Slovenia Joins Greece, Spain, Denmark, Bulgaria, Croatia, Latvia, Finland, and More in a Remarkable Tourism Surge Redefining European Travel

Slovenia joins Greece, Spain, Denmark, Bulgaria, Croatia, Latvia, Finland, and more in a remarkable tourism surge in 2025, thanks to a combination of unique cultural offerings, breathtaking natural beauty, and improved travel infrastructure. This surge is reshaping European travel as every one of these nations draws in more foreign travelers courtesy of sustainable tourism policies as well as an increasing worldwide appetite for off-the-beaten-path travel. Because of their stunning cities, historical sites, and varied scenery, these nations are leading the revival of Europes tourism renaissance.

Slovenia joins Greece, Spain, Denmark, Bulgaria, Croatia, Latvia, Finland, and Norway in 2025, celebrating record increases in foreign tourism. This increase in international visitors to these countries reflects a wider recovery trend in Europe, where tourism is reviving from very difficult years. The boost in foreign tourist arrivals is a result of many factors, including a region’s culture, geographical features, enhanced flight and travel routes, and more sustainable travel options.

Each of these countries have unique features that have adequately worked for their tourist attraction. Slovenia with its stunning lakes, mountains and charming capital Ljubljana has worked well in attracting eco-travelers. Greece is still known for its ancient history, world-class islands, and rich culinary scene which continues to draw people from every corner of the world. Spain’s diverse landscapes, dynamic cities, and beautiful beaches continue drawing millions of tourists every year.

Denmark and its beautiful modern cities like Copenhagen are a hit with the tourists, coupled with the country’s eco-friendly policies makes it a favorite for green travelers. Bulgaria’s rich culture coupled with its beautiful coastline makes it a favorite for budget travelers. Along with Croatia who’s stunning coastline and sites like Dubrovnik and Latvia’s cultural scene and pristine nature also continue to draw international visitors.

Last but not least, Finland and Norway particularly shine with their breathtaking natural attractions such as the Northern Lights and their focus on green tourism. As a whole, these countries shape a captivating mosaic in the tourism map which is expected to flourish in 2025.

Slovenia: A Rising Star in European Tourism

Slovenia is one of the most exciting success stories in European tourism in 2025. The country has seen a 9% rise in foreign tourist arrivals, with nearly 3 million international visitors in the first seven months of the year. This growth is in part from Slovenia’s gorgeous tourist hotspots like Lake Bled, Julian Alps, and the Škocjan Caves, all of which are featured in global travel books.

Because of Slovenia’s rich history, the capital, Ljubljana, is becoming renowned for its old town, modern art, and the recently booming café culture. Eco-friendly tourists as well as culture enthusiasts are delighted with the sustainability and pedestrian-friendliness of the city, which has made it a leader in Slovenia and a hot-spot for eco-friendly travelers. Slovenia is fostering green tourism which is becoming popular with foreign tourists seeking genuine eco-friendly adventures. Tourists can now also access better air transportation options, making it easier to fly into Slovenia from major international airports.

The sharp rise of foreign tourists has greatly boosted the Slovenia economy. Increased tourist spending is also supporting local businesses like hotels, restaurants, and retail. Slovenia is expected to continue its upward growth in the tourism sector because of its reputation as a sustainable and affordable location.

Slovenia: A Hidden Gem Awaiting Your Discovery

Slovenia is fast becoming one of Europe’s top destinations, offering a combination of stunning landscapes, charming cities, and rich cultural heritage. Here’s your essential city guide for Slovenia.

Ljubljana: The Fairytale Capital You Can’t Miss

Slovenia’s capital, Ljubljana, is a mix of history, art, and modern living.

• Ljubljana Castle: A must-visit for panoramic views of the city.
• Tivoli Park: A large park perfect for a relaxing afternoon.
• Triple Bridge & Ljubljanica River: Iconic architectural structures and charming walkways.

