Despite a complex economic and geopolitical backdrop, the desire to travel remains steadfast in Europe.
On Thursday, July 9, 2026, the European Travel Commission (ETC) published its indicators for the second quarter of 2026. The assessment reveals solid growth: across the continent, international tourist arrivals show a rise of 5.0 % compared with the same period in 2025, while hotel overnight stays increase by 4.8 %.
This performance nevertheless occurs in a climate of waning consumer confidence and increased pressure on purchasing power.
If growth remains overall positive, holidaymakers’ behaviors are shifting toward more selective choices. Budget considerations, safety, geographic proximity and flexibility are now the decisive factors in choosing stays.
On Thursday, July 9, 2026, the European Travel Commission (ETC) published its indicators for the second quarter of 2026. The assessment reveals solid growth: across the continent, international tourist arrivals show a rise of 5.0 % compared with the same period in 2025, while hotel overnight stays increase by 4.8 %.
This performance nevertheless occurs in a climate of waning consumer confidence and increased pressure on purchasing power.
If growth remains overall positive, holidaymakers’ behaviors are shifting toward more selective choices. Budget considerations, safety, geographic proximity and flexibility are now the decisive factors in choosing stays.
Strong Uptick in Northern Europe and Mediterranean Disparities
The regional results illustrate a healthy overall momentum, even if about one in five destinations manages to reach double-digit growth.
Northern Europe outperforms the rest of the continent, with arrivals up by 10.0 % and overnight stays up by 8.4 %. Meanwhile, Central and Eastern Europe, buoyed by the appeal of new experiences and competitive prices, records a 5.2 % rise in arrivals and a 6.9 % increase in nights spent.
The Mediterranean basin remains a major driver in absolute volume, although the situation there is more uneven. If Greece, with a 38.3 % rise in arrivals, and Italy, up 21.1 %, show excellent performances, Turkey and Cyprus experience a clear slowdown, recording declines of 2.1 % and 17.9 % respectively due to their perceived geographic proximity to the Middle East conflict.
This instability has also been felt in European air traffic: after a very strong first quarter with 7.0 % growth, the pace fell sharply to 1.0 % in April due to changes in air corridors.
Northern Europe outperforms the rest of the continent, with arrivals up by 10.0 % and overnight stays up by 8.4 %. Meanwhile, Central and Eastern Europe, buoyed by the appeal of new experiences and competitive prices, records a 5.2 % rise in arrivals and a 6.9 % increase in nights spent.
The Mediterranean basin remains a major driver in absolute volume, although the situation there is more uneven. If Greece, with a 38.3 % rise in arrivals, and Italy, up 21.1 %, show excellent performances, Turkey and Cyprus experience a clear slowdown, recording declines of 2.1 % and 17.9 % respectively due to their perceived geographic proximity to the Middle East conflict.
This instability has also been felt in European air traffic: after a very strong first quarter with 7.0 % growth, the pace fell sharply to 1.0 % in April due to changes in air corridors.
A Summer Budget Safeguarded but More Closely Monitored
Spending data indicate an average expenditure per visitor often higher than last year. In Greece, for example, tourism receipts jumped by 64.3 %, far outpacing the rise in physical flows. In Italy, the trend reverses with expenditures rising more modestly (+4.3 %) despite a substantial increase in traveler volumes.
For summer 2026, leisure travel remains a top priority: Europeans plan to devote 13.0 % of their total consumption budget to it, a figure well above the global average set at 8.5 %. Non-European sending markets follow the same trend, increasing from 7.5 % in 2025 to 7.7 % this year.
Nevertheless, price sensitivity accelerates as major departures approach. Nearly 48 % of professionals surveyed in the Travel Industry Monitor say financial accessibility has become the key issue of the quarter, up from 32 % at the start of the year. The southern European destinations benefit from this, capturing 61 % of stay intentions between June and November.
Finally, there is a marked shift toward the off-season. September bookings are rising strongly across Europe, as travelers increasingly seek to avoid extreme heat waves and overtourism.
At the same time, while interest in sustainable tourism grows in online searches, only 41 % of consumers say they are ready to concretely modify their transport or stay habits for environmental reasons.
For summer 2026, leisure travel remains a top priority: Europeans plan to devote 13.0 % of their total consumption budget to it, a figure well above the global average set at 8.5 %. Non-European sending markets follow the same trend, increasing from 7.5 % in 2025 to 7.7 % this year.
Nevertheless, price sensitivity accelerates as major departures approach. Nearly 48 % of professionals surveyed in the Travel Industry Monitor say financial accessibility has become the key issue of the quarter, up from 32 % at the start of the year. The southern European destinations benefit from this, capturing 61 % of stay intentions between June and November.
Finally, there is a marked shift toward the off-season. September bookings are rising strongly across Europe, as travelers increasingly seek to avoid extreme heat waves and overtourism.
At the same time, while interest in sustainable tourism grows in online searches, only 41 % of consumers say they are ready to concretely modify their transport or stay habits for environmental reasons.
Published by Amelia Brille 
