Jordan Joins Turkey, Greece, Spain, and Saudi Arabia in Leading the Global Tourism Boom – 2025 Revenue Soars and Here’s What’s Fueling the Growth!

Published on December 18, 2025

By: Paramita Sarkar

The 2025 global tourism sector has been characterized by significant growth in key travel destinations across the world, with Jordan, Turkey, Greece, Spain, Japan, and Saudi Arabia all reporting record-breaking revenues from international tourism. As countries continue to recover from the global pandemic and face ongoing economic challenges, the travel industry is emerging as a key pillar of economic resilience.

According to official reports from national government bodies, including the Central Bank of Jordan, Turkish Statistical Institute (TurkStat), Bank of Greece, Japan National Tourism Organization (JNTO), and others, these countries are experiencing a surge in tourism-driven revenue, reflecting a shift towards high-quality, high-spending visitors. The growing appeal of these nations is not only due to their rich cultural and natural attractions but also a range of economic factors, including favorable exchange rates and strategic investments in tourism infrastructure.

Record-Breaking Revenue in Jordan: +7.0% Growth

In Jordan, the tourism sector continues to show impressive growth, with a 7.0% increase in revenue compared to 2024. The Central Bank of Jordan reports that the country earned $7.16 billion in tourism revenue by November 2025. Notably, November 2025 alone saw a 12.6% increase in revenue, totaling $606.6 million. This growth was primarily driven by an influx of visitors from Europe (+36.1%) and Asia (+34.3%), while the Arab market also saw a 3.6% increase in spending.

The success of Jordan’s tourism is attributed to its diverse offerings, including cultural heritage sites like Petra, Wadi Rum, and the Dead Sea, as well as the rise in luxury and wellness tourism. The country’s focus on attracting high-value tourists has paid off, with substantial growth in spending from European and Asian markets.

Jordan: Strong Growth Amid Regional Challenges

Jordan’s tourism industry has shown impressive resilience in 2025, with total revenue reaching $7.16 billion by November, marking a 7.0% increase compared to the previous year. Notably, November 2025 saw a 12.6% rise in revenue, largely driven by a surge in European (+36.1%) and Asian (+34.3%) visitors. Despite facing regional instability, Jordan continues to thrive as a top destination for cultural and wellness tourism, with attractions such as Petra, the Dead Sea, and Wadi Rum pulling in high-value travelers.

Turkey: Historic Tourism Revenue Boost

Turkey’s tourism sector hit a historic milestone in the first half of 2025, generating $25.8 billion in revenue, an 8.4% increase compared to the previous year. The Ministry of Culture and Tourism attributes this growth to a combination of factors, including an increase in average daily spending, which rose to $116 per visitor. The country’s appeal as both a cultural and luxury tourism hub, coupled with a strong second-quarter performance, positions Turkey as a leading destination in the region.

Greece: Consistent Growth with Higher Spending

Greece has enjoyed a 9.0% increase in international travel receipts, reaching €20.1 billion ($21 billion USD) by September 2025. The Bank of Greece highlights a 4.3% increase in the average expenditure per trip, particularly from travelers from the United Kingdom (+11.9%) and the United States (+11.7%). While overall visitor numbers increased by 4%, the real success lies in the shift toward higher-spending tourists, particularly in regions like Santorini, Athens, and the Greek islands.

Spain: High Spending Drives Tourism Revenue

Spain’s tourism expenditure reached an impressive €105.8 billion ($112 billion USD) by September 2025, with a 7.0% increase compared to the previous year. Despite a 3.9% increase in arrivals, spending per visitor grew faster than the number of visitors, signaling a successful shift toward attracting high-value travelers. The National Statistics Institute (INE) reported a notable rise in daily expenditure, which reached €204 per visitor in September 2025, particularly from markets like the United States and Northern Europe.

Japan: Record-Breaking Growth with the Weak Yen

Japan’s tourism industry is experiencing a record-breaking year in 2025, with a 18.0% growth in tourism revenue in the first half of the year. Japan National Tourism Organization (JNTO) data indicates that 39 million visitors are expected by year-end. The weak yen has played a crucial role in making Japan an increasingly attractive “value destination” for both Western and Southeast Asian tourists. Japan is poised to exceed previous records, with Western markets contributing significantly to the surge in international spending.

Saudi Arabia: Diversified Tourism Fuels Growth

Saudi Arabia has seen substantial growth in tourism spending, with a total of $43 billion USD in the first half of 2025, a 4.0% increase compared to the previous year. The Ministry of Tourism reported a record 60.9 million visitors, with leisure, shopping, and sports tourism now accounting for a growing share of the tourism market. Saudi Arabia’s ongoing diversification beyond religious tourism, driven by Vision 2030, is positioning the Kingdom as a key player in regional and international tourism.

Summary of Global Tourism Revenue Growth in 2025

Global Tourism on the Rise

As Jordan, Turkey, Greece, Spain, Japan, and Saudi Arabia report impressive revenue growth in 2025, it’s clear that these nations are leading the charge in global tourism. Factors such as the weak yen, luxury tourism, and targeted regional campaigns have propelled these countries to new heights, while Saudi Arabia’s diversification efforts beyond religious tourism have begun to pay off. As travel continues to evolve in 2026, these countries will remain at the forefront of the global tourism industry, attracting both high-value visitors and maintaining robust growth trajectories.