Published on
January 5, 2026
Greece, Romania, Spain, and Slovakia are leading the charge in European tourism, with Eurostat reporting significant growth in international visitor numbers. These countries have emerged as top destinations, attracting travelers due to their rich cultural heritage, picturesque landscapes, and improved travel infrastructure, which have contributed to their rising popularity in recent years. The surge in visitors reflects a broader trend of European destinations capitalizing on their unique offerings, drawing more international travelers than ever before.
In 2024, Europeans spent an average of nearly one week vacationing within the European Union, with Greece and Romania recording the longest stays, according to Eurostat data. On average, visitors to these countries stayed almost nine nights, surpassing the EU’s overall average of seven overnight stays. In contrast, Estonia and Belgium recorded the shortest stays, with visitors spending just 3.1 and 3.6 nights, respectively. These variations reflect broader travel trends influenced by factors such as proximity, transportation accessibility, and the popularity of certain destinations.
The length of stay is often tied to how easy it is to reach a destination. For instance, countries like Greece, Cyprus, and Spain, which are located farther from many EU member states, typically require longer and more expensive travel. These destinations, which are among the most popular across Europe, tend to attract visitors who stay longer. They offer a range of attractions, from rich cultural experiences to breathtaking landscapes, encouraging travelers to make the most of their trip by staying for extended periods. On the other hand, shorter stays are often seen in countries that are geographically closer and more accessible, such as Belgium, which shares borders with France, the Netherlands, and Germany. The ease of access makes short weekend trips more feasible for visitors.
In terms of spending, there is also significant variation based on the destination. Cyprus and Greece recorded the highest average travel expenditure in 2024, reflecting the higher costs typically associated with longer stays and international travel. Visitors to Cyprus spent an average of 1,476 euros per trip, while Greece followed closely behind at 1,370 euros. In comparison, countries with shorter stays and closer proximity to other EU nations saw lower average expenditures. Ireland recorded an average spending of 1,231 euros, while Spain followed with 1,120 euros. At the lower end of the spectrum, Slovakia recorded the lowest average spend, with visitors spending an average of just 344 euros per trip.
Seasonality plays a key role in determining when Europeans travel within the EU. In 2024, August and July were by far the most popular months for intra-EU travel, accounting for nearly 24% of all trips. August alone made up 12.8%, while July followed with 11.7%. This peak travel period coincides with summer vacations and the holiday season, when families, students, and workers take time off to travel. In contrast, January saw the fewest trips, accounting for just 4.5% of the total, as it falls outside the peak travel season and is typically less favorable for vacations due to colder weather.
The seasonality trend was most pronounced in certain destinations. For example, in Croatia, 44.1% of inbound trips from other EU countries occurred during the summer months of July and August. Greece followed closely with 34.9%, while Bulgaria trailed at 34.6%. These figures illustrate the popularity of southern European destinations during the summer, when the weather is warm and ideal for outdoor activities, including beach vacations, hiking, and exploring historical sites. For these countries, summer represents a significant portion of their annual tourism traffic, and managing the influx of visitors during this time is essential to sustaining the growth of their tourism sectors.
Meanwhile, Greece has continued to experience consistent growth in its tourism sector over the past decade. Excluding the pandemic years, the country has seen record-breaking numbers of international tourists year after year. According to a study by the National Bank of Greece, international tourist arrivals have surged by 50% from 2016 to 2025, growing from approximately 25 million to more than 37 million visitors. This growth can be attributed to several structural factors, including a significant increase in air connectivity. Between 2015 and 2024, air connectivity to Greece increased by 46%, making it more accessible to international travelers and strengthening its position as a top tourist destination.
In addition to improved connectivity, the quality of tourism infrastructure in Greece has also seen notable improvements. Over the years, the country has made significant investments in upgrading its hotel facilities. In 2024, four- and five-star hotel beds accounted for 55% of the country’s total hotel capacity, up from just 42% in 2015. This shift towards higher-end accommodations reflects the growing demand for luxury travel and more refined experiences, catering to the needs of a wider range of visitors, including those seeking premium services and amenities.
The rise in tourism has also had a profound impact on Greece’s economy. The tourism sector is a major contributor to the country’s GDP, and the increase in visitor numbers has supported job creation, infrastructure development, and the growth of local businesses. The popularity of Greece as a travel destination has also led to an increase in international investments, particularly in the hospitality industry, with new hotels, resorts, and tourism-related businesses opening across the country. As a result, the government has been able to further support the tourism sector by offering incentives for sustainable development, which aligns with global trends towards more responsible and eco-friendly tourism practices.
Despite the growth in tourism, Greece has also faced challenges related to overtourism, particularly in its most popular areas. Cities like Athens and islands such as Santorini and Mykonos have seen a surge in visitors in recent years, raising concerns about the environmental and social impact of mass tourism. In response, the government has implemented measures to manage tourism more effectively, focusing on spreading visitors across a broader range of destinations and promoting sustainable travel practices. The aim is to ensure that the tourism industry remains a long-term driver of economic growth while preserving the country’s natural and cultural heritage.
Greece, Romania, Spain, and Slovakia have topped Eurostat’s charts for European travel, driven by a surge in international visitors attracted to their rich culture, scenic landscapes, and enhanced tourism infrastructure.
Overall, 2024 saw a mix of trends in European travel, with certain countries experiencing longer stays, higher spending, and more pronounced seasonality. The rise in tourism, particularly in Greece, highlights the importance of accessibility, infrastructure, and sustainable practices in ensuring long-term growth. As Europeans continue to travel within the EU, the industry will need to adapt to changing demands and evolving trends, with a focus on balancing economic growth with responsible tourism.
