Greece Joins Portugal, Mexico, Japan, Spain, Turkey, And More Nations In Achieving Historic Tourism Growth And Raising The Bar For 2025

Published on December 22, 2025

Greece joins Portugal, Mexico, Japan, Spain, Turkey, and other nations in achieving historic tourism growth, setting a new benchmark for 2025. The country’s impressive rise in visitor numbers is a testament to its strategic tourism campaigns, strengthened infrastructure, and increasing international appeal. With a combination of cultural heritage, vibrant landscapes, and growing travel opportunities, Greece is now firmly positioned as a leading destination, ready to elevate its tourism sector even further in the coming year.

Tourism is booming across the globe in 2025, and a number of countries are experiencing record-setting numbers of visitors. Greece, in particular, has emerged as one of the frontrunners in this tourism surge, joining the ranks of countries like Portugal, Mexico, Japan, Spain, and Turkey in achieving unprecedented growth. This surge is a reflection of the world’s increasing desire to travel post-pandemic, spurred by pent-up demand, shifting travel preferences, and improved economic conditions in many regions. Let’s break down the tourism highlights, country by country, showing how these nations are setting new standards in 2025.

Greece: The Mediterranean’s Tourism Powerhouse

Greece, a country renowned for its sun-drenched islands, historical treasures, and rich cultural heritage, continues to shine brightly on the global tourism map. As of September 2025, Greece has welcomed 31.6 million visitors — a 4% increase from the same period in 2024. This surge follows the remarkable 40.7 million visitors that flocked to Greece in 2024, marking a 12.8% year-over-year growth from 2023.

Despite ongoing labor shortages, especially in key sectors like hospitality and service, Greece remains a top destination for global travelers, surpassing expectations. The country’s stunning islands, such as Santorini, Mykonos, and Crete, alongside its ancient archaeological sites like the Acropolis, continue to captivate tourists from around the world. Tourism in Greece directly contributed approximately 13% of the GDP in 2024, a testament to its pivotal role in the national economy.

However, the rapid growth has also raised concerns about overcrowding in popular destinations. Cities like Athens have seen rents skyrocket due to the rise in short-term holiday rentals, while the unchecked construction in certain hotspots threatens the delicate balance between tourism and local life. Despite these challenges, Greece is poised for another record-breaking year in 2026, with tourism officials optimistic about continued growth.

Portugal: A Rising Star in European Tourism

Portugal, often overshadowed by its larger neighbors, has emerged as one of the most sought-after destinations in Europe in 2025. The country saw a remarkable increase in international visitors, with a significant boost in tourism from the United States, UK, and Germany. Portugal’s allure lies in its combination of rich culture, stunning landscapes, and year-round sunshine. From the vibrant streets of Lisbon to the picturesque vineyards of the Douro Valley, Portugal offers a diverse range of experiences that appeal to all types of travelers.

The country’s popularity as a tourism destination is evident in the rise of luxury travel and long-term stays, with many travelers opting for Portugal as a second home. The Portuguese government’s commitment to promoting sustainable tourism has also paid off, attracting environmentally conscious travelers who seek authenticity and sustainability in their experiences.

In 2025, Portugal is on track to surpass 30 million visitors for the first time, a significant milestone in the country’s tourism history. With continued investments in infrastructure, cultural preservation, and tourism management, Portugal is set to remain a key player in European tourism for years to come.

Mexico: Surging as a Top Global Destination

Mexico has seen an extraordinary surge in tourism in 2025, making it one of the fastest-growing travel destinations globally. The country welcomed record numbers of international visitors, driven by an increase in tourism from the United States, Canada, and Europe. With its warm climate, beautiful beaches, rich history, and vibrant culture, Mexico offers something for every type of traveler.

From the ancient ruins of Chichen Itza to the bustling streets of Mexico City and the idyllic beaches of Cancun, Mexico’s diverse offerings continue to draw visitors in droves. The country’s tourism growth has been supported by improved air connectivity and targeted marketing campaigns that highlight both the well-known and lesser-explored regions of the country.

In 2025, Mexico saw a substantial increase in tourism revenues, contributing to its strong economic recovery post-pandemic. The country’s focus on promoting local cultures, gastronomy, and eco-tourism has resonated with travelers seeking immersive and sustainable experiences. As the year progresses, Mexico is poised to continue its ascent as a must-visit destination.

