top 10 tourist countries in the world 2023

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Most Visited Countries 2024

European countries, often rich in history, culture, beautiful beaches, and ocean views, attract the highest number of tourists.

France, leading in tourism for over 30 years, offers attractions like the Eiffel Tower and Disneyland Paris, drawing 38 million tourists to Paris alone in 2019.

Global travel and tourism, an $8.9 trillion industry in 2019, suffered a loss of $4.5 trillion and 62 million jobs in 2020, during the Covid-19 pandemic.

Global travel and tourism was an $8.9 trillion (US$) business in 2019 . Moreover, though the COVID-19 pandemic has reduced that number to roughly a quarter of its previous value, all signs point to tourism continuing to grow, expand, and evolve. Every country on Earth has something to offer international visitors, from the pyramids in Egypt to the rainforests of Brazil or the sidewalk cafes of Paris —but which countries attract the most visitors of all? Most of the countries with the highest tourism rates are located in Europe , whose rich history, architecture, and cultural influence make it an appealing destination for many travelers. Countries positioned on or near a body of water are also very popular, particularly those that offer a relaxed, low-key atmosphere mixed with beautiful beaches and ocean views.

Top 10 Countries Most Popular with Tourists (by number of 2019 visitor arrivals)

The most popular tourist destination in the world for more than 30 years, France offers a myriad of attractions: the Eiffel tower, countless world-class restaurants, the Musée du Louvre, the Palace of Versailles, the Notre-Dame cathedral, the beaches of the Côte d'Azur, and of course, Disneyland Paris. Moreover, the lushly beautiful countryside is full of storybook villages, mountains, vineyards, and the occasional castle. One can even view prehistoric cave paintings in Lascaux. Paris, France's capital, is the most visited city in Europe, receiving 38 million tourists in 2019.

Spain is another tourist destination overflowing with interesting attractions. Antoni Gaudi's Sagrada Familia cathedral and other works in Barcelona , the Guggenheim museum, the Alhambra and Generalife Gardens, Europe's largest aquarium (the lily-shaped L'Oceanogràfic), the beaches of Gran Canaria, and La Rambla in Barcelona. Spain is also home to El Teide, an ancient—but not entirely dormant—volcano, which visitors can hike around at the Parque Nacional del Teide on the Spanish island Tenerife.

England's capital city, London , attracts visitors with a wide range of sights including Big Ben, Westminster Abbey, the changing of the guard at Buckingham Palace, and the British Museum, which includes the largest collection of Egyptian artifacts outside of Cairo . Beyond London, England offers the mysterious Stonehenge, the Beatles' birthplace in Liverpool , the quaint beauty of the Cotswolds, the sci-fi botanical gardens of the Eden Project, and more. Speaking of more, the UK also includes three additional subdivisions. First is Scotland, with the charming city of Edinburgh , moody Loch Ness and Inverness , the scenic highlands, and the historic St. Andrews golf course. Next comes charming Wales and its castles, scenery, and capital city of Cardiff . Finally, Northern Ireland boasts attractions including Belfast 's bubbling nightlife, the glens and coastline of Antrim, and one of Europe's most compelling natural wonders: the Giant's Causeway.

The Mediterranean nation Turkey balances captivating man-made attractions such as Hagia Sophia mosque and Topkapı Palace with archaeological wonders such as the Biblical city of Ephesus, the fairy city of Cappadocia, and the desolate fallen splendor of Mount Nemrut. It also has more than its share of natural wonders, including the famous beaches at Ölüdeniz and Patara, the mineral pools at Pamukkale, and the Mediterranean coastline itself.

The South Asian country of Thailand is also known as the "Land of Smiles", and offers both modern comforts and wild adventure. Thailand's capital, Bangkok , receives over 20 million visitors every year. Popular attractions include the Grand Palace in Bangkok; beaches including Railay, Long, and Monkey beach; the ancient city Ayutthaya and ornate Buddhist wat Coi Suthep, and national parks including Khao Yai (where wild elephants roam) and the otherworldly Khao Sok.

The impact of COVID-19 on travel and tourism

The COVID-19 pandemic of 2020-21 had a devastating effect on the travel and tourism industry. According to a report released by the World Travel & Tourism Council , the pandemic cost the industry an estimated US$ 4.5 trillion in 2020, which resulted in the loss of 62 million tourism-dependent jobs. Data from the United Nations World Tourism Organization backs this up. Consider the following table:

International tourist arrivals (in thousands of visitors):

Compared to 2019, tourism dropped by approximately 74% in 2020, with a total of a billion fewer travelers over the course of the year--making 2020 the worst year on record for tourism. The UNTWO's own estimates registered a loss of US$ 1.3 trillion in lost revenues and 100-120 million jobs either lost or at risk.

The impact has been particularly damaging in countries that rely heavily upon tourism as part of their GDP. Lost tourism in Macau , one of China 's special administrative regions, led to a 79.3% drop in year-on-year gambling revenues , which caused overall GDP for 2020 to fall 43.1% compared to the previous year.

While tourism has picked up slightly in 2021, they still fall far short of the pre-pandemic numbers. Late 2020 projections were hopeful that the industry would be back on track by late 2021, but the ongoing nature of the pandemic has thwarted that optimism. As of late 2021, most estimates do not expect the industry to rebound to 2019 (pre-COVID) levels until sometime in 2023 at the earliest.

• Visitor totals are displayed in 1000s. For example, South Africa 's displayed total of 3886.6 equals 3,886,600 visitors.

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Fill your mind and soul: 2023’s 10 most visited countries in the world

The most visited countries in the world are where millions of travellers flock each year to experience rich cultures, iconic landmarks and diverse landscapes.

Countries like France, Spain and the US consistently top the charts for international visitors. In 2019, France alone welcomed nearly 90 million tourists , drawn to its romance, world-renowned cuisine and iconic landmarks like the Eiffel Tower.

Their popularity can be attributed to a combination of factors, including well-established tourism infrastructure, extensive marketing efforts and a wealth of attractions.

Famous landmarks, cultural festivals and historical sites attract travellers worldwide. These countries often benefit from great transportation networks, making them easily accessible.

As a traveller, exploring the most visited countries in the world provides an opportunity to immerse yourself in the diverse tapestry of global cultures, discover iconic landmarks and indulge in different cuisines.

That is, until the COVID-19 pandemic shut our borders.

The COVID-19 crisis has hit the tourism economy hard, with unprecedented effects on jobs and businesses. Source: AFP

How COVID-19 affected travelling

Before the COVID-19 pandemic, bustling airports and crowded tourist spots were a common sight, but the virus brought a sudden halt to global travel. According to the International Air Transport Association (IATA), global passenger traffic plummeted by 65.9% in 2020 compared to the previous year .

Lockdowns, travel restrictions and fear of infection created an unprecedented decline in tourism and business travel alike.

International students, once free to explore educational opportunities worldwide, faced uncertainty and disrupted plans.

The number of international students globally dropped by 8% in 2020, affecting the cultural exchange that these students bring to universities and countries.

Fast forward to the present, and the travel sector is undergoing a remarkable transformation.

With widespread vaccination campaigns and improved safety measures, the travel industry is experiencing a revival.

The World Travel and Tourism Council (WTTC) reported a significant rebound in global travel, predicting a 48.5% increase in international tourist arrivals in 2021.

Countries are easing entry requirements, and the aviation industry is witnessing a gradual return to pre-pandemic levels.

For international students, this means a renewed opportunity to pursue education abroad.

The United Nations Educational, Scientific and Cultural Organisation (UNESCO) reported a steady rise in the enrollment of international students.

As the world reopens its borders, the dreams of studying in foreign universities are once again becoming a reality for students worldwide.

And bringing back to life the biggest question for international students: which are the best countries to study abroad?

The list of most visited countries in the world — and the opposite — may hold some answers.

Least visited countries in the world

Venturing off on the road not taken can lead you to some of the world’s least visited countries, often hidden gems waiting to be explored.

According to  UNWTO, countries like Tuvalu, Nauru and Kiribati rank among the least visited countries in the world.

These remote nations often face challenges in terms of accessibility, with limited transportation options and fewer international flights.

Tuvalu, for instance, received only around 2,000 visitors in 2017 , and Nauru saw only 200 tourists the same year .

The most visited countries in the world boast the opposite features: many flights, easy transport links and many other great factors that draw millions of tourists every year — the same factors that can enhance your study abroad adventure.

