Industry Statistics and Trends
Tour Operators in Europe key trends
Tour operators that keep updating their travel technology will nudge ahead of competitors.
Investing and building easy-to-use online booking systems will ensure customers continue to enjoy booking their trips with certain operators.
Travel has remained popular but people are cost-savvy.
Many people remain eager to travel to their bucket list destinations but want value for money and those adventuring to new locations want more travel protection and advice.
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Tour Operators in Europe
Industry Revenue
Total value and annual change from 2012-2030. Includes 5-year outlook.
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Tour Operators in Europe market size (2020-2025)
Industry revenue has grown at a CAGR of 13.5 % over the past five years, to reach an estimated €69.0bn in 2025.
Trends and Insights
Tourism across Europe and internationally is back
- Travel to Europe eclipsed its pre-pandemic level by 1% in 2024, according to UN Tourism. The relatively speedy return to 2019 tourism levels demonstrates the recovery in bookings that tour operators have witnessed in the last few years. Rising arrival numbers correspond to more tourists booking trips and tours, which is increasing sales for European tour operators. Tour operators are offering more tours to popular destinations like Spain, France and Portugal to capitalise on expanding visitor numbers. Trips in the final quarter of 2024 to Portugal and Greece were 17.8% and 13.7% higher than in 2019, according to the European Travel Commission. With travel booming, tour operators are directly reaping the benefits.
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Tour Operators in Europe outlook (2025-2030)
Market size is projected to grow over the next five years.
Online bookings will continue to be a staple of the industry
- The majority of tour operators have already welcomed the importance of online bookings and marketing to remain competitive, but plenty of operators will continue to invest in their websites and improve their online customer service to stand out to travellers in a crowded market. Offering tour packages that align with customers travel needs, activity ideals and budgets will remain the key to boosting bookings, making the importance of having reliable local partners and the ability to run tours smoothly and safely in a wide variety of locations essential. In a price-sensitive operating environment, tour operators who dominate the online travel scene with value-for-money tours that offer authentic experiences will attract the largest share of European travellers. Having a website that is easy to use, with loyalty perks will then be the difference-maker.
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Revenue
€69.0bn
Employees
188k
Wages
€X.Xbn
European Leaders & Laggards
* CAGR values are for the years 2020-2025.
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Biggest companies in the Tour Operators in Europe
| Company | Market Share (%)
2025 | Revenue (€m)
2025 | Profit (€m)
2025 | Profit Margin (%)
2025 |
|---|---|---|---|---|
REWE Group | 86,203.0 | 1,625.0 | 1.9 | |
Rainbow Tours SA | 3,719.0 | 124.0 | 3.3 | |
Jet2 plc | 6,993.0 | 472.0 | 6.7 |
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Tour Operators in Europe
Products & Services Segmentation
Industry revenue broken down by key product and services lines.
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Top Questions Answered in this Report
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What is the market size of the Tour Operators industry in Europe in 2025?
The market size of the Tour Operators industry in Europe is €69.0bn in 2025.
How many businesses are there in the Tour Operators industry in Europe in 2025?
There are 30,986 businesses in the Tour Operators industry in Europe, which has grown at a CAGR of 3.9 % between 2020 and 2025.
Has the Tour Operators industry in Europe grown or declined over the past 5 years?
The market size of the Tour Operators industry in Europe has been growing at a CAGR of 13.5 % between 2020 and 2025.
What is the forecast growth of the Tour Operators industry in Europe over the next 5 years?
Over the next five years, the Tour Operators industry in Europe is expected to grow.
What does the Tour Operators industry in Europe include?
Domestic tours and excursions within Europe and Tours to the rest of the world are part of the Tour Operators industry in Europe.
Which countries have the most businesses in the Tour Operators industry in Europe?
The European country with the most businesses in the Tour Operators industry is Italy.
How competitive is the Tour Operators industry in Europe?
The level of competition is high and increasing in the Tour Operators industry in Europe.
