Global tourism reached record 1.52 billion international travellers in 2025, setting a new benchmark for the sector according to the latest World Tourism Barometer from UN Tourism. This figure represents a 4 per cent increase compared with 2024 and surpasses the previous pre-pandemic peak by nearly 60 million visitors.
Europe remained the dominant destination, drawing 793 million international arrivals. The region recorded a 4 per cent year-on-year increase and 6 per cent growth compared with 2019. Africa experienced the fastest regional expansion, with arrivals climbing 8 per cent to 81 million. The Middle East rose by 3 per cent, now 39 per cent above pre-pandemic levels. Asia and the Pacific welcomed 331 million visitors, up 6 per cent, reaching 91 per cent of 2019 volumes. In the Americas, arrivals rose by 1 per cent to 218 million, although the United States saw a 5 per cent decline from the previous year.
Iceland led Europe in growth, with international arrivals increasing 29 per cent. Experts attributed the surge to heightened Northern Lights activity during the recent solar maximum and the anticipation of a total solar eclipse in August. Japan saw a 17 per cent rise in arrivals for the first eleven months of 2025, while Brazil grew 37 per cent, and Egypt 20 per cent for the full year. Ethiopia and South Africa reported growth of 15 and 19 per cent respectively. Bhutan, under controlled entry rules since 2022, recorded a 30 per cent rise in visitors, although overall numbers remained modest.
Preliminary estimates place international tourism receipts at 1.9 trillion US dollars, marking a 5 per cent increase. Total tourism export revenues, including passenger transport, reached approximately 2.2 trillion dollars. UN Tourism projects international arrivals to expand 3 to 4 per cent in 2026, with economic pressures, travel costs, and geopolitical risks cited as main challenges by half of surveyed experts.
Finland outpaced European averages in tourism growth, with foreign overnight stays reaching a record 7.2 million in 2025, up 12 per cent from the previous year according to Visit Finland and Statistics Finland. Across Europe, overnight stays increased by 3 per cent, with Nordic countries averaging 11 per cent growth. Foreign visitor numbers in Finland rose to 5.1 million, a 5 per cent increase.
“Growth was strongest among groups delivering the highest economic impact. Leisure tourists rose 15 per cent, and meeting and congress visitors increased by 13 per cent,” said Katarina Wakonen of Visit Finland. Total foreign spending reached 3.7 billion euros, covering accommodation, dining, transport, attractions, and shopping. Air and ferry tickets were excluded from these estimates.
Finland’s growth was driven by long-haul visitors from Japan, China, India, Taiwan, the United States, and Australia. Within Europe, the United Kingdom, Germany, Italy, and France contributed most to visitor increases. Off-season tourism expanded significantly, with spring stays up 16 per cent nationwide and 24 per cent in the Helsinki metropolitan area. Lapland saw higher summer overnight stays as part of efforts to diversify seasonal tourism. Winter arrivals started earlier and extended longer, with April and October recording the strongest growth.
Visit Finland attributes this trend to rising demand for northern destinations. Travelers increasingly seek cooler climates and less crowded environments, supporting Finland’s expanded summer and winter offerings.
