Turkey now joins China, the US, Japan, India, Canada, the UK and Romania in driving an impressive travel ‘comeback from within’. And, all have experienced a significant surge in local travel demand that has directly catalysed a recovery in their domestic tourism economies. And the change has been engineered by citizens increasingly keen to explore their own countries like never before—staying longer, spending more and going local to find meaningful and value-driven getaways. As a new generation of travelers situation economic challenges, expensive airfares, and evolved travel priorities, these countries capitalize on a resurgence in regional adventures and cultural renaissance. And the result is a homegrown tourism surge that is breathing life into local businesses, supporting the growth of infrastructure and keeping millions of dollars in travel expenses inside the nation’s borders.

Turkey: Local Wanderlust Powers New Heights in Travel Spending

In the first quarter of 2025, Turkey witnessed an extraordinary boom in travel from within its borders. The country recorded 10.75 million domestic trips, a stunning 28.4% increase from the same period in 2024. Turkish citizens also extended their average stays to 6.7 nights, resulting in 85.32 million overnights across the nation. Total domestic travel spending soared by 68.9%, reaching 76.43 billion Turkish Lira, with 93.5% of that amount coming from independent travelers rather than tour packages.

Interestingly, the spending habits reflect a deeper engagement with the travel experience itself. Turks directed 32% of their budgets toward food and drink, 28.4% on transportation, and 10.8% on accommodation. Visits to family members led the motivations, followed by vacations and health trips. And while hotels still played a role, most travelers opted to stay with family or friends, showing a preference for intimate and cost-effective journeys. This surge in homegrown exploration has not only energized local tourism operators, but also strengthened regional economies across Anatolia and beyond.

China: Billions of Trips Spark a Tourism Engine From Within

China continues to break records with the sheer scale of its internal travel momentum. During the 40-day Lunar New Year period alone, citizens made 9.02 billion domestic trips, shattering previous records. Train travel hit 513 million passengers, and air travel surged by 7.4% compared to last year. The May Day holiday brought another 314 million trips, up 6.5%, and generated over RMB 180 billion in spending—an 8% year-over-year jump. Even shorter breaks like the Dragon Boat Festival fueled 119 million trips and RMB 42.7 billion in revenue.

This massive movement isn’t just about volume—it’s about intent. Chinese travelers are increasingly choosing nature-based experiences, historical regions, and rural escapes. The government’s infrastructure investments have made it easier for people to access remote provinces and second-tier cities, driving economic activity far beyond the major metropolitan areas. China’s domestic tourism revival is acting as a stabilizer for industries from hospitality to transport and is now a key pillar of the country’s post-COVID economic strategy.

United States: Record-Breaking Numbers Fuel a Coast-to-Coast Revival

While international arrivals in the US have dipped slightly, Americans are traveling across their own country in numbers not seen in decades. In Q1 2025, Florida alone welcomed 41 million travelers, and 92% were domestic visitors. Leisure travel rose 13.8% in April, and the trend of “bleisure”—mixing business with leisure—is driving new patterns in hotel bookings and weekend getaways. TSA reported historic screening volumes, confirming the rise in air-based domestic movement.

The American traveler is also spending more per trip, with destinations like national parks, beach towns, and mid-sized cities experiencing record occupancy and demand. States have doubled down on regional travel marketing, promoting local food trails, road trips, and hidden gems. The result is not just a tourism boost, but a ripple effect into small businesses, car rental companies, and even state park systems. Domestic travel has become a core economic engine in the US, and in 2025, it’s not slowing down.

Japan: Heritage, Islands, and Countryside Anchor a Local Boom

Japan’s residents are embracing their own islands like never before. In 2024, the country saw 540 million domestic trips, and 2025 has picked up right where it left off. Japanese citizens spent a staggering ¥26.2 trillion (around $181 billion) exploring their own landscapes. Government campaigns promoting “micro-travel” and rural revitalization have helped encourage more locals to explore lesser-known prefectures, particularly in Kyushu, Shikoku, and Hokkaido.

