Europe Looks to China, India to Spur Tourist Arrivals in 2026

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Europe’s tourism industry is seeing a marked shift this year after a prolonged post-pandemic surge in American visitors. A new survey published Wednesday by the European Travel Commission indicates that while overall international arrivals to the continent are still expected to climb by about 6.2 % in 2026, growth from the Americas is slowing compared with recent years.

The same survey projects that tourism from China and India will increase substantially, helping offset weaker interest from North America. Arrivals from China are expected to rise by roughly 28 %, while visitor numbers from India are seen climbing about 9 %, compared with 2025 figures.

Industry data also points to cooling interest in transatlantic travel among U.S. holidaymakers. According to aviation intelligence platform Cirium, bookings from Europe to the U.S. dropped around 14.2 %, and bookings from the U.S. to Europe fell 7.3 % in a year-on-year comparison, suggesting a slowing momentum in traditional American travel patterns.

Despite the slowdown in some segments, European tourism earnings remain strong. The survey estimates that travel spending across Europe rose by nearly 9.7 % in 2025, reflecting a trend toward premium and experience-focused travel. Major carriers like Lufthansa and Air France-KLM report steady demand for higher-end bookings even as economy-class transatlantic travel softens.

Officials from the European Travel Commission say the region remains a compelling destination due to its cultural richness and diversity of experiences. “Europe continues to stand out as a reliable destination, well-positioned to respond to evolving demand,” said ETC head Miguel Sanz in a statement accompanying the survey results.

This emerging pattern highlights a broader transformation in global travel flows driven by shifting economic conditions, exchange rates, and evolving travel preferences.