Tourist accommodations across the European Union are seeing record numbers of visitors from outside Europe.

New data from Eurostat shows a significant increase in overnight stays by non-European tourists in 2023. This trend is changing EU tourism, especially in regions that attract the most international visitors.

Tourism nights reach new heights

In 2023, accommodations across the EU recorded a new high of 2.9 billion nights booked, up from 2.8 billion in 2022. This growth came largely from a rise in visitors from outside Europe.

Non-European tourists made up 15.6% of all international stays, up from 12.6% the year before. This increase means an average of 164,000 more foreign guests stayed each night in EU countries, showing Europe’s renewed appeal to long-distance travelers.

Who are Europe’s newest visitors?

Most non-European tourists came from North America, making up 7.1% of international nights in EU accommodations. Asia followed with 4.6%, while visitors from Central and South America contributed 2.2%.

Oceania accounted for 1%, and Africa came in at 0.7%.

Though most international visitors in the EU are still European, these numbers show a growing presence of travelers from farther away.

In contrast, European tourists continue to dominate, representing 62.4% of international nights, which highlights the EU as a top destination for regional travel.

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Popular destinations for foreign visitors

Some regions in the EU are especially popular with foreign tourists, with Spain’s Canarias and Illes Balears islands and Croatia’s coastal area, Jadranska Hrvatska, leading in overnight stays.

These top three spots hosted a total of 225.7 million nights in 2023, making up 16.4% of all foreign stays in the EU. These areas are known for their coastal attractions, fitting a trend where nearly half of all EU tourism nights were spent along the coast.

Other popular regions include the Greek islands Notio Aigaio and Kriti, Italy’s Veneto, and Austria’s Tirol, each with over 20 million nights.

These destinations rank in the top 10 EU regions for foreign stays, highlighting their importance to the tourism industry and their strong appeal to international visitors.

Boost in coastal and island economies

Regions that rely heavily on international tourism saw the most growth in 2023. In places like Kriti, Ionia Nisia, and Notio Aigaio, over 90% of tourism nights came from foreign visitors.

Similarly, Malta, Jadranska Hrvatska, Cyprus, and Tirol also welcomed mostly non-local guests.

These regions, known for their coastlines or alpine scenery, depend on these travelers for much of their seasonal income, benefiting from the rising demand for coastal and mountain destinations.

This shift in visitor demographics may impact regional economies in EU countries. Local businesses in these popular spots might adjust their services to meet the preferences of non-European tourists, especially those from North America and Asia.

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Easier access, stronger borders

With the EU’s growing popularity among both short-term and long-term visitors, there are new demands on travel policies and visa rules.

Starting in 2025, all non-EU visitors will need pre-approval to enter the Schengen Area through the European Travel Information and Authorization System (ETIAS).

The ETIAS aims to make travel easier for low-risk visitors while strengthening security, likely reducing delays at Schengen borders for the rising number of tourists from outside Europe.

As more non-European visitors explore Europe, some may choose to stay longer or even migrate. This trend could lead to changes in Schengen visa policies to better meet various needs, from tourism to longer-term residency.

EU’s strategy to welcome more

The rise in non-European tourism may lead EU countries to rethink parts of their immigration policies.

Member states could benefit from offering extended or multi-entry visas to frequent visitors.

Regions with a high number of international stays might advocate for policies that attract and retain these visitors, especially those who support the local economy during off-peak seasons.

This trend could also inspire countries to promote visas for remote work, cultural exchanges, or language programs, attracting a wider range of visitors.

These steps would help EU states continue to gain economically while adapting policies to meet the needs of travelers and local businesses.

Europe’s tourism transformation

As more tourists from North America, Asia, and other regions visit Europe, EU countries have a chance to create tourism policies that benefit both visitors and locals.

With the ETIAS changing entry requirements, the EU’s approach to welcoming international tourists is set to adapt, possibly allowing for longer stays and attracting a wider range of travelers.

This trend could strengthen the EU’s role in shaping global tourism standards, making Europe more connected and accessible.