The international tourism market is steadily recovering and has overcome the crisis caused by the zero-activity period during the COVID-19 pandemic in 2020–2021, according to UN Tourism. Last year, 1.5 billion tourists traveled worldwide, generating 2.2 trillion USD in tourism revenue. Both the number of travelers and the sector’s revenue increased three to fourfold compared with five years earlier.

In the first quarter of this year, 307 million international tourists traveled abroad, marking a two percent increase from the same period a year earlier. According to forecasts by the World Travel & Tourism Council (WTTC) and Statista, the number of tourists is expected to exceed one billion by the end of the year, while direct spending in the tourism sector is projected to reach 1.07 trillion USD, representing a 6.8 percent increase. “International tourism has passed through its most vulnerable period following the prolonged crisis and is now on a path of sustainable growth,” researchers concluded.

Meanwhile, Mongolia welcomed a record 847,000 tourists in 2025, the highest number in the country’s history, with tourism revenue reaching 728 million USD, according to official figures. The number of visitors was 14 to 25 times higher than during the pandemic period, while tourism revenue increased by 91 percent.

Last spring, UN Tourism named Mongolia among the world’s 20 fastest-growing tourism destinations, noting that the country is emerging as a strong competitor and a new destination in the regional tourism market.

As of the first eight months of 2026, 622,000 tourists have arrived in Mongolia. With the peak tourism season nearing its end, researchers have warned that it remains uncertain whether visitor numbers will increase significantly in the coming months and whether the country will meet its target of surpassing last year’s figure by the end of the year.

Although the sector’s overall performance and key quantitative indicators remain positive, a number of significant risks and pressing challenges lie behind these figures. Below, we compare the trends and changes in the international and Mongolian tourism markets.

QUANTITY OR QUALITY?

International tourism is shifting from a focus on quantity to quality, adopting a “value over volume” strategy. Rather than simply counting the number of tourists, countries are increasingly prioritizing the value visitors bring to local economies and communities and their overall economic impact.

According to research by UN Tourism, although modern travelers are taking trips less frequently, the average length of their stays and the amount they spend per trip have increased by 18–22 percent compared with the pre-pandemic period. For example, although the number of foreign visitors to France, one of Europe’s leading tourism destinations, in 2024–2025 had not yet returned to 2019 levels, tourism revenue exceeded 63.5 billion EUR, reaching a historic high. This has been attributed to tourists becoming more willing to spend on cultural events and premium services.

According to Spain’s National Statistics Institute (INE), the average daily spending of tourists visiting the country has risen to 170–195 EUR, a 21 percent increase from six years ago. Tourists are increasingly seeking longer, more comfortable and higher-quality travel experiences.

For this reason, international tourism markets are moving away from simply pursuing higher visitor numbers and are increasingly adopting policies aimed at maximizing the economic benefits generated by each tourist while reducing tourism’s negative environmental impact—in other words, shifting from volume to value.

Along with this trend, major cities around the world have begun introducing taxes and other measures to limit tourist numbers. Rather than accommodating millions of “low-spending” visitors, they are introducing regulations to attract and filter for economically capable, “high-value” travelers.

The authorities in Venice, Italy, for instance, have introduced an entry fee of 5 to 10 EUR for short-term visitors, particularly day-trippers. Amsterdam in the Netherlands has imposed a strict cap aimed at keeping annual tourist numbers below 20 million and has completely banned the construction of new hotels and certain tourism-related facilities in the city center.

These are just a few examples of the numerous policies and decisions introduced around the world to restrict and regulate tourism. This is the direction in which the macro trends and flows of international tourism are moving.

On the other hand, what is happening in Mongolia? A strategy of “value over volume”. Mongolia, however, has continued to pursue almost the opposite approach and remains firmly committed to it. Rather than focusing on the quality of tourists and the value they bring to the tourism sector, the country continues to chase visitor numbers.

This is the main reason Mongolia remains fixated on its goal and aspiration of attracting one million tourists. It also helps explain why tourism statistics and performance reports may appear positive while the actual situation on the ground remains less favorable.

For example, Mongolia welcomed 727,000 tourists in 2024. That year, tourism revenue reached a historic high of approximately 1.5–1.6 billion USD. However, despite receiving more than 120,000 additional visitors last year, tourism revenue barely reached 720 million USD. Industry experts say a similar situation is likely to be repeated this year.

