Travel and tourism across Europe is forecast to grow by 3.1% in 2026, outperforming the wider economy and accelerating from the sector’s 2.6% growth recorded in 2025, according to the latest research from the World Travel & Tourism Council (WTTC).

The figures were released at the opening press conference of WTTC’s 26th Global Summit in Malta, where more than 1,000 delegates, including over 200 leading Travel & Tourism CEOs and government leaders, have gathered in Valletta. More than 100 speakers are taking part in the summit programme.

The event is drawing prominent political and industry figures, including former Canadian Prime Minister Justin Trudeau, former Spanish Prime Minister José María Aznar, European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas, and Nick Adams, the first US Presidential Envoy for Tourism.

WTTC’s latest outlook points to continued resilience across the global sector despite geopolitical tensions and economic uncertainty.

Travel & Tourism worldwide is expected to expand by 2.5% in 2026, exceeding the growth rate of the global economy.

Europe is expected to outperform the global average, with international visitor spending projected to rise 5.8%. Leisure travel spending is forecast to increase 3.1%, while business travel spending is expected to grow by 4.2%.

The sector remains a major contributor to Europe’s economy and labour market, supporting approximately one in 10 jobs across the region.

Its continued expansion is expected to create further opportunities for businesses, communities and destinations.

Manfredi Lefebvre, Chairman, WTTC, said: “The WTTC Global Summit brings together the leaders shaping the future of Travel & Tourism. Malta’s Government has shown strong leadership and commitment to our sector, making it an ideal host for these important discussions. Over the coming days, we will strengthen partnerships, advance new initiatives and help ensure Travel & Tourism continues to drive growth, investment and opportunity around the world.”

WTTC President and CEO Gloria Guevara said the sector had demonstrated significant resilience despite ongoing global challenges.

“Travel & Tourism continues to demonstrate remarkable resilience. Globally, the sector contributed US$11.6 trillion to the economy last year, representing 9.8% of global GDP, and supported 366 million jobs – nearly one in every nine jobs worldwide. Despite significant geopolitical challenges, we expect the sector to grow 2.5% this year, outpacing the global economy.

In Europe, the outlook is even stronger, with Travel & Tourism forecast to grow 3.1% in 2026. This is a sector that is ready to invest and innovate, but governments must create the right conditions – enabling seamless travel, strengthening connectivity, developing talent and supporting sustainable growth. The choices made today will determine how much of this opportunity Europe captures.”

Malta is hosting the summit as the country seeks to promote a tourism model focused not simply on increasing visitor numbers but on generating greater economic, social and environmental value.

Carlo Micallef, CEO of the Malta Tourism Authority, said: "Through our vision for the future we are not seeking to welcome more visitors only. We want to create greater value, not only economic, but also social and environmental. We want tourism that is sustainable and resilient. Tourism that embraces innovation while remaining rooted in our identity. Tourism that creates meaningful experiences for visitors while delivering tangible benefits for the communities that welcome them. And above all, tourism that remains a force for good. Hosting this Summit gives us an extraordinary opportunity to place that ambition within a global conversation."

Dr Charles Mangion, Chairman of the Malta Tourism Authority, highlighted the significance of bringing the international tourism community to Malta and stressed the importance of ensuring local communities benefit from continued sector growth.

“For Malta, hosting a gathering of this significance is a moment of great pride. To welcome more than 200 of the world’s leading voices in Travel and Tourism is a recognition not only of Malta’s achievements as a tourism destination, but also of the role we aspire to play within the wider international tourism community. It is an opportunity to reflect on how we can continue to grow and strengthen our tourism sector while remaining mindful of our responsibilities to the people and communities that make Malta what it is. Above all, we must ensure that the well-being of our communities remains at the heart of this progress, so that the benefits of growth are shared and our development remains sustainable for generations to come.”

The WTTC summit, themed FUTU[RE]SET, will focus on the policies, partnerships and innovations needed to strengthen the competitiveness of Travel & Tourism in the coming years.

Key issues under discussion include investment, connectivity, technology and artificial intelligence, workforce development, destination competitiveness and sustainable growth.

These areas are expected to be central to the sector’s ability to respond to changing traveller demand and wider economic and geopolitical pressures.

Malta’s selection as host reflects the country’s commitment to tourism and the sector’s role as a driver of economic growth and international engagement.

WTTC’s latest Economic Impact Research forecasts that Travel & Tourism will contribute $4.9 billion to Malta’s economy in 2026.

This would represent 16.9% of the country’s GDP and support more than one in five jobs.

The figures also underline Malta’s strong recent tourism performance. In 2025, the country recorded the highest annual increase in Travel & Tourism’s contribution to GDP among European economies, with growth of 16.8%, compared with a European average of 2.6%.

Against this backdrop, the WTTC summit is intended to move beyond discussion towards practical action.

Governments and businesses are being brought together to address investment and connectivity challenges, accelerate the adoption of technology and AI, develop the tourism workforce and promote sustainable destination growth.

With Europe’s Travel & Tourism sector expected to expand faster in 2026, WTTC says the decisions taken by governments and industry leaders will be critical to determining how effectively the region converts growth into long-term economic, social and environmental benefits. -TradeArabia News Service