Turkey and Dubai Shatter Tourism Records—US Faces Challenges, Travel Retail Drinks Sector Transforms

Turkey and Dubai are both experiencing extraordinary tourism growth in 2025, setting new records for arrivals and revenue, while the United States faces a surprising decrease in international visitor numbers. According to the World Travel & Tourism Council, Turkey’s travel sector is on track to contribute over ₺5.2 trillion ($135 billion) to its economy in 2025, with tourism supporting 3.3 million jobs—more than 10% of national employment. Tourist arrivals have surged by 9% compared to 2024, and tourism revenue has more than doubled, driven by strong demand from both international and domestic travelers. Foreign visitor spending is projected to reach $67.7 billion this year, with Turkey’s sun-drenched coastlines and rich heritage helping it remain a top global destination despite rising costs and some declines from key markets such as Russia and Germany.

Dubai, meanwhile, continues to outperform regional and global competitors with near-record international visitor numbers and consistently high hotel occupancy rates. The city’s emphasis on luxury, innovation, and world-class connectivity has made it one of the most resilient travel markets, attracting millions of tourists for both leisure and business throughout 2025. As a result, Dubai’s tourism revenue and arrivals figures have surged above pre-pandemic levels, further solidifying its role as a major partner in Middle Eastern and global tourism growth.

In contrast, the United States is facing challenges in maintaining international visitor arrivals, as data from several months show a decline in inbound tourism compared to previous years. Factors such as a strong U.S. dollar, complex visa processes, and increasing competition from more affordable destinations like Turkey and Dubai are cited as key reasons for the drop in foreign travelers to the U.S. Travel industry leaders are calling for policy changes and marketing investments to reverse this trend and reclaim growth.

Key Points:

• Turkey’s travel sector set to add ₺5.2 trillion ($135 billion) to its economy in 2025, supporting 3.3 million jobs and driving a 9% surge in arrivals.
• Dubai posts record visitor and revenue growth, with hotel occupancy and arrivals exceeding pre-pandemic highs.
• U.S. faces declining international tourism numbers, attributed to cost competitiveness and entry barriers.
• Global travelers increasingly seek destinations that offer strong value, safety, and unique cultural experiences.

Turkey and Dubai’s tourism booms highlight changing preferences and the need for continued innovation and investment in travel infrastructure, while the U.S. must adapt to shifting global market dynamics to regain international visitor momentum.