As global travel rebounds strongly after the pandemic years, tourism is growing fastest in destinations that were once considered off the mainstream travel map. Countries such as Brazil, Egypt, Ethiopia, Bhutan and the Seychelles are witnessing a surge in international visitors.
More than 1.5 billion international tourists travelled abroad in 2025, setting the stage for what could become a record-breaking year for global tourism in 2026. According to the latest World Tourism Barometer published by UN Tourism, international arrivals increased by 4% globally, approaching the pre-pandemic growth average of around 5% annually between 2009 and 2019.
While Europe remained the world’s most visited region, welcoming nearly 800 million travellers and posting a 6% growth over 2024, the fastest growth rates were recorded elsewhere.
Among the standout performers, Brazil saw arrivals jump by 37%, Bhutan by 30%, Egypt by 20%, Ethiopia by 15%, and the Seychelles by 13%.
Steven Vigor, CEO of travel advisory firm Revigorate, says these destinations are part of a growing category of “high-identity emerging travel destinations.”
“More travellers are now drawn to distinctive culture, dramatic landscapes and the thrill of discovery,” Vigor explains. “Countries with strong cultural identities and improving accessibility are becoming clear winners.”
Egypt: Ancient Wonders Meet New Attractions
Tourism in Egypt has surged by 20%, largely driven by the long-awaited opening of the Grand Egyptian Museum near the Pyramids of Giza.
After more than two decades of delays, the museum’s launch has reignited interest among travellers eager to explore Egypt’s ancient heritage. Tour operators report a sharp increase in bookings, including families and solo female travellers.
To avoid overcrowding, travel companies are also promoting slower and more immersive travel experiences, including traditional dahabiya sailboat journeys along the Nile.
Brazil: Policy and Culture Fuel Growth
Brazil recorded the largest increase in tourism globally, with a 37% surge in arrivals. Industry experts attribute this to improved international air connectivity, supported by initiatives from the Brazilian Agency for International Tourism Promotion.
Major events such as the FIFA World Cup, the Olympic Games in Rio, and upcoming tournaments have also boosted global awareness.
Beyond iconic cities like Rio de Janeiro and São Paulo, travellers are increasingly exploring lesser-known destinations and culinary scenes influenced by Amazonian ingredients.
Ethiopia: A Strong Comeback
Tourism in Ethiopia grew by 15% in 2025, contributing to Africa’s strongest regional tourism recovery. The rebound follows improved stability and investments in tourism infrastructure after the conflict in the Tigray Region.
Travellers are once again exploring historical landmarks such as the Rock-Hewn Churches of Lalibela, medieval castles in Gondar, and the dramatic landscapes of the Simien Mountains.
Seychelles: Beyond Honeymoons
The island nation of the Seychelles saw a 13% rise in tourist arrivals. While traditionally known as a honeymoon destination, the country is now attracting families, wellness travellers and adventure seekers.
Visitors are increasingly exploring hiking trails, waterfalls, Creole cuisine and cultural experiences like the traditional Moutya dance.
Bhutan: Sustainable Tourism Model
The Himalayan kingdom of Bhutan recorded a 30% rise in visitors, while maintaining its unique “high value, low volume” tourism policy.
Travellers pay a nightly Sustainable Development Fee, currently around $100, which helps fund infrastructure and conservation efforts.
Bhutan’s tourism philosophy is deeply connected to its famous development concept of Gross National Happiness, prioritising wellbeing and cultural preservation over mass tourism
