Spain, Türkiye, Japan, France, Monaco, Italy, Greece, Croatia Boosts Tourism as Visitor Spending Soars in Europe and Asia, What US Tourists Need To Know for Future Trips

Monday, June 2, 2025

Spain, Türkiye, Japan, France, Monaco, Italy, Greece, and Croatia are rewriting the global travel story. These powerhouses now boost tourism in ways the industry hasn’t seen in years. As visitor spending soars, the stakes rise. What’s driving this explosive growth? And why now? From Spain’s sun-soaked coasts to Japan’s high-tech cities, travelers aren’t just coming back—they’re spending more, staying longer, and exploring deeper. Meanwhile, Türkiye, Monaco, and Greece are riding a wave of high-value tourism, fueled by demand for culture, comfort, and escape. Italy and Croatia? Now the tourists from US need to know where to travel in this summer time.

They’re cashing in on record arrivals and vibrant local experiences in France, Monaco, Italy, Greece, and Croatia. Each destination is now a case study in post-pandemic travel transformation. But what does this mean for the future of tourism in 2025 and beyond? What should airlines, hotels, and travelers expect next? Here’s what you need to know as Europe and Asia redefine the pace—and power—of global tourism recovery.

Global Tourism Off to Explosive Start in 2025 as Visitor Spending Surges Worldwide

The numbers are in, and the message is loud and clear—international tourism is booming in 2025. From the sun-soaked shores of Spain to the bustling streets of Tokyo, countries are seeing strong growth in visitor spending, marking a sharp rebound in global tourism trends.

The first quarter of 2025 has delivered solid gains in tourism receipts, breathing new life into travel economies still recovering from recent global disruptions. As travelers return in record numbers, countries are not just welcoming more guests—they’re seeing those guests spend significantly more.

This surge signals more than just a seasonal uptick. It’s a powerful vote of confidence in travel as a global force for economic renewal.

Spain, Türkiye, and Mediterranean Europe Lead European Surge

Spain, the world’s second-largest tourism earner, is setting the pace. The country recorded an impressive 9% increase in international tourism receipts in just the first two months of 2025. This comes on the heels of a remarkable 16% jump in receipts in 2024, showing that the momentum is not slowing.

Meanwhile, across Southern Mediterranean Europe, the gains keep coming. Türkiye posted a strong +7% growth in Q1 2025, while Italy, Greece, and Portugal each saw a healthy +4% rise. These countries, long favored for their mix of heritage, cuisine, and coastlines, are reaping the rewards of sustained tourist demand.

Hotels are filling faster. Restaurants are buzzing. Cities are seeing record foot traffic. And local economies are growing stronger with every euro spent.

Southern Europe is enjoying a powerful resurgence in tourism—and it’s not slowing down. In the first months of 2025, travelers from across the world are pouring into the Mediterranean’s most iconic destinations, and they’re spending more than ever before.

Spain, the world’s second-largest tourism earner, is leading the charge. In just the first two months of 2025, the country recorded a 9% increase in international tourism receipts, building on a stunning 16% surge in 2024. It’s more than a trend—it’s a sustained momentum that’s turning economic tides and reaffirming Spain’s dominance in the global travel market.

From the lively streets of Barcelona to the golden beaches of Costa del Sol, Spain is capturing the imagination and the wallets of international travelers. But it isn’t alone.

Across Southern Mediterranean Europe, the story is one of growth, energy, and transformation.

Türkiye’s Rising Star

Right behind Spain, Türkiye has cemented itself as a serious tourism force in the region. With a 7% rise in receipts in Q1 2025, the country is showing it’s not just about sun and sea—it’s about layered culture, compelling heritage, and value-packed experiences.

From the bustling bazaars of Istanbul to the ruins of Ephesus and the sparkling coasts of Antalya, Türkiye offers rich history and modern luxury in one package. The result? Visitors are staying longer, exploring more deeply, and spending more confidently.

Italy, Greece, and Portugal: Steady and Strong

Meanwhile, Italy, Greece, and Portugal each reported 4% growth in international tourism receipts for the first quarter of 2025. While the percentage may seem modest next to Spain or Türkiye, the numbers tell a story of steady, sustainable demand.

Italy’s cities—Rome, Florence, Venice—remain perennial favorites, but rural and regional tourism is also growing. Travelers are venturing into Sicily, Umbria, and the lakes of the north, seeking slower, more immersive experiences.

Greece continues to shine with its unmatched island escapes, classical ruins, and vibrant culinary culture. Athens, once viewed as a stopover, is now a destination in its own right—drawing in younger, experience-seeking travelers with its art, nightlife, and historic charm.

Portugal, with its golden coastline and soulful music, remains a darling of European travel. Lisbon and Porto are seeing increased visitor numbers, but it’s the Algarve and smaller towns like Sintra and Évora where spending is really making a difference.

What’s Fueling the Boom?

