Europe’s travel and tourism industry is expected to grow by 3.1% in 2026, according to new research from the World Travel & Tourism Council (WTTC), with the sector forecast to expand faster than the wider economy despite continued global uncertainty.
The latest figures show Europe performing ahead of the global travel and tourism sector, which WTTC expects to grow by 2.5% this year. The outlook comes against a difficult international backdrop that includes conflict and tensions in the Middle East as well as continued pressure from the cost of living crisis.
International visitor spending is expected to provide an important part of Europe’s tourism growth. WTTC forecasts a 5.8% increase in international visitor spending across the continent in 2026. Leisure travel spending is projected to rise by 3.1%, while business travel spending is expected to increase by 4.2%.
The figures were released during the opening day of WTTC’s 26th Global Summit in Malta, where tourism executives, government representatives and other industry leaders have gathered to discuss the future of the sector. More than 200 chief executives and government officials and around 1,000 delegates are attending the event, which is often described as a major meeting point for the global travel industry.
WTTC President and CEO Gloria Guevara said the European tourism sector was prepared to invest and innovate, but argued that governments also had a role in creating the conditions needed for further growth. She highlighted seamless travel, stronger connectivity, workforce development and sustainable growth as areas requiring attention.
Guevara said the decisions being made now would influence how much of Europe’s tourism opportunity is ultimately realised.
The Malta summit is also examining some of the more difficult questions facing the industry as visitor numbers and tourism investment continue to grow. Discussions are focusing on how destinations can expand tourism while limiting pressure on local communities, alongside issues including sustainability and accessibility.
The summit’s programme includes discussions about the future direction of global travel and tourism and the policies needed to support the sector as destinations respond to changing traveller expectations and wider economic and geopolitical pressures.
Among the speakers taking part are former Canadian Prime Minister Justin Trudeau, European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas, and Nick Adams, the first US Presidential Envoy for Tourism.
WTTC Chairman Manfredi Lefebvre said the summit provides an opportunity for industry and government leaders to work together on the challenges and opportunities facing travel and tourism. He also praised Malta’s government for its support of the sector and its role in hosting the event.
For Europe, the latest figures point to a tourism industry that is continuing to expand even as travellers and businesses operate in an uncertain global environment. The projected rise in international visitor spending is particularly significant for destinations that rely heavily on overseas arrivals, while the increase in business travel suggests that corporate travel is also expected to contribute to the sector’s performance in 2026.
The forecasts also place greater attention on how Europe manages that growth. With sustainability, connectivity and the impact of tourism on local communities among the issues being discussed in Malta, the industry’s challenge is no longer simply attracting more visitors. The decisions made by governments and tourism leaders will help determine how that growth is distributed and how destinations manage the pressures that can accompany it.
