Accor report predicts significant shifts in European tourism by 2036

A new report from Accor, utilizing data from Tourism Economics, forecasts a major transformation of the European tourism landscape over the next decade. Demand for tourist accommodations in Europe is expected to increase by 32%, adding more than 1.6 billion overnight stays annually by 2036.

International travel will be the primary driver of this growth. Overnight stays from international visitors are projected to rise by 42% between 2026 and 2036, significantly outpacing the 24% growth expected for domestic tourism. This shift is expected to generate approximately one billion additional international overnight stays each year.

While 77% of international arrivals in 2036 are expected to originate from within Europe, emerging markets are showing rapid growth. Arrivals from emerging European markets are projected to increase by 52%, with Georgia (+123%), Moldova (+107%), and Armenia (+76%) leading the way. Additionally, significant growth is anticipated from long-haul travelers, specifically from the Middle East (+93%) and the Asia-Pacific region (+88%).

Tourism spending in Europe is projected to exceed 1.3 trillion euros. Destinations in Central and Eastern Europe, the Baltics, and parts of the Balkans are identified as having the strongest growth prospects.