International tourism increased significantly in 2025 - but where did guest numbers rise particularly rapidly and why are travelers changing their destinations? Falstaff TRAVEL takes a look at the most exciting destinations, developments and trends.
Some countries are benefiting much more from the growing desire to travel than others. While classic destinations are recording solid growth, lesser-known destinations are experiencing real leaps in growth - often off the beaten track.
The ranking is led by Brazil, which reported the strongest increase worldwide with growth of 37%. Bhutan also grew rapidly (up 30%), scoring points with its sustainable concepts and strictly regulated tourism. Iceland (up 29%) continues to benefit from the nature boom, while Guyana (up 24%) and Egypt (up 20%) also recorded considerable growth.
Africa was also one of the winners in 2025: South Africa (up 19%), Morocco (up 14%) and the Seychelles (up 13%) achieved double-digit growth rates.
In Asia, Japan (up 17%) and Sri Lanka (up 17%) reported strong growth, boosted by improved accessibility and rising demand from long-distance markets. South Korea also recorded growth of 15% up to November.
According to the analysts at UN Tourism, the figures show: Travelers are increasingly looking for new experiences, authentic cultures and nature adventures - and are willing to discover lesser-known destinations. Countries that invest in infrastructure, visa facilitation and sustainable offers benefit in particular. Experts expect this trend to continue in 2026, with projected growth of three to four percent.
