Greece and Italy spearheaded Europe’s tourism recovery in the second quarter of 2026, as arrivals and spending rose substantially despite global pressures.
Greece registered the highest increases among European destinations with arrivals growing 38% and travel expenditure surging 64.3% over the same period last year. Italy followed with arrivals climbing 21% and a more modest 4.3% rise in spending. Malta ranked third with a 16% increase in visitor arrivals. The strong performance was supported by improved air connectivity and expanded off-season travel campaigns in these Mediterranean countries.
European Tourism Growth Broadly Positive
The European Travel Commission reported a 5.0% rise in international arrivals to Europe
in Q2 2026, alongside a 4.8% increase in overnight stays. Nearly 80% of destinations submitting data showed growth, with about one in five destinations achieving double-digit gains in arrivals. Northern Europe led subregional growth, posting a 10.0% increase in arrivals and an 8.4% rise in overnight stays. Central and Eastern Europe saw arrivals increase 5.2% and overnight stays go up 6.9%, driven by demand for unique experiences and value.
Southern and Mediterranean Europe posted the largest overall gains, with Malta, Greece, Italy, Portugal, and Spain performing strongly.
Declines in Cyprus and Türkiye
Not all destinations experienced growth. Cyprus’ international arrivals declined by 17.9%, influenced partly
by the timing of Easter and concerns related to its proximity to the ongoing Middle East conflict. Türkiye saw a 2.1% drop in arrivals, reflecting weakened demand for both European and long-haul destinations. Both countries were among the few reporting declines in arrivals and tourism spending during this period.
Impact of Air Travel and Middle East Conflict
European air travel activity climbed 7.0% in Revenue Passenger Kilometers (RPK) for the first quarter of 2026, with an 8.0% increase recorded in March. However, growth slowed sharply to just 1.0% in April due to the Middle East conflict disrupting flights on mid- and long-haul routes between Europe and affected regions.
Changing Traveler Behavior and Spending
Price sensitivity among European travelers intensified amid rising costs and global uncertainties. According to a Q2 2026 survey, 48% of Europeans cited affordability and value as top travel opportunities, up from 32% in Q1. Leisure travel spending is forecast to account for 13.0% of consumer expenditure in key European source markets this year, exceeding the global average of 8.5%. Interest in nearby and off-peak destinations, particularly Southern and Mediterranean Europe from June to November 2026, increased to 61%, with September bookings notably rising as travelers aim to avoid peak season crowds and heat.
Google Trends indicate a rise in searches
for sustainable tourism in 2026 compared to 2025. Yet, only 41% of consumers reported they would alter travel behavior due to environmental concerns, indicating that sustainability interest has yet to fully translate into actions.
Border System Changes and Their Effects
The Entry/Exit System (EES), a biometric registration protocol for non-EU nationals, was implemented in early 2026. Its rollout has not significantly affected travel volumes, as evidenced by year-to-date arrival increases. The upcoming European Travel Information and Authorization System (ETIAS) will require visa-exempt non-EU travelers to pay a €20 fee and obtain pre-trip authorization, though its launch date remains unconfirmed. The added cost and procedural steps are
expected to influence traveler choices, especially as price consciousness grows.
EES biometric checks at first points of entry could cause longer queues, highlighting challenges in border processing efficiency. Despite these changes, leisure travel spending in major non-European source markets rose, indicating limited deterrence from these border measures so far.
European Travel Commission’s Assessment
Miguel Sanz, president of the European Travel Commission, stated that Q2 2026 demonstrated resilience in European tourism despite a complex global environment. He remarked, “European tourism has continued to show resilience in Q2 2026, despite a more uncertain global environment.” Sanz added that “Travel remains a priority for consumers, but the
way people travel is changing,” highlighting affordability, safety, proximity, and value as key factors shaping travel decisions.