Related Industries
This industry is covered in 37 countries
- Tour Operators in Austria
- Tour Operators in France
- Tour Operators in Italy
- Tour Operators in Sweden
- Tour Operators in Bosnia & Herzegovina
- Tour Operators in Lithuania
- Tour Operators in Latvia
- Tour Operators in Spain
- Tour Operators in Portugal
- Tour Operators in the Netherlands
- Tour Operators in Belgium
- Tour Operators in Cyprus
- Tour Operators in Serbia
- Tour Operators in Estonia
- Tour Operators in Iceland
- Tour Operators in Europe
- Tour Operators in Greece
- Tour Operators in Romania
- Tour Operators in Hungary
- Tour Operators in Norway
- Tour Operators in Poland
- Tour Operators in Slovenia
- Tour Operators in Denmark
- Tour Operators in Malta
- Tour Operators in Croatia
- Tour Operators in Luxembourg
- Tour Operators in Russia
- Tour Operators in Turkey
- Tour Operators in Slovakia
- Tour Operators in Ireland
- Tour Operators in Finland
- Tour Operators in Bulgaria
Table of Contents
About this industry
Industry definition
Tour operators arrange, assemble and conduct tours in Europe and other countries around the world. These tours can be sold directly by the operators or via travel agencies. Tours may include a combination of transportation, accommodation, food and visits to events or locations.
Related Terms
STAYCATIONPACKAGE HOLIDAYWhat's included in this industry?
Domestic tours and excursions within Europe Tours to the rest of the worldTours for overseas visitorsCompanies
REWE GroupRainbow Tours SAJet2 plcIndustry Code
7912 - Tour operator activities in Europe
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Performance
Key Takeaways
Tourism across Europe and internationally is back
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Revenue Highlights
Trends
- Revenue
- 2025 Revenue Growth
- Revenue Volatility
Employment Highlights
Trends
- Employees
- Employees per Business
- Revenue per Employee
Business Highlights
Trends
- Businesses
- Employees per Business
- Revenue per Business
Profit Highlights
Trends
- Total Profit
- Profit Margin
- Profit per Business
Current Performance
Charts
- Revenue in the Tour Operators in Europe industry (2012 -2030)
- Employees in the Tour Operators in Europe industry (2012 -2030)
- Business in the Tour Operators in Europe industry (2012 -2030)
- Profit in the Tour Operators in Europe industry (2012 -2030)
Analysis
What's driving current industry performance in the Tour Operators in Europe industry?
Outlook
Analysis
What's driving the Tour Operators in Europe industry outlook?
Volatility
Analysis
What influences volatility in the Tour Operators in Europe industry?
Charts
- Industry Volatility vs. Revenue Growth Matrix
Life Cycle
Analysis
What determines the industry life cycle stage in the Tour Operators in Europe industry?
Charts
- Industry Life Cycle Matrix
Products and Markets
Highlights
Trends
- Largest Market
- Product Innovation
Key Takeaways
By specialising, tour operators can carve out a niche. Targeting a specific age group or specialising in a certain activity tour operators can target younger age groups looking for affordable tours that are filled with fun activities.
Products and Services
Charts
- Products and Services Segmentation
Analysis
How are the Tour Operators in Europe industry's products and services performing?
Analysis
What are innovations in the Tour Operators in Europe industry's products and services?
Major Markets
Charts
- Major Market Segmentation
Analysis
What influences demand in the Tour Operators in Europe industry?
