Global Tourism Boom in H1 2025
The first half of 2025 has been a landmark period for global tourism, with destinations including Qatar, Spain, the UAE, Saudi Arabia, Oman, Greece, Croatia, and Albania recording impressive increases in international arrivals and tourism revenues. These results stem from strategic investments, targeted marketing campaigns, upgraded infrastructure, and an ambitious calendar of global events. As the year progresses, these countries are positioned to maintain strong growth, showcasing the resilience and innovation of the global travel industry.
Qatar: Sustained Growth Through Strategy
Between January and June 2025, Qatar welcomed over 2.6 million international visitors, marking a 3% increase from the same period in 2024. The majority came from Gulf Cooperation Council countries, followed by Europe and Asia. Air travel accounted for the largest share of arrivals, with land and sea access also contributing significantly.
Hotel occupancy averaged 71%, with more than 5.2 million room nights sold, a 7% rise year-on-year. Qatar’s promotional efforts, including the high-profile “Moments Made for You” campaign and major events like the Qatar Toy Festival and International Food Festival, boosted the country’s visibility. Looking ahead, the second half of 2025 will see the start of the new cruise season, the FIFA Arab Cup, the Qatar Grand Prix, and the upcoming Michelin Guide Doha 2026.
Spain: Culture and Events Drive Visitor Numbers
Spain recorded a 4.7% increase in international arrivals in the first half of 2025, hosting over 44.5 million visitors. Tourism spending rose by 7.5% to €59.6 billion, reflecting both higher visitor numbers and greater per-capita expenditure.
National campaigns such as “Spain is Great” and iconic cultural events like La Tomatina and the Running of the Bulls continued to draw global audiences. With major events like the FIBA World Cup and international fashion shows set for the remainder of the year, Spain is primed for another strong tourism season.
UAE: Innovation and Luxury Appeal
The UAE, particularly Dubai, maintained strong tourism momentum in early 2025, underpinned by luxury hospitality, high-profile events, and extensive marketing. Dubai’s reputation for offering a blend of ultra-modern attractions, cultural heritage, and world-class events has ensured continued appeal. Major gatherings such as the Dubai Shopping Festival and Expo 2025 highlight the country’s global tourism status.
The UAE is also investing in future connectivity projects, including the upcoming Etihad Rail network, which will enhance access to tourism destinations nationwide.
Saudi Arabia: The Fastest-Growing Tourism Market
Saudi Arabia saw an unprecedented 102% rise in international arrivals compared to pre-pandemic levels in 2019, making it the fastest-growing major tourism market in 2025. This surge is closely linked to Vision 2030 reforms, which have included simplified visa processes, major infrastructure projects, and diversified tourism offerings.
The kingdom’s blend of cultural heritage, religious significance, and new entertainment venues is drawing a broad range of visitors. Future projects such as the Red Sea Project, NEOM, and Qiddiya are set to further expand the country’s tourism appeal.
Oman: A Destination for Sustainable Luxury
Oman’s tourism industry experienced strong growth, with luxury hotel revenues up by 18% and premium guest stays increasing by over 9% in the first half of the year. The “Oman – Naturally” campaign highlighted the country’s natural beauty, from mountain ranges to pristine coastlines, while festivals like Muscat and Salalah brought in visitors from around the world.
The focus on eco-friendly projects and adventure tourism is expected to position Oman as a leader in sustainable travel in the Gulf region.
Greece: Combining Ancient Heritage with Modern Hospitality
Greece recorded a 5.7% rise in international arrivals, welcoming 10.3 million visitors in the first six months of 2025. Travel receipts climbed by 12.7% to €4.35 billion by May, with strong growth from non-EU markets, especially the United States.
The “All You Want Is Greece” campaign continues to promote the country’s unique blend of historical landmarks, islands, and cultural experiences. Festivals and artistic events further reinforce its position as a year-round destination.
Croatia: Mediterranean Allure in High Demand
Croatia saw 7.5 million tourist arrivals and 29.3 million overnight stays in H1 2025, up 4% compared to 2024. June’s performance was particularly strong, with arrivals rising 9% and overnight stays 12%.
Campaigns like “Croatia Full of Life” and cultural highlights such as the Dubrovnik Summer Festival and Ultra Europe Music Festival have boosted its international profile. New luxury developments and sustainability initiatives promise further growth in the coming months.
Albania: Emerging as a Balkan Tourism Star
Albania achieved a 5% increase in foreign arrivals, reaching 4.76 million visitors in the first half of 2025. Known for its unspoiled landscapes, rich history, and vibrant culture, the country is gaining recognition as an alternative European destination.
Improved infrastructure, a growing cruise sector, and international promotion of cultural festivals are helping Albania attract both regional and long-haul travelers. The focus on sustainable tourism will be key to maintaining its appeal.
Industry Outlook for the Second Half of 2025
Across these destinations, the second half of 2025 is expected to deliver continued growth, driven by mega-events, further infrastructure enhancements, and ongoing global marketing. Sustainability, cultural authenticity, and diversified experiences remain central to their tourism strategies.
Summary Table – H1 2025 Highlights
| Country | Visitor Growth H1 2025 | Key Drivers |
|---|---|---|
| Qatar | +3% (2.6 M visitors) | Multi-access transport, events, campaigns |
| Spain | +4.7% (44.5 M) | Cultural heritage, festivals, higher spending |
| UAE | Strong growth | Luxury, events, innovation |
| Saudi Arabia | +102% vs 2019 | Vision 2030 reforms, mega-projects |
| Oman | +18% luxury revenue | Eco-tourism, cultural festivals |
| Greece | +5.7% (10.3 M) | Ancient sites, cultural events |
| Croatia | +4% (7.5 M arrivals) | Coastal charm, festivals, luxury upgrades |
| Albania | +5% (4.76 M) | Natural beauty, cultural heritage |
This record-breaking performance in H1 2025 marks a decisive shift in global tourism trends, with travelers increasingly seeking diverse, immersive, and sustainable experiences. With strong strategic direction and event calendars in place, these destinations are well-positioned to capture even greater market share in the months ahead.
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