Tourism - Travel Tomorrow https://traveltomorrow.com/category/travel/tourism/ Travel Tomorrow is a global media outlet reporting on the travel and tourism industry. Thu, 30 Jul 2026 10:19:48 +0000 en-GB hourly 1 World Cup fuels Norway tourism surge as Haaland and viral Viking celebration capture global attention https://traveltomorrow.com/world-cup-fuels-norway-tourism-surge-as-haaland-and-viral-viking-celebration-capture-global-attention/ Thu, 30 Jul 2026 10:16:11 +0000 https://traveltomorrow.com/?p=181752 Norway is seeing a surge in global travel interest following its standout performance at the 2026 FIFA World Cup, with football star Erling Haaland and the […]

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]]> Norway is seeing a surge in global travel interest following its standout performance at the 2026 FIFA World Cup, with football star Erling Haaland and the viral “Viking row” celebration helping to put the Nordic country firmly on travellers’ radar.

The trend mirrors similar tourism boosts seen after other World Cup success stories. Spain’s tournament victory triggered a 33-fold increase in flight searches from China, while Cape Verde’s historic World Cup debut drove a 5,000% surge in US travel searches, highlighting the growing influence of major sporting events on tourism demand.

According to Euronews, online interest in Norway has risen sharply since the tournament. Google Trends data shows searches for the Polish term “Norwegia” increased by 200% year-on-year, while global searches for the English keyword “Norway” were up 300%. Flight search data from Kiwi.com also revealed that average daily searches for flights from Poland to Norway between 1 and 20 July were 32.3% higher than during the same period in 2025. Meanwhile, Airbnb recorded a 15% increase in accommodation searches for Norway between 11 June and 12 July compared with a year earlier.h

Much of the attention has centred on Manchester City striker Erling Haaland, who guided Norway to its best-ever World Cup finish by reaching the quarter-finals. According to the Institute of Media Monitoring, Haaland gained 31.9 million Instagram followers during the tournament – the largest increase of any player at the World Cup – making him the fourth most-followed active footballer in the world behind Cristiano Ronaldo, Lionel Messi and Kylian Mbappé. He also ranked third for Instagram interactions during the competition. 

Rather than relying on polished promotional content, Haaland attracted audiences with behind-the-scenes videos from the Norwegian camp and his relaxed, humorous approach on social media.

“An increase of almost 32 million followers in such a short time is above all the result of the Norwegian’s sense of humour and authenticity. Internet users reward organic virality, behind-the-scenes access and people who keep a healthy distance from themselves. These elements mean that short videos spread rapidly online, generating spectacular reach,” said Tomasz Lubieniecki, head of the Media Reports Department at the Institute of Media Monitoring. 

Norway’s supporters also became one of the defining images of the tournament through the now-famous “Viking row” celebration, with thousands of fans sitting behind one another and mimicking rowing movements in unison. The celebration quickly spread across social media and was adopted by players, appearing in stadiums, city streets and public transport. Combined with Norway’s Viking-inspired visual identity – including shirt numbers styled as Nordic runes and strong references to Viking culture – the celebration became one of the tournament’s most recognisable symbols. 

The spike in online attention has translated into measurable tourism interest. Wikipedia traffic for Norway peaked on 11 July, when the national team faced England in the World Cup quarter-finals, while travel and accommodation searches also climbed. According to Lubieniecki, the data suggests that the tournament generated more than temporary online buzz.

“We can see a clear link here between the sporting event and consumers’ purchasing and travel decisions. The key point is that the spikes in search engines and on Wikipedia were reflected in Airbnb’s business data and in analyses of the Polish tourism market. This shows how online virality can build reach that has real value for the image and economy of an entire country,” he said. 

Norway’s World Cup campaign adds to growing evidence that success on football’s biggest stage can influence travel demand, with destinations increasingly benefiting from the global attention generated by the tournament and the viral moments that capture audiences far beyond the pitch.

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]]> Tourism is booming in Spain, but one in three Spaniards cannot afford a holiday https://traveltomorrow.com/tourism-is-booming-in-spain-but-one-in-three-spaniards-cannot-afford-a-holiday/ Thu, 30 Jul 2026 07:50:07 +0000 https://traveltomorrow.com/?p=181720 Spain is on track to smash travel and tourism records again in 2026, with 43 million visitors forecast during the summer months alone. The industry is […]

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]]> Spain is on track to smash travel and tourism records again in 2026, with 43 million visitors forecast during the summer months alone. The industry is a huge money-earner for the Spanish economy, representing around 13% of GDP, according to the National Statistics Institute, or up to 16% of the economy if World Travel & Tourism figures including indirect revenues are taken into account. This summer’s visitors are predicted to spend €64 billion in just the three months from June to September.

Yet, the National Statistics Institute has also published data showing that, after playing host to so many international holidaymakers, nearly a third of the Spanish population could not afford to take a week’s holiday of their own. The Institute says 32.2% of Spaniards did not take even a week’s vacation in 2025, and 27% have no holiday plans for summer 2026.

