The growth is being supported by both traditional European markets and long-haul visitors, while destinations such as Dubrovnik, Split, Rovinj, Zagreb, Poreč, and Zadar continue attracting substantial demand. The results show that Croatia’s tourism appeal extends beyond its most famous coastal destination, creating opportunities for a wider range of cities and regions.

Dubrovnik Remains a Major Tourism Magnet

Dubrovnik continues to stand out as one of Croatia’s most sought-after destinations, drawing visitors with its historic Old Town, Adriatic coastline, cultural heritage, and cruise tourism appeal. Tourist demand remains particularly strong during the warmer months, when the city’s combination of beaches, historic attractions, and Mediterranean atmosphere makes it a major draw for international travelers.

However, Croatia’s tourism growth is increasingly spreading beyond Dubrovnik. Other destinations along the Adriatic are attracting visitors looking for different experiences, from island holidays and coastal resorts to food, history, nature, and adventure tourism.

Adriatic Coast Continues to Lead

The Adriatic coast generated approximately 12.2 million overnight stays during the first five months of 2026, an 8% increase year over year. Istria, Split-Dalmatia, and Kvarner were among the strongest-performing regions, demonstrating the continued importance of coastal tourism to Croatia’s visitor economy.

At the same time, inland Croatia also recorded growth, suggesting that travelers are becoming more interested in exploring destinations away from the traditional seaside hotspots. This broader distribution could help extend the tourism season and spread visitor spending across more communities.

European Markets Remain Crucial

Croatia continues to benefit from strong demand from nearby European markets. Germany remained the leading source market, followed by domestic travelers, Slovenia, Austria, and the United Kingdom.

Long-haul markets are also contributing to the country’s international tourism performance. Visitors from the United States recorded more than 540,000 overnight stays during the first five months, highlighting the growing importance of North American travelers to Croatia’s tourism sector.

Air Connectivity Supports Growth

Improving international connectivity is helping Croatia capture demand from both European and long-haul markets. Croatia Airlines is continuing its fleet modernization and network expansion, while additional international services are strengthening connections to destinations such as Split and Dubrovnik.

Greater air capacity is particularly important for Croatia’s ability to attract visitors from markets outside Europe, where convenient direct connections can strongly influence destination choice.

Tourism Growth Faces a Competitive Summer

Despite the positive start to the year, Croatian tourism authorities remain cautious about the peak summer period. Higher travel costs, geopolitical uncertainty, fuel prices, and competition from other Mediterranean destinations could influence booking decisions.

Croatia is therefore placing greater emphasis on competitive pricing, service quality, and extending tourism beyond the traditional July-August peak. Encouraging visitors to travel during the shoulder seasons could help businesses maintain demand for longer and reduce pressure on the most crowded destinations.

Key Takeaways

• Croatia recorded 4.5 million tourist arrivals and more than 14 million overnight stays from January to May 2026, marking strong year-on-year growth.
• Dubrovnik remains one of the country’s leading tourism destinations, supported by its historic attractions, coastline, and international reputation.
• The Adriatic coast generated 12.2 million overnight stays, with Istria, Split-Dalmatia, and Kvarner among the strongest-performing regions.
• Germany, Slovenia, Austria, and the UK remain important international source markets, while U.S. demand continues to strengthen.
• Growing air connectivity and Croatia Airlines’ network expansion are helping support international visitor growth.
• Croatia is increasingly promoting regional destinations and shoulder-season travel to spread tourism demand and reduce pressure on peak summer periods.

Bottom Line

Croatia is entering the 2026 summer season from a position of strong tourism momentum, with Dubrovnik continuing to dominate international attention while destinations across the Adriatic and inland regions gain ground. Rising arrivals, longer stays, strong European demand, and improving long-haul connectivity are supporting the country’s tourism economy.

What sets England apart is its deeply rooted football culture. From the Premier League to lower-league competitions, supporters consistently fill stadiums, travel across the country for away matches, and remain loyal through victories and defeats alike. Football is woven into everyday life, with generations of families supporting the same clubs and creating one of the strongest sporting traditions in the world.

The ranking also highlights England’s influence on the global football landscape. Home to the Premier League—the world’s most-watched domestic football competition—the country attracts millions of viewers and supporters from every corner of the globe. Historic rivalries, iconic stadiums, and a packed football calendar have helped make English football a year-round spectacle that continues to inspire fans across generations.

Although Argentina and Spain remain among the world’s most passionate football nations, England’s consistency in fan engagement, grassroots participation, and nationwide support helped it edge ahead in the latest rankings. The findings suggest that football devotion is measured not only by international trophies but also by sustained community involvement, matchday attendance, and the enduring connection between clubs and their supporters.

