Within the region, Asia was the main engine in 2024: it accounted for 470.9 million arrivals, 72.7% of the regional total and up 30.7% year over year. It was followed by the Americas, with 153.0 million (23.6%, +9.7%), and the Pacific, with 24.0 million (3.7%, +6.9%). Among the best-performing destinations were China, with more than 127 million visitors and 19.7% of the regional total, and Japan, which reached 36.87 million arrivals and 47.1% growth in 2024. In the first half of 2025, Japan maintained momentum, recording 14.4 million arrivals (+24.5% year over year) and achieving a recovery of 131.6% versus 2019.
Specialized destinations such as Macao—Special Administrative Region of China—also posted notable gains: in 2024 it logged 34.9 million arrivals (+23.8%), and in the first half of 2025 it kept growing (+14.9%) in a context where other markets are already showing some moderation.
PATA CEO Noor Ahmad Hamid emphasized that although the pace of growth is moderating compared with the faster rebound years (2023, 2024), the data point to a healthy, sustainable trajectory. In his words, the industry is entering “a new phase of maturity—not defined by recovery, but by resilience and recalibration.”
Looking ahead to the remainder of 2025, the association identifies both opportunities and challenges to consolidate this trend. Opportunities include the rapid expansion of low-cost carriers, which has pushed inbound seat capacity to 123.1% of 2019 levels, making travel more accessible, especially in short-haul markets. The rising role of India as both an outbound and inbound market, together with continued strength in demand from North and South America, forms another strategic vector of growth.
Even so, the headwinds are significant. The slower recovery of outbound tourism from China continues to weigh on regional flows. In the Pacific, structural barriers persist, such as high operating costs and limited air connectivity. Other cautionary factors include geopolitical tensions and climate risks that can undermine the sector’s predictability.
Against this backdrop, PATA’s recommendation is clear: convert recovery into resilience, diversify source markets, strengthen public–private collaboration, and invest in environmental and economic sustainability. According to Hamid, in an environment of ongoing uncertainty, adaptability and cooperation will be the most valuable tools for securing steady and inclusive growth across the region.
The latest data position Asia–Pacific as one of the most dynamic tourism theaters on the planet, with nearly 93% of recovery already achieved and clear signs that traveler volumes continue to rise. The challenge now is to lock in those gains, translate them into sustained growth, and address the vulnerabilities that could derail progress. For governments, destination managers, and operators across the region, a window of opportunity has opened: adapt to new traveler profiles, leverage improvements in connectivity and technology, innovate in product and service, and craft strategies that ensure a strong and lasting recovery.
