The European Travel Commission’s latest European Tourism: Trends & Prospects quarterly report shows international tourist arrivals in Europe up 5.0% year to date in 2026, while overnight stays increased by 4.8% compared with the same period of 2025. Almost 80% of reporting destinations recorded growth, with the largest reported increases in arrivals in Greece, Italy and Malta. The report also notes weaker performance in Cyprus and Türkiye, linked in part to conflict-related disruption and aviation impacts. Looking ahead, travellers are placing greater weight on affordability, safety, nearby destinations and shoulder-season travel, while sustainability is becoming a more visible consideration in trip planning. These findings may help tourism authorities, destination managers and businesses adapt strategies to shifting demand and more balanced visitor flows.

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