ETC: European tourism shows resilience in 2026
An increase of 5.6% in international tourist arrivals and 5.5% in overnights was recorded compared to the same period last year
The European tourism sector recorded a successful entry into 2026, achieving a 5.6% increase in international arrivals and a 5.5% increase in overnights compared to the same period last year. According to the latest report by the European Travel Commission titled „European Tourism: Trends & Prospects“, travel demand remained exceptionally robust even during the off-season, as confirmed by stable data collected for January and February. This positive trend is unfolding against the backdrop of the ongoing conflict in the Middle East, which places pressure on global air traffic through changes in air corridors, rising costs, and potential fuel shortages warned of by IATA. Nevertheless, the direct impact on Europe has been limited so far, thanks to its reputation as a safe destination.
Growth at the very beginning of the year was primarily driven by destinations in Northern Europe, which recorded a 13% jump in arrivals, as well as traditional ski resorts like Italy, Austria, and France, which profited from excellent snow conditions and momentum ahead of the Winter Olympics. At the same time, southern and Mediterranean destinations attracted the largest total number of travelers seeking milder winter temperatures. In this segment, Greece achieved an exceptional jump in arrivals of as much as 33%, while the stable growth and appeal of winter sun were confirmed by Cyprus with a 9% growth, Croatia with a very good 8%, and Spain with 2%.
The key to the long-term resilience of European tourism in times of crisis lies in strong intra-regional demand, given that as many as 80% of all travelers in Europe come from their own continent. ETC President Miguel Sanz pointed out that the European market successfully compensates for external shocks because, in periods of geopolitical uncertainty, travelers naturally gravitate toward closer and proven destinations; however, he notes that maintaining competitiveness in the months ahead will require a continuous focus on airline stability and a good price-to-quality ratio.
Source and photo: ETC
