International travel surged to new heights in 2025, with more than 1.5 billion people crossing borders worldwide, setting the stage for what industry experts expect to be a record-breaking 2026. According to the latest World Tourism Barometer from UN Tourism, global arrivals rose by 4%, edging closer to the pre-pandemic annual growth average of approximately 5% recorded between 2009 and 2019. While traditional tourism powerhouses continued to attract the largest share of visitors, the most striking growth occurred in a diverse group of emerging destinations stretching from South America to Africa and the Himalayas.
Europe maintained its position as the most visited region globally, welcoming nearly 800 million travelers and recording a 6% increase over 2024. Yet the spotlight has shifted toward countries that are redefining the travel landscape with distinctive cultural identities and relatively untapped experiences. Brazil led the surge with a remarkable 37% jump in international arrivals. Bhutan followed with a 30% rise, while Egypt recorded a 20% increase, Ethiopia 15%, and Seychelles 13%.
Industry analysts describe these countries as high-identity destinations that are no longer niche but have yet to experience the pressures of mass saturation. Travelers, they note, are increasingly seeking authentic experiences rooted in culture, heritage and natural landscapes rather than conventional tourist circuits.
In Egypt, a 20% increase in arrivals has positioned the country as one of the Middle East’s strongest performers. The long-anticipated opening of the Grand Egyptian Museum near the Pyramids of Giza has played a decisive role in reigniting global interest. After years of delayed announcements, the museum’s debut prompted both returning visitors and first-time travelers to make the journey. Tour operators report renewed confidence in the destination, with pent-up demand finally being realized.
Brazil’s record-setting growth has been closely tied to strategic policy initiatives. The Brazilian Agency for International Tourism Promotion, Embratur, launched partnerships with airlines and airports to expand international flight routes and improve connectivity. Officials stress that boosting direct and affordable air access has been central to converting rising interest into actual arrivals. Global events have also elevated Brazil’s international profile, from the Olympic Games Rio 2016 and the 2014 FIFA World Cup to the annual São Paulo Grand Prix and the upcoming 2027 FIFA Women’s World Cup. Tourism leaders emphasize that the country’s vast 9,000-kilometer coastline and expansive interior offer room for growth, with efforts underway to encourage travel beyond Rio de Janeiro and São Paulo. Destinations such as Belém, known for the historic Ver-o-Peso Market and Amazonian-influenced cuisine, are gaining international attention.
Ethiopia’s 15% growth contributed to Africa’s continent-wide 8% rise, the strongest regional increase reported in the Barometer. The rebound follows the resumption of flights to northern regions after the Tigray conflict, alongside investments in new hotels and the launch of the Visit Ethiopia platform in 2025. Tourism operators report renewed interest in the country’s archaeological and natural treasures, including the rock-hewn churches of Lalibela, the ruins of the ancient Axumite Empire, and wildlife encounters in the Simien Mountains, home to the rare gelada monkey.
The Seychelles, meanwhile, posted a 13% rise in visitors, crediting strong public-private collaboration and targeted marketing. Once viewed primarily as a honeymoon haven, the island nation is expanding its appeal to include hiking, snorkelling, Creole culinary experiences and traditional Moutya dance performances, blending barefoot luxury with cultural immersion.
Bhutan’s 30% growth stands out given its long-standing “high value, low volume” tourism policy. The Himalayan kingdom continues to charge a Sustainable Development Fee of $100 per night, channeling funds into infrastructure and community services. Authorities maintain that growth does not mean compromising values. Known for prioritizing Gross National Happiness over gross domestic product, Bhutan has become increasingly attractive to seasoned travelers seeking meaningful and mindful journeys.
As global tourism regains momentum, the data suggests a shift in traveler preferences toward culturally rich and distinctive destinations that balance growth with sustainability. While established regions remain dominant in overall numbers, the fastest expansion is unfolding in countries that offer both discovery and deliberate management of their tourism futures.
