WTTC Projects 3.1% European Tourism Growth, Outpacing Economy Threefold

The World Travel & Tourism Council (WTTC) projects that Europe's travel and tourism sector will grow by 3.1% in 2026, nearly three times the growth of the broader European economy standing at 1.1%, according to a report released at the council's summit in Malta.

The sector contributed nearly $3 trillion to the European economy in 2025, accounting for 9.4% of GDP, and supported 40.7 million jobs—roughly one in every ten jobs on the continent.

The report called on European governments to adopt eight priorities, most notably accelerating digital visas, expanding multi-entry Schengen visas, and establishing a unified European trusted traveler program. In 2025, Schengen countries issued 5.3 million multi-entry visas, down 40% from 2019 levels, while European travelers accounted for 74.3% of international arrivals.

The report warned of weak investment, which stood at $259 billion in 2025—up 7.1%, but still 3.6% below its 2019 level and lagging behind Asia-Pacific and North America, alongside projections that international arrivals will rise from 757.3 million in 2025 to 1.14 billion by 2036.

What Do These Terms Mean?

Gross Domestic Product (GDP): The total value of goods and services produced in a country's economy during a year, used as a measure of economic size and growth.

Multiple-Entry Schengen Visa: A visa that permits entry into the Schengen Area multiple times during its validity period, used to facilitate frequent travel.