People walk in village Royal place displays with Christmas decorations, in Paris, on December 15, 2023. Source: AFP

10 most visited countries in the world

France is the most visited country in the world, boasting over 72.4 million visitors. While Paris, its capital, is securing the second spot among the world’s most frequented cities. 

The allure of France is undeniable. Its history is shown through its castles and cathedrals, which tell tales of royalty that span centuries.

Idyllic villages and romantic cities are inviting for those who want to indulge in markets, the quintessentially French café terraces and the timeless ritual of enjoying a coffee and croissant.

Beyond its architecture, France is known for its outdoors. This includes Corsica’s forests and the French Riviera’s sun-soaked shores.

The country’s reputation as a global favourite isn’t solely because of its scenic beauty but also its delectable cuisine. 

French food is celebrated worldwide for its unique and delicate flavours and presentation. From Michelin-starred restaurants to charming cafes, France provides a gastronomic journey defined by the world’s best wines, pastries and classic fine dining dishes.

Many international students are also drawn to France due to the many educational opportunities.

With esteemed institutions, a vibrant cultural scene and friendly visas , studying in France is a top choice for many.

The country’s educational system is renowned for its quality, allowing students to immerse themselves in the French language and culture. 

People walk past a newly installed mural of the late Supreme Court Justice Ruth Bader Ginsburg in Manhattan’s East Village on November 19, 2020 in New York City. Source: AFP

The US remains one of the most visited countries in the world, enticing visitors with its diverse blend of metropolises and small-town charms.

D espite a projected decline in visitor numbers from 50.9 million in 2022 to 41.8 million in 2023, according to WTM data, the allure of the American Dream is still strong.

From the iconic skyline of New York City to the glitz of Las Vegas, the cultural melting pots of Los Angeles and Chicago, and the historical charm of Boston, American cities are vibrant, ever-evolving spaces that offer many cultures and cuisines.

I ts landscapes also add to its popularity, with attractions like the Grand Canyon, Yellowstone National Park and the lush rainforests.

Apart from being a sought-after travel destination, the US is also a hub for international students seeking quality education. From Harvard to Berkeley, renowned universities and colleges offer a wide array of academic and research opportunities, with no shortage of immersions in American life. 

Spain is one of the most visited countries in the world, with millions of visitors each year coming to see the country’s beautiful beaches, historical landmarks, and cultural attractions. Source: AFP

3. Spain 

Spain is the embodiment of passion and a good life. In 2022, Spain hosted over 71.6 million international visitors, and this year, it remains one of the most visited countries in the world, with over 70 million visitors. 

The country boasts a trove of captivating attractions. Antoni Gaudi’s masterpieces like the Sagrada Familia and Park Guell in Barcelona, the awe-inspiring Alhambra, the serene El Retiro in Madrid and the Guggenheim Museum in Bilbao are just a sampling of the country’s cultural riches. 

Spain has become a hotspot for international students seeking educational opportunities. With a range of universities offering diverse programmes in English and Spanish, students from around the world are drawn to the quality of education and the cultural experience Spain provides.

According to UNESCO, Spain is one of the top destinations for international students, with many enrolled in higher education institutions. The opportunity to immerse oneself in Spanish, explore centuries-old libraries and museums and engage in a vibrant student life contributes to the country’s appeal.

People are seen on a ferry across the Huangpu River in Shanghai on December 10, 2023. Source: AFP

4. China 

China, standing as one of the most visited countries in the world, has an appeal beyond politics.

Historically, China boasts a legacy predating many nations, with universities established before schools even existed in England.

T he iconic attractions contribute to China’s popularity, including the majestic Great Wall, the Terracotta Warriors in Xi’an and the modern skyline of Shanghai. 

Beyond the bustling cities, inner China has wonders such as Chengdu, Sichuan Province, Guilin and the island oasis of Hainan.

While currently many of its tourists come from other Asian nations, China’s tourism landscape is expected to change, and efforts to streamline the tourist visa process would undoubtedly contribute to this transformation.

China has become popular for international students with a growing number of top-ranking universities.

According to the Ministry of Education of the People’s Republic of China, over 500,000 international students have recently enrolled in Chinese universities. 

Whether you prefer a classic margherita or pepperoni, Italy is the place to be for all pizza lovers. Source: AFP

5. Italy 

Next on the list of most visited countries in the world is Italy. It is the epitome of culinary delights, rich history and artistic treasures. This comes as no surprise with cities like Rome, Florence, Venice, the Amalfi Coast and the picturesque island of Sicily.

The charms of Italy lies not only in its delicious cuisine of pizza, pasta, and wine but also in its cultural significance and beauty. 

Despite a slight dip in numbers to 25.9 million visitors this year, Italy remains a top destination in Europe and globally.

Whether exploring the ruins of Pompeii, strolling through Tuscany’s vineyards, or marvelling at St. Peter’s Basilica, Italy offers an enriching experience.

Italy hosts some of the world’s oldest and most prestigious universities.

Here, t he chance to study art, history, fashion, and architecture in the very landscapes that inspired the masters of these disciplines is a dream come true for many.  

Thanks to its compelling cuisine and beautiful architecture, Turkey was one of the most visited countries in the world. Source: AFP

6. Turkey 

Turkey is one of the most visited countries globally, luring travellers with its unique charm and diverse attractions. It has fairytale-like hot air balloons of Cappadocia, the cascading waterfalls of Pamukkale and the ancient marvels of Ephesus.

Endless beach resorts, including the stunning Mediterranean coastline, as well as culinary delights such as spiced kebabs, oil-cooked vegetables, and baklava increase Turkey’s appeal. 

Every year, more than 250,000 international students join its 207 universities. They come through both the Erasmus+ scheme and international partnerships with universities.

The lifting of hot air balloons during the third day of the 21st International Hot Air Balloon Festival in Leon, Guanajuato state, Mexico, on November 19, 2023. Source: AFP

7. Mexico 

Mexico, welcoming nearly 40 million visitors this year, is one of the most visited countries in the world.

Of those who travel here, they can see that the Mexican spirit is unlike any other. 

Mexico’s diverse landscapes, including eye-catching jungles, volcanoes, deserts, and coastlines, offer adventures for both hikers and divers, from scaling Oaxaca’s mountainous ridges to diving deep into the Caribbean.

Mexico’s street tacos, enchiladas and guacamole create a tantalising journey for your taste buds.

The country’s festivals, from Dia de los Muertos to vibrant local fiestas, add a festive spirit to your exploration.

It also stands as an increasingly popular destination for international students. Over 70,000 international students have chosen Mexican universities, drawn by the academic quality , affordable tuition and the chance to immerse themselves in the Spanish language and Mexican culture. 

People enjoy a drink at a bar along the popular tourist and nightlife strip Khao San Road in Bangkok. Source: AFP

8. Thailand 

Thailand is one of the most visited countries in the world, drawing 27.5 million visitors this year. The appeal of Thailand lies in its multifaceted charm – from having the best food in the world, pristine landscapes and endless beaches to friendly people and a cost of living that won’t break the bank. 

The vibrant atmosphere of Bangkok, the laid-back beauty of Koh Samui, the stunning landscapes of Phang Nga, and the breathtaking scenery of Krabi are all appealing in many and various ways.

Thailand’s nightlife, shopping, scrumptious street food and numerous UNESCO World Heritage Sites, including ancient structures and dense forests, make it a perennial tourist favourite. 

Beyond drawing toursits, Thailand is becoming an increasingly popular destination for international students. The country’s universities offer a range of programmes in English, providing the opportunity to study in a tropical paradise.

The affordability of living expenses and the opportunity to experience Thai hospitality firsthand make Thailand an attractive choice for those seeking academic growth.

People enjoy the sunset on the Admiralsbruecke in Berlin’s district of Kreuzberg. Source: AFP

9. Germany 

Germany, nestled at the heart of Europe, is one of the most visited countries in the world, boasting a rich tapestry of cultural, historical and natural wonders. The country’s allure is thanks to its 6,800 museums, including the Städel Museum, preserving 700 years of art history and many magnificent castles and palaces like Neuschwanstein Castle. 

With 16 natural landscapes, including the Black Forest Natural Park and Harz National Park, Germany attracts nature enthusiasts from around the world. Despite a dip in visitor numbers from 28.5 million to 19.8 million in 2023, Germany is still a popular destination.

Germany also stands out as a hub for education, attracting international students seeking academic excellence. The country boasts numerous universities known for their research output and high-quality education. The opportunity to pursue programmes in English, coupled with the absence of tuition fees in many public universities, adds to the appeal. 

