UNWTO (United Nations World Tourism Organization) data reveals a significant and steady increase in the influx of tourists to Europe, signalling a renewed enthusiasm for travel and exploration. This marked a notable difference, showing that nearly 90 per cent of the pre-pandemic levels of tourist arrivals have been met.
As tourists enthusiastically re-engage with the captivating beauty and cultural treasures of these destinations, countries such as France, Spain, Turkiye, Italy, the United Kingdom, and others are re-emerging as vibrant tourism centres, promising a glimpse of brighter days on the horizon.
Following, find the top ten most visited countries in Europe and why these countries are a magnet for tourists.
1. France – 100 million visitors
In 2023, France welcomed a staggering 100 million visitors, reaffirming its status as Europe’s most visited destination. This impressive figure represents not only a remarkable recovery from the disruptions of the COVID-19 pandemic but also the enduring allure of a country that has consistently captivated the hearts of travellers for decades.
Other than the obvious iconic destinations of the Eiffel Tower and the Louvre in Paris, France is also well known for the numerous palaces, castles and cathedrals all across the country. The Palace of Versailles, the Castle of Chambord and the Notre-Dame Cathedral are some of the most famous.
Mediaeval villages like the Pérouges, St-Émilion, St-Jean Pied de Port, coastal villages, snowy mountains, beautiful beaches and enormous outdoor markets have made every traveller place France on their must-see list.
2. Spain – 85.1 million visitors
Spain welcomed an impressive 85.1 million tourists in 2023, marking a remarkable recovery and earning the spot of the second-most visited country in Europe. And it’s no wonder why: Spain has 47 UNESCO World Heritage sites, picturesque beaches along both the Atlantic and Mediterranean coasts, as well as beautiful cities with their vibrant culture and delicious cuisine.
Other than that, Spain’s renowned football teams and events like the Copa Del Rey championship also draw thousands of sports enthusiasts annually, adding to the number of visitors.
3. Italy – 57.3 million visitors
Almost 58 million people visited Italy in 2023, increasing from nearly 50 million in 2022 to 57.3 million – a 17.3 per cent surge.
Known for its countless castles, palaces, cathedrals, vineyards, and picturesque beaches, Italy offers a diverse range of experiences. All these millions of visitors flock to get a glimpse of the iconic Italian landmarks such as the Colosseum, Uffizi Gallery, and the romantic canals of Venice.
And, considering that Italian cuisine is arguably the most popular in the world, wanting to get a taste of authentic pizza and pasta is without a doubt one of the top attractions of Italy.
4. Turkiye – 55.1 million visitors
Turkey welcomed 55.1 million visitors in 2023, an increase of 9.3 per cent from 2022, when the numbers reached 50.45 million visitors. The uptick in tourist arrivals can be attributed to the unique blend of history, culture, and natural beauty Turkey offers, as well as its hospitality and affordability.
When in Turkey, tourists tend to visit popular destinations such as Istanbul, where the East meets West, iconic landmarks like the Hagia Sophia and the Blue Mosque, as well as the stunning landscapes of Cappadocia with its otherworldly rock formations and hot air balloon rides. Of course, beach-goers also flock to the coastal regions of Bodrum, and Antalya, and the pristine beaches and historic sites like Ephesus on the Turquoise Coast.
And last but not least, another major draw for tourists is naturally the Turkish cuisine, renowned for its kebabs, baklava, and Turkish delights.
5. United Kingdom – 37.2 million visitors
The United Kingdom, known for its historical treasures and diverse landscapes, has consistently drawn tourists. Visitor numbers reached 37.2 million in 2023, steadily inching its way to pre-pandemic numbers (39.4 million people visited in 2019 but dropped to 10.7 million in 2020).
The UK has iconic landmarks like the Tower of London, Buckingham Palace, and Stonehenge. While London is a top destination, offering countless world-class museums, theatres, and a bustling nightlife, visitors also opt for charming cities like Edinburgh, Oxford, and Cambridge or to explore the scenery from the Cotswolds to the Scottish Highlands.
And of course, the iconic fish and chips and traditional afternoon tea are must-haves while in the UK.
6. Germany – 34.8 million visitors
Germany continued to attract tourists in 2023 with 34.8 million visitors, making it the sixth most-visited European country. Germany is known for its blend of modernity and tradition. Tourists can visit Berlin, the vibrant capital, and see historic sites like the Berlin Wall and the Brandenburg Gate, as well as a thriving arts scene and bustling nightlife.
In the fall, tourists flock to Munich to celebrate the iconic Oktoberfest and see stunning architecture, such as the Nymphenburg Palace. For those looking for cosy autumn destinations, the fairytale-esque Neuschwanstein Castle in Bavaria and the historic city of Dresden are also popular.
The country’s culinary scene, with the hearty sausages, pretzels, and world-renowned beer, adds to the allure. So, whether you’re exploring its historic cities or savouring its diverse cuisine, Germany offers something for everyone.
7. Greece – 32.7 million visitors
Greece welcomed a total of 32.7 million visitors in 2023. This European country is a constant favourite among travellers looking for a blend of history, natural beauty, and a lot of Mediterranean charm.
Greece’s most popular tourist destinations include attractions like the Acropolis in Athens, the historic city of Thessaloniki, the ancient site of Delphi, and the monasteries of Meteora. On the other hand, the islands like Santorini and Mykonos, and picturesque beaches, from Crete to Rhodes, attract young and old alike, looking for relaxing beach vacations and vibrant nightlife.
Greece’s Mediterranean cuisine, with dishes like moussaka and souvlaki, is an experience best enjoyed at the quaint seaside tavernas.
8. Austria – 30.9 million visitors
Austria, with its enchanting landscapes and rich cultural heritage, attracted 30.9 million visitors in 2023.
