Tourism in Europe has continued to show resilience in the first quarter of 2025, with international tourist arrivals rising by 4.9% compared to the same period in 2024. The number of overnight stays also saw a modest increase of 2.2%. This follows a strong performance in 2024, where arrivals exceeded pre-pandemic levels by 6.2% and nights by 6.4%.
While the sector remains stable, economic uncertainties, geopolitical tensions, and rising costs could influence future travel behaviours. "We are seeing strong interest in value-for-money destinations and a growing demand for travel outside the traditional peak season," said Miguel Sanz, president of the European Travel Commission (ETC). "These trends reflect cost-consciousness, but also a broader desire for more balanced and authentic travel experiences."
Winter tourism hubs performed well, with Slovakia and Norway seeing increases in arrivals of 14.3% and 13.2%, respectively. Norway also experienced a 15.3% increase in overnight stays, a sign of longer visits. In contrast, some alpine destinations, such as Austria, saw a slight decline in overnights.
Eastern European destinations have rebounded from previous challenges, with countries like Poland (+16.2%) and Latvia (+27.8%) showing strong growth. Romania and Bulgaria benefited from their recent accession to the Schengen Area, which has facilitated smoother cross-border movement.
Southern Europe, particularly Spain, Cyprus, and Malta, thrived due to off-season demand, supported by favourable weather conditions for Northern and Western European travellers.
However, the newly introduced US tariffs may impact transatlantic travel, adding uncertainty to demand from American tourists, who historically make up a significant portion of Europe’s long-haul arrivals.