Europe’s tourism engine is roaring back to life. Countries like Greece, Spain, Portugal, Croatia, Türkiye, Switzerland, and Malta are riding a wave of visitors—boosting local economies and breaking records. But one nation quietly ascending the travel charts is Hungary, with Budapest taking center stage in its remarkable tourism rise.
Europe’s Tourism Renaissance
Europe’s tourism revival is broad-based and intense. A latest report by Travel and Tour World names Greece, Spain, Portugal, Switzerland, Croatia, Türkiye, Malta—and Hungary—as the leading countries spearheading the continent’s travel momentum. This resurgence follows a strong 2024 rebound, with international arrivals up 4.9% in early 2025 and nights spent rising 2.2%, signaling resilient demand despite global headwinds.
Spain continues its dominant run. In 2024, the country welcomed 94 million foreign tourists, a 10% year-on-year rise, generating around €126 billion in spending—equivalent to 12.3% of its GDP. These numbers illustrate Spain’s enduring allure and economic reliance on tourism.
Meanwhile, Croatia is shining brighter than ever. By August 2025, the country recorded 15.5 million arrivals and 79.2 million overnight stays, marking a modest increase from 2024, while tourist spending jumped 10.4%. Others like Portugal contribute significantly too—tourism now makes up nearly 12% of its GDP, with almost 29 million visitors recorded in 2024.
Hungary’s Meteoric Rise
While Europe’s big names dominate headlines, Hungary is quietly becoming a travel heavyweight. In the first half of 2025 alone, 8.2 million visitors generated 18.9 million guest-nights, a strong performance reflecting rising interest. Budapest, along with regions like Lake Balaton, Eger, and Pécs, are drawing visitors in large numbers.
Budapest is the undisputed jewel in Hungary’s tourism crown. In February 2025, the capital saw over one million guests in a single month, a 24% increase from the same month a year earlier.. Further reinforcing the trend, September 2024 saw tourism revenue grow 20% compared to the previous year, with Budapest capturing over 13% more guest-nights than in 2023.
Domestic tourism is thriving too. In April 2025, Lake Balaton recorded a 14% increase in domestic arrivals, and Budapest saw its arrivals grow by 5.7%—again underlining Hungary’s multi-faceted appeal.
Why Hungary’s Growth Matters
Several factors fuel Hungary’s tourism ascent:
- Historic grandeur meets modern culture: Budapest enchants with its thermal baths, baroque architecture, and vibrant nightlife.
- Countryside charm: Regions like Lake Balaton offer peaceful retreats; Eger charms with its castles and wine, while Pécs captivates with UNESCO sites and Mediterranean vibes.
- Value proposition: Hungary provides a more budget-friendly alternative compared to Western European hotspots, attracting both leisure and business travelers.
These strengths are dovetailing with regional strategies to diversify tourism flows across the country, strengthening local economies while preserving authenticity.
The Broader European Picture
Europe’s tourism rebound is largely recovering to—and exceeding—pre-pandemic times. The World Travel & Tourism Council projects international tourism spending in Europe will rise 11% in 2025, reaching a staggering $838 billion.
As visitor numbers climb, policymakers are striving to manage the experience sustainably. Spain, for instance, is planning to limit short-term rentals to counterhousing inflation driven partly by tourism pressure.
In contrast, Croatia has become the most voted destination in Europe for 2025, praised for its scenic coastline, rich heritage, Mediterranean cuisine, and smart approach to sustainable and luxury tourism.
Final Thoughts
Europe’s travel boom is spearheaded by iconic destinations—Spain, Greece, Portugal, Croatia, Türkiye, Switzerland, and Malta—but Hungary is quickly consolidating its position as an emerging star. With Budapest at the helm, complemented by enchanting rural and historical destinations, Hungary offers a compelling mix of culture, affordability, and diversity.
For travelers seeking rich experiences beyond the well-trodden paths—without compromising on quality or value—Hungary is rapidly rising to the top of their lists. Whether you’re drawn by Budapest’s lights, Lake Balaton’s serenity, or the wine and history of Eger and Pécs, the country is opening new doors to European exploration.
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