European tourism is set to scale up. A report published by Accor and based on data commissioned from Tourism Economics forecasts that demand for tourist accommodation will rise by 32% between 2026 and 2036, equating to more than 1.6 billion additional overnight stays per year.
International travel will be the main driver of this growth. The number of overnight stays by foreign visitors is expected to increase by 42% over the period, compared with 24% for domestic tourism.
By 2036, however, 77% of international arrivals in Europe should still originate from the continent.
International travel will be the main driver of this growth. The number of overnight stays by foreign visitors is expected to increase by 42% over the period, compared with 24% for domestic tourism.
By 2036, however, 77% of international arrivals in Europe should still originate from the continent.
Outbound markets are expected to evolve
Outbound markets are expected to evolve. Arrivals from the Middle East could rise by 93 % by 2036, and those from Asia-Pacific by 88 %. China (+138 %) and South Korea (+121 %) are among the countries with the strongest projected growth outside Europe.
Within the continent, emerging European markets should also gain ground. Arrivals from these countries would grow by 52 %, notably Georgia (+123 %), Moldova (+107 %) and Armenia (+76 %).
If Spain, France and the United Kingdom are expected to retain their appeal, Central and Eastern Europe, the Baltic States and parts of the Balkans could experience above-average growth. Better connectivity and the pursuit of good value for money are supporting their development, according to Accor in its press release.
International visitors’ spending is also expected to rise sharply, from 825 billion euros in 2026 to more than 1.3 trillion euros in 2036 (+64%). Business travel should increase by 50% in arrivals, compared with 39% for leisure travel.
For Accor, these evolutions open up opportunities, particularly for the economy hotel sector.
Within the continent, emerging European markets should also gain ground. Arrivals from these countries would grow by 52 %, notably Georgia (+123 %), Moldova (+107 %) and Armenia (+76 %).
If Spain, France and the United Kingdom are expected to retain their appeal, Central and Eastern Europe, the Baltic States and parts of the Balkans could experience above-average growth. Better connectivity and the pursuit of good value for money are supporting their development, according to Accor in its press release.
International visitors’ spending is also expected to rise sharply, from 825 billion euros in 2026 to more than 1.3 trillion euros in 2036 (+64%). Business travel should increase by 50% in arrivals, compared with 39% for leisure travel.
For Accor, these evolutions open up opportunities, particularly for the economy hotel sector.
