Picture this: Standing in Malta in early spring, caught off guard by crowds you didn’t expect until July. That’s Europe in 2025—tourists dodging extremes, chasing shoulder-season sunshine, and making trip choices that would puzzle your travel agent from five years ago. Sure, the headlines talk about stable numbers, but look closer and you’ll see unexpected spending, savvy destination swaps, and a tourist playbook being rewritten as quickly as you can say 'dynamic pricing.' Let’s peek behind the stats and spot what your average forecast misses.
Off-Season Beach Holiday Demand: Spring’s New Heatwave
The European tourism landscape is undergoing a remarkable transformation in 2025, with off-season beach holiday demand emerging as a defining trend. Traditionally, sun-and-beach getaways peaked in the summer months, but recent data reveals a strong shift toward spring travel. According to ForwardKeys, searches for spring sun and beach holidays soared by 36% year-on-year in Q2 2025, signaling a significant change in European tourism trends.
This surge is not just a statistical blip. It reflects evolving travel preferences post-COVID-19, as travelers increasingly seek value, comfort, and unique experiences. The late timing of Easter in 2025, combined with shifting school holiday schedules, played a part in redistributing travel demand. However, the underlying motivation goes deeper: many tourists are now deliberately planning their trips to avoid both the intense summer heat and the crowds that flock to Europe’s coastlines in July and August.
- Malta recorded a remarkable 19% increase in arrivals compared to the previous year.
- Cyprus followed closely with a 16% rise in tourist numbers.
- Larger Mediterranean destinations such as Spain and Portugal also benefited, with arrivals up 7% and 3% respectively.
These numbers highlight the growing Mediterranean destinations popularity during off-peak months. The appeal is clear: milder weather, fewer crowds, and often more attractive prices. Research shows that value-for-money destinations are especially attractive as travelers become more price-sensitive in the face of rising costs for flights and accommodation. Despite a 5% increase in international flight prices and a 7% rise in package holiday costs to Southern Europe in early 2025, travelers are still willing to spend more per trip. This is reflected in a projected 13% increase in overall travel expenditure for the year, even as the number of nights spent dipped slightly due to calendar shifts.
Miguel Sanz, President of the European Travel Commission, captured this sentiment well:
"Travelers are chasing value and experience—not just the calendar."
This shift is not just benefiting the usual hotspots. While Spain and Portugal continue to attract millions, smaller destinations like Malta and Cyprus are thriving thanks to improved air connectivity and their ability to offer year-round appeal. The trend also helps to spread tourism more evenly, reducing pressure on crowded summer destinations and supporting local economies in the shoulder seasons.
The springtime boom in sun-and-beach travel is part of a broader pattern in European tourism trends. As travelers adapt to new realities and seek out less crowded, more authentic experiences, destinations that can offer both value and comfort outside the traditional peak season are seeing the greatest gains. The popularity of off-peak Mediterranean escapes is a clear sign that the industry is responding to changing travel preferences post-COVID-19, with flexibility and innovation at the forefront.
European Travel Expenditure: The Highs and Lows of Spending
In 2025, European tourism is experiencing a remarkable shift in travel expenditure patterns. Despite ongoing economic challenges and geopolitical uncertainties, research shows that overall travel expenditure is expected to rise by approximately 13% compared to the previous year. This travel expenditure increase is especially notable given that the number of nights spent by tourists actually declined slightly by 0.7% in the second quarter, according to the European Travel Commission’s latest report. The data suggests that while travelers may be staying for shorter periods, they are willing to spend more per trip, prioritizing value and unique experiences over quantity.
This trend is further highlighted by the rising costs of travel-related services. In early 2025, international flights to Southern and Mediterranean Europe saw a 5% price increase, while package holiday prices climbed by 7%. Despite these higher costs, tourism price sensitivity remains a key factor. Travelers are still searching for value, but they are not shying away from spending more if it means a better experience. As ETC President Miguel Sanz put it,
‘Tourism revenue in early 2025 tells the story: people are willing to spend more for a trip that counts.’
The growth in travel expenditure is outpacing the growth in international tourist arrivals. In Q2 2025, arrivals increased by 3.3% year-on-year, while spending surged at a much faster rate. This travel expenditure growth benefits both traditional hotspots and emerging destinations. For example, Malta and Cyprus saw arrivals rise by 19% and 16% respectively, thanks to improved connectivity and a growing appeal outside the peak summer season. Spain and Portugal also recorded gains, with Spain’s arrivals up by 7% and Portugal’s by 3%.
Central and Eastern Europe are also seeing robust recovery. Countries like Latvia (+16%), Lithuania (+15%), and Hungary (+14%) have reported significant increases in international tourist arrivals, supported by better transport links and easing geopolitical concerns. These regions are attracting travelers who are sensitive to price but still eager to explore new destinations.
Long-haul travel is another area where spending trends are shifting. Tourists from the United States and China are driving much of the recent growth. In the Nordics, US travelers boosted overnight stays dramatically—Norway saw a 35% increase, and Denmark a 24% rise. Southern Europe also benefited, with Croatia, Montenegro, and Greece all reporting double-digit growth in US arrivals. Lower airfares on transatlantic routes and a strong US dollar have helped sustain this trend, even as tariffs and global uncertainties persist.
Similarly, Chinese travelers are returning to Europe in greater numbers, with smaller countries such as Estonia (+15%) and Romania (+20%) seeing the most significant gains. Improved air connectivity and rising incomes in China are fueling this resurgence, along with a preference for Europe over the US due to current geopolitical tensions.
Overall, the European tourism sector is adapting to these changes by focusing on value, sustainability, and inclusivity. As travelers become more selective and price-aware, destinations that offer unique experiences and competitive pricing are best positioned to benefit from the ongoing travel expenditure increase and evolving tourism trends.
