Greece Joins Norway, Malta, Hungary, Finland, Türkiye, Portugal And Switzerland As Europe’s Tourism Surge To Historic Highs In First Half Of 2025, Here’s The New Report

Published on August 24, 2025

By: Rana Pratap

Greece is now joined Norway, Malta, Hungary, Finland, Turkey, Portugal, and Switzerland arsenic nan first half of 2025 marks a historical play for Europe’s tourism, and this caller study provides an explanation. Greece and nan different nations person importantly improved their tourism revenues arsenic of now, and this is owed to an summation successful spending by travelers. These countries are managing to execute grounds revenues and impermanent nights not only owed to a emergence successful nan number of visitors, but travelers are spending much per travel and are staying longer. This is particularly existent for visitors from nan United States and Asia. Malta’s emergence successful spending and Turkey’s grounds impermanent nights, alongside Turkey’s 25.8 cardinal successful gross for nan half nan year, show america that nan summation successful tourism Europe is experiencing is now gross driven high-value spending

Recent statistic bespeak that Greece has now go a portion of that prime group of countries which serves arsenic a catalyst for expanding Europe’s tourism revenues. Together pinch Norway, Malta, Hungary, Finland, Türkiye, Portugal, Switzerland, and Greece, they people a turning constituent for Europe’s tourism market. Not only has Europe’s tourism gross recouped losses, but they reached unprecedented figures of 2025 which has revived dream for nan industry.

The rationale explaining this peculiar surge is rather evident. Greece and Norway enjoyed agelong summertime seasons pinch taste attractions, Malta and Portugal capitalized connected nan luxury wellness tourism sector, while Hungary and Finland advertised quality escapes and unsocial festivals. Türkiye has welcomed millions of visitors acknowledgment to elemental visas and beardown hose connections. Finally, Switzerland excelled successful high-end alpine tourism. This very operation and galore much person made nan European tourism revenues surpass each historical highs, frankincense marking 2025 arsenic 1 of nan astir profitable years connected record.

Furthermore, this summation isn’t circumstantial to a azygous area. It shows really respective countries specified arsenic Greece, Norway, Malta, Hungary, Finland, Türkiye, Portugal, and Switzerland are, straight aliases indirectly, moving successful collaboration to stimulate growth. Consequently, Europe’s tourism gross soared past established benchmarks, creating caller thresholds and opportunities. Europe’s recreation communicative is being rewritten successful nan first half of 2025, and this caller study highlights really it’s being done pinch singular resilience, strategical planning, and unprecedented figures.

Greece: Record Revenues Driven by High-Spending Markets

Greece group a grounds successful tourism gross successful nan first half of nan year. According to nan Bank of Greece, gross reached €7.66 cardinal for nan first half of 2025. This is simply a maturation of 11% erstwhile compared to nan aforesaid play successful 2024.

There was only a insignificant maturation successful arrivals from 11.62 cardinal to 11.69 million. The important summation came from spending. Average spending per visitant accrued from €565.40 to €622.70. Standout spending figures came from nan US wherever astir 694,000 US travelers came to Greece successful nan first half of nan year, representing a 20% increase. Their spending accrued by astir 30% to €704.3 million. They were spending much than a €1000 per travel which was importantly supra nan European average.

Visitors from Germany, Italy, France, and nan UK besides accrued their spending. Alongside this, location was a alteration successful debased fund travelers coming from nan Balkan region. The displacement towards higher spending markets mixed pinch changeless visitant numbers, alongside maturation successful spending explains nan summation successful revenue. Sector specialists judge 2025 figures will group a caller grounds for tourism.

Greece – Timeless Isles and Living History

Places to Visit

• Athens: Explore nan Acropolis, Parthenon, and buzzing Plaka district.
• Santorini: Famous for blue-domed churches, sunsets successful Oia, and volcanic beaches.
• Crete: Samaria Gorge hikes and Knossos Palace for Minoan history.

Things to Do

• Sail nan Cyclades islands.
• Indulge successful Greek cuisine — souvlaki, moussaka, and caller seafood.

Norway: Guest Nights Hit Monthly Highs

Norway’s tourism manufacture is disconnected to a engaged commencement this year. Statistics Norway confirmed that nan magnitude of impermanent nights successful June 2025 reached 4.9 million, nan highest fig recorded for that month. Moreover, May besides group a caller grounds further demonstrating that request is outpacing erstwhile years.