Three key factors are driving this sharp increase in tourism receipts across Southern Europe:

1. Extended Stays and Higher Spend:
Travelers in 2025 aren’t just passing through—they’re staying longer and spending more per day. Many destinations report increased booking durations and greater interest in guided experiences, culinary tours, and wellness services.

2. Diversification of Markets:
These countries are no longer reliant on a narrow band of source markets. While the UK, Germany, and France still contribute heavily, growing numbers of visitors from the U.S., Asia, and the Middle East are fueling new demand patterns.

3. Post-Pandemic Confidence:
With most pandemic-era travel restrictions now lifted and travel insurance reforms giving visitors added security, confidence in international travel has fully rebounded. Travelers are embracing spontaneity again—and Southern Europe is ready for them.

Local Economies Reap the Rewards

The impact on local economies is immediate and powerful.

Hotels are booking up faster than in previous years. Restaurants are experiencing all-day rushes, especially in tourist-heavy zones. Transportation services—from local taxis to regional trains—are reporting record usage.

Beyond the numbers, there’s an emotional revival happening. Cities are alive. Coastal towns are buzzing. Street performers are back in plazas, and market stalls are humming with life. The cultural heartbeat of Southern Europe is growing louder with every arriving traveler.

And critically, every euro spent is helping small businesses bounce back, especially in communities that depend almost entirely on seasonal tourism.

France, Norway, and Denmark See Northern Europe Bounce Back

Northern Europe is seeing its own wave of travel-fueled growth. France recorded a 6% rise in receipts, a notable win for the world’s most visited country.

However, the standout stars in this region are Norway and Denmark, with receipts jumping 20% and 11%, respectively. These spikes highlight growing interest in sustainable, nature-based tourism—an increasingly popular trend among younger and eco-conscious travelers.

Cruise traffic, fjord tours, and cold-climate escapes are drawing bigger crowds than ever. And travelers are clearly willing to spend more for experiences that offer depth, authenticity, and cleaner footprints.

Asia-Pacific Surges, with Japan and Nepal Breaking Records

Over in the Asia-Pacific region, the story gets even more exciting. Japan is seeing a tourism explosion, with receipts rising a jaw-dropping 34% in Q1 2025. After years of careful reopening, the country’s mix of culture, safety, and cutting-edge hospitality is paying off.

Nepal, known for its Himalayan treks and spiritual tourism, is also booming, with an 18% increase in tourism receipts. South Korea and Mongolia both posted +14% growth, showcasing Asia’s continued rise as a magnet for experience-driven, mid-to-high-spend travelers.

Moreover, with improved air connectivity and new visa reforms across the region, Asia-Pacific is positioned to lead tourism’s next big leap forward.

The United States Shows Steady Gains, Builds on Strong 2024

The United States, the world’s top tourism earner, registered a 3% rise in receipts in Q1 2025. While modest compared to other surges, this comes after a significant 14% increase in 2024. The market remains solid, particularly in urban hubs like New York, Los Angeles, and Miami.

Luxury hotels, entertainment districts, and business travel sectors are driving consistent revenue. Domestic travel remains robust, but inbound international spending is again climbing—especially from Europe and Latin America.

The U.S. continues to benefit from a strong dollar, flexible entry policies, and diverse regional appeal, making it a stable pillar of the global travel economy.

What This Means for Airlines, Hotels, and Travel Markets

With visitor spending up across all major continents, airlines are seeing an uptick in both load factors and premium cabin bookings. Routes that were once seasonal are becoming year-round. Carriers are also expanding into new secondary cities as demand widens geographically.

Hotels and resorts, particularly in luxury and boutique segments, are benefiting from higher occupancy rates and increased average daily rates (ADR). Many are re-investing in upgrades, sustainability features, and digital guest services to keep pace with rising expectations.

Tour operators and destination management organizations (DMOs) are adjusting their strategies. Experience-based travel is outperforming traditional packaged tourism. Travelers are seeking personalization, sustainability, and unique cultural immersion—and they’re spending more to get it.

Climate, Conflict, and Currency: Future Watch Points

While the numbers signal a strong start, the future of 2025 travel is not without challenges. Climate events like floods, heatwaves, and wildfires could disrupt routes and dampen demand in affected regions.

Geopolitical tensions and economic instability remain wildcards, especially for long-haul travel. Currency fluctuations could also affect outbound travel volumes from countries with weaker exchange rates.

That said, industry resilience is at an all-time high. The sharp rebound in receipts shows not just recovery—but transformation. Travelers are more intentional. Spending is more focused. And tourism is becoming more adaptive, inclusive, and tech-enabled than ever before.

A Record Year Ahead?

If early trends continue, 2025 could become one of the highest-earning years in global tourism history. Countries that lean into digital transformation, sustainable infrastructure, and traveler personalization will likely gain the greatest advantage.

For travel brands, now is the time to act. Marketing must be responsive. Operations must be agile. And partnerships—between public and private sectors—must evolve fast to meet demand that is surging across continents.

The world is moving again. And people are not just traveling—they’re investing emotionally and financially in the journeys they take.