Europe Tourism Vehicle Rental Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

The Europe Tourism Vehicle Rental Market is Segmented by Application Type (Leisure/Tourism and Business), Booking Type (Online and Offline), Rental Duration Type (Short-Term Rental and Long-Term Rental), and Country (United Kingdom, Germany, Italy, France, Spain, and Rest of Europe). The Report Offers the Market Size and Forecast in Value (USD) for all the Above Segments.

Europe Tourism Vehicle Rental Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

Europe Tourism Vehicle Rental Market Size

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Europe Tourism Vehicle Rental Market Summary
Study Period 2019 - 2030
Base Year For Estimation 2024
Forecast Data Period 2025 - 2030
Market Size (2025) USD 174.39 Billion
Market Size (2030) USD 366.29 Billion
CAGR (2025 - 2030) 16.00 %
Market Concentration Medium

Major Players

Europe Tourism Vehicle Rental Market Major Players

*Disclaimer: Major Players sorted in no particular order

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Europe Tourism Vehicle Rental Market Analysis

The Europe Tourism Vehicle Rental Market size is estimated at USD 174.39 billion in 2025, and is expected to reach USD 366.29 billion by 2030, at a CAGR of 16% during the forecast period (2025-2030).

The COVID-19 pandemic had a mixed impact on the market during the forecast period as initial lockdowns and shutdown of transportation and rental companies resulted in reduced demand; as restrictions eased, consumers started inclining towards rental services, especially as countries started allowing tourists across the world the demand anticipated to pick up during the forecast period.

The demand for tourism vehicle rentals is expected to grow as Europe is home to many famous tourist destinations. Further, growing awareness and flexibility of rental services owing to their advantages of low maintenance and investment costs are expected to have a positive impact on consumers. Moreover, rental eliminates the cost of services, vehicle replacement as well as the risks associated with the demand. Many players are also focusing on increasing electric fleets for the services.

For instance, in September 2022, SIXT approved a comprehensive package of measures to electrify the fleet and establish its own charging infrastructure. The global SIXT fleet's electrified vehicle share (including PHEV and MHEV) is expected to reach 12 to 15% by the end of 2023. By 2030, 70 to 90% of the company's vehicles in Europe will be electrified, and all of them will be bookable through the SIXT App. SIXT will be able to provide its customers with 20 new electric and plug-in models by the end of 2022, giving them the most variety possible, including models from Audi, Opel, Renault, BMW, Peugeot, and Tesla.

February 2022: Inzile and the Spanish OK Mobility Group formed a joint venture company to commercialize electric vehicles (EV) for the European rental car sector. With the assistance and experience of OK Mobility Group and its marketing organization, Inzilewill design, homologate, and manufacture compact electric cars for delivery to this sector.

Rising online rental platforms have enabled customers to rent various passenger cars and commercial vehicles based on demand, and as an additional offering, they are being provided with the latest technologies like ADAS, telematics, and others. The growth of the market will be enhanced during the forecast period.

Moreover, key rental companies are implementing cost-cutting strategies to offer cost-efficient rental services. With reductions in cost, demand is expected to grow during the forecast period. Apart from cost cutting, rental companies are offering vehicular modifications as per customer needs, which is enabling companies to serve a wide variety of customers. The eastern and southern European countries are significantly spending on transport and business infrastructure development, which is attracting executives, investors, and professionals from across the world, influencing demand related to commercial vehicles.

Germany, the United Kingdom, France, and Italy are some of the major countries across Europe and are anticipated to witness optimistic growth during the forecast period owing to the presence of key companies and their stronghold in these regions. In addition, promotional strategies like discounts, offers, etc., at major tourist places in these regions by some vehicle rental companies to drive demand in the market during the forecast period.

Europe Tourism Vehicle Rental Industry Overview

The Europe Tourism Vehicle Rental market is moderately consolidated and the majority share of the market is dominated by major players, such as Enterprise Holdings Inc, Hertz Global Holdings Inc, Sixt SE, Europcar Mobility Group, and Others. Various players across the region are investing in making joint ventures, strategies, and partnerships for being ahead of the competition. Europe. For instance,

In April 2022, Hertz and Polestar, a Swedish premium electric performance car manufacturer, announced a new global partnership today that includes the purchase of up to 65,000 electric vehicles (EVs) over a five-year period. In Europe, availability is expected to begin in the spring of 2022. The collaboration is part of Hertz's ongoing commitment to lead in electrification, shared mobility, and digital-first customer experience.

