On World Tourism Day, which falls on September 27, and with summer almost over in the northern part of the globe, we look at the most prominent destinations that captured the interest of travelers and enjoyed their experiences last year.
More than 1.5 billion tourists traveled in 2025, which could mean that tourism revenues in 2026 will be huge.
According to a measure of global tourism, published by the United Nations Tourism Board, the number of tourists grew by four percent globally, and began to match the average growth before the Corona epidemic, which amounted to about five percent annually between 2009 and 2019.
Europe remained the most visited region in the world, welcoming nearly 800 million visitors and recording strong growth of six percent.
Brazil witnessed an increase in the number of visitors by 37 percent, Egypt by 20 percent, Ethiopia by 15 percent, and Bhutan by 30 percent. Even the Seychelles, a small archipelago off the coast of East Africa, recorded a 13 percent increase.
“These countries fall into the category of countries that have a prominent position, countries that have emerging tourist destinations, and countries that do not have a niche but are not yet consumed by tourists,” said Stephen Vigor, CEO of travel consultancy Revogret.
“Travelers are now drawn to diverse cultures and landscapes and to discovering new places, so countries that have a strong identity and are easy to reach are the ones that really win in attracting tourists,” adds Stephen Vigor.
To understand the reason behind this shift, and how destinations are managing the influx of tourists, given their large numbers, we spoke with tourism authorities and industry operators in several of the fastest-growing countries in this sector.
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With a 20 percent jump in the number of tourists from abroad during 2025, Egypt has emerged as one of the strongest performing countries in the Middle East, a region that has seen rapid growth in tourism following the Corona pandemic.
According to tour operators, the biggest impetus was the opening of the long-awaited Grand Egyptian Museum near the Giza Pyramids.
“It took more than 20 years and was announced several times before it was finally opened,” said Jorge Salas Guevara, founder of New Paths Expedition.
He points out that travelers who trusted these previous advertisements and visited Egypt for many years returned there feeling that they had missed one of its most important features. Others chose to wait until the museum opened on its confirmed date.
Johnny Prince, CEO of Timbuktu Travel, has seen the shift reflected in booking data: an almost 50 percent increase in inquiries from 2024 to 2025.
He points out that the noticeable improvement in safety factors has encouraged more families with children to travel, in addition to an increase in the number of women travellers.
Salas Guevara recommends using small "dahabiyas" (traditional wooden sailboats) on the Nile River rather than large cruise ships, allowing access to enjoy these river tours and access multiple areas.
The shift towards slower modes of travel also creates space for new ways to experience the country.
Boat Basket Tozeur, which has been offering tours across Europe for nearly 50 years, launched its first itinerary in Egypt and the Nile this year, the first of its kind in the country.
The hikers take “less traveled” routes through villages and palm groves, and are joined by Egyptologists.
Lawrence Winkle, CEO of the company, said: “Active travel is booming right now, and traveling by bike is new in Egypt.” He added: "We are still visiting the temples, monuments and pyramids in Cairo, but we are getting there at a pace that allows us to absorb everything to the fullest."
Brazil
No destination recorded a greater year-on-year increase than Brazil, which recorded a 37 percent rise in the number of tourists in 2025. Much of this growth was driven by pre-planned policy.
In 2024, the Brazilian International Tourism Promotion Agency, Imperator, which administers Visit Brasil, launched a program to attract new international flights through public-private partnerships with airlines and airports, and to support the promotion of new routes.
“Achieving the growth goals of international tourism in Brazil is closely linked to air connectivity,” said Marcelo Freixo, President of Imperator. He added: "There is no point in the growing international interest in getting to know Brazil if there are no direct flights or connections at a competitive price."
Marco Amaral, vice president of operations and development at Minor Hotels, also credits the shift in how the country is viewed globally.
Major events, including the Rio Olympics, the FIFA World Cup, last year's Sao Paulo Grand Prix and the upcoming Women's World Cup in 2027, have helped raise awareness, while Sao Paulo has emerged as a global hub for culture, music and dining.
“Now that health, time, nature and leisure are top priorities for everyone, Brazil is witnessing the arrival of a new type of tourist: the tourist who is aware of and seeks luxury,” Amaralek said.
The competitive exchange rate has placed the country, as a tourist destination, in a superior position.
While the country is aware of the huge numbers of tourists, it also faces obstacles.