Key Points

• England ranked as the world’s most devoted football nation.
• Argentina and Spain followed despite their rich football traditions.
• The ranking evaluated fan loyalty, attendance, engagement, and football culture.
• England’s support extends from the Premier League to grassroots and lower-league football.
• The Premier League’s global popularity further strengthens England’s football influence.
• Generational club loyalty, packed stadiums, and passionate away support were key factors.
• The study recognizes consistent fan dedication, not just international success.

Bottom Line

England’s first-place ranking demonstrates that football passion is built on unwavering loyalty, community spirit, and lifelong support. While trophies and star players matter, it is the country’s deeply embedded football culture and its fans’ year-round commitment that have secured England’s place as the world’s most devoted football nation.

Building on the success of the 7th edition (ATF25), which hosted over 40,000 professional visitors from more than 70 countries and achieved historic recognition by becoming the first UFI member tourism fair organized by a Turkish exhibition company, ATF26 Türkiye continues to expand its global footprint. The UFI membership certifies the fair’s compliance with global standards, offering participants prestige, trust, and cooperation opportunities worldwide through a network of over 800 exhibition organizers from more than 90 countries and 851 UFI-approved events.

Sustainable Hospitality and Turkey’s Tourism Treasure

ATF25 Türkiye, organized with main sponsorship from Türkiye İş Bankası and main partnership from Kilit Hospitality Group, was held under the theme “Turkish Tourism Treasure: Sustainable Hospitality” on October 22–24, 2025, highlighting the growing trend of sustainability within the tourism sector. The fair’s comprehensive conference and exhibition program focused on sustainability, digital transformation, and industry innovation, serving as a vital platform for businesses to expand networks, explore new technologies, and collaborate across various tourism domains including health, sports, and gastronomy sectors.

Antalya’s Tourism Growth and Economic Impact

The fair’s global significance reflects Turkey’s booming tourism industry, with Antalya welcoming 15 million tourists in 2024 and aiming to reach 17 million by year-end, with Russia and Germany leading as top source markets. Since its inception in 2019, the ATF series has continued to unite the tourism sector, even amidst pandemic challenges, cementing its reputation as the most productive tourism fair in Turkey and the Mediterranean with national and international significance.

Over its history, ATF Turkey has brought together over 10,000 foreign travel agencies and 60,000 professional visitors, with last year alone attracting 23,600 professionals from 58 countries, showcasing its growing global impact. The fair facilitates numerous B2B meetings, providing a platform for industry leaders to forge new partnerships while guiding the sector with a sense of cultural and environmental responsibility.

Key Points

1. ATF26 Türkiye: October 26–28, 2026 — Professionals from 100+ countries at ANFAŞ International Fair Center
2. 40,000 visitors from 70+ countries — ATF25 achieved first UFI member certification by Turkish company
3. “Sustainable Hospitality” theme — Focus on sustainability, digital transformation, innovation
4. 15 million tourists in Antalya (2024) — Aiming for 17 million; Russia and Germany top markets
5. 60,000 visitors since 2019 — 10,000 foreign travel agencies, 23,600 professionals from 58 countries last year
6. 851 UFI-approved events globally — Network offers prestige, trust, and cooperation opportunities

Bottom Line

Antalya Tourism Fair has become a leading global tourism platform, drawing professionals from 100+ countries to ATF26 Türkiye (October 26–28, 2026). With 40,000 visitors from 70+ countries at ATF25 and historic UFI membership, the fair focuses on “Sustainable Hospitality” across health, sports, and gastronomy. The event reflects Turkey’s booming tourism, with Antalya’s 15 million tourists in 2024 aiming for 17 million. Since 2019, ATF has united 60,000 visitors and 10,000 travel agencies, making it Türkiye’s and the Mediterranean’s most productive tourism gathering.

The campaign includes a $13.5 million boost to Tourism New Zealand’s international marketing efforts, unveiled by Prime Minister Christopher Luxon and Tourism Minister Louise Upston. This investment is expected to generate more than 23,000 extra international arrivals by March 2026, contributing approximately $100 million in additional spending. The new campaigns will target six core markets: China, Australia, the United States, India, Germany, and South Korea, with specific campaign rollouts announced progressively through 2025.

