Europe recorded approximately $2 trillion in leisure travel spending in 2025, representing about one-third of total global leisure travel expenditure, according to research by the World Travel & Tourism Council (WTTC). Global leisure travel spending reached $6.15 trillion in 2025, marking a 3.5% increase from the previous year.
Leisure Spending Growth in Key European Markets
Leisure travel spending rose by 3.6% in France, 2.6% in Spain, and 2.2% in Italy in 2025. WTTC forecasts that in 2026, leisure spending in Europe will grow by 3.7%, surpassing the projected global growth rate of 3.1%. Italy is expected to lead Southern European growth with a 4.7% increase, followed by
Spain at 4.3%, Türkiye at 4.1%, and France at 2.6%.
Tourist Accommodation and Booking Trends
Eurostat reported nearly 3.1 billion nights spent in EU tourist accommodations in 2025, up 2.2% compared to 2024. International guest nights in the EU increased by 3.4%. Spain, Italy, France, and Germany accounted for 61.7% of all accommodation nights within the EU. In the first quarter of 2026, the EU recorded 471.1 million overnight stays, a 3.4% increase over the same period in 2025. Nights booked through major online platforms reached 951.6 million for 2025, up 11.4% year-on-year.
Italy and Spain Accommodation and Air Travel Metrics
Italy’s summer 2026 online accommodation saturation rate reached 51.2%, surpassing Spain at
42.8% and France at 32.9%, according to the Italian Ministry of Tourism. Air travel interest in Italy increased, with a 26% growth in air-travel searches year-on-year and a 14% increase in scheduled direct airline seat capacity. Search inquiries from Poland rose 76%, Germany 66%, and Spain 48%. Italy’s online travel agency saturation rate peaked at 61.3% in June 2026. Italy recorded over 36 million overnight stays in April 2026, slightly behind Spain’s 39.9 million overnight stays for the same month.
Visitor Spending and Tourism Income in Spain and Türkiye
In 2025, Spain generated about $130.1 billion (€115.1 billion) in international visitor spending, ranking third worldwide and first in Europe,
according to WTTC. Spain’s National Statistics Institute reported international tourist spending in May 2026 of €13.55 billion, a 10.9% increase over May 2025, with average spending per visitor at €1,321 and average daily expenditure of €214. Türkiye earned $25.75 billion in tourism income during the first half of 2026, remaining stable from the previous year. Visitor numbers in Türkiye declined by 2.7% in H1 2026, but average expenditure per visitor increased 2.5% to $1,020. Some Turkish resort areas discounted prices during the summer peak season amid geopolitical concerns and last-minute booking tendencies.
Challenges: Capacity, Weather, and Changing Travel Patterns
TUI CEO Sebastian Ebel warned that parts of
Spain and Italy are nearing tourism capacity limits, driving travelers and tour operators to seek destinations with greater space. Europe faced extreme weather during summer 2026, including wildfires in France, Greece, Spain, and Croatia. These events caused evacuations and disrupted local communities. Extreme heat impacts transport, power supply, worker productivity, and infrastructure essential for tourism. Shifts in traveler behavior show increased willingness to change destinations on short notice. Northern Europe benefits from a “coolcation” trend, while Southern Europe, including Greece, Spain, and Italy, continues to gain global summer travel market share.
Official Statements on Tourism Management and Growth
WTTC President and CEO Gloria Guevara emphasized the need
for investment in infrastructure, connectivity, and sustainable tourism management to sustain Europe’s competitiveness. She stated, “With summer travel at its peak, Europe continues to set the pace for global leisure tourism, capturing one-third of all spending worldwide and demonstrating the strength, diversity and resilience of its tourism sector.” TUI CEO Sebastian Ebel highlighted capacity constraints in Spain and Italy as a pressing concern for the sector.
Europe’s Tourism Industry Strength and Future Outlook
Europe leads globally in leisure travel, combining historic cities, Mediterranean resorts, culinary culture, aviation and rail connectivity, and geographic diversity over short distances. The tourism economy faces challenges beyond visitor volume growth, focusing increasingly
on sustainable management and distributing demand to avoid congestion. In 2026, Europe’s tourism boom is expected to continue, with forecasted growth rates in leisure spending outperforming the global average. Italy, Spain, and Türkiye are projected to be key growth drivers.