© Instituto Nacional de Estadística (INE).

While rising fuel costs and air tickets due to Middle East tensions have affected the travel marketplace, the phenomenon taking place in Spain is not new. It’s an issue that Travel Tomorrow has reported before, with problems around the cost of living and housing manifesting themselves across Spanish territories in the form of anti-tourism protests and official crackdowns on short-term rental sites such as Airbnb that are blamed for taking accommodation off the mainstream market.

Speaking to Euronews, Ileana Izverniceanu, Communications Director at the Spanish Organisation of Consumers and Users (OCU), agrees that the cost of travel alone is not the only problem. “The fact that one in three Spaniards cannot go on holiday this summer is not an isolated event, but the reflection of an economic reality that OCU has been observing for years,” she pointed out.

© Instituto Nacional de Estadística (INE).

The OCU’s Family Solvency Index remains below pre-COVID times and shows, according to Izverniceanu, that “On paper, the economy is improving, but many families still do not feel that recovery in their day-to-day lives.”

The cost of a family holiday starts at around €665, and that’s for a domestic trip “back home.” Beach holidays are pricier, averaging €1,555, and foreign vacations entail an outlay of €2,327 euros, sums that for many are “simply unaffordable,” the OCU says.

As well as creating tensions between residents and visitors, the issue is affecting how consumers spend on travel, the OCU highlights, with would-be holidaymakers choosing to go away for shorter periods, stay closer to home, and cut back their leisure budget.

With spending by foreign visitors anticipated by the Ministry of Industry and Tourism to go up by 10% compared to 2026, the OCU is calling for measures to ease the cost of living, particularly on energy, food, and housing, for Spanish citizens, so they are not left behind.

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]]> Where can British travellers holiday in Europe without EES in 2026? https://traveltomorrow.com/where-can-british-travellers-holiday-in-europe-without-ees-in-2026/ Wed, 29 Jul 2026 15:06:39 +0000 https://traveltomorrow.com/?p=181691 With the European Union’s new border security Entry / Exit System, or EES, causing delays and disruption at some of the bloc’s travel hubs this summer, […]

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]]> With the European Union’s new border security Entry / Exit System, or EES, causing delays and disruption at some of the bloc’s travel hubs this summer, third-country holidaymakers affected by the new rules, such as Brits, may be seeking to avoid the chaos by choosing a destination where EES is not a barrier. If European travel is the priority, then that search could focus on countries that are in the union, or candidates to be, but remain outside the Schengen zone, where EES rules are not in force. This round-up includes other short-haul destinations just beyond the region too.

Albania

Lonely Planet says that Albania’s scenery, castles, culture, and beaches “rival any in the Mediterranean and continue to enchant.” Whether travellers are looking for hiking, turquoise waters, or city nightlife, this is a booming destination that is a candidate to join the EU but still operates its own border system.

Bosnia and Herzegovina

What Bosnia and Herzegovina lacks in beaches, it makes up for in natural beauty and outdoor pursuits, boasting forested cascades like Kravica Waterfalls, and promising white water rafting in the Una National Park. Bosnia and Herzegovina is not part of the European Union or the Schengen Area, but anyone considering a pan-Balkan trip should be aware that EES is active at the territory’s neighbouring EU borders—such as Croatia’s—requiring third-country travellers (including citizens of Bosnia) to register in the EES when crossing.

Cyprus

Cyprus is in the EU and cooperates with parts of the Schengen Zone rules, but is not fully integrated, meaning arrivals escape the drudgery of completing EES steps. With consumer demand hit earlier this year by travel alerts prompted by geopolitical tensions in the Middle East, it’s possible some bargain Mediterranean island breaks could be on offer.

Ireland

Ireland, too, is an EU country but opted out of Schengen zone rules in order to remain part of the UK-Ireland Common Travel Area, meaning EES is not in operation at its borders. Long-known for its warm welcome, stunning scenery, and coastal scapes, Ireland also offers English speakers the comfort of a shared language while away from home.

Kosovo

Europe’s baby, Kosovo, is an EU candidate, and EES is not yet in place. Despite being such a new nation, its history, Ottoman architecture, location at the crossroads of cultures, and legendary hospitality make it a top tip for an accessible yet off-the-beaten-path destination.

Moldova

Moldova is not in the EU or Schengen, but EES is operational when crossing into Moldova from Romania (the other borders are with Ukraine). One of Europe’s least visited countries, crowding and anti-visitor sentiment are unlikely to feel like issues here, and wine tourism is on the rise.

Montenegro

As an EU candidate, Montenegro does not currently operate the EES. Despite its diminutive size, this nation is increasingly reputed for its year-round offer, with hiking in scenic locations like Durmitor National Park best for spring and autumn, glamorous Adriatic beaches for summer, and skiing for winter.

