In 2025, Spain experienced a record-breaking year for international tourism, with inbound arrivals rising by 3% to reach 97 million trips. The majority of visitors came from European countries, with the UK, France, and Germany being the leading sources. Nevertheless, arrivals from non-European countries also continued to grow, with Chinese arrivals exhibiting a particularly strong surge. The number of direct flights between China and Spain doubled from 2019, reflecting Spain's growing popularity

Inbound tourism to Egypt posted strong double-digit growth in 2025, supported by robust demand from Eastern European and Gulf markets. Poland, Kazakhstan, Serbia, and Saudi Arabia were among the most dynamic source markets, driven by expanded air connectivity, simplified visa procedures, and the favourable currency exchange rate, which enhanced Egypt’s appeal as a cost-competitive destination. The Red Sea resorts, particularly Hurghada and Marsa Alam, continued to attract the largest share of in

Italy saw a 3% rise in inbound arrivals in 2025, totalling 61 million trips. This growth reinforced Italy's position as one of the world's leading destinations, due to its rich history, culture, art, cuisine, and natural beauty. However, the country continued to face the risk of overtourism, particularly in its major art cities, which saw a significant surge in both inbound and domestic tourism during the peak season from April to October. The sustained appeal of Italy's diverse offerings was a

Growth in inbound arrivals to Sweden in 2025 looks set to be well below that recorded in 2024. This is mainly because international travel flows are now normalising following the post-pandemic surge during the latter part of the review period, though the slowdown also reflects heightened global economic uncertainty resulting from US trade policies and other factors. Arrivals are still increasing at a healthy pace overall, however, as the country has long been renowned for offering more distincti

Inbound arrivals are set to grow strongly in Vietnam in 2025. April was particularly notable, with more than 2 million foreign tourists arriving, a significant year-on-year increase and the highest monthly figure ever recorded according to government statistics. The surge was largely driven by key markets such as China, South Korea, Taiwan, and the US. Overall, growth can be attributed to several factors, including relaxed visa policies, effective promotional travel campaigns, and major national

In 2025, inbound arrivals to the US are set to fall for the first time since the pandemic years, marking a reversal of the steady recovery trend that had defined the past several cycles. A range of factors has contributed to the downturn - Trump administration tariffs, stricter immigration policies, and the uncertainty of an on-again, off-again trade war have all weighed heavily on travel sentiment. High-profile detentions of visitors, visa holders, and even permanent residents have added to con

Tourism flows is expanding in the UK in 2025, which remains an attractive destination for inbound tourists, with both visitor numbers and spending continuing to grow. The country appeals to travellers seeking a destination rich in history but also known for its eccentricity. Its strongest resonance is with the cultural explorer consumer segment, though it also attracts adventure seekers and, to a lesser extent, luxury seekers. Britain is widely regarded as the world’s second most influential cul

Inbound tourism continued to grow in 2025, although the pace of expansion normalised compared to the extraordinary post-pandemic rebound of previous years. Morocco consolidated its position as one of Africa’s leading tourism destinations, supported by the 2023–2026 tourism roadmap and the combined efforts of the Ministry of Tourism, the National Tourist Office (ONMT), and a wide network of public and private partners. Strategic partnerships with airlines, tour operators, and hotels – alongside f

Tourism flows to Portugal continued to expand in 2025, reflecting the country’s strong reputation as a safe, welcoming, and culturally rich destination. European source markets remain dominant, with Spain leading the ranking due to geographic proximity, ease of mobility, and long-standing cultural ties. Among long-haul origins, the United States continues to represent the most important market in both arrivals and expenditure, consolidating its position as a high-value contributor to Portuguese

Turkey continues to rank among the world’s top tourist destinations in 2025 due to its rich culture, varied natural scenery, and cost-effective travel options. Positioned at the crossroads of Europe and Asia, it is also easily reachable from multiple regions. The country’s strong tourism infrastructure, especially its popular all-inclusive resorts, draws travellers looking for a mix of history, relaxation, and affordability. Easy visa access, broad flight networks, and its appeal across all seas

Inbound arrivals is rising in Brazil in 2025. The country is becoming cheaper for tourists and travellers thanks to the weakening of the Brazilian real against foreign currencies such as the Euro, US dollar and Argentine pesos. Also driving growth are the widening offer of nature tourism and the expansion of the country’s aerial network. Despite the enforcement of visa obligations for US tourists travelling to Brazil, the volume of visitors from the US continues to grow, with it being relatively

Inbound arrivals are set to increase in Chile in 2025. Thanks to geographic proximity and the ease of migration policies - especially when compared to countries like the US - citizens of several South American countries can enter Chile using only their national ID cards, without the need for a passport. This is possible due to agreements within Mercosur and the Andean Community, which promote free movement between member nations. Specifically, citizens of Argentina, Brazil, Bolivia, Colombia, Ec

Inbound arrivals in Peru rose in 2025, though growth was more moderate than in the previous year. While the number of visitors remains below pre-pandemic levels, the value generated by inbound tourism has already surpassed that of 2019. This reflects a marked increase in average spending, driven by higher airfares, stronger demand for upscale hotels, and a greater willingness to dine in premium restaurants, particularly those with international acclaim.

