Malta, Slovakia, and Ireland Led Europe’s Summer Tourism Growth
International arrivals rose 3% across Europe this summer as the EU unveiled a strategy to spread visits more evenly throughout the year.
Photo: Martin Katler / Unsplash
International arrivals to Europe rose 3% this summer compared with the same period in 2025, with Malta, Slovakia, and Ireland among the fastest-growing destinations. The European Travel Commission’s latest quarterly report also points to a longer tourism season, as more visits take place outside the summer peak.
Northern Europe led regional growth, with arrivals up 6.2% and overnight stays up 7.2%. Among individual destinations, Malta recorded an 18% increase in arrivals, followed by Slovakia at 15%, Ireland at 13% and Poland at 11%. Those gains came from smaller visitor bases than in Spain, France and Italy, where arrivals rose 5%, 3% and 1%, respectively.
The European Commission unveiled its Sustainable Tourism Strategy on November 4. Its goals include helping destinations manage crowds and attract visitors year-round, spreading tourism revenue across more months and regions. The strategy also calls for better data access and training for tourism businesses and destination managers.
The ETC expects the gap between the share of visits in Europe’s quietest quarter and its busiest to narrow to 20.4 percentage points in 2027, down from an average of 22.5 points in 2010–15. Central and Eastern Europe is seeing the clearest shift toward year-round travel, while Mediterranean destinations are posting the strongest growth in winter demand, albeit from a lower base.
“A longer tourism season can deliver more balanced benefits across Europe, supporting local economies and communities beyond the summer peak,” said Miguel Sanz, president of the European Travel Commission.
For advisors planning winter trips, the report points to a market where clients may book later and pay closer attention to total trip costs. The ETC expects higher energy prices and tighter household budgets to make travelers more price-sensitive into early 2027, favoring destinations that are easy to reach and offer good value. It also warns that Middle East airspace restrictions could mean longer flights and higher operating costs on routes between Europe and Asia.
