𝐆𝐥𝐨𝐛𝐚𝐥 𝐓𝐨𝐮𝐫𝐢𝐬𝐦 𝐑𝐞𝐛𝐨𝐮𝐧𝐝𝐬 𝐒𝐭𝐫𝐨𝐧𝐠𝐥𝐲 𝐢𝐧 𝟐𝟎𝟐𝟓, 𝐁𝐡𝐮𝐭𝐚𝐧 𝐑𝐞𝐜𝐨𝐫𝐝𝐬 𝟑𝟎% 𝐒𝐮𝐫𝐠𝐞 𝐢𝐧 𝐀𝐫𝐫𝐢𝐯𝐚𝐥𝐬

… 𝒊𝒏𝒕𝒆𝒓𝒏𝒂𝒕𝒊𝒐𝒏𝒂𝒍 𝒕𝒓𝒂𝒗𝒆𝒍 𝒓𝒆𝒕𝒖𝒓𝒏𝒔 𝒕𝒐 𝒑𝒓𝒆-𝒑𝒂𝒏𝒅𝒆𝒎𝒊𝒄 𝒈𝒓𝒐𝒘𝒕𝒉 𝒑𝒂𝒕𝒉 𝒂𝒔 𝑩𝒉𝒖𝒕𝒂𝒏 𝒆𝒎𝒆𝒓𝒈𝒆𝒔 𝒂𝒎𝒐𝒏𝒈 𝒕𝒉𝒆 𝒇𝒂𝒔𝒕𝒆𝒔𝒕-𝒈𝒓𝒐𝒘𝒊𝒏𝒈 𝒅𝒆𝒔𝒕𝒊𝒏𝒂𝒕𝒊𝒐𝒏𝒔 𝒘𝒐𝒓𝒍𝒅𝒘𝒊𝒅𝒆

By Kezang Choden

International tourist arrivals grew by 4 percent in 2025, marking a strong year for global tourism as destinations across regions posted solid results. According to the first World Tourism Barometer of the year, an estimated 1.52 billion international tourists travelled worldwide in 2025, nearly 60 million more than in 2024. The growth signals a return to pre-pandemic trends, approaching the average annual increase of around 5 percent recorded between 2009 and 2019.

The recovery was driven by sustained demand, strong performance from major source markets and continued improvement in destinations across Asia and the Pacific. Better air connectivity and expanded visa facilitation also played a key role in supporting international travel throughout the year.

UN Tourism Secretary-General Shaikha Alnuwais said demand for travel remained high in 2025 despite rising prices for tourism services and uncertainty linked to geopolitical tensions. She added that the positive momentum is expected to continue into 2026 as the global economy remains stable and destinations still recovering from the pandemic move closer to full recovery.

After a solid rebound in 2024, most destinations maintained strong performance in 2025. Countries with full-year data showed notable increases in international arrivals, including Brazil with a 37 percent rise, Egypt with 20 percent, Morocco with 14 percent and Seychelles with 13 percent. Destinations reporting data through November also recorded impressive growth.

Bhutan stood out with a 30 percent increase in international arrivals, placing it among the world’s fastest-growing tourism destinations in 2025. Other countries with strong growth included Iceland at 29 percent, Guyana at 24 percent, South Africa at 19 percent and Japan at 17 percent.

The strong performance in arrivals was reflected across other tourism indicators. International air capacity and passenger traffic both grew by 7 percent through October 2025, according to IATA. Global hotel occupancy reached 66 percent in November, matching the level recorded a year earlier. Visitor spending remained robust throughout the year, with preliminary estimates placing international tourism receipts at USD 1.9 trillion, a 5 percent increase from 2024. Total export revenues from tourism, including passenger transport, are estimated at USD 2.2 trillion in 2025. Many destinations recorded faster growth in tourism receipts than in arrivals, indicating higher spending per visitor.

Morocco, the Republic of Korea, Egypt, Mongolia, Japan, Latvia and Mauritius all reported double-digit growth in tourism receipts during the year, calculated in local currencies. Among the world’s leading tourism earners, the United Kingdom and France each recorded 9 percent growth, while Spain saw a 7 percent increase and Türkiye 6 percent compared to the same period in 2024. International tourism expenditure also rose sharply, particularly from major source markets such as the United States, Spain and the Republic of Korea.

Looking ahead, international tourism is projected to grow by 3 to 4 percent in 2026, provided the recovery in Asia and the Pacific continues and global economic conditions remain favorable. However, geopolitical tensions and conflicts are expected to pose growing risks to travel confidence. UN Tourism noted that growth rates are now normalizing following the sharp rebound in 2023 and 2024. The latest UN Tourism Confidence Index shows that 58 percent of experts expect better performance in 2026, while 31 percent anticipate similar results and 11 percent foresee a decline. Experts identified high travel costs, economic pressures and geopolitical risks as the main challenges facing the sector. Although global inflation eased in 2025, prices for tourism-related services remain high, prompting travelers to seek better value for money.

Despite these challenges, strong consumer demand, improved air connectivity and rising outbound travel from emerging markets are expected to support tourism in 2026. Major international events such as the Milano Cortina Winter Olympics in Italy and the FIFA World Cup hosted by Canada, the United States and Mexico are also expected to boost global travel.

For Bhutan, the strong growth in arrivals highlights the country’s rising appeal as a high-value destination and signals continued opportunities for the tourism sector as global travel stabilizes and expands.

The Department of Tourism (DoT) stated that strong collaboration with the private sector has been a key driver behind the recent growth in tourism and the increasing international visibility of Gelephu Mindfulness City (GMC). The department emphasized that these partnerships have played a significant role in positioning Bhutan more effectively in global markets. To strengthen engagement with potential visitors, the department regularly organizes events and road shows in key source markets.

These initiatives provide platforms for networking, showcasing Bhutan’s unique tourism offerings, and building long-term partnerships with industry stakeholders. The department also continues to promote Bhutan’s diverse festivals as part of its cultural appeal.

DoT officials highlighted that sales representatives based in major source markets are actively working to promote Bhutan as a preferred destination. They collaborate closely with travel agents and tour operators across various countries to expand market reach and improve visitor flows. The department has also placed strong emphasis on enhancing the quality and reach of photography and videography content to better captivate potential visitors. In addition, regular monthly webinars are being conducted with global travel agents to keep them informed and engaged.

The Department of Tourism further noted that it actively supports and plans familiarization trips, press trips, and influencer visits as part of its broader strategy to strengthen Bhutan’s presence in international tourism markets. With support from the ESP, the DoT is positioning Bhutan as a year-round travel destination through targeted promotional campaigns and diversified tourism offerings.

The initiative aims to reduce seasonal fluctuations in visitor numbers while expanding the range of experiences available to travelers. Beyond the country’s well-known cultural festivals, the department is developing new tourism experiences, including wellness tourism, adventure activities, and nature-based travel. These offerings are designed to attract a wider range of visitors and encourage longer stays by showcasing Bhutan’s landscapes, outdoor experiences, and focus on wellbeing.

At the same time, efforts are being made to improve infrastructure and tourism services in less-visited regions, particularly in the central and eastern dzongkhags. By enhancing accessibility and visitor facilities in these areas, the department seeks to spread tourism benefits more evenly across the country and reduce pressure on popular destinations. Officials noted that this balanced approach is expected to strengthen local economies, create new opportunities for communities, and support sustainable tourism growth while maintaining the quality of visitor experiences.