Fastest-growing tourism destinations revealed in new UN report

The UN Tourism World Tourism Barometer says several countries saw strong increases in international arrivals in 2025 — Japan (+17% through November), Brazil (+37% for the full year), Egypt (+20%) and Iceland (+29% in Europe) — and estimates about 1.52 billion international tourists overall.

The UN Tourism World Tourism Barometer published the first 2026 edition with data covering international arrivals in 2025. The report highlights notable year-on-year increases in several countries and gives an overall estimate for global tourism in 2025. It notes that travel demand remained solid during the year despite inflation in tourism services and geopolitical challenges, while activity softened somewhat toward the end of the year. The report also links some destination gains to specific events and openings in 2024–25. Highlights: - Japan recorded double-digit growth, up about 17% in international arrivals through November 2025 compared with 2024. - Brazil rose about 37% for the full year, with festivals and large events cited as contributors. - Egypt saw about a 20% increase, with the Grand Egyptian Museum’s soft opening in October 2024 and grand opening in November 2025 noted as factors. - In Europe, Iceland reported the largest growth, up about 29%, and the report refers to increased Northern Lights activity after the 2024 solar maximum and an upcoming solar eclipse as influences on bookings. - Other full-year increases included Morocco (+14%) and the Seychelles (+13%). - Destinations reporting data through November with notable rises included Bhutan (+30%), Guyana (+24%) and South Africa (+19%). Summary: The Barometer shows continued growth in many destinations and estimates around 1.52 billion international tourists in 2025, with Europe remaining the most visited region at about 793 million arrivals. The report frames these shifts alongside economic and geopolitical pressures and points to specific events and openings that influenced demand. Future updates will appear in subsequent editions of the World Tourism Barometer. Undetermined at this time.