Published on
January 22, 2026
In 2025, Malta surpassed tourism powerhouses like France, Greece, Italy, the Netherlands, Spain, and other major European destinations with impressive growth in both tourist arrivals and revenue. Malta’s remarkable 12.4% increase in tourist arrivals and 14.9% growth in tourism receipts demonstrate its rising prominence in the European tourism landscape. The country’s unique blend of history, culture, and stunning coastlines has made it an increasingly attractive destination for international visitors. While other renowned European countries continue to see strong tourism performance, Malta’s ability to outperform such tourism giants highlights its growing appeal and the effectiveness of its strategic marketing efforts.
Malta: A Remarkable 12.4% Growth in Tourist Arrivals and 14.9% in Tourism Receipts
Malta has seen a phenomenal boost in its tourism sector in 2025, with a 12.4% increase in tourist arrivals and an impressive 14.9% growth in tourism receipts, as reported by the United Nations Tourism figures for the period of January to September. This growth highlights Malta’s growing prominence as a top Mediterranean destination, attracting visitors with its rich history, stunning coastlines, and unique blend of cultures. The country’s well-preserved heritage sites, including the ancient city of Mdina and the iconic Blue Lagoon, have continued to draw international tourists.
This increase in tourism revenue is a testament to Malta’s strong tourism infrastructure and marketing efforts, which have capitalized on the post-pandemic recovery and the global shift towards travel to smaller, less crowded destinations. Additionally, the country’s strategic position within the EU and its appeal as a cultural and historical hub have positioned it as an attractive destination for both short-term and long-term stays. With tourism receipts soaring, Malta’s tourism sector plays a pivotal role in its economic recovery and growth, reinforcing the importance of travel in the island’s economic landscape.
France: A 7.9% Rise in Tourist Arrivals and 8.9% Growth in Tourism Receipts
France, one of the world’s most visited countries, has experienced a 7.9% increase in tourist arrivals and an 8.9% rise in tourism receipts in 2025, as revealed by the United Nations Tourism data for January to September. France’s tourism continues to benefit from its unmatched cultural, historical, and natural offerings. From the Eiffel Tower to the vineyards of Bordeaux and the Mediterranean coast, France remains a dream destination for travellers worldwide.
This growth reflects France’s ability to bounce back from the pandemic’s effects, further solidified by international tourists’ increasing preference for European destinations. The country’s world-renowned art, cuisine, and iconic landmarks attract millions each year. Moreover, France’s strong tourism infrastructure, including its extensive high-speed rail network and world-class hotels, continues to support its tourism industry. As the country recovers from previous economic challenges, tourism remains a key driver of France’s economic strength. The rise in tourism receipts showcases the successful efforts by the French government and local authorities in ensuring a high-quality experience for global visitors.
Greece: 4.4% Growth in Tourist Arrivals and 8.4% Increase in Tourism Receipts
Greece has shown impressive performance in its tourism sector in 2025, with a 4.4% increase in tourist arrivals and an 8.4% boost in tourism receipts through the first three quarters of the year, according to the United Nations Tourism data for January to September. Greece’s appeal continues to be rooted in its stunning islands, ancient monuments, and rich cultural heritage. Destinations like Santorini, Mykonos, and Athens have maintained their reputation as top travel spots, attracting millions of visitors each year.
This growth is driven by an expanding number of international tourists seeking both relaxation and cultural exploration. The country’s marketing efforts and investment in tourism infrastructure, alongside its enticing mix of beach resorts and historical sites, have allowed Greece to maintain strong demand from both European and long-haul travellers. Additionally, Greece’s appeal to the growing trend of eco-tourism and sustainable travel has strengthened its position as a must-visit destination in Europe. With increasing receipts, tourism remains one of Greece’s most significant economic pillars, supporting local businesses and communities across the country.
