What is the most visited country in the world? Celebrate World Tourism Day!
Ever wondered what the most visited country in the world is? In celebration of World Tourism Day, we’re taking a look at the most popular destinations across the globe. World Tourism Day is celebrated every year on 27th September to raise awareness about the importance and impact of tourism on society.
Each year has a dedicated theme and in 2024, the focus was on inclusive growth and sustainable recovery. The World Tourism Organization promotes fair and responsible tourism for all nations. Globally, around 1 in 10 people work in the travel and tourism sector.
Tourism by country: The top 10 most visited destinations
Following a major rebound after the disruption of 2020–2021, global tourism has seen impressive growth. Here’s a look at the current top 10 most visited countries around the world:
France
Attracting more than 89 million visitors annually, France remains the most visited country in the world. Paris, the romantic capital, continues to draw couples seeking strolls along the Seine and views of the Eiffel Tower.
Beyond the capital, the Côte d’Azur is a magnet for sun-seekers with its Mediterranean beaches and glamorous resorts. From fine dining and fashion to wine regions and castles, France ticks every box for an unforgettable getaway.
Visitor statistics: Around 90 million international arrivals in 2023. Tourism accounts for roughly 8% of France’s GDP, with growing interest from travellers in China and the US.
Spain
Spain continues to be a favourite holiday destination for millions of Brits and travellers from across Europe. Over 83 million tourists head to Spain each year, with Barcelona ranking as the country’s top city break.
Architectural icons like La Sagrada Familia, the nightlife of Ibiza, the beaches of Mallorca and the historic charm of cities like Seville and Córdoba make Spain a cultural and coastal paradise.
Visitor statistics: Around 85 million international visitors in 2023. Tourism represents 12% of Spain’s GDP, with the UK, Germany and France as leading source markets.
United States
The United States welcomed over 80 million visitors in 2023. A country of epic proportions, it offers a vast range of experiences—from city life in New York and Los Angeles to family fun in Orlando’s theme parks.
Las Vegas, Miami, San Francisco and the national parks are also big draws for international travellers, with increasing interest in cultural and culinary tourism.
Visitor statistics: Roughly 79 million international visitors in 2023, with the tourism sector contributing $1.9 trillion to the US economy.
China
China has quickly become one of the most visited countries, thanks to its rich heritage, varied landscapes and ancient landmarks like the Great Wall, Forbidden City and Terracotta Army.
Cities like Beijing, Xi’an, Shanghai and Chengdu now feature prominently on travellers’ bucket lists, particularly those interested in history, cuisine and tradition.
Visitor statistics: An estimated 54 million international visitors in 2023. Domestic tourism continues to thrive with over 6 billion internal trips.
Italy
From ancient ruins to vineyard-dotted hills, Italy delights over 62 million visitors each year. Must-see sights include the Colosseum, Pompeii, Venice’s canals and the Amalfi Coast.
For many, the food is reason enough to visit—from Roman carbonara to Neapolitan pizza. With its blend of romance, art and cuisine, Italy remains one of Europe’s most cherished travel spots.
Visitor statistics: Around 65 million international arrivals in 2023. Tourism represents 13% of Italy’s GDP, with a growing focus on sustainable and rural tourism.
Turkey
Turkey welcomed around 56 million tourists in 2023. With one foot in Europe and the other in Asia, Turkey boasts a unique mix of cultures, history and natural beauty.
Top destinations include Istanbul’s historic mosques and bazaars, the white terraces of Pamukkale, and the Mediterranean coastline around Antalya and Bodrum.
Visitor statistics: A 15% increase on pre-pandemic levels, thanks in part to Turkey’s strong value-for-money proposition.
Mexico
Mexico is far more than just beach holidays—though the Riviera Maya and Cancun remain top picks. Travellers are also drawn to cultural hotspots such as Chichen Itza, Oaxaca, and Mexico City.
It’s a destination that offers a fascinating mix of history, cuisine, nature and coast, making it increasingly popular with UK travellers.
Visitor statistics: Approximately 45 million international visitors in 2023. Tourism contributes 8.5% to Mexico’s GDP, with increased focus on cultural tourism.
Germany
Germany remains one of Europe’s most visited destinations with 40 million annual visitors. Popular for its rich history, stunning castles, festive Christmas markets and cultural cities like Berlin, Munich and Hamburg.
Visitor statistics: Germany continues to see growth in eco-tourism and business travel. Sustainability initiatives are helping attract more responsible travellers.
United Kingdom
The United Kingdom welcomed 37 million international visitors in 2023. London remains a top global destination, but many travellers are also exploring Scotland’s Highlands, Wales’ national parks and charming English towns like Bath and the Cotswolds.
Visitor statistics: Tourism contributed £127 billion to the UK economy in 2023, supporting millions of jobs across the country.
Thailand
Thailand continues to attract millions with its idyllic beaches, temples, islands and delicious cuisine. Bangkok, Phuket and Chiang Mai are firm favourites, while lesser-known islands offer eco-adventures and laid-back escapes.
Visitor statistics: 35 million international arrivals in 2023. Tourism contributes around 18% of Thailand’s GDP, with a focus on wellness and sustainable tourism.
Explore the world’s most popular destinations with Exoticca
Now you know the most visited countries in the world for 2024! From the fashion streets of Paris to the heritage of China and the beaches of Thailand, the world is waiting to be explored.
At Exoticca, we specialise in creating once-in-a-lifetime holidays to the world’s top destinations. Our carefully crafted packages include flights, accommodation, guided experiences and more—so you can focus on making memories.
