Europe’s Tourism Engine Roars Back to Life
Tourists are back in Europe—and in bigger numbers than ever before. Early 2025 saw international arrivals to the continent rise almost 5% compared to last year, putting travel volumes 3% above what we saw back in 2019, before the world hit pause. That’s 125 million visitors arriving in just the first quarter alone, brushing off challenges like inflation, global tensions, and trade scuffles as just bumps in the road.
Spain stood out as the powerhouse, welcoming over 10 million travelers in only two months. Lines in Barcelona’s old town? Longer than ever, even in February. But it isn’t just the usual favorites that are benefiting. Smaller destinations are making headlines for punching above their weight. Malta jumped by a whopping 12.6%, Cyprus saw a 15.4% increase, and Slovakia notched up a 14.3% rise in arrivals. Norway turned heads with a 13.2% growth, proving Nordic winters can be just as magnetic as summer beaches.
Eastern and Central Europe are the quiet winners here. Latvia deserves a standing ovation, with tourist arrivals bouncing back nearly 28%, a clear signal that travelers are discovering value and untapped experiences away from the classic Western blockbusters. Romania’s affordability drew visitors southwards, as tighter wallets search for more budget-friendly adventures—offering everything from medieval castles to snowy mountain trails at a fraction of Western European prices.
How Travelers and Destinations Are Adapting
The game has changed for both travelers and destinations. People aren’t just sticking to the peak summer months. Off-season trips are booming, especially in the Southern Mediterranean, where mild winters and smaller crowds are a big draw. Ski slopes in the Alps and the Carpathians reported strong numbers, while coastal cities in Italy and Croatia didn’t empty out once school started back up in January.
Tourists are watching their budgets—accommodation choices are smarter, meal plans are more flexible, and destinations that offer great experiences without a luxury price tag are reaping the benefits. Unsurprisingly, countries emphasizing value-for-money are seeing the fastest rebounds. That’s why Latvia, Slovakia, and Romania are now go-to choices for adventurous backpackers and families alike.
Despite threats of higher tariffs from the U.S., over 80% of European destinations still posted growth in arrivals from across the Atlantic. American tourists seem undeterred by politics or price hikes, drawn by Europe’s historic cities, cuisine, and reachable flights. Even with the global cost of living on everyone’s minds, people are less willing to give up on travel—just pickier about where and how they spend each euro or dollar.
Zurab Pololikashvili from the UN World Tourism Organization summed it up well: tourism is far more than leisure. It’s about local jobs, keeping small businesses afloat, and injecting energy into economies that really need it now. By leaning into the flexibility of year-round travel and focusing on affordability, the sector isn’t just surviving—it’s thriving. The numbers out of places like Spain, Malta, Slovakia, and beyond are proof enough.
