Sri Lanka’s tourism sector is showing promising signs of recovery, with a 33% year-on-year (YoY) increase in tourist arrivals during the first 10 days of June 2025. The island welcomed 43,962 visitors compared to 33,017 in the same period last year.

The daily average number of tourists also rose significantly, reaching 4,396 visitors per day, up from 3,302 during the first 10 days of June 2024. This uptick is encouraging, especially given that June is traditionally an off-season month for travel to Sri Lanka.

The Sri Lanka Tourism Development Authority (SLTDA) projects 177,257 arrivals for the entire month of June. However, industry stakeholders remain cautious due to a shortfall in arrivals during the first five months of 2025. From January to May, tourist arrivals missed projections by a cumulative 279,452 visitors, underscoring ongoing challenges in converting interest into actual visits despite improving macroeconomic conditions.

Between January 1 and June 10, 2025, Sri Lanka welcomed over 1.07 million tourists, marking a 16% increase compared to 927,196 visitors during the same period in 2024. Notably, arrivals in January, February, and May 2025 exceeded pre-pandemic levels seen in 2018, highlighting Sri Lanka’s renewed appeal as a travel destination.

Despite these positive trends, consistent growth remains elusive. A key hurdle has been the delay in launching a global tourism campaign, which has not been updated in 16 years. The much-anticipated ‘Nation Branding’ campaign, set to launch on June 26, is expected to boost Sri Lanka’s visibility in key markets and drive higher arrivals during the lucrative winter season.

In June 2025, India, the UK, and Bangladesh emerged as the top source markets, contributing 12,362, 3,740, and 2,717 tourists respectively. Year-to-date, India leads with 216,422 arrivals, followed by Russia (111,285) and the UK (100,014). These markets remain central to Sri Lanka’s tourism recovery strategy.

Sri Lanka aims to attract 3 million tourists and generate $5 billion in tourism revenue by the end of 2025. To meet this target, the industry needs to draw approximately 1.93 million visitors 64.2% of the annual goal during the remaining months of the year. So far, the sector has generated over $1.54 billion in revenue in the first five months, with $3.46 billion still needed to reach the target.

In 2024, Sri Lanka’s tourism revenue reached $3.16 billion, a substantial 53.2% increase from $2.07 billion in 2023, reflecting the sector’s strong recovery momentum.

Stay tuned for updates on the upcoming Nation Branding campaign and further developments in Sri Lanka’s tourism industry.

Sri Lanka’s tourism sector is showing promising signs of recovery, with a 33% year-on-year (YoY) increase in tourist arrivals during the first 10 days of June 2025. The island welcomed 43,962 visitors compared to 33,017 in the same period last year.

The daily average number of tourists also rose significantly, reaching 4,396 visitors per day, up from 3,302 during the first 10 days of June 2024. This uptick is encouraging, especially given that June is traditionally an off-season month for travel to Sri Lanka.

The Sri Lanka Tourism Development Authority (SLTDA) projects 177,257 arrivals for the entire month of June. However, industry stakeholders remain cautious due to a shortfall in arrivals during the first five months of 2025. From January to May, tourist arrivals missed projections by a cumulative 279,452 visitors, underscoring ongoing challenges in converting interest into actual visits despite improving macroeconomic conditions.

Between January 1 and June 10, 2025, Sri Lanka welcomed over 1.07 million tourists, marking a 16% increase compared to 927,196 visitors during the same period in 2024. Notably, arrivals in January, February, and May 2025 exceeded pre-pandemic levels seen in 2018, highlighting Sri Lanka’s renewed appeal as a travel destination.

Despite these positive trends, consistent growth remains elusive. A key hurdle has been the delay in launching a global tourism campaign, which has not been updated in 16 years. The much-anticipated ‘Nation Branding’ campaign, set to launch on June 26, is expected to boost Sri Lanka’s visibility in key markets and drive higher arrivals during the lucrative winter season.

In June 2025, India, the UK, and Bangladesh emerged as the top source markets, contributing 12,362, 3,740, and 2,717 tourists respectively. Year-to-date, India leads with 216,422 arrivals, followed by Russia (111,285) and the UK (100,014). These markets remain central to Sri Lanka’s tourism recovery strategy.

Sri Lanka aims to attract 3 million tourists and generate $5 billion in tourism revenue by the end of 2025. To meet this target, the industry needs to draw approximately 1.93 million visitors 64.2% of the annual goal during the remaining months of the year. So far, the sector has generated over $1.54 billion in revenue in the first five months, with $3.46 billion still needed to reach the target.

