US, France, and Canada lead the world’s most-visited destinations of 2025

Holafly’s Global eSIM & Travel Report 2025–2026, revealed during World Travel Market (WTM) London, highlights shifting international travel patterns and reveals the destinations that drew the highest volumes of travellers this year. The study shows that 44% of travellers worldwide took at least one international trip in 2025, underscoring the continued rebound of global mobility.

The US retained its position as the world’s most-visited destination in Holafly’s ranking, despite softening growth compared with 2024. The US Travel Association reports that visitor numbers have not yet returned to pre-pandemic levels, falling from around 79 million international arrivals in 2019 to an expected 68 million in 2025. Still, the combination of iconic cities and vast natural landscapes gives the country “a magnetic pull that few destinations can rival”, according to the report.

France continues to rank among the world’s most culturally compelling destinations, while Canada stands out as one of this year’s strongest climbers, buoyed by demand for nature-driven, open-air experiences. In Europe, Italy and Spain remain perennial leaders thanks to their blend of lifestyle, heritage, and culinary appeal. Australia’s presence in the top tier signals sustained interest in long-haul, outdoor-oriented travel.

Meanwhile, Germany and the UK maintain their roles as cultural and economic anchors, with Japan captivating travellers drawn to its mix of tradition and cutting-edge modernity. Portugal, rounding out the top 10, reflects the rising popularity of destinations that offer warmth and authenticity.

A key trend highlighted in the report is a renewed appetite for discovery. According to Holafly, nearly every international traveller visited at least one new country in 2025, and 46.4% of all trips were first-time entries. Yet loyalty remains strong, with an average of 74% of travellers to the top 10 destinations planning to return.

“Travellers in 2025 are seeking places that feel meaningful,” said Pablo Gómez. “The destinations leading this year’s ranking succeed because they offer a mix of everything; the destination is no longer a single city but the entire country. Travellers take the opportunity to explore the full soul of a place.”

Holafly surveyed 10,440 respondents, evenly split between business and leisure/hybrid travellers, from 13 countries: South Africa, New Zealand, Mexico, Japan, Italy, India, Spain, Germany, Canada, Brazil, the US, Australia, and the UK.

At ITIC Global, experts discussed current and upcoming trends in travel and medical assistance services, including changing travel habits, new customer demands, and cashless network solutions.