Published on
November 26, 2025
Portugal has joined Spain, France, Japan, Thailand, and Greece in shattering tourism records, marking a historic milestone for global travel. As countries across the world rebound from the pandemic, these destinations have seen a surge in visitor numbers and spending, setting new heights for the tourism industry. Portugal, in particular, has witnessed remarkable growth in its tourism sector, with record-breaking revenues and an influx of international travellers. The country’s rich culture, stunning landscapes, and warm hospitality have made it a top choice for tourists. From the sun-kissed beaches of the Algarve to the historic streets of Lisbon, Portugal has become a must-visit destination. Alongside Spain, France, Japan, Thailand, and Greece, Portugal’s success highlights the incredible recovery of global tourism. As travel continues to soar, your next adventure awaits in these record-shattering destinations, where unforgettable experiences and memories are just around the corner.
Portugal: Tourism Revenue Breaks New Records as Visitor Numbers Surge
Portugal’s tourism industry is basking in a moment of triumph. According to the 2024 Overview by Turismo de Portugal, the country welcomed a record 31.6 million visitors in 2024, including 19.4 million foreign tourists. This surge in visitors also led to a significant rise in overnight stays, which grew by 4.1%.
What’s even more remarkable is the record tourism receipts of €27.7 billion, marking an 8.8% increase compared to the previous year. This is the highest amount ever recorded in Portugal’s tourism history.
Foreign tourists accounted for 63.6% of the total overnight stays, driving much of the revenue. Spain, the United Kingdom, and Germany were the largest contributors, with North American markets also showing a notable rise in spending. Domestic tourism was also strong, with Portuguese residents taking 20% more trips than in 2019. This growth reflects the effectiveness of Portugal’s quality-driven tourism strategy, which focuses on providing exceptional experiences for visitors and sustainable practices that benefit both tourists and locals.
Spain: International Visitors Spend More than Ever Before
Spain is another European country where tourism is thriving. According to the Spanish government’s official data for 2025, Spain experienced an influx of over 55 million international visitors in the first seven months alone, a 4.1% increase compared to 2024. The impressive part? Those visitors spent a staggering €76.074 billion, marking a 7.2% rise compared to the previous year.
What does this mean for Spain? It means that the country’s tourism sector is not just recovering; it’s booming. In July 2025, the average spending per tourist reached €1,493, with daily spending hitting €210. Major markets such as the United Kingdom, France, and Germany contributed heavily, but the United States and Italy also showed impressive increases in tourism expenditure.
The Spanish government attributes this success to a combination of factors, including expanded air connectivity, which has made it easier for visitors to reach Spain, and targeted promotional campaigns aimed at high-spending tourists. The data suggests that Spain’s tourism industry is not only bouncing back from the pandemic but also setting new performance benchmarks.
France: Tourism Earnings Surge Beyond Pre-Pandemic Levels
France has long been the world’s most visited country, and it is continuing to dominate the global tourism scene. Atout France, the country’s tourism development agency, reports that in 2024, international tourism receipts soared to €71.3 billion—an increase of 26% compared to 2019 and 8% more than in 2023. With approximately 100 million international visitors, France remains a global tourism powerhouse.
Domestic tourism also plays a key role in France’s success. French residents spent €115.5 billion on travel within their own country, showcasing the country’s strong tourism appeal both for foreigners and locals.
The figures show that tourism directly contributed around 2.5% to France’s GDP and supported nearly 1.3 million jobs. The French government credits the tourism sector’s growth to a combination of world-class cultural and culinary offerings, improved transportation infrastructure, and major events like the Rugby World Cup and preparations for the Paris 2024 Olympic Games. These milestones reinforce France’s position as the go-to destination for travellers worldwide, with record-breaking earnings surpassing pre-pandemic levels.
Japan: Foreign Visitor Spending Reaches ¥8.1 Trillion
Japan is seeing an extraordinary shift in its tourism landscape. In 2024, the country welcomed approximately 37 million international visitors, who spent a whopping ¥8.1 trillion. The Japanese government’s tourism strategy, which aims to spread the benefits of tourism to regions beyond major cities, appears to be paying off.
What’s particularly notable is that the ¥8.1 trillion in spending represents a dramatic rise from ¥4.8 trillion in 2019, indicating that Japan is attracting a higher volume of high-spending travellers. The government has set ambitious goals, aiming to welcome 60 million visitors and generate ¥15 trillion in tourism spending by 2030.
