Published on
September 26, 2025
By: Paramita Sarkar
In the first half of 2025, tourism across the European Union (EU) saw a marked increase, with 1.279 billion overnight stays recorded in tourist accommodations, marking more than two per cent (2.3%) rise compared to the same period in 2024. This surge in tourism is a clear indicator of the growing interest in European destinations, with some countries outperforming others in terms of visitor numbers and growth.
Who is Driving the Growth in EU Tourism?
Countries like Malta, Latvia, and Poland have seen the most significant increases in tourism, each registering impressive growth rates in the number of overnight stays in their accommodations. In contrast, Ireland experienced a decline in tourism, and Germany, Sweden, and Belgium reported only modest increases.
The report from Eurostat, released by the European Commission, reveals that foreign visitors have played a major role in this increase. With foreign visitors accounting for 48.0% of all overnight stays in the first half of 2025, it’s clear that international tourism is a driving force behind the EU’s overall growth.
What Are the Key Numbers and Trends in EU Tourism?
The first half of 2025 saw 1.279 billion overnight stays in EU tourist accommodations, a 2.3% increase compared to 1.249 billion in 2024. Among EU countries, Malta (12.7%), Latvia (8.6%), and Poland (8.5%) saw the highest increases in overnight stays. In contrast, Ireland recorded a decline of -3.5%, with Germany (+0.2%), Sweden (+0.5%), and Belgium (+0.9%) showing the smallest increases in overnight stays.
Interestingly, the rise in nights spent by foreign visitors (+3.1%) slightly outpaced the growth in domestic nights (+1.7%), reflecting the strong role that international tourism is playing in the EU’s tourism economy.
Where Are Tourists Staying in the EU?
Malta, Latvia, and Poland have seen the largest growth in tourism. Malta stands out with an impressive 93.6% share of foreign overnight stays, making it the top destination for international travelers in the EU. Cyprus and Croatia follow closely with 93.1% and 87.6% foreign visitor shares, respectively.
However, Germany, Poland, and Romania have seen much lower foreign visitor numbers, with foreign tourists accounting for less than one-fifth of overnight stays in these countries.
When Did the Growth Occur?
This surge in tourism occurred during the first half of 2025, with the most significant growth observed in the early months of the year. Eurostat’s report highlights how foreign visits to European destinations have increased, with Malta leading the charge in attracting international tourists. Meanwhile, countries like Ireland saw a decline in foreign overnight stays, which has raised concerns about the country’s tourism strategy.
Why Are Malta, Latvia, and Poland Leading the Growth?
Several factors contribute to the growth seen in Malta, Latvia, and Poland. These countries have invested heavily in tourism infrastructure, promotion, and international marketing campaigns. For Malta, a strong emphasis on its cultural heritage, Mediterranean beaches, and vibrant tourism offerings has attracted a large influx of visitors.
Latvia has gained popularity for its unique blend of natural beauty, historic architecture, and vibrant cultural festivals, making it a hotspot for international tourists. Poland, with its rich history, affordable travel options, and growing cultural tourism scene, has also become a prime destination for visitors.
The rise in foreign visitor nights in these countries suggests that they have been successful in attracting international tourists, particularly those from outside the EU, who are increasingly seeking out new and diverse destinations within Europe.
How Has Foreign Tourism Impacted EU Countries?
The rise in foreign tourism has had a positive impact on the economies of several EU countries. In Malta, Latvia, and Poland, the increase in overnight stays has directly contributed to higher tourism revenues, supporting jobs in the hospitality, travel, and service industries.
For example, Malta’s tourism revenue is expected to grow significantly with its rise in foreign visitors, contributing greatly to the country’s economy. Similarly, Latvia and Poland are seeing substantial benefits from the increased influx of tourists, with new businesses and services catering to their needs.
Conversely, Ireland has seen a decrease in foreign visitor nights, which may be attributed to various factors, including increased competition from other European destinations and a decline in interest from key markets.
2025 – A strong period for EU tourism
The first half of 2025 has been a strong period for EU tourism, with a 2.3% increase in overnight stays across the union. While Malta, Latvia, and Poland have emerged as standout destinations, other countries like Ireland and Germany have seen slower growth or declines. The role of foreign visitors in driving this growth is undeniable, and the tourism industry continues to be a key contributor to the economic vitality of European countries.
As the year progresses, it remains to be seen whether Malta, Latvia, and Poland can maintain their upward trajectory and whether other countries can adjust their strategies to boost their tourism sectors. The continued rise in foreign visitor numbers signals that Europe remains a dominant player in global tourism, offering a variety of experiences to attract travelers from all corners of the globe.