The request is being driven by overseas visitors who are now spending much nights astatine Norway’s hotels, cabins, and campsites. Cruises, escapade tourism, and outdoor holidays are besides sizeable contributing factors. The depreciation of nan Norwegian krone has made Norway much accessible. While home recreation is sustaining, nan beardown world maturation is what is driving nan revenue.

Norway’s tourism committee is forecasting further gross maturation successful nan highest summertime and autumn periods. The awesome draws proceed to beryllium nan fjords, bluish lights tours, and metropolis breaks successful Oslo and Bergen. With sustainability astatine nan halfway of its strategy, tourism guidance is focused connected balancing nan grounds incoming visitors pinch nan semipermanent preservation of Norway’s earthy landscapes.

Norway – Fjords and Midnight Sun

Places to Visit

• Oslo: Viking Ship Museum, Opera House, and Vigeland Sculpture Park.
• Bergen: Gateway to nan fjords, colourful Bryggen Wharf.
• Tromsø: Northern Lights hotspot successful winter, Midnight Sun successful summer.

Things to Do

• Cruise Geirangerfjord and Nærøyfjord.
• Try dog-sledding aliases reindeer safaris.
• Hike to Preikestolen (Pulpit Rock) for stunning views.

Malta: Spending Surges to Over €1.5 Billion

Malta has positioned itself arsenic 1 of nan astir quickly processing places to sojourn successful Europe successful 2025. The land recorded 1.8 cardinal visitors successful nan first half of nan year, marking an summation of 13.5% comparative to nan erstwhile year. Tourist spending figures were moreover much astounding. They reached 1.56 cardinal euros, an summation of 21% compared to nan erstwhile year.

Visitors connected mean spent 866 euros, an magnitude that indicates some a longer long of enactment and higher regular spending. In June alone, Malta knowledgeable a 19% summation successful spending, amounting to 400 cardinal euros. Malta’s achievements stem from nan operation of a well-functioning hose network, focused marketing, and a well-developed merchandise of taste tourism.

Malta’s compact size successful operation pinch its rich | taste practice makes it a “high yield” destination. Tourists tin conveniently entree humanities sites, beaches, and vibrant nightlife, each wrong a short region from 1 another. Malta is connected way to execute a grounds twelvemonth successful 2025 arsenic a consequence of accrued cruise visits and an expanding edifice capacity.

Malta – Mediterranean Gem

Places to Visit

• Valletta: UNESCO superior pinch forts, cathedrals, and harbours.
• Mdina: The “Silent City” pinch medieval charm.
• Gozo Island: Azure Window, beaches, and agrarian escapes.

Things to Do

• Dive into crystal-clear waters and WWII wrecks.
• Join colony festas pinch fireworks and music.
• Explore Malta’s prehistoric temples older than Stonehenge.

Hungary: Foreign Demand Boosts Guest Nights

Hungary achieved sizeable improvement successful 2025. The federation registered 18.9 cardinal impermanent nights successful nan first half, an summation of 4.5% compared to nan erstwhile year. The astir important betterment came from overseas markets, which grew by 7.1%, though home recreation betterment was much modest.

Budapest continues to thrust growth; nan capital’s cultural, nighttime life, and spa tourism offerings are pulling successful guests from crossed Europe and beyond. Hungary has positioned itself arsenic easy to recreation to while still offering thing unique. This enabled nan state to guidelines retired arsenic much valuable than galore Western European countries. The state is attracting some economical and mid-range visitors owed to nan favorable pricing.

Looking ahead, Hungary seeks to beforehand much moreover distribution of visitors crossed regions by promoting vino tourism, wellness retreats, and quality parks. The authorities are investing successful integer technologies and world tourism trading to support nan momentum. The authorities projects tourism will further summation its publication to nan system by nan extremity of 2025.

Hungary – Spa Capital of Europe

Places to Visit

• Budapest: Chain Bridge, Buda Castle, Parliament, and celebrated ruin pubs.
• Lake Balaton: The “Hungarian Sea” for sailing and vino tasting.
• Pécs: Roman ruins, creation galleries, and Turkish mosques.

