European tourism sector strained by overtourism protests and falling hotel profits

A new study by JB.com highlights growing resistance to mass tourism in Spain, Italy and France. Tourist arrivals are projected to rise by 3.4% in Spain, 12% in Italy and 2.6% in France during the first half of 2026. The surge has sparked protests in over 40 Spanish cities, as well as demonstrations in Venice, Rome, Florence, Naples, Milan, Marseille, Nice and Paris. Activists have used water pistols, sabotaged short‑term rental key boxes and called for visitor fees in Venice.

In Austria, a Deloitte and ÖHV tourism barometer shows that despite high occupancy rates, hotel operators face shrinking margins. Rising energy, labour and tax costs, together with geopolitical uncertainty, have led many establishments to report lower profits. About 63% of firms note reduced ancillary spending by guests, and 90% anticipate further cost increases. Operators are adapting by cutting expenses and revising business models.