Lake Bled: Slovenia’s Stunning Lake of Dreams

Lake Bled is one of Slovenia’s most iconic destinations.

• Bled Island & Church of the Assumption: Take a traditional boat ride to the island.
• Bled Castle: Offering the best views of the lake and surrounding mountains.
• Vintgar Gorge: A beautiful walk through a narrow gorge with crystal-clear water.

Postojna Cave: Explore the Underground World

Postojna Cave is a must-see underground wonder.

• Postojna Cave: One of the longest caves in Europe, with unique limestone formations.
• Predjama Castle: A dramatic castle built into a cliff near the cave.

Greece: A Record-Breaking Year for Tourism

In 2025, Greece’s tourism industry enjoyed significant expansion, marking 11.7 million inbound travelers, a modest 0.6% growth from the previous year. However, the most noteworthy success was the surge in the industry’s revenue, as travel receipts increased by 11% amounting to €7.6 billion. The boost in revenue was primarily attributed to increased visitor spending, a 24% increase in travel payments, as well as a 10.1% rise in the average spending per overnight stay.

The United States has greatly contributed to this boost, with a 29.4% surge in American visitors. Greece has always been a popular travel destination because of its islands, historical sites, and the rich culture it has to offer. Greece never disappoints travelers, as its ancient ruins of Athens and the breathtaking beaches of the Aegean Sea continue to allure tourists.

With the addition of off-season visits, Greece’s winter tourism and culture marketing has been effective, resulting in year-round tourism. Implementing sustainable tourism like eco-friendly lodgings, diminishing the carbon footprint of traveling, and actively trying to reduce tourism’s environmental repercussions—all of which Greece’s tourism industry increasingly focuses on—are appealing to travelers concerned with their carbon footprint. While Greece’s tourism industry is on the rise, it enhances Europe’s competitiveness in the tourism market.

Greece: The Timeless Beauty of Sun, Sea, and History

Greece offers a wealth of history, stunning coastlines, and vibrant cities. Here’s your ultimate city guide to Greece.

Athens: Walk Through Ancient History in the Heart of Greece

Athens is home to iconic landmarks and ancient treasures.

• Acropolis & Parthenon: The symbol of ancient Greek culture and architecture.
• Acropolis Museum: Showcases artefacts from the Acropolis.
• Plaka Neighbourhood: Charming streets full of restaurants and shops.

Santorini: A Picture-Perfect Island Getaway

Santorini is famous for its stunning sunsets and unique landscapes.

• Oia: A picturesque town known for its whitewashed buildings and breathtaking sunsets.
• Fira: A lively town with shops, cafes, and restaurants, offering stunning views of the caldera.
• Black Sand Beaches: Relax on the volcanic beaches of Kamari and Perissa.

Crete: Greece’s Largest Island, Full of Secrets

Crete offers history, nature, and relaxation.

• Palace of Knossos: The ancient Minoan palace and archaeological site.
• Samaria Gorge: A beautiful hike through one of Europe’s longest gorges.
• Elafonissi Beach: Famous for its pink sands and crystal-clear waters.

Spain: Strong Growth and Increased Spending

Spain remains one of the most popular travel destinations in Europe, and 2025 is no exception. In the first half of the year, Spain saw 9.5 million international arrivals, a 4.7% increase compared to the same period in 2024. This figure not only represents a year on year growth of 4.7% but further cements the notion that Spain is a favorite travel destination in Europe. Apart from the growing number of visitors, Spain’s tourism spending has also seen a boost. The expenditure has increased by 7.5% on the previous figure reaching a total of 59.6 billion Euros. This has also imposed a greater level of spending which is owing to the increased expenditure on foreign trips.

A contributing factor to Spain’s thriving tourism industry is the cultural diversity the country has to offer. It is also known for its amusement parks such as the ones located at the beaches of Costa Brava where visitors can unwind after a long day of feasting on the delicious Mediterranean meals the country offers. The vibrant culinary scene and splendid weather further compliment the region and Spain’s tourism.

