According to the latest joint report by Amadeus and UN Tourism, Travel Insights 2025 – Focus on Europe, tourism in Europe is showing clear signs of recovery. According to Amadeus Navigator360 data, significant growth is expected in both air traffic and hospitality performance from spring 2025, offering new opportunities for industry players.
Between April and October 2025, the number of international passengers arriving in Europe is expected to increase by 6.7% compared to the previous year. Airlines are already preparing for the season with increased capacity, indicating that they are either confident of growth or wish to stimulate it themselves.
The most popular destinations continue to be Spain, the United Kingdom, Italy, France and Germany, while at the city level, Paris and Amsterdam are among the most sought-after destinations. However, the report also draws attention to emerging markets: for example, Azerbaijan (+26%), Kazakhstan (+7%) and the Czech Republic (+6%) also showed significant growth.
The hotel sector in Western Europe increased its occupancy rate from 67% to 68%, while the average daily rate (ADR) rose from €172.20 to €177.36. According to the report, the potential for further growth lies mainly in the post-season.
Tourism experts say that destination promotions and coordination of air capacity could be key to making better use of the quieter months. Stabilising demand throughout the year is beneficial not only from an economic perspective but also in terms of sustainability (TourismReview).