The country has more than 9,000 kilometers of coastline, in addition to vast inland areas, so the main challenge is to diversify tourism destinations away from major centers such as Rio de Janeiro and São Paulo.
“The delay in promoting tourism was to our advantage,” said Giselle Abrahao, founder and CEO of Global Vision Access and the Brazil DNA Initiative.
She added: "There is a clearer and more carefully considered approach that focuses on promoting and marketing destinations, as well as trips that include new experiences, and marketing them with greater awareness."
Destinations at risk of overtourism have begun to take action to reduce this, prioritizing more meaningful and positive engagement with local communities.
In the Brazilian city of Belém, tourists are drawn to the historic Viro-Pso open market and its display of cuisine based on ingredients from the Amazon forest, from edible ants to unique spices.
Amaral also said that “once you visit two different Brazilian cities, you will realize that there is a new version of Brazil.”
Ethiopia
Ethiopia recorded a 15 percent increase in the number of tourists in 2025, which contributed to an eight percent increase in tourism on the African continent, which is the strongest regional growth in measuring tourism sector growth rates.
This recovery comes after several years of declining tourist numbers due to conflict in the Tigray region of Ethiopia. Flights in the north resumed in 2023, and 2024 saw an increase in interest in travel.
Since then, the country has invested heavily in improving transportation and gaining the trust of tourists, including launching the “Visit Ethiopia” platform in 2025.
New hotels and improved services also helped revive demand rates.
“As a result, we are seeing renewed interest from our long-time travelers, as well as a steady return of visitors who have postponed their plans for several years,” says Salas Guevara, noting that Ethiopia was New Path Expeditions’ first destination.
“We are also receiving increasing interest from young people looking for new travel destinations and the outdoors,” Guevara added.
Salas Guevara describes Ethiopia as one of the world's richest destinations with extensive archaeological, anthropological and historical discovery experience.
He recommends exploring the heritage of the Aksumite Kingdom in the north, which includes rock-hewn churches and the architecture of the medieval Ethiopian city of Gondar.
The Simien Mountains in Ethiopia provide a close area for viewing wildlife, especially the rare Gelada monkey species, which is not found anywhere else in the world. In the south, the Omo Valley remains home to communities that have maintained distinct cultural traditions for centuries.
Seychelles
Seychelles has recorded a 13 percent rise in the number of tourists until 2025. The country's Ministry of Tourism credits strong cooperation between the public and private sectors, organized marketing and commitment to quality.
“Exceeding our 2024 target is a result of our combined efforts and the strong partnerships we continue to build,” Sherine Francis, Seychelles Principal Secretary for Tourism, said in a statement reviewing the results achieved during the year.
“Visitors can enjoy more than just walking on the beach,” says Naji Estha, General Manager of Anantara Maya Seychelles Villas and Avani+ Barbarons Seychelles Resort.
He added: “When you come to Seychelles, you will find charm, luxury and inherent allure, from hiking to waterfalls, diving, eating Creole cuisine (a rich cultural fusion that combines French, Spanish, African and Caribbean cuisine), or indulging in a motia dance around the fire.”
While honeymoon trips remain a staple in the tourism market, Estha is noticing a rise in the number of families and travelers visiting the country for health reasons.
“The islands remain a place for everyone, and locals appreciate their beauty just as much as holidaymakers,” Estha said.
Bhutan
A 30 percent increase in arrivals in 2025 may seem at odds with this restriction on expansion policy, but Bhutan has worked to make its growth sustainable, including imposing a nightly sustainable development fee on tourists (currently US$100), to fund facilities, infrastructure and services for residents and visitors alike.
The country's former prime minister said of the cartoons: "We will appreciate everyone who visits us to appreciate our values, while also learning a lot from them."
The country has long been known for its focus on Gross National Happiness. “Bhutan has become the cure for modern jet lag,” said Yeshan Goel, founder and CEO of Himalian Akos Travel.
“Bhutan attracts travelers who feel they have already seen the world and are looking for something deeper,” he added.
Joel recommends that visitors seek out quieter experiences, such as sitting with an elder monk during a private session, spending time with a weaver who has practiced his craft for generations, or sharing a meal on a remote farm in the valley.
“This often leaves a deeper impression than the main tourist attractions, and he prefers exploring Bhutan by motorbike,” he said.
More importantly, he says, visitors should explore the country's changing nature.
“It offers visitors a rare opportunity to pause and reflect, which is ultimately what many travelers who come here seek, even if they don't realize it at first,” he explains.