Japan: A Country Rekindling Global Interest

Japan’s tourism industry is experiencing a robust rebound in 2025, surpassing pre-pandemic levels with over 39 million international visitors. The country’s tourism recovery has been driven by its unique blend of modernity and tradition, attracting visitors to both its bustling cities and tranquil countryside. Japan’s cultural landmarks, including Kyoto’s ancient temples and Tokyo’s vibrant neighborhoods, remain top attractions for international tourists.

The Japanese government has invested heavily in improving infrastructure and services for foreign visitors, making it easier for tourists to explore the country. The upcoming 2025 World Expo in Osaka has also helped boost Japan’s international appeal, drawing millions of visitors for the event.

While political tensions with neighboring countries have had some impact, Japan remains a global tourism powerhouse. The government’s continued efforts to diversify the tourism experience — from offering deep cultural experiences to outdoor adventures like hiking in Hokkaido — ensure that Japan will remain a top destination for travelers worldwide.

Spain: A Longstanding Leader in Global Tourism

Spain has once again proven itself as one of the world’s most popular tourist destinations. In 2025, Spain welcomed over 85 million visitors, a significant achievement that underscores the country’s enduring appeal. The Mediterranean climate, iconic cities like Barcelona and Madrid, and historic sites such as the Alhambra continue to attract travelers from across the globe.

Spain’s tourism growth in 2025 is not just about quantity but also about quality. There has been a marked increase in high-spending tourists, particularly those visiting luxury resorts along the Costa Brava and Costa del Sol. The country’s efforts to promote cultural tourism, including its vibrant festivals and traditional culinary experiences, have paid off in spades.

While overtourism remains a challenge in certain regions, Spain has made strides in promoting sustainable travel. The government has implemented policies that encourage responsible tourism, aiming to strike a balance between economic growth and environmental preservation. With its diverse landscapes and rich heritage, Spain remains a top destination for both short and long-term stays.

Turkey: A Resilient Tourist Hotspot

Turkey continues to attract a growing number of international visitors in 2025, with tourism numbers up significantly compared to previous years. The country’s diverse offerings — from the ancient ruins of Ephesus to the stunning beaches of the Turkish Riviera — make it a favorite among travelers looking for a mix of history, culture, and relaxation.

Turkey’s appeal is further enhanced by its strategic location at the crossroads of Europe and Asia, offering a unique blend of cultural influences. In 2025, the Turkish government has worked hard to modernize tourism infrastructure, improve service quality, and promote lesser-known destinations. As a result, cities like Istanbul, Cappadocia, and Antalya have experienced significant growth in visitor numbers.

Turkey’s resilience in the face of political and economic challenges has been remarkable, with tourism playing a critical role in the country’s economic recovery. With a continued focus on sustainable tourism practices, Turkey is well-positioned to maintain its status as a major destination for global travelers.

Other Nations Breaking Tourism Records

In addition to Greece, Portugal, Mexico, Japan, Spain, and Turkey, several other countries are experiencing a remarkable surge in tourism in 2025:

• Uzbekistan has seen an impressive 73% growth in international visitors, positioning itself as one of Asia’s most exciting new destinations.
• Thailand is projected to surpass 40 million tourists in 2025, continuing its reign as a top Southeast Asian travel hub.
• Egypt has seen an influx of travelers, particularly to its ancient archaeological sites, with the number of visitors reaching new highs in 2025.
• Brazil is benefiting from a strong resurgence in both leisure and business travel, with major international events driving growth in tourism.

These nations, alongside the leading destinations mentioned, reflect a broader global trend of increasing travel and tourism activity. As the world continues to recover from the pandemic, the tourism sector is witnessing a remarkable resurgence, with countries vying to attract more visitors, offer unique experiences, and build sustainable tourism economies.

The tourism boom in 2025 marks a pivotal moment in the global travel industry’s recovery. Greece, Portugal, Mexico, Japan, Spain, Turkey, and numerous other countries are setting new records and redefining what it means to be a top tourist destination. As travelers seek out new experiences, destinations are responding with innovative marketing, improved infrastructure, and a focus on sustainability.

Greece joins Portugal, Mexico, Japan, Spain, Turkey, and other nations in achieving historic tourism growth, driven by enhanced infrastructure, cultural allure, and successful global marketing strategies. This remarkable surge sets a new standard for 2025, positioning Greece as a top destination for travelers worldwide.

While challenges like overtourism, climate change, and labor shortages remain, the overall trend toward growth and recovery in the tourism sector is undeniable. With more countries joining the ranks of tourism leaders, the future looks bright for global travel as we head into the second half of the decade.