Regional Tourism Boost: Driving Visitors Beyond Traditional Hotspots

The government has also launched the Regional Tourism Boost (Round 2), a $10 million contestable fund to support regions in attracting more international visitors to travel, stay, and dine in New Zealand in the first half of 2026. Stage 1 targets visitors arriving between January 1 and March 31, 2026, including the Lunar New Year period. The 2025 Tourism Boost package was developed in partnership with the tourism industry to support immediate growth in visitor numbers and deliver economic growth.

Four major campaigns launched in January 2026 include RotoruaNZ’s “North Island x Ctrip” campaign targeting China, Hong Kong, Japan, and South Korea; RotoruaNZ’s “Kiwi North” campaign targeting Australia’s eastern seaboard; WellingtonNZ’s “Classic NZ Wine Trail” campaign promoting wine and food to Australian visitors; and Great South’s “Southern Way” campaign encouraging Australians to explore the lower South Island.

Additionally, a $3.69 million investment supports five new campaigns designed to attract visitors during the quieter autumn and early winter months, including a $600,000 cycling initiative for Australia’s Great Rides and projects to entice Australians to the lower South Island and North Island via Hamilton Airport.

Key Points

1. 3.89 million international visitors target by 2026 — New Zealand aims to match 2019 pre-pandemic visitor numbers through Tourism Growth Roadmap
2. $13.5 million marketing boost — Expected to generate 23,000 extra arrivals by March 2026, contributing $100 million in additional spending
3. Six core markets targeted — China, Australia, United States, India, Germany, and South Korea for international campaigns
4. $10 million Regional Tourism Boost — Supports regions to attract visitors in first half of 2026, with Stage 1 targeting Jan 1-Mar 31 arrivals
5. Four major regional campaigns launched — RotoruaNZ (“North Island x Ctrip” and “Kiwi North”), WellingtonNZ (“Classic NZ Wine Trail”), Great South (“Southern Way”)
6. High-value tourism & sustainability focus — Roadmap prioritizes quality over quantity, regenerative tourism model giving back to communities

Bottom Line

New Zealand’s strategic Tourism Growth Roadmap aims to recover 3.89 million international visitors by 2026, matching pre-pandemic 2019 numbers. With a $13.5 million marketing investment targeting China, Australia, US, India, Germany, and South Korea, the campaign expects 23,000 extra arrivals and $100 million in spending. The $10 million Regional Tourism Boost is driving visitors beyond traditional hotspots through four major regional campaigns, while the focus on high-value tourism and sustainability ensures quality experiences over quantity. New Zealand is positioning itself as a regenerative tourism destination that gives back to people and places, demonstrating global leadership in sustainable recovery post-COVID.

What Makes Olympia London Special

Olympia redevelopment render:

The developers project that the site will accommodate around 800 events each year and generate roughly 9,000 jobs for London and the broader economy. Live entertainment is central to the project, which will introduce a 3,800-capacity music venue named the British Airways ARC. The transformation is expected to inject more than £600 million into the British economy and create thousands of jobs.

The redevelopment will feature a 4,000-capacity music venue, a new 1,575-seat theatre, two international hotels including citizenM and Hyatt Regency, more than 30 independent hospitality venues, and 550,000 square feet of premium office space. The revitalized Olympia is projected to attract 3.5 million visitors annually to its hotels, event spaces, and cultural venues, with annual visitor spending estimated at £464 million and total event-related expenditure potentially reaching £1.3 billion.

Aerial architectural rendering of the Olympia cultural complex in London, featuring modern stacked cylindrical green buildings, large glass-domed halls, brick warehouses, connecting walkways, trees, and people, set at dusk with city skyline in background

New Hotels and Hospitality

London welcomes Hyatt Regency London Olympia in May 2026, part of the £1.3bn Olympia redevelopment with new hotels, event venues and entertainment spaces. The new hotel will begin welcoming guests from 26 May 2026, marking a major milestone in the transformation of the historic Olympia exhibition and events district. The property forms part of a £1.3 billion redevelopment project designed to re-establish Olympia as a year-round hub for exhibitions, conferences, entertainment, hospitality, and cultural experiences.

The development plan also includes a four-screen arthouse cinema, a 1,400-seat performing arts theatre, a 4,100-capacity music venue, a ‘jazz club-style’ restaurant and venue, shops, cafés, two hotels and 2.5 acres of public space, including pedestrianised squares and a sky garden.

Public Spaces and Accessibility

Revitalising the 14-acre site, making the impenetrable site more open to its community and visitors with 3.5 acres of public spaces and gardens, along with retail. The project will also add live music venues, restaurants, theatres, cinemas, offices, retail and hotels. Crucially, it will reopen the impenetrable site to its community and visitors by dedicating 2.5 acres to public spaces and gardens – currently, you can only access 3% of the site without an event ticket.