This European country is known for its charming cities and picturesque Alpine regions. Vienna, the capital, boasts countless historic palaces, museums, and classical music heritage, like the Vienna State Opera.
If you visit Salzburg, the birthplace of Mozart, you can expect to see a delightful blend of baroque architecture and natural beauty. The fairy-tale village of Hallstatt and the historic city of Innsbruck are also popular Austrian destinations.
And, of course, if you are an outdoor enthusiast, the Austrian Alps are a paradise: you can go skiing in the winter and hiking in the summer.
9. Portugal – 26.5 million visitors
Over 26 million people visited Portugal in 2023, captivated by the stunning coastline, historic cities, and vibrant culture.
In Lisbon, the capital, you can explore historic neighbourhoods, like Alfama, and iconic landmarks, such as the Belém Tower, or visit nearby Sintra to see the fairytale palaces and lush gardens.
The city of Porto, which is famous for its port wine cellars and charming old town, is another favourite, while the Algarve region offers golden beaches and dramatic cliffs.
Portugal’s warm climate, friendly locals, and relative affordability compared to other EU countries make it an ideal destination for travellers looking for a blend of history, natural beauty, and Mediterranean charm.
10. Netherlands – 20.3 million visitors
The Netherlands welcomed over 20 million visitors in 2023, a quarter (26.3 per cent) more than in the previous year. Tourists flock to the Netherlands to see the picturesque canals, historic houses, and famous museums (such as the Rijksmuseum and the Van Gogh Museum).
The Dutch countryside with its iconic windmills, tulip fields, and cycling routes, is perfect for outdoor enthusiasts. The historic city of Delft, known for its blue pottery, and the charming village of Giethoorn, with its idyllic canals, are also popular stops.
And, of course, one can’t leave without trying an authentic stroopwafel, preferably in a cosy cafe.
Discover the 10 Most Visited European Countries
| Rank | Country | International tourist arrivals (2023) |
|---|---|---|
| 1 | France | 100 million |
| 2 | Spain | 85.1 million |
| 3 | Italy | 57.3 million |
| 4 | Turkiye | 55.1 million |
| 5 | United Kingdom | 37.2 million |
| 6 | Germany | 34.8 million |
| 7 | Greece | 32.7 million |
| 8 | Austria | 30.9 million |
| 9 | Portugal | 26.5 million |
| 10 | Netherlands | 20.3 million |
| Rank | Country | International tourist arrivals (2022) |
|---|---|---|
| 1 | France | 79.4 million |
| 2 | Spain | 71.66 million |
| 3 | Turkey | 50.45 million |
| 4 | Italy | 49.81 million |
| 5 | United Kingdom | 30.74 million |
| 6 | Germany | 28.46 million |
| 7 | Greece | 27.84 million |
| 8 | Austria | 26.21 million |
| 9 | Portugal | 22.25 million |
| 10 | Netherlands | 16.07 million |
| Rank | Country | International tourist arrivals (2021) |
|---|---|---|
| 1 | France | 48.4 million |
| 2 | Spain | 31.2 million |
| 3 | Turkey | 29.9 million |
| 4 | Italy | 26.9 million |
| 5 | Greece | 14.7 million |
| 6 | Austria | 12.7 million |
| 7 | Germany | 11.7 million |
| 8 | Croatia | 10.6 million |
| 9 | Poland | 9.7 million |
| 10 | Portugal | 9.6 million |
| Rank | Country | International tourist arrivals (2020) |
|---|---|---|
| 1 | France | 41.7 million |
| 2 | Spain | 18.93 million |
| 3 | Turkey | 15.9 million |
| 4 | Italy | 25.2 million |
| 5 | Greece | 7.4 million |
| 6 | Austria | 9.6 million |
| 7 | Germany | 10.9 million |
| 8 | Croatia | 5.5 million |
| 9 | Poland | 8.4 million |
| 10 | Portugal | 6.5 million |
| Rank | Country | International tourist arrivals (2019) |
|---|---|---|
| 1 | France | 90.9 million |
| 2 | Spain | 83.5 million |
| 3 | Turkey | 51.2 million |
| 4 | Italy | 64.5 million |
| 5 | Greece | 31.3 million |
| 6 | Austria | 22.7 million |
| 7 | Germany | 35.2 million |
| 8 | Croatia | 17.4 million |
| 9 | Poland | 21.2 million |
| 10 | Portugal | 24.6 million |
| Rank | Country | International tourist arrivals (2018) |
|---|---|---|
| 1 | France | 89.4 million |
| 2 | Spain | 82.7 million |
| 3 | Italy | 58.3 million |
| 4 | Turkey | 45.7 million |
| 5 | Germany | 38.8 million |
| 6 | United Kingdom | 36.3 million |
| 7 | Austria | 30.8 million |
| 8 | Greece | 30.1 million |
| 9 | Russia | 24.5 million |
| 10 | Portugal | 22.8 million |
| Rank | Country | International tourist arrivals (2017) |
|---|---|---|
| 1 | France | 86.9 million |
| 2 | Spain | 81.8 million |
| 3 | Italy | 62.1 million |
| 4 | United Kingdom | 37.7 million |
| 5 | Turkey | 37.6 million |
| 6 | Germany | 37.5 million |
| 7 | Austria | 29.5 million |
| 8 | Greece | 27.2 million |
| 9 | Russia | 24.4 million |
| 10 | Portugal | 21.2 million |
About Europe
Europe, one of the world’s seven continents, covers approximately 2% of Earth’s surface, spanning 10,180,000 square kilometres. Although it is the second smallest continent in land area, it ranks as the third most populous, with a total population of 747.8 million residents as of 2021. In 2023, Europe is composed of 45 countries.