Cultural events, wellness retreats, and regional gastronomy have become huge drivers of this resurgence. The tourism ministry has offered travel subsidies and special holiday packages to extend trips and distribute travel demand more evenly across regions. These efforts have turned local tourism into a sophisticated, economically significant engine—powering everything from local train lines to traditional inns. Japan’s quiet countryside is now thriving on the footsteps of its own people.

India: Rising Middle Class Fuels Travel and Infrastructure Growth

India’s domestic skies are busier than ever. In April 2025, domestic air passenger traffic jumped 10.2% year-over-year. This growth is closely tied to an expanding middle class, improved affordability, and growing trust in air travel. At the same time, India saw a wave of hotel construction, with 693 new projects under development totaling 89,000 rooms, reflecting investor confidence in local travel demand.

Beyond air travel, spiritual circuits, heritage routes, and government-led tourism campaigns are making domestic exploration more accessible to all income levels. Many Indians are venturing into offbeat destinations—from the Northeast to the deserts of Rajasthan—turning internal tourism into a diverse, multi-dimensional experience. India’s local travel industry is no longer seasonal or region-specific; it’s become a year-round, nationwide movement.

Canada: Regional Adventures Drive Spending Growth

Canada’s domestic tourism scene is flourishing in 2025. In the first quarter, domestic tourism spending rose to C$21.4 billion, a 4% increase year-on-year, and 38% higher than 2019 levels. This increase reflects a strong consumer preference for regional road trips, outdoor escapes, and nature-centric vacations. Canadians are choosing weekend escapes to the Rockies, extended stays in Atlantic Canada, and immersive Indigenous tourism experiences.

Provinces like British Columbia and Quebec have led the way, reporting strong occupancy rates and rising small-business revenues tied to tourism. With a well-developed tourism infrastructure and strong support from federal and provincial governments, Canada’s local travel sector is entering a new era of sustainability and economic power. Seasonal events, culinary festivals, and regional pride are helping Canadians rediscover their own land in creative and impactful ways.

United Kingdom: Staycations Transform Regional Economies

The United Kingdom has seen a solid uptick in internal travel, particularly in Scotland. In Q1 2025, UK residents made 56 million leisure day trips, generating £2 billion in spending. Coastal destinations, countryside retreats, and historical sites remain in high demand as travelers opt for more affordable, flexible alternatives to overseas vacations.

Scottish cities like Edinburgh and Inverness have reported strong visitor numbers, and staycation campaigns across Wales and Northern England have kept tourism momentum steady. Public-private partnerships have supported infrastructure upgrades, boosting both convenience and appeal for domestic travelers. As the cost of international travel remains high for many households, the UK’s internal travel economy is reaping the benefits.

Romania: Local Travel Keeps Climbing in 2025

Romania continues to build on a late-2024 increase in local travel. In December 2024, the country reported a 4.9% rise in overnight stays, and that trend has carried into 2025 with new momentum. Popular areas such as the Black Sea resorts, Transylvania, and the Carpathian Mountains are drawing larger numbers of Romanian travelers seeking affordable and enriching getaways.

With improved road networks and more regional flight connections, Romanians are exploring their country with greater ease. Boutique accommodations, farm stays, and cultural events have gained popularity, especially among young travelers and families. As economic confidence grows, more Romanians are choosing to spend their holidays locally, contributing directly to the national tourism economy.

Turkey has joined China, the US, Japan, India, Canada, the UK, and Romania in leading a travel revival from within, as rising local demand and increased travel spending drive powerful growth across each country’s tourism sector. This shift is fueled by citizens choosing homegrown getaways over international trips, boosting economies from the inside out.

A Global Travel Revival Led by Locals

As the world adjusts to changing travel patterns and economic priorities, countries like Turkey, China, the US, Japan, India, Canada, the UK, and Romania have proven that the tourism industry can thrive without depending on foreign visitors. This revival, fueled by local travelers, is not only stabilizing national economies but also redefining how people connect with their own cultures, landscapes, and communities. In 2025, the most powerful force in global tourism is coming from within—and it’s reshaping the future of travel, one country at a time.