10. United Kingdom 

Welcoming over 31.2 million visitors in 2020, with a projected increase to 37.5 million by the end of 2023, the UK is one of the most visited countries in the world. The UK’s popularity is attributed not only to its rich historical and cultural heritage but also to its exceptional Christmas markets, festivals and diverse attractions.

From Buckingham Palace to the lush green countryside, the UK has so much to offer. It is more than just London, with cities like Glasgow, Birmingham, Cardiff, Leeds, Edinburgh and Manchester just as exciting as its capital.

On the higher education front, the UK’s universities need no introduction. With esteemed institutions like Oxford, Cambridge and Imperial College London, the UK is home to some of the world’s brightest minds tackling the grand challenges of the 21st century.

That, and the diverse range of programmes, the opportunity to learn English in an immersive environment, and the cultural vibrancy of cities like London make the UK a sought-after destination for those seeking a great study abroad adventure.

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NEWS... BUT NOT AS YOU KNOW IT

The most visited countries in the world in 2023 have been revealed

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When scrolling through all the enviable travel content on social media , does it seem like everyone is venturing to the same locations? Well it turns out you’re not imagining things.

Just like fashion , makeup and life hacks , we’re all easily influenced and after spotting a pal or content creator having the best time in a particular locale, why not go there yourself?

This is more evident than ever while looking at some of the travel trends of 2023, and the figures show that some countries are drawing in a lot of visitors compared to others.

Data from World Travel Market’s latest Global Travel Report reveals all there is to know about the most in-demand countries in the world. Let’s take a look.

5. United Kingdom

Starting off on home shores, the UK is forecast to have welcomed 37.5 million visitors by the end of 2023.

Although many of us who live here complain about the weather, the UK has bunch of incredible locales, from big cities to quaint villages and coastal towns. Just take a moment to think about all the attractions we travel under while on the tube everyday.

Outside of the Capital, Liverpool hosted the 2023 Eurovision Song Contest on behalf of last year’s winners, Ukraine, which surely helped us clinch the fifth spot.

4. United States

The United States is as popular as ever, with another year of millions embarking on a trip of a lifetime in the country. The number of holidaymakers selecting somewhere in the States for their vacations (see what we did there) will hit 41.8 million by the end of 2023, making it the fourth most-visited country in the world.

Those who have visited the US will know that each State has its own culture, and given that it is the third largest country in the world in terms of size, visitors are treated to everything from bustling cities, gorgeous mountain ranges and national parks , deserts and beaches.

There has been monumental growth in terms of visitors making their way to Turkey this year.

Known for being a conjecture between Asia and Europe, the country is renowned for its food, culture and architecture. The Aegean Coast is also located here and is considered one of the most gorgeous coastlines in the world, while history buffs may choose to embark on a trip towards Derinkuyu, an ancient multi-level underground city which could host 20,000 people near the modern town of Derinkuyu in Nevşehir Province. 

In 2022 there were 50.5 million visitors who went to Turkey and this year the country welcomed 45.5 million.

The European hotspot has historically been one of the most popular countries to visit in the world and this year was no exception, having welcomed 70 million people already.

There are golden beaches and delightful cities and towns to see, like Madrid, Barcelona, Seville, Granada. If you find yourself strutting through the streets of Barcelona, be sure to go to the steps at Parc Güell: these are the very same steps the Cheetah Girls strut down in the 2006 film and recreating this scene is a massive trend on TikTok. There are also diverse landscapes for your eyes to feast on, from mountains and volcanoes to wetlands and deserts. 

In top spot was France, which is associated with delicate pastries, berets and world-class art.

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So far in 2023, 72.4 million people have visited, with the most popular destination being the capital city, Paris. Tourists will want to get their snaps underneath the Eiffel Tower, have a tête-à-tête with the Mona Lisa at the Louvre, gawk at the sheer magnificence of the Notre Dame and sashay down the Champs-Élysées, ideally with a few shopping bags in hand.

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• Regional Support Office for Asia and the Pacific (RSOAP)
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• SUSTAINABLE TOURISM OBSERVATORIES (INSTO)

According to new data from UNWTO , more than 900 million tourists traveled internationally in 2022 – double the number recorded in 2021.

Tourism recovery is foreseen to continue throughout 2023 even as the sector faces economic, health and geopolitical challenges. The recent lifting of COVID-19 related travel restrictions in China, the world’s largest outbound market in 2019, is a significant step for the recovery of the tourism sector in Asia, the Pacific, and worldwide. 

All regions enjoyed significant increases in 2022 over the previous year, and are well on their way to seeing pre-pandemic tourist arrivals.

The resumption of travel from China is likely to benefit Asian destinations in particular. However, the choice of destinations will be shaped by the availability and cost of air travel, visa regulations, and processes, as well as COVID-19-related restrictions. Current travel restrictions can be found in the UNWTO/IATA Destination Tracker .

Based on UNWTO’s scenarios for 2023, international tourist arrivals could reach 80% to 95% of pre-pandemic levels this year, with Europe and the Middle East expected to reach those levels. However, important risks remain ahead, especially economic and geopolitical.

According to the latest survey of the Panel of Experts, the challenging economic environment including high inflation and interest rates, the spike in oil and food prices, as well as the fears of a global recession, continues to be the main factor weighing on the recovery of tourism.

An excerpt of the World Tourism Barometer issue for January 2023 is available here .

And updated information on destination tourism performance can be found on UNWTO’s Recovery Tracker .

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25 breathtaking places and experiences for 2023

Looking for your next adventure? You’ll find it on our annual list of the world’s best destinations for travelers.

Travel inspiration is everywhere you look. The question is where to go next. Here’s our annual list of superlative destinations for the year ahead—places filled with wonder, rewarding to travelers of all ages, and supportive of local communities and ecosystems. Reported by our global editors and framed by five categories ( Community , Nature , Culture , Family , and Adventure ), these 25 destinations for 2023 are under the radar, ahead of the curve, and ready for you to start exploring.

Community: Where conservation benefits everyone

Discover Karpathos, Greece, a surprising and sublime spot in the Dodecanese Islands , where women-led ventures are leading the charge in sustainable tourism. Spend a long weekend in Milwaukee, Wisconsin , a vibrant Great Lakes city that celebrates its cultural community as much as its breweries. Experience how long-held traditions and contemporary perspectives intersect, with Indigenous tourism outfitters in Alberta, Canada . Board a new high-speed train that makes lesser known regions of Laos accessible to tourists and brings economic opportunities to locals. Head to Ghana to explore Black heritage and hang out with a fashion-forward crowd in the capital, Accra. ( Learn more about how these Best of the World destinations support their communities. )

Nature: Escapes to wild, beautiful places

Marvel at the biodiversity of Botswana —as well as the programs to rehabilitate endangered species, create wildlife corridors, and develop community-owned tourism projects. Linger in the   Scottish Highlands , where a rewilding movement is aiming to restore the original landscape and native flora and fauna. In Slovenia , a longtime leader in sustainable tourism, set off on new gastrotourism biking routes that visit farms, vineyards, cheesemakers, and other food producers. Big Bend National Park   brings to life the frontier legend of Texas—but the landscape will also surprise you. In the Azores ,   applaud   award-winning sustainability programs that conserve the natural wonders of this volcanic archipelago known for whale watching and thermal springs.   ( Delve into our best destinations for nature lovers. )

Culture: Places where history and heritage rule

Visit King Tut’s new home in Egypt at Cairo’s Grand Egyptian Museum and see Luxor’s Avenue of the Sphinxes. Tap into the creative energy of Asia’s top film festival and sip craft beer in Busan, South Korea , the nation’s second largest city. Make a pilgrimage through history along Italy’s Appian Way , Europe’s ancient “superhighway.” Explore culture and history—with a side of Low Country cuisine—at the International African American Museum in Charleston, South Caroli na . See one of the world’s largest assemblages of stone statues at Longmen Grottoes , a UNESCO World Heritage site in Henan Province, China.   ( Here’s how to visit these Best of the World destinations .)

Family: Inspiring journeys for all ages

In Switzerland , ride the rails to quaint Alpine towns for chocolate, hiking, and skiing. Help save the turtles in Trinidad & Tobago , one of the most important leatherback turtle rookeries in the world. In San Francisco, California ,   gather around a campfire with Golden Gate views at Presidio Tunnel Tops and hike the urban Crosstown Trail.   Go birdwatching in the avian paradise that is Colombia , the enchanted land of Disney’s Encanto.   Visit the playing grounds of a storied soccer team in Manchester, England —and be inspired by the city’s art scene as well.   ( Explore more of these family-friendly destinations .)

