Published on
November 13, 2025
In the first half of 2025, European tourism has experienced a notable boost in overnight stays, with countries like Finland, Malta, Latvia, and Poland leading the way in growth. This surge can be attributed to a combination of factors, including targeted marketing campaigns, improved infrastructure, and the growing appeal of these destinations as key tourist hubs. While some nations have reported impressive increases in foreign visitor numbers, others, such as Germany and Ireland, have seen slower recoveries, highlighting the diverse pace of tourism recovery across Europe.
Tourism in Europe is experiencing a steady rebound in 2025, with a significant increase in overnight stays across the continent. The first half of 2025 saw a 2.3% rise in the number of overnight stays in tourist accommodations across the European Union (EU), reaching a total of 1.279 billion overnight stays, up from 1.249 billion in the same period in 2024. This surge signals positive momentum for Europe’s tourism industry, which has been recovering from the pandemic’s impacts and grappling with the challenges of overtourism.
The Rising Stars of European Tourism: Finland, Malta, Latvia, and Poland Lead the Growth
Several European countries have reported impressive growth in overnight stays, with some nations standing out for their remarkable tourism performance. Malta, Latvia, and Poland saw some of the highest increases in the share of overnight stays in the first half of 2025 compared to 2024. Malta led the charge with a notable increase of 12.7%, followed by Latvia at 8.6% and Poland at 8.5%. These countries have become major players in the European tourism scene, attracting both regional and international visitors with their unique offerings and strong marketing efforts.
Finland, with an outstanding 12.3% increase in overnight stays by foreign visitors, stands out as a growing tourism hub. The surge in Finland’s tourism can be attributed to its vast natural beauty, expanding infrastructure, and growing appeal as a wellness and adventure destination. Finland’s ability to attract foreign visitors aligns well with the broader regional trends and sets it apart from many other European nations.
Tourism Downturns in Certain EU Countries
While many countries are seeing growth, some have reported declines in the number of overnight stays in tourist accommodations. Ireland, for instance, experienced a decline of -3.5% in overnight stays compared to the same period in 2024. Sweden (-5.3%) and Germany (-2.9%) also saw a downturn in foreign visitor nights. These figures underscore the disparity in recovery across the region, with some countries struggling to regain their pre-pandemic tourism levels.
Germany, despite being one of the largest tourism markets in Europe, saw a modest increase of just +0.2%, with foreign visitors accounting for a relatively small share of overnight stays (18.5%). Similarly, Sweden and Belgium experienced only slight increases, reporting +0.5% and +0.9%, respectively. These slower growth figures indicate that certain destinations still face challenges in attracting international visitors, even as the broader market rebounds.
Foreign Visitors Dominate in Several Destinations
Across the EU, foreign visitors (non-residents) accounted for nearly half (48.0%) of all overnight stays in the first half of 2025, with some countries relying heavily on international tourism. Malta, Cyprus, and Croatia reported the highest share of foreign overnight stays, with Malta seeing an astonishing 93.6%, followed by Cyprus at 93.1% and Croatia at 87.6%. These countries have capitalized on their status as popular holiday destinations, attracting a high volume of international tourists, particularly from neighboring countries and long-haul markets.
On the other end of the spectrum, countries like Germany, Poland, and Romania saw much lower shares of foreign visitors, with less than one-fifth of overnight stays coming from international travelers. In Germany, for example, only 18.5% of overnight stays were from foreign visitors. These figures suggest that while these countries are crucial tourism markets within Europe, they are less dependent on foreign tourism compared to smaller, more niche destinations.
The Growth of Foreign Visitors: A Stronger Rebound Than Domestic Tourism
One of the most notable trends in 2025 has been the stronger recovery in foreign overnight stays compared to domestic tourism. The number of foreign overnight stays increased by 3.1% in the first half of 2025 compared to the same period in 2024, while domestic stays grew by only 1.7%. This is a clear indication that international tourists are more eager to travel and experience European destinations, perhaps driven by pent-up demand and an expanding global middle class.
Countries like Malta (+13.0%), Latvia (+12.8%), and Finland (+12.3%) saw the most significant increases in foreign overnight stays. These destinations have managed to effectively target international travelers with tailored marketing campaigns, improved infrastructure, and diversified tourism offerings, from cultural heritage to eco-tourism and adventure activities.
Challenges and Opportunities in the Post-Pandemic Tourism Landscape
The recovery of European tourism post-pandemic is not without its challenges. Many destinations are grappling with issues related to overtourism, infrastructure strain, and environmental sustainability. While some countries are thriving, others are facing the aftermath of overreliance on international tourism, as evidenced by the struggles of Ireland, Germany, and Sweden in maintaining their tourism growth.
Nevertheless, the rise in overnight stays provides opportunities for local economies, particularly in countries like Malta, Latvia, and Finland, where tourism has become a vital economic driver. These countries are not only benefiting from a surge in international visitors but are also investing in sustainable tourism practices to ensure long-term growth without compromising their environmental and cultural heritage.
What’s Next for European Tourism in 2025 and Beyond?
As Europe heads into the second half of 2025, it is expected that tourism will continue to grow, albeit at varying rates depending on the country. The focus for many destinations will likely be on striking a balance between attracting international tourists and ensuring that tourism growth remains sustainable and manageable.
Nations that have seen strong growth in overnight stays, such as Malta, Latvia, and Finland, will need to continue innovating and improving their tourism offerings. These countries are expected to invest in infrastructure, such as transportation and accommodation, to meet the increasing demand while maintaining the high-quality visitor experiences that have made them so attractive to tourists.
At the same time, countries like Germany, Sweden, and Ireland will need to develop strategies to bolster their tourism industries, perhaps by diversifying their tourism products, enhancing marketing efforts, and addressing any barriers to entry for international visitors. These countries must also focus on creating a more sustainable tourism model that can attract international travelers while addressing overtourism concerns.
The first half of 2025 has brought encouraging news for European tourism, with overnight stays in tourist accommodations increasing across the region. While some countries like Malta, Latvia, and Finland are experiencing remarkable growth, others are still working to recover from the impacts of the pandemic. The rise in international overnight stays suggests a strong desire among travelers to explore Europe once again, with smaller and more niche destinations reaping the benefits of targeted marketing and improved tourism infrastructure.
In 2025, Finland, Malta, Latvia, and Poland have led the surge in European tourism, with remarkable increases in overnight stays driven by strong marketing, expanding infrastructure, and growing international demand. However, other nations like Germany and Ireland have faced slower growth.
As the tourism landscape evolves, European countries will need to carefully manage this growth, ensuring that they can provide sustainable and enriching travel experiences for visitors while also protecting their local communities and environments. The future of European tourism in 2025 and beyond will likely depend on how well these nations balance economic growth with sustainable development.
