Published on
September 13, 2025
Denmark outpaced Spain, Greece, the UK, Belgium, Austria, and Portugal in tourism growth in the first half of 2025, driven by sustainability and cultural appeal. While traditional tourism hotspots in Southern Europe have long dominated the sector, Denmark’s tourism industry has experienced an impressive surge, showing its resilience and appeal to travelers worldwide. This unexpected rise is the result of various factors, from a renewed interest in eco-tourism to innovative travel campaigns highlighting the nation’s rich history, vibrant culture, and sustainable initiatives.
Tourism experts point to Denmark’s unique combination of cultural landmarks, including the fairy-tale-like castles, as well as its seamless integration of modern design and green initiatives, making it increasingly attractive to eco-conscious travelers. The nation’s focus on offering quality experiences in cities like Copenhagen, Aarhus, and Odense, alongside stunning natural landscapes such as the Danish Riviera, has set it apart from more traditional destinations in Spain, Greece, the UK, Belgium, Austria, and Portugal. With its growing number of international flights and enhanced marketing efforts, Denmark is poised to maintain this upward trajectory for the remainder of 2025, reshaping the future of European tourism.
The reasons behind this extraordinary growth can be attributed to Denmark’s strong emphasis on promoting local experiences, sustainability, and its flourishing food scene, which has garnered global attention. From its innovative restaurant culture, led by Noma, to initiatives that reduce carbon footprints, Denmark offers travelers not only a destination but a responsible travel experience that increasingly aligns with modern tourism values.”
Portugal’s Projected Tourist Arrival Growth in 2025
Portugal is expected to see a 2.6% increase in international tourist arrivals in 2025. The distribution of arrivals throughout the year shows consistent growth, with January and February accounting for 9% and 11% of total arrivals, respectively, reflecting Portugal’s steady appeal even during the off-peak months. As the year progresses, the share of arrivals grows, with March reaching 15%, April at 20%, and May at 23%, signaling a strong recovery in tourism. June is expected to see the highest increase at 22%, marking the start of the peak tourist season. This growth trend suggests that Portugal will continue to be a favored destination, with an increasing influx of visitors as the year moves into its warmer months.
Country Guide: Portugal
Top Destinations: Lisbon, Porto, Algarve, Madeira, and the Azores offer a blend of culture, history, stunning landscapes, and beautiful beaches.
Cultural Highlights: Famous for its port wine, Fado music, historic sites like the Tower of Belém, and delicious cuisine including bacalhau and pastéis de nata.
Best Time to Visit: Spring (April–June) and Autumn (September–November) offer mild weather and fewer crowds. Summer (July–August) is peak season.
Travel Tips: Portugal has great public transport, but renting a car is ideal for exploring the Algarve and the islands of Madeira and the Azores.
Analysis of Spain’s Annual Tourism Growth for 2025
Spain has seen a 4.7% growth in international arrivals year-to-date, indicating a healthy and consistent recovery in its tourism sector. The distribution of arrivals by month shows a steady increase as the year progresses. January and February, typically quieter months, accounted for 11% and 12% of the total arrivals, respectively, suggesting that Spain remains an appealing destination even during the off-season. March saw a notable rise to 15%, with a further boost in April to 19%, likely driven by the onset of spring and holiday travel. The most significant jump came in May, with 21% of the total arrivals, marking the beginning of peak tourist season. These figures highlight Spain’s strong tourism performance, with the country benefiting from its year-round appeal, and the rise in arrivals during the spring months aligns with the start of its high tourist season.
Country Guide: Spain
Top Destinations: Madrid, Barcelona, Seville, Costa Brava, and the Balearic Islands offer a mix of culture, history, beaches, and vibrant city life.
Cultural Highlights: Renowned for its cuisine (paella, tapas), festivals (La Tomatina, Running of the Bulls), and stunning architecture, including the Sagrada Familia and Alhambra.
Best Time to Visit: Spring (March–May) and Autumn (September–November) for mild weather. Summer (June–August) is peak tourist season.
Travel Tips: Spain has excellent public transport, but renting a car is ideal for exploring remote areas and the countryside.
Analysis of Belgium’s Annual Tourism Growth for 2025
Belgium has seen a 3.5% year-to-date growth in international arrivals, indicating a steady recovery and strong tourism performance. The distribution of arrivals throughout the year highlights an early and consistent flow of visitors. January and February, typically slower months for tourism, accounted for 14% and 16% of total arrivals, showing that Belgium maintains its appeal even in the off-season. March saw a slight increase to 18%, followed by a significant rise in April, with 26% of arrivals, likely driven by spring events such as the Brussels Spring Festival and Easter tourism. May, however, saw a slight dip to 25%, suggesting that while the peak tourist season is approaching, it was balanced by early summer destinations drawing some of the crowd. These trends suggest that Belgium’s tourism sector is strong throughout the year, with spring and early summer proving to be particularly attractive for international visitors.