North Macedonia

Sticking with the Balkans, North Macedonia is another nation not in the EU or the Schengen Area, meaning EES does not operate at its domestic borders. Condé Nast Traveller gushes about its “deep valleys,” “soaring peaks,” “rushing rivers” and “placid lakes”, noting that the country’s physical beauty is only surpassed by the “warmth of its people.” High praise, and as a nation less accustomed to tourism than some of its neighbours, it oozes the authenticity today’s travellers crave.

Serbia

Serbian capital Belgrade boasts not one but two rivers and an enviable nightlife vibe. Hailed by travel expert Simon Calder for its affordability, vibrant street life, and character, Serbia also proposes mountain peaks and national parks to get away from it all. And all that can be done while avoiding the rigours of EES because Serbia remains an EU candidate country for now.

Türkiye

Türkiye is an affordable destination straddling Europe and Asia, with over 1,600 km of Mediterranean coastline and no EES queue. Turquoise seas, island-hopping cruises, traditional markets, and a massive foodie culture are just some of the temptations on offer.

United Kingdom

The UK chose to leave the EU in 2016’s Brexit referendum, meaning it became a “third country”. It has always operated its own border system, and still does, with the recent introduction of the ETA (Electronic Travel Authorisation) for non-visa nationals. From the cultural hubs like Edinburgh in Scotland, the poetic Lake District, and Yorkshire Dales and Moors in the north, to the fashionable buzz of the capital, and the southern “Sunshine Coast” –there’s something for everyone, and it’s EES-free.

Beyond Europe

Beyond the European region, and so without EES of course, short-to-mid-haul destinations such as Azerbaijan combine breathtaking landscapes, gastronomy, history, and modernity, while, after a difficult year reputationally, African archipelago Cabo Verde has enjoyed a new spotlight thanks to its participation in the 2026 World Cup.

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]]> Spain’s World Cup win drives 33-fold surge in Chinese flight searches https://traveltomorrow.com/spains-world-cup-win-drives-33-fold-surge-in-chinese-flight-searches/ Wed, 29 Jul 2026 15:00:17 +0000 https://traveltomorrow.com/?p=181686 Spain’s victory at the 2026 FIFA World Cup has sparked a sharp rise in interest among Chinese travellers, with flight searches to several Spanish destinations surging […]

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]]> Spain’s victory at the 2026 FIFA World Cup has sparked a sharp rise in interest among Chinese travellers, with flight searches to several Spanish destinations surging in the hours after the final and raising expectations for stronger tourism and retail spending ahead of China’s Golden Week holiday. 

According to data from Chinese online travel platform Qunar, compiled by Spanish company Stamp, searches for flights between Shenzhen and Barcelona increased 33-fold shortly after Spain secured the title. Searches for flights to Tenerife rose 19-fold, while those to Málaga increased 10.5 times. Other routes also recorded significant growth, including flights from Kunming, Qingdao and Guiyang to Barcelona, as well as services from Kunming and Jinan to Madrid. 

The surge comes as Spain continues to rebuild its connectivity with China. According to Spanish airport operator Aena, air traffic between the two countries reached 707,530 passengers during the first half of 2026, representing a 46.8% increase compared with the same period in 2025. The recovery has been supported by new air links and growing passenger numbers from Chinese cities including Chengdu and Guangzhou, with the World Cup victory further accelerating demand.

The timing is particularly significant as China prepares for Golden Week, its major national holiday running from 1 to 8 October, when millions of Chinese residents travel domestically and internationally. Stamp believes Spain’s football success offers retailers and tourism businesses an opportunity to attract more visitors during one of China’s busiest travel periods. Based on the size of Spain’s €1.69 trillion economy, Euronews estimated that the increase would amount to around €4 billion.

To help businesses prepare, the company has published guidance encouraging Spanish retailers to improve their visibility on Chinese social media platforms such as Xiaohongshu, Weibo and WeChat, where 77.8% of Chinese travellers plan their shopping before travelling. Stamp also recommends wider acceptance of digital payment systems including Alipay and WeChat Pay, which it says account for more than 90% of purchases made by Chinese tourists overseas. 

“The Chinese tourist today does not have a Tax Free, but a Tax Refund: they pay full VAT at the till and, weeks later, if all goes well, get part of it back,” said Abel Navajas, co-founder and chief executive of Stamp. He argued that reducing friction in the VAT refund process by offering the discount at the point of purchase could help Spanish retailers benefit from the growing influx of Chinese visitors. 

The tourism boost also comes as Spain’s visitor economy continues to expand. Earlier this year, the country announced it was on course to welcome a record 100 million international tourists in 2026, reinforcing its position as one of the world’s leading travel destinations. 

The increased interest also reflects broader research suggesting that hosting or winning major sporting events can generate economic benefits beyond football. A 2024 study by the University of Aberdeen, published in the Oxford Bulletin of Economics and Statistics, found that winning the FIFA World Cup can increase a champion country’s year-on-year GDP growth by at least 0.48% over the two quarters following the final before the effect gradually fades.

