Knowledge documents
09 March 2026
Destination Europe – Where to from here?
Knowledge documents
09 March 2026
Adventure tourism
Coastal, maritime and inland water tourism
Cultural tourism
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Europe has long been the world’s most visited region – a mosaic of iconic cities, quiet villages, ancient cultures, and striking landscapes that continues to capture the imagination of travellers and those yet to join their ranks. Yet its long-standing leadership can no longer be taken for granted.
Statista
Booking.com
Booking.com
Topics
Albania
Armenia
Austria
Belgium
Bosnia and Herzegovina
Bulgaria
Croatia
Cyprus
Czechia
Denmark
Estonia
EU-27
Finland
France
Georgia
Germany
Greece
Hungary
Iceland
Ireland
Italy
Kosovo
Latvia
Liechtenstein
Lithuania
Luxembourg
Malta
Moldova
Montenegro
Netherlands
North Macedonia
Norway
Poland
Portugal
Romania
Serbia
Slovakia
Slovenia
Spain
Sweden
Switzerland
Türkiye
Ukraine
Other
Academic / Research and VET Institutions
Business Support Organisation
Company with 250 or more employees
Cluster Organisations
Consumer Organisations
Cultural and Heritage Organisations
Destination Management & Marketing Organisations
EU Institutions
Financial Institutions and Investors
Industry Associations and Chambers of Commerce
International Organisations
Local Authorities
Media / Journalist Organisations
National authorities
Networks and Federations / Confederations
NGOs / Non-profits
Notified Bodies
Regional Authorities
SMEs (a company with less than 250 employees)
Social Economy Entity
Trade Unions
Other
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Specific types of tourism
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Adventure tourism
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Coastal, maritime and inland water tourism
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Cultural tourism
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Ecotourism
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Education tourism
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Festival tourism
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Gastronomy tourism
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Health and medical tourism
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MICE tourism
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Mountain tourism
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Religious tourism
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Rural tourism
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Sports tourism
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Urban/city tourism
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Wellness tourism
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Transition Pathway Strategic Areas
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Best practices, peer learning and networking
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Changes in tourism demand and opportunities
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Circularity of tourism services
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Coordinated information on travelling
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Cross-border travelling
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Digitalisation of tourism SMEs and destinations
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Governance of tourism destinations
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Multimodal travelling
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Tourism strategies
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Business activities
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Activities of amusement parks and theme parks
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Activities of associations and other organisations supporting tourism
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Air passenger transport
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Camping grounds, recreational vehicle parks and trailer parks
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Events catering and other food services
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Festivals, cultural and entertainment activities
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Gardens and nature reserves activities
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Holiday Housing / Apartments and other short stay accommodation
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Hotel and similar accommodation
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Mobile beverage services
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Mobile food services
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Museums
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Operation of historical sites
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Other
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Other accommodation
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Other amusement and recreation activities
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Other food and beverage services
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Other holiday reservation services
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Other tourism transportation activities
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Rail Passenger transport
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Recreational and sport activities
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Restaurants, cafes and bars (Food and Beverage serving activities)
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Road passenger transport
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Tour operator activities
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Travel agency activities
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Water (sea, coastal and inland) passenger transport
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Global competition for long-haul visitors is intensifying, while traveller expectations are evolving in an experience-driven travel economy. New research conducted by Statista in partnership with Booking.com shows that travellers increasingly approach Europe not as a single destination, but as a collection of diverse places and experiences that they discover online long before their journey begins.
At the same time, Europe’s tourism sector remains a cornerstone of the regional economy, contributing around 10% of GDP and supporting millions of jobs across the continent. Ensuring its long-term competitiveness therefore requires enabling travellers to discover and navigate Europe’s diversity more easily, while supporting destinations in developing authentic experiences that benefit both visitors and local communities.
This issue brief explores how Europe can strengthen its position in the global tourism landscape by making its diversity more visible, improving digital discovery and connectivity, and unlocking opportunities in nature-based and regional tourism.
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