Spain Joins Malta, Finland, Croatia, Lithuania, Portugal, and More in Turbocharging Europe’s Tourism Boom – Skyrocketing Visitor Numbers and Economic Growth, All You Need to Know!

Published on December 19, 2025

In 2025, Spain joins Malta, Finland, Croatia, Lithuania, Portugal, and more in turbocharging Europe’s tourism boom. These countries are experiencing an unprecedented surge in visitor numbers, driven by diverse attractions, rich histories, and stunning landscapes. Spain, already a top global destination, is seeing skyrocketing tourism as travelers flock to its sunny coasts, vibrant cities, and cultural landmarks. This rapid influx of tourists is not just boosting visitor numbers, but also sparking significant economic growth. The tourism boom in these countries is creating jobs, enhancing infrastructure, and generating revenue that benefits local businesses and economies. As Spain and its European counterparts embrace this surge, the impact is clear: their economies are thriving, and their global appeal is stronger than ever. Read on to discover the full extent of this exciting transformation in Europe’s tourism landscape.

Spain: The Undisputed Leader of European Tourism

Spain has long been a favorite among tourists, but 2025 has seen a record-breaking number of international visitors. According to the Spanish National Institute of Statistics (INE), Spain saw over 83 million international visitors in 2024, a number projected to rise even further in 2025. The rise in arrivals is attributed to several factors, including a strong recovery post-pandemic, global tourism trends, and an increase in direct flights from key international markets. The surge is particularly noticeable in coastal areas like Costa Brava and the Balearic Islands, which attract millions of beachgoers each year.

Why Spain’s Tourism is Booming

The Spanish government has also invested heavily in promoting its cultural heritage, making it a hub for cultural tourism. Furthermore, visitors from the United States, the UK, and Germany have contributed significantly to Spain’s tourism influx, with US travelers alone accounting for 15% of the total inbound tourism. The economic boost from tourism is evident in Spain’s GDP, where tourism-related industries contribute roughly 12% of the national income.

Spain’s tourism sector is not just about the number of visitors but also about the economic benefits that follow, such as job creation and infrastructure development. The influx of tourists has supported the creation of thousands of new jobs, particularly in the hospitality, transportation, and service sectors.

Malta: The Small Island Nation’s Big Tourism Boom

Despite its small size, Malta is seeing an incredible surge in tourism. According to the Malta Tourism Authority (MTA), 2024 saw a 15% increase in tourist arrivals, with tourism from the UK, Italy, and Germany playing a large role in the country’s growth. The Mediterranean island’s rich history, ancient temples, and scenic coastlines have become significant draws for international visitors.

Economic Impact of Malta’s Tourism Boom

Malta’s tourism industry has become a vital part of its economy, contributing significantly to its GDP. In 2024, tourism was responsible for 13.5% of Malta’s GDP, and this number is only expected to grow in 2025. The country has been working to increase its marketing efforts globally, focusing on the growing interest in off-season travel, which has bolstered visits during the quieter months. This year-round influx of tourists has supported the hospitality and real estate sectors and has helped foster economic resilience.

Finland: The Land of Snow and Reindeer Attracts Record Visitors

Finland’s tourism has seen an explosive increase, especially in the winter months. The Finnish Tourism Board reports that international arrivals grew by 18% in 2024, driven largely by the appeal of Lapland’s snow-capped landscapes and the opportunity to meet Santa Claus. Key markets include Germany, the UK, and China, with Chinese tourists representing the fastest-growing segment.

Why Finland’s Tourism Sector is Thriving

Finland’s tourism is not just about winter attractions. The growth in cultural tourism, particularly in cities like Helsinki, has also contributed to its popularity. The government’s strategic focus on eco-tourism, sustainability, and promoting its vast natural parks has tapped into the growing global demand for responsible travel.

Economic growth driven by tourism is evident, with the tourism sector contributing nearly 6% to Finland’s GDP. The sector has also created tens of thousands of jobs, particularly in rural areas, where winter tourism plays a vital role in supporting local economies.

