In a testament to perseverance, vision, and revitalised leadership, Asia and the Pacific have stormed onto the global tourism stage, achieving a remarkable 87% recovery in international arrivals compared to pre-pandemic levels.
According to the latest figures from UN Tourism, 316 million international travellers returned to destinations across the region in 2024—an enormous leap from the 66% recovery rate recorded at the close of 2023. The figures confirm what many in the sector have long hoped for: Asia-Pacific, a region of dazzling diversity and boundless opportunity, is again flourishing.
South Asia led the recovery with a commanding 92% rebound. The Maldives, long considered the crown jewel of Indian Ocean tourism, registered an extraordinary 20% increase in arrivals over 2019. Not far behind, Japan posted a 16% surge, Fiji 10%, and Sri Lanka a commendable 7% increase.
Indonesia, this year’s host for the UN Tourism Commission for Asia and the Pacific, welcomed 13.9 million visitors in 2024, recovering 86% of its 2019 tourism volume. These aren’t just numbers; they are hard-won victories for destinations that have endured border closures, economic disruption, and a generational public health crisis.
“Our shared priorities will lay the foundations for a more resilient and sustainable tourism sector for Asia and the Pacific,” declared UN Tourism Secretary-General Zurab Pololikashvili, speaking in Jakarta. “At the heart of it all is innovation and youth empowerment through training and education.”
It was a moment steeped in both celebration and ambition. As the commission gathered, attention turned not only to how far the region has come but also to how much further it intends to go.
Building a Better Future: Resilience Through Investment
Between 2018 and 2024, the region attracted more than 640 greenfield tourism projects, worth an eye-watering US$66 billion. That’s over one-third of all global tourism-related capital expenditures in that period.
UN Tourism’s message in Jakarta was clear: if the region is to maintain momentum, it must channel further investment into sustainable infrastructure, technological advancement, and workforce capability.
To that end, the Commission’s landmark Regional Conference on “Tourism Policy on Circular Economy” brought together public and private sector leaders to grapple with some of tourism’s most urgent challenges: how to reduce waste, improve efficiency, and overhaul supply chains with sustainability front-of-mind.
The Secretary-General also reaffirmed UN Tourism’s ongoing commitment to its Regional Office in Nara, Japan—envisioning it as the nucleus of a broader Tourism Resilience Programme for the region.
Education as the Cornerstone
Resilience is more than bricks and mortar. It is knowledge, wisdom, and the capability to adapt.
UN Tourism is investing heavily in education and human capital. In a significant development, Member States were briefed on the progress of two new co-branded Master’s programmes.
One, in Tourism Management, is being launched in partnership with Beijing International Studies University, offering 15 full scholarships per year. The second, in Digital Marketing and Analytics, is being developed with the Macao University of Tourism. These programs aim squarely to prepare a new generation of industry leaders—tech-savvy, sustainability-focused, and regionally aware.
Leadership for a New Era
Amid the optimism, there was also business to be done. The Commission fulfilled its statutory obligations, nominating key leaders for the months ahead.
The Philippines and Maldives were put forward as Vice Presidents for the upcoming 26th UN Tourism General Assembly. The Philippines was also nominated to Chair the Commission for South Asia, while the Maldives will Chair East Asia and the Pacific. Japan and Fiji were nominated as Vice Chairs for East Asia and the Pacific, and India and Bhutan were selected as Vice Chairs for South Asia.
Iran and India were nominated to represent Asia and the Pacific on the UN Tourism Executive Council in a show of confidence in the region’s leadership. All nominations await formal ratification at the General Assembly.
Looking to Malaysia and Beyond
The road ahead is paved with both opportunity and expectation. In September 2025, Malaysia will host World Tourism Day, bringing further international focus to the region’s recovery, reinvention, and long-term planning.
Jakarta’s underlying message was resolute: Asia-Pacific is not merely returning to form. It is redefining the future of global tourism with a mindset rooted in sustainability, resilience, and regional cooperation.
In a world still navigating the aftershocks of a pandemic and the growing pains of digital transformation, Asia-Pacific is proving again that old-fashioned perseverance, paired with bold forward-thinking, remains an unbeatable combination.
By Octavia Koo