Things to Do

• Relax successful Budapest’s thermal baths.
• Cruise nan Danube astatine night.
• Attend Sziget Festival, 1 of Europe’s biggest euphony events.

Finland: Double-Digit Growth successful Foreign Overnights

Finland is witnessing a swift betterment successful tourism, outpacing nan remainder of Northern Europe. Foreign overnight stays from visitors surged by 14% successful comparison to nan erstwhile twelvemonth wrong nan first half of 2025. This maturation is chiefly from long-haul visitors from Asia, peculiarly Japan and South Korea, on pinch beardown request from Germany and Central Europe.

Finland tourism maturation is chiefly attributed to nan country’s estimation for cleanable nature, safe travel, and sustainable practices. Visitors to Lapland nary longer recreation exclusively successful winter—there is year-round appeal. Northern lights, on pinch hiking, lakeside retreats, and wellness activities, are now popular.

Finland’s tourism authorities purpose to heighten nan long of stays and per capita spending. Them promoting section culture, food, and seasonal festivals purpose to incentivize travelers to prolong their stays. Based connected nan momentum observed successful nan first half of nan year, it is anticipated that Finland will transcend pre-pandemic tourism numbers successful 2025.

Finland – Nature and Nordic Cool

Places to Visit

• Helsinki: Design District, Suomenlinna Fortress, and vibrant markets.
• Lapland: Santa Claus Village successful Rovaniemi and Arctic Circle adventures.
• Turku: Historic cathedrals and summertime archipelago tours.

Things to Do

• Chase nan Northern Lights.
• Enjoy midnight sauna rituals by a lake.
• Ski successful Levi aliases Ylläs resorts.

Türkiye: Record Revenues Despite Modest Volume Growth

Türkiye remains a tourism powerhouse. The magnitude of $25.8 cardinal successful gross achieved during nan first half of nan twelvemonth marked an summation of $1.9 cardinal successful comparison to nan erstwhile year, indicating a 7.6% twelvemonth connected twelvemonth increase. The magnitude achieved successful nan first half of 2023 marks nan 25.8 cardinal dollar people successful tourer receipts, which led to Türkiye shifting towards higher output buyers. As a result, Türkiye became a highly petition tourism destination.

Antalya and İstanbul stay nan leaders successful position of nan measurement of business and visitors coming to nan country. In summation to each nan factors aidng successful nan estimation of Türkiye, an image renewal which is simply a consequence of value improvements to airports and hotels besides plays a awesome role. этот As a consequence of nan weaker lira, nan bulgaria’s tourism image has improved greatly which has led to an summation successful nan investments done successful nan tourer sector.

Sector analysts statement that Türkiye is shifting from a axenic “volume play” to a attraction connected higher-yield visitors. While nan investments successful recreational and civilization tourism are connected nan rise, a defined attraction connected wellness and athletics recreation is to assistance successful nan finer specifications of gathering nan 2025 strategy that person aaimed higher income done diversified services. The Middle East, Russia and Western Europe stay resilient alongside caller liking from Asia.

Türkiye – Where East Meets West

Places to Visit

• Istanbul: Hagia Sophia, Blue Mosque, and Grand Bazaar.
• Cappadocia: Hot aerial balloon rides complete fairy chimneys.
• Antalya: Turquoise Coast beaches and resorts.

Things to Do

• Cruise nan Bosphorus.
• Explore ancient ruins successful Ephesus.
• Indulge successful Turkish delights, kebabs, and beverage rituals.

Portugal: Tourism Revenue Passes €12 Billion

Portugal has reported 1 of nan astir successful first halves successful its tourism history. As reported by Banco de Portugal, tourism receipts exceeded €12 cardinal successful nan first six months of 2025. The period of June brought successful €2.47 cardinal which is simply a 5.4% maturation from nan erstwhile year. The hospitality assemblage is having a grounds twelvemonth arsenic good pinch 14.9 cardinal guests and 36.4 cardinal nights successful H1.

While Lisbon, Porto, and nan Algarve are still nan astir celebrated regions, nan secondary cities and countryside regions are besides emerging. Authentic taste and culinary experiences, which are progressively sought by visitors, are besides enabling mini towns and agrarian areas to thrive.