Adventure: Adrenaline-pumping outdoor excursions  

Trek to Choquequirao, Peru ,   an isolated Inca site that’s under the radar—but soon to be more accessible. In New Zealand , the country that invented bungee jumping, rekindle your sense of adventure post-pandemic. Get your adrenaline rush in less visited areas of the popular adventure state of Utah . In Austria , hike the cross-country Bergsteigerdörfer network of mountaineering villages to sample local culture. Finally, add Revillagigedo National Park, Mexico , to your itinerary. Its protected waters, supported by National Geographic’s Pristine Seas initiative, hold one of the largest aggregations of sharks and manta rays in the world.   ( Dive deeper into these adventure trips. )

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clock This article was published more than  1 year ago

The top travel destinations for 2023, according to experts

Italy will be hot again next year, along with a re-opened Asia, sunny beaches and the Mountain West

At the beginning of 2022, the outlook for travel felt uncertain. A new coronavirus variant had tripped up society again, and it was still a roll of the dice to plan a vacation — let alone take one. But once the omicron wave waned, travel roared back with a vengeance: Testing requirements fell, borders opened and it seemed as if every other person you knew went to Europe.

As we begin 2023, all signs show the collective appetite for travel remains huge, despite inflation and recession concerns. Industry experts are forecasting certain 2022 trends will carry over in the new year, such as people taking longer trips, going on more of them and spending more to take them.

Julia Carter, founder of Craft Travel , says her typical client would usually book one big trip a year. Now, two or even three are the norm, with one person already locked in for four major trips: Morocco, Switzerland, Botswana and a tiger safari in India. For Brittany Campbell, owner of Bucket List Holidays , most clients are booking trips for at least 10 days, and some as long as 32.

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A notable change in the new year is a willingness to book long in advance again, even as far out as 2024 for clients of Susan Blume at Personal Escape Travel . That may be because more people are interested in taking bucket-list trips, which require more planning. Or it could be because many people couldn’t get what they wanted in 2022 thanks to high demand for travel, says Liz Einbinder, spokesperson for the biking and hiking tour company Backroads .

So where are people going in 2023? We asked dozens of travel advisers, tour operators and booking platforms to find out. Some of our findings won’t surprise you — “Europe is still very hot,” says Alisa Cohen, founder of Luxe Traveler Club — while other breakout destinations might. Zambia, anyone?

The absolute, undisputed most popular destination for 2023 is Italy. And if you thought everyone went in 2022, buckle up.

Fulvio De Bonis, president and co-founder of Imago Artis Travel , says they’re bracing for “way more” business in 2023.

De Bonis puts Italy travel trends into three categories: people, nature and sports. Travelers want to meet interesting locals, such as chefs or fishermen. They want to see beautiful places by going foraging in the mountains near Lake Como, for example, or hitting the beach. And they want to have exciting sports experiences , maybe by catching a soccer game or touring a team’s training facilities.

Shayna Mizrahi, founder and CEO of Vive Voyage , says her clients are also highly interested in connecting with Italian culture through cooking classes, boat excursions and artisan workshops.

For private tour operator Access Italy , the Amalfi Coast, Lake Como, Tuscany, Puglia and Sicily are clients’ most requested destinations. These classics are also the most popular for Imago Artis, but De Bonis notes that travelers want off-the-beaten-path experiences within these well-known places. They don’t just want to see Tuscany’s highlights; “there is a world outside of Florence,” De Bonis says, and travelers want to explore it.

Other European destinations trailing behind Italy next year (but still in hot pursuit) are Greece, Portugal and the United Kingdom.

Our best Italy travel advice:

• Everything to know about traveling to Italy
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• A local’s guide to Rome

As the last region in the world to reopen during the pandemic, East Asia is expected to have a banner year for tourism, with Japan poised to be the fan favorite.

Although people want to go to the “Golden Triangle” — Tokyo , Kyoto, Osaka — Mike Salvadore, a travel agent with Travel Leaders, recommends adding a stop to see Japan beyond its best-known cities, such as mountainous Sapporo in the north or beachy Okinawa in the south.

If you’d like to go during cherry blossom season, you may be out of luck. Jeff Krevitt, vice president of marketing for the Americas for Inside Travel Group, which owns InsideJapan Tours , notes that this will be the first spring since 2019 that the country will be open to international travelers, so big crowds can be expected.

For a cheaper alternative with more availability, Rani Cheema, chief executive and travel curator at Cheema’s Travel , recommends traveling to South Korea to see the flowering cherry blossoms this spring instead.

Our best Japan travel advice:

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Southeast Asia

Behind Japan, Southeast Asia is also high on travelers’ wish lists, with Thailand, Bali and Vietnam at the top.

The travel subscription service VIP Traveler has seen a 200 percent increase in interest in Bali, perhaps following Indonesia’s newly launched digital-nomad visa .

It could also be that Bali appeals to the growing number of travelers interested in trips focused on wellness. Salvadore says most of his clients want to go to Ubud, Bali’s lush jungle town near the center of the island. But some have been open to suggestions to try the lesser-visited eastern coast or northwestern Bali, “which is a little bit more secluded but also really beautiful,” Salvadore said.

Our best Asia travel advice:

• Asia is slowly reopening to travelers. Here’s where you can go.
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The Caribbean

A perennial sunshine-filled favorite that tends to be easy for Americans to reach, the Caribbean will remain sought-after in 2023.

“A lot of people will go to the typical places like the Dominican Republic or Jamaica or the Bahamas,” Salvadore said, but eastern Caribbean countries are some of his favorites, such as Barbados, Saint Lucia, Anguilla, Antigua and Grenada.

Our best Caribbean travel advice:

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Jonathan Alder, owner of the luxury travel company Jonathan’s Travels , has booked more Egypt trips for clients in the past two years than he has over the entire decade, and requests are picking up speed in 2023. “We’ve had one after another after another after another,” he said.

Some of the renewed interest may be attributed to the anticipated opening of the Grand Egyptian Museum, says Jasmine Padda, Egypt destination expert for Kensington Tours . She also pointed to the increase in major cruise lines adding sailings in the region.

Carolyn Addison, head of product for the luxury travel company Black Tomato , credits Egypt’s trending status to people who want to check classic trips off their bucket lists.

“We have lots of people who are like: ‘I’ve always wanted to see the pyramids. I’ve always wanted to cruise the Nile,’” she said.

The American West

Jen Moyse, VP of product for the travel app TripIt , says that although international travel is having a moment, Americans will continue to return to iconic cities at home that are still rebounding from the pandemic.

Of the Top 5 most booked domestic destinations on the travel booking platform Hopper , four are out west: Las Vegas, Denver, Los Angeles and Phoenix.

For Skyscanner bookings, Las Vegas and Los Angeles took the top spots for most booked flights in the new year, with San Francisco, Honolulu and Denver also making the Top 10.

The vacation rental platform Vrbo says demand for homes in western U.S. destinations is on the rise, as customers look for trips in the great outdoors.

Our best travel advice on the American West:

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Mexico has been breaking tourism records throughout the pandemic and will return as a powerhouse destination in 2023. Its most popular and easy-to-get-to beach destinations are major contributors to that success.

“People are welcoming that beach vacation,” Cohen said. “They want to go to Mexico and just relax.”

Cancún, on Mexico’s Caribbean coast, is the most booked international destination next year for Hopper, Skyscanner and the airfare search engine Skiplagged . However, demand for cultural capitals will also continue to rise.

Oaxaca is the second-most popular destination for the travel company Modern Adventure, and Mexico City ranks high as well.

Our best Mexico travel advice:

• 6 Mexico vacations that check every travel style
• Where to drink natural wine in the heart of Mexico
• A local’s guide to Mexico City

Another carry-over from 2022, Costa Rica is attracting travelers — including families, honeymooners and retirees — with its abundance of affordable flights, outdoor adventures, wildlife and coastline.

For customers of travel planning company Zicasso , the most sought-after places to visit are Arenal, Manuel Antonio, Monteverde, Tortuguero and the Osa Peninsula, which lines up with our expert recommendations .

