Greece and Italy lead Europe’s tourism rebound in early 2026

Greece and Italy recorded the strongest tourism growth in Europe in the first half of 2026, according to the latest report from the European Travel Commission.

Greece topped all reporting destinations, with international arrivals rising 38 per cent and tourism spending surging 64.3 per cent. The sharp increase in spending indicates visitors are spending significantly more per trip. Italy followed with a 21 per cent rise in arrivals, though spending grew more modestly at 4.3 per cent. Malta ranked third, posting a 16 per cent increase in arrivals.

The gains come despite weaker consumer confidence, higher costs and disruption caused by the Middle East conflict.

The European Travel Commission’s European Tourism: Trends & Prospects report shows international arrivals to Europe rose 5.0 per cent year-on-year in the second quarter, while overnight stays increased 4.8 per cent. Nearly 80 per cent of reporting destinations recorded growth, with about one in five posting double-digit increases.

Northern Europe led all subregions, with arrivals up 10.0 per cent and overnight stays up 8.4 per cent. Central and Eastern Europe also performed strongly, recording a 5.2 per cent rise in arrivals. Southern and Mediterranean Europe delivered the largest volume gains, driven by Malta, Greece, Italy, Portugal and Spain.

Not all destinations shared the recovery. Cyprus suffered the steepest decline, with arrivals falling 17.9 per cent, partly due to the timing of Easter and concerns about its proximity to the Middle East conflict. Türkiye recorded a 2.1 per cent drop in arrivals.

Air travel reflected the disruption. European Revenue Passenger Kilometers rose 7.0 per cent in the first quarter before slowing to just 1.0 per cent growth in April as long-haul routes were affected.

Affordability is playing a growing role in travel decisions. In the latest Travel Industry Monitor survey, 48 per cent of Europeans cited affordability and value as a top opportunity for European tourism in the second quarter, up from 32 per cent in the first quarter.

Leisure travel remains a priority, expected to account for 13.0 per cent of consumer spending in key European source markets in 2026 — well above the global average of 8.5 per cent. Interest in nearby and off-peak travel is also rising, with preference for Southern and Mediterranean Europe between June and November reaching 61 per cent.

Google Trends data shows more searches for “sustainable tourism” in 2026 than in 2025. However, only 41 per cent of consumers said they would change how they travel because of environmental concerns.

Miguel Sanz, president of the European Travel Commission, said the quarter demonstrated the sector’s resilience.

“European tourism has continued to show resilience in Q2 2026, despite a more uncertain global environment,” he said. “Travel remains a priority for consumers, but the way people travel is changing.”

He added that affordability, safety, proximity and value are shaping decisions, and that destinations must stay competitive while spreading visitor flows across regions and seasons.

The strong results coincided with the rollout of Europe’s Entry/Exit System (EES), the biometric registration process for non-EU nationals. Year-to-date figures suggest the system has not significantly affected travel so far.

The upcoming European Travel Information and Authorization System (ETIAS), which will require visa-exempt non-EU travellers to pay a €20 fee and obtain pre-trip authorisation, still has no confirmed launch date. With travellers becoming more price-sensitive, the added cost and paperwork could influence future demand.

European tourism maintained steady growth in early 2026, led by Greece and Italy. The outlook for the rest of the year points to a more selective traveller, carefully weighing cost, safety and timing before booking.

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