United States Tourism Numbers Slump While These Destinations Surged in 2025

The new UN report reveals travel winners from last year.

More than 1.5 billion people traveled in 2025, according to the United Nations World Tourism Barometer Report. The organization noted an increase of more than 60 million travelers from 2024, despite geopolitical tensions and rising travel costs. However, the Americas saw mixed results. Even with 218 million international tourists, the region recorded only 1% growth compared with last year. The report states that outcomes in the United States were weak, and the region experienced a decline in travelers in the second half of the year.

According to the report, South America and Central America posted positive numbers, with 7% and 5% growth, respectively. Brazil, in particular, had a standout year with a 37% increase in arrivals, followed by 8% growth in Guatemala.

North America, by contrast, saw a downward trend—1.4% fewer international travelers visited in 2025. Mexico’s tourist numbers increased by 6%, yet the region overall lost momentum in the third and fourth quarters.

The report does not specify reasons—and there may be many—but it is clear that policies implemented by President Donald Trump have had a chilling effect on travelers since the beginning of his term. The United States is becoming less attractive to visitors, as recent analyses show.

Last year, Canadians distanced themselves after tariff wars and disputes over making the country America’s 51st state. Immigration crackdowns have not helped—many travelers have faced long detentions and eviction from the country. Several countries have also issued advisories against visiting the United States because of anti-LGBTQ+ sentiments. Increased visa costs may have also dampened tourist numbers.

Amid these developments, Canadians are even opting to travel to Paris for Disneyland instead of taking the shorter flight to the United States, and sports fans are calling for a U.S. boycott of FIFA events, which include the World Cup. Moreover, experts are warning that a new social media policy requiring visa-exempt travelers to share their social media history may make the country unwelcoming to many. The United States could potentially lose $15.7 billion in tourism revenue if travel numbers drop.

The Winners

The UN World Tourism Barometer Report details that Africa outperformed all other regions with an 8% increase in tourist arrivals. In total, 81 million people visited the continent last year, and interest is rising. Morocco led the region, hosting nearly 20 million foreign tourists.

Europe remains a crowd favorite, with 793 million international tourists in 2025—a 4% increase over 2024. The countries experiencing the most growth were Iceland, Uzbekistan, Norway, and Cyprus, which recorded double-digit year-over-year figures, while the Netherlands saw a 6% rise in international tourism.

Meanwhile, the Middle East and Asia continue to recover their tourist numbers after the pandemic slump. More travelers are exploring Egypt, Jordan, Bhutan, Sri Lanka, and the Maldives, and both Korea and Japan welcomed more tourists in 2025 than in 2024.

In 2025, travelers spent $1.9 trillion on tourism, up 5% from 2024. The outlook for 2026 remains optimistic, provided that economic conditions are favorable and geopolitical stability is maintained.