- In Q2 of 2025, Europe’s tourism sector had a more moderate but still steady performance. Arrivals increased by 3.3% while nights fell by 0.7%.
- Demand for sun and beach holidays in the off-season is increasing, likely due to Easter holidays shifting and changing travel preferences.
- China has shown renewed interest in European destinations, while the US continues to be a major source of visitors.
Europe’s tourism industry maintained a solid performance throughout Q2 of 2025. Its resilience was highlighted by the ongoing economic pressures, as well geopolitical unrest. According to the European Travel Commission’s latest report:European Tourism: Trends & ProspectsInternational Tourist arrivals In comparison with the same period of 2024, there was a moderate increase of 3.3%. Meanwhile, Nights spent fell slightly by 0.7% — a decline likely driven by calendar effects, including the shift of Easter to late April and changes to school holiday schedules, rather than a drop in demand.
Research shows that consumers are willing to spend more when travel costs rise, but overall they may not. Travel costs It is predicted that by 2025 the increase will be 13% over 2024. More travellers are searching for Value for moneyLesser known destinations with affordable prices may benefit, as they reduce the overcrowding in popular tourist areas.
Commenting on the Report ETC President Miguel Sanz said:
The past months have brought new challenges to the tourism sector — rising economic pressures, shifting geopolitics, and growing concerns over unbalanced tourism in some tourism hotspots. But Europe’s tourism destinations have shown remarkable resilience. To maintain this momentum, we need to invest in more inclusive, sustainable models of tourism, which respond to both the needs of locals and those of visitors.
Off-season travel is dominated by sun and beach holidays
Searches spring getaways The number of European travellers has increased by 36% in the last year [1]The growing demand for Off-season travelMost people are looking for sun and beach destinations. The shift in Easter from late April to the end of the month contributed to the rise. changing traveller preferences — particularly the desire to avoid peak heat and overcrowding during the summer months. Malta saw a 19% increase in arrivals, supported by enhanced connectivity, while Cyprus posted a 16% rise, driven by its favourable location and year-round appeal — both destinations growing from a lower base. Spain (+7%), Portugal (+3%), and other larger summer destinations also benefitted from this trend.
Central Eastern European destination, such as Latvia (+16%) Lithuania (+15%) and Hungary (+14%) have also seen strong increases year-on-year in arrivals. This is likely due increased connectivity. This indicates that recovery is still underway from the pandemic as well as the impact of the Russo Ukrainian War.
Travellers are more price sensitive, but their spending is on the rise
Many costs for many Services related to tourism The price of international flights to the Southern/Mediterranean region has increased from last year. Further increases are likely in July and August this summer, which could impact on travellers’ choice of destination. As the high season in the Southern/Mediterranean region approaches, the price of international flights to the area has risen 5% in the first four months of 2025 year-on-year, while the cost of international package holidays is up 7%.
At the same time, Southern European destinations — including Spain, Cyprus, and Malta — reported substantial increases in Tourism Revenue In the first months 2025. This indicates that travellers spend more in off-peak months. Tourist spending in Europe will increase by 13% between 2024 and 2020. This growth is outpacing arrivals, indicating an increased average trip spend.
Long-haul travel shows resilience, despite global uncertainty
In spite of concerns over terrorism, travel from the US to Europe is higher today than it was in 2024 for most destinations. Transatlantic demand. In the Nordics there is a notable increase in overnights. Norway has seen an increase of 35% and Denmark by 24%. Southern European destinations such as Croatia (+18%) Montenegro (+17%) and Greece (+16%) have also seen a significant increase in US arrivals.
Moreover, the economic uncertainty has likely contributed to reduced airfares on several routes — including those between the US and Spain, Italy, and the UK — which may support continued growth in American travel to Europe this summer.
Travel to China The recovery of the tourism industry is expected to be stronger in 2025. All reporting destinations have seen an increase in arrivals and nights in comparison with 2024. The demand for smaller destination such as Croatia (+7%), Estonia +15%) and Romania (+20%) picked up in the second quarter, while the recovery of larger destinations continues.
As incomes rise, flight connections improve, and travel policies become more favourable, it is expected that Chinese tourists will continue to return to Europe. This trend could also be reinforced by the reluctance of Chinese tourists to travel to the US in 2025 due to geopolitical tensions and increased visa scrutiny.
Download the full report here.
About European Travel Commission
In 1948, The European Travel Commission (ETC) was established. It is an association unique in the travel sector. National Tourism Organisations It is the mission of the organization to strengthen sustainable development of Europe as a tourist destination. Its goal is to enhance the sustainable development and attractiveness of Europe for tourists. ETC has been at the forefront of European tourism for decades. It has built up its expertise, and formed partnerships in tourism based on market intelligence, promotion and sharing best practices.
