Industry Statistics and Trends
Travel Agencies in Europe key trends
The Russian invasion of Ukraine has knocked the tourism sector in Eastern Europe.
Closed airspaces, no Russian tourists and low travel confidence have damaged agencies in Eastern Europe and agencies in central Europe offering packages to the region.
Agencies welcome the spike in tourism to Europe post pandemic.
Tourism in Europe has returned to pre-pandemic levels once again and Europeans continue to show an appetite for travelling around the continent and further afield.
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Travel Agencies in Europe
Industry Revenue
Total value and annual change from 2012-2030. Includes 5-year outlook.
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Travel Agencies in Europe market size (2020-2025)
Industry revenue has grown at a CAGR of 12.3 % over the past five years, to reach an estimated €121.5bn in 2025.
Trends and Insights
Tourism across Europe is strong, but customers are looking for value-for-money
- Consumers are looking for value-for-money getaways and opting for shorter trips in response to travel being increasingly expensive. A European Travel Commission (ETC) report released in February 2025 shows that long-haul travel has yet to return to 2019 levels. Agencies are adapting to these changes in consumer behaviour by promoting high-value, budget trips and reducing their programme of longer holiday packages. Countries like Albania and Serbia witnessed a surge in visitors from 2023 to 2024, with revenue up 128% and 126% respectively according to Natixis, as people look to travel to lesser known destinations. Agencies will keep negotiating with suppliers to lower travel costs passed on to customers while maintaining their own profit.
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Travel Agencies in Europe outlook (2025-2030)
Market size is projected to grow over the next five years.
The Russia-Ukraine war continues to hurt travel agencies in Eastern Europe
- Agencies that had lots of customers from Russia and Ukraine will continue to lose out on their business until a resolution to the war is reached. Likewise, destinations popular with these markets will continue to record fewer tourist numbers. Agencies will offer fewer trips to these destinations and pivot away from customer markets in these countries, so bookings and revenue don’t fall too much. Booking Holdings suspended operations in Russia and eDreams Odigeo have removed Russia from their travel inventories.
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Revenue
€121.5bn
Employees
329k
Wages
€X.Xbn
European Leaders & Laggards
Top 5 Countries
- Slovakia +5.5%
- Belgium +5.4%
- Greece +3.7%
- Bosnia & Herzegovina +3.7%
- Croatia +3.6%
Bottom 5 Countries
- Estonia -6.9%
- Finland -5.4%
- Slovenia -4.0%
- Bulgaria -1.8%
- Luxembourg -1.7%
* CAGR values are for the years 2020-2025.
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Biggest companies in the Travel Agencies in Europe
| Company | Market Share (%)
2025 | Revenue (€m)
2025 | Profit (€m)
2025 | Profit Margin (%)
2025 |
|---|---|---|---|---|
Booking Holdings Inc | 23,543.6 | 7,654.6 | 32.5 | |
Tui AG | 20,867.1 | 1,741.2 | 8.3 | |
France Billet SAS | 7,964.3 | 156.0 | 2.0 |
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Travel Agencies 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 Travel Agencies industry in Europe in 2025?
The market size of the Travel Agencies industry in Europe is €121.5bn in 2025.
How many businesses are there in the Travel Agencies industry in Europe in 2025?
There are 97,427 businesses in the Travel Agencies industry in Europe, which has grown at a CAGR of 2.0 % between 2020 and 2025.
Has the Travel Agencies industry in Europe grown or declined over the past 5 years?
The market size of the Travel Agencies industry in Europe has been growing at a CAGR of 12.3 % between 2020 and 2025.
What is the forecast growth of the Travel Agencies industry in Europe over the next 5 years?
Over the next five years, the Travel Agencies industry in Europe is expected to grow.
What does the Travel Agencies industry in Europe include?
Online booking services and Travel agency services are part of the Travel Agencies industry in Europe.
Which countries have the most businesses in the Travel Agencies industry in Europe?
The European country with the most businesses in the Travel Agencies industry is Russia.
How competitive is the Travel Agencies industry in Europe?
The level of competition is high and increasing in the Travel Agencies industry in Europe.
