Global Tourism Grows 5% in H1 2025, Experts See Cautious Optimism for Year-End

• 20 September, 25

International tourist arrivals increased 5 percent in the first half of 2025, surpassing pre-pandemic levels, while industry experts project continued — but cautious — growth for the remainder of the year amid economic and geopolitical uncertainties.

According to the World Tourism Organization (UN Tourism), nearly 690 million travelers crossed borders between January and June, roughly 33 million more than the same period last year.

UN Tourism Secretary-General Zurab Pololikashvili highlighted the sector’s resilience: “In the face of global challenges, international tourism continues to see strong momentum and revenues, contributing to local economies, jobs, and livelihoods. Yet we must ensure this growth is sustainable and inclusive.”

Regional performance highlights

Africa led global growth with a 12 percent increase in arrivals, driven by double-digit gains in both North (+14 percent) and Sub-Saharan (+11 percent) Africa. Europe welcomed almost 340 million tourists, up 4 percent from 2024 and 7 percent above 2019 levels. Northern, Western, and Southern Mediterranean Europe each saw 3 percent growth, while Central and Eastern Europe rebounded 9 percent but remained slightly below pre-pandemic figures.

The Americas recorded 3 percent growth overall, with South America (+14 percent) outperforming Central (+2 percent) and North America (+0 percent). The Middle East saw a 4 percent decline compared to 2024, though arrivals remained 29 percent above 2019 levels. Asia-Pacific arrivals increased 11 percent, with North-East Asia (+20 percent) leading regional growth. Notable country-level gains included Japan and Vietnam (+21 percent), the Republic of Korea (+15 percent), Morocco (+19 percent), Mexico and the Netherlands (+7 percent).

Economic impact and spending

Tourism receipts also showed strong growth, with Japan (+18 percent), the UK (+13 percent), France (+9 percent), Spain (+8 percent), and Türkiye (+8 percent) reporting robust earnings. Outbound spending from major markets such as China (+16 percent) and Spain (+16 percent) underscores ongoing global demand.

Challenges and outlook

High transport and accommodation costs, inflation, and geopolitical tensions continue to influence traveler behavior. Tourism inflation is projected to ease slightly from 8.0 percent in 2024 to 6.8 percent in 2025, remaining above pre-pandemic levels. Nevertheless, the UN Tourism Confidence Index points to cautious optimism, with experts rating September–December 2025 prospects more positively than earlier in the year.

Despite these uncertainties, UN Tourism maintains its projection of 3 percent – 5 percent growth in international arrivals for 2025, signaling a resilient sector poised to navigate ongoing global challenges.

Cre: news.gtp.gr