In Brief: Travel and tourism is forecast to expand faster than the wider economy in Europe and globally in 2026, according to research the World Travel & Tourism Council released at its Global Summit in Malta. The sector is expected to grow by 3.1% in Europe, while Malta’s tourism economy is projected to contribute $4.9 billion and support more than one-fifth of the country’s jobs.
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WTTC Global Summit Opens in Malta – Image Credit WTTC
European tourism forecast
Europe’s travel and tourism sector is expected to grow by 3.1% in 2026, exceeding both the wider regional economy and the sector’s 2.6% growth rate in 2025, according to the World Travel & Tourism Council.
The organization released the forecast as it opened its 26th Global Summit in Valletta, Malta. More than 1,000 delegates are attending the event, including over 200 tourism executives and government representatives. The program includes more than 100 speakers.
WTTC expects international visitor spending in Europe to rise by 5.8% during 2026. Leisure travel spending is forecast to increase by 3.1%, while business travel spending is projected to grow by 4.2%.
Travel and tourism supports approximately one in every 10 jobs in Europe. The organization said the sector’s future performance will depend partly on government policies covering transportation links, border procedures, workforce development, investment and destination management.
Global sector expected to outpace economy
Globally, travel and tourism is forecast to grow by 2.5% in 2026, exceeding expected growth in the wider economy despite geopolitical and economic uncertainty.
WTTC reported that the sector contributed US$11.6 trillion to the global economy last year, accounting for 9.8% of global gross domestic product. It also supported 366 million jobs, equivalent to nearly one in nine jobs worldwide.
Gloria Guevara, WTTC president and chief executive, said governments would need to improve connectivity, facilitate travel, develop workers’ skills and establish conditions for sustainable investment. She said policy decisions would affect how much of the forecast growth Europe could capture.
Delegates at the summit include former Canadian Prime Minister Justin Trudeau, former Spanish Prime Minister José María Aznar, European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas, and U.S. Presidential Envoy for Tourism Nick Adams.
Malta’s tourism economy
WTTC forecasts that travel and tourism will contribute US$4.9 billion to Malta’s economy in 2026. That would represent 16.9% of the country’s GDP and support more than one in five jobs.
In 2025, Malta recorded a 16.8% annual increase in travel and tourism’s contribution to GDP, according to the council. WTTC described that as the highest growth rate among European economies for the year, compared with the regional average of 2.6%.
Malta Tourism Authority chief executive Carlo Micallef said the country’s tourism strategy is intended to generate economic, social and environmental value rather than focus only on increasing visitor numbers. He said the strategy includes resilience, innovation, local identity and benefits for host communities.
Authority chairman Charles Mangion also said community well-being should remain part of Malta’s tourism planning. He called for the economic gains from tourism development to be shared while protecting the sector’s long-term viability.
Summit focuses on investment and technology
The summit is examining investment, transportation connections, technology, artificial intelligence, workforce development, destination competitiveness and sustainable growth. Government officials and business representatives are expected to discuss how those areas could influence tourism as traveler demand and economic conditions change.
WTTC Chairman Manfredi Lefebvre said the gathering was intended to support partnerships and develop initiatives involving governments and the private sector. The council is using the event to encourage practical responses to investment constraints, workforce needs and infrastructure gaps.
Artificial intelligence is also part of the agenda as tourism businesses consider how automated systems could affect customer service, planning and operations. Discussions are expected to address how destinations can adopt new technology while managing its effects on employment and local communities.
Policy choices remain central
The forecasts indicate continued growth, but the outlook remains subject to geopolitical tensions, economic conditions and changes in consumer demand. Transportation capacity, labor availability and destination management could also affect whether the projected gains are achieved.
For Malta, the summit places attention on an industry that accounts for a substantial share of national output and employment. For Europe more broadly, the meeting highlights the need to balance growth with infrastructure capacity, environmental considerations and residents’ interests.
WTTC’s projections show that travel and tourism could continue to expand faster than the wider economy in 2026. The extent of that growth will depend on investment decisions and government policies, as well as the sector’s ability to respond to technological, workforce and sustainability challenges.