European tourism remained strong in early 2025, with international arrivals increasing by 4.9% in the first quarter compared to the same period in 2024. The number of nights spent by tourists also rose by 2.2%, according to data from the European Travel Commission (ETC).
Travelers are increasingly looking for value-for-money destinations and avoiding peak seasons. This trend is driven by ongoing economic pressures that make cost-conscious travel more important.
Key Trends in European Tourism for 2025
Miguel Sanz, President of the ETC, said, “Europe’s tourism sector continues to show extraordinary resilience. We see strong interest in affordable destinations and more travel during off-peak times.”
Winter destinations performed well. Slovakia and Norway recorded increases of 14.3% and 13.2% in arrivals, respectively. Norway also saw a 15.3% rise in overnight stays, showing that tourists are staying longer during winter holidays. Italy remained popular as a more affordable ski destination, while Austria experienced a small decline of 3.5%.
Central and Eastern Europe experienced a strong rebound. Improved transportation links and easing geopolitical tensions helped drive growth in countries like Poland (+16.2%), Latvia (+27.8%), and Hungary (+18.2%). Romania and Bulgaria also benefited from joining the Schengen Area in January 2025, which made travel easier.
Mediterranean destinations continued to attract tourists, thanks to milder weather and demand outside the peak summer months. Spain welcomed over 10 million foreign visitors in just two months. Cyprus (+15.4%) and Malta (+12.6%) also recorded strong growth. The trend for “cool-cations” — holidays that avoid the summer heat — is becoming more popular.
Value remains a key factor for travelers choosing destinations. Since travel costs are still higher than before the pandemic, many prefer affordable countries like Romania. On the other hand, high-cost destinations such as Iceland (-5.7%) and Monaco (+0.8%) saw weaker results.
There are growing concerns about transatlantic travel. New US tariffs and economic uncertainty may reduce future demand. Although the US remains an important source of long-haul tourists, exchange rate changes and rising travel costs could slow growth. However, early 2025 data shows continued strong travel from the US, with more than 80% of European destinations reporting year-on-year growth in arrivals.
Europe’s tourism industry is expected to keep growing. Its success relies on adapting to new travel patterns, focusing on regional destinations, and meeting demand for authentic and affordable experiences.
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