How Many Countries Promote Tourism? Nearly All of Them

The Short Answer

**~193 of 195 UN-recognized countries** actively promote tourism. The two notable exceptions: **North Korea** and **Turkmenistan**—both highly restrictive.

Why Tourism Promotion Is Near-Universal

• Economic engine: 10%+ global GDP pre-pandemic; 300M+ jobs
• Foreign exchange: Critical for developing economies
• Employment: Labor-intensive, entry-level to professional
• Infrastructure catalyst: Airports, roads, utilities benefit locals
• Soft power: Cultural diplomacy, national branding
• Conservation funding: Park fees, eco-tourism protect nature

How Countries Promote

• National Tourism Organizations (NTOs): VisitBritain, Tourism Australia, Incredible India, Brand USA
• Campaigns: "Malaysia Truly Asia," "100% Pure New Zealand," "Colombia: Magic Realism"
• Visa policy: E-visas, visa-free, visa on arrival — competition for visitors
• Investment incentives: Tax breaks for hotels, resorts, airlines
• Events: Expos, Olympics, World Cups, festivals
• Digital: Social media, influencers, virtual tours

The Two Holdouts

Others With Restrictions

• Bhutan: High-value, low-volume ($200/day fee) — promotes selectively
• Saudi Arabia: Opened 2019 (e-visa); previously Hajj/Umrah only
• Iran: Promotes but sanctions deter; visa hurdles
• Eritrea, Syria, Yemen: Conflict suppresses tourism despite heritage

Post-COVID Shift

Every country now promotes "safe travel," sustainability, and domestic tourism. The industry shrank 70% (2020); recovery uneven. But **no country has abandoned tourism promotion**—the economic stakes are too high.