Netherlands Joins Italy, United Kingdom, Luxembourg, Slovakia, Spain, and More in Europe’s Strong Tourism Surge with Record Growth, Increased Arrivals, and Rising Expenditures Set the Stage for 2025

Published on
February 21, 2026

Image generated with Ai

The Netherlands has firmly established itself as a key player in Europe’s booming tourism sector, joining Italy, the United Kingdom, Luxembourg, Slovakia, Spain, and other countries in a remarkable surge of record growth. As the tourism industry rebounds to pre-pandemic levels, the Netherlands has seen a sharp rise in both international arrivals and expenditure, setting the stage for an even stronger performance in 2025. Increased air travel, a burgeoning interest in its rich cultural heritage, and the country’s commitment to enhancing infrastructure are driving this impressive growth. As a result, the Netherlands is emerging as one of the continent’s most sought-after destinations, drawing travelers eager to explore its iconic landscapes, historic cities, and vibrant cultural scene. This surge positions the country for continued success in the upcoming years, bolstering its reputation as a top global tourism hub.

Tourism across Europe continued to perform well through the close of 2025, demonstrating robust growth. According to the European Tourism: Trends & Prospects Q4/2025 report by the European Travel Commission, international arrivals grew by 3.2% compared to the previous year, while overnight stays increased by 3.1%. This positive momentum highlights the resilience of the tourism sector, even amidst global economic pressures.

The year saw strong demand, particularly in the autumn and early winter months. Trends such as off-season travel and an increasing interest in less-visited destinations became more pronounced. While Southern Europe remained a major draw for tourists, attracting a large number of visitors, destinations in Northern and Central Europe experienced higher growth rates. This growth, however, came from a smaller base of arrivals, indicating a shift in the dynamics of European tourism.

The aviation sector also saw improvements, with passenger traffic on European airlines increasing. Load factors remained strong, hovering between 83–84%. In fact, October saw levels of passenger traffic that exceeded pre-pandemic performance, marking a strong recovery in the air travel sector. On the ground, the hotel market experienced a slight increase in occupancy rates, along with a year-over-year rise of 2.1% in revenue per available room (RevPAR). This suggests that while tourism growth was steady, the demand for hotel accommodations was also on the rise.

The short-term rental market in Europe grew as well, with the supply of rental units reaching approximately 5.13 million by the end of 2025, a 4.4% increase from the previous year. This increase reflects a growing preference for more flexible, home-like accommodations, particularly in the wake of the pandemic. However, the report also highlighted economic challenges, with rising operating costs and increasing prices being significant factors affecting the industry.

Internal European travel remained a cornerstone of tourism demand. Travel between European countries remained strong, with notable increases in travel during off-peak periods, particularly from September to October and into the winter months. While smaller destinations such as Slovakia, Estonia, Latvia, and Luxembourg saw the largest increases in visitors, these countries still represent a smaller share of total outbound demand. In larger European destinations like Spain, growth was more moderate. The report indicated that factors like higher temperatures and increased costs led to shorter stays, especially for travelers from countries like Germany, the Netherlands, and Italy. The United Kingdom was an exception, showing similar growth in both arrivals and overnight stays, indicating that the average length of stays remained stable.

Price sensitivity among travelers remained high throughout 2025, with many opting for more affordable destinations or choosing to travel during off-peak seasons to save on costs. Additionally, climate conditions seemed to influence travel decisions, with increasing interest in cooler destinations in Northern Europe. This reflects an evolving trend where travelers are becoming more conscious of environmental factors when selecting their holiday destinations.

Looking at specific regions, arrivals from the United States grew by 5.0%, continuing to account for a significant portion of arrivals from the Americas. The U.S. contributed around 36% of all long-haul arrivals to Europe, underscoring its dominant role in the tourism flows. Similarly, Canada saw a notable increase of 9.6% in arrivals. Improved air connectivity between Canada and European destinations played a key role in this growth. The report notes that Canadian travelers were increasingly drawn to destinations across Europe, with demand patterns varying by country.

China, despite still recovering from the pandemic, remains a crucial market for European tourism. In 2025, arrivals from China increased by 10.8%, reaching approximately 8.2% of all international arrivals. While the recovery is ongoing, the report indicates that demand from China is growing, particularly as air connectivity improves and travel procedures become more streamlined. However, demand from China is still not back to pre-pandemic levels.

Japan saw the largest growth in arrivals among long-haul markets, with a 14.7% increase. This surge in demand contributed significantly to the overall increase in arrivals from Asia. Japan’s economic recovery, though influenced by currency fluctuations and travel costs, shows that there is still a strong interest in European destinations among Japanese travelers.

India, an emerging market for European tourism, recorded a 2.7% increase in arrivals in 2025. The growth of the Indian market is notable, as the country has increasingly become an important source of tourism for Europe. Indian travelers are showing growing interest in destinations across the continent, although the increase in numbers remains gradual.

The report also touched on other markets in the Asia-Pacific region, noting that demand from South Korea was lower than in the previous year. However, the overall importance of Asia-Pacific countries for Europe’s long-haul tourism recovery remains significant, especially as travel dynamics continue to shift post-pandemic.

Greece was highlighted as a standout destination, with international arrivals increasing by 4.4% compared to 2024. The country’s tourism activity was about 18.6% higher than in 2019, which places it among the top-performing destinations in Europe. Like many Mediterranean countries, Greece saw an increase in arrivals that outpaced overnight stays, suggesting a trend toward shorter visits. Nonetheless, Greece remains a popular and resilient destination in the European tourism landscape.

The Netherlands has joined Europe’s tourism leaders, including Italy, the UK, and Spain, in a record-breaking surge, driven by increased international arrivals, rising tourist expenditures, and a booming cultural and travel scene, setting the stage for continued growth into 2025.

The European tourism sector is expected to continue its upward trajectory in 2026, with international arrivals forecast to increase by 6.2%. The boost will largely be driven by long-haul travel, which is expected to grow by about 9%. Enhancing connectivity and improving travel processes will support this growth, although economic conditions and the rising costs of travel remain key factors influencing market development. The outlook for the sector remains positive, with sustained demand expected across both traditional and emerging markets.