The country is investing in digital infrastructure, easing visa requirements, and promoting local attractions to reach these targets. With these strategies in place, Japan is positioning itself as a prime destination for affluent tourists looking for unique cultural experiences.
Thailand: Tourism Revenue Surpasses 1.8 Trillion Baht
Thailand’s tourism sector is bouncing back stronger than ever, with impressive results in 2024. According to the Tourism Authority of Thailand (TAT), the country welcomed over 35 million international visitors and generated more than ฿1.8 trillion in tourism revenue.
Key source markets included China, Malaysia, and South Korea, while there was also a noticeable increase in spending from visitors from the United States and Europe. What stands out is that tourism revenue growth outpaced the rise in visitor numbers, meaning tourists are spending more per trip.
The Thai government’s focus on diversifying tourism—promoting wellness, culinary experiences, and eco-tourism—has attracted high-value travellers, helping boost both the volume and quality of spending. Thailand’s tourism success is also linked to visa-free entry programmes and expanded air connectivity. With a goal of attracting 36-39 million visitors and generating up to ฿2.23 trillion in revenue for 2025, Thailand is poised for even more growth.
Greece: Tourism Receipts Surpass €21 Billion in 2024
Greece is another European country that has seen a significant rebound in its tourism industry. According to the Bank of Greece, travel receipts in 2024 totaled €21.59 billion, a 4.8% increase compared to 2023. This growth was driven by a 12.8% rise in the number of inbound visitors and a modest increase in average spending per overnight stay.
Germany remained Greece’s largest market, contributing €3.70 billion, followed by the United Kingdom (€3.16 billion) and the United States (€1.58 billion). What’s particularly impressive is Greece’s ability to diversify its markets, with significant increases in tourism receipts from non-euro EU countries, up 18.4% to €2.49 billion.
These figures demonstrate that Greece has successfully surpassed pre-pandemic levels of tourism spending, confirming that its tourism industry is not just recovering but growing stronger than ever before.
Global Tourism on the Rise
The global tourism industry has proven its resilience, with many countries surpassing pre-pandemic levels of visitor spending. From Portugal’s record-breaking tourism receipts to Japan’s shift towards high-value tourism, it’s clear that travellers are eager to explore the world again and are willing to spend more for unique experiences.
For countries like Spain, France, Thailand, and Greece, these tourism milestones represent not just recovery but growth. The successful strategies that governments have implemented—such as enhanced air connectivity, diversified tourism offerings, and targeted promotional campaigns—are driving this tourism boom. As the world continues to recover from the pandemic, one thing is clear: the future of global tourism is bright, and visitors are back in full force, spending more and staying longer than ever before.
This surge in tourism spending is a positive sign of recovery, not only for the travel and hospitality industries but for local economies as well. With tourism continuing to thrive, countries that have embraced a strategic, diversified approach will likely maintain strong momentum for years to come.
Ultimate Travel Destination Guide to Portugal
Portugal is a country brimming with stunning landscapes, rich history, and vibrant culture. Whether you’re seeking charming cities, golden beaches, or scenic countryside, Portugal has something for every traveler. Here’s a complete guide to help you explore the best of Portugal, from its top attractions to hidden gems.
1. Discover the Beauty of Lisbon
Lisbon, the capital of Portugal, is a dynamic city known for its historic charm and modern flair. With cobbled streets, vibrant neighbourhoods, and spectacular viewpoints, Lisbon is a city to be explored on foot.
Must-Visit Places:Belém Tower: A UNESCO World Heritage site, this iconic fortress once guarded the entrance to the city’s harbour.Alfama District: Wander through Lisbon’s oldest district, full of narrow alleys, traditional Fado music, and colourful buildings.Jeronimos Monastery: A masterpiece of Manueline architecture, this monastery is a symbol of Portugal’s Age of Discovery.2. Explore the Historic Charm of Porto
Porto, Portugal’s second-largest city, is famed for its port wine and beautiful riverfront. This charming city combines history, culture, and gastronomic delights.
Must-Visit Places:Ribeira District: Walk along the Douro River in Porto’s historic district, lined with colourful buildings and narrow streets.Livraria Lello: One of the most beautiful bookstores in the world, famous for its intricate woodwork and grand staircase.Port Wine Cellars: Take a tour of the wine cellars and taste some of the world’s finest port wines.3. Relax on the Algarve’s Stunning Beaches
The Algarve, located in southern Portugal, is renowned for its golden beaches, dramatic cliffs, and charming towns. Whether you prefer lounging in the sun or exploring coastal caves, the Algarve is perfect for beach lovers.
