European Tourism Ends 2024 with Record Growth, Off-Season Boom, and Iceland’s Northern Lights Driving Winter Travel Demand

Tuesday, March 18, 2025

European tourism demonstrated significant resilience in the final quarter of 2024, overcoming economic challenges, shifting consumer preferences, and adverse weather conditions.

According to the European Travel Commission (ETC), international arrivals increased by 6.3% compared to 2019 levels and 6.7% year-on-year, while overnight stays rose by 5.9% above 2019 figures.

The latest European Tourism Trends & Prospects Q4 2024 report highlights the sector’s robust performance despite rising travel costs.

Travelers spent €705 billion across Europe in 2024, a 7.8% increase from 2023, with Western Europe accounting for nearly three-quarters of total expenditure.

Off-Peak Travel Gains Popularity

European tourism saw stronger arrivals and overnight stays in autumn and winter, reflecting a growing trend toward value-for-money off-peak travel.

Tourists increasingly sought destinations with milder weather and lower prices, while extreme summer temperatures in Southern Europe encouraged travelers to shift their trips to cooler months.

Southern Europe Slows While Iceland Booms

Following a strong summer season, several Southern and Mediterranean destinations saw moderate growth in Q4.

Portugal, Greece, Serbia, and Montenegro recorded slower performance, though still above pre-pandemic levels. Italy, however, bucked the trend, with a 5.9% increase in arrivals and 10% growth in overnight stays compared to 2019.

Iceland emerged as the fastest-growing winter destination, reporting a 14% increase in arrivals over 2019, fueled by strong demand from Germany, the Netherlands, Italy, and the UK.

The surge in visitors was driven by heightened solar activity, drawing travelers eager to experience the Northern Lights.

Extreme Weather Disrupts Travel

Severe storms, flooding, and snowfall disrupted travel across France, Germany, Spain, and the UK, leading to flight cancellations and delays.

Valencia, Spain, saw arrival growth slow to 4.2% in November and decline by 6.3% in December due to heavy flooding, despite strong overall performance throughout the year.

Long-Haul Travel Recovery Lags

Although European travel continues to rebound, long-haul travel remains below 2019 levels by 5%. The Asia-Pacific market, particularly China, continues to struggle due to limited flight connectivity and strict visa requirements.

Chinese arrivals to Europe are 39.6% below pre-pandemic levels as travelers opt for regional destinations over long-haul trips.

Meanwhile, US transatlantic travel played a crucial role in sustaining Europe’s post-pandemic recovery, with 22 out of 27 reporting destinations surpassing 2019 levels in American visitor arrivals.

Türkiye (+153%), Portugal (+91%), Lithuania (+67%), and Montenegro (+49%) saw the most significant increases. However, inflation risks and economic uncertainty in the United States could impact future travel demand.

Looking Ahead: 2025 European Tourism Outlook

Despite geopolitical and economic uncertainties, Europe’s tourism sector remains resilient, with off-season travel, sustainable tourism, and evolving consumer preferences shaping demand.

According to ETC President Miguel Sanz, strategic investments in diversified tourism offerings will be key to ensuring continued growth and competitiveness in 2025.



Image: European Travel Commission