Global tourism has entered a renewed period of expansion, yet its geography is shifting. While several highly visited destinations debate visitor caps and tourism levies, a number of countries across Africa, South America and Asia are pursuing strategies designed to attract travellers while attempting to avoid the social and environmental pressures associated with overtourism.
According to the World Travel and Tourism Council, the travel and tourism sector contributed approximately ten percent of global gross domestic product in recent years and supports hundreds of millions of jobs worldwide. Parallel data from the United Nations World Tourism Organization indicates that international tourist arrivals have largely recovered to pre pandemic levels, with more than 1.5 billion international trips recorded globally in 2025.
Within this context, several countries are positioning themselves as destinations for travellers seeking less crowded experiences while emphasising cultural exchange, environmental stewardship and regional economic development. Among those actively expanding their tourism strategies are Namibia, Zimbabwe, Brazil, Vietnam and Lithuania.
Namibia presents one of the most distinctive tourism landscapes in Africa. With a population density among the lowest in the world and vast desert ecosystems, the country has long attracted visitors seeking remote environments and wildlife encounters. Namibia has invested in road improvements and tourism infrastructure within protected areas such as Etosha National Park and the Namib Naukluft National Park. The country is also internationally recognised for its community based conservation model. More than eighty communal conservancies collectively manage roughly twenty percent of Namibia’s land area, a system that allows rural communities to benefit directly from wildlife conservation and tourism revenue through locally governed institutions documented by the Namibian Association of CBNRM Support Organisations. These conservancies have contributed to measurable wildlife recovery in species such as black rhino and desert adapted elephants while supporting rural livelihoods. Tourism operators increasingly frame Namibia as an alternative safari destination where visitor numbers remain comparatively low and where travellers can engage with conservation programmes and local communities.
Within Southern Africa more broadly, Zimbabwe continues to position itself as a destination defined by cultural heritage, biodiversity and iconic landscapes. Tourism authorities have focused particularly on Victoria Falls, one of the largest waterfalls in the world and a UNESCO World Heritage Site shared with neighbouring Zambia. The falls, located on the Zambezi River, attract visitors from across the globe while also supporting regional tourism economies that include wildlife safaris in nearby national parks such as Hwange and Zambezi National Park. According to the UNESCO World Heritage Centre, Victoria Falls remains one of the most significant natural heritage sites globally because of its geological formation and ecological diversity. Zimbabwe’s tourism sector has also been promoting lesser known destinations including the Eastern Highlands and the archaeological complex of Great Zimbabwe, which provides insight into pre colonial African state formation and long distance trade networks documented by historians and archaeologists. These sites collectively contribute to a broader narrative of African heritage that challenges the perception of the continent solely through wildlife tourism.
Brazil represents another country seeking to expand international tourism while dispersing visitors across a vast territory. Although Brazil recorded more than nine million international arrivals in recent years according to data compiled by the Brazilian Ministry of Tourism, this remains modest when compared with European destinations that receive many times that number annually. Brazilian tourism authorities have therefore prioritised policies that encourage travellers to explore multiple regions rather than concentrating visits in Rio de Janeiro or São Paulo. One example is the Pantanal, the world’s largest tropical wetland ecosystem, where small scale lodges and strict environmental regulations help maintain relatively low visitor numbers. Research by conservation organisations such as the World Wide Fund for Nature highlights the Pantanal’s extraordinary biodiversity, including one of the highest densities of jaguars anywhere in the Americas. Such destinations illustrate Brazil’s effort to balance tourism growth with ecological protection and regional economic development.
Vietnam has also experienced rapid growth in international tourism. Government reforms expanding visa exemptions and e visa access have contributed to a significant rise in visitor numbers from Europe and other regions. The country recorded more than twenty million international arrivals in recent years according to the Vietnam National Authority of Tourism. Infrastructure development is also underway, most notably the Long Thanh International Airport project near Ho Chi Minh City. Once fully operational, the airport is expected to become one of Southeast Asia’s major aviation hubs, easing congestion at Tan Son Nhat Airport and expanding long haul connectivity. Vietnam’s tourism appeal lies partly in its geographic diversity, which ranges from the Mekong Delta and tropical coastlines to mountainous northern landscapes and historic cities such as Hue and Hoi An. Scholars of tourism development note that Vietnam has sought to diversify tourism beyond beach resorts by promoting heritage conservation and culinary tourism, particularly through recognition of regional food cultures.
Lithuania offers a contrasting example within Europe. Rather than pursuing large scale growth, the country has adopted a strategy focused on quality and sustainability. Lithuania’s national tourism roadmap outlines ambitions to increase tourism’s economic contribution while encouraging longer visitor stays and deeper engagement with local culture. Vilnius, the capital, has gained attention for its well preserved Old Town, which is listed as a UNESCO World Heritage Site, and for its extensive urban green spaces. The city was designated European Green Capital for 2025, reflecting municipal policies aimed at improving environmental sustainability and urban mobility. Lithuania’s culinary sector has also attracted international recognition, with several restaurants receiving Michelin stars and contributing to a broader movement sometimes referred to as New Baltic cuisine. Cultural festivals and craft traditions, including the historic Kaziukas Fair, further highlight the country’s emphasis on heritage based tourism rather than mass visitor flows.
Across these destinations a common theme emerges. Governments and tourism organisations are increasingly aware that unchecked visitor growth can strain infrastructure, natural environments and local communities. As a result, several countries are attempting to shape tourism development in ways that distribute economic benefits more widely and encourage forms of travel that are slower, more culturally informed and environmentally responsible.
For African destinations in particular, tourism also intersects with questions of narrative and representation. Countries such as Namibia and Zimbabwe are demonstrating that tourism can function not merely as an economic sector but also as a platform for presenting African histories, ecological knowledge and community governance models on their own terms. By foregrounding conservation partnerships, cultural heritage and local entrepreneurship, these destinations contribute to a more complex understanding of the continent beyond simplified or externally framed narratives.
As international travel continues to evolve, the experiences offered by these countries illustrate how tourism policy can attempt to balance openness with stewardship. Their approaches reflect a growing recognition that sustainable tourism is not solely about attracting more visitors but about shaping how, where and why people travel.
