Published on
September 11, 2025
International tourism has experienced a remarkable recovery in the first half of 2025, as reported by the United Nations World Tourism Organization (UNWTO). Global travel has seen an overall increase of 5% compared to the same period last year, marking a significant recovery that has now surpassed pre-pandemic levels by 3%. With nearly 690 million international tourists traveling between January and June 2025, this surge represents a growth of 33 million more arrivals than during the same months in 2024. While the growth is positive, it has been observed that regional performance has varied significantly across different parts of the world.
Regional Tourism Growth Patterns
The growth of international tourism in 2025 has shown a varied performance across regions. Africa, in particular, has led the way with the strongest year-on-year growth, recording an impressive 12% increase in international arrivals. The region’s growth has been driven by emerging destinations that have attracted a large number of visitors, offering both adventure and cultural experiences that have resonated with global travellers.
In Asia and the Pacific, the recovery is well underway but remains slightly below pre-pandemic levels. The region has now reached 92% of its pre-COVID arrival numbers, an increase of 11% over 2024. Despite some challenges, countries in this region are seeing a steady resurgence in travel, particularly in markets that have long been considered tourism powerhouses.
Europe has experienced a moderate, yet significant, growth of 4% in international arrivals. With nearly 340 million inbound travellers during the first half of the year, the continent remains a top destination for tourists worldwide. Europe’s appeal continues to thrive, thanks to its rich cultural heritage, scenic landscapes, and renowned hospitality, which attract millions of visitors each year.
The Middle East has seen a decline of 4% in international tourist arrivals compared to 2024. However, the region has still managed to show a notable 29% growth compared to pre-pandemic levels in 2019. This recovery highlights the resilience of the Middle Eastern tourism sector, which has made significant strides in rebuilding its travel infrastructure, boosting its appeal for both leisure and business travellers alike.
Americas: Mixed Performance in North and South America
In the Americas, tourism growth has been mixed. Overall, international arrivals in the Americas increased by 3% year-on-year, though the performance was not uniform across the region. South America stood out with a remarkable 14% surge in international tourist arrivals, driven by countries such as Brazil and Argentina, which have increasingly become hotspots for adventure and cultural tourism.
On the other hand, North America has seen little change in its tourism numbers, with some slight declines in the United States and Canada. This stagnation in North American tourism can be attributed to various factors, including higher travel costs and the changing preferences of travellers looking to explore more diverse destinations abroad.
Growth in Emerging and Popular Destinations
Emerging destinations have performed particularly well in 2025. Several countries in the Asia-Pacific region, including Japan, Vietnam, South Korea, Malaysia, Indonesia, and Hong Kong, have seen robust growth in international arrivals. Japan and Vietnam, in particular, have experienced a surge in tourists, with both nations seeing an impressive 21% increase in arrivals. These countries have become major players in the tourism industry, attracting travellers with their unique cultural offerings, beautiful landscapes, and rich histories.
In addition to Asia, Morocco and the Netherlands are also standing out as emerging tourism hubs, with Morocco seeing a 19% increase and the Netherlands recording a 9% growth in international arrivals. These destinations are benefiting from the growing interest in diverse cultural experiences, rich traditions, and the appeal of lesser-explored regions.
Popular destinations such as France and Spain continue to perform strongly, with both countries reporting a 5% increase in international arrivals compared to 2024. These classic destinations have long been favourites among international tourists due to their iconic landmarks, world-renowned cuisine, and vibrant atmospheres.
Increased Spending by International Visitors
A notable trend in the first half of 2025 is the increase in international visitor spending. Countries such as Japan, the United Kingdom, Singapore, and South Korea have seen significant rises in tourism revenue. Japan, for instance, has witnessed an 18% increase in spending by international visitors, while the UK has seen a 13% rise up until March 2025. Singapore and South Korea have also enjoyed solid growth, with a 10% and 8% increase in tourism expenditure, respectively. This spending boost reflects the continued demand for travel experiences, luxury goods, and authentic cultural encounters, as tourists remain eager to explore and spend during their travels.
Impact of Tourism Inflation and Consumer Confidence
Despite the overall positive growth, the global tourism industry continues to grapple with the issue of inflation. Tourism inflation, which had reached 8% in 2024, is expected to ease slightly to 6.8% in 2025. While this is an improvement, it remains well above pre-pandemic levels, reflecting the ongoing economic pressures faced by travellers and the tourism sector alike. Despite this, travel demand has shown resilience, with many tourists continuing to seek value for money in their travel experiences.
The global tourism outlook is also affected by uncertainty stemming from economic and geopolitical tensions. Lower consumer confidence has emerged as a significant factor influencing travel decisions, with many travellers opting to stay closer to home or adjust their trip durations in response to financial pressures. Geopolitical risks, such as conflicts in different regions, also continue to weigh on travel decisions, with the tourism sector remaining cautious about these developments.
Optimism for the Future of Tourism
Despite these challenges, the UNWTO’s Confidence Index shows a slight increase in travel confidence for the remainder of 2025. This uptick in confidence suggests that the recovery of international tourism remains on track, with a projected 5% growth in global tourist arrivals for the entire year. UNWTO Secretary-General Zurab Pololikashvili expressed optimism for the sector, acknowledging the strong momentum and resilience of international tourism, despite the ongoing challenges faced by the global economy.
In conclusion, international tourism has demonstrated a strong recovery in 2025, with positive growth across several regions. While challenges remain, the overall outlook for the year remains optimistic, with continued resilience in the tourism sector expected to drive further growth and recovery.
