Published on
August 24, 2025
By: Rana Pratap
Greece is now joined Norway, Malta, Hungary, Finland, Turkey, Portugal, and Switzerland as the first half of 2025 marks a historic period for Europe’s tourism, and this new report provides an explanation. Greece and the other nations have significantly improved their tourism revenues as of now, and this is due to an increase in spending by travelers. These countries are managing to accomplish record revenues and guest nights not only due to a rise in the number of visitors, but travelers are spending more per trip and are staying longer. This is especially true for visitors from the United States and Asia. Malta’s rise in spending and Turkey’s record guest nights, alongside Turkey’s 25.8 billion in revenue for the half the year, tell us that the increase in tourism Europe is experiencing is now revenue driven high-value spending
Recent statistics indicate that Greece has now become a part of that select group of countries which serves as a catalyst for increasing Europe’s tourism revenues. Together with Norway, Malta, Hungary, Finland, Türkiye, Portugal, Switzerland, and Greece, they mark a turning point for Europe’s tourism market. Not only has Europe’s tourism revenue recouped losses, but they reached unprecedented figures of 2025 which has revived hope for the industry.
The rationale explaining this particular surge is quite evident. Greece and Norway enjoyed long summer seasons with cultural attractions, Malta and Portugal capitalized on the luxury wellness tourism sector, while Hungary and Finland advertised nature escapes and unique festivals. Türkiye has welcomed millions of tourists thanks to simple visas and strong airline connections. Finally, Switzerland excelled in high-end alpine tourism. This very combination and many more have made the European tourism revenues surpass all historic highs, thus marking 2025 as one of the most profitable years on record.
Furthermore, this increase isn’t specific to a single area. It shows how several countries such as Greece, Norway, Malta, Hungary, Finland, Türkiye, Portugal, and Switzerland are, directly or indirectly, working in collaboration to stimulate growth. Consequently, Europe’s tourism revenue soared past established benchmarks, creating new thresholds and opportunities. Europe’s travel narrative is being rewritten in the first half of 2025, and this new report highlights how it’s being done with remarkable resilience, strategic planning, and unprecedented figures.
Greece: Record Revenues Driven by High-Spending Markets
Greece set a record in tourism revenue in the first half of the year. According to the Bank of Greece, revenue reached €7.66 billion for the first half of 2025. This is a growth of 11% when compared to the same period in 2024.
There was only a minor growth in arrivals from 11.62 million to 11.69 million. The significant increase came from spending. Average spending per visitor increased from €565.40 to €622.70. Standout spending figures came from the US where nearly 694,000 US travelers came to Greece in the first half of the year, representing a 20% increase. Their spending increased by nearly 30% to €704.3 million. They were spending more than a €1000 per trip which was significantly above the European average.
Visitors from Germany, Italy, France, and the UK also increased their spending. Alongside this, there was a decrease in low budget travelers coming from the Balkan region. The shift towards higher spending markets combined with constant visitor numbers, alongside growth in spending explains the increase in revenue. Sector specialists believe 2025 figures will set a new record for tourism.
Greece – Timeless Isles and Living History
Places to Visit
Athens: Explore the Acropolis, Parthenon, and buzzing Plaka district.Santorini: Famous for blue-domed churches, sunsets in Oia, and volcanic beaches.Crete: Samaria Gorge hikes and Knossos Palace for Minoan history.
Things to Do
Sail the Cyclades islands.Indulge in Greek cuisine — souvlaki, moussaka, and fresh seafood.Norway: Guest Nights Hit Monthly Highs
Norway’s tourism industry is off to a busy start this year. Statistics Norway confirmed that the amount of guest nights in June 2025 reached 4.9 million, the highest figure recorded for that month. Moreover, May also set a new record further demonstrating that demand is outpacing previous years.
The demand is being driven by foreign visitors who are now spending more nights at Norway’s hotels, cabins, and campsites. Cruises, adventure tourism, and outdoor holidays are also considerable contributing factors. The depreciation of the Norwegian krone has made Norway more accessible. While domestic travel is sustaining, the strong international growth is what is driving the revenue.
Norway’s tourism board is forecasting further revenue growth in the peak summer and autumn periods. The major draws continue to be the fjords, northern lights tours, and city breaks in Oslo and Bergen. With sustainability at the core of its strategy, tourism management is focused on balancing the record incoming visitors with the long-term preservation of Norway’s natural landscapes.
Norway – Fjords and Midnight Sun
Places to Visit
Oslo: Viking Ship Museum, Opera House, and Vigeland Sculpture Park.Bergen: Gateway to the fjords, colourful Bryggen Wharf.Tromsø: Northern Lights hotspot in winter, Midnight Sun in summer.
Things to Do
Cruise Geirangerfjord and Nærøyfjord.Try dog-sledding or reindeer safaris.Hike to Preikestolen (Pulpit Rock) for stunning views.Malta: Spending Surges to Over €1.5 Billion
Malta has positioned itself as one of the most rapidly developing places to visit in Europe in 2025. The island recorded 1.8 million visitors in the first half of the year, marking an increase of 13.5% relative to the previous year. Tourist spending figures were even more astounding. They reached 1.56 billion euros, an increase of 21% compared to the previous year.
