International tourist arrivals to Europe increased by 5.0% and overnight stays rose by 4.8% year-to-date in the second quarter of 2026, despite ongoing geopolitical and economic uncertainty, according to the European Travel Commission’s (ETC) quarterly report.
Strong Growth in Southern and Northern Europe
Greece led the continent with a 38% rise in arrivals and a 64.3% surge in travel spending during early 2026. Italy saw arrivals increase by 21%, though spending grew by only 4.3%, indicating lower average expenditure per visitor. Malta recorded a 16% increase in arrivals. Northern Europe experienced the highest subregional growth, with arrivals up 10% and overnight stays rising 8.4%. Central and Eastern
Europe also posted gains, with arrivals up 5.2% and overnight stays increasing 6.9%.
Southern and Mediterranean Europe showed broad-based improvements, particularly in Malta, Greece, Italy, Portugal, and Spain. However, Cyprus experienced a 17.9% drop in arrivals, impacted partly by timing of Easter and proximity concerns related to the Middle East conflict. Türkiye saw a 2.1% decline in arrivals amid diminished demand from European and long-haul markets.
Geopolitical Conflict and Economic Pressures Affect Aviation and Spending
Conflicts in the Middle East disrupted air travel between Europe and certain mid- and long-haul destinations. European air passenger Revenue Passenger Kilometres increased 7.0% in the first quarter of 2026, with March growth at
8.0%, but slowed sharply to 1.0% in April as flights were affected by regional tensions. Travel spending generally outpaced arrivals, reflecting higher per visitor expenditure in most destinations. Greece notably showed a 64.3% increase in travel spending. In contrast, Italy’s travel spending rose by only 4.3% despite a 21% increase in arrivals. Both Cyprus and Türkiye registered declines in arrivals and travel spending.
Traveler Priorities Shift Amid Affordability and Safety Concerns
Weaker consumer confidence and rising price sensitivity influenced traveler decisions. Nearly half of Europeans (48%) identified affordability and value for money as the key travel opportunity for Q2 2026, up from 32% in the first quarter. Travelers
increasingly preferred nearby, safer destinations that offer good value and easier access. Interest in Southern and Mediterranean Europe grew to 61% for travel between June and November 2026. Additionally, bookings in shoulder months like September increased notably as travelers seek to avoid extreme weather and overcrowding.
Sustainable tourism interest also increased; however, only 41% of consumers intend to change travel behavior due to environmental concerns.
ETC Emphasizes Resilience and Shifting Travel Demand
European Travel Commission President Miguel Sanz stated the sector’s resilience in the face of geopolitical and economic pressures. He highlighted that affordability, safety, proximity, and value for money are becoming central to destination choice, and
European destinations must remain competitive while promoting balanced visitor flows across regions and seasons.
Leisure travel spending in key European markets is forecast to hold steady at 13.0% of total consumer spending in 2026, substantially above the global average of 8.5%. Leisure spending in non-European source markets is expected to rise slightly from 7.5% in 2025 to 7.7% in 2026.