Inbound arrivals recorded a modest increase in Argentina in 2025. This follows a notable decline in 2024, when Argentina became particularly expensive in dollar terms for foreign visitors. The high cost also discouraged domestic tourism, as many locals found it cheaper to travel abroad. In contrast, 2025 is projected to see a slight recovery in international arrivals.

Tourism flows in Austria have recovered strongly from the Coronavirus (COVID-19) pandemic. The number of inbound trips exceeded the pre-pandemic level of 2019 in 2024, and numbers continue to rise in 2025. Austria primarily continues to benefit from its central location in Europe, making it an attractive destination for travellers from neighbouring countries, in particular, but also for many long-haul travellers during European trips. Austria is known worldwide as a wonderful ski destination and

Inbound tourism to Belgium expanded further in 2025, with rising arrivals from neighbouring countries – particularly the Netherlands, France and Germany – alongside an increasing number of international visitors from further afield. Flanders remained the most visited region, drawing tourists with its historic art cities, world-class museums and cycling routes. Cultural heritage continues to be a major attraction, but visitor motivations are evolving. Travellers are now seeking more meaningful, i

Inbound arrivals to Canada increased in 2025, despite ongoing political tensions affecting traditional travel flows. Since President Trump returned to office, Canada–U.S. relations have become strained, resulting in a decline in cross-border travel. Fewer Canadians are choosing to visit the United States, and the number of American tourists coming to Canada has also decreased. This trend has been reinforced by a combination of factors, including U.S. political policies, stricter border controls,

In 2025, inbound arrivals is expected to continue to see growth in Switzerland. Switzerland's appeal lies in its unique and premium experiences, such as its branding around cheese, chocolate, and luxury. In addition, its spectacular scenery, such as the Swiss Apls, also appeal. These elements continue to resonate with high-spending international visitors, particularly from the US and Arab countries, who are less affected by economic downturns. However, the largest increase in tourists in 2025 is

Although inbound arrivals to Germany slowed in comparison to 2024, when the country hosted the UEFA Euro 2024 championship, the country enjoyed a steady flow of foreign travellers, drawn to its rich cultural heritage, sustainable tourism options, and diverse experiences. Germany boasts excellent travel infrastructure, including well-developed rail and road systems, eco-friendly options, and off-the-beaten-path destinations. Germany’s annual cultural events are also becoming increasingly appealin

Inbound arrivals to France rose by 3% in terms of trips and by 2% in current value terms in 2025. Although this represented a positive performance, it fell short of expectations following the Olympic Games the previous year. In contrast to some expert predictions, inbound arrivals only increased by 2% in 2024. The 80th anniversary of the Normandy Landings and the reopening of Notre-Dame de Paris were notable events that attracted tourists, but the Olympic and Paralympic Games had a mixed impact.

Inbound arrivals to Ecuador (in terms of number of trips) are expected to see a notable increase in 2025, following a significant downturn in the previous year. In 2024, tourism was severely impacted by a spike in criminal activity and frequent nationwide blackouts, linked to the country’s energy crisis. These issues created a negative perception of safety and reliability, discouraging international travellers from visiting the country.

Growth in inbound arrivals in 2025 was driven by both push and pull factors. In many key source markets, the economic situation enabled people to travel and discover new countries. At the same time, there is still room for growth as inbound travel to Finland remains behind its pre-pandemic level due to the change in source markets. For instance, hardly any Russians are travelling to Finland anymore, and key Asian markets have not yet recovered.

Inbound tourism in New Zealand in 2025 was supported by a combination of targeted government policies and improved international connectivity. Flexible visa initiatives introduced in early 2025 attracted digital nomads and remote workers, encouraging longer stays and higher per-visitor spending. Expanded international flight capacity, particularly from Australia, China and the United States, further strengthened accessibility and boosted arrivals. The government also placed emphasis on promoting

In 2025, inbound arrivals to Saudi Arabia rose by 7% to reach 32 million trips, reflecting the Kingdom's strategic focus on human-centred travel. This approach, which prioritises authentic cultural experiences, meaningful interactions, and community engagement, aims to harmonise rapid infrastructure expansion with heritage preservation and strong community ties. The people-first methodology is a cornerstone of Saudi Arabia's broader ambition to establish itself as a leading international tourism