By Dianne Apen-Sadler
Published on
For the past few years, it has seemed like at any given time there’s at least one person you know visiting Japan and posting photos of their trip across social media.
It’s not just your friends, either – the country is among the fastest-growing tourism destinations around the world, according to the latest World Tourism Barometer.
Published by UN Tourism, the first edition of 2026 has revealed that Japan has double-digit growth in international arrivals, up 17 per cent in the months through November last year compared with 2024.
Other destinations seeing a boom in popularity are Brazil, which is up 37 per cent for the full year, and Egypt, which is up 20 per cent.
Brazil has become a popular destination thanks to its festivals and concerts, with Carnival in February drawing in crowds year after year.
2025 also saw Rio de Janeiro serve as UNESCO’s World Book Capital, while Lady Gaga’s free concert on Copacabana beach also no doubt drew in an international crowd.
As for Egypt, the soft opening of the Grand Egyptian Museum in October 2024, followed by its grand opening in November 2025, likely saw the country shoot up tourists’ must-visit lists for the year.
What’s the fastest-growing tourist destination in Europe?
In Europe, the destination showing the biggest growth in international arrivals was Iceland, which is up 29 per cent.
The sun reaching its solar maximum in late 2024, bringing with it increased Northern Lights activity across the year, saw many booking trips to the destination.
With the total solar eclipse set to plunge parts of the country into darkness for up to two minutes in August, we expect next year’s report will also show growth.
Other trending destinations reporting data for the full year include Morocco, with an increase of 14 per cent in international arrivals, and the Seychelles, with an increase of 13 per cent.
Those reporting data through November seeing growth include Bhutan, which is up 30 per cent, Guyana which is up 24 per cent, and South Africa, up 19 per cent.
Overall, an estimated 1.52 billion international tourists were recorded in 2025, with Europe continuing to be the world’s most popular destination region, with 793 million visitors.
The report notes that “travel demand remained solid in 2025 despite inflation in tourism services and geopolitical challenges, though it softened somewhat towards the end of the year.”
