrivals rising sharply, overnight stays climbing, and overall spending surging as millions choose the country’s art cities, warm coastal regions, and festive winter landscapes. At the same time, other European destinations are seeing parallel growth as travellers embrace new patterns—swapping the traditional summer rush for quieter, more authentic winter experiences that redefine how the continent is explored during the colder months.

Italy is stepping into the 2025 winter season with an impressive tourism resurgence, and the momentum places it alongside other European destinations experiencing a striking revival in off-season travel. This shift is not accidental. It is shaped by new travel habits, climate-driven winter preferences, and a broader appetite for quieter holiday escapes that retain warmth, culture, and natural beauty. As Italy welcomes millions more visitors this year, destinations like Greece, Cyprus, Spain, Malta, and even Norway are also reporting strong winter demand, creating a new travel map for the colder months.

Italy’s winter outlook is particularly strong. New figures show that between 14 and 14.4 million foreign tourists are expected to holiday in the country during the winter of 2025 — an impressive 21.1% increase from the 2024–25 season. These visitors are predicted to generate 52 million overnight stays, up 28.8% from the previous year. When domestic tourism is added, Italy is heading into winter with 29.7 million total travellers and 93 million overnight stays, marking 8.2% and 14.3% jumps respectively. Direct spending is projected to hit 14.8 billion euros, a solid 9.1% upturn from last winter.

As Italy enters this flourishing winter period, several other countries are showing similar or even stronger momentum. One by one, they are shaping Europe’s new off-season identity, turning the colder months into a prime travel window.

Greece: A Year-Round Favourite Finding New Winter Strength

Greece has long been a summer magnet, but 2025 is redefining the country’s winter appeal. With rising interest in mild-weather destinations, Greece’s islands and mainland regions are seeing an unexpected winter revival. Travellers are choosing Greece for its sun-washed coastlines, outdoor dining, historic centres, and a winter climate that feels more like late autumn for many Europeans.

Industry reports show that Greece is among the top performers in Europe’s off-season travel category. Tourists are extending their stays, choosing long weekends in Athens, Thessaloniki, Crete, and Rhodes, and exploring lesser-known regions that remain pleasantly warm. This new winter footprint is strengthening Greece’s tourism economy beyond the traditional summer crush.

Italy’s winter surge places it in the same league as Greece — both nations are shaping the Mediterranean’s growth story for winter 2025.

Cyprus: A Mild-Weather Haven Rising Sharply in Winter Demand

Cyprus is also riding a wave of winter tourism growth. Travellers looking for a gentle climate without long-haul flights are choosing Cyprus for its beaches, archaeological sites, and compact size that makes holiday planning easy.

Travel studies show significant off-season demand for Cyprus in early 2025, with more travellers selecting the island as a winter escape rather than a summer necessity. The pattern mirrors Italy’s and Greece’s rise: travellers are moving away from peak-season crowds and embracing the calmer winter environment.

Cyprus’s emergence as a winter destination puts it squarely in the category of countries accelerating off-season tourism in 2025 alongside Italy.

Spain: Southern Europe’s Winter Powerhouse

Spain remains one of the strongest winter performers in Europe. Cities like Barcelona, Malaga, Valencia, and Seville are now year-round favourites, and the Canary Islands continue to draw millions looking for extended sunshine.

According to industry data, Spain is benefiting from a notable surge in off-season travel, driven by more Europeans seeking city breaks, coastal relaxation, and cultural experiences in winter. The shift is particularly visible among travellers wanting short-haul sunshine without long journeys.

Italy’s growth trajectory aligns closely with Spain’s — both nations are among Europe’s most popular winter destinations in 2025, supported by improved connectivity, mild weather, and value-driven travel choices.

Malta: A Compact Destination with Strong Seasonal Momentum

Although smaller than its Mediterranean neighbours, Malta is experiencing a strong rise in winter travel. The island’s ancient streets, coastal architecture, and festival-rich winter calendar have attracted growing numbers of European travellers.

Reports indicate that winter 2025 is shaping up to be one of Malta’s busiest off-season periods. The island’s combination of English-speaking convenience, sunny days, and short travel distances is helping it gain momentum much like Italy and Cyprus.

Italy’s surge mirrors Malta’s rise in this new era of year-round Mediterranean tourism.

Norway: Winter Demand Surges in the North

On the opposite end of the climate spectrum, Norway is experiencing its own rise in winter travel. Instead of mild temperatures, Norway’s appeal comes from its snow landscapes, northern lights, mountain resorts, and winter adventure culture.

Tourism trends in 2025 show increased arrivals and overnight stays in northern European destinations like Norway, driven by travellers looking for authentic Arctic experiences. Many visitors are seeking winter escape packages that include skiing, wildlife watching, fjord tours, and aurora viewing.

While Italy’s winter draw is cultural and Mediterranean, Norway stands out for offering the colder, traditional winter holiday — yet both countries share the same upward curve in winter demand.

Why Winter Tourism Is Expanding Across Europe in 2025

Europe’s winter tourism shift is not limited to one region. Instead, a collection of countries — Italy, Greece, Spain, Cyprus, Malta, Norway, and others — are shaping a new off-season pattern for several reasons:

1. Travellers Want Fewer Crowds and Better Value

Peak-season travel is becoming costly and congested. Travellers are moving their holidays into November–March to enjoy lower prices, fewer crowds, and greater flexibility.

2. Winter Travel Is No Longer About Snow Alone

A large number of Europeans now prefer warmer, quieter destinations in winter. This benefits Italy, Greece, Spain, Cyprus, and Malta.

3. Enhanced Air Connectivity

More airlines are increasing winter schedules to Mediterranean destinations, making short breaks easier and cheaper.

4. Weather Shifts Are Changing Holiday Habits

Milder winters in southern Europe are inviting travellers who previously preferred long-haul holidays.

5. Rising Interest in Experience-Based Travel

Travellers want culture-rich city breaks, culinary journeys, heritage experiences, and wellness escapes — all available year-round.

This combination is creating a robust winter tourism ecosystem across Europe with Italy at the centre.

Together, these destinations reflect a broader winter tourism boom across Europe — a trend that positions Italy among the leading beneficiaries.

Winter 2025 marks a turning point for European tourism. What was once a quiet season is now becoming a dynamic, diverse travel period filled with cultural escapes, sunshine holidays, snow adventures, and city explorations.

Italy joins Greece, Cyprus, Spain, Norway, and more in accelerating winter tourism in 2025 as travellers seek milder climates, fewer crowds, and better value during the off-season. This shift is driving significant increases in visitor numbers, overnight stays, and spending across these popular European destinations.

Italy’s strong winter projections place it at the heart of this rising trend. With millions more visitors, soaring overnight stays, and increased spending, the country joins Greece, Cyprus, Spain, Norway, and several others in shaping a more vibrant, economically powerful winter travel season.