The travel industry in 2025 witnessed a remarkable performance from several key destinations, with Europe and Asia leading the charge in global tourism. London, Tokyo, and Paris maintained their dominance as top international hubs, while cities such as Madrid, Alicante, and Punta Cana posted impressive growth rates, signalling strong travel recovery across the globe.

Global Tourism Growth in 2025: A Year of Resilience

According to data from ForwardKeys, the year 2025 marked a significant rebound for global travel, with major cities experiencing increased international arrivals. London remained at the top of the rankings, retaining its position as the most visited city globally. Tokyo and Paris followed closely, reflecting the continued demand for iconic urban experiences and the resilience of established tourism destinations.

Europe’s global influence in tourism remained strong, with many countries recording positive growth figures. Despite the challenges posed by rising geopolitical tensions, Europe’s tourism industry saw steady demand, particularly from North America and Asia. This trend was also supported by the United Nations World Tourism Organization (UNWTO), which recorded a 5% increase in international arrivals worldwide by September 2025.

European Powerhouses: London, Paris, and Madrid

London, with its unmatched cultural appeal, historical landmarks, and thriving business environment, held the top spot as the most popular destination for international travellers. This is particularly true for visitors from the United States, where London’s attractions continue to draw significant numbers.

Paris, ranked third in the global standings, continued to captivate visitors with its timeless charm. As the cultural capital of the world, Paris attracted millions seeking art, history, and culinary experiences. Additionally, France’s government-backed tourism initiatives have been successful in boosting both business and leisure tourism to the city.

Meanwhile, Madrid and Alicante saw a 10% increase in arrivals compared to 2024. These cities offer the perfect blend of beach resorts, cultural heritage, and gastronomic experiences, making them popular destinations for both European and international visitors. The Spanish tourism industry is benefiting from the continued appeal of its Mediterranean coast, while Madrid solidifies its role as a major global business hub.

Asia-Pacific Surge: Okinawa, Shanghai, and Beijing Lead Recovery

In Asia, the growth was led by North Asia, where cities like Okinawa, Shanghai, and Beijing saw an increase in international visitors. Okinawa stood out with an extraordinary growth rate of 36%, largely driven by the resumption of Chinese outbound tourism and a recovering regional tourism market.

Both Shanghai (+27%) and Beijing (+29%) also experienced strong growth, particularly in business travel, as China’s economy showed signs of recovery and international visitors returned to these bustling metropolises. The demand for luxury hotels and corporate meetings in these cities remains high, as they continue to serve as vital business hubs in the Asia-Pacific region.

The Rise of the Caribbean and Middle East Destinations

Some of the most impressive growth stories of 2025 come from the Caribbean and the Middle East, where Punta Cana in the Dominican Republic, Dubai, and Marrakech posted impressive increases in international arrivals.

Punta Cana saw a 9% increase in arrivals, with its all-inclusive resorts and stunning beaches continuing to attract holidaymakers from North America and Europe. Similarly, Dubai and Marrakech each posted 8% growth, thanks to their unique mix of luxury, culture, and modernity. Dubai’s growth was driven by its increasing prominence as a destination for both business conferences and luxury leisure.

Business Travel Highlights: Asia and Europe Lead the Charge

In the realm of business travel, cities like Shanghai, Tokyo, and Madrid remained strong performers. Shanghai led the charge with a 10% year-on-year growth in corporate trips, driven by business meetings, conferences, and international events held in the city. Tokyo and Madrid followed, experiencing steady growth as companies continue to travel for strategic meetings and global partnerships. These cities have firmly established themselves as global business hubs, benefitting from strong infrastructure, cultural exchange, and a broad range of amenities tailored for corporate travellers.

A Diverse and Resilient Travel Landscape

The year 2025 demonstrated the resilience of both traditional tourist hotspots and emerging destinations. While cities like London, Paris, and Tokyo maintained their positions as the top global destinations, other cities such as Madrid, Okinawa, and Punta Cana proved that travel is not confined to the usual locations. As global travel demand continues to grow, businesses and leisure travellers alike will increasingly turn to these diverse destinations, benefiting from the unique blend of culture, business opportunities, and reliable infrastructure offered by cities across Europe, Asia, and the Caribbean.

Looking ahead, it is clear that the global tourism sector is becoming increasingly diversified, with both classic cities and emerging destinations carving out their space in the competitive travel landscape. The resilience of the tourism industry in 2025 points to a bright future as destinations across the world continue to draw visitors with unique offerings that blend tradition with modernity.

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