Now, Tourism Industry Faces Hurdles: Foreign Arrivals Struggling to Return to Pre-Pandemic Levels

Published on December 22, 2025

Despite the increasing global trend of post-pandemic tourism recovery, foreign tourist arrivals have yet to fully return to pre-pandemic peak levels, according to recent tourism data from international agencies. Countries around the world are seeing strong recovery in certain regions, but foreign tourist numbers are still below those observed in 2019, before the pandemic significantly disrupted travel.

This trend reflects the continuing challenges the tourism sector faces in its quest to fully recover, despite the easing of travel restrictions, the reopening of borders, and the return of international flights. Tourist destinations are gradually welcoming more visitors, but they have not yet achieved the volume of foreign arrivals that was the norm before COVID-19.

Slow Recovery Across Major Travel Destinations

In Europe, Asia, and North America, major tourism-dependent cities and countries have reported improving figures in foreign tourist arrivals. France, Italy, Spain, and the United States are experiencing higher numbers of travelers compared to 2020 and 2021, but those figures are still lower than the peak numbers seen in 2019.

For instance, countries like Thailand, Indonesia, and Japan, which rely heavily on tourism for economic growth, have seen slower recovery in terms of international tourist arrivals. Japan, which was once a popular destination for millions of visitors annually, has only partially opened its doors and is still facing challenges in attracting tourists at the same levels as before the pandemic. Similarly, Thailand and Indonesia have not yet reached their pre-COVID tourism levels, despite easing travel restrictions and offering various incentives to attract visitors.

Even Europe’s top destinations like Paris and Rome, which have long been popular for cultural tourism and historic landmarks, are witnessing fewer foreign visitors than in the pre-pandemic years. A slow recovery in international flight routes, along with higher travel costs and economic uncertainty, has impacted the global tourism flow.

Impact of Continued Travel Barriers

Several barriers remain that hinder the full recovery of foreign tourism. Visa processing delays, particularly for long-haul travelers, remain a challenge in many countries. Some destinations still impose entry restrictions, such as testing requirements or quarantine regulations, depending on a traveler’s origin, which deters potential visitors.

Airlines, while operating at higher capacities, are still facing challenges in meeting demand. Flight cancellations, staff shortages, and higher airfare prices have made international travel more expensive and less predictable. The reduction of international flight routes, particularly to remote destinations, has also made it harder for travelers to access certain tourist spots.

Economic Uncertainty and Changing Travel Preferences

As global inflation and rising living costs affect many economies, tourist spending patterns have changed. Travelers are now more conscious of their budgets, which has led to a shift toward local tourism or regional travel instead of long-haul trips. Shorter vacations and weekend getaways have gained popularity, with travelers opting for destinations closer to home.

Moreover, changing consumer preferences post-pandemic have led to an increase in eco-tourism and wellness tourism, as many tourists now prioritize destinations that offer sustainability and health-conscious experiences. Destinations that emphasize outdoor activities, nature-based experiences, and cultural immersion have seen higher demand. However, traditional city-based tourism in crowded urban centers has not fully rebounded.

A Shift in International Tourist Arrivals

While tourism recovery remains uneven, some destinations are faring better than others. For example, the Middle East and Southeast Asia have seen stronger recovery in international arrivals compared to other regions, driven by aggressive tourism marketing, lower travel costs, and easier visa policies. Countries like Dubai, Singapore, and Vietnam have effectively marketed themselves as safe, attractive destinations, drawing visitors with both traditional tourist attractions and new experiences.

In Africa, Kenya and South Africa have reported a steady increase in international arrivals, driven by the rise in safari tourism, wildlife conservation experiences, and beach tourism in coastal areas. Despite ongoing global challenges, these destinations have adapted well to the post-pandemic tourism environment.

Looking Ahead: Global Tourism Recovery in 2025

As we approach the end of 2025, global tourism is expected to continue its gradual recovery. Although full recovery to pre-pandemic tourist arrival levels may take some time, many countries are anticipating higher numbers of visitors as economic conditions stabilize and travel becomes more predictable. Destinations are likely to focus on attracting sustainable tourism, experiential travel, and luxury tourism segments that are driving post-pandemic trends.

The reopening of borders, the expansion of international flight routes, and improved visa processing systems will continue to play a significant role in the resurgence of international tourism. Furthermore, tourism organizations and governments are expected to enhance destination marketing strategies, highlighting safety, unique experiences, and cultural heritage to appeal to the evolving needs of travelers.

Conclusion

Although foreign tourist arrivals have yet to return to pre-pandemic levels, the travel industry is steadily recovering as barriers to international travel continue to ease. The rise in domestic tourism and the shift toward regional travel are reflective of changing consumer preferences, while popular destinations are working hard to adjust their offerings to cater to post-pandemic demands. As global travel recovers, continued focus on sustainability, personalized experiences, and easy accessibility will shape the future of tourism worldwide.