European tourism grew by 4.9% in early 2025, showing strong resilience despite global uncertainty and high travel costs. Countries like Norway, Slovakia, Malta, and Cyprus led the winter rebound as travelers sought value and off-peak destinations.
Central and Eastern Europe also surged, with Latvia, Hungary, and Poland posting double-digit growth, while Romania and Bulgaria benefited from joining the Schengen Area in January.
Shorter trips and higher spending define current trends—overnight stays rose 2.2%, while tourism revenue is expected to jump 14% in 2025.
Yet storm clouds remain. US tariffs, inflation, and the rollout of ETIAS may slow future demand, especially from transatlantic markets. Still, Europe’s tourism sector shows strong adaptability, driven by authentic experiences and emerging travel hubs.
