Omar El Sayed - World Editor

Global tourism is experiencing a significant rebound, but the growth isn’t concentrated in the usual destinations. While Europe remains a popular choice for travelers, a new wave of tourism is surging in countries like Brazil, Egypt, Ethiopia, and Bhutan, signaling a shift in travel preferences and a growing interest in unique cultural experiences. More than 1.5 billion international tourists traveled abroad in 2025, setting the stage for a potentially record-breaking 2026, with overall international arrivals growing by 4%, approaching pre-pandemic levels of around 5% annual growth seen between 2009 and 2019, according to the latest data from UN Tourism.

This trend highlights a move towards what travel advisory firm Revigorate CEO Steven Vigor describes as “high-identity, emerging destinations” that offer distinctive cultures, landscapes, and opportunities for discovery. These locations are no longer considered niche markets but are becoming increasingly attractive to travelers seeking authentic experiences beyond the well-trodden tourist paths. The appeal lies in countries with a strong sense of identity and improved accessibility, offering a compelling alternative to overcrowded and saturated destinations.

Emerging Destinations Lead the Way

Several countries are experiencing particularly rapid growth in tourism. Brazil saw a remarkable 37% surge in arrivals, while Egypt witnessed a 20% increase. Ethiopia and Bhutan recorded growth rates of 15% and 30% respectively. Even smaller nations, like the Seychelles, an archipelago off the coast of East Africa, experienced a notable 13% rise in visitor numbers. This growth is reshaping the global tourism landscape, challenging the dominance of established travel hubs.

Egypt’s strong performance, in particular, is attributed to the long-awaited opening of the Grand Egyptian Museum near the Pyramids of Giza. The museum, a major cultural landmark, has significantly boosted the country’s appeal to international tourists. The Middle East as a whole has seen some of the fastest post-pandemic tourism growth, according to tour operators.

Bhutan and Ethiopia: Sustainable Tourism Models

Bhutan, a nation renowned for its commitment to Gross National Happiness and sustainable tourism, is experiencing a 30% increase in arrivals. As a member state of UN Tourism since 2003, Bhutan has long prioritized responsible travel practices. Ethiopia, a member of UN Tourism since 1975, is also seeing a significant uptick in tourism, with a 15% increase in international visitors. A 2022 UN General Assembly report highlighted Bhutan’s vision for sustainable tourism and Ethiopia’s 2015-2025 tourism plan as examples of national strategies.

The UN Tourism organization, the United Nations agency responsible for promoting responsible, sustainable and universally accessible tourism, plays a key role in supporting these emerging destinations. The organization provides resources and guidance to help countries develop and manage their tourism sectors effectively. UN Tourism also offers a self-assessment tool, STAR, specifically designed for local public authorities in tourism destinations in rural areas.

Managing Growth and Avoiding Overtourism

As these destinations experience rapid growth, managing the influx of tourists while preserving their cultural heritage and natural environments is a critical challenge. Authorities and industry operators are working to implement strategies that promote sustainable tourism practices and mitigate the negative impacts of overtourism. This includes investing in infrastructure, promoting responsible traveler behavior, and diversifying tourism offerings to distribute visitors more evenly across different regions.

The shift towards these emerging destinations reflects a broader trend in the travel industry, where travelers are increasingly seeking authentic and immersive experiences. The desire for discovery, coupled with a growing awareness of the importance of sustainable tourism, is driving demand for destinations that offer unique cultural and natural attractions. This trend is expected to continue in the coming years, further reshaping the global tourism landscape.

Looking ahead, the continued growth of tourism in these emerging destinations will depend on their ability to manage the influx of visitors responsibly and sustainably. The success of these countries will serve as a model for other destinations seeking to diversify their tourism offerings and attract a new generation of travelers. The focus will be on balancing economic benefits with the preservation of cultural heritage and environmental sustainability.

What are your thoughts on the changing landscape of global tourism? Share your experiences and opinions in the comments below.

The latest release of documents linked to the late financier Jeffrey Epstein has led to the dismissal of a senior British politician and intensified scrutiny of Prime Minister Keir Starmer’s judgment, raising questions about the stability of his government.

Peter Mandelson, formerly the UK’s ambassador to the United States, was sacked by Starmer earlier this month after further details of his relationship with Epstein emerged in a latest tranche of files released by a U.S. Court. Mandelson’s eight-month tenure in Washington was already under a cloud due to his history of scandal, including previous resignations from government positions over financial improprieties, but the Epstein connection proved fatal to his diplomatic career.

The files, released on February 4th, 2026, revealed further details about Mandelson’s interactions with Epstein, prompting Starmer to remove him from his post. The Prime Minister’s decision to appoint Mandelson in the first place, despite his controversial past, is now facing intense criticism. The timing of the release, and its impact on the UK political landscape, has been described as a “political earthquake” by some observers.

The fallout extends beyond Mandelson. The Epstein files have implicated a number of high-profile European figures, including members of the Norwegian royal family and former politicians in Norway, France, Latvia, Poland, and Lithuania. Investigations have been launched in both Norway and France, while authorities in the Baltic states are examining the possibility that individuals were trafficked from their countries.

The revelations are in stark contrast to the response in the United States, where the impact of the Epstein files has been more muted. While the files initially triggered scrutiny of prominent American figures, the European response has been far more decisive, with several individuals losing their positions as a direct result of the disclosures.

Among other British politicians named in the Epstein files are Nigel Farage, Boris Johnson, Tony Blair, and David Cameron, according to a collation of emails made accessible through the Jmail interactive site. However, being named in the documents does not necessarily indicate wrongdoing, and the nature of the connections varies widely, ranging from business discussions to casual social contact. Peter Mandelson, however, was a known associate of Epstein.

The ongoing release of Epstein files, with potentially millions more documents still to come, continues to fuel speculation and demand for greater transparency from authorities. Epstein survivors are calling for full disclosure of the remaining files, hoping to shed further light on the extent of the network and bring those involved to justice.

As of February 15, 2026, Prime Minister Starmer has not addressed Parliament directly regarding the full extent of the implications of the Epstein files, and his office has declined to comment on whether further investigations are planned. The Labour Party has remained largely silent on the matter, beyond confirming Mandelson’s dismissal.