In 2024, Sri Lanka’s tourism revenue reached $3.16 billion, a substantial 53.2% increase from $2.07 billion in 2023, reflecting the sector’s strong recovery momentum.

Stay tuned for updates on the upcoming Nation Branding campaign and further developments in Sri Lanka’s tourism industry.

Starting July 1, 2025, residents of the United Arab Emirates (UAE) holding valid residency permits will be able to enter Armenia without a visa, marking a significant expansion of Armenia’s visa-free travel policy. Previously, only UAE nationals enjoyed visa-free access, while expatriate residents had to obtain visas on arrival.

The new policy applies to residents with residency permits valid for at least six months and allows stays of up to 90 days within any 180-day period for tourism, leisure, or business purposes.

This change is part of a broader Armenian government initiative to enhance tourism, investment, and economic ties with the Gulf Cooperation Council (GCC) countries, which include the UAE, Saudi Arabia, Bahrain, Kuwait, Oman, and Qatar. The policy also aligns with Armenia’s visa-free arrangements for residents of the European Union, the Schengen Area, and the United States.

The Armenian cabinet approved this reform in May 2025 to facilitate easier travel for expatriates living in these economically significant regions and to boost Armenia’s attractiveness as a destination for short-term visitors and business travelers.

Armenia’s strategic location at the crossroads of Europe and Asia, combined with its rich cultural heritage—including UNESCO World Heritage monasteries like Geghard and Khor Virap—and natural attractions such as Lake Sevan and Dilijan National Park, makes it an appealing destination for UAE residents, particularly expatriates.

The country is accessible via direct flights from Dubai and other UAE cities through airlines such as flydubai, Air Arabia, and Wizz Air. Armenian tourism officials expect the visa-free entry for UAE residents to increase tourist arrivals, strengthen economic relations, and promote business engagements between Armenia and the GCC.

Lusine Gevorgyan, Chairperson of Armenia’s Tourism Committee, emphasized that this milestone reflects Armenia’s commitment to making the country more accessible to regional travelers seeking meaningful cultural and leisure experiences. The visa waiver is also expected to encourage more frequent travel and investment flows, with officials optimistic about a rise in direct flights and business cooperation.

In summary, from July 1, 2025, UAE residents with valid residency permits will benefit from visa-free entry to Armenia for up to 90 days, a move designed to enhance tourism, business, and bilateral relations between Armenia and the GCC region.

In 2025, the world’s cleanest countries are not just global leaders in environmental health—they are also innovators in climate policy, renewable energy, and sustainable development. These nations have earned top rankings through rigorous assessment by the Environmental Performance Index (EPI) and the Climate Change Performance Index (CCPI), which together provide the most authoritative and data-driven evaluations of national environmental performance.

The EPI, developed by Yale and Columbia Universities, uses 58 indicators across 11 categories—ranging from air and water quality to biodiversity and climate policy—to rank 180 countries on how well they meet sustainability targets. The CCPI, meanwhile, evaluates 63 countries and the EU, covering over 90% of global greenhouse gas emissions, and assesses performance in GHG emissions, renewable energy, energy use, and climate policy.

These indices are vital tools for policymakers, businesses, and communities, offering a granular view of each country’s strengths and weaknesses, helping to set targets, track trends, and identify best practices for a sustainable future. High-ranking countries benefit from advanced regulatory frameworks, greener infrastructure, and new market opportunities for sustainable technologies. Here’s a closer look at what sets each of the top 10 apart in 2025:

1. Estonia (EPI Score: 75.3)

Estonia leads the world in cleanliness and sustainability, thanks to its extensive forest cover, effective use of bioenergy, and a strong focus on natural resource management. The country has set ambitious climate goals, including a 70% reduction in greenhouse gas emissions by 2030 and carbon neutrality by 2050.

Estonia achieved an 11.3% emissions reduction in late 2024, outpacing the rest of the EU, even as its economy grew. The capital, Tallinn, has become a beacon of urban sustainability, winning the ITB Earth Award 2025 for its zero-waste Song and Dance Celebration, which drastically cut single-use plastics and promoted circular economy practices.

Estonia’s environmental policies have also led to Europe’s cleanest air and ongoing investments in wind, solar, and energy storage. However, the country faces challenges in fully phasing out fossil fuels and balancing biomass production with forest conservation.

