Tourism Market Research Reports & Industry Analysis

Turkey continues to rank among the world’s top tourist destinations in 2025 due to its rich culture, varied natural scenery, and cost-effective travel options. Positioned at the crossroads of Europe and Asia, it is also easily reachable from multiple regions. The country’s strong tourism infrastruct ...

While travel in Sweden is poised to register another positive performance in 2025, the expansion of the market has slowed from 2024. This is chiefly because the post-pandemic travel boom has now largely receded. The downturn is also partly explained by heightened budget-consciousness resulting from ...

Growth in booking current value sales in Sweden in 2025 is expected to be slower than in 2024. This is primarily because the surge in travel that accompanied the easing of the pandemic has now receded, though the downturn also reflects more cautious attitudes to discretionary spending resulting from ...

Retail value sales of booking rose in 2025, reflecting the Portuguese consumer’s continued prioritisation of travel and experiences over material consumption. Travellers increasingly favour personalised itineraries, immersive activities, and distinctive destinations, a trend that is stimulating dema ...

Growth in inbound arrivals to Sweden in 2025 looks set to be well below that recorded in 2024. This is mainly because international travel flows are now normalising following the post-pandemic surge during the latter part of the review period, though the slowdown also reflects heightened global econ ...

In 2025, inbound arrivals to the US are set to fall for the first time since the pandemic years, marking a reversal of the steady recovery trend that had defined the past several cycles. A range of factors has contributed to the downturn - Trump administration tariffs, stricter immigration policies, ...

Retail value sales of booking rose strongly in 2025, supported by rising confidence in travel planning and a consumer shift towards structured itineraries over spontaneous, last-minute trips. Travellers increasingly sought flexibility in booking conditions, but reliability also became more important ...

In 2025, Spain experienced a record-breaking year for international tourism, with inbound arrivals rising by 3% to reach 97 million trips. The majority of visitors came from European countries, with the UK, France, and Germany being the leading sources. Nevertheless, arrivals from non-European count ...

Retail value sales of booking are set to rise in current terms in the US in 2025, but the category is undergoing a transformation which threatens growth as it has been seen historically. The biggest disruption is not coming from a new online travel agency (OTA), a price war, or a loyalty programme – ...

Retail value sales of booking are set to grow strongly in current terms in Vietnam in 2025 thanks to rising travel demand from both international and domestic tourists. More foreign visitors are visiting Vietnam due to more relaxed visa rules and better promotion of the country’s attractions. Meanwh ...

In 2025, travel in Italy performed well, with an increase in both the number of tourists and value sales. The country continued to be one of the main destinations worldwide for inbound arrivals, due to its rich offerings in culture, history, art, nature from mountain to sea, food and wine specialiti ...

Spain remained one of the world's top travel destinations and experienced another exceptional year in 2025, with a dynamic and evolving tourism industry. In terms of inbound arrivals, Spain recorded another all-time high in 2025, not only from key inbound markets such as the UK, France, and Germany, ...

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 ...

Inbound arrivals are set to grow strongly in Vietnam in 2025. April was particularly notable, with more than 2 million foreign tourists arriving, a significant year-on-year increase and the highest monthly figure ever recorded according to government statistics. The surge was largely driven by key m ...

Inbound tourism to Egypt posted strong double-digit growth in 2025, supported by robust demand from Eastern European and Gulf markets. Poland, Kazakhstan, Serbia, and Saudi Arabia were among the most dynamic source markets, driven by expanded air connectivity, simplified visa procedures, and the fav ...

Although consumer spending is under pressure in 2025, the outlook for UK travel intermediaries remains positive. Domestic tourism, which relies more heavily on direct bookings, is stagnant, but the strong increase in outbound travel is supporting intermediaries. British consumers are willing to allo ...

Tourism flows to Portugal continued to expand in 2025, reflecting the country’s strong reputation as a safe, welcoming, and culturally rich destination. European source markets remain dominant, with Spain leading the ranking due to geographic proximity, ease of mobility, and long-standing cultural t ...

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 ...