PATA emphasizes that, despite an unstable global economy and increasing local resistance to overtourism, the region demonstrates remarkable adaptability. The association considers access to updated and detailed information essential for tourism stakeholders to anticipate changes and respond quickly to evolving market dynamics.
By country, China will maintain its position as the leading destination, with up to 148 million international arrivals expected in 2027. The United States and Turkey follow, while destinations such as Mongolia and Turkey may exceed their pre-pandemic visitor levels with particularly strong growth.
Regarding source markets, China also leads outbound tourism, followed by the United States, South Korea, and Japan. However, emerging markets such as India, the United Kingdom, and Russia are gaining prominence, indicating a clear trend toward market diversification.
Factors such as extended national holidays in China, exchange rate shifts, and trade tensions are influencing travel routes and generating opportunities for the development of new regional itineraries.
The report also highlights the growing significance of wellness tourism, driven by aging populations in source markets like Japan and parts of Europe. Experiences focused on well-being, preventive health, and rejuvenation retreats are expanding niches that destinations can strategically leverage.
Another key aspect is the impact of social media and user-generated content. Younger generations are drawn to authentic, experiential, and visually engaging travel, designed for digital sharing. This is fueling increased demand for destinations that offer genuine and distinctive tourism products.
In the months ahead, PATA will recommend that tourism organizations, governments, and operators focus their strategies on several fronts: diversifying source markets, developing wellness-focused products, strengthening sustainability efforts, managing tourist flows, and enhancing visibility across digital platforms and social networks.
To deepen these insights, PATA is hosting an exclusive webinar for its members on Thursday, June 26, 2025, at 4:00 PM (Singapore time), where the report’s findings will be discussed in greater detail.
In addition to the consolidated report, a series of destination-specific forecasts will be released on July 1, sponsored by Visa. These reports will offer localized intelligence for 39 markets, providing valuable guidance for national tourism planners and regional authorities.
The reports are available via the PATA Info Hub or for purchase through the PATA Publications Catalog, with members granted discounted access or through special codes.
The Asia-Pacific region is entering a phase of solid recovery, with projections pointing toward 801 million international visitors by 2027, driven by a combination of renewed demand, diversified source markets, and alignment with new tourism trends. PATA’s semi-annual report positions itself as a strategic guide to help navigate a complex global environment and seize emerging opportunities.
