World Tourism Rankings by Country: Latest 2025 Arrivals and Tourism Trends

Global tourism has experienced a strong and steady recovery in recent years, gradually returning to and surpassing pre-pandemic levels. In 2023, international arrivals reached around 1.3 billion, followed by continued growth in 2024 as travel demand strengthened across all major regions.

By 2025, global tourism had fully recovered, with international arrivals estimated at approximately 1.5 billion, driven by strong performance in Europe and rapid recovery in Asia-Pacific. This marked a full return to pre-pandemic benchmarks and a stable growth phase for the industry.

In 2026, the global tourism sector is expected to continue expanding, with international arrivals projected to grow by around 3–5% year-on-year. While official country rankings are still being finalized, current trends show continued dominance of Europe, strong recovery in Asia-Pacific, and fast growth in the Middle East and Africa.

This guide explains the latest world tourism rankings by country, compares international arrivals and tourism receipts, reviews regional performance, and shows how travel businesses can turn tourism trends into bookable experiences.

Methodology: This ranking is based on international tourist arrivals, not domestic tourism or tourism revenue. Since full-year 2026 country-level data is not available yet, this guide uses the latest available tourism data, including provisional 2025 updates.

Key Highlights

• France remains one of the leading countries in world tourism rankings, attracting the highest number of international visitors.
  
• Spain continues to rank among the top global destinations, supported by strong demand for leisure, culture, and coastal tourism.
  
• The United States remains one of the world’s most visited countries and a major destination for international travel.
  
• Global international tourist arrivals reached about 1.52 billion in 2025, showing continued growth in worldwide tourism.

World Tourism Rankings by Country 2025

According to UN Tourism’s January 2026 update, global international tourist arrivals reached 1.523 billion in 2025. Europe remained the largest tourism region with 793 million arrivals, followed by Asia-Pacific with 331 million, the Americas with 218 million, the Middle East with 100 million, and Africa with 81 million. UN Tourism marks these 2025 figures as provisional data.

Note: Final official UN Tourism country rankings for 2025 are not yet fully published. The figures below are based on the latest available provisional national data and may vary by reporting method.

World Tourism Rankings by Country 2024

According to Global and Regional Tourism Performance by UNWTO, the World Tourism Ranking by Country in 2024 is France as no.1, followed by Spain, the United States, Italy, Turkey, Mexico, the United Kingdom, Germany, Greece, and Austria.

For anyone interested in travel trends, the latest statistics show some fascinating patterns in international tourism.

For more information on which cities and countries could be considered the most popular ones, you are welcome to read our guides dedicated to Most Visited Cities in the World and Most Visited Countries in the World.

The information presented in these articles can help potential travelers to gain a clear idea of what places are most popular at the moment and to learn more about the chosen destinations.

World Tourism Analysis

According to UN Tourism, formerly known as UNWTO (United Nations World Tourism Organization), an estimated 1286 million international tourists (overnight visitors) were recorded around the world in 2023, an increase of 34% over 2022.

This is the highest point after the pandemic period. Looking at the Global Tourism Statistics, let’s analyze a few key results of 2023 and projections for 2024.

Results of 2023

• International tourism recovered 88% of pre-pandemic levels in 2023 (-12% versus the pre-pandemic year 2019) with an estimated 1.286 billion arrivals (1.3 billion arrivals, up 34% from 2022.
• The Middle East recorded the best results, with arrivals 22% above pre-pandemic levels. Africa recovered 96% of 2019 numbers, Europe 96%, the America 90%, and Asia and the Pacific 65%
• International tourism receipts reached USD 1.4 trillion in 2023 based on preliminary estimates, about 93% of the USD 1.5 trillion earned by destinations in 2019.
• Total export revenues from tourism (including passenger transport) are estimated at USD 1.6 trillion in 2023, almost 95% of the USD 1.7 trillion recorded in 2019.
• Tourism direct gross domestic product (TDGDP) climbed to USD 3.3 trillion in 2023, according to provisional estimates, about 3% of global GDP, similar to 2019 values, driven by strong domestic and international travel.