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]]> Expedia reveals the trending islands to visit in 2026 https://traveltomorrow.com/expedia-reveals-the-trending-islands-to-visit-in-2026/ Wed, 29 Jul 2026 09:30:26 +0000 https://traveltomorrow.com/?p=181647 Expedia has unveiled its Island Hot List, focusing on a refreshing selection of islands across the world gaining attention among travellers. Discover which islands to travel […]

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]]> Expedia has unveiled its Island Hot List, focusing on a refreshing selection of islands across the world gaining attention among travellers. Discover which islands to travel to next, from romantic St. Lucia to affordable Phu Quoc.

For the second year in a row, travel platform Expedia has put together a list of islands across the globe that are gaining in popularity. The 2026 Island Hot List is based on Expedia flight search data and offers a great amount of inspiration to those who are still looking for their next destination.

“Islands don’t just satisfy the urge to get away; they can also be one of the smartest holiday values, thanks to all-inclusive resorts and bundle savings on Expedia. The list was finalised until a destination generated so much buzz from football fans that we had to give it an award of its own,” said Melanie Fish, Head of Expedia Group Brands Public Relations.

The 10 trending islands to visit in 2026 according to Expedia:

1. St. Lucia: Best For Romantic Escapes

According to Expedia, travellers have been massively attracted to St. Lucia over the past year. The Caribbean island nation is less crowded than other neighbouring islands, while still offering secluded escapes, dramatic scenery, and “a gentle sense of adventure that elevates every stay”.

2. Porto Santo (Madeira, Portugal): Best For Wellness & Relaxation

Generally speaking, the Portuguese archipelago of Madeira has been a hit for quite a while. Its somewhat isolated yet easy-to-reach location makes it the ideal destination for those who are looking for a relaxed beach destination within Europe. Porto Santo’s golden sand beaches reliable warmth, and slower pace are perfect for switching off.

3. Praslin (Seychelles): Best For Nature Lovers

With its UNESCO World-Heritage landscapes, Praslin is a dreamy spot for nature lovers, offering rare wildlife and uncrowded beaches. Combining an outdoorsy holiday with a relaxing atmosphere and perfect surroundings has seldom been so easy.

4. Syros (Greece): Best For Cuisine & Charm

Greece has a lot to offer in terms of islands, yet according to Expedia, Syros is emerging in 2026 as a compelling alternative to some of the countries better-known islands. The local cuisine, neoclassical elegance, and authentic charm reportedly come together without compromising depth or character.

@reine.na The capital of the Cyclades is two hours away from Athens ⛴ #greekislands #cyclades #syros #greece #travel ♬ Città vuota – Mina

5. Lofoten Islands (Norway): Best for Arctic Adventures

While travellers often tend to associate island destinations with hot and exotic locations, the Lofoten Islands prove that even the most adventurous wanderers can get what they’re looking for. Lofoten combines dramatic peaks with crystal-clear fjords and Midnight Sun with Northern Lights.

@tworoamtheworld 🇳🇴Top 25 Must Visit Spots in Lofoten, Norway🇳🇴 • Lofoten is where wild nature meets Arctic magic 🌄❄ Towering peaks, turquoise beaches, and cozy fishing villages make it one of the most breathtaking places on Earth. Here are 25 must-visit spots that capture the soul of Lofoten 🇳🇴✨ 1. Svolvaer 2. Henningsvaer (soccer field) 3. Batman Wall 4. Nusfjord 5. Flakstad 6. Rambergstranda 7. Volandstinden hike 8. Fredvang Bridges 9. Hamnoy 10. Sakrisoy 11. Reine 12. Reinebringen hike 13. Tindstinden hike (Sorvagen) 14. A i Lofoten 15. Delpen hike 16. Djevelporten hike 17. Rorvikstranda 18. Festvagtind hike 19. Hauklandstranda 20. Mannen hike 21. Uttakleiv Beach 22. Offersoykammen hike 23. Skagsanden beach 24. Kvalvika Beach 25. Ryten hike 📍Every corner of Lofoten feels like a dream. Nature, drama, and serenity all in one Arctic paradise. Which spot is on your bucket list? 💙 • • #lofoten #norwaynature #lofotenislands #lofotenhighlights #norway #norway🇳🇴 #hiking ♬ Riptide (feat. Ilan Kidron) – Sigala & Jaxomy

6. Palawan (Philippines): Best For Natural Wonders

Those who prefer to combine natural beauty with higher temperatures could head to Palawan instead. Here, dramatic limestone cliffs, clear waters, and pristine ecosystems immers adventurous travellers in a world full of marvels.

7. Culebra (Puerto Rico): Best For Water Adventures

Although water naturally plays an important role on any island, this is especially the case for Culebra. The island’s wide number of activities focuses on water-based occupations, including snorkelling, diving, and tidal-pool exploring.

