Published on
August 18, 2025
By: Rana Pratap
Greece is now sharing headlines with France, Spain, Denmark, Finland, Greece, Italy, Lithuania, Malta, Latvia, and Portugal as Europe’s record-breaking tourism powerhouse, buoyed by soaring visitor counts, increased average spending, and enhanced air routes. Collectively, these ten nations hosted tens of millions of arrivals in 2024, propelling forward into 2025 with varying growth—from Spain’s record of 94 million guests to Lithuania’s remarkable 21 percent jump in arrivals during the first quarter. This buoyancy showcases Europe’s timeless cultural allure and varied urban offerings, while underscoring the effectiveness of targeted promotional strategies and evolving traveller preferences that embrace both evergreen favourites and up-and-coming gems across the continent.
Europe is seeing a remarkable rebound in travel, with 125 million international tourists arriving between January and March 2025, surpassing pre-pandemic levels and extending the recovery of the past two years. A UN Tourism Barometer report highlights ten countries as the biggest drivers of this growth: Spain, France, Denmark, Finland, Greece, Italy, Lithuania, Malta, Latvia, and Portugal. Each has not only regained lost ground but is actively shaping Europe’s new travel map with record-breaking performances.
Spain: Culture, Coasts, and a Tourism Powerhouse
Tourism in Spain has entered 2025 with strong momentum. The country recorded a 6 percent rise in international arrivals in the first quarter of the year, coupled with a 9 percent increase in visitor spending. This follows a stellar 2024, when Spain became the world’s second-most visited destination. The sector is benefiting from well-developed infrastructure, strategic marketing campaigns, and its unmatched mix of cultural heritage and coastline experiences. Spain’s resilience is evident even in the face of high global travel costs, as travelers continue to prioritize the country’s diverse offerings.
Spain attracted 94 million visitors in 2024, cementing its position just behind France in global tourism rankings. The 2025 performance builds directly on this base, proving that demand for Spanish destinations has not peaked but continues to rise.
For travelers, Barcelona remains a magnet with Gaudí’s Sagrada Família, lively beaches, and a nightlife scene that rarely sleeps. Madrid offers the grandeur of the Prado and Reina Sofía museums, the Royal Palace, and bustling plazas like Puerta del Sol. In Seville, Moorish palaces, flamenco performances, and orange-lined streets create one of Europe’s most atmospheric cities, especially in spring during Feria de Abril.
Spain: Culture, coast, and late nightsBarcelonaThings to do: stroll Las Ramblas, tapas crawl in El Born, sunset on a rooftop.Places to visit: Sagrada Familia, Park Güell, Barceloneta Beach.MadridThings to do: art hop the Golden Triangle, watch a flamenco show, café time in Malasaña.Places to visit: Prado Museum, Royal Palace, Retiro Park.SevilleThings to do: evening flamenco, tapas in Triana, river walk by Torre del Oro.Places to visit: Real Alcázar, Seville Cathedral and Giralda, Plaza de España.France: The World’s Most Visited Country Keeps Growing
France continues to dominate the global tourism landscape in 2025. The country posted a 6 percent increase in tourism income in the first quarter, with Paris remaining a global centerpiece while regional cities and coastal resorts increasingly share the spotlight. The sector is benefiting from major international events, heritage preservation projects, and a return of long-haul visitors from Asia and the Americas. France’s ability to blend timeless culture with modern experiences keeps it at the forefront of global travel.
In 2024, France hosted 101 million international tourists, the highest figure in the world. With growth continuing into 2025, it not only holds its crown but expands the lead, setting the pace for global travel recovery.
Paris continues to define world tourism with its Eiffel Tower, the Louvre, and a café culture woven into every arrondissement. Nice and the French Riviera draw millions with Mediterranean sunshine, coastal promenades, and glamorous festivals. Lyon, known as the culinary capital of France, charms visitors with Renaissance architecture and a historic old town framed by two rivers. Together, these cities illustrate why France remains unmatched in both scale and variety.