International Trade
Highlights
- Largest Importer
- Smallest Importer
- Total Imports into Europe
- Largest Exporter
- Smallest Exporter
- Total Exports into Europe
Heat maps
- Industry Concentration of Imports by Country
- Industry Concentration of Exports by Country
Data Tables
Value and annual change (%) included
- Number of Imports and Exports by European Country (2025)
Geographic Breakdown
Business Locations
Heat maps
- Share of Total Industry Revenue by Region (2025)
- Share of Total Industry Enterprises by Region (2025)
- Share of Total Industry Employment by Region (2025)
- Share of Total Industry Wages by Region (2025)
Industry Geographic Breakdown
Data Tables
Values and annual change provided for 37 European countries:
- Revenue (2025)
- IVA (2025)
- Enterprises (2025)
- Employment (2025)
- Exports (2025)
- Imports (2025)
Competitive Forces
Highlights
Trends
- Concentration
- Competition
- Barriers to Entry
- Substitutes
- Buyer Power
- Supplier Power
Key Takeaways
Expanding through acquiring smaller travel agencies is boosting concentration. Larger tour operators do buy up smaller, niche operators that specialise in countries or regions to increase their presence throughout Europe and expand their customer base.
Supply Chain
Charts
Buyer and supply industries
Companies
Market Share
Charts
- Industry Market Share by Company (2020-2025)
Companies
Data Tables
Top 11 companies by market share:
- Market share (2025)
- Revenue (2025)
- Profit (2025)
- Profit Margin (2025)
Data Tables
- Countries of operation for REWE Group
- Countries of operation for Rainbow Tours SA
- Countries of operation for Jet2 plc
- Countries of operation for Schauinsland-Reisen GmbH
- Countries of operation for Expedia Group Inc
- Countries of operation for Booking Holdings Inc
- Countries of operation for Tui AG
- Countries of operation for Virgin Holidays Ltd
- Countries of operation for eDreams ODIGEO SA
- Countries of operation for Star Tours Europe
- Countries of operation for Euroventure Travel Ltd
External Environment
Highlights
Trends
- Regulation & Policy
- Assistance
Key Takeaways
Operators rely on associations for guidance and legal advice. Associations offering insurance to operators provide guidance to support high service standards, ensure health and safety regulations are met and promote responsible tourism.
External Drivers
Analysis
What demographic and macroeconomic factors impact the Tour Operators in Europe industry?
Financial Benchmarks
Highlights
Trends
- Profit Margin
- Average Wage
- Largest Cost
Key Takeaways
A desire for revenge travel has supported a spike in tour operator bookings. Profit has surged as people continue to prioritise travelling despite the cost of living in many European countries remaining high.
Cost Structure
Charts
- Share of Economy vs. Investment Matrix
-
Industry Cost Structure Benchmarks:
- Marketing
- Depreciation
- Profit
- Purchases
- Wages
- Rent
- Utilities
- Other
Analysis
What trends impact cost in the Tour Operators in Europe industry?
Key Ratios
Data tables
- IVA/Revenue (2015-2030)
- Imports/Demand (2015-2030)
- Exports/Revenue (2015-2030)
- Revenue per Employee (2015-2030)
- Wages/Revenue (2015-2030)
- Employees per Establishment (2015-2030)
- Average Wage (2015-2030)
Country Benchmarks
European Leaders & Laggards
Data Tables
Top and bottom five countries listed for each:
- Revenue Growth (2025)
- Business Growth (2025)
- Job Growth (2025)
European Country Performance
Data Tables
Rankings available for 37 countries. Statistics ranked include:
- IVA/Revenue (2025)
- Imports/Demand (2025)
- Exports/Revenue (2025)
- Revenue per Employee (2025)
- Wages/Revenue (2025)
- Employees per Establishment (2025)
- Average Wage (2025)
Structural Comparison
Data Tables
Trends in 37 countries benchmarked against trends in Europe
- Concentration
- Competition
- Barriers to Entry
- Buyer Power
- Supplier Power
- Volatility
- Capital Intensity
- Innovation
- Life Cycle
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2015-2030)
- IVA (2015-2030)
- Establishments (2015-2030)
- Enterprises (2015-2030)
- Employment (2015-2030)
- Exports (2015-2030)
- Imports (2015-2030)
- Wages (2015-2030)
Methodology
Where does IBISWorld source its data?
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Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and IBISWorld's proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
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