In the first quarter of 2025, Europe experienced a significant welcome for international tourists, with approximately 125 million visitors arriving, according to the United Nations’ World Tourism Barometer. This figure represents a 2% increase from the same timeframe in 2024, as well as a notable 5% rise compared to pre-pandemic levels from early 2019. Such statistics underscore a recovering tourism sector, which is gradually regaining its ground following the disruptions caused by the pandemic. The growth reflects a reinvigorated interest in travel across Europe, as countries adapt to the post-COVID landscape and implement new tourism strategies.
Particularly in Southern Mediterranean Europe, there has been a modest rise in tourist arrivals, with an overall increase of 2%. This suggests a burgeoning demand for off-season travel, which has allowed various locations to attract visitors during months that traditionally see fewer tourists. Meanwhile, Central and Eastern Europe exhibited a more robust performance, with an 8% uptick in visitor numbers compared to 2024. Notably, destinations in the Baltic region have especially captured the attention of tourists. However, despite these promising increases, visitor numbers in this subregion remain slightly below the figures recorded in 2019, indicating room for further recovery.
Among various EU nations, Lithuania led the charge in international arrivals, boasting a remarkable 21% increase, followed closely by Malta at 19% and Latvia with a 16% rise. Finland’s tourist numbers surged by 15%, while Spain reported a modest 6% increase. In contrast, some countries like Luxembourg, Ireland, Sweden, and Belgium are still grappling with lower tourist arrivals compared to their pre-pandemic figures in 2019. This disparity highlights the varying levels of recovery across the EU, influenced by factors such as destination appeal and marketing strategies.
Despite the seemingly positive trends in international tourism, experts have voiced concerns regarding broader economic factors that could influence the sector’s performance in 2025. Main challenges identified include slower economic growth, rising travel expenses, and increased tariffs. A survey conducted by the UNWTO Panel of Experts revealed that a quarter of respondents believe ongoing trade tensions could significantly affect tourism performance, indicating that external economic conditions may linger as potential obstacles to sustained growth in the industry.
On a more optimistic note, Spain, recognized as the world’s second-largest tourism earner, indicated a 9% growth in visitor spending during January and February compared to the same period in 2024. This follows a consequential 16% growth in 2024, reflecting a robust rebound in the tourism sector. France also maintained a positive trend with a 6% increase in its international tourism income, while Denmark embraced an 11% growth in the first quarter of 2025. Other notable countries including Greece, Italy, and Portugal reported a stable 4% rise in tourism profits during this time, showcasing a collective effort in rejuvenating the tourism industry across Europe.
As the tourism landscape evolves, the resilience of the sector will be tested against economic fluctuations and emerging challenges. While countries like Spain, France, and Denmark report encouraging growth figures, the broader economic context, including rising costs and trade tensions, looms over the industry. Adapting to these dynamics will be key for European nations as they work to consolidate their recovery in tourism and position themselves attractively for international travelers in the months ahead, ensuring a sustainable and profitable future for one of Europe’s most vital economic sectors.