The most booked 2023 itinerary for Road Scholar, a group tour company for senior travelers, is a Costa Rica vacation that hits many of those places, as well as Punta Leona, on the central Pacific coast, and Sarapiqui, a renowned birdwatching region in Costa Rica’s Caribbean lowlands.

The Galápagos Islands

Another dream trip becoming a reality for travelers in 2023 is the Galápagos Islands. The biggest seller for Astonishing Travel owner Heidi Bocianowski, the Pacific Ocean archipelago appeals to people who want to see something new every day, including black lava rock, red sand and rare wildlife.

Brian Tan of Zicasso says customers are keen on combining a trip to the Galápagos with other South American highlights.

That may be Patagonia, which has been “by far one of the most popular destinations” for Craft Travel founder Carter. It helps that travelers can once again cross between Chile and Argentina by road. Carter has been planning combination trips for clients to Torres del Paine National Park on the Chilean side, with the charming villages of El Calafate and El Chaltén on the Argentinean side.

7 travel mistakes to avoid in 2023

African safaris

Keeping with the once-in-a-lifetime theme, Brian Pentek, owner of LuxeLife Travel , says “Africa is huge” for his clients.

Most are going in multigenerational groups who use the trip as graduation presents or family reunions. They may be going to Cape Town, South Africa, as well as Botswana (for game reserves) or Rwanda for gorilla trekking.

In addition to safaris, Salvadore incorporates ways for his clients in Africa to experience local culture, check out the food and drink scenes, and enjoy bush camping instead of staying in luxury lodges. In 2023, he’s sending travelers to Zimbabwe, Kenya, Tanzania and Zambia, a country listed as one of the top up-and-coming travel spots in a summary compiled by Scott Dunn luxury travel planners.

The most booked destinations for Niarra Travel also include South Africa, Victoria Falls (which sits on the border between Zambia and Zimbabwe) and Kenya, while trips to the Serengeti in Tanzania dominate reservations for Deeper Africa . One of the company’s owners, Karen Zulauf, said she has noticed upcoming travelers are more interested in adding active excursions, such as “walking safaris, mountain biking, horseback riding, you name it.”

For those who have already done a traditional safari vacation, Carter recommends Namibia, a country seeing a resurgence in interest, where travelers can go on self-driving road trips (vs. ones with a guide) between eco-lodges or take small planes to some of the world’s most remote places, such as the Skeleton Coast and Hoanib Valley.

Gorillas are Rwanda’s main attraction. Dian Fossey would hate that.

Even before the North African country drew international attention in the World Cup, Morocco was emerging as a major travel hot spot. It’s the most booked country for Intrepid Travel , and “we expect Morocco to continue to be incredibly popular in 2023, given the increase in flights into the destination and the ability to get out and have great experiences in one-week, 10-day or two-week itineraries,” said the company’s CEO, James Thornton.

That’s also true for Modern Adventure. Liz Boudreau, vice president of experiences for the company, says it has had a 53 percent increase in bookings compared with 2022.

If you’re worried about your travel budget, consider visiting as a work exchange volunteer, like Washington Post reporter Andrea Sachs tried in Fez.

Small cruises

Cruises are making a strong comeback, even for travelers who might not consider themselves cruise people. But instead of taking megaships, they’re looking for smaller options operating expedition trips (think Antarctica and Alaska) or luxury voyages, mainly river cruising in Europe and Egypt.

For destinations with the highest interest, such as Portugal, Emma Cakmak, owner of the cruise-focused company A Passport to Travel , is warning clients that May through September is practically sold out across all the top cruise lines, although there’s some availability in low-end stateroom categories.

If you’re striking out, keep shopping around. As they notice demand climb, some cruise lines seem to be “bringing on significant capacity as they move into” 2023, said Priceline CEO Brett Keller.

Our best cruise advice:

• One side effect of cruise covid rules: Norovirus has plummeted
• CDC stops reporting coronavirus cases on cruise ships
• Virgin Voyages gets its sea legs

An earlier version of this article incorrectly identified Susan Blume as Stephanie Blume. The error was updated.

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Bad behavior: Entitled tourists are running amok, defacing the Colosseum , getting rowdy in Bali and messing with wild animals in national parks. Some destinations are fighting back with public awareness campaigns — or just by telling out-of-control visitors to stay away .

Safety concerns: A door blew off an Alaska Airlines Boeing 737 Max 9 jet, leaving passengers traumatized — but without serious injuries. The ordeal led to widespread flight cancellations after the jet was grounded, and some travelers have taken steps to avoid the plane in the future. The incident has also sparked a fresh discussion about whether it’s safe to fly with a baby on your lap .

The 10 most visited countries in 2023: France, Spain and Türkiye are top three so far

Sarah Pollok

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Certain locations have been more popular than others post-pandemic.

If, after scrolling through social media, it seems like everyone went to the same few destinations, that hunch may be correct.

After the worst year on record for the tourism industry globally, travel is back but, as was the case pre-pandemic, some countries are receiving more than their fair share of international visitors.

Here are 10 of the most visited countries in 2023, according to data from World Travel Market’s Global Travel Report 2023 and other national tourism bodies.

For context, New Zealand had about 1.41 million international visitors in 2022 and has already had 2.17 million visitors this year.

In 2022, France welcomed an impressive 79.4 million visitors in 2022, and this year has already hit 72.4 million, making it not only the most visited country in Europe, but the world.

Read More: France: How to plan a visit

Right behind is Spain, which has often wrestled with France for the top spot. In 2022, Spain had 71.6 million international inbound visitors and this year it has just passed 70 million.

A surprising addition is Türkiye, which has seen monumental visitor growth compared. In 2022, 50.5 million people visited and currently, the country has had 45.5 million visitors this year.

Read More: Why more people are visiting Turkey in 2023

United States

Visitor numbers are likely to be lower in 2023 than 2022 for the US according to WTM data, dropping from 50.9 million to 41.8 million in 2023. However, it remains one of the most visited countries in the world.

United Kingdom

Meanwhile, the UK also remains a firm favourite, welcoming 31.2 million in 2020, with a forecast of 37.5 million by the end of 2023.

Despite deadly wildfires that ripped across much of the country in July and August, the beloved Mediterranean spot has held steady with 27.8 million visitors last year and 27.5 million this year. This is no doubt thanks to its reputation as an idyllic summer holiday spot.

Read More: How to plan the Greek island holiday that suits you best

In 2019, Thailand’s capital Bangkok reportedly beat Paris and London for the title of most visited city, with 22.78 million visitors. Yet the country was hit hard during the pandemic and Thailand had just 11.2 million visitors in 2022. Fortunately, this has shot back up and the Southeast Asian country has seen 27.5 million visitors pass through this year.

Some say 2022 was the year of Europe for many travellers, and Italy benefited, with 49.8 million visitors passing through. While numbers have tumbled to 25.9 million this year, it still remains one of the more popular spots in Europe and globally.

The Land of the Rising Sun gained a reputation during the pandemic for strict rules and impenetrable borders, which only opened in October last year. So, while it only saw 3.8 million visitors in 2022, people were clearly eager to return and the country had 20.7 million visitors this year.

Read More: Visiting Japan: 10 Things every traveller should know

Much like Italy, Germany also experienced a marked drop in visitor numbers from 2022 to 2023, falling from 28.5 million to 19.8 million. However, forecasts suggest the flow will rise again and the tourist industry will recover over the coming years.

Austria also had a successful 2022 and boasted 26.2 million visitors, attracted to to cities like Vienna and Salzburg. This number did drop in 2023, down to 16.5 million visitors.

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The 20 Best Countries in the World: 2023 Readers’ Choice Awards

By Nicholas DeRenzo

For years, we've asked our readers to tell us their favorite countries in the world via our annual Readers’ Choice Awards . Now in its 36th iteration, the list continues to capture the travel experiences our readers love best, from the best hotels in the world to the top airlines , cruises , islands , and luggage . This year, you traveled farther and deeper; seeking out remote properties; sailing on smaller, more intimate ships; and prioritizing destinations you’ve been waiting years to visit. At least that’s what a staggering 526,518 of you told us in our annual Readers’ Choice Awards survey. Now, you can use the results to decide where you’re going next. Here are the 20 best countries in the world, as voted by Traveler readers.

View this gallery as a full list of the top 20 countries in the world with scores here .

