Global tourism has continued its upward trajectory in 2025, with international tourist arrivals experiencing a 5% growth in the first nine months of the year, compared to the same period in 2024. This marks a solid recovery in global travel, with over 1.1 billion international tourists recorded, representing a 50 million increase from last year. This growth is notably 3% higher than pre-pandemic levels from 2019, highlighting the resilience of the tourism industry in the face of economic and geopolitical challenges.

Despite rising inflation and mixed levels of traveller confidence due to global tensions, demand for international travel has remained robust throughout 2025. Notably, the third quarter of the year saw a 4% increase in arrivals, driven by a strong summer season in the Northern Hemisphere. The ongoing recovery reflects a global return to travel, with key regions experiencing significant growth.

Africa and Europe Lead the Way in Growth

Among the regions showing the most impressive growth, Africa continues to outperform, with a 10% increase in international arrivals through September 2025. Both North Africa (+11%) and Sub-Saharan Africa (+10%) saw double-digit growth, indicating the region’s growing appeal as a tourist destination. This is especially significant as Africa recovers from the pandemic and strengthens its position in the global tourism market.

In Europe, the world’s largest tourism destination, international arrivals grew by 4%, with 625 million tourists visiting the region between January and September. All European subregions saw solid performance, reflecting a strong summer travel season. Western Europe (+5%) and Southern Mediterranean Europe (+3%) saw positive results, while Northern Europe (-1%) recorded more modest gains. Meanwhile, Central and Eastern Europe experienced an 8% increase, continuing its post-pandemic rebound, though it remains 11% below 2019 levels.

The Americas recorded a 2% increase in international arrivals, with South America experiencing the best performance (+9%) despite a slightly weaker third quarter. In contrast, North America (-1%) saw a slight decline, attributed to softer results in the United States and Canada. However, destinations such as Central America (+3%) and the Caribbean (+1%) showed growth, maintaining their status as popular tourist regions.

The Middle East also recorded a 2% increase in arrivals, significantly outperforming 2019 levels with a 33% rise. The region’s rapid recovery is evident as it continues to attract a growing number of international visitors.

Asia and the Pacific: A Continued Recovery

The Asia-Pacific region experienced an 8% increase in international arrivals in 2025, reaching 90% of pre-pandemic levels. North-East Asia saw an impressive 17% growth in arrivals, although it remains 12% below 2019 numbers. While the region is still recovering, it shows strong momentum, particularly in countries like Vietnam and Japan, which recorded growth rates of 21% and 18%, respectively.

In terms of individual destinations, Brazil (+45%) saw the most substantial increase in international arrivals, followed by Vietnam and Egypt (both +21%), Ethiopia and Japan (both +18%), and South Africa (+17%). Several other destinations, such as Sri Lanka, Morocco, and Mongolia, also reported impressive growth, surpassing pre-pandemic levels and cementing their status as top tourist hotspots.

Tourism Receipts Reflect Strong Demand

The strong growth in international arrivals is mirrored by an increase in tourism receipts, which highlight the ongoing demand for travel across the globe. Notable destinations such as Japan (+21%), Nicaragua (+19%), Egypt (+18%), and Brazil (+12%) have seen significant increases in tourist spending. France (+9%) and Morocco (+15%) also reported strong performance, as global travellers continue to spend more while on vacation.

Outbound travel spending from key markets is also on the rise, with the United States (+7%), France (+5%), Germany (+4%), and Italy (+4%) showing increased expenditure. These trends indicate a thriving global travel market, where international tourists are willing to invest in high-quality experiences despite challenges such as inflation.

Tourism Projections for 2025: On Track for Continued Growth

According to projections from UN Tourism, international tourist arrivals in 2025 are expected to grow by 3% to 5%. The results so far in 2025 align with these forecasts, showing the tourism industry’s resilience. While high travel prices and geopolitical concerns remain significant risks, the overall outlook for the year remains positive, with sustained growth across key regions.

The tourism industry continues to adapt to the evolving needs of travellers, with destinations offering more unique and immersive experiences, contributing to the strong growth in arrivals and receipts. As international tourism continues to recover and evolve, it is clear that the demand for travel remains strong, and the global tourism landscape is set for a promising future.

A Bright Future for Global Tourism

The strong growth in international tourist arrivals during the first nine months of 2025 reflects the resilience and recovery of the global tourism industry. With key regions such as Africa, Europe, and Asia-Pacific leading the way, the tourism sector is well-positioned for continued growth. The rise in tourism receipts further highlights the growing willingness of international travellers to invest in unique experiences, ensuring that tourism will remain a significant economic driver for many countries around the world.

As we move towards the final months of 2025, the global travel industry looks set to continue its recovery, with international arrivals projected to maintain their positive trajectory. Despite challenges, the strong demand for tourism services globally signals a promising future for the industry.

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