Regional dynamics show significant differences. Europe welcomed around 125 million visitors, a 2% increase over 2024 and 5% more than in 2019. In Southern Mediterranean Europe, off-season travel demand spurred growth in arrivals, while Central and Eastern Europe experienced a strong rebound of 8%, led by the Baltic countries, though they have not yet reached 2019 levels. Africa stood out with 9% growth compared to the previous year and a 16% increase over pre-pandemic figures.
The Asia-Pacific region reported one of the most vigorous performances, with a 12% increase in international arrivals, reaching 92% of 2019 records. Within this area, Northeast Asia led with a 23% surge, coming close to pre-pandemic levels. In the Americas, growth was more moderate at 2%, driven mainly by South America with a robust 13% increase during its summer season. The Middle East posted a modest 1% rise, yet maintains an outstanding long-term impact, with arrivals 44% higher than in 2019.
Tourism spending trends have also positively accompanied the rise in arrivals. Spain, the world’s second-largest tourism earner, reported a 9% increase in revenues during the first two months of 2025, following a strong 16% growth in 2024. Other markets such as Turkey (+7%), France (+6%), Greece, Italy, and Portugal (all around +4%) also recorded improvements. In Northern Europe, Norway and Denmark posted increases of 20% and 11% respectively.
Asia-Pacific showed remarkable dynamism: Japan led with an impressive +34% in revenues, followed by Nepal (+18%), South Korea and Mongolia (both +14%). The United States, the world’s top tourism earner, also reported a 3% revenue increase for the first quarter, following 14% growth in 2024.
A broader perspective confirms the sector’s expansion: in 2024, tourism-related export revenues —including passenger transport— reached a record USD 2.0 trillion, up 11% from 2023 and 15% above 2019 levels. Tourism services alone generated USD 1.7 trillion, with an average spending of USD 1,170 per trip —well above the USD 1,000 recorded before the pandemic. This growth was driven by strong spending from major source markets: the United Kingdom (+16%), Canada (+13%), the United States (+12%), Australia (+8%), and France (+7%), while China increased its expenditure by 30% to USD 251 billion, more than 3% above 2019 levels.
Despite the favorable outlook, the sector continues to face persistent challenges. According to a survey by UN Tourism’s Panel of Tourism Experts, the main obstacles for 2025 include the global economic slowdown, rising travel costs, higher tariffs, geopolitical uncertainty, and weakened consumer confidence. In this context, tourists are expected to seek more value for money, opting for closer destinations or shorter trips.
Even so, expectations for the northern hemisphere’s summer season remain cautiously optimistic. According to UN Tourism’s confidence index, 45% of experts foresee better results than in 2024, 33% expect similar performance, and 22% anticipate a weaker scenario. The organization maintains its forecast of 3% to 5% growth in international arrivals for 2025, published in January, reaffirming a sustained recovery trajectory.
The balance of these first months of 2025 reveals that global tourism has not only endured but is regaining momentum on multiple fronts. While the recovery is far from uniform, the sector is advancing, driven by pent-up demand, increased spending, and renewed opportunities across diverse regions. The combination of resilience and adaptability appears to be setting the tone for the industry in this new cycle.
