International Tourist Arrivals Up 5 Percent in 2025, Africa and Europe Lead Growth

Published on November 29, 2025

Global tourism continues its impressive recovery in 2025, with international tourist arrivals rising by 5 percent in the first nine months of the year. A new report from the World Tourism Organization (UNWTO) reveals that more than 1.1 billion people travelled internationally between January and September 2025, marking a significant rebound in global travel following pandemic disruptions. The growth in arrivals surpasses both the same period in 2024 and pre-pandemic levels from 2019.

Continued Growth Despite Challenges

Despite ongoing geopolitical tensions and inflationary pressures on travel services, international tourism remains strong. The third quarter of 2025 alone saw a 4 percent increase over the same period in 2024, with the Northern Hemisphere’s summer travel season contributing significantly to these gains. This resilient demand for travel indicates a solid recovery trajectory for the global tourism industry.

Zurab Pololikashvili, the UNWTO Secretary-General, highlighted that the sustained growth in both arrivals and tourism receipts underscores the sector’s resilience. Africa and Europe stand out as key regions driving the growth in international tourism, showing that many destinations are benefiting from a global tourism renaissance.

Regional Highlights: Africa and Europe Lead Growth

• Africa continues to outperform other regions, experiencing a 10 percent increase in tourist arrivals through September 2025. Both North Africa (+11 percent) and Sub-Saharan Africa (+10 percent) posted double-digit growth rates. Popular destinations like Egypt, Ethiopia, and South Africa are showing robust increases in international visitors.
• Europe, the world’s largest tourism destination, saw 625 million international visitors between January and September 2025, reflecting a 4 percent increase compared to the same period in 2024. Southern Europe and Western Europe recorded particularly strong performance. Southern Mediterranean Europe grew by 3 percent, while Western Europe posted a 5 percent rise. However, Northern Europe saw a slight decline of 1 percent, and Central and Eastern Europe grew by 8 percent, showing strong recovery despite the region being 11 percent below 2019 levels.

Growth in Asia and the Pacific

Tourism in Asia and the Pacific also showed positive results, with an 8 percent increase in arrivals, reaching 90 percent of pre-pandemic levels. Despite remaining slightly behind 2019 figures, this region is witnessing steady progress in recovery. North-East Asia, including countries like China and Japan, saw a significant 17 percent rise in visitors compared to 2024, although it remains about 12 percent below pre-pandemic levels.

The Americas: Mixed Results

The Americas experienced 2 percent growth in international arrivals for the January–September period. South America performed the best, with a 9 percent increase in visitors. This growth is particularly notable given that the region faced only a 1 percent drop in the third quarter. North America, however, recorded a slight 1 percent decline, driven mainly by lower arrivals in the United States and Canada. Central America and the Caribbean showed modest gains, with Central America up by 3 percent and the Caribbean seeing a 1 percent increase.

The Middle East: Steady Growth

The Middle East recorded a 2 percent increase in arrivals from January to September 2025, continuing its growth trend post-pandemic. This region now enjoys 33 percent more visitors than in 2019, making it the region with the strongest relative recovery. Countries such as UAE, Saudi Arabia, and Qatar have capitalised on tourism growth by hosting large-scale events and festivals that continue to attract visitors from around the world.

Strong Visitor Spending Across Key Destinations

Not only have international arrivals grown, but spending from tourists has also been robust. Countries such as Japan, Egypt, Brazil, and Morocco have recorded strong increases in tourism receipts. Japan, for instance, saw a 21 percent increase in receipts, while Egypt and Morocco reported a growth of 18 percent and 14 percent, respectively. These figures demonstrate that international tourists are not just visiting these destinations but also contributing significantly to local economies through increased spending.

What to Expect Moving Forward

The global tourism outlook for the remainder of 2025 remains positive, with forecasts suggesting that the year will close with continued growth in international arrivals. The UNWTO’s prediction of a 3 to 5 percent increase for 2025 remains on track, but factors such as high travel prices, geopolitical risks, and economic challenges may affect future growth. Travel operators, however, remain optimistic, noting the diverse traveller base and growing interest in emerging destinations.

Key trends to watch include:

• Sustained growth in emerging markets, particularly in Africa and Asia, which are seeing rapid recovery.
• Stronger performance in traditionally popular destinations such as Europe and the Americas, with growth driven by holiday and cultural tourism.
• Resilient visitor spending across multiple regions, driven by higher disposable incomes and an increasing demand for luxury travel experiences.

A Promising Future for Global Tourism

Global tourism has shown remarkable resilience in 2025, with international tourist arrivals increasing by 5 percent compared to the previous year. Key regions like Africa, Europe, and Asia are leading this recovery, supported by strong visitor numbers and a surge in tourism receipts. As destinations adapt to post-pandemic travel dynamics, the outlook for the remainder of 2025 looks promising, with new opportunities for both established and emerging destinations.

The travel industry can expect sustained demand throughout the year, highlighting the growing importance of cultural, leisure, and adventure tourism as global travellers continue to explore new corners of the world.