Eastern Europe set to capture surge in European tourism by 2036
A study commissioned by Accor forecasts a 32% rise in European hotel nights by 2036, with the strongest growth expected in the Balkans and Baltic countries.
Accor’s latest forecast, based on Tourism Economics data for 47 European nations, predicts a 32% increase in accommodation demand across the continent by 2036. Traditional powerhouses—Paris, Rome, Barcelona and London—will retain more than half of all international nights, but the fastest growth will occur in the Balkans and Baltic regions, driven by better transport links and lower costs. Albania’s Ksamil coast is already seeing a surge of construction and visitors, prompting Accor to launch the Green Coast Hotel under its MGallery brand in 2025.
Bulgaria is positioning its Black Sea beaches and historic cities as budget-friendly alternatives, while Serbia’s Belgrade offers a mix of architecture and nightlife. In Central Europe, new luxury openings in Budapest illustrate the market’s renewal. The study also projects a dramatic rise in travelers from China, South Korea and the Middle East, reshaping hotel clientele across the continent.
Why it matters
Understanding where tourism growth will occur helps investors and policymakers plan infrastructure and hospitality investments.
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