Must-Visit Places:Praia da Marinha: Often considered one of the most beautiful beaches in the world, with clear waters and dramatic cliffs.Albufeira: A lively town known for its nightlife, but also home to stunning beaches like Praia dos Pescadores.Benagil Cave: Take a boat tour to this famous sea cave, known for its striking interior and skylight.4. Step Back in Time in Sintra
Sintra is a magical town located just outside Lisbon, famous for its romantic palaces, lush gardens, and fairytale-like atmosphere. It’s a UNESCO World Heritage site and a must-visit for any history lover.
Must-Visit Places:Pena Palace: A vibrant, colorful palace perched on a hill with panoramic views of the surrounding area.Quinta da Regaleira: A mysterious estate with lush gardens, secret tunnels, and an enchanting palace.Moorish Castle: Explore the remains of a medieval castle with breathtaking views of Sintra and beyond.5. Wander Through the Douro Valley
The Douro Valley, a UNESCO World Heritage site, is one of the oldest wine regions in the world. It’s a stunning area where terraced vineyards stretch along the Douro River, producing some of Portugal’s finest wines.
Must-Visit Places:Peso da Régua: The heart of the Douro Valley, home to several wineries offering tours and tastings.Pinhão: A picturesque town with scenic views and a charming train station decorated with traditional blue tiles.Boat Tour on the Douro River: A relaxing way to enjoy the beauty of the valley while learning about its rich wine-making history.6. Experience the Vibrancy of Madeira
Madeira, an archipelago off the northwest coast of Africa, is famous for its lush landscapes, botanical gardens, and volcanic peaks. It’s a paradise for nature lovers and outdoor enthusiasts.
Must-Visit Places:Laurisilva Forest: A UNESCO World Heritage site with beautiful hiking trails through the ancient forest.Monte Palace: A stunning garden filled with exotic plants and panoramic views of Funchal, Madeira’s capital.Pico do Arieiro: One of the highest peaks on the island, offering breathtaking views and hiking opportunities.7. Uncover the Secrets of the Azores
The Azores, an archipelago in the Atlantic Ocean, is a hidden gem known for its dramatic landscapes, volcanic lakes, and hot springs. This destination offers a unique and tranquil experience.
Must-Visit Places:Sete Cidades: A stunning twin crater lake surrounded by lush green hills, offering incredible photo opportunities.Furnas: Known for its geothermal activity, Furnas features hot springs, fumaroles, and lush gardens.Pico Island: Home to the highest peak in Portugal, Pico Island is perfect for hiking and offers views of the surrounding ocean and islands.8. Explore the Rich History of Evora
Evora, a UNESCO World Heritage city in the Alentejo region, is a treasure trove of Roman and medieval history. The city is full of well-preserved monuments, cobbled streets, and ancient ruins.
Must-Visit Places:Templo de Diana: An ancient Roman temple that stands proudly in the city centre.Capela dos Ossos: A chilling chapel decorated with human bones, offering a unique glimpse into the city’s history.Evora Cathedral: A Romanesque-Gothic cathedral with impressive architecture and views from its rooftop.9. Visit the Charming Towns of Óbidos and Cascais
Portugal is home to many beautiful towns, each with its unique charm and character. Two standout destinations are Óbidos and Cascais.
Óbidos: A picturesque medieval town with narrow streets, cobbled roads, and a castle overlooking the town. It’s the perfect place to experience Portugal’s historical beauty.Cascais: A coastal town near Lisbon, known for its sandy beaches, chic marina, and historical sites. It’s a great spot for a relaxing day trip.10. Indulge in Portugal’s Culinary Delights
No trip to Portugal is complete without sampling its incredible food. From fresh seafood to delicious pastries, Portugal offers a wide range of gastronomic delights.
Must-Try Dishes:Bacalhau: A salted cod dish, considered Portugal’s national dish.Pastéis de Nata: Delicious custard tarts, often served with a sprinkle of cinnamon.Francesinha: A hearty sandwich filled with steak, sausage, and cheese, topped with a rich sauce.Why Portugal Should Be Your Next Travel Destination
Portugal offers a perfect blend of history, culture, and natural beauty, making it an ideal destination for any type of traveller. Whether you’re exploring vibrant cities, relaxing on golden beaches, hiking through lush forests, or tasting exquisite wines, Portugal has it all. Plan your trip today and experience the magic of this stunning European destination.
