Tag: UN Tourism

Global tourism surges ahead: record arrivals in the first nine months of 2025

International tourist arrivals grew 5% in January through to September 2025 compared to the same period in 2024 and 3% above the pre-pandemic year 2019.

According to the latest edition of the World Tourism Barometer, over 1.1 billion tourists travelled internationally between January and September this year, about 50 million more than in the same period of 2024.

Results reflect sustained travel demand throughout the year despite high inflation in tourism services and mixed traveller confidence due to geopolitical and trade tensions. The third quarter saw a 4% increase over 2024 with a strong Northern Hemisphere summer season.

UN Tourism Secretary-General Zurab Pololikashvili states: “International tourism has continued to experience sustained growth so far in 2025 in terms of international arrivals and most importantly in receipts, despite high inflation in tourism services and geopolitical tensions. Africa and Europe in particular stand out for their results.”

International tourism has continued to experience sustained growth so far in 2025 in terms of international arrivals and, most importantly, in receipts, despite high inflation in tourism services and geopolitical tensions

Africa continues to see the strongest performance among regions

The latest World Tourism Barometer analyzes international tourism over the first nine months of 2025 by region and sub-region. Key takeaways include:

Africa saw a 10% increase in arrivals through September, according to limited available data. Both North Africa (+11%) and Sub-Saharan Africa (+10%) recorded double-digit growth in arrivals.

Europe, the world’s largest destination region, saw 625 million international tourists between January and September 2025, a 4% increase from the same months in 2024. All European subregions enjoyed solid results during the third quarter, reflecting a strong summer season. Western Europe (+5%) and Southern Mediterranean Europe (+3%) saw robust performance, while Northern Europe (-1%) recorded more modest results. Central and Eastern Europe continued to rebound strongly (+8%), though arrivals remained 11% below 2019 levels.

The Americas recorded 2% growth this period, with a 3% increase in Q1 and Q2 but a slight drop in Q3 (-1%). Results among subregions were mixed. South America (+9%) enjoyed the best performance, despite a flat third quarter. North America (-1%) saw weaker results, partly due to small declines in the United States and Canada. Arrivals in Central America increased 3% through September, while the Caribbean (+1%) recorded comparatively more modest growth.

Arrivals in the Middle East grew 2% in January-September compared to the same period in 2024. This represents 33% more arrivals than in 2019, the strongest regional results relative to the pre-pandemic year.

Arrivals in Asia and the Pacific grew 8% in the first nine months of 2025, reaching 90% of pre-pandemic numbers (-10% compared to January-September 2019) as the region continues to recover. North-East Asia stood out with a 17% increase in arrivals relative to 2024 but remained 12% below 2019 levels.

Some of the highest growth rates in arrivals in January-September 2025 were recorded in Brazil (+45% versus 2024), Vietnam and Egypt (both +21%), as well as Ethiopia and Japan (both +18%). South Africa reported 17% growth, Sri Lanka and Mongolia both 16%, and Morocco 14%. All of these destinations have already surpassed 2019 levels.

According to IATA, international air traffic (RPKs) grew 7% in January-September 2025 versus the same months of 2024. International air capacity (ASKs) increased 6% in these nine months. Global occupancy in accommodation establishments reached 68% in September 2025, matching the rate of September 2024 (based on STR data).

Strong visitor spending across most destinations

Monthly data on international tourism receipts show strong visitor spending in several destinations through September 2025. Japan (+21%), Nicaragua (+19%), Egypt (+18%), Mongolia and Morocco (both +15%), Latvia (+13%), Brazil (+12%) and France (+9%) were among the best performers in terms of growth in receipts in the first nine months of 2025.

Strong demand can also be seen in outbound spending from some large markets such as the United States (+7% through August), France (+5%), Germany and Italy (both +4%), as well as Spain (+15% through August) and the Republic of Korea (+7%).

Results on track to reach projected growth for 2025, despite challenges

According to UN Tourism’s projection in January this year, international tourist arrivals are expected to grow 3% to 5% in 2025. While results through September are in line with UN Tourism’s forecast, factors such as high travel prices and a challenging geopolitical environment remain important downside risks.

The latest data confirms what destinations, airlines, and hospitality leaders have been sensing all year: global travel is not just recovering, it’s accelerating with remarkable strength. Rising arrivals across every region, combined with solid visitor spending and improving air capacity, show that tourism’s momentum is both broad and resilient. Despite inflationary pressures and geopolitical uncertainties, travellers continue to explore, connect, and invest in experiences at scale. As the industry heads into the final stretch of 2025, the outlook remains strongly positive. Tourism is proving once again that it is one of the world’s most adaptable sectors, shaping cultures, supporting economies, and moving confidently into a new era of growth.

