India, Japan, Sri Lanka, Indonesia, U.A.E., Singapore, Australia, Germany, U.K., U.S : UN Tourism Report Highlights India’s Leading Role in Embracing Blended Travel and Growth

Published on April 18, 2025

According to the latest data from UN Tourism, the Asia-Pacific (APAC) region witnessed a strong recovery in 2024, attracting 316 million international arrivals, representing 87% of pre-pandemic levels. The region has made significant progress in its recovery from the pandemic, with South Asia emerging as the strongest performer, achieving a 92% recovery. The Maldives posted the highest growth rate in the region, surpassing 2019 levels by 20%, followed by Japan with 16%, Fiji with 10%, and Sri Lanka with a 7% increase.

Growth in Greenfield Tourism Investments

Between 2018 and 2024, the APAC region attracted more than 640 greenfield tourism projects, with a total investment of USD 66 billion, accounting for more than a third of global tourism-related capital expenditure. This surge in investment highlights the region’s strategic importance in the global tourism industry.

Sustainability and Resilience at the Forefront

During the 37th joint meeting of the Commission for Asia and the Pacific and the Commission for South Asia in Jakarta, key stakeholders discussed the ongoing development of the sector. UN Tourism’s Secretary-General, Zurab Pololikashvili, emphasized the need for further investments in sustainable projects and infrastructure to bolster resilience in the tourism sector. The meeting also hosted the first Regional Conference on “Tourism Policy on Circular Economy,” focusing on challenges like waste reduction, resource efficiency, and rethinking supply chains.

Innovation and Education Driving Future Growth

UN Tourism also highlighted the importance of fostering innovation and human capital development in the region. As part of this, UN Tourism has launched two co-branded Master’s programs in collaboration with top universities, including a Master’s in Tourism Management with Beijing International Studies University and a Master’s in Digital Marketing and Analytics with Macao University of Tourism. These initiatives aim to equip the next generation of tourism professionals with the skills necessary for a rapidly changing industry.

Strengthening Partnerships and Regional Leadership

During the meeting, key elections were held, with the Philippines and the Maldives nominated as Vice-Presidents for the upcoming 26th UN Tourism General Assembly. The Philippines was also nominated to chair the Commission for South Asia, while the Maldives was selected to chair the Commission for East Asia and the Pacific. These nominations are set to be ratified by the General Assembly in the coming months.

Looking Ahead: World Tourism Day 2025

UN Tourism’s efforts to promote sustainable tourism and foster innovation in the APAC region will continue with Malaysia serving as the host for World Tourism Day 2025. This event will bring together global tourism leaders to discuss the future of the industry and share best practices for achieving sustainable growth.