Published on
October 26, 2025
In 2024, Europe’s tourism industry experienced a significant surge, with total overnight stays across the EU increasing by 2.7% from the previous year, surpassing pre-pandemic levels. A notable driver of this growth was the rise in domestic travel, which accounted for over half of the total overnight stays. As the pandemic’s effects continue to recede, domestic travelers are proving essential in the recovery of Europe’s tourism sector, helping to spread the economic benefits across a variety of regions.
The Rise of Domestic Travelers in Europe
A key trend in Europe’s tourism recovery has been the increasing number of locals traveling within their own countries. Domestic tourists contributed 51.9% of overnight stays in 2024, amounting to over 1.57 billion stays. This shift toward homegrown tourism highlights changing preferences, as people are opting to explore their own countries, avoiding the uncertainties of international travel while still seeking the joy and relaxation of a getaway.
Countries like Cyprus, Malta, Latvia, and Poland saw impressive double-digit growth in domestic tourism, with each of these nations recording an increase of around 14%. This surge has been bolstered by targeted marketing campaigns, infrastructure development, and a focus on showcasing regional attractions. In fact, Poland saw the highest rise in domestic stays, with an increase of 14.5%, driven by popular beach destinations and cultural hubs that were previously overshadowed by larger cities.
The Impact of Domestic Tourism on Local Economies
Domestic tourism has provided a much-needed boost to local economies across Europe. For regions that are not typically tourist hotspots, the influx of local visitors has allowed businesses to thrive without the overwhelming crowds of international travelers. Smaller towns, rural areas, and less-visited parts of popular destinations have all seen a rise in tourism spending.
The distribution of tourism revenue has been more even across regions, helping to reduce the reliance on a few major tourist cities. Cities like Rome, Paris, and Barcelona continue to attract international visitors, but areas that were previously off the beaten path have flourished due to domestic travel. This shift also reduces the pressure on traditionally crowded destinations, creating opportunities for sustainable tourism.
Governments and tourism boards have recognized the value of domestic travelers and are continuing to invest in initiatives that support this segment. These include promoting off-season travel, offering subsidies for locals to explore regional attractions, and investing in tourism infrastructure outside major cities.
International Tourism Still Strong: Europeans Traveling Within the EU
While domestic travelers have been a driving force behind the sector’s recovery, international visitors have also played a significant role. Non-domestic tourists made up 48.1% of overnight stays in 2024, and Europeans continue to travel across the continent. In particular, travelers from neighboring EU countries have been the most prominent group, accounting for 61.6% of international visits. This trend underscores Europe’s interconnectedness, with travelers moving freely between countries to enjoy diverse experiences.
Visitors from the UK and Switzerland were also significant contributors to international tourism in the EU. Despite economic challenges, travelers from these regions continue to explore neighboring European countries. Non-EU countries, such as the United States, Canada, and Australia, have also maintained a presence, although their share of international stays is smaller.
This international influx is essential for Europe’s tourism sector, as it fuels cultural exchange and supports the growing demand for global business and leisure travel. Many European destinations are focused on attracting both domestic and international tourists, recognizing that both play complementary roles in the industry.
The Shift Toward Sustainable Travel
The rise in domestic tourism also signals a shift toward more sustainable travel practices. As travelers become more environmentally conscious, many are choosing to explore destinations closer to home. This trend aligns with the broader movement toward responsible travel, where people are increasingly aware of their carbon footprint.
Rail travel, in particular, has experienced a resurgence, with many Europeans opting for train journeys to nearby destinations instead of flying. This shift is in line with the European Union’s goals of reducing greenhouse gas emissions and promoting low-impact transportation options. For tourists, this approach allows them to enjoy the scenic landscapes of Europe while minimizing their environmental impact.
Regional Tourism: A Key Focus for the Future
As Europe continues to recover and grow its tourism industry, regional tourism will remain a critical focus. Governments are investing in improving transportation infrastructure, such as high-speed rail links, and enhancing amenities in less-visited areas. This strategy not only supports sustainable tourism but also ensures that the economic benefits of tourism are spread more evenly across the continent.
Regional tourism initiatives are also helping to protect cultural heritage and preserve local traditions. By promoting smaller towns and rural areas, Europe is fostering a sense of pride and preserving the unique identities of its diverse communities. This can lead to a more authentic travel experience for visitors and a deeper connection to the local culture.
Looking Ahead: Sustaining Growth in European Tourism
The rise of domestic tourism in 2024 is a hopeful sign for the future of Europe’s tourism industry. As travel habits continue to evolve, it is clear that domestic travelers will remain at the heart of the recovery. By investing in regional infrastructure, promoting sustainable travel, and nurturing both domestic and international markets, Europe is poised for continued success in the coming years.
The key to sustaining growth will be to strike a balance between welcoming tourists from all over the world and ensuring that local communities and environments are protected. By embracing new trends in travel and focusing on sustainability, Europe’s tourism sector can thrive well into the future, offering unforgettable experiences for travelers while ensuring a positive impact on the local economy and environment.
