Moldova recorded the strongest growth in tourist arrivals in Europe during the first half of 2026, while Greece and Ireland also posted significant increases as international travel across the continent continued to expand despite a weaker performance in Western Europe.
Around 350 million international tourists travelled to Europe between January and June, according to the latest World Tourism Barometer from UN Tourism. That represents a 3% increase compared with the same period last year, making Europe one of the world’s stronger-performing tourism regions during the first half of 2026.
The overall figures, however, conceal a noticeable shift in where visitors are travelling.
Southern Mediterranean Europe and Central and Eastern Europe both recorded 4% growth in international arrivals, while Northern Europe increased by 3%. Western Europe moved in the opposite direction, with arrivals falling by 1%.
UN Tourism attributed part of the decline in Western Europe to heatwaves in June, as well as weaker long-haul demand in some destinations during the second quarter. The figures suggest that weather conditions and travel distances are increasingly influencing where international visitors choose to go.
Moldova stood out from the rest of Europe. International tourist arrivals to the country increased by 25% in the first six months of 2026, giving it the strongest growth rate on the continent among the destinations highlighted in the report.
Greece and Ireland followed with increases of 15% each.
The growth in these countries comes as travel patterns across Europe continue to change. The UN Tourism report says that the conflict in the Middle East has affected tourism well beyond the region, with some travellers in Europe and Asia Pacific shifting demand towards destinations that are closer and easier to reach.
That does not mean the European tourism market is growing evenly. While some countries are attracting more visitors, other parts of the continent are dealing with weaker demand, higher travel costs and the effects of extreme summer weather.
Europe’s 3% growth also came against a modest increase in international tourism worldwide. Global arrivals rose by just 0.4% during the first half of 2026. Africa recorded the strongest regional growth at 4%, followed by Europe at 3%.
Elsewhere, the picture was considerably weaker. International arrivals to the Middle East fell by 22%, while South Asia recorded a 5% decline and Southeast Asia fell by 1%.
UN Tourism Secretary-General Shaikha Al Nuwais said the situation demonstrated how events in one part of the world can influence travel decisions elsewhere, stressing the importance of building resilience across the tourism sector before crises emerge.
The strongest individual growth rates were recorded outside Europe. El Salvador led the global figures with a 37% increase in international arrivals, followed by Paraguay at 34%, Bhutan at 31%, Vanuatu at 30%, Palau at 29%, Mongolia at 27%, Uzbekistan at 25% and South Korea at 21%.
For Europe, however, Moldova’s performance is particularly notable because it places the country alongside some of the world’s fastest-growing destinations at a time when travellers appear to be showing greater interest in destinations that are accessible within their wider region.
The broader outlook for international tourism has also become more cautious. UN Tourism now expects international arrivals to increase by between 1% and 2% in 2026. That is below the 3% to 4% growth forecast issued at the beginning of the year.
The downgrade reflects a combination of factors affecting travel demand, including geopolitical tensions, higher costs and changing conditions in major tourism markets. Even so, the first-half figures show that growth is continuing in parts of Europe, with Moldova, Greece and Ireland emerging as notable beneficiaries of the changing travel landscape.
For travellers looking beyond Europe’s most established tourism markets, the figures offer a useful indication of where international demand is currently gaining momentum. Moldova’s sharp rise is particularly significant, while the continued growth recorded by Greece and Ireland shows that established European destinations can still attract increasing numbers of visitors even as the wider market becomes more uneven.
