In the first half of 2025, the global tourism industry has staged a remarkable comeback, with Spain at the forefront, shattering its own records for visitor arrivals and spending. According to official figures, Spain welcomed around 44.5 million international visitors from January to June 2025, a nearly 5% increase over the previous year and an all-time high for the country. This surge in arrivals has translated directly into economic gains, with tourist spending reaching €59.6 billion in the same period—more than 7% higher than in 2024, as reported by national tourism authorities.
Spain’s performance is not just a matter of numbers; it’s a reflection of strategic decisions and adaptability in a fiercely competitive global market. The country’s appeal is broad, with cultural giants like Barcelona and Madrid, the sun-soaked islands of Ibiza and Mallorca, and the winter havens of the Canary Islands all drawing millions. But Spain’s tourism boards have also worked to spread visitors more evenly, promoting less crowded destinations such as Galicia and Extremadura to ease the pressure on traditional hotspots. This approach aims to balance mass arrivals with sustainability, a challenge that’s become increasingly urgent as over-tourism sparks debate in cities like Barcelona and Mallorca.
Driving Spain’s tourism boom are policies that make travel easier and more attractive. The country’s visa rules remain among the simplest in Europe for many nationalities, and the introduction of the Digital Nomad Visa has opened the doors to remote workers seeking longer stays. Regional tourist taxes, such as those in Catalonia and the Balearic Islands, are being used to manage crowds and fund sustainability efforts. In Barcelona, for example, visitors pay both a regional tax and a city surcharge, making it one of Spain’s most expensive cities for tourist taxes. Meanwhile, the Balearic Islands’ Sustainable Tourism Tax ranges from €1 to €4 per adult per night, depending on season and accommodation type.
The momentum is not limited to Spain. The first half of 2025 has seen record-breaking levels of travel demand worldwide, fueled by pent-up demand, strong air capacity recovery, and more open borders. Mexico, for instance, welcomed 23.4 million international tourists in the first half of 2025, with total visitors including excursionists exceeding 47 million. The country’s success is driven by strong demand from the United States and Canada, aggressive marketing of beach resorts, and favorable exchange rates. Türkiye, often described as the bridge between Europe and Asia, recorded more than 21 million foreign tourist arrivals in the same period, with Istanbul, Antalya, and Bodrum remaining top draws despite stiff competition from other Mediterranean destinations.
Asia, too, is making waves in the global tourism scene. Japan’s performance in 2025 is historic, with 21.5 million foreign visitors between January and June—the fastest time the country has ever reached 20 million arrivals. A weaker yen has made Japan an affordable destination, attracting travelers from neighboring Asian markets and beyond. China, meanwhile, has staged a strong return, welcoming about 19.2 million foreign visitors in the first half of the year, with 13.64 million taking advantage of the new visa-free entry program. Malaysia and Vietnam have also posted impressive numbers, with Malaysia likely exceeding 20 million visitors and Vietnam attracting 10.7 million in the first six months.
Despite the global upswing, not all countries are experiencing unmitigated growth. Thailand, for example, saw 16.68 million arrivals in the first five months of 2025—a 5% drop compared to last year. In response, the Thai government is taking bold steps to reinvigorate its tourism sector. Starting in Q4 2025, Thailand will launch the 'TouristDigiPay' sandbox, an 18-month pilot program backed by the Thai SEC, Ministry of Finance, and other agencies. This initiative will allow tourists to exchange digital assets for Thai baht, making travel payments easier and more convenient. Users will face monthly spending limits, and service providers must comply with strict ID verification and anti-money laundering protocols. The move is seen as a lifeline for Thailand’s tourism industry and reflects a broader shift toward digital-first economies across Asia.
“The clear shift to app-based remittances reflects the region’s demographics, the growing prominence of digital payment modes, as well as user preferences for easy, safe, and quick ways to send and receive money,” said Chavi Jafa, Senior Vice President, Head of Commercial and Money Movement Solutions APAC at Visa, as quoted by Disrupt Africa. Thailand’s TouristDigiPay initiative is expected to connect global crypto capital with real-world spending, positioning the country as a leader in digital payment infrastructure for travelers.
This digital transformation is mirrored in the rise of crypto infrastructure coins. Projects like Best Wallet ($BEST), which boasts over 250,000 users and features cross-chain swaps and biometric security, are gaining traction. The $BEST token presale is ongoing at $0.025505 per unit, having raised over $15 million as of August 21, 2025. Bitcoin Hyper ($HYPER), another infrastructure-focused project, is deploying full Solana Virtual Machine support and has surpassed $11 million in presale funding. Even established players like Ethereum ($ETH) are seeing renewed interest, with its price hovering around $4,290 and a 16% gain in the past month.
Meanwhile, other Southeast Asian nations are pushing hard to capture more of the regional tourism market. Malaysia and Vietnam are running ambitious marketing campaigns, and Indonesia attracted more than 7 million visitors in the first half of the year. Greece, too, has delivered a solid performance with 11.7 million arrivals, and France and Italy are showing signs of growth, though full statistics are pending.
Tourism’s resurgence is not just about numbers; it’s a powerful engine for economic growth. In Spain, the sector generated nearly €60 billion in direct spending in the first half of 2025, benefiting hotels, restaurants, airlines, and local businesses. The average visitor spent €1,376 during their stay, with daily expenditures reaching €209 and average trips lasting about 6.6 days. Cruise travel has also boomed, with Spain welcoming 6.2 million cruise passengers—a rise of 18% compared to last year. Barcelona remains the busiest cruise port, handling around 1.7 million passengers by June.
Yet challenges remain. Over-tourism continues to threaten the sustainability of popular destinations, raising concerns about crowding, environmental damage, and rising housing prices. Policymakers are responding with stronger visitor management rules, regional taxes, and efforts to promote off-season and lesser-known destinations. The introduction of new digital border systems, such as the EU’s Entry/Exit System set for October 2025, will further shape the future of travel.
Looking ahead, Spain is on track to break 90 million arrivals for the year, with visitor spending potentially crossing €120 billion. As the world’s top destination, Spain is not just setting records but also defining the future of global tourism—balancing accessibility, sustainability, and economic impact in a rapidly changing landscape.