WTTC: European tourism could grow by 3.1% in 2026, but eight changes are needed for long-term competitiveness
Europe remains the world's leading tourist region, but the WTTC warns that its future growth depends on investments, better transport connectivity, digitalization, and attracting guests from remote markets.
The European travel and tourism sector could grow by 3.1% in 2026, significantly above the expected 1.1% growth of the European economy. According to the latest data from the World Travel & Tourism Council (WTTC), the sector contributed nearly three trillion US dollars to the European economy last year and supported 40.7 million jobs.
At the 26th WTTC Global Summit, held from October 7 to 9 in Valletta, Malta, a report titled Travel & Tourism in Europe: A Deep Dive Into Growth, Outlook and Policy was presented, which sets out eight strategic priorities for strengthening the competitiveness of European tourism.
Europe attracts half of the world's tourists, but it depends too much on its own market
In 2025, Europe recorded 757.3 million international tourist arrivals with overnight stays, accounting for 49.1% of the global total. However, 74.3% of international arrivals were travellers from European countries.
The slow recovery of remote markets is particularly concerning. Arrivals from China are still 43.2 % below the pre-pandemic level, while Japan and South Korea are lagging behind by approximately 30 %.
The WTTC therefore recommends stronger promotional activities in Asia and other remote regions, simpler visa procedures and faster introduction of digital Schengen visas.
Eight priorities that should shape European tourism
In addition to diversifying source markets and facilitating travel, the WTTC highlights six additional areas of action: increasing investment, sustainable development, responsible destination management, workforce development, the application of artificial intelligence, and better transport connectivity.
The issue of investment is particularly highlighted. The European tourism sector attracted 259 billion dollars in investments in 2025, which is 7.1 % more than a year earlier, but still less than in 2019.
The organization proposes that tourism be given a stronger position in the future EU budget for the period 2028-2034, including easier access to funding for small and medium-sized businesses.
What do the WTTC recommendations mean for the Adriatic region?
For Croatia, Slovenia, Montenegro and other countries in the region, the transport accessibility, seasonality and climate adaptation are particularly relevant.
Mediterranean destinations account for 52.2% of total international visitor spending in Europe, but are exposed to high temperatures and pressure on water resources. For this reason, WTTC advocates investment in infrastructure, more efficient resource management and spreading tourism throughout the year.
For travel agencies, hotels and tour operators, opportunities are opening up to develop products outside the main season, attract distant markets, and use artificial intelligence for sales and demand management.
Better flight and rail connections could further improve access to regional destinations and reduce their dependence on a few of the largest source markets.
By 2036, Europe could exceed one billion international arrivals
WTTC predicts increase in international arrivals in Europe to 1.14 billion by 2036. The economic contribution of tourism could reach 3.8 trillion dollars, with more than 50 million jobs.
But the organization warns that success will depend on the decisions that governments make today. The future competitiveness of European tourism will not be measured solely by the number of guests, but by the ability of destinations to increase the economic value of tourism while preserving the quality of life for the local population.