Visitors on average spent 866 euros, an amount that indicates both a longer duration of stay and higher daily spending. In June alone, Malta experienced a 19% increase in spending, amounting to 400 million euros. Malta’s achievements stem from the combination of a well-functioning airline network, focused marketing, and a well-developed product of cultural tourism.
Malta’s compact size in combination with its rich cultural heritage makes it a “high yield” destination. Tourists can conveniently access historical sites, beaches, and vibrant nightlife, all within a short distance from one another. Malta is on track to achieve a record year in 2025 as a result of increased cruise visits and an expanding hotel capacity.
Malta – Mediterranean Gem
Places to Visit
Valletta: UNESCO capital with forts, cathedrals, and harbours.Mdina: The “Silent City” with medieval charm.Gozo Island: Azure Window, beaches, and rural escapes.
Things to Do
Dive into crystal-clear waters and WWII wrecks.Join village festas with fireworks and music.Explore Malta’s prehistoric temples older than Stonehenge.Hungary: Foreign Demand Boosts Guest Nights
Hungary achieved considerable development in 2025. The nation registered 18.9 million guest nights in the first half, an increase of 4.5% compared to the previous year. The most significant improvement came from foreign markets, which grew by 7.1%, although domestic travel improvement was more modest.
Budapest continues to drive growth; the capital’s cultural, night life, and spa tourism offerings are pulling in guests from across Europe and beyond. Hungary has positioned itself as easy to travel to while still offering something unique. This enabled the country to stand out as more valuable than many Western European countries. The country is attracting both economic and mid-range tourists due to the favorable pricing.
Looking ahead, Hungary seeks to promote more even distribution of visitors across regions by promoting wine tourism, wellness retreats, and nature parks. The authorities are investing in digital technologies and international tourism marketing to maintain the momentum. The government projects tourism will further increase its contribution to the economy by the end of 2025.
Hungary – Spa Capital of Europe
Places to Visit
Budapest: Chain Bridge, Buda Castle, Parliament, and famous ruin pubs.Lake Balaton: The “Hungarian Sea” for sailing and wine tasting.Pécs: Roman ruins, art galleries, and Turkish mosques.
Things to Do
Relax in Budapest’s thermal baths.Cruise the Danube at night.Attend Sziget Festival, one of Europe’s biggest music events.Finland: Double-Digit Growth in Foreign Overnights
Finland is witnessing a swift recovery in tourism, outpacing the rest of Northern Europe. Foreign overnight stays from visitors surged by 14% in comparison to the previous year within the first half of 2025. This growth is mainly from long-haul visitors from Asia, particularly Japan and South Korea, along with strong demand from Germany and Central Europe.
Finland tourism growth is primarily attributed to the country’s reputation for clean nature, safe travel, and sustainable practices. Visitors to Lapland no longer travel exclusively in winter—there is year-round appeal. Northern lights, along with hiking, lakeside retreats, and wellness activities, are now popular.
Finland’s tourism authorities aim to enhance the duration of stays and per capita spending. Them promoting local culture, food, and seasonal festivals aim to incentivize travelers to prolong their stays. Based on the momentum observed in the first half of the year, it is anticipated that Finland will exceed pre-pandemic tourism numbers in 2025.
Finland – Nature and Nordic Cool
Places to Visit
Helsinki: Design District, Suomenlinna Fortress, and vibrant markets.Lapland: Santa Claus Village in Rovaniemi and Arctic Circle adventures.Turku: Historic cathedrals and summer archipelago tours.
Things to Do
Chase the Northern Lights.Enjoy midnight sauna rituals by a lake.Ski in Levi or Ylläs resorts.Türkiye: Record Revenues Despite Modest Volume Growth
Türkiye remains a tourism powerhouse. The amount of $25.8 billion in revenue achieved during the first half of the year marked an increase of $1.9 billion in comparison to the previous year, indicating a 7.6% year on year increase. The amount achieved in the first half of 2023 marks the 25.8 billion dollar mark in tourist receipts, which led to Türkiye shifting towards higher yield buyers. As a result, Türkiye became a highly request tourism destination.
Antalya and İstanbul remain the leaders in terms of the volume of business and tourists coming to the country. In addition to all the factors aidng in the reputation of Türkiye, an image renovation which is a result of quality improvements to airports and hotels also plays a major role. этот As a result of the weaker lira, the bulgaria’s tourism image has improved greatly which has led to an increase in the investments done in the tourist sector.
Sector analysts note that Türkiye is shifting from a pure “volume play” to a focus on higher-yield visitors. While the investments in recreational and culture tourism are on the rise, a defined focus on health and sport travel is to aid in the finer details of meeting the 2025 strategy that have aaimed higher income through diversified services. The Middle East, Russia and Western Europe remain resilient alongside new interest from Asia.
