Tourism in Europe appears to be little affected by geopolitical tensions. In the first quarter of 2026, the number of arrivals was 5,6% higher than in the same period last year. Regional, safe, and easily accessible destinations, in particular, seem to have a relative advantage in the coming period. The biggest challenge is shifting from 'attracting more guests' to creating more value per visitor and extending the season.
This is evident from the report ' European Tourism: Trends & Prospects Quarterly Report (Q1/2026) '
Some trends from the report:
Europe popular as a safe destination
The main conclusion of the report is that Europe remains relatively protected against global uncertainty because approximately 80% of tourism demand originates within Europe itself. Travelers are increasingly choosing destinations in the region, which are perceived as safe and predictable.
Higher travel costs make car holidays relatively attractive
The report points to rising operating costs in aviation and the risk of higher ticket prices due to geopolitical tensions and fuel costs. Car holidays, in particular, benefit from the competitive advantage. Regions located within a 2–6 hour drive benefit relatively.
The focus for overnight recreation is shifting from occupancy rate to spending per night.
In several European markets, the number of arrivals is growing faster than the number of overnight stays. This points to a structural trend: more, but shorter trips. For entrepreneurs, this shifts the economic urgency from attracting more visitors to realizing more economic value per visitor.
Many recreation companies traditionally focus on:
- number of guests;
- occupancy rate;
- number of overnight stays.
Those indicators remain relevant, but are becoming less decisive.
More important KPIs will be:
- RevPAG (Revenue per Available Guest) – revenue per available guest capacity;
- average spending per stay;
- total turnover per household;
- expenditure per day;
- share of ancillary revenue.
A holiday park with 92% occupancy but few additional expenses may ultimately yield a lower return than a park with 80% occupancy and high spending on hospitality, rentals, and activities.
Source and more information: European tourism shows resilience in early 2026, as regional demand stays strong amid global uncertainty – ETC Corporate – ETC Corporate