European travel and tourism growth to reach 3.1% in 2026 - Get updated on what's happening in tourism!

Europe’s travel and tourism sector is expected to grow by 3.1% in 2026, outperforming the wider economy and accelerating from the 2.6% growth recorded in 2025. The latest forecast from the World Travel & Tourism Council (WTTC) was presented at the opening of its 26th Global Summit in Malta on 7 October. The outlook reflects continued expansion in international visitor spending, leisure travel and business tourism despite geopolitical uncertainty and broader economic challenges.

The three-day gathering in Valletta brings together more than 1,000 delegates, including over 200 senior tourism executives and government leaders. More than 100 speakers are participating in discussions covering investment, international connectivity, technological innovation, workforce development and sustainable tourism. Among the prominent participants are former Canadian Prime Minister Justin Trudeau, former Spanish Prime Minister José María Aznar and European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas.

WTTC expects global travel and tourism activity to expand by 2.5% this year, with Europe performing above that average. International visitor spending across the region is projected to increase by 5.8%, while leisure travel expenditure is forecast to rise by 3.1%. Business travel spending is expected to grow even faster, at 4.2%. The figures underline the continuing economic importance of tourism, which supports approximately one in ten jobs across Europe.

International spending drives European growth

The projected increase in international visitor expenditure is particularly significant for destinations and tourism businesses that depend on cross-border travel. At 5.8%, spending growth is expected to exceed the overall expansion of the sector, suggesting that international tourism will remain an important contributor to regional economic performance.

Business travel is another area showing relatively strong momentum. Its projected 4.2% growth exceeds the 3.1% increase expected for leisure travel expenditure, pointing to continued demand for corporate travel, meetings and other business-related activities.

The European outlook forms part of a broader recovery and expansion of the global tourism economy. According to WTTC, travel and tourism contributed US$11.6 trillion to global economic output in 2025, equivalent to 9.8% of global GDP.

The sector also supported approximately 366 million jobs worldwide, representing nearly one in nine positions across the global workforce.

Gloria Guevara, President and CEO of WTTC, emphasised the importance of creating favourable conditions for continued growth.

“In Europe, the outlook is even stronger, with Travel & Tourism forecast to grow 3.1% in 2026. This is a sector that is ready to invest and innovate, but governments must create the right conditions,” she said.

Guevara identified smoother international travel, improved connectivity, workforce development and sustainable growth as priorities for governments seeking to strengthen their tourism economies.

Malta records exceptional tourism performance

The choice of Malta as host destination comes at a time of particularly strong growth in the country’s tourism industry.

WTTC forecasts that travel and tourism will contribute US$4.9 billion to Malta’s economy in 2026, accounting for 16.9% of national GDP. The sector is also expected to support more than one in five jobs, illustrating its importance to employment and economic activity across the islands.

Malta recorded the strongest annual increase in tourism’s contribution to GDP among European economies in 2025. Growth reached 16.8%, substantially exceeding the European average of 2.6%.

The figures highlight Malta’s position as a destination where tourism plays a considerably larger economic role than in many other European countries. They also raise questions about how continued expansion can be managed alongside infrastructure requirements, environmental considerations and the interests of local communities.

Carlo Micallef, CEO of the Malta Tourism Authority, stressed that the country’s tourism strategy is not focused exclusively on increasing visitor numbers.

“We want to create greater value, not only economic, but also social and environmental. We want tourism that is sustainable and resilient,” he said.

Charles Mangion, Chairman of the Malta Tourism Authority, similarly emphasised the importance of ensuring that tourism development benefits local communities and remains sustainable over the longer term.

Investment and technology shape summit agenda

The WTTC Global Summit is examining how governments and tourism businesses can respond to changing traveller expectations while maintaining the sector’s economic momentum.

Investment and international connectivity are among the central themes. Improving transport links, supporting infrastructure development and facilitating cross-border travel are regarded as important conditions for strengthening destination competitiveness.

Technology is another major focus, particularly the growing role of artificial intelligence in tourism operations, customer services and business planning. Industry leaders are discussing how digital innovation can improve efficiency while responding to increasingly diverse traveller requirements.

Workforce development also features prominently. With tourism supporting hundreds of millions of jobs worldwide, attracting qualified employees and developing new skills remain important challenges for companies and destinations.

Manfredi Lefebvre, Chairman of WTTC, described the summit as an opportunity to strengthen cooperation between public authorities and the private sector.

“The WTTC Global Summit brings together the leaders shaping the future of Travel & Tourism,” he said, highlighting the importance of partnerships and new initiatives in supporting investment and economic opportunity.

The discussions in Malta take place against a backdrop of continued geopolitical and economic uncertainty. Nevertheless, WTTC’s latest forecasts indicate that international tourism remains on a growth trajectory, with Europe expected to outperform the global average in 2026.

For destinations and tourism companies, the central challenge will be translating that growth into long-term economic benefits while addressing infrastructure needs, workforce pressures and environmental responsibilities.

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