Global Travel Surge: International Arrivals Up 5 Percentage in 2025 — Africa, Europe Lead the Way

Published on November 28, 2025

The latest UN World Tourism Barometer reveals that international tourist arrivals for the first nine months of 2025 saw an impressive 5% increase compared to 2024. This growth, which surpasses pre-pandemic levels by 3%, reflects a resilient and steady recovery in global tourism despite economic challenges and geopolitical tensions.

With over 1.1 billion tourists traveling across international borders between January and September 2025, the results show robust demand for travel, particularly in Africa and Europe. While inflation and mixed traveler confidence have somewhat tempered growth in certain regions, overall global tourism continues to recover, with major growth recorded across key travel destinations worldwide.

Global Travel Resilience Despite Inflation and Geopolitical Tensions

Tourism growth in 2025, despite ongoing inflation in tourism services and mixed traveler confidence due to geopolitical tensions, suggests a strong appetite for travel experiences. UN Tourism Secretary-General Zurab Pololikashvili attributed this sustained increase in international arrivals to the “strength of global tourism demand and the resilience of key destinations.” The third quarter of 2025 showed a 4% increase in arrivals compared to 2024, indicating that travelers are undeterred by challenges such as rising travel costs and global uncertainties.

Key Regional Performance: Africa and Europe Lead the Charge

Africa continues to outperform other regions, with a remarkable 10% growth in arrivals compared to 2024. Both North Africa (+11%) and Sub-Saharan Africa (+10%) have seen double-digit growth, reflecting the continent’s strong tourism appeal. African countries like Egypt, Morocco, and South Africa have emerged as top destinations, benefitting from rich cultural offerings and expanding travel infrastructures.

Meanwhile, Europe, the largest tourism destination in the world, recorded a solid 4% growth, welcoming 625 million international tourists from January to September 2025. While Western Europe (+5%) and Southern Mediterranean Europe (+3%) showed strong performance, Northern Europe (-1%) faced modest results, and Central and Eastern Europe rebounded strongly (+8%). The tourism boom in European capitals like France, Italy, and Spain has been driven by summer events and vibrant cultural festivals that attract global visitors year-round.

The Americas and Asia: Mixed Results

The Americas saw a more modest growth of 2%, with a slight decline in the third quarter (-1%). While South America (+9%) performed strongly, North America (-1%) struggled due to fewer arrivals from the United States and Canada. However, Central America (+3%) and the Caribbean (+1%) recorded stable growth, reinforcing the appeal of regional tourism in the Western Hemisphere.

Asia and the Pacific saw 8% growth in international arrivals during the first nine months of 2025, representing 90% of pre-pandemic levels. North-East Asia in particular saw a 17% increase compared to 2024, with China, Japan, and Vietnam leading the way in tourism recovery. Although the region is still recovering from the pandemic, it is on track to regain its position as a major global tourism hub.

Key Destinations Seeing Exceptional Growth

Several destinations worldwide recorded extraordinary growth in arrivals during 2025. Brazil, for example, experienced a 45% increase in international visitors, leading the way in Latin America. Meanwhile, Vietnam and Egypt both saw a 21% rise, followed by Ethiopia and Japan at 18% each. Morocco, with its rich cultural heritage, and South Africa both reported strong increases in tourist arrivals, further solidifying their place as top destinations for travelers seeking unique cultural and nature-based experiences.

These countries, many of which have surpassed pre-pandemic levels of arrivals, highlight the importance of cultural, historical, and natural tourism experiences. For instance, Morocco continues to gain popularity for its ancient cities like Marrakech and its world-renowned natural landmarks such as the Sahara Desert.

Increased Visitor Spending and Tourism Receipts

In addition to the increase in arrivals, there has been a notable rise in tourism spending in several destinations. Countries like Japan, Nicaragua, Egypt, Morocco, and Brazil saw substantial growth in tourism receipts, indicating a strong demand for higher-end travel experiences. This surge in spending is a positive sign for the global tourism industry, as it demonstrates that travelers are willing to spend more on accommodation, dining, and experiences despite inflationary pressures.

The growth in international air traffic, with a 7% increase in Revenue Passenger Kilometers (RPKs), and a 6% rise in international air capacity (ASKs) further confirms that the demand for international travel remains strong. Global hotel occupancy rates, matching last year’s 68% in September 2025, also point to a steady recovery in tourism infrastructure.

Outlook for the Rest of 2025: On Track to Meet Projections

According to the UN World Tourism Organization’s projections for 2025, global international tourist arrivals were expected to grow by 3% to 5%. With results aligning with these expectations, it appears that the global tourism industry is well-positioned to meet or exceed these targets by the end of the year. While high travel prices and geopolitical risks may pose challenges, the overall trend points to a promising recovery for international tourism.

Conclusion: A Bright Future for Global Travel

The international tourism sector is showing remarkable resilience, with sustained growth in arrivals and receipts throughout 2025. Africa and Europe lead the way, but Asia, South America, and other regions are also bouncing back strongly. As global confidence improves, travel demand is expected to remain robust, and the industry will continue to adapt to the needs of travelers, offering enriching experiences across the world’s most iconic destinations.

As the year progresses, countries around the world are optimizing their tourism offerings, ensuring that the growth seen in 2025 is just the beginning of an exciting new chapter for global tourism.