South Africa Joins with Japan, Brazil, Vietnam, Indonesia, and Saudi Arabia—Unstoppable Surge in Global Tourism Shakes the Industry!

Published on December 1, 2025

South Africa joins with Japan, Brazil, Vietnam, Indonesia, and Saudi Arabia in an unstoppable surge that is shaking the global tourism industry. In 2025, these countries are experiencing explosive growth in international arrivals, positioning themselves as dominant players on the world stage. While traditional tourism powerhouses like the United States face significant declines, South Africa and its peers are rewriting the rules of the game.

Their success is driven by modern visa policies, effective marketing, and strategic investments in infrastructure. Together, South Africa, Japan, Brazil, Vietnam, Indonesia, and Saudi Arabia are transforming the tourism landscape, attracting millions of visitors and setting new records. This powerful alliance of nations is not only increasing tourist numbers but also reshaping how the world views travel. As their tourism sectors continue to thrive, the industry is forced to adapt, with these countries leading the way to a brighter, more competitive future.

South Africa – A Booming Tourism Sector with Double-Digit Growth

South Africa’s tourism industry is experiencing remarkable growth in 2025, with inbound arrivals soaring across multiple regions. According to the Department of Tourism of South Africa, international tourist arrivals surged by 30.2% year-on-year in August 2025, reaching 935,738 visitors. The total number of arrivals from January to August 2025 reached 6.79 million, reflecting a 15.8% increase from the same period in 2024.

South Africa’s tourism growth has been widespread across global regions, with particularly strong increases from Europe (20.8%), Central and South America (63.6%), and the Middle East (82.2%). Brazil, Argentina, Saudi Arabia, and the UAE saw major growth, with some countries doubling their arrivals. The key factors behind this surge include the introduction of new visa reforms, the rollout of an electronic travel authorization (ETA) system, and extensive marketing campaigns targeting key source markets. These efforts have positioned South Africa as an increasingly attractive destination for international travelers, with forecasts indicating that the ETA system alone could add an extra million visitors by the end of the year.

Japan – Visitor Numbers Surge Beyond Pre-Pandemic Levels

Japan’s tourism sector has experienced a spectacular rebound in 2025, driven by increased arrivals from China, South Korea, and Europe. According to the Japan National Tourism Organization (JNTO), total international arrivals for September 2025 reached 3.27 million visitors, marking a 13.7% increase over September 2024. By the end of the third quarter of 2025, Japan had already welcomed 31.65 million international visitors, a remarkable 17.7% increase compared to the same period in 2024.

The surge in visitor numbers from China (+119.8% YTD) is particularly noteworthy, reflecting pent-up demand following the easing of COVID-era restrictions and the reopening of group travel. The European market also showed significant growth, with countries like Germany (+32.2%), Italy (+35.1%), and Spain (+38.1%) experiencing double-digit increases. The government’s early reopening, successful marketing campaigns, and expansion of flight capacity have all played a significant role in Japan’s robust recovery

Brazil – A Record Year for International Visitors

Brazil is also celebrating a record year in 2025, with the Ministry of Tourism reporting that the country welcomed 4.8 million international tourists from January to May 2025, a 49.7% increase over the same period in 2024. May 2025 alone saw 461,341 foreign visitors, up 37.4% from the previous year. The majority of this growth came from neighboring countries, including Argentina (+96.8%) and Chile (+31.6%), but the United States also saw a healthy increase in arrivals (+18.4%).

Brazil’s tourism success has been attributed to several factors, including improved international marketing, expanded flight connections, and a focus on promoting destinations beyond Rio de Janeiro. The government’s efforts to rebuild Brazil’s global tourism image post-pandemic and the alignment of foreign policies have also been instrumental in driving the surge in visitor numbers.

Vietnam – Sustained Growth with Strategic Marketing

Vietnam has become one of Asia’s fastest-growing tourism destinations, with the country welcoming nearly 14 million international visitors in the first eight months of 2025, a 21.7% increase compared to the same period in 2024. The country’s government launched a Tourism Stimulus Program that has been instrumental in driving this sustained growth. Roadshows in countries like Russia and India have helped promote Vietnam’s attractions, while improved air connectivity and visa facilitation have made it easier for international travelers to visit.

The surge in Vietnamese tourism is most apparent from China (+44.3%) and India (+42.2%), two of Vietnam’s key source markets. Southeast Asian countries like the Philippines, Laos, and Indonesia have also shown strong growth, demonstrating that regional connectivity and targeted marketing campaigns are driving success for Vietnam.

Indonesia – A Steady Recovery with Promising Projections

Indonesia’s tourism sector continues to recover steadily in 2025, with the country reporting 1.51 million international arrivals in August 2025, marking a 12.33% year-on-year increase. The total number of foreign visitors for January to September 2025 reached 11.43 million, up 10.22% from the same period in 2024. The steady rise in tourism is largely attributed to simplified visa policies, aggressive marketing campaigns for destinations like Bali, and improved flight connectivity to the islands.

Indonesia is aiming to attract 14.6 to 16 million foreign visitors by the end of 2025, with the government working to diversify its markets beyond Southeast Asia. The rise in spending per visitor, which increased from $1,199 in 2024 to $1,297 in the third quarter of 2025, further underscores the positive trajectory of the country’s tourism sector.

Saudi Arabia – Record Growth in Visitor Spending

Saudi Arabia is seeing remarkable growth in visitor spending in 2025, with international visitor expenditure reaching SAR 49.4 billion (≈US$13.2 billion) in the first quarter of 2025. This represents a 9.7% increase over the same period in 2024, signaling the success of the country’s Vision 2030 goals to diversify its economy through tourism. While official arrival statistics are not available, reports suggest that the country hosted tens of millions of domestic and international visitors in the first half of 2025. Major investments in infrastructure and luxury tourism events have contributed to Saudi Arabia’s rapid tourism expansion.

The Future of Global Tourism in 2025 and Beyond

The global tourism landscape in 2025 highlights a clear divide between the United States, which is struggling with declines in both arrivals and spending, and other nations like South Africa, Japan, Brazil, Vietnam, Indonesia, and Saudi Arabia, which are thriving. The key to success lies in modernising visa policies, improving entry systems, investing in marketing, and ensuring that countries are positioned as welcoming and competitive destinations.

For the U.S., reversing the current downward trend will require significant policy reforms, such as streamlining visa procedures, updating entry systems, and making the country more attractive for international visitors. By learning from the countries that have successfully navigated the post-pandemic tourism landscape, the U.S. can hope to restore its position as a leading destination for global travellers.