Inbound tourism arrivals to Israel have fallen in 2025 and continue to decline, primarily due to ongoing national security challenges. The persistent instability - exacerbated by the recent escalation with Iran - has led to widespread travel warnings, flight cancellations and a sharp drop in international demand. As a result, inbound leisure travel has not recovered, with most visits from overseas limited to essential or family-related purposes.

Inbound tourism to South Africa has strengthened in 2025, driven by robust regional demand, proactive destination marketing and expanding connectivity. African source markets remain the backbone of growth, with neighbouring countries providing a resilient base of visitors through land travel, cross-border trade and visiting-friends-and-relatives (VFR) trips.

Tourism flows in Ireland performed well during 2025, continuing the recovery from the slump caused by the Coronavirus (COVID-19) crisis. Domestic tourism in Ireland has been characterised by more frequent, but shorter trips during 2025. This has enabled domestic travel to post the highest rise in trips in the face of a rising number of outbound departures. Nevertheless, there is a shift in Irish travel patterns, favouring shorter domestic breaks, whilst taking more outbound holidays. Domestic to

By mid-2025, Mexico had experienced a notable uptick in international tourism following the COVID-19 pandemic. Inbound tourism from the United States continued to dominate, with arrivals increasing compared to the previous year of the review period and significantly exceeding pre-pandemic levels. Arrivals from Canada exhibited notable momentum, with double-digit annual growth, driven by a wave of travellers redirected from the United States due to political concerns related to trading uncertaint

Inbound arrivals is expected to record another year of strong growth in Singapore in 2025, surpassing pre-pandemic value levels seen in 2019. However, arrival volume growth is more modest, reaching only 88% of 2019 levels, and showing a clear deceleration compared to 2024.

Inbound arrivals to Bulgaria are expected to continue rising in 2025, supported by growing awareness of the country as an affordable yet high-quality travel destination. Improvements in service standards and a diversified tourism offer, combined with competitive pricing, are further enhancing the country’s appeal. Bulgaria’s accession to the Schengen Area on 1 January 2025 is also expected to provide a significant boost, facilitating easier travel and opening new opportunities to attract tourist

Inbound arrivals to Croatia rose steadily in 2025, reflecting continued recovery and stable performance in the tourism sector. Traditional source markets such as Germany, Austria, Slovenia, Hungary, Czechia, and Slovakia remained dominant, though their growth momentum softened as rising service prices made Croatia less affordable for budget-conscious travellers. Some Central European tourists opted for lower-cost destinations such as Turkey, Bulgaria, and Egypt, where all-inclusive packages offe

Inbound arrivals in the Czech Republic rose modestly in 2025 although volume growth is beginning to stabilise in the aftermath of the pandemic. Most international tourists visiting the Czech Republic come from Germany, Slovakia, and Poland, with German tourists accounting for the largest share of inbound trips. Slovakia and Poland also contribute significantly to inbound tourism, followed by the United Kingdom, United States, and Italy.

Inbound arrivals are seeing small growth in Hungary in 2025. Most tourists visiting Hungary arrive from neighbouring countries or those within close proximity—typically just a few hours' drive or a short flight away—and there has been no significant change in the leading source markets. Of course, opening new direct connections to Hungary always boosts interest and this is quickly reflected in lodging booking data as well. Hungary and its capital city Budapest is still considered affordable—bein

Inbound arrivals to Poland rose again in 2025, though at a slower rate than the sharp rebound seen in the previous two years, as the market approached pre-pandemic maturity. Leisure travel continued to account for the majority of inbound trips, supported by Poland’s reputation as an affordable, accessible, and culturally rich destination.

