Global tourism is gaining ground again. In Q1 2025, over 300 million tourists traveled abroad, according to UN Tourism’s latest Barometer. That’s 14 million more than the same period in 2024 — a 5% increase year-on-year. International travel volumes also beat Q1 2019 by 3%, marking a full post-COVID recovery.
This growth came despite strong headwinds, including rising inflation, unstable geopolitics, and tighter trade rules.
UN Tourism Secretary-General Zurab Pololikashvili emphasized the sector’s strength: “Tourism remains a core service sector in every region. These numbers prove its resilience and its vast economic contribution.”
TRAVEL TRENDS BY REGION: EARLY-YEAR SURGE
UN Tourism’s data reveals striking variations by region:
- Europe led with 125 million tourists — up 2% from Q1 2024 and 5% more than pre-pandemic.
- Southern Mediterranean Europe benefited from off-season travel and rose 2% year-on-year.
- Central and Eastern Europe saw an 8% increase, led by a sharp rise in Baltic tourism.
- Africa achieved 9% growth in Q1 and sits 16% above 2019 benchmarks.
- The Americas reported 2% growth; South America saw 13% growth during the summer.
- The Middle East posted a modest 1% increase but stayed 44% above 2019 travel volumes.
- Asia-Pacific recorded 12% growth, reaching 92% of pre-COVID numbers. North-East Asia surged 23%, approaching full recovery.
SKY-HIGH DEMAND FOR FLIGHTS AND ACCOMMODATIONS
Air travel climbed alongside tourism. IATA reported 8% growth in international flight demand for Q1 2025 compared to Q1 2024. Air capacity increased 7%, showing airlines are scaling to meet demand.
Accommodation also remained strong. Hotel occupancy worldwide reached 64% in March 2025, nearly mirroring last year’s 65%.
TOURISTS SPENT MORE IN EARLY 2025
Rising arrivals brought increased revenue. International spending rose in many top destinations:
- Spain grew 9% over Q1 2024. Türkiye added 7%, while Greece, Italy, and Portugal grew 4% each.
- France saw a 6% increase, Norway soared 20%, and Denmark climbed 11%.
- Japan surged 34% in receipts; Nepal rose 18%; Korea and Mongolia each added 14%.
- The United States, the top global earner, reported 3% growth in Q1 2025.
2024 TOURISM REVENUES SET NEW RECORDS
Revised data for 2024 shows global export revenue from tourism hit USD 2.0 trillion — up 11% in real terms. Tourism now accounts for 6% of global exports and 23% of service trade.
Tourism receipts alone rose to USD 1.7 trillion. The average spend per trip was USD 1,170, up from USD 1,000 pre-pandemic.
Big spenders drove this rise:
- UK (+16%), Canada (+13%), US (+12%), Australia (+8%), France (+7%)
- China’s outbound spending jumped 30% to USD 251B, topping pre-COVID figures by 3%.
- Growth also came from Saudi Arabia (+17%), Spain (+14%), Belgium (+14%), Netherlands (+13%), Austria (+11%).
CHALLENGES LOOM BUT GROWTH CONTINUES
The UN Tourism Panel of Experts highlights key risks: slower global growth, inflation, high travel costs, and tariffs. Geopolitical tensions also pose uncertainty.
Tourists are seeking value. They may travel closer to home or opt for shorter trips to save money. Yet demand shows strength, and the 2025 projection of 3–5% growth in arrivals remains intact.
SUMMER OUTLOOK: MIXED EXPECTATIONS, STRONG BASELINE
UN Tourism’s Confidence Index suggests guarded optimism for the May–August 2025 season. About 45% of experts expect better results than summer 2024. One-third anticipate similar performance, while 22% predict a downturn.
Trade conflicts are a concern. A quarter of surveyed experts believe tariffs will soon affect global tourism patterns.
Despite these challenges, international travel demand looks resilient. Adaptive travelers and innovative industry players will likely keep global tourism moving forward.