Published on
August 18, 2025
Europe’s tourism sector began 2025 on a strong note, drawing 125 million international visitors in the first quarter. This growth is driven by travelers seeking less crowded destinations, improved flight connectivity, and attractive cultural and coastal experiences, particularly in countries like Lithuania, Malta, and Finland, which have emerged as top performers in early 2025.
Europe Begins 2025 With Strong Tourism Momentum
Europe opened 2025 with a resilient surge in international tourism, welcoming 125 million visitors between January and March. This represents a 2 percent increase over the same period in 2024 and a 5 percent rise compared to pre-pandemic levels in 2019. Globally, international travel mirrored this growth with an average 5 percent increase, reflecting strong travel demand despite challenges such as rising transport costs, extreme weather events, and ongoing geopolitical tensions.
Southern Mediterranean destinations recorded modest growth, with visitor numbers climbing 2 percent. Many travelers chose off-season trips to coastal retreats and cultural hubs, highlighting a shift toward less crowded experiences. Central and Eastern Europe experienced faster expansion, up 8 percent, driven by interest in the Baltic region and smaller emerging destinations.
Baltic States and Smaller Markets Lead Recovery
Lithuania emerged as the fastest-growing European destination during the first quarter of 2025, attracting 21 percent more international visitors compared to last year. Malta followed closely with a 19 percent increase, while Finland saw growth of 15 percent. Other notable performers included Latvia with 16 percent growth and Spain, Europe’s major tourism economy, up 6 percent.
These gains were fueled by targeted promotional campaigns, enhanced flight connectivity, and growing appeal for destinations that offer a balance of cultural richness and reduced crowding. Spain’s international visitor spending increased by 9 percent in the first two months, building on a strong 16 percent growth in 2024. France reported a 6 percent increase in tourism revenue, Denmark achieved an 11 percent rise, and Mediterranean countries such as Greece, Italy, and Portugal each recorded growth of around 4 percent.
Destinations Struggling to Keep Pace
Not all European markets recovered at the same rate. Countries such as Luxembourg, Sweden, and Belgium still experienced lower visitor numbers than in 2019. Several factors contributed to slower recovery, including limited flight availability, higher accommodation costs, and declining interest from long-distance travelers.
Experts note that these disparities underscore the continuing impact of infrastructure limitations and economic factors on tourism flows, even as overall European visitor numbers remain robust.
Challenges Ahead for the Year
The UN World Tourism Confidence Index for May to August 2025 stands at 114, slightly below last year’s 120, reflecting cautious optimism among travelers. Soaring expenses, economic instability, and ongoing geopolitical tensions, such as conflicts in Ukraine and the Middle East, are increasingly influencing how travelers plan their trips. Additional pressures from crowding, extreme weather, and airport delays are influencing destination choices and trip timing.
Climate change is also altering traditional tourism patterns. Some Mediterranean destinations now attract more visitors during cooler months rather than the peak summer season, as travelers seek comfort and sustainability in their itineraries.
New Travel Rules Influence Planning
Europe’s upcoming European Travel Information and Authorization System (ETIAS), expected in late 2026, is poised to affect short-term travel. While long-term residency and migration procedures remain unchanged, short-term visitors from visa-exempt countries will need to apply online before arrival. This could influence spontaneous travel decisions and trip planning for casual or last-minute tourists.
Frequent travelers will benefit from a three-year ETIAS authorization tied to passports, offering convenience while maintaining strict border controls. The system aims to streamline pre-arrival checks without creating full visa requirements, ensuring both safety and efficiency.
Balancing Growth With Security
Steady tourism growth has prompted calls for more robust and efficient border management across the EU. Governments are aligning immigration policies with new digital tools to improve pre-screening and mitigate risks associated with overstays, all while preserving accessibility for genuine travelers.
Although migration policies for work and asylum remain separate, enhanced travel authorization systems may influence future policy debates, including monitoring, enforcement, and integration planning in high-demand destinations.
Strong Start Signals Continued Potential
The early 2025 surge in European tourism highlights both the resilience and strategic importance of the sector. Lithuania, Malta, Finland, Latvia, and Spain drove the largest gains, illustrating the rising appeal of smaller and mid-sized destinations alongside traditional hubs.
As the peak travel season unfolds, maintaining this momentum will require competitive pricing, diverse attractions, and well-prepared infrastructure. For global visitors, Europe in 2025 promises vibrant experiences, easy accessibility, and countless opportunities for memorable journeys.
