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Europe will remain the “powerhouse of the global travel industry” over the next decade, a new report has said.
According to research from hospitality group Accor, Europe’s tourist appeal will continue to grow significantly through to 2036.
Europe welcomed more international visitors than any other region in 2025, with 810 million visitors – 53 per cent of all international tourists globally.
The Accor analysis of Tourism Economics forecasts in June 2026 considered travel to 47 countries by visitor stays, spending and arrivals.
“The Changing Face of Europe’s Tourism Map to 2036” found that inbound visitor spending could rise from €825 billion (£691bn) in 2026 to more than €1.3 trillion (£1.1tn) in 2036.
Tourism Economics forecasts that Europe will increase accommodation nights annually over the next decade by more than 1.6 billion.
Accor added that future demand will spread more widely across destinations beyond traditional tourism hotspots.
Among destinations to watch, Romania (+82 per cent), Hungary (+80 per cent) and Latvia (+83 per cent) are forecast to outperform the European average for international accommodation growth.
Arrivals from the Middle East are predicted to increase by 93 per cent over the next decade, while arrivals from Asia-Pacific will rise by 88 per cent.
Improved transport connectivity, increased international mobility, and more visible tourism authorities are expected to drive growing demand for European travel.
The report added that Europe’s “compact geography” allows travellers to combine several countries, cities and experiences in one journey.
Accor said: “Europe’s strength as a tourism destination is in its diversity. Few regions can offer such a diverse tourism proposition within a relatively compact geography.
“From global gateway cities to beach destinations, ski resorts, cultural destinations, national parks, heritage tourism, food tourism or festivals, its enduring interest lies in its infinitely varied mosaic of landscapes, languages and cultures.
“So, while its current established destinations will continue to grow and attract visitors from across the globe, it is fitting that the next decade of growth will see the continent become even richer and more diverse as smaller, lesser-known markets become more accessible, and the continent welcomes a more complex tapestry of international visitors.”
Read more: These are the most tourist-dense places in Europe with visitors outnumbering locals