Published on
Make no mistake, Europe’s islands are great if you just want a fly and flop holiday where all you do is lounge by the pool and catch up on some much-needed R&R.
But if you’re keen on being a little more active when away then the continent’s islands are a playground for adventure, especially on the coasts and in the waters.
Sports and active travel is a growing segment that accounts for around 10% of global tourism spending, with an estimated growth rate of 17.5% between 2023 and 2030, according to UN Tourism.
Reflecting these trends, TUI Musement has analysed Google search volumes for seven water sports – surfing, diving, kayaking, sailing, snorkelling, windsurfing and kitesurfing – across more than 500 European islands to identify which destinations generate the greatest interest among enthusiasts of these activities.
In its study, the tours and activities company has ranked Europe’s best islands for water sports, with Malta taking the overall top spot and five Spanish islands included in the top 10. TUI Musement also picked out Europe’s best islands for the seven activities included in the analysis.
Europe’s top 10 islands for water sports
How the islands ranked for total searches, according to the TUI Musement analysis of Google search data.
- 1. Malta: 157,800
- 2. Tenerife, Canary Islands, Spain: 153,390
- 3. Madeira, Portugal: 134,620
- 4. Lanzarote, Canary Islands, Spain: 130,610
- 5. Mallorca, Balearic Islands, Spain: 111,010
- 6, Fuerteventura, Balearic Islands, Spain: 102,540
- 7. Crete, Greece: 95,690
- 8. Sardinia, Italy: 70,470
- 9. Ibiza, Balearic Islands, Spain: 58,960
- 10. Cyprus: 57,620
Top five islands in focus: the experiences to try
Malta: With more than 157,000 searches, Malta tops the overall ranking – particularly for diving. With many dive sites ranging from five to 60 metres in depth, its crystal-clear waters offer the chance to explore shipwrecks, caves and natural rock formations. Ċirkewwa is one of the island’s most popular diving areas.
Tenerife, Canary Islands, Spain: Tenerife’s year-round warm climate and wide variety of surf spots attract surfers of all abilities. The combination of volcanic landscapes and rich marine biodiversity also makes Tenerife an excellent snorkelling destination, with highlights including Abades Bay and Montaña Amarilla.
Madeira, Portugal: Located in the Atlantic Ocean, Madeira offers excellent surfing conditions for much of the year, with sea temperatures ranging from 18C to 24C. Snorkelling enthusiasts will also find outstanding sites such as the Ponta de São Lourenço Nature Reserve, where the area’s unique geology supports distinctive marine species.
Lanzarote, Canary Islands, Spain: The exposure to Atlantic winds makes Lanzarote a prime surfing destination, particularly at Famara Beach. The waters around Papagayo and the cliffs of Los Ajaches are popular with kayakers, while the Museo Atlántico, one of the world’s few underwater museums, allows divers to explore more than 300 life-sized sculptures.
Mallorca, Balearic Islands, Spain: Mediterranean scenery, cultural heritage and renowned gastronomy make Mallorca a favourite with travellers. Alongside these attractions, the island offers a wide range of water sports, particularly snorkelling and kayaking. These activities allow visitors to explore sea caves and secluded coves, such as those in La Victoria Natural Park, or discover areas including the Sant Elm coastline and Dragonera Island.
Best islands for the seven activities
Beyond the overall ranking, which is based on the combined search volume for the seven water sports analysed, the study also identified the leading European islands for each individual activity:
- Surfing: Madeira, Tenerife, Lanzarote
- Diving: Malta, Madeira, Gran Canaria
- Kayaking: Menorca, Tenerife, Malta
- Sailing: Milos, Santorini, Rhodes
- Snorkeling: Tenerife, Mallorca, Crete
- Windsurfing: Fuerteventura, Naxos, Kos
- Kitesurfing: Fuerteventura, Paros, Kos