Published on
October 2, 2025
The global tourism industry has experienced a remarkable resurgence in early 2025, with international arrivals reaching a staggering six hundred ninety million between January and June. This surge is a testament to the recovery of the sector following the challenges posed by the pandemic. Malaysia, alongside tourism powerhouses like Indonesia, Singapore, South Korea, Hong Kong, Morocco, Spain, and France, has contributed to this impressive growth. The reasons behind this resurgence are multifaceted, ranging from the lifting of travel restrictions to the increasing demand for international travel driven by improved economic conditions, the return of long-haul flights, and the growing appeal of emerging destinations. As these countries continue to lead the way in global tourism growth, their performance highlights the ongoing transformation of the travel landscape in the post-pandemic era.
In the first half of 2025, international tourism witnessed a significant rebound, with global arrivals reaching 690 million from January to June. This marked a rise of 33 million compared to the same period in 2024, signaling a continued recovery in the travel sector. The strong performance can be attributed to several factors, including favorable economic conditions in certain regions and countries, alongside rising demand for international travel.
Performance by Country
Several countries reported impressive growth in international tourist arrivals, with some leading the pack in terms of year-on-year increases. Two countries, in particular, experienced exceptional growth rates: Japan and Vietnam. Both recorded a remarkable 21% surge in foreign visitors, setting a new benchmark for tourism recovery in the region.
Other countries that stood out for their strong performance included Morocco, which saw a 19% increase in international arrivals, and South Korea, which grew by 15%. Southeast Asia also showed resilience, with Malaysia and Indonesia each posting a 9% rise in tourist numbers, and Hong Kong saw a 7% increase.
Established tourism powerhouses also reported positive results. France and Spain, both known for their long-standing appeal to global travelers, saw consistent growth in arrivals. France recorded a 5% increase in the first five months of 2025, while Spain’s tourism performance also rose by 5% over the same period. This steady growth is a positive sign for the continued appeal of Europe as a key destination for international travelers.
When it comes to tourism receipts, the trend was similar, with several countries experiencing substantial increases in revenue. Japan led the way with an 18% rise in tourism earnings, while Spain followed closely with a 16% increase. Other nations, such as the United Kingdom and Singapore, also enjoyed growth in tourism-related revenues, with increases of 15% and 10%, respectively.
Regional Trends
The global picture of tourism performance was also varied across different regions. The Asia-Pacific region saw an 11% increase in arrivals compared to the previous year, though it still remains behind pre-pandemic levels, achieving just 92% of 2019’s figures. A standout performer within Asia-Pacific was Northeast Asia, which saw a sharp rebound with a 20% growth in international tourist numbers, signaling a strong recovery in key markets.
Europe’s tourism industry grew by 4% in 2025, a solid performance considering the challenges posed by external factors such as inflation and geopolitical instability. Notably, Europe’s performance now stands 7% above pre-pandemic levels, a promising sign of its sustained appeal and recovery trajectory.
In the Americas, South America showed robust growth, with a 14% increase in international arrivals, a strong indication of the region’s growing attractiveness to global travelers. Central America also saw a slight rise of 2%, while North America and the Caribbean remained stable, with no significant change compared to the previous year.
The Middle East faced a slight decline, with a 4% drop in tourist arrivals. However, the region’s overall performance remains strong, as it is still 29% ahead of 2019 levels, suggesting that some markets in the Middle East are experiencing continued growth despite the overall downturn.
Africa recorded an impressive 12% growth overall, with both North Africa and Sub-Saharan Africa seeing double-digit increases. North Africa in particular enjoyed a 14% rise in international tourist arrivals, while Sub-Saharan Africa grew by 11%, further cementing the continent’s emerging role as a global tourism hub.
Tourism Inflation and Economic Outlook
Despite the positive growth in global tourism, rising transport and accommodation costs continue to be a major concern for travelers. The inflation rate in the tourism sector is projected to ease slightly to 6.8% in 2025, down from 8.0% in 2024. However, this is still significantly higher than the pre-pandemic rate of 3.1% and the global inflation rate of 4.3%. These rising costs are expected to influence traveler behavior, as many may seek more affordable options or opt for shorter trips, closer destinations, or reduced spending on their vacations.
Economic and geopolitical uncertainties also remain a risk to the tourism industry, with experts predicting that these factors may continue to dampen traveler confidence. The ongoing global inflationary pressures and rising costs of goods and services may lead to more cautious spending by tourists, which could impact overall industry performance in the latter half of 2025.
Market Outlook
Looking ahead, experts remain cautiously optimistic about the remainder of the year, although the tourism outlook is mixed. Approximately 50% of industry experts believe that the tourism outlook for the second half of 2025 will improve, with 44% expecting a moderate improvement and 6% anticipating a strong recovery. Meanwhile, around 33% foresee no change in the outlook, and only 16% predict a decline in tourism activity.
For the entire year of 2025, there is an increase in optimism, as the proportion of experts expecting conditions to improve or improve strongly has risen from 49% in May to 60% in September. This shift indicates growing confidence in the resilience of the tourism sector and its ability to recover fully in the coming months.
The tourism sector is continuing its strong recovery into 2025, with impressive growth seen across many regions and countries. While some challenges, such as rising costs and economic uncertainty, remain, the overall outlook for the remainder of the year is positive. Key markets, including Japan, Vietnam, and Morocco, are leading the way, while established destinations like France and Spain continue to attract global visitors. As the year progresses, the global tourism industry is expected to build on these gains, with an increasing number of experts forecasting improved conditions for the months ahead.
