By Salma El-Sakka
Europe will remain the “powerhouse of the global travel industry” through 2036, according to a new report from hospitality group Accor based on Tourism Economics forecasts.
Visitor numbers and spending surge
The continent welcomed 810 million international visitors in 2025, accounting for 53 percent of global arrivals. Inbound visitor spending is projected to rise from €825 billion in 2026 to more than €1.3 trillion by 2036, while accommodation nights are expected to increase by over 1.6 billion annually over the next decade.
Emerging destinations outpace average growth
Romania, Hungary, and Latvia are forecast to exceed the European average for international accommodation growth, with increases of 82 percent, 80 percent, and 83 percent respectively. France is also set to become the continent’s leading business travel hub, with 89 percent growth over the next ten years.
Middle East and Asia-Pacific drive demand
Arrivals from the Middle East are predicted to grow by 93 percent, while Asia-Pacific arrivals will rise by 88 percent. Improved transport connectivity, increased international mobility, and more visible tourism authorities are cited as key drivers.
Diversity and compact geography cited as strengths
Accor emphasized that Europe’s strength lies in its diversity, offering a mosaic of landscapes, languages, and cultures within a compact geography that allows travelers to combine multiple countries and experiences in a single journey. The report predicts that smaller, lesser-known markets will become more accessible, further enriching the continent’s tourism appeal.
