More than 1.5 billion international tourists travelled abroad in 2025, setting the stage for a potentially record-breaking 2026 as global travel continues its recovery. According to the latest World Tourism Barometer from UN Tourism, international arrivals rose 4% year on year, nearing the pre-pandemic average annual growth rate of around 5% recorded between 2009 and 2019.
While Europe remained the most visited region, attracting nearly 800 million arrivals and posting 6% growth over 2024, the strongest gains were recorded elsewhere. Brazil led with a 37% increase in arrivals, followed by Bhutan at 30%, Egypt at 20%, Ethiopia at 15% and the Seychelles at 13%. Industry leaders describe these destinations as high-identity markets that are no longer niche yet remain less saturated than traditional tourism powerhouses.
In Egypt, operators cite the opening of the Grand Egyptian Museum near the Pyramids of Giza as a central driver of renewed demand. Booking enquiries rose sharply between 2024 and 2025, with companies reporting increased interest from families and solo travellers. In Brazil, growth has been supported by expanded international air connectivity through public-private partnerships and heightened global visibility following major sporting events. Executives also point to a competitive exchange rate and a rise in travellers seeking wellness, nature and extended stays.
Ethiopia’s recovery follows the resumption of flights in the north after conflict-related disruption and investments aimed at rebuilding traveller confidence. The Seychelles credits coordinated public-private marketing and diversification beyond honeymoon travel, while Bhutan continues to apply its high-value, low-volume strategy, including a Sustainable Development Fee that supports infrastructure and services. The latest figures indicate that although established markets retain scale, the most dynamic expansion is occurring in destinations combining distinct identity, improved access and structured tourism management.
