As global travel rebounds, tourism growth in 2026 is accelerating beyond the usual tourism heavyweights, with countries such as Brazil, Egypt, Ethiopia, Bhutan, and Seychelles recording some of the fastest increases in arrivals.
More than 1.5 billion international tourists travelled abroad in 2025, setting the stage for a record-breaking 2026. According to the latest World Tourism Barometer published by UN Tourism, international arrivals grew 4% globally, beginning to match the pre-pandemic growth average of around 5% per year between 2009 and 2019.
While Europe remained the world’s most visited region, welcoming nearly 800 million arrivals and posting a solid 6% growth over 2024, the destinations recording the fastest growth were not the usual headliners. Brazil saw arrivals surge by 37%, Egypt by 20%, Ethiopia by 15% and Bhutan by 30%. Even the Seychelles recorded a 13% increase.
“These countries fall into a growing category of high-identity, emerging destinations that are no longer niche but not yet saturated,” said Steven Vigor, CEO of travel advisory firm Revigorate. “More travellers are now drawn to distinctive culture, landscapes, and the possibilities of discovery, so countries with a strong identity and decent access are clear winners.”
To understand what’s driving this shift – and how destinations are managing the influx while staying mindful of overtourism – tourism authorities and industry operators across several of the fastest-growing countries shared insights.
Egypt sees museum-led surge
With a 20% jump in international arrivals over 2025, Egypt emerged as one of the strongest performers in the Middle East, a region that has seen some of the world’s fastest post-pandemic tourism growth.
According to tour operators, the biggest driver has been the long-awaited opening of the Grand Egyptian Museum near the Pyramids of Giza.
“It took more than 20 years and was announced multiple times before it finally and truly opened,” said Jorge Salas-Guevara, founder of New Paths Expeditions.
Johnny Prince, CEO of Timbuktu Travel, reported a nearly 50% increase in enquiries from 2024 to 2025. He cited improved perceptions of safety, growing family travel, and increased interest from female solo travellers. Interest is also building ahead of the solar eclipse visible from Egypt in 2027.
Operators are promoting slower, curated experiences, including traditional dahabiya sailboats on the Nile, and active travel options such as cycling tours that explore lesser-visited villages and landscapes.
Brazil benefits from air connectivity and global profile
No destination recorded a larger year-on-year increase than Brazil, which posted a 37% rise in international arrivals in 2025.
In 2024, the Brazilian Agency for International Tourism Promotion launched a programme to attract new international flights through public-private partnerships, subsidising promotion of new routes.
“Achieving the growth targets for international tourism in Brazil is intrinsically linked to air connectivity,” said Marcelo Freixo, president at Embratur.
Major global events, including the Olympic Games in Rio, the Football World Cup, São Paulo’s Grand Prix and the upcoming Women’s World Cup in 2027, have further boosted Brazil’s profile.
Industry leaders also highlight a shift toward wellness-focused, conscious luxury travellers seeking deeper engagement with local communities. While mindful of overtourism, Brazil’s vast coastline and interior present opportunities to diversify beyond Rio de Janeiro and São Paulo.
Ethiopia rebounds after conflict
Ethiopia recorded a 15% increase in international arrivals in 2025, contributing to Africa’s continent-wide 8% growth.
The rebound follows years of depressed numbers linked to conflict in the Tigray region. Flights in the north resumed in 2023, and 2024 saw renewed travel interest.
Investments in accessibility, the launch of the Visit Ethiopia platform in 2025, and upgraded hospitality services have supported recovery.
Tour operators point to growing interest in archaeology, anthropology, and outdoor-focused travel, with highlights including Lalibela’s rock-hewn churches, Gondar’s medieval architecture, the Simien Mountains and the culturally diverse Omo Valley.
Seychelles expands beyond honeymoon market
The Seychelles posted a 13% rise in arrivals through 2025, crediting strong public-private collaboration and targeted marketing.
Industry leaders say the archipelago’s appeal now extends beyond traditional honeymoon travel to families and wellness-focused visitors.
The country has positioned itself as a leader in marine conservation, protecting 30% of its ocean territory. It also promotes inclusivity, with no private beaches anywhere in the archipelago.
Visitors are increasingly encouraged to explore local culture, cuisine and eco-experiences beyond beach resorts.
Bhutan balances growth and sustainability
Bhutan recorded a 30% increase in arrivals in 2025, while maintaining its long-standing “high value, low volume” tourism policy.
Tourists are required to pay a nightly Sustainable Development Fee, currently set at $100, which funds infrastructure and services for residents and visitors.
Known for its focus on Gross National Happiness, Bhutan appeals to travellers seeking deeper cultural and spiritual experiences. Industry operators highlight immersive experiences such as private blessings with monks, visits to traditional weavers and multi-day hikes across remote valleys.
As tourism growth 2026 continues to reshape global travel patterns, these emerging destinations are demonstrating how strategic planning and cultural identity can drive demand without repeating the overtourism challenges faced elsewhere.
Source: BBC
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