Lithuania: An Emerging European Tourism Hotspot

Lithuania is seeing impressive growth in tourism. According to the Lithuanian Tourism Department, the country saw a 16% rise in tourist arrivals in 2024, driven by its growing appeal as a cultural destination. Visitors from Germany, Sweden, and Poland are flocking to Lithuania’s historic cities like Vilnius and Kaunas, which have been gaining recognition for their UNESCO World Heritage Sites and vibrant arts scenes.

Economic Growth Through Tourism in Lithuania

Lithuania’s tourism boom has translated into notable economic growth. Tourism now represents 5% of the country’s GDP, with spending by international tourists supporting the hospitality, transport, and retail sectors. This growth has been supported by Lithuania’s investment in tourism infrastructure, including upgrades to airports and cultural facilities.

Croatia: A Seaside Paradise with Surging Arrivals

Croatia’s tourism has hit an all-time high, with the Croatian National Tourist Board reporting over 20 million international visitors in 2024. The increase in arrivals is driven largely by its stunning coastline, historic cities like Dubrovnik, and the growing popularity of cruise tourism. Tourists from the UK, Germany, and the United States account for the majority of international visitors.

Croatia’s Economic Revival via Tourism

Tourism in Croatia now represents nearly 20% of the national GDP, making it one of the country’s most vital economic sectors. The tourism boom has also resulted in a rise in foreign investments, particularly in the hospitality and real estate sectors.

Latvia: A Quiet Gem Gaining Global Attention

Latvia is experiencing a rise in tourism, with visitor arrivals increasing by 12% in 2024, according to Latvia Tourism. Riga, the capital, is attracting a growing number of tourists due to its UNESCO-listed old town, medieval architecture, and vibrant cultural scene. Tourists from neighboring countries like Estonia, Finland, and Russia are the primary sources of Latvia’s tourism influx.

Latvia’s Economic Growth Fuelled by Tourism

Tourism has contributed to 7% of Latvia’s GDP, with the hospitality and service sectors benefitting the most. The increase in foreign travelers has stimulated job creation and has enhanced Latvia’s position as a competitive tourist destination in the Baltics.

Portugal: The Sun-Soaked Country That’s Winning Tourists Over

Portugal is another European country experiencing a tourism boom, particularly in cities like Lisbon, Porto, and the Algarve. The Portuguese Tourism Agency reported that 2024 saw a 14% rise in tourism. The rise is attributed to an increasing interest in wine tourism, cultural festivals, and the country’s Mediterranean climate. Tourists from the UK, Germany, and the United States are among the largest groups visiting.

Portugal’s Economic Growth from Tourism

Portugal’s tourism industry contributes significantly to the economy, with reports indicating it accounts for 9% of the country’s GDP. This growth is creating jobs in hospitality, retail, and entertainment, while also boosting infrastructure investments.

Germany: A Tourism Powerhouse Reaching New Heights

Germany continues to be one of the leading tourist destinations in Europe. In 2024, Germany’s Federal Statistical Office reported a 10% rise in international visitors, totaling over 50 million arrivals. Germany is particularly popular with tourists from the US, China, and the UK, who are drawn to its rich history, cultural heritage, and major events like Oktoberfest.

Germany’s Economic Growth Through Tourism

Tourism is a major contributor to Germany’s economy, accounting for 7% of the country’s GDP. The increase in visitors supports key industries such as transportation, food services, and retail. Moreover, Germany’s emphasis on eco-tourism and cultural tourism has further boosted its appeal in 2025.

Changing Traveler Profiles and Long-Haul Travel Growth

In recent years, there has been a noticeable shift in the demographics of tourists visiting Spain, Malta, Finland, Lithuania, Croatia, Latvia, Portugal, and Germany. The travel landscape is evolving, with younger generations, particularly Millennials and Gen Z, playing an increasingly influential role in the tourism boom.

Changing Traveler Profiles: Millennials and Gen Z Take the Lead

Millennials and Gen Z are not only the largest and fastest-growing demographic groups in global tourism, but they are also the ones driving the shift in travel preferences. These younger travelers are significantly more likely to seek out local experiences, sustainability, and cultural immersion during their trips, as opposed to traditional sightseeing and luxury-oriented vacations. They want to engage with destinations on a deeper level, from tasting local cuisines and attending cultural festivals to learning about local traditions and participating in eco-tourism activities.

