Over 1.1 billion tourists traveled internationally from January to September 2025, marking 50 million more than the same period in 2024. The UN TourismWorld Tourism Barometer highlights sustained demand despite high service inflation and geopolitical tensions. Third-quarter arrivals rose 4% year-over-year, fueled by a robust Northern Hemisphere summer season.
Africa and Europe delivered standout performances amid global challenges. Receipts also grew strongly, aligning with 3-5% full-year projections.
Africa Leads with Double-Digit Growth Across Subregions
Africa recorded the strongest regional performance at 10% growth through September, based on available data. North Africa surged 11%, while Sub-Saharan Africa matched 10% gains in arrivals. UN Tourism Secretary-General Zurab Pololikashvili praised the continent’s results alongside Europe’s.
High performers like Egypt (+21%), Ethiopia (+18%), South Africa (+17%), and Morocco (+14%) all surpassed 2019 levels significantly. This momentum underscores Africa’s rising appeal to global travelers.
Europe Welcomes 625 Million Tourists in Strong Summer Recovery
Europe, the world’s top destination region, hosted 625 million international arrivals, up 4% from 2024. Western Europe led with 5% growth, followed by Southern Mediterranean Europe at 3%. Central and Eastern Europe rebounded 8%, though still 11% below 2019. Northern Europe saw modest -1% results. Strong third-quarter summer performance drove overall gains across subregions effectively.
Mixed Results in Americas, Middle East, and Asia-Pacific Recovery
The Americas grew 2% overall, with South America excelling at 9% despite a flat Q3. North America dipped 1% due to US and Canada declines, while Central America rose 3% and the Caribbean 1%.
Middle East arrivals increased 2%, reaching 33% above 2019—the best relative recovery. Asia-Pacific advanced 8%, hitting 90% of pre-pandemic levels, led by North-East Asia’s 17% jump though 12% shy of 2019.
Top Destinations and Robust Visitor Spending Trends
Brazil topped growth at +45%, followed by Vietnam and Egypt (both +21%), Ethiopia and Japan (+18%). Sri Lanka and Mongolia gained 16%, with robust receipts in Japan (+21%), Nicaragua (+19%), and Egypt (+18%). Outbound spending rose from the US (+7%), Spain (+15%), and Korea (+7%). IATA reports 7% air traffic growth and 68% global hotel occupancy, matching 2024.
Global tourism demonstrates remarkable resilience in 2025, shattering records despite headwinds. Africa’s leadership and Europe’s summer surge signal bright prospects, with strong receipts reinforcing economic impacts worldwide
Outlook Remains Positive Amid Downside Risks
UN Tourism’s January forecast of 3-5% full-year growth holds steady through Q3 data. Travelers prioritize value amid high prices and tensions. Air capacity expanded 6%, supporting demand resilience. Geopolitical issues and inflation pose risks, yet pent-up demand sustains momentum.
Q&A: Key Insights from World Tourism Barometer
Q: Which region performed strongest through September?
A: Africa led with 10% growth, including double-digits in North and Sub-Saharan areas.
Q: How did Europe fare in the summer quarter?
A: All subregions posted solid Q3 gains, hosting 625 million total arrivals up 4%.
Q: What risks could impact full-year projections?
A: High travel inflation and geopolitical/trade tensions threaten sustained confidence.
Q: Which destinations exceeded 2019 arrivals?
A: Brazil, Vietnam, Egypt, Ethiopia, Japan, South Africa, Sri Lanka, Mongolia, Morocco.
Q: How did receipts perform alongside arrivals?
A: Strong growth in Japan, Egypt, Brazil, with outbound spending up from major markets.
Frequently Asked Questions (FAQs)
Q1: How many tourists traveled Jan-Sep 2025?
A: Over 1.1 billion international arrivals, 50 million more than 2024’s same period.
Q2: What drove Q3’s 4% global increase?
A: Strong Northern Hemisphere summer season boosted arrivals across regions.
Q3: Which subregion in Asia grew fastest?
A: North-East Asia surged 17% versus 2024, nearing pre-pandemic recovery.
Q4: What air traffic trends support tourism?
A: IATA notes 7% RPK growth and 6% ASK expansion through September.
Q5: Is 2025 on track for UN Tourism forecasts?
A: Yes, Q3 results align with 3-5% full-year international arrival growth projection.
