Europe remains the epicenter of inbound tourism. In 2025, the continent welcomed 793 million international visitors, an annual growth of 4% and a level 6% above pre-pandemic figures. France and Spain, among the most popular destinations on the planet, together attract close to 200 million tourists a year—more than any other global tourism axis. Europe’s momentum is explained not only by its sheer visitor volume, but also by the diversification of its offer, which combines historical heritage, culture, gastronomy, nature, and urban experiences. This diversity helps extend travel seasons and appeal to a wide range of traveler profiles.
While Europe represents stability and scale, other regions are setting the pace in terms of growth and change. Asia and the Pacific closed the year with 331 million international arrivals, continuing upward, though still 9% below 2019 levels. This trend has been supported by the reopening of key markets such as Japan and several Southeast Asian countries, as well as by the normalization of long-haul air connectivity.
Africa recorded one of the most dynamic increases in 2025, with 81 million international tourists—8% more than in 2024. The north of the continent led this rise, and countries such as Morocco stand out for sustained tourism strategies that are transforming their position on the global map. Its growth has been so accelerated that in just two decades tourist flows have tripled. This African upswing is partly reshaping the balance of Mediterranean tourism and contributes to a more diverse set of competitive destinations in the international arena.
Another standout region is the Middle East, which reached 100 million arrivals in 2025, a 3% year-on-year increase and a jump of 39% compared with 2019. Countries such as the United Arab Emirates, Qatar, and Saudi Arabia have placed tourism at the center of their economic policies, investing in air connectivity, international events, culture, and high-end hospitality. These efforts have significantly boosted the region’s appeal as a global destination.
By contrast, the Americas posted more moderate growth. With 218 million international visitors, the region increased its numbers by only 1% in 2025. After a dynamic start to the year, momentum slowed in the second half, particularly in the United States and Canada, influenced by higher travel costs, the strength of the dollar against other currencies, and intensifying international competition. Even so, subregions such as South America and Central America showed more favorable growth rates, partly offsetting weaker dynamics in the Caribbean.
One of the most notable features of this new cycle is that tourism’s expansion is no longer driven solely by traveler volume, but also by the quality and value of spending. Diverse destinations such as Morocco, Japan, Egypt, or Korea have recorded revenue increases that outpaced growth in arrivals, pointing to a shift toward higher value-added models in tourism activity.
Looking ahead to 2026, UN Tourism projections anticipate additional sector growth of between 3% and 4%, shaped by the evolution of the global economy and geopolitical factors. Major international events—such as the Winter Olympics in Milan-Cortina and the FIFA World Cup—are expected to further stimulate travel flows and help consolidate this renewed map of global tourism.