Spain’s economy is further benefitting from the growing number of foreign tourists as major transportation links such as the country’s airports have also seen a surge in traffic. This coupled with adventure sports and its abundance in historical artifacts only beautifies the country and makes it more appealing to foreign travelers.

Spain: Passion, Culture, and Beachside Bliss Await You

Spain’s blend of history, culture, food, and beaches makes it a year-round travel destination. Here’s your ultimate city guide to Spain’s highlights.

Barcelona: Where Art, Architecture, and Beaches Meet

Barcelona is a city full of art and architectural marvels.

• Sagrada Familia: Gaudí’s masterpiece, still under construction.
• Park Güell: Another of Gaudí’s creations, filled with colourful mosaics and beautiful gardens.
• La Rambla: A famous street lined with shops, cafés, and entertainment.

Madrid: The Heart of Spain

Madrid is filled with history, culture, and exciting nightlife.

• The Prado Museum: Home to some of the most important works in Western art.
• Royal Palace: The grandest palace in Spain, with stunning gardens.
• Puerta del Sol & Gran Vía: Madrid’s vibrant shopping and entertainment areas.

Seville: The Soul of Andalusia in Every Step

Seville is full of history, flamenco, and beautiful architecture.

• Alcázar of Seville: A stunning royal palace complex with exquisite gardens.
• Seville Cathedral & Giralda Tower: The largest Gothic cathedral in the world.
• Plaza de España: A magnificent square featuring a semi-circular building and water channels.

Denmark: A Surge in Long-Haul Arrivals

Denmark has witnessed a 24% increase in overnight stays from American tourists in Q2 2025, indicating a growing interest from long-haul markets. Denmark’s capital, Copenhagen, is particularly well-positioned to benefit from this influx of tourists due to its modern and historic sites, as well as a thriving culinary scene.

Copenhagen’s reputation for green living makes the city particularly attractive to travelers. Environmentally friendly tourism is bolstered by the city’s bike-friendly streets, renewable energy pushing hotels, and the eco-friendly nature of Denmark. Further historical sites, museums, and the arts also add to Denmark’s royal allure.

Growth in American tourists is anticipated to extend for the foreseeable future. Continued development of tourism infrastructure and targeted international marketing are key investments expected to draw visitors. Denmark’s emphasis on sustainable tourism, rich culture, and eco-friendly offerings ensure the country is well-positioned for long haul travelers.

Denmark: Timeless Design and Nature – Explore Denmark’s Charm

Denmark’s blend of modern design, historical landmarks, and natural beauty make it an attractive destination for all types of travellers.

Copenhagen: A Stylish City of Culture and Design

Copenhagen is a city full of charm and style.

• Tivoli Gardens: A historic amusement park offering rides, gardens, and live entertainment.
• Nyhavn: A picturesque canal lined with colourful buildings and cafés.
• The Little Mermaid Statue: A symbol of Copenhagen, inspired by Hans Christian Andersen’s tale.

Aarhus: A Modern, Creative City

Aarhus offers a blend of cultural treasures and modern vibes.

• ARoS Aarhus Art Museum: Known for its rainbow-coloured rooftop.
• Den Gamle By: An open-air museum showcasing Denmark’s history.
• Marselisborg Palace Gardens: Beautiful gardens and walking paths near the royal residence.

Odense: Walk in the Footsteps of Fairytales

Odense, the birthplace of Hans Christian Andersen, is a town full of fairytale charm.

• Hans Christian Andersen Museum: Learn about the life and works of Denmark’s famous storyteller.
• Odense Zoo: A family-friendly attraction with a variety of animals.
• Funen Village: An open-air museum recreating Denmark’s rural past.

