Travel and tourism in Europe is forecast to grow 3.1% in 2026, outpacing the wider economy, the World Travel & Tourism Council (WTTC) said on October 7.
That compares with growth of 2.6% in 2025 and a global forecast of 2.5% this year. International visitor spending in Europe is projected to rise 5.8%, with leisure and business travel spending up 3.1% and 4.2% respectively. The sector supports around one in ten jobs across the region.
“This is a sector that is ready to invest and innovate, but governments must create the right conditions,” said Gloria Guevara, president and CEO of WTTC, citing seamless travel, stronger connectivity, talent development and sustainable growth.
The research was released at the opening press conference of WTTC’s 26th Global Summit in Valletta, which runs from October 7 to 9. More than 1,000 delegates are attending, including over 200 travel and tourism CEOs and government leaders, and more than 100 speakers. They include former Canadian prime minister Justin Trudeau, former Spanish prime minister Jose Maria Aznar, European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas and Nick Adams, the first US Presidential Envoy for Tourism.
Globally, the sector contributed $11.6tn to the economy last year, or 9.8% of global GDP, and supported 366mn jobs, according to WTTC.
Travel and tourism is forecast to contribute $4.9bn to the Maltese economy in 2026, or 16.9% of GDP, supporting more than one in five jobs in the country. Malta recorded the strongest annual increase in the sector’s GDP contribution in Europe in 2025, at 16.8%, against the European average of 2.6%.
“We want to create greater value, not only economic, but also social and environmental,” said Carlo Micallef, CEO of the Malta Tourism Authority. Charles Mangion, the authority’s chairman, said the well-being of local communities must stay at the centre of growth.
Discussions at the summit cover investment, connectivity, technology and artificial intelligence, workforce development, destination competitiveness and sustainable growth. WTTC says the choice of Malta reflects the Maltese government’s support for tourism as a driver of economic growth and international engagement.