WTTC: Europe attracted a third of global holiday spending
Europe attracted around 2 trillion dollars in leisure travel spending in 2025. The WTTC expects growth to continue into 2026, with Italy, Spain and Turkey expected to be among the main drivers of demand.
Europe still holds an exceptionally strong position in the global leisure travel market. According to new data from the World Travel & Tourism Council (WTTC), in 2025 every third dollar spent on leisure travel globally went to European markets.
Global spending in that segment reached US$6.15 trillion, 3.51 per cent more than a year earlier. Leisure travel accounts for as much as 80.5 per cent of total global tourism spending. Europe attracted around US$2 trillion of that amount.
Mediterranean markets still carry a large share of demand
France, Spain, Italy and Turkey remain among the markets that WTTC specifically highlights due to strong international demand, good transport connectivity, and a wide tourism offering.
During 2025, spending on leisure travel in France rose by 3.6%, in Spain by 2.6%, and in Italy by 2.2%. The trend builds on the strong demand that was already evident during the previous year. As early as May 2025, Reuters, citing the WTTC, reported that international tourism spending in Europe was expected to grow strongly.
For tourism industry Crucial to this is the shift in focus from the sheer number of arrivals to the value that travellers leave in the destination. High spending gives hotels, DMCs, agencies and transport providers room to develop higher value-added products, but at the same time it increases pressure on capacity and infrastructure in the most sought-after destinations.
Italy could lead growth in 2026.
The WTTC expects European leisure spending to grow by 3.71% in 2026, above the globally forecast 3.11%. The fastest growth among the highlighted markets is expected in Italy at 4.71%, followed by Spain at 4.31% and Turkey at 4.11%, while France is forecast at 2.61%.
Such development further confirms the business importance of the Mediterranean. However, continued growth will increasingly depend on the availability of transport and accommodation capacities, infrastructure, and the ability of destinations to manage demand throughout the entire year, rather than just at the summer peak. The WTTC itself also warns that forecasts for 2026 depend on economic and geopolitical conditions, including inflation, energy prices, and consumer behaviour.