Bulgaria: Steady Growth and Expanding Appeal

Bulgaria has similarly experienced a sharp increase in tourism activity with 1.3 million Bulgarians traveling for tourism in Q2 2025. This is a 4.1% increase year on year and reflects the growing trend of both domestic and international travel. Nature and adventure tourism continue to be important attractors in the country’s diverse geography which includes the coastline of the Black Sea and the mountains of the Balkans.

Not only does Bulgaria offer breathtaking picturesque landscapes, the country also boasts a rich cultural heritage with historical cities such as Plovdiv and Sofia. Additionally, the country is relatively cheap compared to some of the other destinations in Europe, making Bulgaria an increasingly popular travel destination. Tourists from neighboring countries like Romania and Turkey are coming to Bulgaria for the wide range of cultural offerings, in addition to beach vacations and ski resorts.

Investment in the country’s infrastructure and marketing of its attractions has boosted the tourism sector. The enchanting Bulgaria is anticipated to receive even more international tourists in the upcoming years.

Bulgaria: A Rich History and Natural Beauty – Explore Bulgaria’s Highlights

Bulgaria is a country with rich history, diverse landscapes, and welcoming people. From the Black Sea coast to the mountains, Bulgaria offers unforgettable experiences.

Sofia: The Historical Heart of Bulgaria

Sofia is a mix of ancient history and modern living.

• Alexander Nevsky Cathedral: A stunning landmark with golden domes and impressive interiors.
• Vitosha Boulevard: A lively shopping street filled with restaurants and cafés.
• Boyana Church: A UNESCO World Heritage Site with medieval frescoes.

Plovdiv: Bulgaria’s Cultural Capital

Plovdiv is one of Europe’s oldest continuously inhabited cities.

• Roman Theatre: One of the best-preserved ancient theatres in the world.
• Old Town: A maze of cobblestone streets and traditional Bulgarian houses.
• Kapana District: A creative area filled with galleries, cafés, and boutiques.

Varna: Bulgaria’s Seaside Escape

Varna is a perfect destination for beach lovers.

• Sea Garden: A vast park along the beach with lush greenery and walking paths.
• Varna Archaeological Museum: Home to ancient treasures, including the world’s oldest gold.
• Golden Sands Beach: A popular beach known for its golden sand and crystal-clear waters.

Croatia: A Record Year for Tourist Arrivals

Croatia is having a record-breaking year for tourism in 2025. As of mid-August, the country has welcomed 15.5 million tourists, a 10.4% increase in tourist spending compared to the previous year. Croatia’s tourism sector is on the rise. The country welcomed 15.5 million tourists by mid August 2025, an increase of 10.4% when compared with the previous year.

In recent years, Croatia has promoted off peak travelling, focusing on non summer eco tourism and winter sports. The country is pushing for year round tourism by extending the travelling season. With campaigns focusing on cultural events, eco tourism, and winter sports, Croatia is implementing a model to bring visitors to the country, all year round.

The success of the tourism sector in 2025 has created millions of jobs, boosting local businesses. Croatia is now able to leverage its vast array of historic attractions, stunning landscapes, and amazing value for money. Croatia is swiftly establishing itself as the prime travel destination in for Europe.

Croatia: The Adriatic Beauty – Discover Croatia’s Coastal Wonders

Croatia is famed for its coastline, historic towns, and breathtaking landscapes. Here’s a guide to the top destinations in Croatia.

Dubrovnik: The Pearl of the Adriatic

Dubrovnik is a UNESCO World Heritage site, rich in history and beauty.

• City Walls: Walk along the ancient city walls for stunning views of the sea and Old Town.
• Rector’s Palace: A historical building showcasing the city’s rich past.
• Banje Beach: Relax on the beach while enjoying breathtaking views of the city.

Split: The Heart of the Dalmatian Coast

Split is a city full of ancient ruins and Mediterranean charm.

• Diocletian’s Palace: A massive Roman palace that forms the heart of the city.
• Marjan Hill: A great spot for panoramic views of the city and surrounding islands.
• Riva Promenade: A vibrant waterfront promenade lined with cafés and restaurants.

