Improved regional air links are also reshaping itineraries. With increased connections between Windhoek and Maun, Victoria Falls, Livingstone and Lusaka, Kyte recommends first-time visitors combine Namibia with a neighbouring country for a broader Southern Africa adventure.

Brazil

In 2025, Brazil welcomed more than nine million international visitors – the highest year-over-year tourism growth in the world last year, as a result of its concerted effort to attract new visitors. Still, for the world’s fifth-largest country by area, the number is modest; France, a fraction of its size, receives more than 100 million annually. Brazil’s government knows the potential for growth is huge and has put international investment behind it, but remains conscious of the dangers of overtourism.

“Our strategy focuses on decentralising tourism flows, encouraging visitors to travel around different regions, seasons and types of experiences,” said Marcelo Freixo, president of Embratur, the Brazilian agency for international tourism promotion.

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The country’s scale helps. Bruno Wendling, president of the Mato Grosso do Sul Tourism Board, said that overtourism is rarely a concern in his region, located in central-west Brazil. “To put it into perspective, the Pantanal is roughly the size of Portugal, yet it has only around 20 traditional lodges, most with just 10 to 15 rooms,” he said. The nearby town of Bonito follows a strict control system, capping daily visitor numbers at each natural attraction. “Our real differentiation is exclusivity, small groups, low impact and the delivery of truly unique experiences,” Wendling added.