France Joins Spain, Greece, Portugal, and More as Unstoppable Tourism Kings in a Record Travel, Hotel, and Spending Boom
Europe Enters a New Tourism Era
In recent years, Europe has witnessed a remarkable resurgence in tourism, marking a significant shift in the continent’s travel landscape. As of 2024 and 2025, international arrivals and overnight stays have not only rebounded but have surpassed pre-pandemic levels. The European Union’s tourist accommodations recorded over 3 billion overnight stays in 2024, with a slight increase to approximately 3.08 billion in 2025. This growth is indicative of a broader trend, with international tourist arrivals estimated at around 758.6 million in 2024, reflecting a 5% increase from the previous year.
The European Travel Commission has highlighted that foreign arrivals to European destinations were about 6.3% above 2019 levels by late 2024. This surge in tourism spending reached approximately €705 billion in 2024, with EU residents alone contributing an estimated €618 billion to tourism trips both domestically and abroad. This newfound vigor in the tourism sector has positioned Europe as a competitive powerhouse, with countries like France, Spain, Greece, and Portugal emerging as the leading players in this booming market.
Spain: The Volume and Hotel Kings
Spain has solidified its status as a tourism giant, boasting record-breaking international arrivals and impressive hotel market performance. According to the official FRONTUR survey from Spain’s INE, the country welcomed 93.8 million international tourists in 2024, marking a 10.1% increase from 2023. This achievement places Spain among the top global destinations, trailing only France in terms of arrivals.
Visitor spending has also seen a significant uptick, with international tourist expenditure reaching approximately €126 billion in 2024, a 16% increase from the previous year. The hotel sector in Spain has thrived, with an average Revenue Per Available Room (RevPAR) of €118.26 in 2024, reflecting an 11.5% year-on-year increase. This growth has attracted substantial investment, with around €3 billion recorded in hotel investments across 147 asset deals in 2024, confirming Spain as Europe’s largest hotel investment market.
France: The World’s Most Visited Country
France continues to reign as the world’s most visited nation, welcoming around 102 million international arrivals in 2024. This influx was further amplified by the Paris 2024 Olympic Games, which showcased the country on a global stage. The revenue generated from tourism reached a staggering €77.5 billion, marking a 9% increase from 2023.
The hotel market in France has been significantly impacted by event-driven demand, particularly during the Olympics, where occupancy rates soared above 80%. Outside of Paris, hotel RevPAR rose by approximately 12.4% in July and 17.2% in August, showcasing the ripple effect of major events on regional tourism.
Greece: Revenue Intensity and Hotel Profitability
Greece has emerged as a leader in revenue intensity and hotel profitability, welcoming 40.7 million foreign visitors in 2024—a 12.8% increase from 2023. This growth has translated into total tourism revenues of €21.7 billion, marking a record for the country. The significance of tourism in Greece’s economy is profound, with direct tourism GDP estimated at about €30.2 billion, representing 12.7% of national GDP.
The hotel industry in Greece has also thrived, with total hotel turnover reaching €11.5 billion in 2024. The four and five-star segments have particularly excelled, with occupancy rates averaging between 85% and 92% during peak months. Investment in the hotel sector has been robust, with over €1 billion estimated in 2024, including a focus on sustainability projects.
Turkey: A Regional Tourism Giant
Turkey has positioned itself as a significant player in the European tourism landscape, hosting approximately 52.63 million foreign tourists in 2024, a 6.95% increase from the previous year. The tourism revenue for the same year amounted to about $61.1 billion, showcasing Turkey’s ability to attract both volume and value.
The country’s strategic location between Europe and Asia has made it a popular destination, with major source markets including Russia, Germany, and the United Kingdom. Turkey’s competitive pricing and extensive coastal resort regions have further solidified its status as a regional tourism giant.
Portugal: The Golden Era of Tourism
Portugal has joined the ranks of tourism leaders through record arrivals and higher receipts. In 2024, the country welcomed around 29 million international visitors, a 9.3% increase from 2023. Tourism receipts reached approximately €27.7 billion, reflecting a growing macroeconomic importance.
The WTTC has described Portugal’s trajectory as entering a golden era, with international visitor spending projected to reach roughly €33.1 billion in the near future. This growth has been supported by a deliberate positioning towards higher-value tourism, emphasizing the importance of sustainability and quality experiences.
Malta: The EU’s Fastest-Growing Destination
Malta has emerged as the EU’s fastest-growing tourism destination, surpassing the four-million mark in inbound tourists in 2025. This growth is attributed to a long-term tourism strategy aimed at attracting higher-value visitors while enhancing sustainability. Total tourist expenditure exceeded €3.9 billion in 2025, marking an 18.6% year-on-year rise.
The country has recorded the highest share of foreign overnight stays in the EU, with non-residents accounting for 93.6% of all tourist nights. This performance underscores Malta’s appeal as a destination for international travelers.
Latvia: Fast-Growth in Central-Eastern Europe
Latvia, particularly its capital Riga, has joined the ranks of emerging tourism winners in Central-Eastern Europe. Riga recorded around 1.1 million visitors in 2024, a 15.8% increase from the previous year. The country has been recognized for its strong air connectivity and competitive pricing, making it an attractive destination for travelers.
In 2025, Latvia continued to show impressive growth, with foreign arrivals and overnight stays both rising around 20% year-on-year. This momentum positions Latvia as one of the EU’s fastest-growing destinations.
Poland: A Growth and Seasonality Champion
Poland has distinguished itself by combining rapid growth with balanced seasonality. In 2024, the country hosted approximately 38.8 million guests, marking a nearly 6% increase from 2023. The government has set ambitious goals for tourism to reach about 9% of GDP by 2030, aligning infrastructure and promotion strategies accordingly.
Poland’s diverse international source markets have contributed to its growth, with significant increases in visitors from the United States and Spain. The country’s balanced seasonality has positioned it as a major tourism destination with consistent demand throughout the year.
Italy: A Volume Giant and Stable Leader
Italy remains a volume giant in the tourism sector, with inbound arrivals estimated at about 88.26 million in 2024. The country has maintained its position among the world’s top four destinations, with total overnight stays reaching around 458.4 million.
Major cities like Rome and Milan have seen strong demand for both leisure and business travel, contributing to Italy’s stable growth in the tourism sector. The country continues to attract a significant share of outbound travel from EU residents, reinforcing its status as a key player in European tourism.
The Hotel Market: Joining the Winners’ Circle
Southern Europe has emerged as a leader in hotel pricing, with RevPAR growth close to 9.8% in 2024. Greece has taken the lead in revenue per room, while Spain has excelled in hotel investment and performance. France has set new benchmarks for average daily rates (ADR) during major events, showcasing the potential for event-driven tourism.
As these countries reshape Europe’s tourism map, the center of gravity is shifting south and east, while traditional giants like France, Spain, and Italy continue to play a pivotal role in the continent’s tourism narrative.
