Global tourism reaches 1.52 billion arrivals as Asia-Pacific rebounds and strong demand continues despite challenges
International tourist arrivals (overnight visitors) grew by 4% in 2025, as most destinations worldwide posted solid results. According to the first World Tourism Barometer of the year, an estimated 1.52 billion international tourists were recorded globally in 2025, almost 60 million more than in 2024.
These numbers reflect a return to pre-pandemic growth trends, closer to the 5% average increase per year between 2009 and 2019. Results were driven by strong demand, robust performance from large source markets, and the ongoing recovery of destinations in Asia and the Pacific. Increased air connectivity and enhanced visa facilitation also supported international travel in 2025.
UN Tourism Secretary-General Shaikha Alnuwais said: “Demand for travel remained high throughout 2025, despite high inflation in tourism services and uncertainty from geopolitical tensions. We expect this positive trend to continue into 2026 as the global economy is expected to remain steady and destinations still lagging behind pre-pandemic levels fully recover.”
Global Tourism Performance by Region
The World Tourism Barometer by UN Tourism provides comprehensive data for the sector by region, sub-region, and destination. Key takeaways from this edition show strong performance across most regions, with Asia-Pacific leading the recovery momentum.
Asia and the Pacific: Strong Rebound Continues
Arrivals in Asia and the Pacific (331 million) grew 6% in 2025 but are still 9% below 2019 levels as the region continued its post-pandemic rebound. The region’s recovery has been a major driver of global tourism growth.
Regional Highlights:
- North-East Asia led performance with 13% growth over 2024, demonstrating exceptional momentum
- South Asia successfully recovered to pre-pandemic levels
- The region’s ongoing recovery is expected to continue driving global tourism growth in 2026
Standout Destinations:
- Japan saw 17% growth (data through November), reflecting sustained international interest
- Bhutan recorded exceptional 30% growth (data through November)
- Mongolia posted 15% growth in tourism receipts (in local currency)
- Republic of Korea achieved 18% growth in tourism receipts and 10% growth in outbound expenditure
The Asia-Pacific region’s continued recovery, enhanced air connectivity, and growing outbound travel from emerging Asian markets are expected to be key drivers of international tourism in 2026.
Middle East: Strongest Performance Relative to 2019
The Middle East recorded 3% growth in 2025, equivalent to 39% above pre-pandemic levels – the strongest results relative to 2019 among all regions. The region virtually reached the mark of 100 million international visitors in 2025.
Key Performers:
- Egypt showed exceptional growth with 20% increase in arrivals and 17% growth in tourism receipts (in local currency)
- Sustained infrastructure development and major events continue to drive regional performance
- Strategic positioning as a hub connecting Europe, Asia, and Africa enhances the region’s appeal
Africa: Highest Regional Growth Rate
Africa (81 million arrivals) saw an 8% increase in arrivals in 2025, the highest growth rate among all regions.
Regional Performance:
- North Africa led with particularly strong 11% growth
- Morocco posted 14% growth in arrivals and 19% growth in tourism receipts (in local currency)
- Egypt achieved 20% growth in arrivals
- Seychelles recorded 13% growth
- South Africa saw 19% growth (data through November)
The continent’s diverse offerings – from beach resorts and wildlife safaris to cultural heritage and adventure tourism – continue to attract growing international interest.
Europe: World’s Largest Destination Region Maintains Momentum
Europe, the world’s largest destination region, recorded 793 million international tourists in 2025, a 4% increase from 2024 and 6% more than 2019.
Sub-regional Performance:
- Western Europe: 5% growth, maintaining its position as a top performer
- Southern Mediterranean Europe: 3% growth, driven by beach and cultural tourism
- Central and Eastern Europe: Strong rebound with 6% growth, though arrivals remained 9% below 2019 levels
Top Performing Destinations:
- Iceland recorded 29% growth (data through November)
- Latvia saw 11% growth in tourism receipts (in local currency)
- United Kingdom and France both achieved 9% growth in receipts
- Spain posted 7% growth in receipts and 16% growth in outbound expenditure
- Türkiye recorded 6% growth in receipts
The Americas: Mixed Regional Performance
The Americas (218 million arrivals) recorded 1% growth in 2025, with mixed results across sub-regions. After a strong first half of 2025, the region saw small declines in Q3 and Q4, partly due to weak results in the United States.
Sub-regional Highlights:
- South America: Led regional performance with 7% growth
- Central America: Strong 5% growth
- Caribbean: Flat performance (0% growth), with some destinations affected by Hurricane Melissa in the last quarter
Exceptional Performers:
- Brazil showed remarkable 37% growth in international arrivals
- Guyana recorded 24% growth (data through November)
Export Revenues from Tourism Reach Record USD 2.2 Trillion in 2025
Monthly data show strong visitor spending throughout 2025, with preliminary estimates pointing to USD 1.9 trillion in international tourism receipts globally, a 5% increase from 2024.
