Despite the world seemingly spinning on an increasingly unpredictable axis, Asia Pacific’s tourism industry is soldiering on with a smile and a suitcase. According to the Pacific Asia Travel Association (PATA), the region’s visitor numbers are set to soar towards an impressive 801 million by 2027 – a remarkable vote of confidence for an industry often battered but rarely broken.
In a refreshing show of resilience, PATA has just released its Mid-Year Update to the Asia Pacific Visitor Forecasts 2025–2027 report, offering a data-heavy lifeline for tourism stakeholders looking to navigate a sea of uncertainty without losing their bearings – or their bookings.
“This isn’t just a forecast; it’s a compass,” said PATA CEO Noor Ahmad Hamid, who isn’t one to let a crisis spoil the travel plans. “With global conditions shifting faster than an airline’s baggage policy, these updates help destinations not just survive but thrive.”
The report, crafted in collaboration with The Hong Kong Polytechnic University’s Hospitality and Tourism Research Centre, digs deep into the shifting sands of international visitor arrivals (IVAs) across 39 destinations. Whether you’re a big-picture strategist or a back-office booking whiz, this update has something for you.
Cracking the Numbers: A Region on the Rise
Under the medium-growth scenario, international arrivals are tipped to climb from 692 million in 2025 to a striking 801 million by 2027. That’s not just growth – that’s a recovery with style.
Among the standout destinations, China remains the heavyweight champion, set to welcome up to 148 million visitors by 2027. Not far behind are the USA and Türkiye, with the latter punching above its pre-pandemic weight alongside Mongolia – a dark horse of robust resurgence.
Meanwhile, the outbound travel game continues to evolve. China holds onto its crown, but India, the UK and even the Russian Federation are making bold moves on the leaderboard of international source markets.
Geopolitics and the Price of Pad Thai
It wouldn’t be a modern travel update without a nod to global economic woes and political headwinds. From fluctuating exchange rates and extended Chinese public holidays to tariff tiffs and local discontent about overtourism, this report doesn’t shy away from the potholes along the way.
But that’s not to say it’s all gloom and passport stamps. The rise of wellness tourism is opening doors for older travellers and health-conscious wanderers alike. The appetite for preventative health escapes is growing faster than a yoga retreat’s Instagram following.
Millennials, Memes, and Market Influence
Let’s not forget the power of a selfie. Social media – particularly user-generated content – is emerging as the new currency of tourism influence. For today’s younger travellers, authenticity isn’t just preferred; it’s demanded. Destinations with real stories, local flavour, and share-worthy experiences are winning hearts (and hashtags).
According to PATA, this digital dynamism is helping redefine how travel demand is shaped. Forget glossy brochures – a viral TikTok from Hanoi might be all it takes to trigger the next wave of inbound wanderlust.
What’s Next? Strategy Over Guesswork
This mid-year update is more than just a collection of numbers and charts. It’s an invitation to think smarter. With input from PATA members and data partners, and support from exclusive sponsor Visa, the full Destination Forecasts Reports are set for release on 1 July 2025, giving local decision-makers the tools they need to plan with precision.
Non-members can get their hands on the full report via the PATA Catalogue here. Members can access it via the PATA Info Hub or by contacting [email protected].
And if all that number-crunching leaves you needing a cuppa, PATA has you covered there too. An exclusive webinar, held on Thursday, 26 June 2025 at 4 PM Singapore Time, will unpack the report’s key takeaways for members, offering expert analysis and the kind of practical advice that doesn’t come with frequent flyer points but should.
A Word to the Wise
In a world where today’s headline becomes tomorrow’s history, this timely update is a reminder that tourism isn’t just about planes, packages, and porters. It’s about adaptation, foresight, and, above all, a love of journeying that refuses to be grounded.
For more details, visit www.PATA.org.
By Kanda Limw
