Travel and tourism in Europe to grow 3.1% in 2026, despite uncertainty

Travel and tourism is set to grow by 3.1% in Europe in 2026 – outpacing the wider economy – despite global uncertainty, the latest World Travel & Tourism Council (WTTC) research has revealed.

The continent should outperform global tourism, which is expected to grow by 2.5% across the year despite tensions in the Middle East and the wider cost of living crisis.

International visitor spending in Europe will increase by 5.8%, while leisure spending is up 3.1%, with business travel up 4.2%.

The new figures were released during the opening press conference of the WTTC’s 26th Global Summit in Malta, which Euronews Travel is attending.

Nicknamed the “Davos of travel”, the annual summit is bringing together more than 200 CEOs and government officials alongside 1,000 delegates.

“This is a sector that is ready to invest and innovate, but governments must create the right conditions – enabling seamless travel, strengthening connectivity, developing talent and supporting sustainable growth,” Gloria Guevara, WTTC’s President and CEO, said.

“The choices made today will determine how much of this opportunity Europe captures.”

What’s happening at the WTTC summit?

Panels at WTTC’s FUTU[RE]SET Global Summit will focus on the key issues that the travel industry is facing today, such as encouraging tourism growth without harming local communities, while sustainability, accessibility and more will be on the agenda.

Speakers include Justin Trudeau, the former Prime Minister of Canada; Apostolos Tzitzikostas, European Commissioner for Sustainable Transport and Tourism; and Nick Adams, the first U.S. Presidential Envoy for Tourism.

“The WTTC Global Summit brings together the leaders shaping the future of Travel & Tourism,” WTTC chairman Manfredi Lefebvre, said.

“Malta’s Government has shown strong leadership and commitment to our sector, making it an ideal host for these important discussions.

“Over the coming days, we will strengthen partnerships, advance new initiatives and help ensure Travel & Tourism continues to drive growth, investment and opportunity around the world.”

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