SOURCE:  UN TOURISM

UN Tourism Appoints Shaikha Al Nowais as First Female Secretary-General

In a landmark decision that redefines the leadership narrative of international tourism, UN Tourism has officially confirmed Shaikha Al Nowais as its next Secretary-General. Ratified during the 26th General Assembly held in Riyadh, this appointment not only signals continuity in the Organization’s progressive vision but also marks a watershed moment. Al Nowais will become the first woman to lead the United Nations specialized agency for tourism in its 50-year history.

Assuming office at the start of 2026, Al Nowais brings with her a distinguished career in the private sector, most notably as Corporate Vice President of Rotana Hotels, where she played a pivotal role in expanding the brand’s global footprint. Her influence extends beyond corporate corridors. She currently chairs the Abu Dhabi Chamber’s Tourism Working Group. She also serves on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy, reflecting her deep engagement with both business leadership and academic advancement within the tourism and hospitality sectors.

Addressing delegates at the Assembly, the Secretary-General-elect described her appointment as “a triumph for all of us”, underscoring that her leadership would embody the collective spirit and shared ambitions of a global sector at a turning point. She outlined five strategic priorities shaping her mandate: responsible tourism, capacity building, technology for good, innovative financing, and smart governance. Together, these themes reflect a vision that integrates inclusivity, resilience, and ethical stewardship into the fabric of tourism governance.

Al Nowais emphasized that the future of tourism must be “human-centred and globally connected,” capable of uplifting communities while addressing the twin imperatives of sustainability and innovation. Her remarks resonated with ongoing discussions at the Assembly, where Member States reinforced commitments to tourism as a catalyst for social and economic regeneration.

Paying tribute to outgoing Secretary-General Zurab Pololikashvili, Al Nowais commended his “vision, commitment, and role in strengthening UN Tourism’s voice and global presence.” Under his tenure, the Organization advanced critical work on investment, education, and innovation, foundations that Al Nowais is poised to expand upon as she assumes leadership for the 2026–2030 term.

The appointment of Shaikha Al Nowais was the focal point of a dynamic opening day at the General Assembly, which gathered representatives from 160 Member States for four plenary sessions and multiple committee meetings. The Assembly followed the 124th session of the UN Tourism Executive Council, where discussions centred on strengthening partnerships, deepening investment frameworks, and fostering equitable opportunities across the global tourism ecosystem.

Shaikha Al Nowais’s leadership marks not only a symbolic but also a substantive breakthrough, redefining how tourism’s global governance can serve as an engine of progress, inclusion, and cultural understanding.

Global Wine Tourism Report 2025: A Comprehensive Analysis of Emerging Trends, Economic Impact, and Sustainability in the Global Wine Tourism Sector

The recently published Global Wine Tourism Report 2025 marks a significant milestone for the international wine and tourism industries. Conducted by Hochschule Geisenheim University in collaboration with UN Tourism, the International Organisation of Vine and Wine (OIV), the Great Wine Capitals Global Network (GWC), and WineTourism.com, this comprehensive study draws on data from 1,310 wineries across 47 countries, providing the most extensive global analysis of wine tourism to date.

According to Professor Gergely Szolnoki, who led the research, the report offers a global perspective on current market conditions, consumer behaviour, and strategic innovation, helping the sector better understand the evolving expectations of wine tourists worldwide.

Over the past decade, wine tourism has become an increasingly dynamic force in the global economy. When effectively managed, it not only drives rural and regional development but also safeguards cultural heritage, environmental sustainability, and community well-being. Despite its rapid growth, the industry has long lacked robust international data, an information gap this report aims to fill through a systematic, evidence-based annual survey.

Key Findings reveal several structural and behavioural trends shaping the future of wine tourism:

Economic Contribution: Wine tourism continues to serve as a critical economic driver, generating significant revenue and employment in local and rural economies.

Profitability: Two out of three wineries report profitability from tourism, accounting for nearly 25% of total revenue.

Sustainability: Environmental and social sustainability are increasingly central to winery strategies, with two-thirds rating them as “important” or “very important.”

Regional Disparities: Europe reports rising visitor numbers, while several overseas regions experience declines, illustrating uneven recovery patterns.

Engagement: One in four wineries which have not yet engaged in wine tourism has already decided to enter the field, and half are considering doing so in the near future.

Demographics: The 45–65 age group remains dominant; however, millennials and younger travellers (25–44) represent a rapidly expanding segment, drawn to experiences combining education, gastronomy, and sustainability.