Europe Tourism Vehicle Rental Market Leaders

  1. Sixt SE

  2. Avis Budget Group, Inc

  3. Hertz Corporation

  4. Enterprise Holdings Inc.

  5. Auto Europe

  6. *Disclaimer: Major Players sorted in no particular order
Europe Tourism Vehicle Rental Market Concentration
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Europe Tourism Vehicle Rental Market News

  • October 2022: Hertz and Palantir Technologies Inc. announced a multi-year partnership to use real-time, data-driven insights to drive operational excellence at Hertz and improve the customer experience. This investment is part of Hertz's ongoing commitment to modernize its technology platforms in order to lead in electrification, shared mobility, and customer experience. Hertz is using the Palantir Foundry operating system to build a platform that will help the company manage and operate its nearly 500,000-vehicle fleet, which includes tens of thousands of EVs, more efficiently.
  • February 2022: Hertz announced an investment to expand electric vehicle commitment with a new UFODRIVE partnership. As Hertz's commitment to lead the future of mobility, the company invested in UFODRIVE - the leading self-service electric vehicle rental company and mobility service provider in Europe.
  • January 2022: SIXT partnered with itTaxi, an Italian taxi operator, to provide on-demand taxi services in Rome using the SIXT application. The company is advancing the internationalization of its mobility platform ONE by growing its network in Italy and improving its ride-hailing and transfer service, offering SIXT rides.

Europe Tourism Vehicle Rental Market Report - Table of Contents

1. INTRODUCTION

  • 1.1 Study Assumptions
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET DYNAMICS

  • 4.1 Market Drivers
    • 4.1.1 Rising Tourism Activities is Likely to Drive Demand in the Market
  • 4.2 Market Restraints
    • 4.2.1 Low Cost of Public Transport May Hamper the Growth of the Market
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Threat of New Entrants
    • 4.3.2 Bargaining Power of Buyers/Consumers
    • 4.3.3 Bargaining Power of Suppliers
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry

5. MARKET SEGMENTATION

  • 5.1 By Application type
    • 5.1.1 Leisure/Tourism
    • 5.1.2 Business
  • 5.2 By Booking Type
    • 5.2.1 Online
    • 5.2.2 Offline
  • 5.3 By Rental Duration type
    • 5.3.1 Short - term
    • 5.3.2 Long-term
  • 5.4 By Geography
    • 5.4.1 United Kingdom
    • 5.4.2 Germany
    • 5.4.3 Italy
    • 5.4.4 France
    • 5.4.5 Spain
    • 5.4.6 Rest of Europe

6. COMPETITIVE LANDSCAPE

  • 6.1 Vendor Market Share
  • 6.2 Company Profiles
    • 6.2.1 Enterprise Holdings Inc.
    • 6.2.2 Avis Budget Group
    • 6.2.3 Europe Car Mobility Group
    • 6.2.4 Hertz Global Holdings Inc.
    • 6.2.5 Fraikin SA
    • 6.2.6 Booking Holdings Inc. (Rentalcars.com)
    • 6.2.7 Rentloox
    • 6.2.8 Auto Europe
    • 6.2.9 Driverso Ltd
    • 6.2.10 Drivy (Part of Getaround)
  • *List Not Exhaustive

7. MARKET OPPORTUNITIES AND FUTURE TRENDS

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Europe Tourism Vehicle Rental Industry Segmentation

A tourist vehicle is a self-propelled vehicle capable of being used for the temporary living, sleeping, or eating accommodation of persons. Tourism vehicle rental services, in general, means rental agencies primarily serving people who require a temporary vehicle.

The Europe tourism vehicle rental market is segmented by application type (leisure/tourism and business), booking type (online and offline), rental duration type (short-term rental and long-term rental), and geography (United Kingdom, Germany, Italy, France, Sapin, and Rest of Europe). 

The report offers market size and forecasts for the European tourism vehicle rental market in value (USD) for all the above segments.

By Application type Leisure/Tourism
Business
By Booking Type Online
Offline
By Rental Duration type Short - term
Long-term
By Geography United Kingdom
Germany
Italy
France
Spain
Rest of Europe
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Europe Tourism Vehicle Rental Market Research FAQs

How big is the Europe Tourism Vehicle Rental Market?

The Europe Tourism Vehicle Rental Market size is expected to reach USD 174.39 billion in 2025 and grow at a CAGR of 16% to reach USD 366.29 billion by 2030.

What is the current Europe Tourism Vehicle Rental Market size?

In 2025, the Europe Tourism Vehicle Rental Market size is expected to reach USD 174.39 billion.

Who are the key players in Europe Tourism Vehicle Rental Market?

Sixt SE, Avis Budget Group, Inc, Hertz Corporation, Enterprise Holdings Inc. and Auto Europe are the major companies operating in the Europe Tourism Vehicle Rental Market.

What years does this Europe Tourism Vehicle Rental Market cover, and what was the market size in 2024?

In 2024, the Europe Tourism Vehicle Rental Market size was estimated at USD 146.49 billion. The report covers the Europe Tourism Vehicle Rental Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Europe Tourism Vehicle Rental Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

Europe Tourism Vehicle Rental Industry Report

Statistics for the 2025 Europe Tourism Vehicle Rental market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Europe Tourism Vehicle Rental analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.