Related Industries
This industry is covered in 37 countries
- Travel Agencies in Austria
- Travel Agencies in France
- Travel Agencies in Italy
- Travel Agencies in the UK
- Travel Agencies in Germany
- Travel Agencies in Lithuania
- Travel Agencies in Sweden
- Travel Agencies in Latvia
- Travel Agencies in Bosnia & Herzegovina
- Travel Agencies in Greece
- Travel Agencies in Romania
- Travel Agencies in Hungary
- Travel Agencies in Norway
- Travel Agencies in Poland
- Travel Agencies in Slovenia
- Travel Agencies in Denmark
- Travel Agencies in Malta
- Travel Agencies in Croatia
- Travel Agencies in the UK
- Travel Agencies in Germany
- Travel Agencies in Spain
- Travel Agencies in Portugal
- Travel Agencies in the Netherlands
- Travel Agencies in Belgium
- Travel Agencies in Cyprus
- Travel Agencies in Serbia
- Travel Agencies in Estonia
- Travel Agencies in Iceland
- Travel Agencies in Europe
- Travel Agencies in Luxembourg
- Travel Agencies in Russia
- Travel Agencies in Turkey
- Travel Agencies in Slovakia
- Travel Agencies in Ireland
- Travel Agencies in Finland
- Travel Agencies in Bulgaria
Table of Contents
About this industry
Industry definition
This industry is composed of agencies that provide booking, reservation and information services to European residents travelling domestically and internationally and international visitors travelling in Europe. These agencies include those that are solely or partially online or shopfront businesses. Travel agencies generate their income from commissions.
Related Terms
BRICKS AND MORTARGLOBAL DISTRIBUTION SYSTEM ONLINE BOOKING SERVICESWhat's included in this industry?
Online booking servicesTravel agency servicesCompanies
Booking Holdings IncTui AGFrance Billet SASIndustry Code
7911 - Travel agency activities in Europe
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Performance
Key Takeaways
Tourism across Europe is strong, but customers are looking for value-for-money
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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 Travel Agencies in Europe industry (2012 -2030)
- Employees in the Travel Agencies in Europe industry (2012 -2030)
- Business in the Travel Agencies in Europe industry (2012 -2030)
- Profit in the Travel Agencies in Europe industry (2012 -2030)
Analysis
What's driving current industry performance in the Travel Agencies in Europe industry?
Outlook
Analysis
What's driving the Travel Agencies in Europe industry outlook?
Volatility
Analysis
What influences volatility in the Travel Agencies in Europe industry?
Charts
- Industry Volatility vs. Revenue Growth Matrix
Life Cycle
Analysis
What determines the industry life cycle stage in the Travel Agencies in Europe industry?
Charts
- Industry Life Cycle Matrix
Products and Markets
Highlights
Trends
- Largest Market
- Product Innovation
Key Takeaways
Europe remains the top holiday location for international arrivals. While Europeans travelling around Europe feel more confident booking travel plans independently, international tourists use agencies to hop around countries in Europe.
Products and Services
Charts
- Products and Services Segmentation
Analysis
How are the Travel Agencies in Europe industry's products and services performing?
Analysis
What are innovations in the Travel Agencies in Europe industry's products and services?
Major Markets
Charts
- Major Market Segmentation
Analysis
What influences demand in the Travel Agencies in Europe industry?
International Trade
Highlights
- Largest Importer
- Smallest Importer
- Total Imports into Europe
- Largest Exporter
- Smallest Importer
- 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
Larger agencies enhance their online presence. At the same time, a lot of bricks-and-mortar agencies have closed, helping OTAs agencies establish themselves. Fierce competition means the online market is rife with competitors.
Supply Chain
Charts
Buyer and supply industries
Companies
Market Share
Charts
- Industry Market Share by Company (2020-2025)
Companies
Data Tables
Top 12 companies by market share:
- Market share (2025)
- Revenue (2025)
- Profit (2025)
- Profit Margin (2025)
Data Tables
- Countries of operation for Booking Holdings Inc
- Countries of operation for Tui AG
- Countries of operation for France Billet SAS
- Countries of operation for Viajes El Corte Inglés SA
- Countries of operation for Trip.com Group Ltd
- Countries of operation for Expedia.com Ltd
- Countries of operation for Avoris Retail Division SL
- Countries of operation for Hotelbeds Group SLU
- Countries of operation for World 2 Meet Travel SLU
- Countries of operation for Alpitour SpA
- Countries of operation for Karavel Group - Promovacances
- Countries of operation for Club Travel Ltd
External Environment
Highlights
Trends
- Regulation & Policy
- Assistance
Key Takeaways
Regulations give travellers protection. The European Package Travel Directive protects European travellers’ rights on package holidays and ensure customers are financially secure and safe.
External Drivers
Analysis
What demographic and macroeconomic factors impact the Travel Agencies in Europe industry?
Financial Benchmarks
Highlights
Trends
- Profit Margin
- Average Wage
- Largest Cost
Key Takeaways
The popularity of online travel agencies pushes up profit. Agencies with a greater online presence put less towards rent and wages than physical stores, meaning they see higher returns.
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 Travel Agencies 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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