France: Icons and Riviera easeParisThings to do: Seine cruise, pastry tasting, sunset at Montmartre.Places to visit: Eiffel Tower, Louvre, Notre Dame area and Île de la Cité.NiceThings to do: swim or cycle the seafront, market tasting at Cours Saleya, day trip to Èze.Places to visit: Promenade des Anglais, Old Town, Colline du Château.LyonThings to do: bouchon lunch, explore traboules, riverside walk at night.Places to visit: Vieux Lyon, Fourvière Basilica, Les Halles de Lyon Paul Bocuse.Denmark: Scandinavia’s Rising Star for Travelers
Denmark’s tourism industry is a standout performer in Northern Europe. In the first months of 2025, the country achieved an 11 percent rise in tourism income, driven by new international routes, sustainability initiatives, and a growing appetite for authentic cultural experiences. Unlike many larger markets, Denmark positions itself as a boutique destination, balancing its compact size with an outsized cultural influence.
In 2024, Denmark welcomed 6.3 million international visitors, a strong result given its population of under 6 million. The 2025 growth is significant, pointing to an expanding reputation beyond Scandinavia and across long-haul markets.
Copenhagen remains the heart of Danish tourism, famous for its colorful Nyhavn harbor, Tivoli Gardens, and innovative food scene led by New Nordic cuisine. Aarhus, Denmark’s second city, has developed into a cultural hub, offering cutting-edge art museums alongside Viking heritage sites. Odense, birthplace of Hans Christian Andersen, provides a charming mix of history, cobbled streets, and literary heritage, offering visitors a slower pace and deep cultural roots.
Denmark: Nordic design and cozy streetsCopenhagenThings to do: canal tour, bike the city, food hall graze at Torvehallerne.Places to visit: Tivoli Gardens, Nyhavn, Christiansborg Palace.AarhusThings to do: street art hunt, sea boardwalk walk, modern art visit.Places to visit: ARoS Aarhus Art Museum, Den Gamle By, Marselisborg Palace grounds.OdenseThings to do: Andersen story trail, café break in old lanes, river park stroll.Places to visit: Hans Christian Andersen Museum, Odense Zoo, Munke Mose Park.Finland: Northern Lights and Nature Drive Record Growth
Tourism in Finland is thriving in 2025, fueled by a growing global appetite for nature-driven and sustainable experiences. The country saw a 15 percent increase in tourist arrivals in the first quarter, making it one of the fastest-growing destinations in Europe. Finland has successfully branded itself as a land of contrasts, offering both vibrant city life and Arctic wilderness adventures, drawing visitors year-round.
In 2024, Finland hosted 4.9 million international visitors, a figure that is now accelerating sharply in 2025. The growth reflects renewed long-haul demand and greater interest from neighboring European travelers seeking unique, less crowded experiences.
Helsinki welcomes tourists with its blend of neoclassical and modernist architecture, island-hopping ferries, and a thriving design scene. Rovaniemi, known as the “official” hometown of Santa Claus, offers an Arctic gateway for Northern Lights viewing and reindeer safaris. Tampere, surrounded by lakes and forests, charms visitors with traditional Finnish saunas, industrial heritage sites, and cultural festivals.
Finland: Nature, saunas, and Arctic lightHelsinkiThings to do: ferry to islands, sauna session, design district shopping.Places to visit: Suomenlinna Fortress, Helsinki Cathedral, Temppeliaukio Church.RovaniemiThings to do: chase the Northern Lights, husky sledding, meet Santa.Places to visit: Santa Claus Village, Arktikum Museum, Ounasvaara hill.TampereThings to do: lakeside sauna, market hall tasting, tower climb.Places to visit: Pyynikki Observation Tower, Vapriikki Museum Centre, Tampere Market Hall.Greece: Ancient Wonders and Island Escapes Keep Demand High
Tourism in Greece is off to a solid start in 2025, with early figures showing a 4 percent rise in tourism income. The country remains one of Europe’s most reliable performers, attracting visitors not only in the summer but increasingly in spring and autumn as travelers seek milder weather and fewer crowds. Greece’s appeal is built on a blend of ancient heritage, idyllic islands, and a hospitality culture that has made it a favorite for decades.
In 2024, Greece welcomed 35.9 million international visitors, placing it firmly among Europe’s top five destinations. With steady growth now continuing into 2025, the country demonstrates that its global appeal is not only enduring but expanding.
Athens offers the unmatched experience of walking among the ruins of the Acropolis while enjoying a lively contemporary food scene. Thessaloniki combines Byzantine churches, bustling markets, and a youthful energy thanks to its student population. Santorini, with its whitewashed houses and views over the volcanic caldera, remains one of the world’s most photographed destinations and a dream escape for honeymooners.