Eastern, Central, and Long-Haul Arrivals: Surprises from the Sidelines
In 2025, the European tourism landscape is witnessing a remarkable transformation, especially in Central and Eastern Europe. While traditional hotspots like Spain and Italy continue to attract millions, it is the sharp tourism recovery in Central and Eastern Europe that stands out. According to recent data, Latvia recorded a 16% increase in arrivals, Lithuania 15%, and Hungary 14% in Q2 2025 compared to the previous year. This Central and Eastern Europe rebound is largely attributed to improved transport links, more direct flights, and a gradual easing of geopolitical tensions following the pandemic and regional conflicts.
Research shows that these regions are not just catching up—they are outpacing many Western European markets. The bounce back is especially pronounced in smaller destinations that have traditionally operated in the shadow of larger neighbors. Estonia, for example, saw a 15% rise in arrivals from China, while Romania experienced a 20% surge. These countries are leveraging enhanced air connectivity and competitive pricing to attract international travelers who are seeking both value and new experiences.
This shift is not limited to intra-European travel. Long-haul travel to Europe is playing a pivotal role in shaping tourism trends for 2025. The influx of US and China tourist arrivals is particularly notable. Despite ongoing global uncertainties, American visitors continue to flock to Europe. The Nordic countries, for instance, have seen significant growth: Norway reported a 35% increase in overnight stays by US tourists, and Denmark saw a 24% rise. Southern European destinations like Croatia (+18% US arrivals), Montenegro (+17%), and Greece (+16%) are also benefitting from this trend.
Several factors are driving this surge. For US travelers, lower airfares to destinations such as Spain, Italy, and the UK are making transatlantic trips more accessible, even as economic uncertainty persists. For Chinese travelers, Europe has become increasingly attractive due to improved flight options, rising incomes, and a desire to avoid the US amid ongoing geopolitical tensions and stricter visa requirements. Enhanced connectivity from Chinese cities to major European hubs like Paris and Madrid is further supporting this growth.
Smaller Central and Eastern European countries are seizing this moment to carve out new identities on the global tourism stage. By offering lower price bases and unique cultural experiences, they are drawing visitors who might otherwise have chosen more established destinations. This trend is helping to distribute tourism more evenly across the continent, reducing pressure on traditional hotspots and supporting sustainable growth.
Improved connectivity is rewriting Europe’s tourism map—in ways no one predicted.
– Miguel Sanz
Arrivals data reveal a dramatic resurgence beyond Western Europe, with new transport options and changing global dynamics ushering in a fresh chapter for less-heralded regions. As the European Travel Commission continues to promote sustainable and inclusive tourism, the evolving patterns of long-haul travel and the tourism recovery in Central and Eastern Europe are setting the stage for a more diverse and resilient sector.
Wild Card: Rethinking Sustainability—What If Success Isn’t More Tourists?
For decades, the European tourism sector measured success by the sheer number of arrivals. More visitors meant more revenue, more jobs, and—so it seemed—more prosperity. But as 2025 unfolds, this old equation is being questioned. The European Travel Commission (ETC) is at the forefront, urging destinations to look beyond simple headcounts and embrace sustainable tourism models that prioritize resilience, value-for-money destinations, and the wellbeing of both travelers and local communities.
Recent data from the ETC’s “European Tourism: Trends & Prospects” report highlights a sector that is both resilient and evolving. International arrivals in Europe rose by 3.3% in the second quarter of 2025 compared to the previous year, even as nights spent dipped slightly due to calendar shifts. What stands out, however, is not just the steady flow of tourists, but the changing nature of travel itself. Travelers are spending more per trip—travel expenditure is projected to rise by 13% in 2025—while seeking greater value and more authentic experiences. This willingness to invest in quality over quantity is shaping a new narrative for the industry.
The ETC, under the leadership of President Miguel Sanz, is pushing for innovation and responsible growth. Sanz’s message is clear: “Resilience means benefitting travellers and residents—not just counting heads.” This call to action comes at a time when climate concerns, economic pressures, and geopolitical uncertainties are testing the limits of traditional profit-driven models. The industry is being challenged to balance profitability with planetary health, often facing contradictory outcomes.
One of the most significant shifts in 2025 is the move toward measuring success differently. Instead of focusing solely on arrivals, destinations are beginning to ask tougher questions: Should visitor satisfaction, local community impact, or environmental sustainability be the real benchmarks? Research shows that sustainable tourism models and evolving travel preferences post-COVID-19 are now central themes in European tourism. Destinations like Montenegro and Malta are leading by example, experimenting with strategic partnerships and promoting lesser-known attractions to distribute tourism benefits more evenly and reduce pressure on crowded hotspots.
This approach is not just theoretical. In practice, off-season demand is rising, with countries such as Malta and Cyprus experiencing double-digit growth in arrivals. Central and Eastern Europe are also seeing robust rebounds, aided by improved connectivity and a renewed focus on value-for-money destinations. These trends suggest that travelers are increasingly seeking alternatives to the usual summer rush, motivated by both price sensitivity and a desire for more meaningful experiences.
Ultimately, the future of European tourism may depend less on how many people visit and more on how those visits are managed. The ETC’s commitment to sustainable development, strategic innovation, and inclusive growth is setting the tone for the sector’s next chapter. As industry leaders experiment with what genuine sustainability and balanced growth look like, the real measure of success will be the lasting benefits for both travelers and the communities they visit. The challenge—and the opportunity—lies in redefining what it means to thrive in a changing world.
TL;DR: European tourism in 2025 is holding strong, but beneath the calm, shifts in off-season travel, rising expenditures, and changing international arrivals are redrawing the map for industry insiders and culturally curious explorers alike.
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