Published on
January 17, 2026
In the past year, Norway has experienced a remarkable surge in international tourist arrivals, joining the ranks of Malta, Moldova, Finland, North Macedonia, Slovakia, and other European destinations that have seen skyrocketing tourism growth. With a 14% increase in visitors, Norway’s stunning natural landscapes, including its iconic fjords, mountains, and vibrant cities, have captured the attention of travelers worldwide. This growth reflects a broader trend across Europe, where countries like Malta and Finland have also enjoyed significant boosts in tourism. The influx of international visitors has been driven by a combination of unique cultural experiences, outdoor adventures, and the allure of sustainable travel, making these nations key players in Europe’s booming tourism industry. From Norway’s scenic Geirangerfjord to Malta’s rich historical heritage, and Finland’s mesmerizing Northern Lights, the record surge in international arrivals underscores Europe’s rising status as a top global travel destination.
Norway: +14% Growth in International Tourist Arrivals
Norway has enjoyed a significant 14% increase in international tourist arrivals in 2025. The country’s stunning fjords, pristine landscapes, and outdoor adventures have positioned it as a top European destination. Norway’s tourism thrives on its natural beauty, including the famous Geirangerfjord, Lofoten Islands, and the midnight sun in the summer months. Oslo, the capital, is known for its modern architecture, museums, and vibrant cultural scene, making it a popular destination for international visitors. Norway also attracts eco-tourists with its commitment to sustainability and eco-friendly travel initiatives. In addition to exploring nature, tourists can visit the iconic Vigeland Sculpture Park and the Nobel Peace Center. Norway’s airports, such as Oslo Gardermoen Airport and Bergen Airport, handle a significant amount of international traffic. The country offers a tourism tax on certain services, contributing to the development and maintenance of tourist infrastructure. Whether it’s hiking, skiing, or cultural exploration, Norway has something for every traveler.
Country Guide: Norway
Currency: Norwegian Krone (NOK)Most Popular Location: Oslo, Bergen, TromsøTop Attractions: Geirangerfjord, Lofoten Islands, Vigeland Park, Northern LightsLanguage: NorwegianClimate: Cold winters, mild summersTransportation: Extensive train network, ferries, and domestic flightsMalta: +12% Growth in International Tourist Arrivals
Malta’s tourism sector has experienced an impressive 12% growth in international arrivals, cementing its place as a favorite Mediterranean destination. This small island nation offers rich history, beautiful beaches, and a unique cultural heritage. The capital city, Valletta, is a UNESCO World Heritage site known for its historical buildings, museums, and stunning Baroque architecture. Malta is also famous for its crystal-clear waters, making it a top spot for diving, snorkeling, and beach vacations. The island’s rich history includes ancient temples, megalithic sites, and a strong link to the Knights of St. John. With an array of luxurious resorts, boutique hotels, and historical sites, Malta attracts tourists year-round. Malta’s international airport, Malta International Airport, handles most of the arrivals, offering excellent connectivity with European cities. Tourism taxes are applied to hotel services and other tourist-related activities, helping to enhance the island’s infrastructure. Malta’s strategic location, beautiful landscapes, and mix of history and modernity make it a prime destination for international travelers.
Country Guide: Malta
Currency: Euro (€)Most Popular Location: Valletta, Mdina, GozoTop Attractions: St. John’s Co-Cathedral, Blue Lagoon, MdinaLanguage: Maltese, EnglishClimate: Mediterranean climate with hot summers and mild wintersTransportation: Buses, ferries, and flights from Malta International AirportFinland: +15% Growth in International Tourist Arrivals
Finland has experienced a remarkable 15% growth in international tourist arrivals from January to September 2025, according to UN tourism data. The country’s blend of natural beauty, modern cities, and unique experiences has drawn an increasing number of international travelers. Finland is renowned for its winter tourism, particularly the mesmerizing Northern Lights in Lapland, and activities like husky sledding, snowshoeing, and visits to Santa Claus Village. In summer, Finland’s thousands of lakes offer tranquil experiences, along with opportunities for boating and fishing. The capital city, Helsinki, is a hub for culture, architecture, and design. Finland also offers a range of accommodations, from luxury resorts to rustic cabins. Finland has a well-structured tourism tax and a reputation for safety, cleanliness, and sustainability, attracting eco-conscious travelers. The busiest airports for international visitors are Helsinki-Vantaa Airport, followed by Lapland’s Kittilä Airport, which is particularly popular in the winter season. The country’s hospitality, coupled with its rich culture and stunning landscapes, makes it a top choice for travelers.
