International arrivals are heading for a record 1.58 billion in 2026 as Europe leads and emerging destinations such as Uzbekistan and Paraguay surge, UN Tourism data shows.
Cover image: the Colosseum, Rome — photo by Deb Nystrom, CC BY 2.0, via Wikimedia Commons.
Global tourism is still growing — but for the first time in years, the industry is doing so while looking nervously over its shoulder. The latest data from UN Tourism shows international arrivals rising in early 2026, even as conflict, stubbornly high travel costs and a more uncertain economic mood temper the outlook for the rest of the year.
The headline is resilience. The subtext is divergence: a world in which some regions and destinations are booming while others absorb the cost of geopolitics in real time.
The headline numbers
International arrivals grew 2% in the first quarter of 2026, continuing the post-pandemic recovery into record territory. Money followed the movement: international tourism receipts reached an estimated US$1.9 trillion in 2025, a real-terms increase of 5% to 6% on the year before.
UN Tourism had initially pencilled in growth of 3% to 4% for 2026. It now warns that conflict in the Middle East could shave 1 to 2 percentage points off that figure, depending on how long the disruption lasts and how far it spreads. In other words, the trajectory is still upward — just flatter, and more fragile, than the industry hoped at the start of the year.
A tale of two regions
Nowhere is the unevenness clearer than in the regional data. Africa continued its steady climb with arrivals up 4% in the first quarter, growth shared evenly between North Africa and Sub-Saharan Africa. Europe, the world's largest destination region, added more than 130 million international visitors in the same period, a 4% rise that keeps it firmly at the front of the pack.
The Middle East tells the opposite story. Arrivals there fell 14% in the first quarter, a sharp reversal for a region that had been one of tourism's standout performers. The drop is a direct measure of how quickly conflict can turn a growth market into a cautionary tale — and a reminder that headline global figures can mask serious regional pain.
Where the money is growing fastest
Look at receipts rather than headcount and a different map of winners emerges. Several countries reported double-digit growth in tourism earnings in the first quarter of 2026:
- Pakistan — receipts up around 60%
- Republic of Korea — up 38%
- Morocco — up 24%
- Brunei — up 22%
- Brazil — up 12%
These are not the destinations that dominate glossy summer round-ups, which is precisely the point. Growth in 2026 is being written at the edges of the map as much as in its traditional centres.
The rise of the underdogs
That long-tail story extends to arrivals, too. Lesser-known destinations are growing fastest, with Paraguay, Palau and Uzbekistan each posting arrival increases of more than 35% earlier in the year. For travellers chasing somewhere genuinely new — and for tour operators hunting margins in less saturated markets — the appeal of the road less travelled has rarely been stronger.
Experiences over luxury
Behind the figures sits a durable behavioural shift. Travellers are increasingly prioritising immersive experiences over conventional luxury: eco-tourism, cultural engagement, adventure sport and authentic local interaction now shape itineraries as much as star ratings and brand names. The spend is still there; it is simply being directed toward memory rather than marble.
The clouds: conflict, cost and caution
UN Tourism's own panel of experts is blunt about the risks. The three biggest challenges weighing on international tourism in 2026 are the Middle East conflict, high transport and accommodation costs, and a cluster of broader economic factors. Each feeds the others: conflict pushes up fuel prices, fuel pushes up fares, and pricier travel makes households think twice. The confidence index points to cautious optimism for the peak season — positive, but a long way from euphoric.
The outlook
2026 is shaping up to be another record year for global travel, but a record set under a watchful eye. The destinations that thrive will be those that can offer value, distinctiveness and a sense of safety in a jittery world. The headline trend is still up — the question for the industry is no longer whether people will travel, but where the next shock will redraw the map.
Country by country: how key destinations are tracking in 2026
The global totals hide very different stories at country level. These are the markets we have been following through the year.
Thailand: Bangkok leads bookings, and the growth is moving to secondary cities
Bangkok is the world's most booked city for 2026 in eDreams ODIGEO's reservation data, ahead of Paris and Rio de Janeiro. Across Asia, though, growth is shifting: Agoda's 2026 Travel Outlook found accommodation searches in secondary cities grew 15% faster than in traditional hubs over two years. Thailand is leaning into that. On 9 July 2026 the Tourism Authority of Thailand signed a three-year partnership with AirAsia Group covering joint marketing, route development and data sharing, aimed at spreading visitors to places such as Hat Yai and the southern provinces. Malaysia, Thailand's second-largest source market, delivered 2.14 million arrivals between 1 January and 7 July 2026, and AirAsia carried more than a million passengers between the two countries in the first half.
Malaysia: Visit Malaysia 2026 is on track for arrivals, less clearly for spending
Malaysia recorded 21.12 million international visitor arrivals in the first half of 2026, up 2.5% year on year, keeping the Visit Malaysia 2026 target of 43 million within reach after a record 42.2 million in 2025. Two caveats: the headline counts same-day visitors (largely Singaporeans crossing the causeway), who spend far less than overnight tourists, and the revenue goal of around RM329 billion needs spending to grow much faster than arrivals.
Singapore: arrivals slip while capacity grows
Singapore welcomed 1.18 million visitors in June 2026, down almost 5% year on year and its weakest month of the year, taking first-half arrivals to 8.2 million, about 2% below 2025. The Singapore Tourism Board kept its full-year forecast of 17 to 18 million arrivals but guided tourism receipts down to S$31 billion to S$32.5 billion, below 2025's record S$32.8 billion. Mainland China remained the largest source market, with 1.5 million visitors in the first half.
Canada to the United States: business travel returns, leisure does not
Canada-to-US business flight bookings rose 12.7% year on year in the second quarter of 2026, according to Corporate Traveler, led by Toronto, Montreal and Vancouver travellers heading to New York, Chicago and Las Vegas. Leisure is a different picture: Statistics Canada's July figures show return trips by car still 28.9% below July 2024, and return trips by air down 1.4% on a year earlier.
Sources
- UN Tourism — International tourism up 2% in Q1 2026
- UN Tourism — World Tourism Barometer data
- Nation Thailand — Bangkok tops eDreams ODIGEO list of most-booked cities for 2026
- Agoda — 2026 Travel Outlook report
- TAT Newsroom — TAT and AirAsia Group sign three-year tourism partnership
- The Star — Malaysia tourism beats pre-pandemic highs
- TTR Weekly — Singapore's resilient tourism faces challenges
- Trading Economics — Singapore tourist arrivals (STB data)
- Business Travel News — Rebound in Canada-to-U.S. business travel
- Skift — Canadian travel to the U.S. ticks up again
