Tourism Archives

Global Tourism Rebounds: 690 Million Travellers Drive 2025 Growth Despite Global Uncertainty

The international tourism sector demonstrated notable resilience in the first half of 2025, recording a 5% increase in global arrivals compared to the same period in 2024, according to the latest UN Tourism data. This upward trajectory translated into approximately 690 million international tourist movements between January and June, a figure that underscores both the sector’s adaptability to persistent global challenges and its pivotal role in sustaining economic growth. Despite uneven performance across regions, the data reflects tourism’s continued capacity to drive employment, stimulate investment, and reinforce cultural exchange, while simultaneously highlighting the urgent need for sustainable, inclusive policy frameworks.

Regional Performance Breakdown (January–June 2025)

The global overview conceals important regional disparities in tourism performance during the first half of 2025, underscoring the uneven pace of recovery and growth:

Africa registered the strongest performance worldwide, with international arrivals up 12% year-on-year. Both North Africa (+14%) and Sub-Saharan Africa (+11%) achieved double-digit growth, reflecting the region’s increasing competitiveness and diversification of source markets.

Europe, hosting nearly 340 million international visitors in the first half of the year, grew 4% compared to 2024 and 7% compared to 2019. Growth was concentrated in Northern, Western, and Southern Mediterranean Europe (+3%), while Central and Eastern Europe rebounded strongly (+9%) but remained below pre-pandemic benchmarks.

The Americas presented a more fragmented picture, recording 3% overall growth. South America (+14%) emerged as a regional leader, while Central America (+2%) saw modest expansion. In contrast, North America (+0%) and the Caribbean (+0%) plateaued, largely due to softening demand from U.S. travellers.

The Middle East experienced a 4% decline in arrivals compared to the same period of 2024, reflecting volatility after its strong post-pandemic rebound. Nevertheless, the region’s performance remains remarkable at +29% relative to 2019, highlighting its expanded capacity to attract long-haul travel.

Asia and the Pacific advanced by 11% year-on-year, reaching 92% of pre-pandemic levels. North-East Asia (+20%) posted the sharpest rebound, though it remained below 2019 figures. Major destinations such as Japan (+21%), Vietnam (+21%), and the Republic of Korea (+15%) stood out, while Malaysia, Indonesia (+9%), and Hong Kong (+7%) showed gradual stabilization.

The trajectory of international tourism in 2025 demonstrates both its economic potential and its vulnerability to macroeconomic and geopolitical pressures. While strong growth in Africa, Asia-Pacific, and parts of Europe suggests an enduring appetite for travel, elevated inflation, fluctuating consumer confidence, and regional disparities underscore the necessity of adaptive governance and industry innovation. As the UN Tourism Confidence Index projects cautious optimism for the remainder of the year, stakeholders are reminded that resilience must be coupled with sustainability. Ultimately, tourism’s long-term vitality will depend not only on the volume of arrivals but on the sector’s ability to foster equitable benefits, mitigate environmental pressures, and contribute meaningfully to local economies and global cultural interconnectedness.

Sources: UN Tourism Confidence Index
World Tourism Barometer

Charting the Future of Global Wine Tourism

Wine tourism has experienced remarkable growth over the past decade, establishing itself as a profitable and dynamic sector of the global wine industry. As a driver of sustainable development, it also plays an important role in rural development, job creation, and the direct empowerment of local communities.

Despite its growing importance, both science and practice continue to face challenges due to a lack of reliable data and sound evidence. At the international level, a significant information gap exists in the field of wine tourism, making it challenging for policymakers and the industry to develop evidence-based strategies and business models.

To address this need, Geisenheim University, together with UN Tourism, the International Organization of Vine and Wine (OIV), the Great Wine Capitals Global Network (GWC), and WineTourism.com, has launched a global research initiative. Based on an annual international survey, this initiative provides current data and insights on wine tourism.

“Our shared goal is to provide wineries and tourism organizations with directly actionable insights through an annual report. This year’s survey focuses on innovations and emerging trends that have recently fundamentally changed the wine tourism experience,” emphasizes the initiator of the cooperation, Prof. Dr. Gergely Szolnoki, Geisenheim University.

The strength of this initiative lies in the collaboration between international organizations, academic institutions and industry representatives – a unique cooperation that combines diverse expertise and global perspectives.

The results of the study will be published as an open-access report and simultaneously presented at various events, including the UN Tourism Wine Tourism Conference in Bulgaria from 6 to 7 October 2025 and the Great Wine Capitals Annual Conference in Bordeaux from 2 to 6 November 2025.

Wineries across the globe are encouraged to participate in this survey, as their contribution is vital to developing a comprehensive and nuanced understanding of global wine tourism.

Link to the study: https://www.soscisurvey.de/winetourism2025/

Margaret River to Host World’s 50 Best Vineyards Awards November 2025

The World’s 50 Best Vineyards Awards returns in 2025, with this year’s event hosted in Margaret River, Western Australia. On Wednesday, November 19, the list of 2025’s finest vineyard experiences will be revealed at a special live event in Margaret River, encouraging travellers to discover the very best wine and gastronomy tourism in the world.

The Margaret River Region, in Western Australia’s Southwest, is the only premium wine region in Australia that combines world-class food and wine with pristine beaches, tall-timber forests, renowned surf breaks and ancient caves. In addition to its 200 vineyards and welcoming cellars, the region is home to a diverse selection of restaurants, from award-winning establishments to local favourites, presenting wine and food pairings that showcase the best of the region’s produce.