In response to this demand, tourism boards across Europe have been adapting their strategies to appeal to these younger, more conscientious travelers. For example, Spain’s tourism initiatives now promote sustainable travel experiences, such as hiking routes in natural parks, wine tours in eco-certified vineyards, and participation in local artisanal workshops. Malta’s Tourism Authority has emphasized sustainable island holidays, encouraging tourists to explore lesser-known areas to reduce the environmental impact on popular hotspots. Similarly, Portugal has embraced the concept of slow tourism, encouraging travelers to take their time and enjoy an authentic experience, whether by cycling through the countryside or visiting eco-friendly accommodations.

Young travelers are also more likely to book experiential travel—opting for off-the-beaten-path locations and activities that emphasize authentic engagement with the destination’s culture. The rise in the popularity of voluntourism (volunteer tourism) and digital nomadism is further evidence of this demographic’s shift towards more meaningful and sustainable travel. As a result, countries like Finland and Croatia have responded with tailored experiences that cater to this demand for immersion and meaningful connections.

Growth in Long-Haul Travel: A Shift in International Tourists

Alongside this demographic shift, long-haul travel from Asia, North America, and other non-European regions is playing a significant role in the ongoing tourism surge in countries like Spain, Malta, and Germany. With the rise of direct flights and more accessible global travel, European countries are seeing an influx of visitors from countries like China, India, Japan, and the United States.

For example, Spain has long been a top destination for American travelers, but post-pandemic, the Asian market—especially China—has become a key source of growth. According to data from Spain’s National Statistics Institute, the number of Chinese visitors increased by nearly 20% in 2024, spurred by the ease of travel and increasing interest in European culture. Malta too has experienced a notable rise in Chinese and Indian tourists, with direct flights from key cities like Beijing and Mumbai helping make the Mediterranean island more accessible to long-haul travelers.

Moreover, long-haul travelers are often attracted to cultural experiences and luxury travel, areas in which these European countries excel. Germany, for instance, has seen a growing number of American and Japanese tourists who come for its heritage sites, festivals, and culinary offerings, particularly in cities like Munich, Berlin, and Frankfurt.

In addition to the surge in long-haul visitors from traditional markets like North America and Asia, many European countries are also witnessing a growth in emerging markets. Post-pandemic, there has been a rise in tourists from Southeast Asia and Latin America, who are increasingly looking to explore Europe as their next adventure. For example, countries like Portugal and Lithuania are seeing a rise in Brazilian and Argentinian visitors, fueled by better connectivity and shared cultural ties.

This demographic shift, along with the influx of long-haul travelers, is reshaping the tourism sector in these countries. The combination of younger, more eco-conscious travelers and a rise in global tourism from outside Europe is broadening the appeal of destinations across the continent. As these trends continue, these countries are likely to see an even more diverse range of tourists, contributing to the sustained growth of the tourism industry in 2025 and beyond.

The Future of European Tourism: A Thriving Industry on the Rise

As we look towards the future, the tourism sectors in Spain, Malta, Finland, Lithuania, Croatia, Latvia, Portugal, and Germany are poised for continued success. The surge in tourist arrivals is not just a temporary trend but a reflection of deeper, more lasting shifts in traveler preferences, including a growing desire for local experiences, sustainability, and cultural immersion. The changing demographics, with millennials and Gen Z leading the charge, are reshaping the travel landscape and encouraging a move towards more responsible and authentic tourism.

Furthermore, the boom in long-haul travel from regions outside of Europe, such as Asia and North America, is contributing significantly to the growth of these countries’ tourism industries. The influx of visitors from diverse global markets is stimulating economies, creating jobs, and fueling infrastructure development.

As these countries adapt to the evolving needs of tourists and continue to invest in sustainability and local engagement, European tourism will undoubtedly remain a driving force in the global economy. With this upward trajectory, these nations are not only attracting record numbers of visitors but are also setting the stage for long-term, sustainable growth in the tourism sector for years to come.