Malta & Luxembourg Drive Europe’s Tourism Growth

Tourism in Europe saw dynamic growth last year, with Malta and Luxembourg standing out among destinations that outpaced larger markets such as France, Spain, and Italy. New figures show both countries have expanded their tourism appeal, attracting more visitors and boosting revenues across sectors.

In Malta, strong tourism numbers continued in 2025, with over 4 million visitors and nearly €4 billion in tourism spending, reflecting robust demand and effective strategic marketing. Growth was broad-based, with higher visitor numbers during traditionally slower months and increased daily spending per tourist, helping Malta lead the EU in overnight stays.

Malta’s tourism sector also benefited from expanded air connectivity and a focus on sustainable travel experiences. Upgrades to infrastructure and targeted campaigns helped spread visitor demand beyond peak summer months, strengthening the industry’s long-term appeal.

In Luxembourg’s case, tourism growth has been supported by niche cultural attractions, picturesque landscapes, and efforts to diversify offerings. Its strategic location in the heart of Europe, combined with investments in high-quality tourism experiences, helped draw travellers seeking both relaxation and culture.

Experts say that these smaller European destinations succeeded by offering unique experiences and emphasizing sustainability, quality, and diversification — a strategy that might help them keep growing even as competition increases across the continent.

Read more: travelandtourworld.com/news/article/malta-and-luxembourg-overtakes-france-spain-italy-greece-sweden-and-others-in-propelling-european-tourism-growth-and-revenue-with-a-surge-in-tourist-arrivals-last-year

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