Italy: A 5.8% Growth in Tourist Arrivals and 4.9% Increase in Tourism Receipts
Italy has witnessed a 5.8% increase in tourist arrivals and a 4.9% growth in tourism receipts in 2025, according to the United Nations Tourism data for January to September. Italy’s unparalleled cultural landmarks, historical sites, and world-famous cuisine continue to attract visitors from around the globe. Iconic cities like Rome, Florence, and Venice, as well as coastal gems like the Amalfi Coast, have remained top destinations for international tourists.
While Italy’s growth in tourism receipts is slightly lower compared to some of its European counterparts, the country continues to play a pivotal role in global tourism. The slight discrepancy in growth between arrivals and receipts may reflect the country’s challenges in attracting higher-spending tourists, particularly in the wake of inflationary pressures and fluctuating exchange rates. Despite this, Italy remains a top-tier destination for tourists seeking cultural enrichment, fine dining, and spectacular landscapes. The country’s recovery post-pandemic, along with its continued appeal to both leisure and business tourists, highlights the ongoing strength of its tourism sector.
Netherlands: 5.5% Increase in Tourist Arrivals and 6.6% Growth in Tourism Receipts
The Netherlands has experienced a 5.5% increase in tourist arrivals and a 6.6% rise in tourism receipts through the third quarter of 2025, according to the United Nations Tourism data for January to September. Known for its vibrant cities like Amsterdam, historic canals, and tulip fields, the Netherlands remains one of Europe’s most visited countries. This steady increase in tourism figures signals a successful recovery for the country’s tourism sector, which faced challenges in previous years.
The growth is attributed to the country’s strong marketing initiatives, improved transport links, and year-round appeal. The Netherlands’ focus on sustainable tourism, cycling tourism, and its art and cultural heritage also play an essential role in drawing travellers. Visitors are increasingly attracted to the Dutch capital’s combination of modern art, historic sites, and unique experiences such as the Rijksmuseum and Van Gogh Museum. With continued efforts to innovate its tourism offerings, the Netherlands is poised to strengthen its position as a top destination in Europe while also supporting its economy through tourism-driven spending.
Spain: 3.4% Growth in Tourist Arrivals and 7.1% Increase in Tourism Receipts
Spain saw a 3.4% rise in tourist arrivals and a 7.1% increase in tourism receipts in 2025, according to the United Nations Tourism data for January to September. As one of the most popular destinations in Europe, Spain continues to attract millions of visitors each year with its beautiful beaches, historic cities, and vibrant culture. Cities like Barcelona, Madrid, and Seville remain hotspots for cultural tourism, while the Balearic and Canary Islands are popular among beachgoers.
The growth in receipts reflects the increasing demand for higher-end travel experiences in Spain. Despite a moderate increase in arrivals, the growth in receipts indicates a shift towards longer stays and more luxurious spending by international visitors. Spain’s successful tourism recovery post-pandemic, along with its extensive efforts to promote off-season travel and sustainable tourism, have helped maintain its status as one of Europe’s leading tourism destinations. As the country continues to invest in its tourism infrastructure and diversify its offerings, Spain is poised to maintain strong growth in the tourism sector throughout 2025 and beyond.
In 2025, Malta beat tourism powerhouses like France, Greece, Italy, the Netherlands, Spain, and other European giants with impressive growth in both tourist arrivals and revenue. Malta’s unique blend of history, culture, and stunning coastlines drove its remarkable rise.
Conclusion
Malta’s exceptional growth in tourist arrivals and revenue in 2025 has allowed it to surpass tourism powerhouses like France, Greece, Italy, the Netherlands, Spain, and other major European destinations. This success can be attributed to Malta’s unique combination of historical charm, beautiful coastlines, and strategic marketing efforts that have captured the attention of international travelers. While established tourism giants continue to thrive, Malta’s impressive performance underscores its increasing appeal as a top Mediterranean destination. The country’s ability to achieve such remarkable growth in comparison to other European tourism leaders highlights its bright future in the global tourism industry.
