According to the first World Tourism Barometer of the year, released this Tuesday by UN Tourism, approximately 60 million additional international visitors traveled in 2025 compared with 2024.
This increase brings the sector closer to its average annual growth rate of 5% recorded between 2009 and 2019.
Despite an environment marked by rising tourism service costs and ongoing geopolitical tensions, demand remained strong, supported by the resilience of major outbound markets and improved air connectivity.
“We expect this positive trend to continue into 2026 as global economy is expected to remain steady and destinations still lagging behind pre pandemic levels fully recover,” said Shaikha Alnuwais, UN Tourism Secretary-General.
Simplified visa procedures: A key driver of the recovery
Among the structural factors facilitating the recovery of international travel, the simplification of travel formalities emerged as a decisive element in 2025.
The rebound in international tourism flows was notably supported by the growing digitalization of entry procedures across many destinations.
The expansion of electronic visas (e-Visa), electronic travel authorizations (ETA), and digital arrival cards (e-Arrival Card) has streamlined the traveler journey, reduced administrative processing times, and improved the pre-departure experience.
Several countries have strengthened or expanded their digital platforms, enabling visitors to submit applications online, receive paperless authorizations, and, in some cases, pre-complete health or immigration information prior to arrival.
This modernization of procedures, particularly evident in Asia, the Middle East, and Africa, has helped remove non-tariff barriers to travel and support international demand, at a time when destination competitiveness increasingly depends on the simplicity and speed of access requirements.
Uneven performance across regions
Europe, the world’s leading tourism region, welcomed 793 million international tourists in 2025, representing a 4% increase compared with 2024 and a 6% rise compared with 2019. Western Europe and Southern Mediterranean Europe posted solid results, while Central and Eastern Europe continued to recover, although visitor numbers remain below pre-crisis levels.
The Americas recorded more modest growth (+1%), with notable differences across subregions. South America and Central America stood out, while some Caribbean destinations were impacted by extreme weather events toward the end of the year.
Africa emerged as the most dynamic region in 2025, with arrivals up 8%, driven in particular by North Africa. The Middle East posted the strongest performance relative to 2019, with arrivals exceeding pre-pandemic levels by 39%.
In Asia and the Pacific, arrivals increased by 6% in 2025 as the region continued its recovery. Northeast Asia experienced strong growth, while South Asia returned to pre-crisis volumes.
Fast-growing destinations and strong sector indicators
At the national level, full-year 2025 data confirm a very positive momentum in many destinations, particularly in countries that accelerated their tourism recovery strategies. Several recorded double-digit growth in international arrivals, reflecting both a catch-up effect and enhanced attractiveness.
This is notably the case for Brazil (+37%), benefiting from a strong return of long-haul travelers; Egypt (+20%), driven by a more diversified tourism offering and robust European demand; and Morocco (+14%), which has strengthened its position through improved air connectivity and an active promotional strategy. Seychelles (+13%) also confirmed its appeal in the high-end tourism segment.
Among destinations reporting data through November 2025, several also posted remarkable performances. Bhutan (+30%) benefited from a gradual repositioning of its tourism model, while Iceland (+29%) continued to capitalize on strong demand for nature-based destinations. Guyana (+24%), South Africa (+19%), and Japan (+17%) also recorded sustained growth, reflecting a gradual return of international flows and a normalization of accommodation capacity.
Tourism revenues reach record levels
International tourism receipts further confirmed this positive trend. In 2025, revenues are estimated at $1.9 trillion, up 5% year over year, while total tourism export revenues reached approximately $2.2 trillion.
Several destinations reported revenue growth exceeding that of arrivals, indicating higher spending per visitor.
Among the main beneficiaries were the United Kingdom, France, Spain, and Turkey, while international tourism spending rose sharply in major outbound markets such as the United States.
2026: Growth expected amid uncertainty
For 2026, UN Tourism forecasts international arrivals growth of between 3% and 4%.
This outlook is based on continued recovery in Asia and the Pacific, strengthened air connectivity, and the rising role of emerging markets.
Major international events, such as the Milan-Cortina 2026 Winter Olympics and the 2026 FIFA World Cup, are also expected to support tourism flows.
However, the organization notes that geopolitical risks, high travel costs, and extreme weather events could weigh on traveler confidence.
In this context, experts believe that tourists will continue to prioritize value for money, as global tourism growth gradually normalizes following the strong post-pandemic rebound.
