Global tourism growing despite many challenges

The aggressive Israelis are disrupting the Middle East, the Russians attacking western Europe and the US scaring away tourists with increased costs and unwelcoming immigration policies. 

But despite all these bad actors, global tourism is up by 5% over the past six months. 

New figures from UN Tourism show almost 690 million tourists travelled internationally between January and June 2025, which is around 33 million more than in the same period of 2024. 

Results were, not surprisingly, mixed among regions and sub-regions.

UN Tourism secretary-general Zurab Pololikashvili said: “In the face of global challenges, international tourism continues to see strong momentum and resilience. 

"The first half of 2025 brought growing arrival numbers and revenues for most destinations around the world, which contribute to local economies, jobs and livelihoods. Yet, this also reminds us of our great responsibility to ensure this growth is sustainable and inclusive and to work with all local stakeholders in that sense.”

Africa saw strongest performance while Asia Pacific continued to rebound.

The newest edition of the World Tourism Barometer assesses the sector’s performance by region and sub-region in the first six months of 2025. Key takeaways include: 

# Africa saw a 12% increase in January-June 2025 compared to the same period last year. Both North Africa (+14%) and sub-Saharan Africa (+11%) recorded double-digit growth this period.

# Europe welcomed nearly 340 million international tourists this first half of 2025, about 4% more than in 2024 and 7% more than in 2019. Northern, western and southern Mediterranean Europe all recorded 3% growth this period despite uneven monthly results. Central and Eastern Europe continued to rebound strongly (+9%), but remained 11% below 2019 levels, according to available data.

# The Americas recorded 3% growth in January-June 2025, with mixed results. While South America (+14%) continued to enjoy solid growth, Central America saw a 2% increase in arrivals and North America saw flat results (+0%) mostly due to declines in the United States and Canada. 

# The Middle East recorded 4% fewer arrivals this six-month period, though after a very strong post-pandemic rebound, with 29% more arrivals than the same period of 2019, the strongest regional results relative to 2019.

# Arrivals in Asia and the Pacific grew 11% this period, which is 92% of the pre-pandemic figure (-8% compared to 2019). North-East Asia (+20%) saw the strongest performance relative to 2024, though it remained 8% below 2019 levels.

Some of the highest growth rates among large destinations in H1 2025 were recorded by Japan and Vietnam (+21%), the Republic of Korea (+15%), Morocco (+19%), Mexico and the Netherlands (+7%). 

Malaysia and Indonesia both recorded 9% growth and Hong Kong 7%, though arrivals remained somewhat below 2019 levels in these destinations.

Image: Naveen Kumar Singh, Scop.io