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.

The United States remained a key driver of recovery. Overnight stays by U.S. tourists surged by 35% in Norway and 24% in Denmark, while Southern European destinations such as Croatia, Montenegro, and Greece saw increases of 18%, 17%, and 16% respectively. This surge can be attributed to competitive airfares, improved flight connections, and favorable exchange rates.

Simultaneously, China showed a strong rebound: Estonia (+22%), Romania (+20%), and Croatia (+25%) recorded growth far above the previous year. The lifting of post-pandemic restrictions and increased traveler mobility explain this surge, further supported by a growing preference among Chinese tourists for European destinations, seen as more stable amid today’s global uncertainties.

The second quarter also brought notable developments in pricing. International flights to Southern Europe rose by 25%, and vacation packages showed similar increases. Even so, tourists appear willing to accept these higher costs in exchange for quality, which explains the continued rise in average trip spending, with projected annual growth of around 13%.

The outlook for summer 2025 is optimistic, though not without uncertainty. Inflation, climate change, and international tensions continue to pose risks. Nonetheless, growing off-season demand, the sustained relevance of long-haul markets like the U.S. and China, and the emergence of new European regions suggest a phase of recovery that is both more balanced and more sustainable.

To maintain this trajectory, experts recommend enhancing air connectivity from distant markets, adjusting pricing policies based on seasonality, and continuing to invest in tourism infrastructure. If successful, Europe could not only preserve its global appeal but also progress toward a more diversified tourism model, spreading benefits more widely and reducing pressure on the most visited areas.

Ultimately, the second quarter of 2025 confirms that European tourism is not only rebounding but evolving into a more mature and resilient landscape. With the U.S. and China as driving forces and alternative destinations on the rise, the continent is proving its ability to meet the evolving expectations of 21st-century travelers—prioritizing quality, sustainability, and unique experiences.

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