Europe attracts more tourists from the U.S. and China

07-07-25

Europe experienced a notable tourism boost in the second quarter of 2025, driven by a strong increase in arrivals from the United States and China, alongside growing demand during off-peak seasons and a significant rise in visitor spending. According to the latest report from the European Travel Commission, international arrivals increased by 3.3% year-on-year, maintaining strong momentum despite ongoing global economic challenges, rising flight costs, and geopolitical tensions.

One of the most striking trends was the rise in travel to sun-and-sea destinations during spring and autumn. Travelers, responding to the late timing of Easter and the intense summer heat, opted for milder climates. Malta and Cyprus, with arrival increases of 19% and 16% respectively, have solidified their appeal as attractive seasonal destinations. Spain and Portugal also benefited from this shift, with increases of 7% and 3%, reaffirming the Mediterranean's allure beyond the peak summer months.

In addition, countries in Central and Eastern Europe—traditionally less developed tourist markets—saw remarkable growth. Latvia (+16%), Lithuania (+15%), and Hungary (+14%) emerged as new hotspots, bolstered by improved air connectivity and a favorable quality-price ratio. These patterns reflect a growing trend among travelers to seek alternatives to overcrowded destinations, contributing to a more balanced distribution of tourism flows.

Although overnight stays fell slightly by 0.7%, this was seen more as a temporary adjustment caused by a reorganization of school and holiday calendars than a real decline in travel interest. Meanwhile, tourism spending in Europe grew by around 2% during the quarter, outpacing the rise in visitor numbers and showing that travelers are willing to invest in high-quality experiences.