8. Sanibel Island (Florida, U.S.): Best For Family Escapes

Families in need of some well-deserved quality time have increasingly been turning to Sanibel Island in the U.S. Its effortless atmosphere is the ideal setting for a low-stress escape with the whole gang.

9. Phu Quoc (Vietnam): Best For Affordable Luxury

While Phu Quoc might not necessarily be a new discovery, the Vietnamese hotspot is rapidly becoming known as Southeast Asia’s luxury island hub. Its polished resorts offer strong value, which is not always easy to find in 2026.

10. Fiji: Best For Multi-generational Value

In need of a destination that offers a bit of everything, where all family members and friends can find something to do. According to Expedia, Fiji combines warm hospitality, rich culture, broad appeal, and the kind of variety that suits more than one generation.

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]]> Isle of Man tourism economy hits record €505 million as visitor spending soars https://traveltomorrow.com/isle-of-man-tourism-economy-hits-record-505-million-as-visitor-spending-soars/ Wed, 29 Jul 2026 09:08:51 +0000 https://traveltomorrow.com/?p=181642 An offshore financial centre in the middle of the Irish Sea may not be everyone’s idea of holiday heaven, but the latest official figures show the […]

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]]> An offshore financial centre in the middle of the Irish Sea may not be everyone’s idea of holiday heaven, but the latest official figures show the Isle of Man’s visitor economy is booming, with 95% growth since 2018.

The Isle of Man, a self-governing British Crown dependency and low-tax haven, boasts a rugged coastline, medieval castles, and Celtic and Viking heritage. Its sea vistas and the mountainous landscape at its heart make its annual cross-country motorcycle race a beloved fixture in the racing calendar.

@courtsraee if you're looking to book a trip, be sure to consider the isle of man! i was blown away with how beautiful this island is, it's so clean, safe and full of gorgeous beaches! 🏖🐚☀ there's so much to do with the kids and to explore the outdoors. we can't wait to go back! hopefully for the TT one day ✨ #isleofman #isleofmantt #mustvisit #iom #beaches #placestovisit ♬ Beach – Andy Ms

But over the last decade, a broader customer base is building for the island than tax exiles and motocross fans. New data from the island’s tourism board reveals 352,301 visitors went there in 2025, seven percent more year-on-year, generating a visitor spend of a whopping £107 million, up on 2024. The Manx visitor economy is now valued at £433 million (over €505 million), having grown 95% since 2018.

The success of Man’s visitor economy could be a case study for other destinations that are seeking to grow visitor spending rather than numbers alone. Deborah Heather, CEO of Visit Isle of Man, said: “What is particularly encouraging is that we are not simply growing visitor numbers; we are growing value.” She also highlighted that the “average visitor spend has already exceeded the target originally set for 2032, accounting for inflation; visitor satisfaction has reached 99.2 per cent, essentially a 10 out of 10 in Net Promoter Score terms.” According to Heather, all these measures are “indicators” that the island’s “long-term approach is creating lasting benefits for residents, businesses, communities and visitors alike.”

Total value to economy since 2015 | Source: Our Island. Our Future. 2022-2032 Strategy
© Visit Isle of Man

Looking back over the long-term, it is hard not to attribute some of that growth to the island gaining UNESCO Biosphere status in 2016, becoming the first entire “nation” to do so. The recognition brought wider world attention for the island’s beaches, nature reserves, Manx National Heritage land, ancient monuments, uplands, glens, and trees.

Surging travel interest in “authentic” and “off-the-beaten-path” destinations has also no doubt been drawing people to the island, where UNESCO notes the Manx Gaelic language has undergone a “healthy resurgence” and traditional folk events such as the spring fire festival Oie Voaldyn still happen yearly.

Isle of Man aims to attract 500,000 visitors by 2032

The Isle of Man tapped into these trends back in 2024 with a promotional campaign for their “Extraordinary Isle” that showcased the island’s year-round offering and shone a light on local “stories and folklore” and “landscape and people,” helping to differentiate the island from other destinations, “unearthing its distinct and unique Manx identity, heritage, culture, language and community,” a press release at the time said. The latest figures appear to show it’s a strategy that has worked.

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]]> Japanese tourism declines amid sharp drop in Chinese visitors https://traveltomorrow.com/japanese-tourism-declines-amid-sharp-drop-in-chinese-visitors/ Mon, 27 Jul 2026 14:34:45 +0000 https://traveltomorrow.com/?p=181541 Japan’s meteoric post-COVID-19 tourism growth has experienced a drop in visitor numbers for the first time in six years, with the decline blamed on a whopping […]

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]]> Japan’s meteoric post-COVID-19 tourism growth has experienced a drop in visitor numbers for the first time in six years, with the decline blamed on a whopping fall in visitors from China.