Greece: Ancient stories and island viewsAthensThings to do: sunset at a rooftop bar, food tour in Psyrri, walk the Anafiotika steps.Places to visit: Acropolis and Parthenon, Acropolis Museum, Ancient Agora.ThessalonikiThings to do: seafront promenade, bougatsa tasting, nightlife in Ladadika.Places to visit: White Tower, Rotunda, Ano Poli.SantoriniThings to do: caldera hike Fira to Oia, winery visits, sailing trip.Places to visit: Oia, Akrotiri ruins, Red Beach.Italy: Timeless Cities Power Steady Tourism Gains
Tourism in Italy remains as strong as ever in 2025. The country reported a 4 percent increase in visitor spending early in the year, proof of its enduring power to attract travelers from every continent. Italy continues to balance its role as a global cultural capital with efforts to promote less-visited regions, helping distribute visitors more evenly across the country.
In 2024, Italy counted 68.5 million visitors, including 65 million international arrivals, placing it third worldwide behind France and Spain. The consistency of its tourism numbers makes it a cornerstone of Europe’s travel economy.
Rome is the eternal draw, where the Colosseum, the Vatican, and piazzas showcase layers of history spanning millennia. Florence offers Renaissance masterpieces, Tuscan cuisine, and an intimate cityscape that has enchanted travelers for centuries. Venice, with its canals and gondolas, provides a one-of-a-kind setting that remains irresistible despite the challenges of overtourism.
Italy: Art, food, and timeless squaresRomeThings to do: gelato crawl, evening passeggiata, Vatican tour.Places to visit: Colosseum, St. Peter’s Basilica, Trevi Fountain.FlorenceThings to do: climb the Duomo, leather market shopping, sunset at Piazzale Michelangelo.Places to visit: Uffizi Gallery, Duomo Complex, Ponte Vecchio.VeniceThings to do: gondola or traghetto ride, mask and glass shopping, dawn photo walk.Places to visit: St Mark’s Basilica, Doge’s Palace, Rialto Bridge.Lithuania: The Baltic’s Fastest-Growing Destination
Lithuania is one of Europe’s most exciting tourism stories of 2025. The country posted a 21 percent increase in arrivals in the first quarter, the highest growth rate in Europe. This surge reflects successful marketing campaigns, better air connections, and rising global interest in Baltic destinations that offer both charm and affordability.
In 2024, Lithuania received 1.4 million foreign tourists between January and November, and about 5 million total visitors when including broader categories. The 2025 performance represents a dramatic acceleration, signaling the country’s arrival as a fast-growing player on the European tourism map.
Vilnius, with its baroque old town and vibrant café culture, is the centerpiece of Lithuania’s tourism revival. Kaunas, known for its interwar architecture and modern street art, is building a reputation as a cultural capital. Klaipėda, a coastal city, offers access to the Curonian Spit, a UNESCO-listed natural wonder of shifting dunes and pristine beaches.
Lithuania: Baroque lanes and Baltic dunesVilniusThings to do: old town cafés, street art in Užupis, hilltop sunset.Places to visit: Cathedral Square, Gediminas Tower, St. Anne’s Church.KaunasThings to do: modernist walk, riverfront biking, museum hop.Places to visit: Ninth Fort, Laisvės Alėja, Kaunas Castle.KlaipedaThings to do: ferry to the spit, beach day, harbor stroll.Places to visit: Curonian Spit, Smiltynė Beach, Old Town Theatre Square.Malta: Small Island, Big Tourism Boom
Malta’s tourism sector has been booming in 2025, with a 19 percent rise in international arrivals in the first months of the year. Its success comes from positioning itself as a year-round destination, with mild winters, historical attractions, and seaside escapes that appeal across seasons.
In 2024, Malta attracted 3.56 million visitors, a remarkable number for a small island nation. The strong 2025 growth underscores Malta’s growing reputation as both a cultural and leisure hotspot in the Mediterranean.
Valletta, the fortified capital, dazzles with Baroque architecture, harbors, and museums. Mdina, known as the Silent City, transports visitors back to medieval times with its narrow streets and quiet atmosphere. St. Julian’s, with its seaside promenades and vibrant nightlife, balances the historic side of Malta with modern entertainment.
