As some of the world’s most visited cities struggle with record tourist numbers and introduce restrictions to manage crowds, a number of countries are taking a different approach in 2026 by actively encouraging more travellers.
While several European destinations are debating visitor caps, cruise ship bans and tourist surcharges, countries across Africa, South America and Asia are expanding airport capacity, easing visa requirements and promoting international tourism campaigns.
Tourism remains a major global economic driver. According to the World Travel and Tourism Council, the sector contributed nearly $12tn (£8.96tn) to the world economy in 2025 — about 10% of global GDP — and accounted for one in three new jobs created worldwide, reports BBC.
Many of the countries now seeking more tourists are also trying to avoid the pitfalls experienced by destinations that grew too quickly. Investments are being channelled into sustainable infrastructure, slow-travel initiatives and community-based tourism to ensure growth is better managed.
Tour operators and residents in several countries say the renewed focus on responsible expansion is helping reshape how tourism develops.
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Namibia
Namibia, one of the driest and least densely populated countries in the world, has long been a magnet for travellers seeking remote wilderness experiences. In recent years, the country has increased its investment in tourism infrastructure while working to protect its natural environment.
Since 2019, more than N$136m (£6.28m; $8.13m) has been spent improving roads in Etosha and Namib-Naukluft national parks. The Namibia Tourism Board has also launched a campaign targeting travellers from Asia, the Middle East and North America.
Wildlife viewing remains a major attraction. Etosha National Park is home to four of Africa’s Big Five animals, making it one of the continent’s premier safari locations.
Namibia is also known for conservation-focused tourism. More than 80 communal conservancies cover about 20% of the nation’s land, often cited as one of Africa’s most successful models of community-led wildlife management.
Brazil
Brazil recorded the fastest growth in international tourism last year, welcoming more than nine million visitors in 2025. Although that number is significant, it remains modest for a country of Brazil’s size.
France, which is far smaller, receives more than 100 million tourists annually. Brazilian authorities see enormous potential for growth but are also wary of the risks of overtourism.
Officials say the country’s vast territory helps distribute visitors more evenly. In the central-west region of Mato Grosso do Sul, overtourism is rarely an issue.
Bonito, a nearby town famous for its natural attractions, operates a strict visitor control system that limits daily tourist numbers.
Brazil is also preparing for the 2027 FIFA Women’s World Cup, which is expected to drive new investment in transport infrastructure and accommodation across the country.
Vietnam
Vietnam continued its tourism surge in 2025, receiving more than 21 million international visitors — a record for the country.
Officials attribute the 20% increase partly to expanded visa exemptions for travellers from several European countries, including the UK, Germany and France. Arrivals from Europe rose nearly 39% following the policy change.
The country is also preparing for a major infrastructure milestone. Long Thanh International Airport, located outside Ho Chi Minh City, is expected to begin full commercial operations in mid-2026.
The airport’s first phase will handle up to 25 million passengers annually and is designed to relieve pressure on the crowded Tan Son Nhat Airport.
Despite the rise in visitor numbers, tourism industry leaders say many parts of Vietnam remain relatively undiscovered.
Lithuania
Lithuania is also seeking to grow its tourism sector in a measured way. In 2024, the country adopted its first national Tourism Roadmap, which aims to double tourism’s contribution to the economy by 2030.
The strategy appears to be gaining traction. International arrivals grew by 4.4% in 2025, while Lithuanian airports recorded their highest passenger numbers on record.
Officials say the country’s forests, lakes, food culture and traditional heritage are drawing increasing interest from travellers.
Vilnius was named European Green Capital for 2025, partly due to its extensive green spaces and sustainable urban mobility initiatives.
The city has also developed a reputation for its food scene, including four Michelin-starred restaurants and a culinary movement known as “New Baltic Cuisine”.
Canada
Canada, which once ranked among the world’s top ten destinations in the World Economic Forum’s Travel and Tourism Development Index, has slipped to 13th place in recent years. Authorities are now working to regain ground.
The federal government launched a national tourism strategy in 2024 titled ‘A World of Opportunity, with the aim of placing Canada back among the top seven global destinations by 2030.
Tourism already supports more than two million jobs nationwide and is especially important for rural and remote communities.
This year could bring a boost as Canada prepares to co-host the FIFA World Cup, with 13 matches scheduled in Toronto and Vancouver.
Tourism officials say travel across Canada naturally promotes slower exploration because of the country’s vast geography.
Indigenous tourism has also become a growing focus.
The province now hosts more than 400 Indigenous tourism-related businesses, ranging from art galleries and cultural centres to wildlife tours such as Takaya paddling trips.