All eyes will be on Paris this year, as the city prepares to host the Summer Olympics. Following the reconstruction of Notre-Dame and this year's much-publicized battle with bedbugs , the City of Light is embracing the spirit of reinvention. That means playful design hotel openings , Dominique Crenn’s first restaurant in her home country, renewed efforts to clean up the Seine (with the goal of making it swimmable, no less), and a slew of French Asian artisans and chefs shaking up the cultural scene. Well beyond the confines of the capital, there are new adventures to discover, from the low-key surf scene in Hossegor to a buzzy African-inspired restaurant in Nîmes to a wave of modernist-tinged openings in the perma-chic French Riviera . And much, much farther afield, the overseas territory of French Polynesia made our list of the 24 best places to go in 2024 . The 118-island archipelago, which is reinvesting in its native flora and restoring coral, will play host to the Olympic surfing competitions this year.

19. Sri Lanka

This South Asian nation packs a wallop into a single teardrop-shaped island only slightly larger than the state of West Virginia: Think high-elevation tea plantations that are eye-vibratingly green, national parks where sloth bears and endangered elephants roam, and friendly surf towns that, if you squint, might remind you of Costa Rica or Nicaragua some decades years ago. (May we suggest Ahangama , with its indie-music venues, locavore cafés, and eco-boutiques?) And then there’s the capital city of Colombo , where you can shop for local spices, fly kites along the waterfront, or even charter a yacht. As Sri Lanka has worked in recent years to secure its spot as a global tourism contender, it has faced quite a few challenges, from the 2019 Easter Sunday bombings to the pandemic. Now, it’s looking to regain the trust of visitors with its trademark hospitality and warm nature—not to mention an ever-expanding roster of new hotels and resorts .

18. Austria

Vienna has long been a favorite stop on European grand tours, but despite the city’s Hapsburg-era pomp and splendor, it’s far from a dusty museum piece. Leaders recently announced plans to be carbon neutral by 2040, led by a hyperlocal culinary scene that has welcomed such innovations as a city snail farm and an urban collective that uses grounds from the city’s famed coffee house scene to grow mushrooms. Outside the capital, visitors still flock to alpine ski villages and jewel-box-like Salzburg , but other destinations are bubbling to the surface. Making our Hot List recently is The Cōmodo , an artfully repurposed 1960s health resort on the edge of the country’s largest national park in the mountain village of Bad Gastein. And, this year, the country celebrated its third European Capital of Culture—following Graz in 2003 and Linz in 2009—the spa town of Bad Ischl, where the healing salt waters have been attracting royalty and other elites since the early 1800s.

17. South Africa

South Africa has always been a favorite first stop on the continent for international travelers, and it’s becoming increasingly accessible thanks to new direct routes. But even if you’ve visited before, you might not recognize the place: Joining the illustrious ranks of the country’s famed safari resorts and wineries are a slew of new openings , including a revitalized weekend market in Johannesburg and buzzy beach clubs in the heart of Cape Town. Beyond the wildlife watching that has made South Africa a favorite destination for generations of safari goers, new adventures await around every corner: Take lessons with the country’s first Black African free-diving instructor, the mermaid-esque Zandile Ndhlovu ; retrace Viola Davis’s footsteps in the filming locations from The Woman King (South Africa stood in for the former West African Kingdom of Dahomey); or collaborate on your own bespoke African-print bomber jacket with local Joburg fashion designer Sebo Marobela .

Matt Ortile

Siobhan Reid

Kinza Shenn

Lauren Burvill

16. United Kingdom

Thanks to Brexit and a new monarch, it’s safe to say that the United Kingdom hasn’t seen such an intense period of transition since perhaps the Margaret Thatcher era. But despite the changes, most of the things we all know and love about the country are still intact, such as London’s dazzlingly diverse restaurant scene and its wide array of free museums (the National Portrait Gallery reopened its doors last summer after a three-year renovation). History is always being reimagined and remixed in these parts: Take, for instance, the landmark Old War Office, which has been transformed into Raffles London at The OWO , or the renovated 1511 Thornbury Castle , where you can now make like a Tudor-era noble and book an overnight stay. Up in the north of England, Yorkshire made it onto our list of the best places to go in 2024, thanks to its emerging culinary scene, and adventures await beyond the borders of England as well—foraging for mushrooms in Wales , tapping into maritime history in Northern Ireland , or hopping between swimmable tidal pools on the coast of Scotland .

15. Germany

With its fairytale castles , charming small towns , and festive Christmas markets , Germany has always loomed large as a tourist magnet, whether you’re exploring it by train, river cruise, or road trip . While the country may seem tradition-bound, it’s also not afraid of trying something new, which might mean immersive art shows taking over unexpected spaces in Berlin or a $120 million, high-tech medi-spa opening in the pastoral North Frisian Islands. There are new contemporary-art-filled places to stay , buzzy neighborhoods (like Munich’s meatpacking district, Schlachthofviertel ), and even an expanding fleet of ultra-eco-friendly, hydrogen-powered passenger trains that emit only steam and condensed water. Of course, the classics are just as beautiful as they’ve always been: When, for instance, you enjoy the healing thermal springs of Baden-Baden , you’re taking part in a millennia-old tourist tradition that dates back to the pre-Roman Celts.

14. Croatia

The secret’s out: This Balkan country may have been off-the-beaten path a decade or so ago, but it’s rapidly gaining in popularity, thanks to increased direct flights, an influx of cruises, and especially the popularity of Game of Thrones . Croatia is feeling the growing pains of its success, with spots like Dubrovnik and Split becoming every bit as overtouristed as Venice or Amsterdam, but there are plenty of areas around the country that reward exploration: dining at family-farm restaurants and sampling local olive oil in Istria , zipping around by speedboat off the coastline of Trogir , road-tripping through vineyards and oyster farms on the Dalmatian Coast , or sailing among the restful Kornati Islands , which are dotted with oak forests, centuries-old churches, and fortified villages. The result? What local Dalmatians call fjaka —that sweet feeling of doing absolutely nothing.

13. Iceland

Long celebrated as a rugged adventure outpost, Iceland is the kind of edge-of-the-world place where your trip just might be interrupted or postponed by a volcanic eruption or mini-earthquakes—but is worth the wait. These days, urban life is just as alive and exciting as the geothermal activity bubbling underground: Think pilgrimage-worthy restaurants (like Ox , a speakeasy-style tasting-menu spot), see-and-be-seen design hotels ( The Reykjavík Edition ), and a robust roster of new natural wine bars, cocktail lounges, and innovative food halls.

As the Golden Circle becomes increasingly crowded with international visitors taking advantage of IcelandAir’s “stopover” program , the country is gently nudging travelers off the beaten path. The relatively new Diamond Circle , for instance, weaves a 155-mile loop through northeastern Iceland, stopping at waterfalls, mud pits, lava caves, and hot springs. And in 2023, the fan-favorite Blue Lagoon —which boasts a Michelin-starred restaurant of its own, Moss —expanded its footprint with the new Highland Base Kerlingarfjöll , a cozy retreat in a part of the country’s rugged interior that’s so remote even many Icelanders haven’t stepped foot there.

12. Australia

We’ll never stop loving Sydney and Melbourne and the Great Barrier Reef , but the overarching theme for Aussie tourism in the past few years has been a resounding: “But there’s so much more out there!” There’s almost a passing of the baton going on among the country’s creative-minded cities: Way out west, Perth enjoyed its status as the country’s fast-growing boomtown, followed by Hobart, Tasmania , which welcomed a game-changing art museum and design hotel . Ready for its big close-up is Queensland’s oft-ignored capital city of Brisbane , which is newly accessible thanks to direct routes from the United States and will see such skyline-transforming additions as the Queen’s Wharf entertainment precinct (with a six-star Rosewood) and a $100-million performing arts venue. And when the first World’s 50 Best Hotels list was released back in September, Brisbane’s modernist-tinged The Calile ranked the highest in the region. On the exact opposite side of the country, Western Australia’s remote Kimberley region made our list of the world’s best places to go in 2024 , thanks to increased cruise itineraries to the area and the newly launched Aboriginal Cultural Expedition.

Istanbul has always sat at the crossroads of the world, where the thin ribbon of the Bosphorus divides Asia from Europe, and East from West. It's taken its position to new heights with a game-changing international airport that opened in 2019 and gained fandom among our readers for its modern design and impressive duty-free shopping zone. Returning visitors will find all the things they love about Istanbul still intact, from its minaret-filled skyline to its thrilling food scene , but there are plenty of fresh offerings, including a burgeoning contemporary gallery scene in artsy Karaköy . Farther afield, the Turquoise Coast attracts jet setters with its traditional hammams and party-centric resorts alike, while the surrounding Aegean region has seen an explosion of modern wineries amid its ancient ruins. And speaking of antiquity, there’s a brand new (yet very old) reason to head out east into Anatolia: In 2021, UNESCO inscribed the 8,000-year-old Arslantepe Mound on its list of World Heritage Sites.