According to reports from the Immigration Agency of Mongolia and the Tourism Professional Association, Russians and Chinese accounted for approximately 50–60 percent of the tourists who entered Mongolia this year. However, they are reportedly rarely seen in major tourist destinations, protected areas or tourism service facilities. Meanwhile, Japanese and South Korean visitors are said to make up the majority of tourists traveling to rural areas.

This is linked to the fact that Mongolia registers virtually every foreign passenger entering the country as a tourist, resulting in inflated visitor figures. The authorities do not adequately distinguish or accurately count how many of those arrivals are genuine tourists. This is the fundamental reason why tourist numbers continue to rise rapidly while tourism revenue and profitability indicators fail to show a corresponding increase.

Since the beginning of 2026, the number of travelers arriving in Mongolia has exceeded the same period last year by more than 20,000. International organizations continue to highlight Mongolia as one of the countries maintaining steady growth in tourism.

Yet tour operators and tourist camp operators say business activity has been relatively slow this year and revenues have been poor. The flow of visitors from South Korea, which has become one of Mongolia’s target tourism markets in recent years, has also reportedly declined sharply.

For this reason, tourism businesses and researchers are calling for a fundamental change: “At the very least, let us start by producing accurate tourist figures. We should stop counting every foreign national who crosses the border, including those who come to Mongolia to work on construction or road projects, as a tourist.”

They believe that only by doing so can Mongolia genuinely shift from quantity to quality and increase the actual economic benefits generated by tourism.

TRAVEL TRENDS AND PRIORITIES

Internationally, wellness tourism, which focuses on relaxation and health, and climate-sensitive tourism, which emphasizes environmentally responsible travel and sensitivity to climate change, are emerging as major trends.

Wellness travelers do not simply seek medical treatment and services. They choose these programs to support their mental health, relieve accumulated fatigue, escape social stress and recharge. They are increasingly willing to pay for travel packages offering a wide range of experiences, including yoga, meditation, spa treatments, hot springs, healthy eating, digital detox programs that limit smartphone and internet use, and relaxation in natural surroundings.

According to research by the Global Wellness Institute (GWI), wellness travelers spend 130 percent more than conventional tourists. As a result, countries are increasingly viewing them as high-value tourists and developing specialized products and services to attract them.

Climate-sensitive tourism, meanwhile, typically involves environmentally friendly programs, greater reliance on local communities and more traditional forms of travel. Studies have found that modern tourists, particularly Millennials and Generation Z, increasingly prefer eco-friendly travel programs that leave a minimal environmental footprint. Among younger travelers, even choosing airlines that operate aircraft with lower carbon emissions, as well as traveling by electric vehicles and horseback, is becoming increasingly popular.

Then, what types of tourism are trending in Mongolia? People working in the industry say wellness tourism aimed specifically at relaxation and health has yet to develop in Mongolia and remains a relatively new concept and service. However, nature-based and eco-tourism have gradually developed over the years.

B.Erkhem, who has worked as a tour guide for about 20 years, said, “Cultural tourism based on nomadic life and special-interest tourism remain the leading directions in Mongolia. Although they may sound like separate categories, both are essentially forms of nature-based tourism. Mongolian culture and nomadic life cannot be separated from nature. Special-interest tourism includes horseback riding, wildlife and bird watching, watching the sunset in the Gobi and visiting dinosaur footprints—all of which are connected to nature. The key issue is how we can align and develop these experiences with global trends in sustainable and eco-friendly tourism.”

“In recent years, more herder families in central provinces such as Arkhangai, Bulgan and Selenge have started hosting tourists. Cultural festivals and other events are also becoming more common. Integrating these activities with sustainable tourism policies would make them more valuable. Should we simply welcome every tourist who comes here and show them our most valuable product—our natural environment—for almost nothing? Mongolians can charge extremely high prices for empty buildings and vacant gers, yet we have failed to place a similar value on our natural environment,” the tour guide continued. 

“People criticize even a fee of 20,000–30,000 MNT for entering protected areas. But Bhutan, for example, charges every tourist a 100 USD sustainable development fee. They do not simply show visitors their natural environment; they also factor in the risks and costs associated with protecting it. We need to move closer to this model,” B.Erkhem further added. 

According to UN Tourism, the most pressing challenges currently facing the international tourism market are fluctuations in fuel prices and rising transportation costs stemming from the crisis in the Middle East.

For Mongolia, however, the most immediate challenge appears to be inflated tourism figures, and the policies and decisions of policymakers who continue to approach those figures without adequate scrutiny.

Published Date:2026-08-21