Tourism in Europe in 2025 opens with numbers climbing despite economic headwinds.
Around 125 million international visitors entered the region in the first three months, a modest yet steady increase that reflects travelers’ resilience.
Europe holds momentum despite uncertainty
The United Nations World Tourism Barometer reported a 2% increase in arrivals in Europe during January to March compared to last year, and a 5% rise compared with the same period in 2019.
The report highlights that about 300 million tourists traveled worldwide in the first quarter, with Europe taking a sizable share.
Demand stayed strong despite high transport costs, trade tensions, and geopolitical risks.
UN Tourism experts cautioned that “economic and geopolitical challenges continue to pose significant risks to the sustained performance of tourism and travelers’ confidence.”
Yet projections remain steady, with global growth expected to stay in the 3% to 5% range through 2025.
Spain, Malta, Finland lead growth wave
Some EU nations pulled ahead in the tourism race. Spain, Malta, and Finland recorded some of the highest growth rates in the first quarter of 2025.
Lithuania topped the chart with a 21% increase in arrivals, followed by Malta at 19%, Latvia at 16%, Finland at 15%, and Spain at 6%.
In effect, Spain, Malta, and Finland lead tourism growth in 2025, showing how southern and northern destinations alike are shaping Europe’s rebound.
Southern Europe adjusts to changing demand
Spain, one of the world’s largest tourism earners, not only drew more visitors but also recorded higher spending.
Visitor spending in Spain rose 9% in the first two months of the year compared to the same period in 2024, following a 16% increase the previous year.
France also posted a 6% rise in tourism revenue, Denmark 11%, and Mediterranean neighbors such as Greece, Italy, and Portugal each saw 4% growth.
Tourism officials attributed the performance to early bookings, pent-up demand, and travelers spreading trips outside the traditional summer peak.
However, southern countries also wrestle with heatwaves and wildfires that disrupt holiday patterns. Reports of Italians shifting from beaches to mountain retreats underline how climate factors are reshaping choices.
Northern and Baltic nations see sharp increases
Finland and Latvia enjoyed double-digit growth, showing how colder destinations have become attractive alternatives.
Baltic cities reported rising off-season tourism, with visitors drawn to winter festivals, saunas, and less crowded urban breaks.
This surge helps balance the picture for Central and Eastern Europe, which, despite an 8% overall rise, still lags behind 2019 levels.
Analysts said that improved air connectivity and new marketing campaigns pushed these gains, along with travelers seeking new experiences outside traditional hotspots.
Countries facing slower recovery
Not every EU nation shared the upward trend. Luxembourg, Ireland, Sweden, and Belgium received fewer visitors than before the pandemic.
Analysts cited high prices, limited marketing abroad, and slower recovery in air connections as factors.
For Sweden, the ongoing debate over sustainable travel and “flight shame” may have dampened demand.
Belgium and Luxembourg, often reliant on business travel, continue to feel the impact of remote work practices that cut corporate trips.
Global context of Europe’s tourism climb
Globally, tourism receipts reached a record USD 2 trillion in 2024, about 15% above 2019 levels. The momentum carried into 2025, with strong spending reported across many destinations.
Still, UN Tourism’s confidence index for May to August slipped slightly, reflecting caution in the face of world events.
Main risks flagged by experts include high travel and accommodation costs, trade tariffs, and geopolitical tensions from conflicts in Ukraine and the Middle East.
Extreme weather, from wildfires in the Mediterranean to storms in Northern Europe, also weighs on travelers’ decisions.
Balancing growth with sustainability
European destinations now face a twin challenge: keeping visitor numbers rising while managing the strain on local communities. Overcrowded beaches, increasing rental costs in tourist towns, and environmental stress remain pressing concerns.
Some cities are expanding visitor taxes, while others encourage off-season trips or rural tourism to spread benefits.
In Spain, cities like Barcelona continue to wrestle with housing protests linked to short-term rentals. In Malta, authorities are considering stricter cruise ship regulations.
Outlook for the rest of 2025
Looking ahead, industry experts remain cautiously optimistic. Demand for cultural trips, gastronomy, and sustainable travel is expected to drive choices.
New airline routes linking Baltic capitals with Western Europe and Asia may further boost arrivals in the second half of the year.
UN Tourism’s latest forecast holds steady at 3% to 5% growth worldwide for the full year. For Europe, this means continued recovery, though uneven across regions.
Southern destinations will depend on weather stability, while northern and eastern countries may continue gaining ground thanks to diversification and lower crowding.
New entry checks to alter travel experience
Tourism growth is good news for Europe, but it also arrives as travel rules undergo significant changes.
Beginning in late 2026, travelers from 59 visa-exempt countries must secure a European Travel Information and Authorization System (ETIAS) pass before entering 30 European nations.
This requirement will cover around 1.4 billion people worldwide, including many frequent visitors to the EU.
For short-term tourists, ETIAS adds an extra planning step. The authorization, valid for three years or until the traveler’s passport expires, allows stays of up to 90 days in any 180-day period.
Applications cost €20 and can be completed online or via a mobile app. Most approvals are issued within minutes, though the process can take several days if extra checks are needed.
Longer-term visitors—students, seasonal workers, or family members joining relatives—will continue to rely on Schengen visas.
However, as tourist numbers rise, consulates may face heavier workloads, stretching wait times for those applications.
Migrants planning to move permanently may feel indirect pressure as governments look to balance welcoming tourists with controlling irregular migration.
Rising arrivals influence immigration debates
The surge in visitors reinforces ongoing arguments inside the EU about managing borders and migration.
Southern states such as Spain and Malta, which benefit most from rising tourist flows, must secure enough temporary labor to sustain their hospitality sectors.
These governments may respond with targeted work permits, while also stressing that ETIAS applies only to short stays and does not grant the right to settle.
Northern countries such as Finland face a different challenge. Strong growth in winter tourism coincides with domestic discussions on asylum and border enforcement.
Policymakers there highlighted the need to separate the predictable flow of authorized travelers under ETIAS from broader migration issues.
Officials across the bloc emphasize that while ETIAS strengthens pre-screening and border security, it does not replace national immigration rules.
By linking travel more tightly to digital checks, the system shapes not only how tourists enter but also how governments frame debates on migration, integration, and labor demand.
Europe’s tourism momentum
Europe’s tourism recovery shows steady progress, with countries like Spain, Malta, Finland, and Lithuania leading growth in early 2025. Despite global challenges, international arrivals and spending continue to climb, underlining the region’s resilience.
This matters not only for local economies but also for travelers, as more destinations are ready to welcome visitors year-round. The trend raises a simple question: where will travelers go next as Europe’s tourism momentum continues to build?