Plitvice Lakes: Nature’s Masterpiece

Plitvice Lakes National Park is a UNESCO World Heritage site and one of the most beautiful places in Europe.

• Waterfalls: Explore the stunning series of cascading waterfalls.
• Hiking Trails: Wander through lush forests and crystal-clear lakes.
• Boat Tours: Take a boat ride across the serene lakes for the best views.

Latvia: Growth in Visitor Numbers

Latvia has experienced a 5.5% increase in the number of non-resident arrivals in Q2 2025, reflecting the country’s growing popularity among international tourists. Visitors continue to flock to the capital Riga for its Old Town, rich medieval architecture, as well as cultural events and festivals. Nature-loving tourists, out for an adventure, are attracted to Latvia’s Gauja National Park, its beautiful forests, and lakes.

Latvia’s growth in international tourism is part of a wider trend in the Baltic Region, and neighboring countries Lithuania and Estonia are also seeing an increased volume of international visitors. Latvia’s cultural and historical legacies as well as its environmentally responsible tourism policies combined with its active artistic life have made the country a rising international tourist attraction.

Having Latvia’s unique offerings in mind, the country has a good chance of growth in the tourists’ influx for the next few years further consolidating its position in the European tourism map.

Latvia: A Baltic Gem Full of Culture and Beauty

Latvia offers a unique combination of vibrant cities and stunning nature. Whether you’re exploring the capital or relaxing by the sea, Latvia has something for everyone.

Riga: The Capital of Culture

Riga is a UNESCO World Heritage city with rich history and art.

• House of Blackheads: A stunning building in the heart of Old Town.
• Riga Central Market: One of the largest markets in Europe.
• Riga Art Nouveau District: Admire the unique architecture in this historic area.

Jurmala: Relaxation by the Baltic Sea

Jurmala is a peaceful beach town with sandy shores and soothing waves.

• Jurmala Beach: Long stretches of soft sand, perfect for sunbathing.
• Jurmala City Museum: Learn about the town’s history and spa culture.
• Kemeri National Park: A beautiful park filled with wetlands, trails, and birdwatching opportunities.

Sigulda: Latvia’s Fairytale Landscape

Sigulda offers stunning views and historic sites.

• Turaida Castle: A medieval castle with panoramic views of the Gauja Valley.
• Sigulda Cable Car: Take the cable car for a bird’s-eye view of the scenic landscape.
• Gauja National Park: Latvia’s largest national park, perfect for hiking and nature walks.

Finland: Increased Interest in Nature and Adventure Tourism

In 2025, Finland will welcome 15% more international tourists, and the country’s vast natural landscapes will remain the main draw, the Northern Lights, snowy Lapland, and Finland’s signature serene lakes. Besides nature, Finland offers enchanting activities like Santa Claus Village, ice fishing, and husky sledding, all of which position the country as an adventurist and nature tourism hotspot.

The international tourism market is Finland’s focus on sustainability. Finland’s green hotels, national parks, and ecotourism contribute to her international appeal as an environmentally responsible travel destination.

Renewable resources and nature-based tourism Finland offers are the main factors for the rising global interest in the country, and Finland’s diverse options will continue to charm international travelers.

Finland: Nature’s Paradise – Discover Finland’s Wilderness

Finland’s pristine nature, the Northern Lights, and winter sports make it a dream destination for nature lovers and adventurers.

Helsinki: The Stylish Finnish Capital

Helsinki is known for its modern design, beautiful parks, and seaside location.

• Suomenlinna Fortress: A UNESCO World Heritage site, offering both history and views of the Baltic.
• Helsinki Cathedral: A stunning neoclassical church with magnificent views of the city.
• Market Square: A bustling market filled with local products, food stalls, and souvenirs.

