International tourist arrivals in Organisation for Economic Co-operation and Development (OECD) countries rose by an estimated 3.4% in 2025, hitting a record 847 million.
However, a new report finds geopolitical tensions and extreme weather are forcing a fundamental shift in strategy. Finland led growth with a 16.5% surge in arrivals, followed by Japan (15.8%) and Korea (15.7%). Conversely, the United States saw a significant contraction, with arrivals falling 5.5%, while conflict pushed Israel’s inbound numbers down 70.8% below pre-pandemic levels.
OECD Secretary-General Mathias Cormann underscored the urgency of applying lessons from recent global disruptions to strengthen crisis preparedness. The organization notes travelers are increasingly prioritizing safety, favoring familiar destinations, shorter stays, and budget-conscious options.
Extreme weather is now a primary decision-making filter. Destinations are responding with infrastructure upgrades and high-tech alert systems. Japan’s ‘Safety Tips’ app and the pan-European MeteoAlarm system now push real-time warnings for storms and wildfires directly to visitors’ phones. In Madrid, the ‘Refúgiate en la cultura’ initiative actively promotes air-conditioned museums as public heat refuges during heatwaves.
The report also prescribes a move toward responsible tourism, urging the use of visitor caps, timed-entry systems, and the promotion of off-season travel to distribute crowds and ensure benefits flow to local communities.