Official figures from the Japan National Tourism Organization (JNTO) reveal foreign arrival numbers fell by almost half a million in the first two quarters of 2026, to hit 21 million, two percent lower year-on-year.

Chinese visitor numbers fell by 56% following a Chinese government travel advisory late in 2025, urging its citizens to avoid Japan due to geopolitical tensions over the status of Taiwan. Flight capacity between the two nations was also slashed.

© Japan National Tourism Organization

China is usually a top source market for Japan but has since been overtaken by South Korea and Taiwan. South Korea took the top spot, sending 5.46 million visitors, an increase of 18.6%. Taiwan sent almost four million, the second-highest number of visitors, and a rise of 21%.

Vietnam and Malaysia sent more visitors than the previous year, and overall, Southeast Asia represented 11.2% of all visitors to Japan (351,000 in total). But, like China, Thailand and the Philippines declined as source markets.

Despite the drop in visitors, commentators note that overseas travellers in Japan spent around 2.5096 trillion yen (US$14.49 billion), a 0.2 percent increase compared to the same period in 2025.

© Japan National Tourism Organization

Part of the explanation is that other markets continued to show steady growth. US visitor numbers, the highest spenders, increased by 2.7% to around 354,000, and visitor numbers from France, Italy, the Nordics, Spain, and the UK all reached new records in June. Visitor numbers from India also went up an impressive 26%, and the Middle East sent nearly 30% more visitors than the same period in the year before.

Foreign visitors to Japan numbered a record 43 million in 2025, after a 16% year-on-year increase. Despite some concerns about overtourism that have led to increases in tourist taxes, tourist charges for Mount Fuji walking trails, and clashes between tourists and geisha culture in Kyoto, Japanese tourism officials are still looking to boost visitor numbers to 60 million by 2030.

Japan triples Departure Tax and raises visa fees for international visitors

Their strategy is to spread footfall, promote repeat visits, and encourage higher tourist spending—some of which the latest data shows is working, but Da Zhigang, a research fellow at the Institute of Northeast Asian Studies of the Heilongjiang Academy of Social Sciences, told the Global Times on Monday that there are “realities” at stake that the Japanese government will be “well aware of.” He explained that “The importance of the Chinese tourist market cannot simply be replaced by an increase in visitors from other countries,” and urged the government to work on improving China-Japan relations.

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]]> Saudi Arabia emerges as the world’s fastest-growing tourism destination https://traveltomorrow.com/saudi-arabia-emerges-as-the-worlds-fastest-growing-tourism-destination/ Mon, 27 Jul 2026 13:15:51 +0000 https://traveltomorrow.com/?p=181493 Saudi Arabia has recorded the largest increase in international tourist arrivals compared to pre-COVID numbers, according to newly released data from the OECD, while Israel saw […]

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]]> Saudi Arabia has recorded the largest increase in international tourist arrivals compared to pre-COVID numbers, according to newly released data from the OECD, while Israel saw the steepest decline.

These figures are taken from the OECD’s 2026 Tourism Trends and Policies report, which compiles international tourism data and highlights best practices, key policy reforms, and statistical profiles for 53 OECD and partner countries. International arrivals were compared between 2019 and 2025.

The report provides a clear picture of which destinations have recovered and which continue to struggle.

With a 67% increase in international arrivals over the period, Saudi Arabia tops the ranking, making it the fastest-growing tourist destination in the world. Last year, it welcomed around 30 million international visitors, having invested billions in tourism as part of its Vision 2030 economic diversification strategy.

In recent years, the country has transformed its image by introducing easier visa policies, expanding airline capacity, and making major investments in heritage sites, entertainment, luxury resorts, and large-scale events.

While the figures suggest that these efforts are paying off, they also demonstrate how much further the country must go to achieve its goal of attracting 150 million domestic and international visitors each year by 2030. An estimated 65% of Saudi Arabia’s 29.3 million international visitors in 2025 came from Muslim-majority countries, led by Egypt, Pakistan, Indonesia, and the Gulf states. Makkah Province, home to Mecca and the gateway city of Jeddah, attracted 22.5 million visitors — more than any other region — although this figure includes arrivals via Jeddah airport and is not limited to religious tourism.

Nevertheless, 2025 marked a milestone as non-religious tourism (52%) overtook religious tourism (48%) for the first time, up from 44% in 2019. This suggests that the country’s efforts to diversify beyond Hajj and Umrah are beginning to bear fruit.

Morocco ranks second, with international arrivals up by 53% compared to 2019. This is followed by Egypt (up by 47%), Brazil (up by 46%), Colombia (up by 45%) and Japan (up by 34%).

Europe rounds out the top ten. Norway is up 28%, though Haaland fever is likely to push this figure even higher in 2026. Serbia is up 27%, and Denmark is up 22%. Beyond the top ten, notable increases were also recorded in Portugal, Spain and France.

Overall, international tourism across the 53 countries studied grew by 4% compared to 2019, reaching approximately 1.5 billion cross-border arrivals by 2025.