2. Luxembourg (EPI Score: 75.0)

Luxembourg stands out as a small nation with outsized environmental achievements, earning an EPI score of 75.0 in 2024 and a 4.1-point rise over the past decade. The country leads the world in water management, boasting a near-perfect score of 90.6 in Water Resources and an astounding 99.8 in Sanitation & Drinking Water. Over 55% of Luxembourg’s land is protected, contributing to a top-tier biodiversity score of 84.8.

The nation’s capital has pioneered green investments, while advanced wastewater treatment and strict EU-aligned standards keep pollution low. While Luxembourg excels in ecosystem vitality and heavy metal pollution control, it continues to work on reducing per capita greenhouse gas emissions and curbing tree cover loss.

3. Germany (EPI Score: 74.6)

Germany ranks third globally with an EPI score of 74.6 in 2024, marking a 4.4-point improvement over ten years. The country treats 100% of its urban wastewater, achieving a high 89.1 in Water Resources, and protects a significant share of its land and seas, reflected in its 82.4 Biodiversity & Habitat score.

Germany’s robust environmental policies are complemented by massive investments in green infrastructure and renewable energy. The nation’s cities are recognized for clean air, efficient public transport, and progressive urban planning. Germany’s approach demonstrates that sustainability can go hand in hand with industrial progress, though ongoing industrial emissions remain a challenge.

4. Finland (EPI Score: 73.7)

Finland secures the fourth spot with a 2024 EPI score of 73.7, though this reflects a slight decrease from its 2014 score. The country is a global leader in public health, scoring a perfect 100.0 in both Sanitation & Drinking Water and Heavy Metals. Finland’s well-managed forests, protected natural areas, and clean air contribute to its strong ecosystem vitality.

The nation’s deep cultural connection to nature is evident in its policies, which seamlessly integrate sustainability into daily life. Finland’s challenge lies in maintaining its high standards amid growing urbanization and climate pressures.

5. United Kingdom (EPI Score: 72.7)

The United Kingdom earns an EPI score of 72.7 in 2024, up by 2.1 points over the past decade. The UK has made significant progress in reducing carbon emissions, largely through aggressive wind energy deployment and expanded recycling programs. Urban green spaces and biodiversity conservation have improved city livability and environmental health.

The UK continues to update its climate policies to meet international targets, but faces ongoing challenges with air quality in some metropolitan areas and the need for further emissions reductions.

6. Sweden (EPI Score: 70.5)

Sweden ranks sixth with a 2024 EPI score of 70.5, showing a modest 1.6-point increase over ten years. The country’s energy mix is dominated by hydropower and wind, and it is a pioneer in negative emissions technologies.

Sweden’s cities are models of sustainable urban development, and the nation’s commitment to clean air, water, and biodiversity is unwavering. However, Sweden faces pressure to further reduce emissions from transportation and industry to meet its ambitious climate goals.

7. Norway (EPI Score: 70.0)

Norway holds the seventh position with a 2024 EPI score of 70.0, up 3.6 points over the last decade. The country boasts nearly universal access to clean drinking water and sanitation, and its electricity is almost entirely supplied by hydropower.

Norway’s proactive climate policies and investments in electric mobility and carbon capture have resulted in some of the world’s lowest per capita emissions. The country’s challenge is balancing oil and gas exports with its climate commitments.

8. Austria (EPI Score: 69.0)

Austria scores 69.0 on the 2024 EPI, reflecting a slight decrease of 0.3 points over ten years. The country excels in maintaining clean cities and countryside through strict agricultural and chemical regulations. Austria’s public transport system and urban planning support eco-living, while strong environmental laws ensure high water quality and effective waste management.

Austria’s challenge is to address areas of stagnation and reinvigorate progress on climate adaptation and emissions reduction.

9. Switzerland (EPI Score: 68.0)

Switzerland earns a 2024 EPI score of 68.0, up 1.8 points over the last decade. The country is renowned for its pristine landscapes, robust waste management, and advanced water treatment systems.

Switzerland’s environmental protection laws and public engagement in sustainability initiatives help maintain high living standards and ecological health. However, Switzerland must continue to innovate in renewable energy and reduce its ecological footprint to stay ahead.

