Europe’s leisure travel spending reached $2 trillion in 2025, capturing one-third of the global market, according to new research from the World Travel & Tourism Council (WTTC). The $6.15 trillion global leisure travel expenditure marked a 3.5% increase year-on-year, with Europe maintaining its position as the leading region for leisure tourism.
Southern Europe Leads with Italy, Spain, France, and Türkiye Driving Growth
Southern Europe remains the driving force behind the continent’s tourism economy. WTTC reported leisure travel spending growth of 3.6% in France, 2.6% in Spain, and 2.2% in Italy for 2025. The organization projects that in 2026, European leisure spending will expand 3.7%, surpassing the global forecast 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%.
Türkiye generated $25.75 billion in tourism income during the first half of 2026, a figure largely unchanged from the previous year, despite a 2.7% decrease in visitor numbers. Average expenditure per visitor in Türkiye rose by 2.5% to $1,020. Some Turkish resorts offered discounts during the peak season, motivated by geopolitical uncertainties and last-minute booking trends.
TUI CEO Sebastian Ebel has warned that parts of Spain and Italy are approaching tourism capacity limits amid rising visitor numbers
and infrastructure pressures. Southern Europe faced additional challenges from extreme heat and wildfires in summer 2026, affecting France, Greece, Spain, Croatia, and other popular destinations.
EU Tourist Accommodation Shows Continued Growth and Online Rental Surge
Eurostat data indicated that the European Union recorded 3.1 billion nights in tourist accommodations in 2025, an increase of 2.2% from 2024. International guest nights grew 3.4% over the same period. The combined total of accommodation nights in Spain, Italy, France, and Germany accounted for 61.7% of the EU’s total.
Tourist accommodation in the EU rose further in early 2026, with 471.1 million overnight stays in Q1, marking a 3.4% increase year-on-year. The short-term rental
sector also expanded rapidly, with 951.6 million nights booked via major online platforms in 2025, up 11.4% from the previous year.
Italy reported a 51.2% online accommodation saturation rate during summer 2026, exceeding Spain’s 42.8% and France’s 32.9%. In June 2026, Italy’s saturation rate increased further to 61.3%. Italy recorded more than 36 million overnight stays in April 2026, compared to 39.9 million in Spain over the same month.
Italy’s Air Travel Demand Grows Amid Rising Searches and Capacity
The Italy Ministry of Tourism reported a 26% increase in air travel searches year-on-year in 2026, alongside a 14% growth in scheduled direct airline seat capacity. The data showed substantial growth
in travel searches originating from Poland (76%), Germany (66%), and Spain (48%). These figures highlight continued strong interest in Italy as a destination despite broader constraints.
Spain Maintains Strong International Visitor Spending Growth
Spain generated €115.1 billion ($130.1 billion) in international visitor spending during 2025, ranking third globally behind the United States and China and top in Europe, according to WTTC. In May 2026, Spain’s international tourist spending reached €13.55 billion, an increase of 10.9% year-on-year. Average expenditure per visitor was €1,321, with daily spending averaging €214.
WTTC Highlights Need for Infrastructure Investment Amid Tourism Pressures
WTTC President and CEO Gloria Guevara 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.” She emphasized the importance of investments in infrastructure, connectivity, and sustainable tourism management to preserve competitiveness.
Southern Europe’s tourism growth faces limits from crowded infrastructure, accommodation shortages, and environmental factors such as heatwaves and wildfires. These challenges are prompting shifts in traveler behavior, including increased last-minute destination changes. The Mediterranean’s traditional summer season may extend into spring and autumn as climate pressures reshape patterns.
While southern destinations remain strong, cooler Northern European countries benefit from the “coolcation” trend, with travelers
seeking alternatives to Mediterranean heat. This redistribution reflects the complex impact of climate on European tourism demand.