10. Switzerland

With its cow-studded green valleys, snow-capped peaks, and glitzy ski resorts, Switzerland is the kind of place that most people think they know. But this country in the heart of Europe is worth another look. Take, for instance, its notoriously expensive largest city, Zürich , which never seems to get enough credit for its progressive outlook , oft-overlooked art and music scenes , and a skyline shaped by staggeringly diverse architectural voices, including Le Corbusier, Santiago Calatrava, and Shigeru Ban. Its Alpine ski towns, with big names like Verbier, Davos, and Zermatt, meanwhile, are expanding their offerings beyond the snow season: The Engadin Valley , home to St. Moritz, has become a warm-weather hot spot, with hundreds of miles of hiking trails, electric mountain bikes for rent, and all manner of adventure sports, including paragliding, kitesurfing, and even class-4 whitewater-rapids rafting through Giarsun Gorge. But, of course, the classics still sing. After tackling the country’s rugged terrain, you’ve earned a stay in the new Mandarin Oriental Palace, Luzern , a stunningly remade Belle Epoque grande-dame hotel originally opened in 1906.

Oslo has spent the past several years getting out of the shadow of its grander Scandinavian peers, like Stockholm and Copenhagen, with attention-grabbing openings like the Sommerro hotel and the new National Museum and buzzy districts like harbor-side Bjørvika , home to the new Munch Museum. But the capital city is a mere gateway for exploring the country and its fjord-filled coastline—recently recalculated as the second-longest in the world after Canada. This year, a must-visit stop is Bodø , the first European Capital of Culture north of the Arctic Circle, which will see a lineup of cultural events celebrating Sámi culture and the opening of a new hotel made almost entirely out of wood. For the best way to get around these parts, you can’t beat Hurtigruten , a historic coastal ferry company that also doubles as a pleasure cruise line, a cargo vessel, a mail ship, and an expedition outfitter. The beloved institution celebrated its 130th anniversary in 2023 by partnering with renowned Norwegian chefs like Halvar Ellingsen for boundary-pushing onboard menus (think reindeer tartar and elk bone marrow) and introducing new itineraries to Svalbard and the North Cape.

With a war between Israel and Hamas plunging the area into chaos and uncertainty, the region looks quite different than it did during the Readers’ Choice Awards voting process—and depending on where you're traveling, may need to be avoided until the situation on the ground changes. But before the latest conflict, Israel had been attracting travelers by investing in future developments while keeping an eye firmly on its past: Archaeologists, for instance, recently uncovered a 2,000-year-old synagogue in the ancient city of Migdal,; Tel Ashkelon, the largest Roman-era basilica in the Middle East, has also been undergoing restoration. In Jerusalem , a vibrant dining scene emerged, including in the winding alleyways of Machane Yehuda Market, while Bauhaus-rich Tel Aviv has added a slew of new hotel properties to its design-forward repertoire. As experts recently told readers in our update on the region , it’s best to postpone trips, not cancel them: “Do not give up on visiting Israel,” said Susan Weissberg from Wyllys Professional Travel. “It is the most fascinating country in the world, no matter what your religion is, and this too shall pass.”

7. Portugal

This Iberian Peninsula country has spent the past decade transforming from a budget-minded underdog destination to a major player that can rival the likes of Spain and Italy. From the start, even as it suffered under a forty-year authoritarian regime and a flailing economy, Portugal was brimming with delights that bordered on sensory overload: the intricate blue-and-white patterns of azulejo tiles, the intoxicating aroma of oven-fresh pastéis de nata, the mournful chords of live fado music , the bracing chill of a crisp vinho verde or the nectary sweetness of a port. With its jaunty yellow trams and hilltop São Jorge Castle, Lisbon is an easy-to-adore starting point for first-timers, but an increasing number of direct flights to Porto are inviting travelers to explore the second city’s contemporary cultural scene and must-try restaurants . And then? Portugal rewards repeat visitors with a choose-your-own-adventure that might include the terraced hillsides of the Douro Valley, the underrated wineries and burgeoning beach towns of the Alentejo region , the surfer havens of the Algarve , and the absurdly scenic hamlets scattered throughout. Now, thanks to new direct flights from the U.S., even the Hawaii-like volcanic landscapes of the Azores are right at your fingertips.

When the World’s 50 Best Bars list was announced earlier this year, the top spot went to an innovative Barcelona cocktail lounge called Sips , and it shared the top five with fellow Barcelona speakeasy Paradiso , which is hidden inside a pastrami shop in the trendy El Born district. If you’ve spent any time in the country, especially after nightfall, you probably already know this obvious fact: The Spanish know how to party, and they love to do it in style, from the sherry and flamenco bars of Andalusia to the beach clubs of bohemian Formentera to the tapas bars of Barcelona . In an ironic twist, some of the country’s most notoriously party-hardy spots are moving in the opposite direction, shedding their reputations for debauchery to become serious cultural hubs. A new generation of creatives in Mallorca , for instance, are getting back to the land, with homey design hotels and natural wineries, while a host of boutique hotels and Michelin-star restaurants in Marbella is enticing visitors to explore beyond the (admittedly gorgeous) beachfront and into the previously underrated Old Town.

5. New Zealand

Ever since Peter Jackson cast his home country as Middle-earth in the Lord of the Rings film franchise, visitors have viewed this island nation as a place of almost mythical beauty, from the crystalline mountains lakes and sweeping fjords to misty rainforests and geothermal valleys. Culturally diverse Auckland remains the most popular point of entry for international travelers, but new lodges and trails are making it easier than ever before to venture far out into the country’s vast wilderness. Among the most dazzling openings in recent years is Flockhill Lodge , a 36,000-acre high-country sheep station in the Southern Alps that now doubles as an ultra-luxe retreat, while other properties are finding clever ways to honor the land (such as regenerative farming ) and especially the country’s Māori heritage. And for something wildly unique, consider a flight on the world’s first winery airline, Invivo Air , which flies between Auckland and Queenstown and includes an eight-step wine tasting at 18,000 feet.

For American travelers, Ireland has always felt a bit like an old cardigan: cozy, easy, and comfortable—the kind of place you can take multiple generations of family members to trace your genealogical roots or to scope out centuries-old castles and fireplace-warmed pubs. But there’s also a decidedly youthful wind whipping across the Emerald Isle . The capital city is emerging as one of Europe’s most forward-thinking tech hubs, nicknamed Silicon Docks for the prevalence of tech giants and startups headquartered along the Grand Canal Dock. This infusion of big thinkers (with big wallets) has blown the dust off the island’s traditionalist culture. Now, in addition to crossing Trinity College’s Long Room off your bucket list, you might also find yourself foraging for nettles and pears with Takingaleaf founder Miceal Murray or sipping whiskey at Teeling, the first new distillery to open within the city in more than 125 years. Beyond the capital, Ireland is dotted with remote hotels and Airbnbs that allow you to spend the night everywhere from an island lighthouse in County May to a Scandi-chic cabin in County Monaghan. And if you’re in the mood for something farther afield, it doesn’t get much more rugged than the Aran Islands, the filming location and inspiration for The Banshees of Inisherin .

Greece is attracting record-breaking tourist numbers, and the crystal Aegean waters are beckoning us back to some of your favorite islands in the world: postcard-perfect Santorini , mythology-steeped Mykonos , and massive Crete , with its reemerging viticultural scene. That roster of dreamy islands is ever-expanding, with more and more visitors venturing out to under-the-radar Paros , car-free Hydra , blissfully secluded Zakynthos , beach-filled Ios , and wild, windswept Tinos . And be sure not to ignore Athens . As it rebuilt itself after a paralyzing debt crisis, the ancient city leaned into a scrappy, creative energy that has yielded forward-thinking restaurants, avant-garde galleries, and hip hotels that rank Athens among Europe’s unexpectedly coolest capitals. And for those really looking for an adventure—albeit a slow one—consider a journey into Zagorohoria , a collection of 46 traditional stone villages scattered around the Pindus Mountains in Greece’s rugged northwest. Here, you’re likelier to encounter truffle hunters, bubbling hot springs, and monasteries with Orthodox frescoes than sun-seeking partiers.

