Global tourism surges 5% in 2025, exceeding pre-pandemic levels – World Tourism Barometer

GLOBAL – International tourist arrivals have grown 5% in January-September 2025 versus 2024, reaching 1.1 billion travelers and surpassing 2019 by 3%.

Sustained demand persists despite inflation and geopolitical tensions. Q3 recorded 4% growth fueled by strong Northern Hemisphere summer.

UN Tourism Secretary-General Zurab Pololikashvili highlighted robust receipts alongside arrivals. Africa and Europe lead regional performances notably.

Regional Growth Highlights

Africa achieved 10% arrivals increase through September. North Africa gained 11%, Sub-Saharan Africa 10%.

Europe welcomed 625 million tourists, up 4% from 2024. Western Europe rose 5%, Central/Eastern Europe 8%.

Asia-Pacific expanded 8%, hitting 90% of 2019 levels. North-East Asia surged 17% year-over-year.

Americas posted 2% growth overall. South America excelled at 9%, Caribbean modest 1%.

Middle East advanced 2%, 33% above 2019 benchmarks strongly.

Standouts include Brazil (+45%), Vietnam/Egypt (+21%), Ethiopia/Japan (+18%). South Africa reported 17% gains.

Spending and Air Trends

Receipts climbed sharply in Japan (+21%), Egypt (+18%), Brazil (+12%). Outbound spending rose from US (+7%), Spain (+15%).

IATA notes 7% RPK growth, 6% ASK increase. Hotel occupancy held at 68% in September.

UN Tourism forecasts 3-5% full-year growth alignment. High prices and geopolitics pose risks.

WTTC forecasts Travel & Tourism GDP contribution at $2.1 trillion in 2025, exceeding 2019’s $1.9 trillion peak. Jobs rise from 357 million in 2024 to 371 million next year.

Travel & Tourism jobs are expected to grow by 14 million this year, reaching 371 million worldwide.

Outbound travel surges 13.1% globally, with inbound arrivals up 12.9%. Q1 2025 hit 300 million arrivals, 5% above 2024 and 3% over pre-pandemic.

China rebounds sharply with 22.7% growth, adding $260 billion economically. Maldives leads at 20% arrivals increase, Japan at 29.3%.

Fiji exceeds 1 million visitors in 2024, continuing double-digit gains. Europe projects $305.96 billion revenue, growing to $341.77 billion by 2029.

IATA reports air capacity up 6.5% to 77.1 million arrivals in 2025, reaching 90.1 million by 2027. Sustainability drives greener options amid inflation.

These indicators validate UN Tourism’s 3-5% full-year projection despite risks. Regional leaders like Africa (9% growth) and Asia-Pacific (12% Q1 rise) fuel optimism.

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