Global tourism is growing again in 2026, but many travellers are choosing different places instead of the usual major cities.
World Tourism Barometer data shows that international travel has almost reached pre-2020 levels. Travel demand continues to rise, and more people are crossing borders for tourism this year.
However, this growth is not focused on traditional destinations such as Paris, Rome and New York City. Instead, travellers are selecting other countries and regions.
Travellers Choose Alternative Destinations
Countries such as Brazil, Egypt, Ethiopia, Bhutan and Seychelles are receiving more visitors.
While Europe still remained the world’s most visited region, Brazil saw arrivals surge by 37%, Egypt by 20%, Ethiopia by 15% and Bhutan by 30%. Even the Seychelles, a tiny archipelago off East Africa, recorded a 13% increase.
“These countries fall into a growing category of high-identity, emerging destinations that are no longer niche but not yet saturated,” said Steven Vigor, CEO of travel advisory firm Revigorate. “More travellers are now drawn to distinctive culture, landscapes and the possibilities of discovery, so countries with a strong identity and decent access are clear winners.”
Government Response to Tourism Growth
Authorities in major tourist cities have introduced new rules to manage large visitor numbers. These include limits on daily visitors, higher taxes and stricter controls on short-term rentals.
These changes aim to reduce pressure on infrastructure and local communities. At the same time, they have increased costs and reduced convenience for some travellers. In Egypt, for example, operators are increasingly encouraging slower and more curated experiences to discourage environmental degradation due to influx of people.
Brazil on the other hand has gone in opposite route. In 2024, the Brazilian Agency for International Tourism Promotion (Embratur), which runs Visit Brasil, launched a programme to attract new international flights through public-private partnerships with airlines and airports, subsidising the promotion of new routes. This encouraged an influx of tourists as seen by the jump in the number of tourists received.
“Achieving the growth targets for international tourism in Brazil is intrinsically linked to air connectivity,” said Marcelo Freixo, president at Embratur. “There is no point in the growing international interest in getting to know Brazil if there are no direct flights or short connections at a competitive price.”
Preferences Change After the Pandemic
Travellers are now focusing more on experiences. Many people want to learn about local culture, visit natural sites and spend more time in fewer places.
Industry experts describe this trend as a move toward “high-identity” destinations. These are places that offer culture, history and local experiences instead of standard tourism packages. Ethiopia is one of such world’s richest destinations to experience archaeology, anthropology and natural history at scale. The legacy of the Axumite Empire in the north, which includes the rock-hewn churches of Lalibela, and medieval Gondar architecture is one to explore. The Simien Mountains offer close encounters with wildlife, particularly the rare gelada monkey found nowhere else in the world.
Cost Influence Travel Choices
Prices in many traditional destinations have increased due to inflation. Currency differences have also made some countries more expensive for international visitors.
As a result, travellers are choosing destinations where they can spend less money while still having a full travel experience. Brazil has become such an alternative with it vast beaches and different scenery in the same country.
Airlines Improve Access
Airlines have added new routes and increased connections to more countries. Carriers operating through hubs such as Doha and Dubai have made it easier to reach destinations that were previously harder to access.
This has reduced travel time and, in some cases, lowered ticket prices.
