Europe remains the dominant force in global leisure travel, accounting for one-third of all worldwide leisure spending in 2025, according to the World Travel & Tourism Council's (WTTC) 2026 Economic Impact Research. The continent generated $2 trillion in leisure travel expenditure, underscoring its enduring appeal as summer travel peaks across the region.
Southern European destinations continue to outperform global averages, driven by robust international demand, diversified source markets, and strong air and rail connectivity. Italy, Spain, Türkiye, and France are the standout performers, with leisure spending growth of 2.2%, 2.6%, and 3.6% respectively in 2025 (figures for Türkiye not specified in the original).
Outlook for 2026: Europe to outpace global growth
The WTTC projects Europe's leisure travel spending will expand by 3.7% in 2026, surpassing the global average of 3.1%. Italy is expected to lead with a 4.7% increase, followed by Spain at 4.3%, Türkiye at 4.1%, and France at 2.6%. This momentum reflects shifting travel patterns, with travellers redirecting demand from other regions to Southern Europe, partly due to geopolitical and economic factors.
Gloria Guevara, WTTC President & CEO, commented: "With summer travel at its peak, Europe continues to set the pace for global leisure tourism, capturing one-third of all spending worldwide and demonstrating the strength, diversity, and resilience of its tourism sector."
The sustained growth is not uniform across the continent. While Southern Europe thrives, other regions face challenges. For instance, UK travel spending has declined for five consecutive months as domestic staycations gain ground, highlighting a divergence within Europe's travel landscape.
For travel professionals, the data reinforces the importance of Europe as a core market. Airlines, hotel groups, and tour operators should note the strong performance of Mediterranean hubs. For example, Atlas Ocean Voyages is expanding its Europe 2028 programme with 37 expedition cruises, capitalising on the region's appeal. Similarly, river cruise operators are enhancing offerings, such as Uniworld adding free hotel nights to 2027 Europe river cruise bookings.
Connectivity remains a key driver. Major carriers like Lufthansa, Air France-KLM, and IAG continue to add capacity on routes into Southern Europe, while high-speed rail networks in Spain and Italy provide seamless intercity links. The WTTC emphasises that continued investment in infrastructure and sustainable tourism management is critical to maintaining Europe's competitive edge.
As the industry looks ahead, the WTTC's findings offer a clear signal: Europe's leisure travel sector is not only resilient but also a growth engine. For hoteliers, destination marketers, and travel technology providers, aligning strategies with these trends—such as focusing on Southern European gateways and promoting shoulder-season travel—will be essential to capturing a share of this $2 trillion market.
