Global Tourism Surpasses One Billion Arrivals in 2025: Africa, Europe, and Asia Drive Strong Recovery

Published on November 28, 2025

According to the latest edition of the World Tourism Barometer, international tourism has witnessed continued growth in 2025, with over 1.1 billion international arrivals recorded between January and September. This figure represents an increase of 50 million visitors compared to the same period in 2024. These results reflect a consistent demand for travel, despite challenges such as rising inflation in tourism services and fluctuating traveler confidence influenced by geopolitical tensions and trade uncertainties.

Resilient Growth in International Tourism

The sustained growth of international tourism in 2025 is notable, with both arrivals and receipts showing positive trends, despite global economic pressures. The third quarter of the year saw a 4% increase in arrivals compared to 2024, largely attributed to a strong summer travel season in the Northern Hemisphere. These trends indicate a robust recovery and continued interest in global travel, even as high inflation impacts tourism-related services and geopolitical concerns persist.

Zurab Pololikashvili, the Secretary-General of UN Tourism, highlighted that international tourism has not only maintained growth in terms of arrivals but also in tourism receipts. This growth is particularly significant considering the inflationary pressures and the complex geopolitical landscape that continues to affect various regions worldwide. Africa and Europe were identified as key regions that showed outstanding performance.

Africa Leads the Way in Tourism Growth

Africa stands out as the top-performing region in international tourism, recording a 10% increase in arrivals through September 2025, according to available data. Both North Africa and Sub-Saharan Africa experienced robust growth, with North Africa seeing an 11% rise and Sub-Saharan Africa recording a 10% increase in visitor numbers. These figures emphasize Africa’s growing appeal as a travel destination, contributing significantly to the global tourism boom.

Europe’s Strong Performance in 2025

Europe, the world’s largest destination region, also displayed impressive results in 2025. A total of 625 million international tourists visited European destinations between January and September, marking a 4% increase compared to the same months in 2024. All European subregions experienced positive outcomes during the third quarter, particularly during the peak summer season. Western Europe saw a 5% increase in arrivals, while Southern Mediterranean Europe reported a 3% rise. Central and Eastern Europe, although still 11% below pre-pandemic levels, showed strong resilience with an 8% increase in arrivals.

However, Northern Europe saw more modest results with a 1% decline in visitor numbers, underscoring some regional variations in tourism performance.

Mixed Results for the Americas

The Americas recorded a 2% growth in international arrivals during the first nine months of 2025, with a particularly strong performance in the first two quarters of the year (3% increase in Q1 and Q2). However, the third quarter saw a slight dip of 1%. Subregional performances within the Americas varied, with South America posting a 9% increase in arrivals, despite a flat performance in the third quarter. In contrast, North America experienced a decline of 1%, largely attributed to weaker results in the United States and Canada. Central America showed growth of 3%, while the Caribbean recorded modest growth of 1%.

The Middle East’s Remarkable Growth

In the Middle East, international arrivals grew by 2% in the first nine months of 2025, marking a significant recovery. This growth was 33% higher than the region’s visitor numbers in 2019, reflecting the Middle East’s successful rebound post-pandemic. The region’s tourism sector has shown remarkable resilience, positioning it as a strong player in the global travel industry.

Asia and the Pacific on the Road to Recovery

Asia and the Pacific saw a notable 8% increase in international arrivals in 2025, reaching 90% of pre-pandemic levels (down 10% compared to January–September 2019). North-East Asia was a standout performer with a 17% increase in arrivals compared to 2024, though it still lags 12% behind 2019 levels. This growth indicates a promising recovery for the region, with countries like China and Japan contributing significantly to the tourism surge.

Destinations with Exceptional Growth Rates

Several countries experienced remarkable growth in international arrivals during the first nine months of 2025. Brazil led the way with a 45% increase in visitors, followed by Vietnam and Egypt, both with a 21% rise. Other notable performers include Ethiopia and Japan, each showing an 18% increase, as well as South Africa (17%), Sri Lanka and Mongolia (16% each), and Morocco (14%). These destinations have not only seen an uptick in visitors but have already surpassed their pre-pandemic levels of tourism, indicating strong and sustainable recovery.

Strong Visitor Spending Drives Economic Gains

Visitor spending across many global destinations has been robust in 2025. Japan, Nicaragua, Egypt, Mongolia, Morocco, Latvia, Brazil, and France are among the top performers in terms of tourism receipts, with increases of 21%, 19%, 18%, 15%, and 13%, respectively. These figures highlight the increasing economic contribution of tourism, with high-spending tourists driving local economies and supporting industries related to travel and hospitality.

In addition, outbound spending from major markets such as the United States, France, Germany, Italy, Spain, and South Korea has also seen significant growth. The United States recorded a 7% increase in outbound spending through August 2025, with France, Germany, and Italy each contributing 4% more to global tourism spending.

Outlook for 2025: Projected Growth Remains Positive

Despite challenges such as high travel prices and geopolitical risks, the outlook for international tourism remains positive for the remainder of 2025. UN Tourism’s projection, made earlier this year, estimates a 3% to 5% growth in international tourist arrivals for the full year. As of September, the results are on track to meet these expectations, indicating that global tourism is well-positioned to continue its recovery, barring any significant economic or political disruptions.

Conclusion: A Promising Future for Global Tourism

In conclusion, the first nine months of 2025 have shown that international tourism continues to thrive, with increased arrivals and strong visitor spending. Regions like Africa, Europe, and Asia are leading the charge, while emerging destinations such as Brazil, Egypt, and Vietnam have outperformed expectations. Although challenges such as inflation and geopolitical tensions persist, the overall trajectory for global tourism remains optimistic, with many destinations continuing to exceed pre-pandemic levels of visitor numbers and revenue.