However, not every destination has recovered.

Israel recorded the largest decline by far, with international arrivals down 71% from 2019 levels. This reflects the collapse in tourism following the 7 October 2023 attack by Hamas and the subsequent regional conflict. This decline occurred despite Israel having enjoyed a strong recovery prior to the war, with around 3.2 million visitors welcomed during the first nine months of 2023, suggesting it was on track for one of its strongest tourism years since the pandemic.

Ireland ranked second among the countries with the biggest declines, with arrivals down 32%, followed by Argentina with a decline of 23%. Analysts have attributed Ireland’s decline to rising travel costs, reduced accommodation capacity, weaker demand from key overseas markets, and the ongoing effects of Brexit.

Elsewhere, the United States recorded a 14% decline compared to 2019, while arrivals to Canada were down 11%.

Germany (-6%) and Italy (-5%) also remained below their pre-pandemic levels.

In the Asia-Pacific region, Thailand recorded the largest decline (-17%), followed by New Zealand (-9%), Australia (-6%) and Indonesia (-4%). Peru also remained well below its 2019 figure, with arrivals down 22%.

Despite these exceptions, the OECD concludes that international tourism has now largely recovered from the pandemic, with most destinations matching or surpassing their pre-COVID visitor numbers.

L’article Saudi Arabia emerges as the world’s fastest-growing tourism destination est apparu en premier sur Travel Tomorrow.

]]> Seven regions account for almost 20% of all EU tourism nights https://traveltomorrow.com/seven-regions-account-for-almost-20-of-all-eu-tourism-nights/ Mon, 27 Jul 2026 09:13:42 +0000 https://traveltomorrow.com/?p=181425 Nearly one in five nights spent in tourist accommodation across the European Union is concentrated in just seven regions, highlighting the uneven distribution of tourism as […]

L’article Seven regions account for almost 20% of all EU tourism nights est apparu en premier sur Travel Tomorrow.

]]> Nearly one in five nights spent in tourist accommodation across the European Union is concentrated in just seven regions, highlighting the uneven distribution of tourism as Europe welcomes record numbers of visitors.

According to the European Commission’s latest Transport and Tourism in the European Union: Current trends and issues report, Canarias, Jadranska Hrvatska, Île-de-France, Cataluña, Andalucía, Veneto and Illes Balears together account for almost 20% of all nights spent in EU tourist accommodation. 

The concentration comes as EU tourism reaches unprecedented levels. More than 3 billion nights were recorded at tourist accommodation establishments in 2025 for the first time, with Spain, France, Germany and Italy together accounting for over 60% of the total.

© Eurostat

Tourism pressure concentrated in popular destinations

The seven regions include some of Europe’s best-known destinations, from the Canary and Balearic Islands to Paris, Barcelona, Andalusia, Venice and Croatia’s Adriatic coast.

Their dominance illustrates one of the challenges identified by the Commission: tourism is not only growing but remains highly concentrated geographically.

The report points to “uneven tourism dependency” across the EU, with overcrowding and overdependence affecting certain destinations while other regions have comparatively underdeveloped tourism sectors.

Tourism intensity, measured by the number of nights spent per inhabitant, varies considerably across Europe. The Commission’s data show particularly high levels in several Mediterranean and island destinations, reflecting the much greater pressure visitor numbers can place on areas with relatively small resident populations. 

Such imbalances can have wider consequences for destinations, including pressure on housing and infrastructure, increased use of natural resources and impacts on local communities.

New study reveals Europe’s cheapest and most expensive countries for holiday rentals in 2026

42% of tourism nights fall in July and August

Geographical concentration is compounded by seasonality. In 2024, 42% of nights spent in EU tourist accommodation occurred during July and August, meaning that a substantial share of annual tourism activity is compressed into just two months. 

This concentration can intensify pressures during peak periods, particularly in destinations already receiving high numbers of visitors.

© Eurostat

At the same time, Europe’s tourism industry continues to expand. The EU welcomed 582 million tourist arrivals in 2025, representing approximately 38% of worldwide arrivals. This was above the 540 million arrivals registered in 2019, although the EU’s share of global arrivals has declined from 47% in 2022. 

Tourism’s economic weight also makes managing visitor flows a delicate balancing act. EU residents spent an estimated €618 billion on tourism trips in 2024, while the sector remains an important source of employment and economic activity across many European regions. 

EU prepares Sustainable Tourism Strategy

Managing tourism growth is set to become an increasingly important part of European policy.

The Commission is preparing an EU Sustainable Tourism Strategy, expected in 2026, against a backdrop of challenges ranging from overcrowding and seasonality to climate change, digitalisation, skills shortages and the need to ensure that local communities benefit from tourism.

The Commission’s figures suggest that encouraging visitors to travel outside traditional hotspots and peak periods could become an important part of creating a more balanced European tourism model.

