International tourism reached a new record in 2025, and the latest OECD Tourism Trends and Policies report shows that Finland and Norway continue to outperform many other destinations.
International tourism across OECD countries reached 847 million international arrivals in 2025, representing an increase of 3.4% compared with the previous year. The figures confirm that global tourism demand continues to recover and expand. Among the strongest performers are several European destinations, with Finland and Norway standing out in the Nordic region.
According to the OECD, Finland recorded a 16.5% increase in international arrivals compared with 2024, making it one of the fastest-growing tourism destinations among OECD countries.
Norway also posted strong growth with 12.5%, underlining the continued appeal of Nordic travel experiences. The figures suggest that international interest in Northern Europe remains strong, supported by improving accessibility and growing demand for nature-based and year-round travel.
Growing visitor numbers create new business opportunities, but they also increase competition. Destinations and suppliers need to communicate their strengths clearly and develop products that stand out in an increasingly competitive market.
Improved air connections, cross-border rail links and stronger cooperation between Nordic destinations are making it easier to create multi-country itineraries and extend travel seasons.
At the same time, the OECD highlights that long-term success will depend on more than visitor growth alone. Competitiveness, resilience, sustainability and creating value for local communities are becoming increasingly important for the future of tourism.
More on the OECD report.
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