Published on
December 4, 2025
US, France, Canada, Italy, Spain, Australia, Germany, United Kingdom, and other top destinations are redefining global travel in 2025, offering travellers transformative experiences, stunning scenic escapes, and first-time adventure opportunities. Growing interest in cultural immersion, nature exploration, and discovery-focused journeys is fueling a surge in international travel and reshaping the way people experience the world.
The newly released Holafly Global eSIM & Travel Report 2025–2026, unveiled at World Travel Market London, highlights the dynamic evolution of international tourism over the past year. According to the study, 44% of travellers worldwide embarked on at least one overseas trip in 2025, reflecting renewed confidence, a revival of long-haul itineraries, and a widespread eagerness to explore new destinations after years of changing travel patterns.
A key highlight of the report is the continued dominance of the United States, which retained its position as the world’s most-visited country. While its growth pace softened compared with 2024, the nation remains a powerful draw for travellers seeking everything from iconic skylines and cultural diversity to dramatic natural wonders. Yet, despite its enduring appeal, the US still faces a gap between pre-pandemic and current arrival numbers. International visits, once close to 79 million in 2019, are forecast to reach around 68 million in 2025—a sign of progress, but not full recovery. Even so, its vast geographic variety and global cultural influence keep it firmly at the top of the list.
France, long considered one of the world’s great cultural pillars, remains among the most sought-after destinations. Its blend of historic charm, artistic legacy, and timeless lifestyle continues to captivate travellers. Canada, meanwhile, has made one of the most notable climbs in the ranking. Its surge is largely driven by travellers seeking restorative, nature-centric escapes—wide-open spaces, mountain scenery, and outdoor recreation that resonate strongly with post-pandemic travel preferences.
Across Europe, Italy and Spain maintain their strong momentum. Both countries benefit from a powerful mix of heritage, cuisine, and a lifestyle appeal that continues to inspire long stays, repeat visits, and multi-city itineraries. From Italy’s architectural grandeur to Spain’s vibrant cultural rhythms, these destinations showcase the enduring pull of Mediterranean experiences.
Australia also claims a top-tier position, signalling the rising global enthusiasm for long-haul travel rooted in natural beauty and adventure. As travellers broaden their horizons again, destinations offering outdoor activity, wildlife encounters, and dramatic landscapes have seen renewed relevance—Australia being a standout beneficiary of this trend.
Germany and the United Kingdom remain steady performers within the global tourism ecosystem. Their combined reputations as cultural, historical, and economic anchors help reinforce their positions among the world’s most influential destinations. Japan also continues to attract strong interest, thanks to its seamless blend of ancient traditions, futuristic innovation, and a visitor experience that feels distinctive from anywhere else. Completing the top ten is Portugal, a destination that has become increasingly valued for its warmth, authenticity, and relaxed charm—qualities that resonate deeply with travellers seeking meaningful, emotionally enriching journeys.
One of the most notable insights from the report is the renewed global desire for discovery. Nearly every international traveller visited at least one new country in 2025, showing a strong appetite for expanding travel horizons. First-time visits accounted for 46.4% of all trips—an impressive figure that signals a shift toward novelty and exploration. However, the study also underscores strong loyalty among travellers: an average of 74% of those who visited top-ranking destinations plan to return. This balance between curiosity and familiarity highlights how travellers are increasingly blending new adventures with trusted favourites.
The findings are based on responses from 10,440 participants across 13 countries, representing a wide global demographic. The survey included an even mix of business travellers and leisure or hybrid travellers, offering a comprehensive look at evolving motivations and habits. Respondents came from South Africa, New Zealand, Mexico, Japan, Italy, India, Spain, Germany, Canada, Brazil, the United States, Australia, and the United Kingdom—creating a diverse and globally relevant dataset.
In parallel with the release of the travel report, discussions at ITIC Global examined broader shifts shaping the travel landscape. Experts explored emerging expectations in both travel and medical assistance services, including changes in traveller behaviour, new customer demands, and advancements in cashless and digital support networks. These conversations highlight how the industry continues to adapt, innovate, and prepare for the next wave of global mobility.
US, France, Canada, Italy, Spain, Australia, Germany, United Kingdom, and more are transforming global travel in 2025 by offering breakthrough experiences, scenic escapes, and first-time destinations driven by a growing appetite for culture, adventure, and discovery.
In 2025, US, France, Canada, Italy, Spain, Australia, Germany, United Kingdom, and other leading destinations are setting the standard for modern travel, blending cultural richness, breathtaking landscapes, and first-time discoveries. With travellers increasingly seeking meaningful, immersive, and adventure-driven experiences, global tourism is not only rebounding but evolving into a more dynamic, diverse, and exploration-focused landscape than ever before.
