Full Breakdown
Europe Poised for Tourism Surge to 2036, Accor Report Finds
By Drooid · · How we work
In this breakdown
01
Core Forecast: Europe’s Tourism Growth Through 2036
A report commissioned by hospitality group Accor and based on forecasts from Tourism Economics projects that Europe will remain the world’s leading travel destination over the next decade. In 2025 the continent received 810 million international visitors— 53 % of global arrivals. Inbound visitor spending is expected to rise from €825 billion in 2026 to more than €1.3 trillion by 2036, a gain of over 64 %. Accommodation nights are forecast to increase by more than 1.6 billion each year, adding roughly 32 % to the total number of stays across Europe.
02
Fastest-Growing Markets
Among the 15 small- and medium-sized markets examined, Cyprus is projected to rank fifth for growth in international overnight stays, with a 75 % increase between 2026 and 2036—well above the 42 % European average. Romania (+82 %), Hungary (+80 %) and Latvia (+83 %) are also expected to outpace the continent-wide rate. Other notable performers include Lithuania (+72 %), Croatia (+68 %) and Estonia (+65 %).
03
Visitor Spending and Economic Impact
The report estimates that the surge in tourism will translate into higher expenditure across several categories: food and beverage spending is projected to grow by more than 72 %, retail purchases by nearly 70 %, and leisure, cultural and sporting activities by over 66 %. Business travel is expected to increase by 50 %, outpacing the 39 % rise forecast for leisure tourism. However, the analysis cautions that higher overnight-stay totals do not automatically guarantee proportional revenue gains, as overall returns will depend on visitor spending patterns and length of stay.
04
Drivers of Growth
Accor attributes the expanding demand to improved transport connectivity, rising international mobility and greater visibility of tourism authorities. Arrivals from the Middle East are forecast to rise by 93 % and from the Asia-Pacific region by 88 % by 2036, reflecting rising incomes, expanding middle classes and expanding air networks. The continent’s compact geography, which allows travelers to combine multiple countries and experiences in a single trip, is also highlighted as a key advantage.
05
Outlook and Implications
If the forecasts materialize, Europe’s tourism sector will become even more diversified, with smaller, lesser-known destinations gaining market share alongside traditional powerhouses such as Spain, France, Italy and the United Kingdom. The projected spending growth could bolster related industries—hospitality, retail and cultural venues—while also prompting further investment in transport infrastructure and marketing to sustain the anticipated influx of long-haul visitors.