10. Denmark (EPI Score: 67.9)

Denmark rounds out the top ten with an EPI score of 67.9 in 2024, a 1.7-point increase over ten years. The nation is a global leader in wind energy and urban planning that prioritizes cycling and green spaces. Denmark’s comprehensive recycling policies and low pollution levels make it a model for clean living. 

The country’s ongoing challenge is to further cut emissions from agriculture and transportation while maintaining economic growth.

How Are These Rankings Determined?

Environmental Performance Index (EPI):

• Uses 58 indicators across 11 categories, including air quality, water and sanitation, biodiversity, habitat protection, and climate policy.
• Weights environmental health (40%) and ecosystem vitality (60%) to reflect both immediate human well-being and long-term sustainability.
• Draws data from the WHO, UN, and other global agencies, providing a scorecard for each country and highlighting leaders and laggards.

Climate Change Performance Index (CCPI):

• Assesses four main categories: GHG emissions (40%), renewable energy (20%), energy use (20%), and climate policy (20%).
• Uses 14 indicators, combining quantitative data (from IEA, FAO, UNFCCC) and qualitative expert assessments of national and international climate policy.
• Covers 63 countries and the EU, representing over 90% of global GHG emissions.

These indices are not just academic—they guide policy, inform investment, and help countries benchmark progress toward sustainability goals. High-ranking countries typically have strong regulatory frameworks, transparent governance, and engaged civil societies, making them attractive for sustainable business and investment.

Why Does This Matter?

• Policy Guidance: Countries use EPI and CCPI data to set targets, track trends, and refine environmental policies.
• Business and Investment: High scores signal a favorable environment for green investment and sustainable business operations.
• Public Health: Clean air, water, and effective waste management directly improve quality of life and reduce healthcare costs.
• Global Leadership: These nations serve as models for others striving to balance economic growth with environmental stewardship.

Summary point

As environmental challenges grow increasingly urgent worldwide, the achievements of these top 10 cleanest countries in 2025 offer both inspiration and a practical roadmap for sustainable development. Their success demonstrates that with visionary leadership, innovative technologies, and committed public participation, it is possible to safeguard natural resources, improve public health, and foster economic growth simultaneously.

By learning from their policies and practices, other nations can accelerate their own journeys toward a cleaner, greener, and more resilient future—ensuring a healthier planet for generations to come

Vietnam’s tourism industry is making headlines in 2025, as the country rolled out the welcome mat for a staggering 9.2 million international visitors in just the first five months of the year. This impressive milestone marks a dramatic leap—up nearly 24% compared to the same period last year—and signals a vibrant comeback for Vietnam as a global travel hotspot.

The surge is powered by a wave of travelers from key Asian markets. China tops the list, sending over 1.58 million tourists between January and March—a jump of more than 78% year-on-year, according to the Vietnam National Administration of Tourism (VNAT). South Korea follows closely, with 1.3 million arrivals, while India, Japan, and Taiwan are also showing robust growth.

Notably, neighboring countries like Cambodia and the Philippines have doubled their visitor numbers, reflecting a broader regional enthusiasm for Vietnam’s unique blend of culture, cuisine, and natural beauty.

European tourists are returning in droves, too, especially from visa-exempt countries like the UK, France, and Germany. Russia stands out with a remarkable 110% increase in arrivals. Meanwhile, long-haul travelers from the United States and Australia continue to flock to Vietnam’s vibrant cities and scenic landscapes.

This tourism boom is no accident. The Vietnamese government has actively relaxed visa policies, launched savvy promotional campaigns, and invested in infrastructure to make travel smoother and more appealing. The Tet (Lunar New Year) holiday in early 2025 provided an extra boost, with tourism revenues in some provinces surpassing VND 1 trillion (about US$39.5 billion) and foreign arrivals spiking by 30% during the festive season (VNAT, 2025).

With these record-breaking numbers, Vietnam’s tourism sector is not just bouncing back from the pandemic—it’s setting new benchmarks and fueling economic growth through job creation, increased spending, and stronger global connections. If this momentum continues, Vietnam is well on its way to becoming one of Asia’s most sought-after destinations (VNAT, VietnamPlus, 2025).

Malaysia has firmly established itself as Asia’s most visited country in the first quarter of 2025, attracting over 10.1 million foreign tourists and surpassing long-time regional leaders such as Thailand and Singapore. This impressive 22% year-on-year increase signals a significant shift in the region’s tourism dynamics, highlighting Malaysia’s growing prominence as a top global travel destination.

