International tourism up 5 percent in first half of 2025 despite global challenges - Get updated on what's happening in tourism!

International tourist arrivals grew by 5% in the first six months of 2025 compared to the same period in 2024, surpassing pre-pandemic levels by about 4%, according to the latest UN Tourism Barometer. Nearly 690 million tourists travelled internationally between January and June 2025, 33 million more than in the same period last year.

Resilience amid uncertainty

“Despite global challenges, international tourism continues to show strong momentum and resilience,” said UN Tourism Secretary-General Zurab Pololikashvili. “The first half of 2025 brought growing arrival numbers and revenues for most destinations, supporting local economies, jobs, and livelihoods. But this growth also reminds us of the responsibility to ensure that tourism is sustainable and inclusive.”

Regional performance highlights

·         Africa recorded the strongest growth (+12%), led by North Africa (+14%) and Sub-Saharan Africa (+11%).

·         Europe welcomed nearly 340 million international tourists (+4% vs. 2024, +7% vs. 2019). Central and Eastern Europe rebounded strongly (+9%) but remained below 2019 levels.

·         The Americas saw modest growth (+3%), with strong results in South America (+14%), but flat performance in North America and the Caribbean.

·         The Middle East reported a 4% decline compared to 2024, though arrivals remained 29% above 2019.

·         Asia and the Pacific grew by 11%, now at 92% of pre-pandemic levels. North-East Asia led with +20%, though still below 2019.

Top-performing destinations included Japan and Vietnam (+21%), Morocco (+19%), the Republic of Korea (+15%), as well as Mexico and the Netherlands (+7%). France and Spain, the world’s leading destinations, each posted +5% growth.

Revenues and demand remain strong

Tourism receipts continued to rise in early 2025: Japan (+18%), the UK (+13%), France (+9%), Spain (+8%), and Türkiye (+8%) all reported solid growth. Outbound spending was also strong from major markets such as China and Spain (+16%), the UK (+15%), and Singapore (+10%).

According to IATA, both international air traffic and capacity grew 7% year-on-year in the first half of 2025, while global hotel occupancy reached 69% in June and 71% in July.

Risks and outlook

High transport and accommodation costs, combined with wider economic uncertainty, remain key risks. Tourism inflation is projected to ease to 6.8% in 2025 (down from 8% in 2024) but remains well above pre-pandemic levels (3.1%). Experts also cited geopolitical tensions, trade tariffs, and travel requirements as factors weighing on confidence.

Even so, the UN Tourism Confidence Index rose slightly for September–December 2025, with half of surveyed experts expecting better performance than in 2024. Overall, UN Tourism’s projection of 3%–5% growth in international arrivals for 2025 remains unchanged.

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