Malta: Stone temples and clear seasVallettaThings to do: harbor cruise, watch the Saluting Battery, museum trail.Places to visit: St John’s Co Cathedral, Upper Barrakka Gardens, Grand Harbour.MdinaThings to do: night walk in the Silent City, cake stop at a terrace café, bastion views.Places to visit: Mdina Dungeons, Mdina Cathedral, city walls.St Julian’sThings to do: seaside promenade, dining by Spinola Bay, nightlife.Places to visit: Spinola Bay, Balluta Bay, Portomaso Marina.Latvia: Affordable Charm and Baltic Culture on the Rise
Latvia has emerged as one of Europe’s fastest-growing destinations in 2025, with international arrivals rising 16 percent early in the year. The country’s combination of affordability, unique heritage, and emerging cultural scene is attracting travelers seeking alternatives to crowded Western destinations.
In 2024, Latvia recorded 2.7 million total arrivals at accommodations, including 333,549 foreign visitors in the last quarter of the year. The sharp increase in 2025 shows Latvia’s potential to move beyond niche status and capture a broader share of European tourism.
Riga, the capital, is celebrated for its Art Nouveau architecture, central markets, and vibrant nightlife. Jūrmala, a resort town along the Baltic coast, draws visitors to its sandy beaches and wooden villas. Daugavpils, Latvia’s second city, offers a historic fortress and a cultural mix shaped by Latvian, Russian, and Polish influences.
Latvia: Art Nouveau and Baltic sandsRigaThings to do: central market tasting, canal boat ride, Art Nouveau trail.Places to visit: House of the Blackheads, Riga Cathedral, Alberta Street.JurmalaThings to do: beach day, spa visit, forest boardwalk.Places to visit: Dzintari Forest Park, Majori Beach, Jomas Street.DaugavpilsThings to do: fortress cycle loop, local art stops, riverside walk.Places to visit: Daugavpils Fortress, Mark Rothko Art Centre, Church Hill.Portugal: Wine, Waves, and Year-Round Appeal
Portugal continues to post steady growth in 2025, with tourism revenue rising 4 percent in the opening months of the year. The country’s combination of coastal escapes, cultural richness, and gastronomic traditions ensures its place among Europe’s most desirable destinations. Portugal has also benefited from strong demand in shoulder seasons, with travelers increasingly visiting outside the summer months.
In 2024, Portugal welcomed 30 million visitors, including 29 million international arrivals. Its ability to consistently attract such large numbers reflects its growing influence on Europe’s tourism scene.
Lisbon, built on seven hills, charms visitors with its yellow trams, fado music, and views over the Tagus River. Porto, famed for its port wine and riverside Ribeira district, is a cultural gem in northern Portugal. Faro, the gateway to the Algarve, offers historic streets, sunny beaches, and access to one of Europe’s most popular coastal regions.
Portugal: Hills, tiles, and Atlantic lightLisbonThings to do: tram 28 ride, fado night, pastel de nata tasting.Places to visit: Belém Tower, Jerónimos Monastery, Alfama.PortoThings to do: port wine lodges tour, Douro river cruise, tile photo walk.Places to visit: Ribeira, Livraria Lello, Dom Luís I Bridge.FaroThings to do: island beach hop, old town stroll, birdwatching in the lagoon.Places to visit: Faro Old Town, Ria Formosa, Igreja do Carmo.
Greece has joined France, Spain, Denmark, Finland, Greece, Italy, Lithuania, Malta, Latvia, and Portugal at the front of Europe’s tourism boom, driven by record 2024 arrivals, early 2025 growth, and the pull of cultural landmarks, coastal escapes, and improved air connections.
In 2025, Spain has joined France, Denmark, Finland, Greece, Italy, Lithuania, Malta, Latvia, and Portugal at the forefront of Europe’s record-breaking tourism boom. Together, these ten countries have not only surpassed 2024’s strong numbers but are shaping a new travel landscape where diverse destinations — from the sun-drenched coasts of the Mediterranean to the rising appeal of the Baltic states — lead the way. Their success proves that Europe’s tourism sector is not just recovering but thriving, setting new global standards for visitor arrivals, cultural experiences, and economic impact.
