May 29, 2025 — International tourism has made a robust start in 2025, with global tourist arrivals increasing by 5% in the first quarter compared to the same period last year, according to the latest World Tourism Barometer released by UN Tourism. The sector saw over 300 million international travelers between January and March 2025, a 3% increase over pre-pandemic levels in 2019, underscoring the industry’s resilience amid persistent economic and geopolitical headwinds.
Regional Growth Highlights
- Europe remained the world’s top destination, welcoming 125 million international visitors in Q1—up 2% from 2024 and 5% above 2019 levels. Southern Mediterranean countries saw off-season travel gains, while Central and Eastern Europe experienced an 8% rebound, although still trailing behind pre-pandemic volumes.
- Asia and the Pacific showed a 12% surge in arrivals, fueled by the reopening of major markets. North-East Asia led regional growth with a 23% increase, nearing a full return to 2019 performance.
- Africa posted 9% growth, exceeding pre-COVID-19 numbers by 16%, highlighting strong post-pandemic momentum across the continent.
- In the Americas, South American destinations led a 2% regional increase, boosted by peak-season demand in the Southern Hemisphere.
- The Middle East saw more modest growth of 1%, though it remains 44% above pre-pandemic levels, driven by increased regional connectivity and marketing efforts.
Travel Infrastructure and Accommodation Trends
The growth in tourism arrivals has been matched by a steady increase in air travel demand, which rose 8% year-on-year in Q1 2025. Airlines globally expanded capacity by 7%, attempting to keep pace with passenger demand. Hotel occupancy rates held firm at 64% in March, similar to levels seen in March 2024.
Spending and Revenue: Tourism as a Key Economic Driver
Tourism receipts showed marked improvement across regions:
- In Europe, France saw a 6% rise in international tourism income, while Turkey led Southern Europe with a 7% jump. Italy, Greece, and Portugal each reported 4% increases in spending.
- Japan recorded a 34% surge in receipts, with strong gains also reported in Nepal, South Korea, and Mongolia.
- Denmark and Norway posted robust double-digit growth, with increases of 11% and 20%, respectively.
- The United States, the largest global tourism revenue market, reported a 3% increase in receipts, following a strong 14% gain in 2024.
In total, global tourism export revenues reached a record USD 2.0 trillion in 2024, a 15% increase over 2019. Tourism services alone contributed USD 1.7 trillion, accounting for 6% of global exports. The average spend per international trip also rose to USD 1,170, up from USD 1,000 pre-pandemic.
Challenges on the Horizon
Despite the optimistic trends, the tourism industry remains cautious. High travel costs, inflation, and geopolitical instability—including ongoing conflicts and trade restrictions—pose potential threats to continued growth. These pressures may encourage tourists to shorten trips, seek lower-cost destinations, or travel closer to home.
Outlook for Summer 2025
According to the UN Tourism Confidence Index, 45% of industry experts expect the upcoming May–August 2025 travel season to outperform last year. Another 33% foresee similar performance, while 22% anticipate a decline.
The tourism sector’s solid Q1 performance highlights its enduring importance as a global economic engine. With continued investment, innovation, and policy support, international tourism appears poised to navigate its challenges and capitalize on pent-up global demand.
Source: UN Tourism, World Tourism Barometer, May 2025.
Global Tourism Industry Picture on Medium by Daala