As Stanley Tucci’s popular CNN travelogue proved, there aren’t enough days in the year to uncover all the dolce vita that Italy has to offer. Beyond the hotspots in Florence , Venice , Milan , and Rome , the country is blessed with seemingly infinite villages and underrated cities to explore and fall in love with. Palermo’s stunningly restored Villa Igiea , for instance, brought the glitterati back to Sicily , which is still riding high off its role in HBO’s The White Lotus , while Bergamo and Brescia —two former rivals who were epicenters of the early pandemic—put aside their differences to jointly hold the title of 2023 Italian Capital of Culture. Of course, one of Italy’s enduring legacies is its world-renowned cuisine, which the government has officially nominated for inclusion on the UNESCO Intangible Cultural Heritage list. And you don’t have to look far to see what all the fuss is about: Italy is a food lover’s paradise, where you can immerse yourself in the millennia-old Jewish cuisine of Rome, take part in a transformative cooking class in Tuscany , or try something completely new-to-you (like torta al testo ) in landlocked Umbria .

Japan was dealt a bad hand, when its turn at the Summer Olympics fell during an international pandemic. And though they were much-delayed, the Games reminded viewers worldwide what they loved—and missed—about the island nation: the traditions, the design culture, the futuristic innovation. Now that the country has reopened for visa-free tourism, you’ll still find the incredible restaurants , the ultra-relaxing onsens , the Shinto temples, the cherry blossoms, and the impeccably clean and efficient high-speed trains , which run along some of the most scenic rail routes in the world. But there’s always something new popping up in this whizz-bang nation of the future. A buzzy gin scene ? Sure. A hilltop castle from 1599 where you can book overnight stays? Check. Oh yeah, and new galleries and exhibits on Naoshima Island , ultra-stylish glamping resorts , and a growing roster of sushi bars helmed by female chefs —still a major rarity in this tradition-bound country. And now there are fantastic excuses to venture far out to the country’s extreme north and south: New UNESCO World Heritage designees include the Jomon Prehistoric Sites in the north and a chain of islands in the archipelago’s southwestern stretches that are entirely uninhabited by humans and filled with endangered species.

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Tourism on Track for Full Recovery as New Data Shows Strong Start to 2023

• All Regions

International tourism is well on its way to returning to pre-pandemic levels, with twice as many people travelling during the first quarter of 2023 than in the same period of 2022.

New Data from UNWTO: What We've Learned

The second UNWTO World Tourism Barometer of the year shows that the sector's swift recovery has continued into 2023. It shows that:

• Overall, international arrivals reached 80% of pre-pandemic levels in the first quarter of 2023
• An estimated 235 million tourists travelled internationally in the first three months, more than double the same period of 2022.
• Tourism has continued to show its resilience. Revised data for 2022 shows over 960 million tourists travelling internationally last year, meaning two-thirds (66%) of pre-pandemic numbers were recovered.

Recovery by Region in Q1 2023:

• The Middle East saw the strongest performance as the only region exceeding 2019 arrivals (+15%) and the first to recover pre-pandemic numbers in a full quarter.
• Europe reached 90% of pre-pandemic levels, driven by strong intra-regional demand.
• Africa reached 88% and the Americas about 85% of 2019 levels
• Asia and the Pacific accelerated its recovery with  54% of pre-pandemic levels, but this upward trend is set to accelerate now that most destinations, particularly China , have re-opened.

In many places, we are close to or even above pre-pandemic levels of arrivals

The UNWTO data also analyses recovery by sub-region and by destination: Southern Mediterranean Europe and North Africa have also recovered pre-pandemic levels in Q1 2023, while Western Europe, Northern Europe, Central America and the Caribbean all came close to reaching those levels.

What it Means:

UNWTO Secretary-General Zurab Pololikashvili says: "The start of the year has shown again tourism's unique ability to bounce back. In many places, we are close to or even above pre-pandemic levels of arrivals. However, we must remain alert to challenges ranging from geopolitical insecurity, staffing shortages, and the potential impact of the cost-of-living crisis on tourism, and we must ensure tourism's return delivers on its responsibilities as a solution to the climate emergency and as a driver of inclusive development."

International tourism receipts grew back to hit the USD1 trillion mark in 2022, growing 50% in real terms compared to 2021, driven by the important rebound in international travel. International visitor spending reached 64% of pre-pandemic levels (-36% compared to 2019, measured in real terms). By regions, Europe enjoyed the best results in 2022 with nearly USD 550 billion in tourism receipts (EUR 520 billion), or 87% of pre-pandemic levels. Africa recovered 75% of its pre-pandemic receipts, the Middle East 70% and the Americas 68%. Due to prolonged border shutdowns, Asian destinations earned about 28%.

International tourism receipts: Percentage of 2019 levels recovered in 2022(%) *

International tourist arrivals: percentage of 2019 levels recovered in q1 2023 (%)*, looking ahead: what's in store.

The Q1 2023 results are in line with UNWTO's forward-looking scenarios for the year which project international arrivals to recover 80% to 95% of pre-pandemic levels. UNWTO's Panel of Experts expressed their confidence in a strong peak season (May-August) in the Northern Hemisphere, reflected in the latest UNWTO Confidence Index which indicates performance for the period is on track to be even better than 2022.

However, tourism's recovery also faces some challenges .  According to the UNWTO Panel of Experts, the economic situation remains the main factor weighing on the effective recovery of international tourism in 2023, with high inflation and rising oil prices translating into higher transport and accommodations costs.  As a result, tourists are expected to increasingly seek value for money and travel closer to home. Uncertainty derived from the Russian aggression against Ukraine and other mounting geopolitical tensions, also continue to represent downside risks.

International Tourist Arrivals, World and Regions

Related links.

• Download the News Release in PDF
• UNWTO World Tourism Barometer - EXCERPT Volume 21 • Issue 2 • May 2023
• World Tourism Barometer (PPT version)
• The UNWTO Tourism Data Dashboard
• UNWTO World Tourism Barometer

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Related content, international tourism to reach pre-pandemic levels in 2024, international tourism to end 2023 close to 90% of pre-p..., tourism’s importance for growth highlighted in world ec..., international tourism swiftly overcoming pandemic downturn.

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This City Was the World's Most Visited in 2023

Twenty million people flew to Istanbul last year.

Alexander Spatari/Getty Images

There’s something distinctly magical about the soft light of Istanbul. The sun seems to hover in a totally different way there, casting what appears to be a forever golden hour glow. Perhaps that’s part of the reason more than 20 million people flew to the ancient Turkish city in 2023. 

Or, maybe it’s for sights like the Hagia Sophia. Or perhaps it’s to shop in the Grand Bazaar or stay in the Four Seasons Hotel Istanbul at Sultanahmet, voted the number one hotel in the world by Travel + Leisure readers in the 2023 World’s Best Awards . And I mean, come on, of course, people also go for the baklava.  

Whatever the reason, people truly seem to be flocking to Istanbul. And those more than 20 million arrivals made it the number one city for international arrivals on earth in 2023, according to Euromonitor International’s World’s Top 100 City Destinations report. 

“International travel has continued to make a strong recovery in 2023, with 38 percent growth in terms of the number of trips, projected to reach 1.3 billion by the end of the year,” the report’s findings stated. “Istanbul tops the list for the number of International arrivals in 2023 with 26 percent growth year-on-year.” 

Istanbul was followed by London in second place for most international arrivals (up 17 percent) and Dubai in third (up 18 percent). Rounding out the top five is the beachside Turkish city of Antalya, followed by Paris in fifth. 

The report noted that a good deal of international travel’s recovery in 2023 can be credited to the return of Chinese international travel after that nation lifted its quarantine. In return, Hong Kong saw a massive resurgence in international arrivals too, marking a 2,495 percent increase in 2023. 

And 2024 may be a bigger year than ever for travel to Istanbul and the entire nation. In January, Turkey relaxed its visa requirements for North Americans (Canadians and Americans included), allowing them to travel visa-free for up to 90 days. “Americans vacationing in Türkiye no longer require a visa to visit what has become one of America’s favorite overseas travel destinations,” Go Türkiye previously shared with T+L. “2023 was the best year ever for American tourism to Türkiye, and with the cancellation of the visa requirement, 2024 is expected to be even bigger.”

The only downside is you’ll likely have to make reservations to all the must-see spots even earlier or wait in longer lines. But again, that’s OK. You can just pop into a cafe for a second helping of baklava. 

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