International tourism continues to show strong momentum in 2025, with global arrivals rising 5 percent in the first half of the year to nearly 690 million. That figure represents an increase of around 33 million compared to the same period in 2024, according to new data from UN Tourism.
Secretary-General Zurab Pololikashvili highlighted the sector’s resilience, noting that the rise in both arrivals and revenue is providing important contributions to local economies, jobs, and livelihoods. At the same time, he emphasized the importance of ensuring that tourism growth is sustainable and inclusive, requiring collaboration among governments, businesses, and communities.
The World Tourism Barometer indicates that Africa led all regions with a 12% increase between January and June. North Africa recorded 14 percent growth, while Sub-Saharan Africa rose 11 percent. Europe welcomed nearly 340 million international visitors, up 4 percent from last year and 7 percent above 2019 levels, with Central and Eastern Europe showing a particularly strong recovery.
In the Americas, international arrivals grew 3 percent overall, although results varied. South America surged 14 percent, while Central America rose 2 percent and North America remained flat, reflecting slight declines in the United States and Canada. The Caribbean underperformed due to weaker demand from U.S. travelers.
The Middle East saw arrivals fall 4 percent, though the region remains well above pre-pandemic levels, up 29 percent compared with 2019. Asia and the Pacific recorded an 11 percent increase, reaching 92 percent of pre-pandemic numbers as recovery continues to gain pace.
At the country level, Japan and Vietnam posted the highest growth among major destinations with a 21 percent increase, followed by Morocco at 19 percent, the Republic of Korea at 15 percent, and Mexico and the Netherlands at 7 percent. Malaysia and Indonesia each saw arrivals rise by 9 percent, while Hong Kong grew 7 percent, although still slightly below 2019 benchmarks.
Tourism revenue has mirrored these trends. Japan and the United Kingdom recorded double-digit increases through June, up 18 percent and 13 percent, respectively. France rose 9 percent, while Spain and Turkey each saw 8 percent growth in revenue, driven by strong demand from international travelers.