Rovaniemi: The Official Home of Santa Claus

Visit Rovaniemi and experience the magic of the Arctic Circle.

• Santa Claus Village: Meet Santa Claus year-round and cross the Arctic Circle.
• Arctic Wildlife Park: See native Arctic animals like reindeer and huskies.
• Northern Lights Viewing: The best place to see the Northern Lights in Finland.

Lapland: A Winter Wonderland to Explore

Lapland is the ultimate winter destination.

• Ski Resorts: Enjoy skiing and snowboarding in Levi and Ruka.
• Husky Sledding: Experience the thrill of a husky-led adventure through snowy forests.
• Ice Hotels: Stay in a hotel made entirely of ice and snow for a truly unique experience.

Norway: A Surge in US Visitor Arrivals

Norway has experienced a remarkable 35% increase in overnight stays from U.S. visitors in Q2 2025, reflecting the country’s growing appeal among long-haul travellers. Norway is well known for its landscapes such as: the iconic fjords, mountains, and the Northern Lights which Norway is steadily becoming a go to country for travel and adventure.

The increased U. S. travel to Norway is a part of a larger shift of long-haul travel arrivals to Europe. Norway’s hiking, and fjord cruising, as well as the truly spectacular Northern Lights, continue to draw in an abundance of tourists wanting to experience nature’s greatest wonders. Norway’s dedication to environmentally sustainable tourism that is aimed at preserving nature as well as the country’s natural charm greatly attracts travelers that care for the environment.

Norway also draws more attention due to its unique culture. Its museums, arts and festivals, as well as ancient towns like Bergen and Oslo enable tourists to immerse themselves in the Norwegian culture. Norway is increasing in popularity, as are international tourists which enable the country to further grow its tourism industry.

Norway: Majestic Fjords and Scenic Beauty – Explore Norway’s Wonders

Norway’s dramatic landscapes, fjords, and charming cities make it a must-visit destination in Europe.

Oslo: Culture and Nature in Perfect Harmony

Oslo offers a unique blend of nature and culture.

• Viking Ship Museum: See some of the world’s best-preserved Viking ships.
• Vigeland Park: The world’s largest sculpture park created by one artist.
• Oslo Opera House: Enjoy the modern architecture and views of the Oslofjord.

Bergen: The Gateway to Norway’s Fjords

Bergen is the perfect base for exploring Norway’s fjords.

• Bryggen Wharf: A UNESCO World Heritage site with colourful wooden houses.
• Fløibanen Funicular: Ride up to Mount Fløyen for panoramic views of Bergen and the fjords.
• Fish Market: A lively market with fresh seafood and local delicacies.

Geirangerfjord: The Iconic Norwegian Fjord

Geirangerfjord is Norway’s most famous fjord.

• Boat Cruise: Take a boat cruise through the fjord to see waterfalls and dramatic cliffs.
• Hiking: Hike to viewpoints like Dalsnibba for breathtaking views of the fjord.
• Seven Sisters Waterfall: A stunning waterfall located along the fjord.

The first half of 2025 has been a record year for European tourism, with countries like Slovenia, Greece, Spain, Denmark, Bulgaria, Croatia, Latvia, Finland, and Norway experiencing significant growth in foreign tourist arrivals. This trend highlights the increasing demand for diverse and unique travel experiences, from cultural exploration to nature-based adventures and eco-tourism.

Slovenia joins Greece, Spain, Denmark, Bulgaria, Croatia, Latvia, Finland, and more in a remarkable tourism surge in 2025, driven by their unique attractions, improved accessibility, and growing global interest in sustainable travel experiences. This surge is redefining European travel as these countries offer diverse cultural and natural treasures that captivate visitors.

As these countries continue to invest in tourism infrastructure, marketing, and sustainability efforts, they will only strengthen their appeal to international visitors. Europe’s tourism industry is poised for continued growth, with countries like Norway leading the way in attracting long-haul travellers looking for unique, nature-filled experiences.