Europe welcomed around 350 million international tourists in the first half of 2026, a 3% rise on last year and one of the strongest performances of any world region, according to UN Tourism's latest World Tourism Barometer. Only Africa did better, with 4% growth.
But the headline number hides a split. Southern Mediterranean Europe, plus Central and Eastern Europe, each grew 4%, and Northern Europe managed 3%. Western Europe actually went backwards, with arrivals down 1% — a drop UN Tourism puts down to June heatwaves and weaker long-haul demand in some destinations during the second quarter. If you've ever tried sightseeing in a 40-degree city, the logic is easy to follow: travellers are shifting to cooler or shoulder-season spots.
The standout performer? Moldova, of all places, with a 25% jump in arrivals — the biggest increase in Europe. Greece and Ireland aren't far behind, both up 15%. For anyone who has wondered whether the region's best-known hotspots are getting too crowded, Moldova's rise suggests curious travellers are increasingly happy to go where the queues aren't.
Globally, the pattern is even more dramatic. El Salvador led the world with 37% growth, followed by Paraguay (+34%), Bhutan (+31%), Vanuatu (+30%), Palau (+29%), Mongolia (+27%), Uzbekistan (+25%) and South Korea (+21%). There's a clear theme: less-obvious destinations, many of them in Central Asia, the Pacific and Latin America, are having a moment.
Not everywhere is thriving. The Middle East saw arrivals plummet 22%, with South Asia down 5% and Southeast Asia down 1%. UN Tourism's Secretary-General Shaikha Al Nuwais noted the regional situation has affected destinations far beyond its borders, warning that resilience needs to be built before crisis hits, not after. The report also observes that conflict has partly redirected demand from Europe and Asia-Pacific toward nearby, easier-to-reach destinations.
The broader outlook is softening too. UN Tourism now expects international arrivals to grow just 1-2% for the full year, down from the 3-4% forecast back in January.
What does this mean for your holiday plans? Two things. First, if you want value and space, the countries posting the biggest growth numbers are often those that were previously under the radar — Moldova's wine country and Chișinău are far cheaper than Santorini or Dublin in high summer. Second, if you're set on Western Europe, consider travelling in spring or autumn rather than June, when this year's heatwaves clearly put people off. The data says travellers are already voting with their feet.
