While Barcelona and Venice are literally begging travelers to stay away, there's a completely different story unfolding across the globe.
Some countries aren't just rolling out the welcome mat—they're practically sending limousines to pick you up. These destinations are hungry for visitors, and they're pulling out all the stops to get you there. The irony is delicious: while overtourism plagues Europe's hotspots, other incredible places are sitting there thinking, "Hello? We're amazing too!"
Japan's Record-Breaking Comeback Story
Japan didn't just recover from the pandemic tourism slump; it completely obliterated its previous records. According to Nippon.com, the country welcomed a staggering 36.9 million visitors in 2024, smashing its pre-pandemic high of 31.9 million from 2019. That's nearly 5 million more people discovering ramen at 2 AM and losing their minds over the politeness of Tokyo subway attendants.
What's driving this unprecedented surge? The weak yen is basically offering tourists a 30 percent discount on everything. When the currency dropped from 110 yen to the dollar in 2019 to hitting 160 in 2024, suddenly that sushi dinner and luxury shopping spree became irresistible bargains. South Korea led the visitor pack with 8.8 million arrivals, while China followed with 7 million visitors—a massive 187 percent jump from 2023.
The Japanese government isn't shy about its ambitions either. They're targeting 60 million international visitors by 2030, and tourism has already become the country's second-largest export sector after automobiles, generating 8.1 trillion yen.
Saudi Arabia's Tourism Transformation
Once known solely as a destination for religious pilgrims, Saudi Arabia has executed one of the most dramatic tourism pivots in modern history. Economy Middle East reports the Kingdom welcomed 116 million tourists in 2024—including 30 million international visitors—marking an 8 percent increase from the previous year. More impressively, leisure tourism alone has exploded by 656 percent since 2019.
Vision 2030, Saudi Arabia's ambitious economic diversification plan, has transformed the country into a legitimate tourism powerhouse. The introduction of tourist visas in 2019 opened the floodgates, and the country wasted no time building infrastructure to support its aspirations. The Formula 1 Saudi Arabian Grand Prix in March 2024 brought 3.2 million visitors by itself, proving that world-class events equal serious tourism dollars.
Europe's Hidden Gems Want Your Attention
While Spain's coastal cities struggle with overcrowding, the country's Extremadura region is practically bribing digital nomads to move there, offering up to 15,000 euros to relocate. This lesser-known area features stunning nature reserves and Roman ruins but suffers from population decline and high unemployment.
Romania joined the Schengen Zone in 2024, making travel smoother for visitors within Europe. The country launched multiple campaigns to boost awareness among travelers who might otherwise default to overcrowded Italian cities or Greek islands. Greenland is opening a new airport in its capital specifically to accommodate more tourists year-round, particularly targeting winter visitors seeking Northern Lights experiences in lesser-explored northern regions.
