Europe welcomed 125 million international tourists in the first three months of 2025, according to the United Nations’ World Tourism Barometer.
This marks a 2% increase compared to the same period in 2024 and a 5% rise compared to the pre-pandemic figures from the same period.
International tourist arrivals also increased by 5% between January and March 2025 compared to the same period in 2024.
The most recent study by the UN World Tourism Organisation tracked which countries earn the most through tourism and the most visited destinations at the beginning of 2025.
In Southern Mediterranean Europe, arrivals increased by 2%, reflecting growing demand for off-season travel to some destinations.
Central and Eastern Europe also experienced an 8% increase in visitor numbers compared to 2024, particularly in Baltic destinations.
However, the overall visitor numbers in this subregion still remain somewhat below the levels seen in 2019.
Lithuania (+21%), Malta (19%), Latvia (16%), Finland (+15%), and Spain (+6%) reported the highest increases in international arrivals among EU destinations in the first three months of the year.
In contrast, Luxembourg, Ireland, Sweden, and Belgium saw fewer international tourists arriving in these countries compared to 2019.
Which EU countries are earning the most from tourism?
Despite these positive trends in international tourism, experts are concerned about economic factors, including weaker economic growth, high travel costs and the increase in tariffs.
These are seen as the three main challenges that could impact international tourism in 2025.
According to a survey by the UNWTO Panel of Experts, a quarter of respondents anticipate that trade tensions could have an impact on tourism performance in the near future.
Yet, Spain, the world’s second-largest tourism earner, reported a 9% growth in visitor spending between January and February, compared to the same two months in 2024.
This follows a significant 16% growth in 2024.
France experienced a 6% rise in international tourism income, while Denmark saw an 11% increase in the first quarter of 2025.
Greece, Italy, and Portugal also reported a 4% rise in tourism profits during this time.
