Europe isn't just the world's most visited continent right now — it's forecast to keep that crown for at least another decade. New research from hospitality group Accor, working with Tourism Economics, projects that Europe will remain the dominant force in global tourism through 2036, and the numbers behind the claim are striking.
In 2025 the continent pulled in 810 million international visitors — 53 percent of all international tourist arrivals worldwide. The study, which looked at 47 countries and measured stays, spending and arrivals, found inbound visitor spending could climb from €825 billion in 2026 to more than €1.3 trillion by 2036. Accommodation nights are expected to grow by more than 1.6 billion each year over the decade.
The more interesting story for travellers is where that growth lands. The biggest gains aren't forecast for Paris or Rome but for countries off the classic western European trail: Latvia is projected to grow international accommodation by 83 percent, Romania by 82 percent and Hungary by 80 percent — all well above the European average. Demand is spreading beyond the traditional hotspots, fuelled by better transport links, more visible national tourism campaigns and rising international mobility.
The visitor mix is shifting too. Arrivals from the Middle East are forecast to jump 93 percent over the next decade, with Asia-Pacific up 88 percent. If you've noticed longer queues at Europe's headline attractions, expect more of the same — and another reason to book big sights ahead.
Accor's own explanation for Europe's staying power is its compact geography: few regions let you combine so many countries, cuisines, coastlines, ski slopes and festivals in a single trip. That argument holds up — but it's the eastern and Baltic corners of the continent where the next decade of growth is forecast, and where prices and crowds may still work in your favour. If Romania, Hungary or Latvia are on your list, going sooner rather than later is a reasonable bet.
