European tourism sector forecasts growth through 2036

The European tourism industry is projected to maintain its status as a global powerhouse through 2036. According to a report by Accor, demand for tourist accommodation in Europe is expected to rise by 32% over the next decade, potentially adding 1.6 billion overnight stays annually. Spain is forecast to lead international tourist nights in Europe at 14%, followed by the United Kingdom and Italy at 12% each.

Growth is expected to shift toward emerging markets, with significant increases in international accommodation nights projected for Azerbaijan, Latvia, and Romania. Long-haul travel is also set to rise, particularly from the Middle East and Asia-Pacific regions, with China and South Korea expected to see substantial growth.

In Greece, the tourism industry is heading toward record revenues, potentially exceeding €25 billion in 2026. Despite geopolitical tensions in the Middle East, Greek tourism receipts saw a 9.4% increase between January and August compared to the previous year. However, structural challenges remain, including shorter visitor stays and rising operating costs due to inflation.

In Serbia, international visitor figures showed a 7% increase between January and September 2026 compared to the same period in 2025, with Belgrade and other regional destinations seeing rising interest from foreign travelers.