European Tourism Ends 2024 with Record Growth, Off-Season Boom, and Iceland's Northern Lights Driving Winter Travel Demand

European tourism demonstrated significant resilience in the final quarter of 2024, overcoming economic challenges, shifting consumer preferences, and adverse weather conditions.

According to the European Travel Commission (ETC), international arrivals increased by 6.3% compared to 2019 levels and 6.7% year-on-year, while overnight stays rose by 5.9% above 2019 figures.

European tourism saw stronger arrivals and overnight stays in autumn and winter, reflecting a growing trend toward value-for-money off-peak travel.

Tourists increasingly sought destinations with milder weather and lower prices, while extreme summer temperatures in Southern Europe encouraged travelers to shift their trips to cooler months.

Following a strong summer season, several Southern and Mediterranean destinations saw moderate growth in Q4.

Portugal, Greece, Serbia, and Montenegro recorded slower performance, though still above pre-pandemic levels. Italy, however, bucked the trend, with a 5.9% increase in arrivals and 10% growth in overnight stays compared to 2019.

Iceland emerged as the fastest-growing winter destination, reporting a 14% increase in arrivals over 2019, fueled by strong demand from Germany, the Netherlands, Italy, and the UK.

The surge in visitors was driven by heightened solar activity, drawing travelers eager to experience the Northern Lights.

Severe storms, flooding, and snowfall disrupted travel across France, Germany, Spain, and the UK, leading to flight cancellations and delays.

Valencia, Spain, saw arrival growth slow to 4.2% in November and decline by 6.3% in December due to heavy flooding, despite strong overall performance throughout the year.

Although European travel continues to rebound, long-haul travel remains below 2019 levels by 5%. The Asia-Pacific market, particularly China, continues to struggle due to limited flight connectivity and strict visa requirements.

Chinese arrivals to Europe are 39.6% below pre-pandemic levels as travelers opt for regional destinations over long-haul trips.

According to ETC President Miguel Sanz, strategic investments in diversified tourism offerings will be key to ensuring continued growth and competitiveness in 2025.Image: European Travel Commission