European tourism remained strong through the second quarter of 2026 despite geopolitical tensions and economic pressures, according to the latest quarterly report from the European Travel Commission (ETC).
International arrivals to Europe rose 5.0% year to date compared with the same period in 2025, while overnight stays increased 4.8%.
Growth persisted despite weaker consumer confidence and mounting affordability pressures. Conflict in the Middle East also disrupted aviation links between Europe and several mid- and long-haul markets.
The European Tourism: Trends & Prospects report, published in Brussels on 9 July, shows the sector continuing to grow as travellers become more selective about when and where they travel.
Growth spreads wide across map
Almost 80% of reporting destinations recorded growth in the second quarter, with around one in five posting double-digit increases in arrivals.
Greece led early in 2026 with arrivals up 38%, followed by Italy at 21% and Malta at 16%. Strong air links and efforts to spread visitors beyond peak-season hotspots helped drive growth.
Northern Europe outperformed every other subregion, with arrivals up 10.0% and overnight stays up 8.4%. Central and Eastern Europe also grew, recording arrivals up 5.2% and overnight stays up 6.9%.
Southern and Mediterranean Europe saw the largest increase in visitor numbers, with broad growth across Malta, Greece, Italy, Portugal and Spain.
Middle East fallout dents a few destinations
Not all destinations shared in the growth. Some had a difficult start to the year.
Cyprus recorded a 17.9% drop in arrivals, partly due to the timing of Easter and weaker sentiment linked to the island’s perceived proximity to the conflict.
The impact was also felt in aviation. European air passenger activity was strong in the first quarter of 2026, with Revenue Passenger Kilometres up 7.0% and March reaching 8.0%.
Growth then slowed to 1.0% in April as the conflict disrupted flights between Europe and several long-haul markets.
Bigger wallets, fewer bargains
Visitor spending outpaced arrivals in most destinations, suggesting travellers spent more per trip than a year earlier.
Greece stood out, with spending up 64.3% against a 38.3% rise in arrivals, indicating higher spending per visit.
Italy saw a different trend. Arrivals increased 21.1%, but spending rose just 4.3%, meaning average spending per visitor declined despite larger crowds.
Türkiye and Cyprus were among the few destinations where both arrivals and spending fell.
Value, closer trips call shots
Leisure travel is expected to remain a priority in summer 2026 despite economic uncertainty.
In key European source markets, leisure travel spending is forecast to account for 13.0% of total consumer spending in 2026, well above the global average of 8.5%. In key non-European markets, the share is expected to edge up from 7.5% in 2025 to 7.7%.
Price sensitivity is rising. In the latest Travel Industry Monitor survey, 48% of European respondents identified affordability and value as a key opportunity for Europe in the second quarter, up from 32% in the first.
Travellers are also favouring nearby destinations with shorter journeys. Interest in Southern and Mediterranean Europe for June to November reached 61%.
Shoulder-season travel is gaining momentum as people avoid extreme heat and crowds, with September bookings rising strongly across Europe.
Green intentions meet reality check
Sustainability is creeping further into how people plan trips. Google Trends data show more searches for “sustainable tourism” in 2026 than in the same period of 2025.
Interest does not always translate into action. Only 41% of consumers plan to change how they travel over environmental concerns.
New border checks enter picture
The strong arrival figures came as the Entry/Exit System (EES) reached full operation following a phased rollout that replaced passport stamps with biometric registration for non-EU nationals.
The year-to-date increase suggests that the new checks did not noticeably slow arrivals during the rollout.
The growing focus on affordability and convenience could shape the rollout of the European Travel Information and Authorisation System (ETIAS), which will require visa-exempt non-EU travellers to obtain a €20 travel authorisation before departure.
ETIAS is not yet in operation and has no confirmed launch date. Its impact on demand remains uncertain, though the report suggests travellers are becoming increasingly sensitive to added costs and inconvenience.
Border processing also remains a key issue. Initial EES enrolment can create bottlenecks at the point of entry, potentially adding to the queues and overcrowding concerns highlighted in the report.
Competitive summer takes shape
Miguel Sanz, president of the ETC, said that the sector remained resilient despite a more challenging environment.
“European tourism has continued to show resilience in Q2 2026, despite a more uncertain global environment,” he noted. “Travel remains a priority for consumers, but the way people travel is changing.”
He added that affordability, safety, proximity and value now play a bigger role in destination choices. The challenge for European destinations is “to remain competitive while supporting more balanced visitor flows across regions and seasons.”
Looking ahead, competition for summer visitors is expected to intensify, with destinations offering affordability, safety and well-distributed tourism likely to have the advantage.