Tourism demand to rise in Europe

Tourism in Europe is expected to see a significant increase in demand for tourist accommodation between 2026 and 2036, with a projected 32 percent rise, representing more than 1.6 billion additional overnight stays per year.

International travel to drive growth

International travel is expected to be the main driver of this growth, with the number of overnight stays made by foreign visitors projected to increase by 42 percent during the period, compared to 24 percent for domestic tourism. In 2036, however, 77 percent of international arrivals in Europe are expected to still come from the continent.

Source markets to change

The source markets are expected to evolve, with arrivals from within the continent, Spain, France, and the United Kingdom expected to maintain their attractiveness. Expenditures of international visitors are also expected to increase significantly, rising from 825 billion euros in 2026 to more than 1,300 billion euros in 2036, a 64 percent increase.

Business travel to grow more than leisure

Business tourism is expected to increase by 50 percent in the number of arrivals, compared to 39 percent for leisure travel. For Accor, these developments open up opportunities particularly for budget hospitality.

New markets to emerge

The Middle East could see a 93 percent increase in arrivals by 2036, and those from Asia-Pacific by 88 percent. China (+138 percent) and South Korea (+121 percent) are among the countries showing the highest expected growth rates outside Europe. Within the continent, the European emerging markets are also expected to gain ground, with arrivals from these countries projected to increase by 52 percent, including Georgia (+123 percent), Moldova (+107 percent), and Armenia (+76 percent).

Regional growth in Central and Eastern Europe

If Spain, France, and the United Kingdom are expected to maintain their attractiveness, Central and Eastern Europe, the Baltic states, and certain regions of the Balkans could experience growth above average. Better connectivity and the search for a good quality-price ratio support their development, according to Accor's press release.