The new venues and public spaces will start opening in phases from later this year and is anticipated to welcome an annual footfall of circa 10 million. The transformation is set to transform the historic events venue into part of London’s newest landmark cultural destination, offering visitors the chance to come together to be entertained, learn, innovate and do business in one entire ecosystem.

Key Points

1. £1.3 billion renovation of historic 1886 Olympia exhibition center transforms west London landmark into culture, entertainment, and business hub [regeneration project]
2. 3.5 million visitors annually expected once full capacity, with 800 events per year and 9,000 jobs generated for London [visitor numbers]
3. British Airways ARC: 3,800-capacity music venue at center of live entertainment project, plus 4,000-capacity music venue and 1,575-seat theatre [entertainment venues]
4. Hyatt Regency London Olympia opens May 26, 2026 as part of regeneration with citizenM hotel, 30+ hospitality venues, and premium office space [new hotels]
5. 2.5 acres of public space including pedestrianised squares and sky garden, reopening impenetrable 14-acre site to community and visitors [public spaces]
6. £600 million injected into British economy with annual visitor spending of £464 million and event-related expenditure reaching £1.3 billion [economic impact]

Bottom Line

Olympia London’s £1.3 billion regeneration has transformed the historic 1886 exhibition center into London’s newest creative district, drawing 3.5 million visitors annually with 800 events per year and 9,000 jobs. The project includes the British Airways ARC 3,800-capacity music venue, Hyatt Regency hotel opening May 2026, 2.5 acres of public space, and £600 million economic injection. With 10 million annual footfall expected, Olympia is becoming a year-round hub for culture, entertainment, exhibitions, and business, making it the next major tourism and entertainment destination in the UK capital.

Practical Information:

• Address: 7239 Olympia Way, London W14 8UX, UK
• Opening: Phased from later this year, reach full capacity gradually
• Best for: Live music, exhibitions, conferences, cultural experiences, dining, shopping
• Transport: Near Hammersmith, Kensington, and West London connections

Malta is emerging as a Mediterranean leader in accessible tourism, using its small‑island scale and tourism‑driven economy to pioneer inclusive travel. The island is hosting the first Mediterranean Accessible Hospitality Alliance (AHA) Forum on 18 March 2026 at the Malta Marriott Resort & Spa in St Julian’s, bringing together government officials, tourism leaders, disability advocates, and hospitality innovators to shape common standards for accessible design, services, and employment in travel. Rather than treating accessibility as a last‑minute add‑on, Malta is framing it as a core element of how the region wants to welcome all visitors, especially those with mobility, sensory, or cognitive needs.

Across Malta and Gozo, airports, major hotels, museums, and historic forts have been retrofitted with ramps, lifts, tactile guides, audio cues, and simplified signage to improve navigation. Blue Flag beaches now offer floating wheelchairs, accessible walkways, and shaded resting areas so people with physical disabilities can safely reach the water and enjoy the Mediterranean coast. These changes go beyond compliance, aiming to create a seamless and dignified experience where families, seniors, and travelers with disabilities can participate fully in cultural, religious, and leisure activities without constant barriers.

Key Points

• Malta is hosting the first Mediterranean AHA Forum on accessible hospitality, positioning the island as a regional leader in inclusive travel.
• The country has upgraded airports, hotels, museums, churches, and beaches with ramps, lifts, tactile guides, and floating wheelchairs for better access.
• About 10% of Malta’s population lives with some form of disability, underlining the social and economic case for universal accessibility in tourism.

Bottom Line: Malta is turning accessible tourism from a niche commitment into a strategic brand pillar, using the Mediterranean AHA Forum to set a new standard for how the region designs its infrastructure, services, and experiences so that everyone—not just a select few—can travel with confidence and comfort.

FIFA World Cup 2026 looms large with six matches. City-wide celebrations set to shatter records further. Incoming conferences include heart/lung transplant, quantum computing, MS research—targeting investment in key sectors.​ Visitor economy, Canada’s largest, eyes sustained growth via strategic hosting that attracts talent/trade.​

Key Points

• Visitors: 28.2M total (+ record).​
• Spending: $9.1B direct, $13.5B impact.​
• Meetings: 74 events, 378K delegates.​
• Growth: Intl +8%, UK/Germany lead.​
• 2026: FIFA 6 games + conferences.

