Tourism Market Research Reports & Industry Analysis

Tourism flows is expanding in the UK in 2025, which remains an attractive destination for inbound tourists, with both visitor numbers and spending continuing to grow. The country appeals to travellers seeking a destination rich in history but also known for its eccentricity. Its strongest resonance ...

In 2025, booking in Italy witnessed a significant surge in sales, which rose by 9% in current retail value terms to reach EUR74.2 billion. A high proportion of these sales (58%) comprises travel intermediaries, specifically internet transactions, as increasingly consumers sought convenience and pote ...

In 2025, booking sales rose by 5% in Spain in retail current value terms to EUR60.0 billion, marking another year of growth. Despite prevailing economic uncertainty and reduced savings, Spaniards continued to show a robust appetite for travel. Beach and sun holidays remained the preferred choice, al ...

Retail value sales of booking rose in 2025, supported by the strong momentum of online channels. The year was marked by a pronounced shift towards digital booking, reflecting broader global trends in consumer behaviour and the ongoing transformation of Morocco’s travel industry. Online platforms gai ...

Turkey has further solidified its status as a leading global tourist destination, with tourist arrivals rising in 2025 compared to 2024. Although the rate of growth has been more moderate than the sharp post-pandemic rebound, it marks a return to steady expansion, supported by favourable macroeconom ...

In 2025, Vietnam’s travel industry is expected to experience remarkable growth driven by a strong recovery in both international and domestic tourism. More relaxed visa policies, including exemptions for 12 countries and the launch of a Golden Visa programme, have played a key role in attracting for ...

After several years of post-pandemic rebound, 2025 marked a stabilisation phase for Egypt’s travel industry. Inbound, outbound, and domestic flows all continued to grow, although the pace of expansion began to moderate, signalling the start of a more sustainable trajectory. The Red Sea region retain ...

In 2025, Portugal’s travel sector continues to expand, supported by a national strategy that prioritises value creation and long-term sustainability. Decentralisation policies are helping to bring greater visibility to lesser-known destinations, fostering meaningful diversification beyond the tradit ...

Inbound tourism continued to grow in 2025, although the pace of expansion normalised compared to the extraordinary post-pandemic rebound of previous years. Morocco consolidated its position as one of Africa’s leading tourism destinations, supported by the 2023–2026 tourism roadmap and the combined e ...

Rising online sales have significantly impacted the sales of travel intermediaries offline, particularly travel agencies. One of the main challenges is that offline prices, especially for flights, are often higher than those found on online platforms, largely due to discrepancies in pricing models w ...

Italy saw a 3% rise in inbound arrivals in 2025, totalling 61 million trips. This growth reinforced Italy's position as one of the world's leading destinations, due to its rich history, culture, art, cuisine, and natural beauty. However, the country continued to face the risk of overtourism, particu ...

Travel in the UK in 2025 is experiencing solid growth in current value terms. Inbound arrivals are continuing to rise, offsetting the slowdown in domestic tourism and supporting the overall expansion of the UK tourism economy. The country is also becoming less dependent on its traditional sources of ...

While inbound travel to Finland, along with lodging and in-destination spending, is growing, it has not yet returned to pre-pandemic levels. Lapland continues to experience a strong tourism boom during the winter season, with some signs of the season gradually extending. However, visitor numbers rem ...

Retail current value sales of booking in Austria are projected to increase over 2025, albeit at a slower rate than in 2024. Booking easily exceeded the 2019 pre-Coronavirus (COVID-19) pandemic level of retail current value sales by 2023, as prices for all types of pipelines rose very significantly, ...

In 2025, booking in New Zealand was reshaped by digital innovation, evolving consumer behaviour and the continued recovery of global travel. Travellers increasingly turned to mobile-first platforms that offered seamless experiences, real-time availability and flexible cancellation policies. Personal ...

Retail value sales of booking in Japan are increasing steadily in 2025, with online booking driven by travellers’ preference for convenience, flexibility and access to a wide range of accommodation options. Digital platforms have become the primary channel for both domestic and international reserva ...

In 2025, inbound arrivals to Saudi Arabia rose by 7% to reach 32 million trips, reflecting the Kingdom's strategic focus on human-centred travel. This approach, which prioritises authentic cultural experiences, meaningful interactions, and community engagement, aims to harmonise rapid infrastructure ...

Inbound arrivals are set to increase in Chile in 2025. Thanks to geographic proximity and the ease of migration policies - especially when compared to countries like the US - citizens of several South American countries can enter Chile using only their national ID cards, without the need for a passp ...

Bookings in Germany witnessed slower value growth in 2025, reflecting the cautious spending behaviour of travellers. While many consumers had to economise due to continued economic uncertainty, those who enjoy travelling adopted a more intentional attitude to spending. At the same time, more consume ...

Retail value sales of booking in Greece rose in 2025. Growth was underpinned by a combination of strong demand for travel and rising prices across the sector, including higher airfares, accommodation rates, and the cost of package holidays. These increases elevated the overall value of bookings, eve ...

Sales of booking in Brazil are recording strong value growth in 2025. This is largely driven by the expansion of the Brazilian air network, which is increasing connectivity between both traditional and less mainstream domestic and international destinations. Demand for domestic and regional tourism ...

Inbound arrivals to France rose by 3% in terms of trips and by 2% in current value terms in 2025. Although this represented a positive performance, it fell short of expectations following the Olympic Games the previous year. In contrast to some expert predictions, inbound arrivals only increased by ...

In 2025, South Korea's travel industry is experiencing a fully-fledged rebound across both international and domestic markets. Inbound and outbound flows have surged following the reopening of borders, while domestic travel remains a resilient pillar amid economic uncertainty. A favourable exchange ...

Travel in Germany rebounded well in the post-pandemic years, with 2024 surpassing pre-COVID levels. In 2025, rising prices have created challenges for the travel industry leading to shifts in consumer travel patterns. Economic uncertainty and a general cautiousness is being felt across Germany with ...

Travel in Canada is set to record strong growth in 2025, surpassing pre-pandemic levels. While political tensions and an ongoing trade dispute between the United States and Canada have dampened cross-border travel, other segments of the market are driving growth and expansion. Domestic tourism has e ...