Country Guide: Belgium
Top Destinations: Brussels, the capital, is known for its medieval architecture, Atomium, and European Union headquarters. Bruges, a UNESCO World Heritage site, offers canals and cobblestone streets, while Antwerp is famous for its diamond district and fashion scene. Ghent offers a charming blend of history and modernity, and the Ardennes provide stunning natural landscapes for outdoor enthusiasts.
Cultural Highlights: Belgium is renowned for its beer, chocolate, and waffles. The country is also home to famous museums, including the Royal Museums of Fine Arts in Brussels. Belgium hosts numerous festivals, including the Ghent Festival and Tomorrowland, one of the world’s largest electronic music festivals.
Best Time to Visit: Spring (April–June) and autumn (September–November) offer mild weather and fewer tourists. Summer (July–August) is peak season, with festivals and events in full swing.
Travel Tips: Belgium has a well-connected public transportation system, including trains, trams, and buses. Renting a bike is also a great way to explore cities like Bruges and Ghent.
Analysis of Greece’s Annual Tourism Growth for 2025
Greece has seen a modest 0.6% growth in international arrivals year-to-date, reflecting a gradual recovery in its tourism sector. The monthly distribution shows a steady but slow increase in visitor numbers. January and February, typically low-season months, accounted for 7% and 6% of the arrivals, indicating that Greece continues to draw tourists even during the off-season, likely due to its milder climate and historical appeal. March saw an uptick with 8%, and April rose to 14%, as the Easter holidays and spring weather attracted more visitors. May experienced a significant jump, with 25% of the total arrivals, signaling the start of the peak season. June saw the highest share, with 30% of arrivals, reflecting Greece’s full tourist season, driven by warm weather, festivals, and beach vacations. While the growth is modest, these trends suggest that Greece’s tourism industry is maintaining its steady appeal, with a particularly strong surge during the summer months.
Country Guide: G:reece
Top Destinations: Athens, home to ancient landmarks like the Acropolis and Parthenon, is a must-visit for history enthusiasts. The islands of Santorini and Mykonos are famous for their whitewashed buildings, crystal-clear waters, and vibrant nightlife. Crete, Greece’s largest island, offers a mix of stunning beaches and ancient ruins, while Rhodes is known for its medieval town and sunny climate.
Cultural Highlights: Greece is the birthplace of Western civilization, with historic sites like Delphi and Olympia. The cuisine is another highlight, with dishes such as moussaka, souvlaki, and tzatziki. Greece also hosts numerous festivals, including the Athens and Epidaurus Festival, showcasing theatre, music, and dance.
Best Time to Visit: Spring (April–June) and autumn (September–November) offer mild weather and fewer tourists. Summer (July–August) is peak season, especially on the islands, with warm weather and lively events.
Travel Tips: Greece has an extensive public transportation system, with ferries connecting the islands. Renting a car is ideal for exploring the mainland or less touristy islands.
Analysis of Austria’s Annual Tourism Growth for 2025
Austria has experienced a solid 3.2% year-to-date growth in international arrivals, reflecting a strong recovery in the tourism sector. The monthly distribution shows steady growth across the year, with January and February contributing 8% and 7% of the arrivals, respectively, indicating Austria’s appeal during the winter season, especially for ski enthusiasts. March saw a slight increase to 10%, and by April, the share grew to 15%, likely driven by spring visitors exploring cities like Vienna and Salzburg, known for their cultural offerings and vibrant festivals. May marked a notable rise with 20% of the total arrivals, signaling the beginning of peak tourist season, with travelers flocking to Austria’s historic towns and scenic landscapes. These figures suggest that Austria is seeing steady growth, with a significant uptick during its spring and summer months, driven by both winter sports tourism and the allure of its cultural and natural offerings.
Country Guide: Austria
Top Destinations: Vienna, Austria’s capital, is famed for its imperial palaces, classical music, and museums. Salzburg, the birthplace of Mozart, offers stunning baroque architecture and alpine views. Innsbruck is a winter sports haven, nestled in the Tyrolean Alps, while Hallstatt, a picturesque village by the lake, is known for its postcard-perfect scenery.
Cultural Highlights: Austria is known for its rich history in classical music, with composers like Mozart, Beethoven, and Haydn having strong ties to the country. Austrian cuisine, with dishes like schnitzel and strudel, is a must-try. The country hosts world-renowned events such as the Salzburg Festival and Vienna Opera Ball.
Best Time to Visit: Spring (April–June) and Autumn (September–November) offer mild weather and fewer tourists. Winter (December–February) is ideal for skiing and other alpine activities.
Travel Tips: Austria’s public transport system is highly efficient, with trains connecting major cities. Renting a car is ideal for exploring the countryside, particularly the alpine regions.
Analysis of Denmark’s Annual Tourism Growth for 2025
Denmark is set to experience a 6.6% increase in international tourist arrivals in 2025, reflecting a robust recovery and growing appeal as a travel destination. The spread of arrivals across the year shows a consistent upward trend, with January and February contributing 13% and 14% of total arrivals, respectively, indicating steady interest even during the winter months. As the year progresses, the share of tourists increases significantly, with March seeing 18%, followed by April at 25%, and May rising to 30%. The increase in arrivals during these months reflects the country’s seasonal attractiveness, especially as spring sets in. Denmark’s rich cultural heritage, from its medieval castles to modern attractions like the Louisiana Museum of Modern Art, is a strong draw for tourists. The Copenhagen Opera House and Tivoli Gardens remain major highlights for visitors. Additionally, the country’s natural beauty, including the Skagen beaches and the picturesque Fyn region, attract outdoor enthusiasts. The steady rise in arrivals throughout the year and a marked peak in the spring suggests Denmark’s growing status as a top destination for tourists looking to explore both its urban charm and scenic landscapes.
