UN Tourism’s World Tourism Barometer shows the global tourism sector kept its strong momentum in 2025. International tourist arrivals reached an estimated 1.52 billion, a 4% increase from 2024. International tourism receipts hit a preliminary estimate of $1.9 trillion. This figure rose 5% from the previous year. Total export revenues from tourism reached a record $2.2 trillion, including passenger transport.
North Africa stood out during the recovery. The continent's leading destinations are Egypt, Morocco, and Tunisia. They collectively generated $35.25 billion in tourism revenue. This was a sharp rise from $28 billion the previous year. This performance beat global averages in arrivals and earnings. Higher visitor numbers and elevated hotel rates drove these results. Better offerings and favorable currency movements against the dollar also helped.
The three countries shared success but displayed distinct models and outcomes. Differences appeared in revenue per tourist and strategic focus.
Egypt: Champion in Revenue per Tourist
Egypt solidified its position as Africa's top earner from tourism and the leading destination in 2025. It generated $17.8 billion in tourism revenue. This marked a robust 17% increase from the prior year. The country ranked among the world's fastest-growing destinations for tourism earnings. It trailed only a few global leaders like Morocco and Korea.
A remarkable 21% rise in arrivals fueled the surge. Visitors reached 19 million. High occupancy in key resorts like Sharm el-Sheikh played a pivotal role. The enduring appeal of Pharaonic cultural heritage also helped. High-spending tourists from markets such as Germany, Gulf countries, and Russia boosted the results further. Average expenditure per tourist soared to $937 which was the highest in North Africa. It indicates Egypt's premium positioning.
The Egyptian government aims to build on this momentum. It targets 30 million visitors and $24 billion in revenue by 2028. The strategy involves expanded air connectivity and visa facilitation. The country will also diversify beyond traditional beach and historical tourism.
Morocco: World's Strongest Growth
Morocco delivered a historic breakout in 2025 as it welcomed 19.8 million tourists. This was a 13.8% increase, or approximately 14% in some reports. Morocco retained its status as Africa's leading destination by arrivals. Revenue reached 138.1 billion dirhams, or about $14.7 billion. Partial-year figures were around $13.5–13.6 billion through November. UN Tourism reported a 19% rise in dollar terms. This was the highest global growth rate.
Revenue growth outstripped arrivals. This signals rising value in Moroccan tourism. Average spending per tourist approached $742. Higher hotel rates and longer stays drove this figure. A diversified portfolio spanning seaside resorts, cultural sites, urban experiences, and nature tourism also contributed.
Tourism receipts even surpassed remittances from Moroccans abroad. The sector became the nation's second-largest foreign exchange source. This fact highlights the sector's growing role in economic and regional development. Authorities are eyeing further expansion.
Tunisia: Record Volumes, but Value Challenges
Tunisia achieved a milestone. It welcomed over 11 million tourists for the first time. This surpassed previous records and reflected a solid recovery. Revenue stood at $2.75 billion, with some estimates around $2.68–2.7 billion. This was up 6.5% from the previous year. The result is positive but more tempered than its neighbors.
The key limitation remains low average expenditure per tourist. It sits around $250. This stems from heavy reliance on mass tourism and all-inclusive packages. Much revenue flows to foreign operators rather than the local economy. Tourism remains vital for foreign exchange regardless.
Tunisia must convert high volumes into greater sustainable value. The country faces the challenge of upmarket shifts. It must diversify into niches like ecological, cultural, and medical tourism.
The year 2025 highlighted North Africa's emergence. The region stands as a global tourism powerhouse. Egypt excels in yield per tourist. Morocco grows fast and offers variety. Tunisia recovers its volume. These mixed models keep the region ahead on the continent. Investment in infrastructure and green projects must continue. Value must improve too. Global travel demand is steady. These leading destinations are ready to win a larger market share.