Country Guide: Finland
Currency: Euro (€)Most Popular Location: Helsinki, LaplandTop Attractions: Northern Lights, Santa Claus Village, Suomenlinna Fortress, Koli National ParkLanguage: Finnish, SwedishClimate: Cold winters, mild summersTransportation: Well-connected by train, bus, and domestic flightsRepublic of Moldova: +12% Growth in International Tourist Arrivals
The Republic of Moldova has seen a 12% increase in international tourist arrivals, a trend that highlights its rising popularity as an undiscovered gem in Europe. Known for its wine tourism, Moldova boasts some of the largest wine cellars in the world, including the Cricova and Mileștii Mici wineries. The capital, Chișinău, is a vibrant city offering cultural experiences with its Soviet-era architecture, museums, and parks. Moldova’s diverse landscapes, from rolling hills to rural villages, make it an attractive destination for nature lovers and adventurers. The country also offers tourists a chance to experience traditional folk festivals and cuisine. Despite being less well-known compared to other European destinations, Moldova has been steadily gaining attention thanks to its affordability and welcoming atmosphere. Moldova’s tourism infrastructure is growing, and the country is gradually introducing tourism taxes to support this expansion. Chisinau International Airport is the primary gateway for international travelers, with growing connections to Europe and beyond.
Country Guide: Republic of Moldova
Currency: Moldovan Leu (MDL)Most Popular Location: Chișinău, Orheiul Vechi, CricovaTop Attractions: Cricova Winery, Orheiul Vechi, Stefan Cel Mare ParkLanguage: RomanianClimate: Continental, with hot summers and cold wintersTransportation: Buses, trains, and limited domestic flightsSlovakia: +10% Growth in International Tourist Arrivals
Slovakia has witnessed a 10% growth in international tourist arrivals, thanks to its unique blend of natural beauty, medieval history, and affordable travel options. The country is home to the High Tatras, offering excellent hiking and skiing opportunities. Slovakia’s castles, including the famous Bratislava Castle, are major attractions for history buffs. The capital, Bratislava, is a charming city known for its Old Town, vibrant nightlife, and proximity to Vienna, making it a convenient destination for European travelers. Slovakia’s cultural festivals, traditional cuisine, and a focus on ecotourism have contributed to its rise as a popular European destination. The country’s airports, including Bratislava and Košice, have been seeing an increase in international flights. Slovakia has introduced a tourism tax to improve its infrastructure and attract even more visitors in the future. Whether for outdoor adventures or cultural exploration, Slovakia offers something for everyone.
Country Guide: Slovakia
Currency: Euro (€)Most Popular Location: Bratislava, High Tatras, KošiceTop Attractions: Bratislava Castle, Spiš Castle, High Tatras National ParkLanguage: SlovakClimate: Continental, with cold winters and warm summersTransportation: Trains, buses, and international flights from Bratislava AirportNorth Macedonia: +10% Growth in International Tourist Arrivals
North Macedonia has enjoyed a 10% growth in international tourist arrivals, showcasing the increasing appeal of this Balkan destination. Known for its stunning landscapes, lakes, and rich cultural history, North Macedonia has become an emerging tourist hotspot. Lake Ohrid, one of the oldest and deepest lakes in Europe, is a major draw for nature lovers and cultural tourists alike. Ohrid itself is a UNESCO World Heritage site, famous for its churches, monasteries, and historical significance. The capital, Skopje, has seen a growing number of tourists thanks to its mix of old Ottoman and modern architecture, as well as its vibrant arts scene. North Macedonia’s tourism industry benefits from its affordability and accessibility. The country’s tourism tax, introduced in recent years, helps fund the development of its growing tourism infrastructure. Skopje International Airport serves as the main international gateway, with direct flights to European cities.
Country Guide: North Macedonia
Currency: Macedonian Denar (MKD)Most Popular Location: Ohrid, Skopje, BitolaTop Attractions: Ohrid Lake, St. Naum Monastery, Skopje FortressLanguage: MacedonianClimate: Mediterranean climate with hot summers and mild wintersTransportation: Buses, taxis, and international flights from Skopje Airport
Last year, Norway joined Malta, Moldova, Finland, North Macedonia, Slovakia, and other European destinations in a record surge of international tourist arrivals. This growth is fueled by Europe’s diverse attractions, from natural wonders to rich cultural heritage.
Conclusion
Norway’s impressive surge in international tourist arrivals last year places it alongside Malta, Moldova, Finland, North Macedonia, Slovakia, and other European countries that have experienced a significant rise in tourism. This remarkable growth highlights the increasing appeal of European destinations, driven by their unique mix of natural beauty, cultural heritage, and sustainable travel options. With more travelers seeking diverse and enriching experiences, these countries are emerging as top choices for global tourism. The record surge not only reflects Europe’s growing prominence as a tourism hub but also underscores the enduring allure of its landscapes and cultural treasures.
