Europe remains the world’s dominant leisure travel market, according to new data from the World Travel & Tourism Council (WTTC). The continent captured one-third of all global leisure travel spending in 2025, pulling in $2 trillion (€1.72 trillion) out of a worldwide total of $6.15 trillion (€5.31 trillion). That global figure rose 3.5% year-on-year and represented 80.5% of all travel expenditure, which also includes business trips and visits to family.
The WTTC’s economic impact report projects that European leisure travel spending will grow by 3.7% in 2026, outpacing the global average of 3.1%. Southern Europe is set to lead the charge, with Italy expected to see a 4.7% increase in leisure travel receipts, followed by Spain at 4.3%, Türkiye at 4.1%, and France at 2.6%.
“With summer travel at its peak, Europe continues to set the pace for global leisure tourism, capturing one-third of all spending worldwide and demonstrating the strength, diversity and resilience of its tourism sector,” said Gloria Guevara, president and CEO of the WTTC. “Southern Europe remains the engine of this growth. Destinations such as Spain, Italy, France and Türkiye continue to attract strong international demand thanks to their unique visitor experiences, excellent connectivity and competitive tourism offerings.”
The report suggests Europe’s appeal is not just a seasonal spike. Guevara added that the continent’s outlook for 2026 points to continued leadership in global travel and tourism, driven by a mix of cultural heritage, infrastructure investment and evolving traveller preferences. This aligns with broader trends noted by industry analysts, such as a growing emphasis on cultural immersion over passive sightseeing.
Where to go: Italy, Spain, Türkiye and France
For travellers looking to turn these statistics into an itinerary, the four standout countries offer distinct experiences. In Italy, Florence has been named the top city in Europe by Travel + Leisure’s 2026 Best Cities awards. The Tuscan capital, birthplace of the Renaissance, invites visitors to explore the Boboli and Bardini Gardens—an open-air museum of fountains, grottoes and statues behind the Pitti Palace, once the seat of Medici power. Art lovers can spend hours in the Uffizi Gallery, which houses ancient sculptures and paintings dating back to the Middle Ages, including Medici busts. Entry starts at €25, with free admission for under-18s, university students, teachers and people with disabilities. For a hearty meal, the no-frills trattoria Alla Vecchia Bettola is a local favourite for the classic Florentine steak.
Spain, meanwhile, was the most searched-for and booked destination in Europe, according to a recent study by Amadeus Travel Intelligence and UN Tourism. Beyond the well-trodden paths of Barcelona and Madrid, the Andalusian port city of Cádiz offers a deep dive into history—it is western Europe’s oldest continuously inhabited city, with roots stretching back 3,000 years. Its beaches, such as La Caleta, provide golden sand and calm waters framed by the castles of San Sebastián and Santa Catalina. The local cuisine celebrates the sea, with frituras—a paper cone of mixed fried seafood—best enjoyed on the go. The Gadir archaeological site reveals a rare Phoenician settlement, with eight houses and two cobbled streets preserved for visitors.
In Türkiye, the Datça peninsula along the Turquoise Coast offers a quieter alternative to the country’s busier resorts. Old Datça, inland, charms with cobblestone streets and historic stone houses, while New Datça on the southern shore is lined with restaurants and cafés. A short walk leads to Lake Ilıca, a freshwater spot teeming with fish and ducks. Datça is also renowned for its almonds—some varieties are unique to the region—and for producing world-class pine and thyme honey.
France, though forecast for slightly slower growth, remains a perennial draw. Its appeal spans from the Riviera to the Loire Valley, and the WTTC’s data underscores that the country continues to attract significant international spending. For those planning a broader European tour, the nostalgia-driven travel trend might inspire a detour to less obvious spots, while Spain’s strong showing for digital nomads suggests it is also a practical base for remote workers.
As the summer season peaks, the WTTC’s findings confirm that Europe’s tourism sector is not only resilient but also a key driver of the continent’s economy. With growth expected to outpace the global average, the region’s mix of cultural riches, connectivity and competitive offerings looks set to keep it at the forefront of global travel for years to come.
