International tourism rose by 5% in the first six months of 2025 compared to the same period last year, according to UN Tourism. With nearly 690 million international arrivals recorded between January and June, the industry is now operating 4% above pre-pandemic levels.
The findings are based on the latest World Tourism Barometer, which tracks regional and global trends in arrivals, spending, and travel behaviour. While results varied between regions, most destinations experienced growth in both visitor numbers and revenue.
“In the face of global challenges, international tourism continues to see strong momentum and resilience,” said Zurab Pololikashvili, Secretary-General of UN Tourism. “This growth contributes to local economies, jobs, and livelihoods, but also reminds us of our responsibility to ensure that tourism remains sustainable and inclusive.”
Africa recorded the fastest growth among all regions, with a 12% increase in international arrivals compared to the first half of 2024. North Africa grew by 14%, while Sub-Saharan Africa rose by 11%.
Asia and the Pacific saw a continued rebound, with arrivals up 11% year-on-year. The region has now recovered to 92% of pre-pandemic levels. North-East Asia recorded the highest subregional growth at +20%, led by strong performances from Japan, Vietnam (+21% each), and the Republic of Korea (+15%).
In Europe, international arrivals grew 4% year-on-year, reaching nearly 340 million visitors. That figure is 7% higher than in 2019, making Europe the most recovered region. Central and Eastern Europe showed 9% growth, though volumes remain 11% below pre-pandemic levels.
The Americas posted 3% growth overall. South America led with a 14% increase, while North America and the Caribbean saw flat results. Declining arrivals in the US and Canada, and reduced demand from US travellers, were key factors.
The Middle East experienced a 4% drop in arrivals compared to 2024. Still, the region remained 29% above 2019 levels, the strongest relative recovery of any region.
Revenue figures also point to sustained global travel demand. Japan reported an 18% rise in tourism receipts through June, while the UK (+13% through March), France (+9%), Spain (+8%), and Türkiye (+8%) also recorded strong earnings.
Outbound spending rose in major markets. China and Spain both reported a 16% increase, followed by the UK (+15% through March), Singapore (+10%), and the Republic of Korea (+8%).
In 2024, international tourism receipts reached a record USD 1,734 billion, 14% above pre-pandemic levels in real terms.
International air travel rose 7% in both traffic and capacity between January and June 2025, according to IATA. Global hotel occupancy stood at 69% in June and 71% in July, nearly unchanged from the same period in 2024.
Inflation and uncertainty remain key risks
Despite the positive data, high prices remain a major challenge. Tourism-specific inflation is projected to fall slightly from 8.0% in 2024 to 6.8% in 2025, but remains more than double the pre-pandemic rate of 3.1%. Accommodation and transport costs were cited as the top concerns in UN Tourism’s expert survey.
Travelers are expected to respond by seeking greater value, making shorter trips, or staying closer to home.
Geopolitical tensions, reduced consumer confidence, trade tariffs, and changing travel requirements were also listed as key risks by respondents to the September 2025 Tourism Confidence Index.
Confidence grows for late 2025
Tourism experts surveyed by UN Tourism expressed cautious optimism for the final months of 2025. On a scale from 0 to 200, confidence levels rose from 114 for May–August to 120 for September–December.
Half of respondents expect stronger performance in the coming period, while 33% predict similar levels to last year. About 16% expect a decline. For the full year, 60% now expect 2025 to outperform 2024, up from 49% in May.
UN Tourism’s forecast for international arrivals in 2025 remains unchanged at 3% to 5% growth.
HT
