Europe’s tourism sector forecast to grow by 3.1% in 2026

The forecasts were presented at the opening of the 26th WTTC Global Summit in Valletta, Malta, which is bringing together more than 1,000 participants, including over 200 tourism industry representatives and government officials.

International visitor spending is expected to record stronger growth, rising by an estimated 5.8% in 2026. Leisure travel spending is projected to increase by 3.1%, while business travel spending is forecast to rise by 4.2%.

Tourism accounts for approximately one in every ten jobs in Europe, highlighting the sector’s importance to economic activity and employment.

Global Economic Contribution to Exceed $11.6 Trillion

Globally, the WTTC forecasts that the travel and tourism sector will grow by 2.5% in 2026, outpacing expected growth in the global economy.

In 2025, the sector contributed $11.6 trillion to the global economy, equivalent to 9.8% of global GDP, while supporting approximately 366 million jobs—nearly one in every nine jobs worldwide.

WTTC President and CEO Gloria Guevara highlighted the importance of public policies supporting transport infrastructure, travel facilitation, workforce skills development and an environment conducive to sustainable investment.

According to the council’s forecasts, government policy decisions will play a decisive role in determining whether Europe can fully capitalise on tourism’s growth potential.

Malta: Tourism Contribution Forecast to Reach $4.9 Billion

Tourism is expected to make a particularly strong contribution to Malta’s economy. The WTTC estimates that the sector will contribute $4.9 billion in 2026, equivalent to 16.9% of the country’s GDP, while supporting more than one in five jobs.

In 2025, tourism’s contribution to Malta’s GDP increased by 16.8%, recording what the WTTC identified as the highest growth rate among European economies, compared with average growth of 2.6% across Europe.

According to the Malta Tourism Authority, the country’s tourism strategy focuses not solely on increasing visitor arrivals but also on generating economic, social and environmental value, with an emphasis on resilience, innovation, local identity and benefits for local communities.

Investment, Infrastructure and AI Take Centre Stage

The summit’s agenda includes investment, transport connectivity, technology and artificial intelligence (AI), workforce development, destination competitiveness and sustainable growth.

Particular attention is being paid to the role of artificial intelligence in tourism, as businesses explore how automated applications could transform customer service, travel planning and day-to-day operations.

Infrastructure and labour shortages are also central topics, alongside the need for investment that will enable destinations to accommodate growing demand without compromising their sustainability.

The WTTC’s forecasts point to a positive outlook for European tourism in 2026, with the sector expected to expand faster than the wider economy.

However, the final outcome will depend on geopolitical developments, economic conditions, the availability of transport capacity and labour, and the ability of destinations to adapt to emerging technological and environmental requirements.