Global Tourism Up Five Percent in January–September 2025 With Strong Growth in Europe, Africa and Asia Pacific

Published on December 11, 2025

Global tourism continued its recovery trajectory in 2025, with international tourist arrivals increasing by 5 per cent in the first nine months of the year. According to the latest World Tourism Barometer published by the United Nations World Tourism Organization (UN Tourism), more than 1.1 billion travellers crossed international borders between January and September 2025, reflecting an addition of around 50 million visitors compared with the same period of 2024. This robust performance came even amid persistent inflationary pressures on travel services and lingering geopolitical and economic uncertainties.

For tourists and business travellers planning journeys this winter season or into 2026, this data underscores a broader trend of sustained travel demand, indicating that global attractions, city breaks and business destinations continue to draw strong international interest.

Worldwide Travel Trends Fuel Growth Through September

Source: untourism.int

The global increase of 5 per cent relative to January–September 2024 is significant, especially given the challenging economic backdrop marked by rising costs for flights, hotels and ancillary travel services. The latest data shows that 2025 arrivals are also approximately 3 per cent higher than pre‑pandemic figures for the same period in 2019, reinforcing that tourism has returned beyond its pre‑COVID levels.

The third quarter (July–September) also maintained momentum, with a 4 per cent uplift in arrivals compared with the same quarter in 2024. Strong performance during this peak travel season demonstrates enduring consumer confidence across major source markets.

Regional Performance: Who’s Driving the Growth?

Europe

Europe retained its position as the world’s most visited region, welcoming around 625 million international tourists between January and September 2025. This represents a 4 per cent increase on the same period in 2024 and reflects sustained interest in European cities, cultural heritage sites and seasonal travel.

Africa

Africa delivered some of the most impressive growth rates, with arrivals rising by 10 per cent through the first nine months of the year. Both North Africa and Sub‑Saharan Africa contributed to this double‑digit gain, underlining the increasing global demand for diverse travel experiences from desert landscapes to historic sites and coastal retreats.

Asia and the Pacific

The Asia Pacific region continued its rebound from the pandemic downturn, posting an 8 per cent rise in arrivals during this period. Arrivals reached roughly 90 per cent of 2019 pre‑COVID levels, signifying a strong recovery trajectory for the region’s tourism market.

The Americas

The Americas recorded 2 per cent growth overall, with subregional performance varying. While South America recorded solid gains, North America experienced a slight decline in Q3. Despite this, cumulative arrivals remained ahead of 2024 figures.

Middle East

Arrivals in the Middle East also expanded by about 2 per cent through the first nine months compared with 2024, continuing the region’s long‑term rebound story.

Destinations with Especially Strong Growth

Some individual destinations posted remarkable expansion in tourism arrivals in early 2025. Countries leading growth included:

• Brazil, with arrivals up 45 per cent compared with 2024.
• Vietnam and Egypt, each recording approximately 21 per cent increase.
• Ethiopia and Japan, both with about 18 per cent growth.

These destinations represent a mix of emerging travel hotspots and rapidly developing tourism economies that are successfully attracting global travellers through expanded flight connectivity and diversified offerings.

Travel Spending: Receipts and Outbound Markets

Besides visitor numbers, spending data through September indicates strong tourism receipts in many markets:

• Japan (+21 per cent) and Egypt (+18 per cent) led among destinations posting robust spending growth.
• Nicaragua (+19 per cent) and Morocco (+15 per cent) also reported increased tourism revenue.
• Countries like France (+9 per cent) and Brazil (+12 per cent) showed positive performance as well.

Large source markets exhibited notable outbound travel expenditure, with United States tourists increasing spending by about 7 per cent through August, while markets such as France (+5 per cent) and Germany and Italy (both +4 per cent) also contributed to global outbound spending growth.

What This Means for Tourists

For Holidaymakers

Strong global travel demand signals that attractions, tours and accommodations in many regions are likely to be busy. Tourists should:

• Book flights and hotels early, especially for peak seasons and popular events.
• Consider travel insurance that covers cancellations and medical support.
• Explore less crowded periods or alternative destinations to avoid high peak pricing.

For Business Travellers

Business travel continues to recover, though some corporate travel segments remain influenced by remote work and hybrid meeting trends. Business travellers should:

• Confirm event schedules and meeting logistics early to avoid conflicts with peak tourism travel.
• Utilise travel tools that help compare city connectivity, especially when attending multiple cities.

Step‑by‑Step Travel Preparation Guide

1. Check Visa and Entry Requirements: Consult official government travel portals such as gov.uk or equivalent national tourism sites for up‑to‑date entry rules and documentation.
2. Secure Transport Options: Research air, rail and ground transportation options early to ensure availability.
3. Plan Itineraries Around Crowds: Popular sights may have extended queues; book attraction tickets online ahead of arrival.
4. Monitor Safety and Health Updates: Visit official travel health sites to stay informed on requirements.
5. Stay Flexible: Consider refundable or change‑friendly bookings to accommodate travel plan changes.

Key Points in Bullets

• International tourist arrivals increased 5 % in Jan–Sep 2025 versus 2024.
• Over 1.1 billion tourists travelled internationally through September.
• Europe led with 625 million arrivals; Africa and Asia Pacific saw strong double‑digit growth.
• Brazil, Vietnam, Egypt, Ethiopia and Japan registered exceptional growth.
• Tourism receipts and outbound spending continued to rise, especially from the US and Europe.

Final Thought: Travel Resilience and Opportunity

The global tourism upturn in 2025 illustrates not only the enduring appeal of international travel but also the resilience of the travel sector in a complex economic and geopolitical environment. For global travellers — whether seeking holiday escapes or conducting business — the growth trends point to rich opportunities for discovery and cultural exchange. By planning ahead, embracing flexibility and leveraging official travel resources, visitors can navigate global travel with confidence and make the most of the world’s expanding destinations.

Disclaimer: The Attached Image in This Article is AI Generated