Portugal’s tourism committee emphasizes nan integer nomad visas, vino tourism, arsenic good arsenic nan eco-tourism projects arsenic awesome contributors to maturation successful nan coming years. Due to Portugal’s beardown aerial links pinch nan Americas and expanding request for long-haul travel, Portugal is apt to extremity 2025 pinch grounds breaking numbers yet again.

Portugal – Sun, Wine, and Surf

Places to Visit

• Lisbon: Alfama trams, Belém Tower, and Fado music.
• Porto: Douro River cruises and larboard vino cellars.
• Algarve: Golden beaches, cliffs, and charming towns.

Things to Do

• Ride nan iconic tram 28 successful Lisbon.
• Sip vino successful nan Douro Valley.
• Surf nan waves successful Nazaré.

Switzerland: On Track for Another Record

Switzerland’s tourism assemblage remains robust. The state registered 20.4 cardinal overnight stays successful H1 2025 which is an summation of 1.4% from nan erstwhile year. Officials expect that nan state is good connected way to transcend nan grounds group successful 2024.

This surge tin beryllium attributed to inbound tourism, particularly from nan United States and Asia. While home tourism remains elevated, it is nan economical spot of world visitors that is driving gross growth. Cities for illustration Zurich and Geneva, on pinch nan Alps and nan lakes, supply a well-distributed tourism request passim nan year.

The existent accent successful Swiss tourism is connected sustainable practices and premium recreation experiences. Visitors to Switzerland tin now bask recently built luxury hotels, upland resorts and a assortment of tourism and taste festivals which has resulted successful spending by visitors to increase. This has enabled Switzerland to prolong its position successful nan competitory European market.

Switzerland – Alps and Luxury Escapes

Places to Visit

• Zurich: Banking superior pinch aged municipality charm.
• Lucerne: Medieval bridges and reservoir cruises.
• Interlaken: Adventure hub betwixt lakes and mountains.
• Zermatt: Home of nan Matterhorn.

Things to Do

• Ski successful nan Swiss Alps.
• Take nan scenic Glacier Express train.
• Savour Swiss cocoa and food fondue.

Common Trends Across Europe

Several recurring elements nexus these country-specific narratives:

• Transition to high-value markets: US visitors successful Greece and Switzerland aliases Asia successful Finland are generating income.
• Documented income procreation moreover pinch a flimsy emergence successful volume: Greece and Turkiye show that spending is often much important than ft traffic.
• Balanced advancement from developed and processing markets: Portugal and Malta are reframing from overreliance and Hungary and Slovenia are capitalizing from nan low-cost travel.
• Emphasis connected aerial travel: ancillary low-cost and long-haul routes for illustration Norse Atlantic’s New York to Athens are important successful support of demand.

All these aspects show that European tourism successful 2025 is astir quality, not conscionable quantity.

Outlook for nan Rest of 2025

Specialists astir nan continent suppose nan second half of nan twelvemonth will beryllium peculiarly favorable. City breaks and seaside tourism are still wide celebrated and nan summertime bookings are remaining astatine a peak. Increased attendance is anticipated from events, festivals, and sporting competitions.

There are still immoderate issues, however. Grece and nan Balkan markets exemplify nan inclination of low-cost travelers being discouraged by nan surge successful accommodation and work prices. The request for sustainability and ambiance resilience are different urgent matters. In spite of these, nan wide outline is obvious: European tourism is shifting into a caller shape of development, wherever gross maturation outpaces nan maturation successful nan number of arrivals.

Greece joins Norway, Malta, Hungary, Finland, Türkiye, Portugal and Switzerland arsenic Europe’s tourism surge to historical highs successful nan first half of 2025, driven by longer stays, higher spending, and beardown request from high-value markets specified arsenic nan United States and Asia.

Conclusion

The first half of 2025 has proven to beryllium historical for European tourism. Greece, Norway, Malta, Hungary, Finland, Türkiye, Portugal, and Switzerland person each delivered grounds revenues aliases near-record volumes. These results item really nan assemblage is adapting to changing traveller behaviour. High-spending tourists, improved connectivity, and divers experiences are now shaping nan market.

If nan inclination continues, Europe will adjacent 2025 pinch its strongest tourism twelvemonth ever. For destinations and businesses, nan instruction is clear: attraction connected value, sustainability, and high-quality experiences. That is nan caller motor of maturation for Europe’s recreation industry.