International tourism achieved a significant milestone in 2025 as global travel demand remained resilient despite economic and geopolitical challenges. According to the latest World Tourism Barometer, international tourist arrivals grew by 4% over the previous year. There was an estimated 1.52 billion tourists travelling across borders. This increase represents approximately 60 million more visitors than in 2024. It signals that the sector has largely returned to the growth trends seen prior to the pandemic.
Between 2009 and 2019, the industry averaged a 5% annual increase; the 2025 results show the world is once again approaching that steady trajectory. This robust performance results from strong demand in major source markets. It is also due to the ongoing rebound of the Asia-Pacific region. Additionally, there is improved global air connectivity.
Regional Highlights: Africa and Asia Lead the Way
While nearly all regions posted positive results, the pace of recovery varied by geography. Africa emerged as the top performer in 2025, while Asia and the Pacific continued its steady climb back to pre-pandemic levels.
Africa and the Middle East
International arrivals in Africa rose by 8% in 2025. North Africa specifically saw a massive 11% increase, making it one of the fastest-growing subregions in the world.
The Middle East egion recorded 3% growth in 2025, but more impressively, it now stands 39% above its 2019 levels. With nearly 100 million visitors this year, the Middle East remains the strongest region relative to pre-pandemic benchmarks.
Europe and the Americas
Europe: As the world’s most visited region, Europe hosted 793 million tourists in 2025. This is a 4% increase from 2024 and 6% higher than 2019 figures. While Western Europe (+5%) performed well, Central and Eastern Europe saw a 6% rebound, though they remain 9% below 2019 levels.
The Americas: The region saw modest 1% growth, reaching 218 million arrivals. While South America (+7%) and Central America (+5%) led the subregions, the overall total was dampened by weak results in the United States during the second half of the year and the impact of Hurricane Melissa on the Caribbean.
Asia and the Pacific
• Asia-Pacific: Arrivals grew 6% to reach 331 million. Although this is still 9% below 2019 levels, North-East Asia showed a sharp 13% increase over 2024 as recovery efforts intensified.
Top-Performing Destinations in 2025
Several countries reported extraordinary double-digit growth, outperforming the global average. Brazil led the pack with a 37% surge in international arrivals, followed by Egypt and Morocco.
| Destination | Growth in Arrivals (2025) |
| Brazil | +37% |
| Bhutan | +30% |
| Iceland | +29% |
| Guyana | +24% |
| Egypt | +20% |
| South Africa | +19% |
| Japan | +17% |
| Morocco | +14% |
Resilience Amidst Uncertainty
UN Tourism Secretary-General Shaikha Alnuwais highlighted that travel demand remained high throughout 2025, even in the face of significant headwinds. High inflation in tourism services and geopolitical uncertainty did not stop millions from crossing borders.
Furthermore, other industry indicators support this growth. International air capacity and air passenger traffic both increased by 7% through October 2025. Global hotel occupancy also remained steady at 66%. Consequently, experts expect this positive momentum to carry into 2026 as the global economy stays steady and lagging destinations fully recover.
Key Challenges for the Year Ahead
Despite the optimism, the “Panel of Experts” identifies three primary hurdles for 2026:
1. Economic Factors & High Costs: While global inflation has started to recede, the cost of tourism-related services remains elevated. Travellers are expected to be increasingly “value-conscious” as they navigate high travel costs.
2. Geopolitical Risks: Ongoing conflicts and trade tensions represent the most significant risk to traveller confidence and could weigh heavily on specific regions.
3. Extreme Weather: Environmental events continue to impact destination stability and travel planning.
Drivers for 2026: Major Events and Connectivity
Growth in 2026 will be bolstered by enhanced air connectivity and the rise of outbound travel from emerging markets. Furthermore, the global stage will be set for major international events that are expected to trigger mass travel:
• Milano Cortina 2026 Winter Olympics (Italy)
• FIFA World Cup 2026 (Canada, Mexico, and the United States)
Q&A: Exploring the 2025 Tourism Surge
Which region is currently the most successful compared to 2019? The Middle East is the most successful region relative to pre-pandemic times, with 2025 arrivals sitting 39% above 2019 levels.
Why did the Americas experience slower growth in 2025? While South and Central America saw healthy gains, the overall region only grew 1% due to weak results in the United States during the third and fourth quarters, as well as the impact of Hurricane Melissa in the Caribbean.
What helped drive the recovery in Asia and the Pacific? The region benefited from a 13% growth in North-East Asia and the fact that South Asia has now fully recovered to its pre-pandemic levels.
FAQ: Frequently Asked Questions
How many international tourists travelled in 2025?
An estimated 1.52 billion international tourists were recorded globally, which is 60 million more than in 2024.
Is global tourism back to “normal”?
Yes, the 4% growth in 2025 reflects a return to pre-pandemic trends, aligning closely with the 5% average annual increase seen between 2009 and 2019.
What factors supported international travel growth last year?
Growth was primarily driven by strong demand, a rebound in Asia, better air connectivity, and enhanced visa facilitation.
What is the outlook for 2026?
UN Tourism expects the positive trend to continue into 2026, supported by a steady global economy and the full recovery of destinations that are still lagging slightly behind 2019 levels.