USA, France and Canada top the world’s most-visited destinations of 2025

International

Holafly’s Global eSIM & Travel Report 2025–2026 highlights shifting traveller behaviour and rising loyalty

The USA, France and Canada lead this year’s ranking of the world’s most-visited destinations, according to the Global eSIM & Travel Report 2025–2026 released by Holafly at WTM London. They are followed by Italy, Australia, Spain, Germany, the United Kingdom, Japan and Portugal. Together, these countries reflect the emotional, cultural and experiential priorities shaping global travel in 2025, a year in which 44% of travellers worldwide made at least one international trip.

USA retains the top position despite moderated growth

The United States remains the world’s most-visited destination, even as growth levels off. Figures from the U.S. Travel Association show a decline from around 79 million international visitors in 2019 to an expected 68 million in 2025. Nevertheless, the country’s combination of major cities, national parks, cultural diversity and wide-ranging landscapes continues to draw travellers in numbers unmatched elsewhere.

France maintains its global appeal through a blend of heritage, art and style, reaffirming its role as a cultural beacon. Canada rises strongly this year, offering travellers a compelling mix of nature, openness and authenticity.

Europe’s enduring icons and long-haul aspirations

Italy and Spain remain cornerstones of European desirability, attracting visitors with cuisine, landscapes and centuries-old traditions. Australia’s placement among the top destinations highlights a sustained appetite for long-haul exploration and outdoor adventure. Germany and the United Kingdom continue to rank highly as cultural and economic hubs, while Japan captivates travellers with its interplay of tradition and futurism. Portugal completes the top ten, emblematic of destinations that feel intimate, characterful and globally admired.

A year defined by discovery and rising loyalty

Beyond the ranking itself, the report underscores how travellers are rediscovering the world. Nearly every international traveller visited at least one new country in 2025, and 46.4% of all international trips were first-time entries. Yet loyalty is strengthening in parallel: among the ten most-visited destinations, an average of 74% of travellers intend to return.

Pablo Gómez observed that travellers in 2025 are looking for destinations that resonate on a personal level. He noted that leading countries succeed because they offer diverse experiences across an entire nation rather than within a single city, enabling visitors “to explore the full soul of a place.” The report presents a portrait of a traveller who is not merely crossing borders, but engaging with the world in a more intentional and human-centred way.