“We are absolutely delighted to bring The World’s 50 Best Vineyards awards to Western Australia later this year for the first time,” says William Drew, Director of Content for The World’s 50 Best Vineyards. “This region offers the perfect combination of world-class wine, vibrant gastronomy and breathtaking natural surroundings. From its pristine coastline and ancient forests to its dynamic food and wine scene, Margaret River delivers an unforgettable visitor experience. It’s an ideal setting to celebrate the innovation, excellence and diversity that characterize global wine tourism.”

Tourism WA Managing Director Anneke Brown said, “Welcoming The World’s 50 Best Vineyards to our iconic Margaret River Region is a proud moment for Western Australia. This globally recognized event will shine a spotlight on the world-class wine experiences found in WA and reinforces our reputation as a premium destination for travellers seeking extraordinary food, wine and nature-based tourism. We look forward to hosting industry leaders, media and wine enthusiasts from around the world, showcasing the very best our region – and our state – has to offer.”

The World’s 50 Best Vineyards list is compiled annually to spotlight and celebrate the leading wine tourism destinations around the globe. Each year, it highlights exceptional vineyards that offer unique visitor experiences, ranging from modern architectural masterpieces and UNESCO-protected ancient cellars to award-winning dining spots and intimate family-run wineries.

The Voting Academy, made up of more than 700 influential wine and travel experts and sommeliers, submit their nominations based on their best vineyard experience during the voting period. There is no set criteria for what constitutes best elements such as overall visitor experience, ambiance, cuisine, activities, views, service, staff, and value for money may have varying degrees of importance to different voters. The votes are then collated to determine the annual list of The World’s 50 Best Vineyards. Vineyards cannot apply to be on the list. Equally, no sponsor has any influence on the voting process.

The World’s 50 Best Vineyards is now fully integrated into the 50 Best brand portfolios, published by William Reed, which includes The World’s 50 Best Restaurants, The World’s 50 Best Bars, The World’s 50 Best Hotels, and regional iterations of the brand. This new alignment brings the wine portfolio – including World’s Best Vineyards and World’s Best Sommeliers’ Selection – under the globally recognized 50 Best umbrella, the leading authority in gastronomy, hospitality and travel.

Mallorca’s Wine Tourism: A Sustainable and Profitable Venture

Vi de la Terra Mallorca is establishing a new wine tourism route to illuminate the island’s distinct viticultural heritage. With over 80 wineries and 300 winegrowers, Mallorca is poised to showcase its rich history and diverse flavours.

The concept of a wine route has been deliberated for several years and is now moving forward spearheaded by Magdalena Mesquida, the president of the Indicación Geográfica Protegida (IGP).

It will be a collaboration between the Tourism Department and Vi de la Terra Mallorca and this partnership will be important, as wine tourism as a sustainable travel model with potential long-term benefits for the island.

Economic and Cultural Impact

The success of prior events like the Raïm Wine Fest has attracted a younger demographic and underscores the potential for integrating local pride with international allure. Wine tourism is envisioned as a powerful mechanism to engage both residents and visitors, facilitating a broader appreciation of Mallorca’s wines and augmenting the island’s economic vitality.

For further information, visit the Vi de la Terra Mallorca website at: https://vtallorca.com/en/

Sonoma County Tourism Unveils “Wine Country for All of Us”

Sonoma County Tourism an industry leader in destination stewardship announces its new initiative, “Wine Country for All of Us,” a thoughtful and deliberate commitment to fostering belonging among visitors and residents. Grounded in Sonoma County’s long-standing dedication to inclusivity, the initiative celebrates the region’s diverse history and invites everyone to experience Wine Country through their own lens.

Through the decades, the area has become a haven for visitors and local residents seeking connected communities and genuine acceptance. From the LGBTQ+ pioneers who found refuge in Guerneville’s redwoods to the multi-generational immigrant families who shaped the wine and agriculture industries to a collective of women’s history activists who began efforts that became Women’s History Month, Sonoma County’s culture reflects a deep-rooted tradition of advocating for, welcoming and celebrating individuals from all walks of life.

Sonoma County Tourism is further reaffirming its commitment to inclusivity by pursuing a new partnership with Wheel the World, a global leader in accessibility travel experiences, to enhance accessibility and create more inclusive travel experiences. The region is in the beginning stages of seeking “Destination Verified” status, which will provide visitors with access to necessary information regarding accessibility options, ensuring their needs are fulfilled before, during, and after their trip. Additional affiliations with the Global Sustainable Tourism Council (GSTC), Kind Traveler, and Leave No Trace help solidify the region’s philosophy of stewarding the environment and encouraging visitors to respect and care for the county’s natural splendor and habitat. Training classes and resources provided by SCT’s Accredited Hospitality Professionals (AHP) program will also continue to equip local businesses with tools to further foster inclusivity and create environments where everyone feels valued and appreciated.

Brian Marchi, Chair of Sonoma County Tourism’s Board of Directors, remarked, “Sonoma County has always been a place where creativity and inclusivity thrive. ‘Wine Country for All of Us’ builds on that legacy, ensuring every visitor feels seen and celebrated while enriching the community. This initiative is a testament to our shared values and a meaningful step toward a more connected, welcoming future.”

The initiative will be supported by a dynamic and upcoming integrated marketing campaign, “This is Wine Country”, which will expand perceptions of the region and invite travelers to discover Sonoma County’s unexpected treasures. The campaign underscores SCT’s authentic, purpose-driven travel ethos, showcasing unique wine country experiences, including redwood hikes, coastal adventures, encounters with local artisans, culinary innovation, and more.

As Sonoma County Tourism looks ahead, “Wine Country for All of Us” serves as a guiding principle, reinforcing the region’s commitment to the belief that travel can inspire deeper understanding and connection. With a history steeped in inclusivity and a future focused on equity and accessibility, Sonoma County Tourism is leading the way in creating a destination where Life Opens Up — for all.