International Tourist Arrivals Rise Five Per Cent in Q1 2025, Marks Strong Global Tourism Recovery

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International tourism continued its robust recovery in the first quarter of 2025, with over 300 million tourists traveling globally—a 5% increase compared to the same period in 2024.

This figure also surpasses the pre-pandemic level of 2019 by 3%, underscoring the resilience of the tourism sector amid ongoing global economic and geopolitical headwinds.

According to the World Tourism Barometer, published by the United Nations World Tourism Organization (UNWTO) in May 2025, the global tourism sector has demonstrated sustained growth despite inflationary pressures, trade tensions, and geopolitical uncertainties impacting travel demand. The sector remains a critical economic driver worldwide, supporting millions of jobs and businesses, particularly in developing economies.

Global Tourism Performance by Region

The UNWTO report breaks down international arrivals and tourism receipts by global regions, revealing varied yet generally positive trends:

• Europe: With 125 million international arrivals in Q1 2025, Europe recorded a 2% increase over Q1 2024, and 5% growth compared to the same period in 2019. Southern Mediterranean Europe attracted more off-season travelers, growing arrivals by 2%, while Central and Eastern Europe experienced a significant rebound of 8%, especially in Baltic countries. Although still below 2019 levels, these trends signal recovery momentum in a traditionally strong tourism region.
• Africa: The continent registered a remarkable 9% rise in international arrivals, surpassing pre-pandemic figures by 16%. Africa’s strong tourism recovery is supported by strategic government investments in tourism infrastructure, as highlighted in the African Union’s Agenda 2063 and national tourism strategies focused on sustainable tourism and regional integration.
• Americas: This region saw a 2% increase in international arrivals, buoyed by South America’s 13% growth during the Southern Hemisphere summer season. Countries such as Brazil, Argentina, and Chile are benefiting from diversified tourism offerings and expanding air connectivity, in line with initiatives supported by the Organization of American States (OAS) and national tourism authorities.
• Middle East: Arrivals increased modestly by 1% compared to 2024 but remain significantly above pre-pandemic levels—44% higher than Q1 2019. This growth reflects the region’s sustained investments in luxury tourism, mega-events, and infrastructure, consistent with the goals outlined in the Gulf Cooperation Council (GCC) tourism strategies.
• Asia and the Pacific: This region led global growth with a 12% increase in international arrivals, reaching 92% of 2019 levels. North-East Asia recorded the strongest rebound with a 23% increase. This surge is supported by the reopening of borders and the resurgence of key source markets like China, Japan, and South Korea, aligned with the Asia-Pacific Economic Cooperation (APEC) tourism framework.

Air Travel and Accommodation Sector Indicators

Data from the International Air Transport Association (IATA) reveals an 8% growth in international air travel demand in Q1 2025 compared to the previous year, with air capacity expanding by 7%. This reflects airlines’ efforts to meet rising travel demand while balancing operational efficiency.

Accommodation sectors also show resilience, with global hotel occupancy rates averaging 64% in March 2025, consistent with the previous year’s performance. These indicators align with tourism recovery trends monitored by national tourism boards and the World Travel & Tourism Council (WTTC).

Tourism Receipts: Visitor Spending Accelerates in Key Markets

Tourism receipts, a critical measure of economic impact, grew solidly in early 2025 across many destinations:

• Spain, the world’s second-largest tourism earner, reported a 9% increase in receipts in the first two months of 2025, following a 16% rise in 2024. This reflects the country’s diversified tourism portfolio and successful marketing campaigns, supported by Turespaña and the Spanish Ministry of Industry, Trade and Tourism.
• Other Southern Mediterranean countries including Türkiye (+7%), Greece, Italy, and Portugal (all +4%) showed strong growth, benefiting from increased traveler confidence and diversified seasonal tourism products.
• Northern European countries like France (+6%), Norway (+20%), and Denmark (+11%) recorded notable gains, reflecting strong outbound markets and sustainable tourism development, consistent with the European Union’s tourism policy framework.
• In Asia-Pacific, Japan’s tourism receipts surged 34% in Q1 2025, while Nepal (+18%), South Korea, and Mongolia (both +14%) also posted double-digit growth, supported by reopening efforts and targeted tourism promotion under the ASEAN and South Asian Tourism Cooperation initiatives.
• The United States, the world’s top tourism earner, posted a 3% increase in Q1 receipts, maintaining steady growth after a 14% increase in 2024, as reported by the U.S. Travel Association and supported by federal and state tourism offices.

Record Tourism Export Revenues in 2024

Revised data indicates that global export revenues from international tourism—including receipts and passenger transport—reached a record USD 2.0 trillion in 2024, up 11% in real terms and approximately 15% above pre-pandemic levels. This accounts for about 6% of total world exports and nearly a quarter of global services trade.

Tourism receipts alone, representing the largest share of tourism exports, totaled USD 1.7 trillion in 2024. Average spending per international trip rose to USD 1,170, surpassing pre-pandemic averages and reflecting increased traveler willingness to invest in quality experiences.

Key source markets driving this growth include:

• United Kingdom (+16%)
• Canada (+13%)
• United States (+12%)
• Australia (+8%)
• France (+7%)

China’s outbound tourism expenditure grew 30% to USD 251 billion, slightly exceeding pre-pandemic levels, supporting the recovery of destinations in Asia-Pacific and beyond.

Additional notable markets with strong spending increases in 2024 include Saudi Arabia (+17%), Spain (+14%), Belgium (+14%), Netherlands (+13%), and Austria (+11%), as outlined by national tourism authorities and reflected in the World Tourism Organization’s market reports.

Challenges and Outlook: Navigating Headwinds in 2025

Despite these positive trends, tourism experts highlight significant risks for the remainder of 2025. According to the latest UNWTO Panel of Tourism Experts:

• Economic slowdown, rising travel costs, and trade tariffs pose the greatest challenges to travel demand.
• Geopolitical tensions and global uncertainties further dampen consumer confidence.
• Many tourists are expected to seek better value, opt for shorter trips, or travel closer to home amid these conditions.
• Trade tariffs are anticipated to affect travel sentiment, with 25% of experts foreseeing some impact on tourism performance.

Nevertheless, cautious optimism prevails, with the UN Tourism Confidence Index reporting that 45% of experts expect improved tourism performance from May to August 2025, while 33% foresee similar results to 2024.

Summary

• International tourist arrivals rose 5% in Q1 2025, surpassing pre-pandemic levels by 3%.
• Europe, Africa, Asia-Pacific, Americas, and the Middle East all reported growth, with Asia-Pacific leading at 12%.
• Tourism receipts increased across key destinations including Spain, Japan, the US, and several European and Asian countries.
• Global export revenues from international tourism reached a record USD 2.0 trillion in 2024.
• Challenges include economic headwinds, high travel costs, tariffs, and geopolitical tensions.
• The UNWTO projects cautious optimism for the Northern Hemisphere summer of 2025, expecting continued recovery.