Global tourism demand holds strong despite inflation and geopolitics
According to the latest World Tourism Barometer released on November 27, 2025, more than 1.1 billion tourists traveled internationally between January and September 2025. This represents an increase of roughly 50 million trips compared with the same period in 2024.
The figures point to steady demand throughout the year, even as tourism services face persistent inflation and traveler confidence wavers amid geopolitical and trade tensions. The third quarter delivered a 4% rise over 2024, fueled by a strong summer travel season across the Northern Hemisphere.
Outgoing UN Tourism Secretary-General Zurab Pololikashvili said: “International tourism has continued to grow steadily in 2025 in both arrivals and—most importantly—revenues, despite high inflation and geopolitical instability. Africa and Europe, in particular, are standing out for their performance.”
Africa leads global regional growth
The latest edition of the World Tourism Barometer reviewed international travel for the first nine months of 2025 across regions and sub-regions. Key findings include:
Africa posted the fastest sustained growth of any region, with arrivals climbing 10% through September, based on limited available data. Both North Africa (+11%) and Sub-Saharan Africa (+10%) delivered double-digit gains.
Europe, the world’s most visited destination region, welcomed 625 million international tourists year-to-date, a 4% increase from 2024. The results were broadly positive, buoyed by a strong summer season. Western Europe (+5%) and Southern Mediterranean Europe (+3%) saw particularly solid momentum, while Northern Europe (-1%) posted slightly softer numbers. Central and Eastern Europe continued its robust rebound (+8%), though overall arrivals are still 11% below 2019 levels.
The Americas grew 2% overall in the nine-month period. Early 2025 results were stronger (+3% in Q1 and Q2), but the third quarter dipped slightly (-1%). Performance varied sharply by sub-region: South America (+9%) paced the recovery, Central America rose 3%, and the Caribbean saw modest growth (+1%). North America (-1%) lagged, partly due to slight declines in both the U.S. and Canada.
The Middle East recorded 2% arrival growth between January and September 2025. Compared with 2019, however, the region remains the global leader in long-term recovery, with arrivals now 33% above pre-pandemic levels.
Asia-Pacific saw arrivals rise 8% year-to-date, reaching 90% of 2019’s volumes (-10% versus 2019). Northeast Asia stood out with a 17% surge from 2024, though arrivals are still 12% below 2019 levels.
Some of the world’s fastest-growing destinations this year include Brazil (+45% vs. 2024), Vietnam and Egypt (both +21%), Ethiopia and Japan (both +18%), South Africa (+17%), Sri Lanka and Mongolia (both +16%), and Morocco (+14%). All of these markets have surpassed their 2019 arrival levels.
Air and hotel data confirm resilient demand
According to IATA, global international air traffic (measured in RPKs) increased 7% from January through September 2025 compared with 2024, while air capacity (ASKs) grew 6%. Meanwhile, global hotel occupancy reached 68% in September 2025—matching September 2024 levels, based on STR data.
Visitor spending remains strong
Monthly tourism revenue data through September 2025 shows continued strength in visitor spending, led by Japan (+21%), Nicaragua (+19%), Egypt (+18%), Mongolia and Morocco (both +15%), Latvia (+13%), Brazil (+12%), and France (+9%).
Large outbound travel markets also signaled resilient spending: U.S. travelers boosted international tourism spending by 7% through August, while Spain (+15%), Germany, Italy (both +4%), France (+5%), and South Korea (+7%) also logged notable increases.
2025 forecast still within reach—but risks remain
In January, UN Tourism projected a 3% to 5% increase in global tourist arrivals in 2025. Current results through September align with that outlook, though elevated travel prices and geopolitical uncertainty continue to pose downside risks for the months ahead.
Related News Stories: Overseas tourist arrivals collapse in the United States Romania tourism grows in 1H 25 thanks to international arrivals Brazil posts record tourist arrivals in 2024 The USA confirm the drop in tourist arrivals Thailand predicts a 6% contraction in international tourist arrivals Brazil sets new visitor arrival records Malaysia tourist arrivals grow 20% Vietnam tourist arrivals surge Las Vegas tourism plunge : blame greed and U.S. politics Canada experiences a slump in tourist arrivals