Projections for 2024

• International tourism is expected to recover pre-pandemic levels in 2024, with initial estimates pointing to 2% growth above 2019 levels.
• This projection is subject to several factors, including the pace of recovery of Asia and the Pacific, economic circumstances such as inflation and its effect on transport and accommodation costs, as well as the evolution of geopolitical tensions and conflicts.
• The latest UNWTO Panel of Experts survey shows that 67% of tourism professionals expect better performance in 2024 than in 2023, while 28% expect similar performance and 6% suggest it could be worse.
• The UNWTO Tourism Confidence Index indicates slightly weaker prospects for January-April 2024 (score of 122) than for September-December 2023 (score of 126).

World Tourists Arrivals

According to the provisional data provided by UNWTO (Jan. 2024), the number of international tourist arrivals reached around 1286 billion in 2023. For context, the number was around 1,462 billion pre-pandemic.

In 2024, from January to September alone, an estimated 1.1 billion international tourist arrivals (overnight visitors) were recorded, indicating robust momentum and suggesting that total arrivals by December 2024 are likely to surpass previous annual records.

While the tourist arrival was affected by 72%, i.e., 1.1 billion in 2020, the sharp growth in the graph reflects that 2024 could meet the numbers of 2019, with the possibility of even exceeding it.

Recovery of International Tourist Arrivals

International tourism recovered 88% of pre-pandemic levels in 2023. We were previously at 28% in 2020, 31% in 2021, and 66% in 2022.

Recovery of International Tourist Arrivals by Region

The Middle East region saw the most growth in international tourist arrivals in 2023, with 122%.

Africa has 96%, Europe 94%, and America with 90% recovery, which shows a positive sign.

Meanwhile, Asia and the Pacific region reached 65% of pre-pandemic levels, and they have been gradually recovering since the start of 2023.

Recovery of International Tourists Receipts

International tourism receipts have remarkably recovered, reaching 93% of pre-pandemic levels in 2023. This marks significant progress compared to the 37% recovery in 2020, 41% in 2021, and 75% in 2022, reflecting a steady resurgence in global travel spending.

Best Performing Destinations Coming into 2024

According to the tourism data provided by UNWTO on Global and Regional Tourism Performance, France ranks no. 1 with the arrival of 100 million international tourists.

World Tourism Rankings by Country in terms of Total Arrivals 2023

In comparison to 2019

Based on the change in international tourist arrivals after 2019, Turks & Caicos leads the chart with a +127% change. Following behind is Qatar with +90%, Saudi Arabia with +56%, Albania with +53%, and El Salvador with a +40% increase in their tourist arrivals in comparison to 2019.

Ethiopia ranks at no. 8 with +30% change being the only country from the African region in the top 10. Tanzania ranks 12th with a +20% change, while Morocco, with a +11% change, barely gets into the top 20 spots.

With the data provided by UNWTO, the World Tourism Rankings by Country in terms of increase in international tourists are:

1. Turks & Caicos
2. Qatar
3. Saudi Arabia
4. Albania
5. El Salvador
6. Colombia
7. Andorra
8. Ethiopia
9. Curaçao
10. Dominican Rep.

Turks & Caicos is experiencing a resurgence in tourism due to the islands becoming a popular destination for cruise ships. Over 491,000 cruise passengers were recorded as visiting until October 2023.

On the other hand, Qatar and Saudi Arabia have capitalized on their sports events and tournaments to draw a large number of international tourists. After the AFC Asian Cup Tournament, Qatar is now aiming to lure families, medical tourists, and business travelers with a line-up of conferences and exhibitions.

Best Performing World Tourism Countries Rankings Based on Regions

Europe

Albania tops the list by a +53% increase in its tourist numbers in comparison to 2019. Andorra follows with a +31% change.

Europe Tourism Rankings by Country

1. Albania
2. Andorra
3. Liechtenstein
4. Iceland
5. Serbia
6. Portugal
7. Montenegro
8. Denmark
9. Malta
10. Türkiye

Asia and the Pacific

Maldives and French Polynesia. tops the list for the Asia Pacific region by a +10% increase in their tourist number in comparison to 2019. Fiji stands 3rd with a +3% increase, while other countries gradually try to reach the same numbers as in 2019.

Asia Pacific Tourism Rankings by Country

1. Maldives
2. French Polynesia
3. Fiji
4. N. Caledonia
5. Samoa
6. Nepal
7. India
8. Cook Islands
9. Sri Lanka
10. Japan

America

Turks & Caicos stands on top with a +127% increase in their tourist number in comparison to 2019. El Salvador follows with a +40% change.