Türkiye – Where East Meets West
Places to Visit
Istanbul: Hagia Sophia, Blue Mosque, and Grand Bazaar.Cappadocia: Hot air balloon rides over fairy chimneys.Antalya: Turquoise Coast beaches and resorts.
Things to Do
Cruise the Bosphorus.Explore ancient ruins in Ephesus.Indulge in Turkish delights, kebabs, and tea rituals.Portugal: Tourism Revenue Passes €12 Billion
Portugal has reported one of the most successful first halves in its tourism history. As reported by Banco de Portugal, tourism receipts exceeded €12 billion in the first six months of 2025. The month of June brought in €2.47 billion which is a 5.4% growth from the previous year. The hospitality sector is having a record year as well with 14.9 million guests and 36.4 million nights in H1.
While Lisbon, Porto, and the Algarve are still the most popular regions, the secondary cities and countryside regions are also emerging. Authentic cultural and culinary experiences, which are increasingly sought by visitors, are also enabling small towns and rural areas to thrive.
Portugal’s tourism board emphasizes the digital nomad visas, wine tourism, as well as the eco-tourism projects as major contributors to growth in the coming years. Due to Portugal’s strong air links with the Americas and increasing demand for long-haul travel, Portugal is likely to end 2025 with record breaking numbers yet again.
Portugal – Sun, Wine, and Surf
Places to Visit
Lisbon: Alfama trams, Belém Tower, and Fado music.Porto: Douro River cruises and port wine cellars.Algarve: Golden beaches, cliffs, and charming towns.
Things to Do
Ride the iconic tram 28 in Lisbon.Sip wine in the Douro Valley.Surf the waves in Nazaré.Switzerland: On Track for Another Record
Switzerland’s tourism sector remains robust. The country registered 20.4 million overnight stays in H1 2025 which is an increase of 1.4% from the previous year. Officials anticipate that the country is well on track to exceed the record set in 2024.
This surge can be attributed to inbound tourism, especially from the United States and Asia. While domestic tourism remains elevated, it is the economic strength of international tourists that is driving revenue growth. Cities like Zurich and Geneva, along with the Alps and the lakes, provide a well-distributed tourism demand throughout the year.
The current emphasis in Swiss tourism is on sustainable practices and premium travel experiences. Visitors to Switzerland can now enjoy newly built luxury hotels, mountain resorts and a variety of tourism and cultural festivals which has resulted in spending by tourists to increase. This has enabled Switzerland to sustain its position in the competitive European market.
Switzerland – Alps and Luxury Escapes
Places to Visit
Zurich: Banking capital with old town charm.Lucerne: Medieval bridges and lake cruises.Interlaken: Adventure hub between lakes and mountains.Zermatt: Home of the Matterhorn.
Things to Do
Ski in the Swiss Alps.Take the scenic Glacier Express train.Savour Swiss chocolate and cheese fondue.Common Trends Across Europe
Several recurring elements link these country-specific narratives:
Transition to high-value markets: US tourists in Greece and Switzerland or Asia in Finland are generating income.Documented income generation even with a slight rise in volume: Greece and Turkiye demonstrate that spending is often more important than foot traffic.Balanced progress from developed and developing markets: Portugal and Malta are reframing from overreliance and Hungary and Slovenia are capitalizing from the low-cost travel.Emphasis on air travel: ancillary low-cost and long-haul routes like Norse Atlantic’s New York to Athens are important in support of demand.
All these aspects demonstrate that European tourism in 2025 is about quality, not just quantity.
Outlook for the Rest of 2025
Specialists around the continent suppose the latter half of the year will be particularly favorable. City breaks and seaside tourism are still widely popular and the summer bookings are remaining at a peak. Increased attendance is anticipated from events, festivals, and sporting competitions.
There are still some issues, however. Grece and the Balkan markets illustrate the trend of low-cost travelers being discouraged by the surge in accommodation and service prices. The need for sustainability and climate resilience are other urgent matters. In spite of these, the broad outline is obvious: European tourism is shifting into a new stage of development, where revenue growth outpaces the growth in the number of arrivals.
Greece joins Norway, Malta, Hungary, Finland, Türkiye, Portugal and Switzerland as Europe’s tourism surge to historic highs in the first half of 2025, driven by longer stays, higher spending, and strong demand from high-value markets such as the United States and Asia.
Conclusion
The first half of 2025 has proven to be historic for European tourism. Greece, Norway, Malta, Hungary, Finland, Türkiye, Portugal, and Switzerland have all delivered record revenues or near-record volumes. These results highlight how the sector is adapting to changing traveller behaviour. High-spending tourists, improved connectivity, and diverse experiences are now shaping the market.
If the trend continues, Europe will close 2025 with its strongest tourism year ever. For destinations and businesses, the lesson is clear: focus on value, sustainability, and high-quality experiences. That is the new engine of growth for Europe’s travel industry.