Total export revenues from tourism (including receipts and passenger transport) are estimated at USD 2.2 trillion in 2025 based on available data.
Key Revenue Highlights:
Strong Receipt Growth:
- International tourism receipts saw extraordinary growth in 2025 following an already strong 2024
- Many destinations posted higher increases in receipts than in arrivals, indicating improved yield per visitor
Top Performers in Tourism Receipts (in local currencies):
- Morocco: 19% growth
- Republic of Korea: 18% growth
- Egypt: 17% growth
- Mongolia: 15% growth
- Japan: 14% growth
- Latvia: 11% growth
- Mauritius: 10% growth
Major Tourism Earners:
- United Kingdom and France: both 9% growth (first 10-12 months)
- Spain: 7% growth
- Türkiye: 6% growth
Outbound Tourism Expenditure: Strong demand from major source markets:
- United States: 8% growth
- Spain: 16% growth
- Republic of Korea: 10% growth
- France: 4% growth
Industry Indicators Confirm Strong Performance
The positive results in international arrivals in 2025 are reflected in other industry indicators:
- International air capacity and passenger traffic: 7% growth through October 2025 (IATA data)
- Global hotel occupancy: 66% in November 2025, matching November 2024 levels (STR data)
- Tourism receipts: Record USD 2.2 trillion in total export revenues
- Enhanced connectivity: Increased flight frequencies and new routes across regions
- Visa facilitation: Continued easing of entry requirements supporting travel growth
Outlook for 2026: Continued Growth Amid Challenges
International tourism is expected to grow 3% to 4% in 2026 compared to 2025, assuming that Asia and the Pacific continues to recover, global economic conditions remain favorable, and geopolitical conflicts do not escalate.
Key Assumptions:
- Continued recovery in Asia and the Pacific region
- Favorable global economic conditions
- Stable geopolitical environment without escalation of conflicts
UN Tourism’s prospects for 2026 reflect a normalization of growth rates after a strong rebound in international arrivals in 2023 (+34%), 2024 (+11%), and 2025 (+4%).
Expert Confidence:
This positive outlook is confirmed by the latest UN Tourism Confidence Index and survey among the Panel of Experts:
- 58% of experts foresee better or much better performance in 2026 than in 2025
- 31% expect similar results
- 11% anticipate worse performance
Challenges and Opportunities for 2026
Main Challenges: Survey respondents pointed to three primary challenges that international tourism could face in 2026:
- Economic factors and uncertainty
- High travel costs and persistent inflation in tourism services
- Geopolitical risks and ongoing conflicts
Approximately half of all experts viewed these factors as most relevant to 2026 performance.
Inflation Concerns: While headline inflation has receded globally in 2025, inflation in tourism-related services remains elevated by historical standards. Against this backdrop, tourists are expected to continue seeking value for money according to the Panel of Experts.
Risk Factors:
- Uncertainty from geopolitical risks and ongoing conflicts
- Trade tensions between major economies
- Extreme weather events and climate-related disruptions
- Potential impact on traveler confidence
Drivers: Despite challenges, several factors will support tourism growth in 2026:
- Solid consumer demand: Continued strong desire for travel experiences
- Enhanced air connectivity: New routes and increased flight frequencies
- Growing outbound travel from emerging markets: Particularly from Asia
- Positive global economy: Expected steady economic conditions
- Lower oil prices: Potentially reducing travel costs
Major International Events:
- Milano Cortina 2026 Winter Olympics (Italy)
- FIFA World Cup 2026 (Canada, United States, and Mexico)
- Numerous regional sporting, cultural, and business events
Regional Outlook Summary
Asia and the Pacific: Expected to continue strong recovery, closing the gap with pre-pandemic levels. Growing middle class and enhanced connectivity will drive both inbound and outbound travel.
Middle East: Sustained growth expected, building on strong 2025 performance. Major infrastructure projects and events will continue attracting visitors.
Africa: Momentum expected to continue with diverse offerings attracting adventure, wildlife, and cultural tourism segments.
Europe: Steady growth anticipated across most sub-regions, with Central and Eastern Europe continuing recovery.
The Americas: Performance dependent on U.S. market recovery and continued strength in South and Central America.
The global tourism sector demonstrated remarkable resilience in 2025, with 1.52 billion international arrivals representing solid growth despite challenges including inflation, geopolitical tensions, and extreme weather events. Asia and the Pacific’s strong recovery momentum, combined with sustained performance across other regions, positions the sector for continued growth in 2026.
As the industry looks ahead, the focus remains on balancing growth with sustainability, managing inflation in tourism services, and navigating geopolitical uncertainties while capitalizing on strong underlying demand for international travel experiences.