Visa Relaxation Fuels Tourism Surge

A key factor driving this surge is Malaysia’s progressive visa policies. The government extended visa-free entry for Chinese nationals for five years, with the possibility of further extension until 2036, and granted Indian tourists visa-free access through 2026.

These initiatives have dramatically lowered travel barriers for two of the world’s largest outbound travel markets, resulting in a substantial influx of visitors. Additionally, Malaysia has implemented streamlined e-visa and eNTRI (Electronic Travel Registration & Information) systems, enabling faster and more convenient entry for tourists from over 60 countries.

Singapore Leads as Top Source Market

Singapore remains Malaysia’s largest source of visitors, with nearly 5 million arrivals in Q1 2025, reflecting strong bilateral ties and seamless cross-border travel facilitated by improved transport links such as the Rapid Transit System (RTS) connecting Johor Bahru and Singapore.

China follows closely as the second-largest market, contributing 1.12 million visitors, while Indonesia ranks third with 1.08 million tourists. Other notable source countries include Thailand, Brunei, India, and Australia, indicating Malaysia’s broad regional and international appeal.

Regional Competition and Changing Travel Patterns

Malaysia’s rise comes amid evolving regional tourism trends. Thailand, historically Southeast Asia’s tourism leader, recorded 9.55 million visitors in Q1 2025, placing it second behind Malaysia. Vietnam and Singapore followed with 6 million and 4.3 million arrivals, respectively.

Malaysia’s reputation for safety, family-friendly environments, and cultural diversity has attracted travelers seeking alternatives to traditional hotspots. Meanwhile, Thailand has faced challenges including political unrest and security concerns that have impacted tourist confidence.

Strategic Infrastructure and Connectivity Investments

Malaysia’s tourism revival is supported by significant investments in infrastructure and connectivity. Since mid-2024, the Ministry of Tourism, Arts, and Culture has facilitated over 3,100 weekly international flights with a combined seating capacity exceeding 620,000, enhancing accessibility from key markets in Asia, Europe, and North America.

Major airports such as Kuala Lumpur International Airport (KLIA) and Penang International Airport have undergone upgrades to improve passenger experience. The government has also expanded tourism corridors and improved road and rail networks to popular destinations like Langkawi, Penang, and the Cameron Highlands.

Economic Impact and Industry Growth

The tourism sector’s resurgence is delivering substantial economic benefits. Malaysia welcomed 6.7 million international visitors in the first two months of 2025 alone, a 31.3% increase compared to the previous year and 14.5% above pre-pandemic levels. Total tourist receipts reached RM106.78 billion in 2024, representing a 43.7% increase over 2023 and surpassing pre-pandemic figures by 20%.

This growth has spurred job creation across hospitality, retail, transportation, and cultural sectors, contributing significantly to Malaysia’s GDP and supporting small and medium enterprises (SMEs) in rural and urban areas alike.

Diverse Attractions and Global Recognition

Malaysia’s diverse attractions continue to captivate travelers worldwide. Visitors are drawn to iconic landmarks such as the Petronas Twin Towers and Batu Caves, alongside natural wonders including the pristine beaches of Langkawi and Tioman Island, and the biodiverse rainforests of Sarawak and Sabah, home to unique wildlife like orangutans and proboscis monkeys.

The country’s vibrant cultural festivals, world-class cuisine, and warm hospitality further enhance its appeal. In 2024, Malaysia was named Asia’s “most loved country” by Insider Monkey, a testament to its growing international reputation.

Sustainability and Future Prospects

Malaysia is also committed to sustainable tourism development. Initiatives promoting eco-tourism, community-based tourism, and conservation efforts are gaining momentum, aligning with global trends and traveler preferences. The government’s 2024-2026 tourism roadmap emphasizes responsible tourism practices, digital innovation, and diversification of tourism products to include wellness, adventure, and cultural tourism.

Looking ahead, Malaysia is poised to surpass 26.2 million tourist arrivals by the end of 2025, fully recovering from the pandemic’s impact and setting new records. The upcoming Visit Malaysia Year 2026 campaign is expected to further boost international arrivals, supported by continued marketing efforts, enhanced infrastructure, and strategic partnerships with global travel stakeholders.

With its blend of strategic policy, enhanced connectivity, rich cultural heritage, and commitment to sustainable tourism, Malaysia is not only leading Asia’s tourism recovery but also redefining the region’s travel landscape as a premier destination for travelers worldwide.