Country Guide: Denmark
Top Destinations: Copenhagen is known for landmarks like Tivoli Gardens and the Little Mermaid. Aarhus is rich in arts and culture. Odense, the birthplace of Hans Christian Andersen, attracts literature lovers. Skagen is famous for its beautiful beaches and nature.
Cultural Highlights: Denmark is renowned for Scandinavian design and its innovative culinary scene, with Noma leading the way. Don’t miss Danish pastries and hygge, the cozy lifestyle central to Danish culture.
Best Time to Visit: Spring (April–June) and Autumn (September–November) offer mild weather and fewer crowds. Summer (July–August) is peak tourist season.
Travel Tips: Denmark has excellent public transport, including trains and buses. Rent a bike to explore Copenhagen and its surroundings.
UK Travel Frozen? Analyzing Tourism Growth in 2025
The United Kingdom’s tourism sector experienced a 0.0% change in international arrivals for 2025, indicating a period of stabilization following the substantial growth observed in previous years. This plateau suggests that while the UK remains a popular destination, the rapid recovery phase post-pandemic has leveled off. However, the 12% growth in 2024 indicates optimism for early decline, driven by factors such as increased international travel and the UK’s appeal as a cultural and business hub. Notably, the UK saw a remarkable 21% increase in international arrivals in 2023, following an extraordinary 389% growth in 2022, reflecting the pent-up demand for travel and the country’s strong tourism infrastructure. Additionally, tourism receipts rose by 12.9%, highlighting that while the volume of visitors stabilized, their spending behavior remained robust, contributing positively to the economy. This trend underscores the importance of not only attracting tourists but also enhancing their spending experiences to maximize economic benefits. Overall, while the UK faces challenges in sustaining rapid growth, its tourism sector demonstrates resilience and potential for continued economic contribution through strategic investments and marketing efforts.
Country Guide: United Kingdom
Top Destinations: London, the capital, offers world-famous landmarks like Big Ben, Buckingham Palace, and the British Museum. Edinburgh enchants visitors with its historic castle and vibrant festivals. Bath is admired for its Roman baths and Georgian architecture. The Lake District captivates with serene lakes and mountain scenery. Belfast and the Giant’s Causeway highlight Northern Ireland’s natural and cultural heritage.
Cultural Highlights: The UK is steeped in history and traditions, from Shakespeare’s theatre in Stratford-upon-Avon to the Beatles’ legacy in Liverpool. Afternoon tea remains a cherished ritual, while pubs serve as both social and cultural hubs. The UK also leads in fashion, music, and literature, offering travellers a chance to immerse themselves in its creative energy.
Best Time to Visit: Spring (April–June) brings blooming gardens and mild weather. Summer (July–August) is peak tourist season, with festivals and long daylight hours. Autumn (September–October) offers colourful landscapes and fewer crowds. Winter (December–February) is quieter, except during Christmas markets and New Year’s festivities.
Travel Tips: The UK has an extensive rail and bus network, making travel between cities convenient. Oyster and contactless cards simplify transport in London. Pack for varied weather, as conditions can change quickly. Driving is on the left side of the road, and rural areas are best explored by car.
Tourism Growth Analysis and Travel Highlights for Top European Destinations in 2025CountryYear-to-Date GrowthJanuaryFebruaryMarchAprilMayJuneDenmark6.6%13%14%18%25%30%N/ASpain4.7%11%12%15%19%21%N/ABelgium3.5%14%16%18%26%25%N/AAustria3.2%8%7%10%15%20%N/APortugal2.6%9%11%15%20%23%22%Greece0.6%7%6%8%14%25%30%UK0.0%12%12%15%19%21%N/A
Denmark has surpassed Spain, Greece, the UK, Belgium, Austria, and Portugal with record tourism growth in the first half of 2025, driven by sustainability, culture, and innovation.
Final Thoughts on European Tourism Trends in 2025
In 2025, the tourism sector across Europe shows varied growth trends, with countries like France, Spain, and Italy continuing to see strong growth, particularly in the spring and summer months. Greece has experienced a more gradual recovery, while Austria and Belgium show steady, consistent growth. The UK presents a more complex scenario, with tourism growth plateauing, despite an increase in economic returns driven by higher spending from visitors.
While the growth has been uneven, the focus on high-value tourists and adapting to changing travel patterns is crucial for maintaining the long-term success of the sector. Understanding the increasing importance of spending per visitor and catering to premium tourists will ensure that these countries can remain competitive and continue to drive growth, even in the face of global challenges. By focusing on these evolving trends, Europe’s tourism sector can continue thriving in the coming years.
