In a world where headlines often dwell on doom and deficit, the travel industry has quietly packed its bags, tightened its seatbelt, and launched into a global renaissance. New figures from UN Tourism’s May 2025 World Tourism Barometer have confirmed what many suitcase-wielding dreamers have long suspected: the world is, once again, travelling with gusto.
Over 300 million tourists traversed international borders in the first quarter of 2025—about 14 million more than the same sun-drenched season in 2024. That’s a 5% rise, and if you’re keeping track, a complete 3% above the golden days of 2019, before that pesky pandemic threw a spanner in every traveller’s plans.
Against the Odds, Tourism Triumphs
It wasn’t all cocktails on the beach. Global tourism surged forward despite a veritable laundry list of woes—geopolitical tension, inflation, trade grumbles, and airfare price hikes that made even seasoned travellers blink twice.
Yet UN Tourism Secretary-General Zurab Pololikashvili struck a decidedly celebratory note:
“In every global region, tourism stands out as a major services sector, supporting millions of jobs and businesses of all sizes… this resilience is good news for economies and workers everywhere.”
Translation: the world may be wobbling, but tourism is standing tall—and spending.
A Snapshot of a World on the Move
Let’s break it down:
- Europe welcomed 125 million tourists in Q1, a 2% increase year-over-year. The Southern Mediterranean coastlines, while just nudging the needle at +2%, proved irresistible for off-season wanderers. Central and Eastern Europe, however, saw an 8% jump, with the Baltics bouncing back like a freshly popped champagne cork.
- Africa, never one to sit quietly in the corner, posted a proud 9% growth in arrivals. Not only did the continent regain lost ground, it shot 16% ahead of its 2019 benchmark. Bravo!
- The Americas saw a modest 2% rise, with South America turning heads (and ticket sales) with a 13% boost thanks to the Southern Hemisphere summer.
- The Middle East, having already dazzled in prior years, only managed a 1% nudge this time—but don’t scoff. Its arrivals are still a staggering 44% above pre-pandemic levels. That’s no mirage.
- Asia and the Pacific were the real overachievers. A 12% rise overall brought the region to 92% of its pre-pandemic traffic levels. North-East Asia, in particular, launched itself forward with a 23% spike, nearly matching its 2019 zenith.
The Skies and Stays Rebound
Airlines, too, felt the lift. According to IATA, international travel demand was up 8% compared to Q1 2024. Aircraft capacity rose 7%, and those airport lounges weren’t empty either. Hotel occupancy globally hovered around 64% in March, just one shy of last year’s figure.
One might say, people are back in the skies, beds are booked, and travel is ticking again.
Tourists Don’t Just Travel—They Spend
If tourism is the heartbeat of many economies, spending is the pulse. And that pulse is pounding.
- Spain led the charge, reporting a 9% increase in international receipts in just January and February.
- Türkiye, Greece, Italy, and Portugal followed suit, each posting solid mid-single-digit gains.
- France tallied a 6% rise, while Norway and Denmark delivered a Nordic surprise with 20% and 11% hikes, respectively.
Out east, Japan put the rest of us to shame with a jaw-dropping 34% increase in visitor spending. Nepal impressed with +18%, and both South Korea and Mongolia chimed in at +14%.
In the west, the US—still the world’s top earner from tourism—clocked a steady 3% rise, following an impressive 14% leap last year.
2024: The Year That Broke Records
The champagne was already on ice before 2025 even began. Revised numbers reveal that tourism-related export revenues reached a record USD 2.0 trillion in 2024, accounting for 6% of total global exports and 23% of all service trade.
Receipts from tourism alone reached USD 1.7 trillion, adjusted for inflation. The average international traveller spent USD 1,170 last year—considerably up from the pre-COVID average of a flat $1,000. We’re all happy to splash a little extra on life experiences after years locked down.
The biggest spenders?
- China, back with gusto, shelled out a mighty USD 251 billion, 30% up from 2023.
- UK (+16%), Canada (+13%), USA (+12%), Australia (+8%) and France (+7%) were not far behind.
- Honourable mentions go to Saudi Arabia, Belgium, Spain, the Netherlands, and Austria—all boasting double-digit growth.
The Clouds on the Horizon
Of course, no global picture is complete without a few storm clouds. The UN Tourism Panel of Experts has flagged several challenges:
- Sluggish economic growth
- High travel costs
- Rising tariffs
- Persistent geopolitical jitters
Lower consumer confidence and simmering global tensions are leaving some travellers twitchy. The result? Shorter trips, closer destinations, and a sharper eye on value-for-money deals.
A Summer of Hope, With a Dash of Caution
Still, don’t pack away the sunscreen. The UN Tourism Confidence Index indicates that nearly half of the surveyed experts expect Q2 2025 (May-August) to outperform the same period in 2024. A respectable 33% predict a stable run, and only 22% fear a slump.
While trade tensions may continue to nibble at travel sentiment, the appetite for exploration remains hearty.
Final Boarding Call: The World Wants to Roam
The UNWTO has maintained its forecast of a 3–5% growth in international arrivals for 2025. And if Q1 is any indication, we’re well on our way.
So, whether you’re sipping ouzo in Santorini or scaling Himalayan passes, one thing is clear: the world is back in motion, and tourism is proving, yet again, to be the world’s most joyful comeback story.
For the whole data dashboard and trends, visit UNWTO Tourism Statistics.
By Michelle Warner