Inbound tourism to India is experiencing a slowdown in overall growth in 2025. The US and Bangladesh continue to rank amongst the leading source markets. American travellers are attracted to India’s rich cultural heritage, spiritual tourism - including yoga and pilgrimage sites - and unique wellness experiences. Meanwhile, travellers from Bangladesh are motivated by the country’s proximity, shared cultural and religious connections, and the availability of affordable, quality healthcare services

The year 2025 saw a steep contraction in Thailand’s inbound arrivals, with the downturn attributed to decline across of number of source markets in Asia-Pacific, Europe. This major slump was driven by a handful of interconnected challenges, most notably the persistent concerns surrounding personal safety and the higher cost of visiting Thailand.

Inbound arrivals to Slovakia are expected to continue rising in 2025, with the main source markets -the Czech Republic, Poland, Germany, and Hungary - benefiting from strong geographic proximity, well-developed transport connections, and cultural affinities. Growth is also being driven by a moderate increase in arrivals from Asian markets such as China and South Korea, following a strong post-COVID rebound in 2024.

Inbound arrivals rose in Romania in 2025, largely due to Romania’s status as a relatively low-cost tourist destination compared to other European countries, especially those experiencing overtourism. Prices for transport, accommodation, food, services and security remained relatively stable, making Romania increasingly attractive to visitors.

Inbound arrivals are expected to grow in the Philippines in 2025. However, growth is expected to be significantly slower than in the previous year. South Korea is set to remain the country’s top source market, but arrivals are expected to drop significantly, a trend mirrored across ASEAN destinations as Korean outbound travel has softened. Arrivals from China are also set to decline, reflecting ongoing geopolitical tensions and stricter outbound travel policies. Meanwhile, arrivals from the US,

Inbound arrivals are expected to rise in Indonesia in 2025. The main reasons for growth include intensive promotions carried out by the Ministry of Tourism, especially those targeting the foreign tourist segment. Notable promotional activity has included the Wonderful Indonesia Journey event, which specifically targets business providers from Malaysia. Another significant growth driver has been the increased frequency of direct flights to Bali especially direct flights from locations such as Aus

Tourism flows in Malaysia, inbound, outbound and domestic, are projected to see strong growth in retail current value sales and number of trips over 2025. While slower than the dynamic increases seen since 2021, as the COVID-19 effect lessened, tourism flows in Malaysia continue to see a positive performance in the final year of the review period. While domestic tourism is expected to post the highest increase in number of trips over 2025, there has been a focus on developing source markets, wit

In 2025, inbound arrivals to Hong King, China continue to recover from the pandemic. The Hong Kong Tourism Board is targeting a return to 75% of pre-pandemic levels by the end of 2025. Mainland China remains the dominant source market, bolstered by policy enhancements, such as the expansion of the Individual Visit Scheme to additional cities including Xi’an and Qingdao, plus the reinstatement of the multiple-entry visa scheme for Shenzhen residents. While China continues to anchor Hong Kong’s to

China’s inbound arrivals witnessed dynamic growth in 2025, largely driven by extensions to the country’s visa-free policy and transit program. As of 17 July 2025, citizens of 46 countries with ordinary passports can enter China visa-free for up to 30 days, whilst citizens of 55 countries are eligible for China’s 240-hour visa-free transit, mainly benefitting inbound travellers from Western Europe, the Middle East and Southeast Asia. According to the National Immigration Administration, inbound a

Inbound arrivals to Australia increased in 2025, albeit at a slower pace than initially forecast. The resurgence was tempered by rising long-haul travel costs, exacerbated by Trump-era tariffs, which heightened operational expenses and softened demand from key markets such as China and the United States. In response, many consumers traded down, opting for regional or short-haul destinations over costly long-haul trips to Australia.

Inbound arrivals will increase in Taiwan in 2025. However, despite continued efforts to revitalise inbound tourism, Taiwan still faces challenges in returning to pre-pandemic visitor volume levels. The primary challenge for recovery remains the sluggish rebound from Mainland China, which was Taiwan’s leading source market prior to the COVID-19 pandemic in 2019. Heightened geopolitical tensions and ongoing visa-related barriers between the two countries continue to restrict travel, significantly

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