According to insights from the Holafly Global eSIM & Travel Report 2025–2026, global travel in 2025 was not simply a return to movement — it was a reset. The data shows a traveller who is both curious and committed: 46.4% of all international trips were first-time entries, while 74% of travellers to the top destinations say they plan to return.
This balance between discovery and loyalty shaped the global map more powerfully this year than price, distance, or convenience. Travellers chose places that aligned with their values, offered a sense of identity, and delivered confidence through infrastructure and experience.
United States: Volume, Variety, and the Hybrid Trip
- 4 in 10 travellers visited for the first time
- 8 in 10 expect to return
The United States stood as the world’s most-visited destination in 2025, driven by a model that blends business, entertainment, and national-park-powered adventure into a single itinerary. For many travellers, especially from Europe and Latin America, trips combined conventions and urban culture with nature-based escapes. The result is extended stays, more mobile-first behaviours, and a different rhythm of spending.
France: Culture as the Ultimate Connector
- 4 in 10 were first-time travellers
- 7 in 10 say they will return
France strengthened its position as a global cultural hub. Travellers favoured shorter, more curated trips that balanced heritage with gastronomy, design, and fashion-led experiences — a sign that cultural depth continues to outperform novelty.
Canada: Nature, Openness, and Digital Comfort
- 5 in 10 visited for the first time
- 8 in 10 intend to return
Canada’s momentum came from a younger, digitally confident demographic (primarily Gen Z and Millennials) who value access to nature without sacrificing connectivity. Cities like Vancouver and Montreal hosted travellers who blended leisure and remote work — a trend that reflects a slower, more intentional pace of travel.
First Visits Surge, but Familiar Destinations Win on Trust
Japan, Australia, and emerging long-haul routes drew first-time travellers driven by purpose and exploration. Meanwhile, destinations in Europe and North America retained volume and loyalty, while countries like Portugal rose on the strength of authenticity, character, and a “small but global” appeal.
This reveals a key insight: people are travelling farther for meaning and returning to places that make them feel understood. Travel in 2025 wasn’t only about movement — it was about meaning. The world’s most-visited destinations earned their place not because they were easiest to reach, but because they were worth reaching.
