Summer performance has been strong and highly diverse in regional terms. Of the 34 destinations analysed by the ETC, 30 recorded increases in arrivals or overnight stays. Traditionally leading destinations such as Spain (+4%) and Portugal (+2%) increased their visitor numbers, boosted by the combination of sun and beach. But growth has also been notable in northern or inland destinations, such as Norway and Finland (+14% each) or Poland (+13%), which have successfully attracted visitors in search of nature, cooler getaways or alternatives to traditional beach holidays. By contrast, some markets such as Germany (−2%) or Turkey (−1%) showed declines, the former perhaps as a correction after the previous year’s European Championship, and the latter affected by rising costs.
Taken together, these data reveal that European tourism is entering a more mature and competitive phase, in which factors such as value for money, the overall visitor experience and product differentiation play an increasingly important role. Price inflation in tourism services has begun to slow, but remains well above pre-pandemic levels, posing a challenge in terms of perceived value. In this respect, Central and Eastern European destinations — such as Poland, Hungary and Slovenia — have managed to stand out by offering attractive products at more affordable prices, enabling them to attract visitors who seek a balance between quality and cost.
Another factor to consider is the growing tendency of travellers to adjust their plans according to climate, overcrowding or savings: 28% of travellers from eight key source markets are already planning to modify their trips over the next two years to avoid extreme heat, crowds or high costs. This trend means that destinations will need to adapt by offering alternative seasons, less congested experiences and smart communication that responds to the expectations of these more conscious travellers.
Finally, the influence of digitalisation is consolidating as a key driver of growth. The use of artificial intelligence tools in trip planning has almost doubled, rising from 10% in 2024 to 18% in 2025, driven especially by Generation Z and Millennials. China (40%) and the United States (27%) stand out in particular as leading markets in the use of these technologies. This technological integration not only improves the user experience, but also enables European destinations to better capture travellers’ attention, optimise marketing and adapt to new ways of consuming travel.
Statistics and analysis confirm that Europe not only maintains its appeal as a tourist destination, but is evolving: it is moving towards an offer that is more sophisticated, segmented, digital, diversified and better prepared to respond to the new expectations of international travellers. The projected 6.8% increase in international arrivals for 2026 is a positive sign for the future, but also a reminder that the path ahead demands innovation, quality, sustainability and sensitivity to changes in the global market. In this sense, Europe faces a new tourism era renewed, with greater challenges, but also with a solid starting position from which to lead in the years to come.