Americas Tourism Rankings by Country

1. Turks & Caicos
2. El Salvador
3. Colombia
4. Curaçao
5. Dominican Rep.
6. US Virgin Islands
7. Guatemala
8. Honduras
9. Aruba
10. Barbados

Africa and the Middle East

Qatar ranks 1st with a +90% increase in its tourist numbers in comparison to 2019. Saudi Arabia follows with a +56% change.

Africa and Middle East Tourism Rankings by Country

1. Qatar
2. Saudi Arabia
3. Ethiopia
4. Tanzania
5. Oman
6. Morocco
7. Tunisia
8. Kenya
9. Mauritius
10. Syria

Large Best-Performing Destinations

Based on countries recording 5 million arrivals or more in 2019 and their change in 2024, here’s a list of Best Performing Countries:

1. Saudi Arabia
2. Albania
3. Dominican Rep.
4. Portugal
5. Morocco
6. Denmark
7. Türkiye
8. Greece
9. Netherlands
10. Spain
11. Argentina
12. Belgium
13. Bulgaria
14. Tunisia
15. France

Best Performing Destinations in Terms of Receipts

Serbia leads the rankings with a +79% increase in its receipts from international tourists. Pakistan follows closely with +77%.

World Tourism Rankings by Country in Terms of Receipts

1. Serbia
2. Pakistan
3. Türkiye
4. Romania
5. Portugal
6. Mauritius
7. Morocco
8. Latvia
9. Tanzania
10. Mexico
11. Spain
12. Italy
13. Slovenia
14. Brazil
15. Greece
16. France
17. Cyprus
18. India
19. Samoa
20. Mongolia

Large Best-Performing Destinations in Terms of Receipts

Based on destinations earning USD 5 billion or more in receipts in 2019 and comparing it to 2023, Türkiye ranks 1st with +59% growth in its receipts. Portugal managed to get 2nd place with a +38% increase.

1. Türkiye
2. Portugal
3. Morocco
4. Mexico
5. Spain
6. Italy
7. Brazil
8. Greece
9. France
10. India
11. Japan
12. Germany
13. Israel
14. United States
15. Korea (ROK)

How Tour Operators Can Use Tourism Data?

Tourism data helps travel businesses understand where travel demand is growing. It also shows which destinations attract more visitors during different seasons. With these insights, operators can plan better packages and avoid relying only on guesswork.

Arrival numbers can reveal popular and emerging destinations. Tourism receipts can show where visitors spend more. Regional growth data can also help operators find markets with rising demand. Together, these insights support better product planning and marketing decisions.

Tour operators can use tourism data to:

• Choose suitable destinations: Visitor trends can help operators identify popular places and growing tourism markets.
• Create relevant tour packages: Operators can build cultural, adventure, luxury, family, or group tours based on current traveler interests.
• Plan seasonal departures: Monthly and yearly arrival data can show peak and low travel periods for each destination.
• Set better pricing: Tourism receipts and spending patterns can help operators design budget, mid-range, or premium packages.
• Target the right audience: Source-market data can show which countries send the most visitors to a destination.
• Improve marketing campaigns: Operators can promote packages when traveler interest and search demand begin to rise.
• Manage availability: Demand forecasts can help businesses prepare guides, transport, accommodation, and departure dates.
• Reduce business risks: Operators can avoid destinations with falling demand, poor connectivity, or unstable travel conditions.

Conclusion

The latest world tourism rankings confirm that international travel continues to grow. France and Spain remain among the most visited destinations. Meanwhile, the United States continues to generate major tourism demand and spending.

Europe still leads global arrivals. However, fast-growing destinations across Asia, Africa, the Middle East, and the Americas are creating fresh opportunities for travel businesses.

For tour operators, tourism rankings offer more than visitor numbers. They reveal where demand is rising, which markets are recovering, and where new packages may perform well.

However, data alone cannot guarantee bookings. Tour operators still need strong local knowledge, clear itineraries, suitable pricing, reliable availability, and a simple booking journey.

WP Travel helps bring these elements together. Travel businesses can create structured trips, display complete details, manage departure dates, set prices, and accept online bookings through WordPress.

You can start with the free WP Travel plugin to build your travel booking website. As your business grows, you can upgrade to WP Travel Pro for advanced features and greater booking flexibility.

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