Greece and Italy recorded the strongest tourism growth in Europe in the first half of 2026, according to the latest report from the European Travel Commission. Greece topped all reporting destinations, with international arrivals rising 38 per cent and tourism spending surging 64.3 per cent. The sharp increase in spending indicates visitors are spending significantly more per trip.
Italy followed with a 21 per cent rise in arrivals, though spending grew more modestly at 4.3 per cent. Malta ranked third, posting a 16 per cent increase in arrivals. The gains come despite weaker consumer confidence, higher costs and disruption caused by the Middle East conflict.
The European Travel Commission’s European Tourism: Trends & Prospects report shows international arrivals to Europe rose 5.0 per cent year-on-year in the second quarter, while overnight stays increased 4.8 per cent. Nearly 80 per cent of reporting destinations recorded growth, with about one in five posting double-digit increases. Northern Europe led all subregions, with arrivals up 10.0 per cent and overnight stays up 8.4 per cent.
Central and Eastern Europe also performed strongly, recording a 5.2 per cent rise in arrivals. Southern and Mediterranean Europe delivered the largest volume gains, driven by Malta, Greece, Italy, Portugal and Spain. Not all destinations shared the recovery.
Cyprus suffered the steepest decline, with arrivals falling 17.9 per cent, partly due to the timing of Easter and concerns about its proximity to the Middle East conflict. Türkiye recorded a 2.1 per cent drop in arrivals. Air travel reflected the disruption.
European Revenue Passenger Kilometers rose 7.0 per cent in the first quarter before slowing to just 1.0 per cent growth in April as long-haul routes were affected. Affordability is playing a growing role in travel decisions. In the latest Travel Industry Monitor survey, 48 per cent of Europeans cited affordability and value as a top opportunity for European tourism in the second quarter, up from 32 per cent in the first quarter.
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