With EU tourism already exceeding 3 billion overnight stays annually, the question is increasingly not simply how Europe can attract more visitors, but how those visitors can be distributed more sustainably across destinations and throughout the year.

L’article Seven regions account for almost 20% of all EU tourism nights est apparu en premier sur Travel Tomorrow.

]]> EU transport still relies on oil for 92% of its energy as tourism hits record high https://traveltomorrow.com/eu-transport-still-relies-on-oil-for-92-of-its-energy-as-tourism-hits-record-high/ Mon, 27 Jul 2026 08:07:45 +0000 https://traveltomorrow.com/?p=181422 The European Union’s transport sector remains overwhelmingly dependent on oil-derived fuels, even as alternative infrastructure expands rapidly, while tourism has reached record levels with more than […]

L’article EU transport still relies on oil for 92% of its energy as tourism hits record high est apparu en premier sur Travel Tomorrow.

]]> The European Union’s transport sector remains overwhelmingly dependent on oil-derived fuels, even as alternative infrastructure expands rapidly, while tourism has reached record levels with more than 3 billion overnight stays, according to a new European Commission report.

The fourth edition of Transport and Tourism in the European Union: Current trends and issues brings together the latest indicators on the competitiveness, sustainability, resilience, connectivity and safety of Europe’s transport system, alongside a detailed assessment of the EU tourism sector and individual country factsheets.

Transport remains a major part of the European economy, with around 1.4 million private and public companies employing approximately 10.4 million people across the EU. But despite progress in electrification and alternative fuels, the Commission’s figures underline the scale of the challenge involved in decarbonising mobility.

Energy consumption in transport by type of fuel in the EU, evolution and breakdown © Source: Eurostat | Directorate-General for Mobility and Transport (European Commission)

Oil still dominates European transport

In 2024, transport accounted for 32.3% of the EU’s final energy consumption, with oil-derived fuels representing 92.3% of all energy consumed by the sector.

Road transport was by far the largest consumer, responsible for 73.1% of transport energy consumption. International maritime transport represented 11.2%, followed closely by international aviation at 11.1%.

Long-term trends also vary considerably between modes. Aviation energy consumption increased by 100% between 1990 and 2024, while rail energy consumption declined over the same period.

At the same time, the transition towards alternative fuels is becoming increasingly visible in European infrastructure. The number of electric vehicle charging points across the EU increased from around 130,000 in 2020 to more than 1 million in 2025, representing growth of approximately 735%.

Progress on rail infrastructure is more mixed. Around 57.4% of the EU’s active railway network was electrified in 2023, although approximately 80% of rail traffic already runs on electrified lines.

The Commission is also looking towards further expansion of high-speed rail. The EU network reached around 12,000 km in 2023, with Spain accounting for approximately 28% and France for 23% of the total.

Number of electric recharging points in the European Union (2020-2025) © Source: European Alternative Fuels Observatory (May 2026) | Directorate-General for Mobility and Transport (European Commission)

EU tourism exceeds 3 billion nights

Against the challenges facing transport, the report depicts a European tourism industry reaching unprecedented levels of activity.

In 2025, the EU recorded more than 3 billion nights spent in tourist accommodation establishments for the first time, setting a new record. Spain, France, Germany and Italy together accounted for more than 60% of those overnight stays. 

International demand has also continued to recover. The EU received 582 million tourist arrivals in 2025, representing around 38% of worldwide tourist arrivals. That compares with 540 million arrivals in 2019.

However, Europe’s share of global tourism has fallen from 47% in 2022, even as the absolute number of visitors has increased.

The economic importance of the sector is substantial. EU residents spent an estimated €618 billion on tourism trips in 2024, of which 42% was spent on trips within their own country, 34% elsewhere in the EU and 24% in the rest of the world. 

Nights spent in tourist accommodations in the EU (2025, million) © Source: Eurostat | Directorate-General for Mobility and Transport (European Commission)

Growth brings new tourism challenges

Record visitor numbers also come with growing pressure on some destinations.

Nearly 20% of all EU overnight stays are concentrated in just seven regions: Canarias, Jadranska Hrvatska, Île-de-France, Cataluña, Andalucía, Veneto and Illes Balears.

Seasonality remains another challenge, with 42% of overnight stays in 2024 taking place during July and August. The Commission identifies overcrowding and overdependence on tourism in some areas alongside underdeveloped tourism potential elsewhere.

Tourism seasonality (2024) © Directorate-General for Mobility and Transport (European Commission)

The structure of the industry presents additional vulnerabilities. SMEs represent 99.9% of tourism companies, while the report points to challenges including environmental pressures, staff and skills shortages, digitalisation and dependence on larger tour operators and online booking platforms. 

These issues are expected to feed into the forthcoming EU Sustainable Tourism Strategy, due in 2026. The Commission says the strategy will aim to support a more competitive, sustainable and inclusive tourism model, strengthen local communities and increase the industry’s resilience to future challenges.

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