Eco-lodges blend rustic charm with green paths; guided bike/horse tours keep wilds pristine for photographers chasing golden-hour shots. Sustainable stays near Racos lake reward off-grid souls; Transylvania folklore adds cultural magic to nature quests. Local shepherds share ancient trails; wild bear sightings thrill in remote forests. Fall colors paint epic autumn hikes; budget flights make it easy from Europe.​

Value beats pricier Norway/Switzerland—flights from Europe start cheap, hikes free-form for real adventure.​

Key Points

• Volcanoes: Harghita craters, Berca mud fields.
• Mountains: Făgăraș peak, Transfăgărășan drive.
• Eco-Spots: Danube Delta birds, Bucegi Sphinx.
• Why Now: Wild/cheap vs. crowded Iceland.
• Tips: Guided August hikes; Bucharest volcano day trips.

Through this partnership, customers using Etraveli Group’s online travel agencies and B2B platforms—such as Mytrip, Gotogate, and Flightnetwork—can now book Frontier flights with greater customization and convenience. Travelers benefit from a wider selection of low-cost fares, customizable bundles including seat selection, baggage options, and priority boarding, all integrated seamlessly into the booking journey. This initiative reflects the growing trend in the airline industry to adopt NDC technology for enhanced digital sales and an improved customer experience.​

Bobby Schroeter, Chief Commercial Officer at Frontier Airlines, highlighted that this partnership supports Frontier’s “New Frontier transformation” by expanding global reach and providing travelers with a consistent, connected shopping experience. Meanwhile, Aliki Maragis, Director of Airline Industry Relations at Etraveli Group, emphasized how this collaboration aligns with Etraveli’s mission to provide comprehensive and innovative flight content that meets modern travelers’ expectations for flexibility and personalization.​

The integration of NDC technology enables airlines like Frontier to optimize ancillary revenue while offering consumers more control and transparency over their travel purchases. As more airlines embrace NDC, partnerships like this are set to transform air travel booking, combining affordability, flexibility, and a tailored service approach to meet increasing demand for dynamic travel options.​

Key Points:

• Etraveli Group and Frontier Airlines launched a direct NDC connection to enhance booking flexibility and personalization.

• Travelers gain access to real-time fares, ancillary products, and bundled offers through Etraveli’s OTA and B2B platforms.

• The partnership expands Frontier’s global sales reach while supporting its “New Frontier” digital transformation.

• NDC integration enables customizable travel options like seat selection, baggage, and priority boarding at booking.

• The collaboration is part of a wider industry shift toward more dynamic, customer-centric flight shopping experiences.

Strategic Collaboration: Wego & TAT

Wego, a top travel app and marketplace in the Middle East and North Africa (MENA), has joined forces with Thailand’s Tourism Authority (TAT) to reimagine and expand the country’s tourism appeal. Moving beyond Thailand’s famous beaches, the partnership is spotlighting the nation’s diverse offerings-from wellness retreats in Chiang Mai and culinary journeys in Bangkok, to ecotourism escapes on its islands. This collaboration is set to transform the way MENA travelers experience Thailand, with personalized digital campaigns and itineraries that highlight both iconic sites and hidden gems.

Tailored Experiences for Modern Travelers 

The initiative is designed to resonate with today’s travelers, who seek culture, comfort, and adventure. Wego and TAT are crafting campaigns that showcase Thailand’s “5 Must-Do Experiences”: Must Taste, Must Try, Must Buy, Must Seek, and Must See. These experiences encourage visitors to dive deep into Thai culture, from tasting local delicacies and exploring spiritual sanctuaries to discovering local markets and untouched natural landscapes. Wego’s platform will offer tailored search tools and exclusive deals, making trip planning seamless and culturally relevant for MENA travelers.

Halal Tourism and Sustainability at the Forefront

Recognizing the growing importance of halal tourism, Thailand is enhancing its offerings with halal-friendly dining, prayer facilities, and services tailored for Arabic-speaking and Muslim visitors. This focus, along with a commitment to sustainable and responsible tourism, positions Thailand as a welcoming, eco-conscious destination. The push for eco-friendly resorts and green practices is expected to appeal to environmentally aware travelers and support long-term growth in the tourism sector.

Economic Impact and Future Outlook

The partnership is set to boost Thailand’s tourism numbers, benefiting local businesses, hotels, and communities across the country. As global travel rebounds, the increased visibility in the MENA market will drive a surge in visitors eager to explore Thailand’s multifaceted experiences. By blending luxury, wellness, culture, and sustainability, Thailand is poised to become a top choice for travelers seeking meaningful, personalized adventures. This new chapter in Thai tourism promises a brighter, more inclusive future for the industry and its visitors alike.