Demand for tourist accommodation in Europe will grow 32% over the next decade, with Central and Eastern Europe, the Baltics and parts of the Balkans outpacing traditional hotspots, according to a report by French hotel group Accor (EPA: AC) published on October 26.
The study, based on data from Tourism Economics, forecasts more than 1.6bn extra overnight stays a year across Europe by 2036. International nights are set to rise 42% between 2026 and 2036, against 24% growth in domestic travel.
Arrivals from emerging European countries are forecast to rise 52%, compared with 34% from Western Europe. Georgia (+123%), Moldova (+107%) and Armenia (+76%) are among the fastest-growing source markets, as carriers such as FLYONE Armenia add capacity.
Long-haul demand is also climbing. Arrivals from the Middle East are expected to grow 93% and from Asia-Pacific 88%, led by China (+138%) and South Korea (+121%). Business arrivals from Asia-Pacific (+118%) and the Middle East (+112%) are set to grow fastest.
Spain, France and the UK will remain dominant, with the top five destination countries accounting for more than half of international overnight stays in 2036. Intra-European travel will still make up 77% of international arrivals.
Accor sees an opening for economy hotels as first-time travellers from China, India and emerging Europe lean on trusted budget brands in unfamiliar cities.
“While established tourism markets will continue to thrive, the next decade of growth will be shaped by new travellers, new destinations and new patterns of demand,” said Aiden McAuley, a spokesperson for Accor.
Inbound visitor spending in Europe is forecast to rise 64% from €825bn in 2026 to more than €1.3tn by 2036.
Accor is a French hospitality group operating more than 5,700 hotels across 110 countries, with brands ranging from ibis and Novotel to Sofitel and Raffles.