Challenges: Economic pressures, falling wine consumption, regulations, labour shortages, and digitalization demand adaptive responses.

Core Activities: Tastings, cellar visits, and vineyard tours continue to form the backbone, offering authentic experiences and personal connections.

Trends: Growing demand for authentic, local, culinary, eco-friendly, and nature-based offers, reinforced by strong digital engagement.

Strategies: Innovation is driven by storytelling, social media, food pairings, local partnerships, education, and cultural events.

Innovation & Investment: Wine tourism is widely regarded as essential for competitiveness, although actual investment levels vary.

Outlook: Half of wineries plan further investment, most anticipate growth, and nearly two-thirds see wine tourism as a resilience tool.

The Global Wine Tourism Report 2025 establishes a unique international benchmark, reaffirming wine tourism’s role as a vital catalyst for economic growth, cultural exchange, and sustainable development within the global wine landscape.

The Full report and executive summary are available at:
👉 www.hsgeisenheim.de/gwtreport

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

Global tourism set for full recovery by 4Q with spending growing faster than arrivals

Around 1.1 billion tourists travelled internationally in the first nine months of 2024, as the global tourism sector recovered 98% of pre-pandemic levels. According to the latest World Tourism Barometer by UN Tourism, a full recovery from the biggest crisis in the sector’s history is expected by the end of the year, despite economic, geopolitical and climate challenges.

Four years after the outbreak of the COVID-19 pandemic, which brought global tourism to a standstill, the Barometer reflects the sector’s remarkable recovery, with most regions already exceeding 2019 arrival numbers from January to September 2024. The report also shows outstanding results in terms of international tourism receipts, with most destinations with available data posting double-digit growth compared to 2019.

UN Tourism Secretary-General Zurab Pololikashvili states:

“The strong growth seen in tourism receipts is excellent news for economies around the world. The fact that visitor spending is growing even stronger than arrivals has a direct impact on millions of jobs and small businesses and contributes decisively to the balance of payments and tax revenues of many economies.”

Tourism Performance by Region

International tourist arrivals grew strongly in the first nine months of 2024, driven by strong post-pandemic demand in Europe and robust performance from large source markets globally, as well as the ongoing recovery of destinations in Asia and the Pacific. Increased air connectivity and visa facilitation also supported international travel.

The Middle East (+29% compared to 2019) continued to enjoy record growth this nine-month period, while Europe (+1%) and Africa (+6%) also exceeded 2019 levels.

The Americas recovered 97% of its pre-pandemic arrivals (-3% over 2019).

Asia and the Pacific reached 85% of 2019 levels as compared to a 66% recovery in 2023. Asia and the Pacific has experienced a gradual though uneven rebound in arrivals since the region reopened to international travel in 2023.

The summer season in the Northern Hemisphere was generally strong, with arrivals worldwide reaching 99% of pre-pandemic values in Q3 2024.

A total of 60 out of 111 destinations surpassed 2019 arrival numbers in the first eight to nine months of 2024. Some of the strongest performers in arrivals during this period were Qatar (+141% versus 2019) where arrivals more than doubled, Albania (+77%), Saudi Arabia (+61%), Curaçao (+48%), Tanzania (+43%), Colombia and Andorra (both +36%).

Tourism receipts show extraordinary growth

A total of 35 out of 43 countries with available data on receipts exceeded pre-pandemic values in the first eight to nine months of 2024, many reporting double-digit growth compared to 2019 (in local currencies), well above inflation in most cases.

Among the best performers in terms of earnings were Serbia (+99%) where receipts almost doubled (compared to the same months of 2019), as well as Pakistan (+64%), Romania (+61%), Japan (+59%), Portugal (+51%), Nicaragua and Tanzania (both 50%).

Among the world’s top earners, Japan (+59%), Türkiye (+41%) and France (+27%) all recorded double-digit growth through September 2024. Spain (+36%) and Italy (+26%) also reported strong visitor receipts, through August. The United Kingdom recorded 43% higher earnings, Canada 35%, and Australia 18%, all through June 2024. As for the United States, the world’s top tourism earner, it reported 7% growth through September.

Data on international tourism expenditure reflects the same trend, especially among large source markets such as Germany (+35% compared to 2019), the United States (+33%) and France (+11%).

Strong expenditure growth was also reported by the United Kingdom (+46%) Australia (+34%), Canada (+28%) and Italy (+26%), all through June 2024. Available data for India shows a surge in outbound spending from this increasingly important market, with 81% growth through June 2024 (versus 2019).

International tourist arrivals are expected to reach 2019 levels in 2024. International tourism receipts had already virtually achieved pre-pandemic levels in 2023.

Full report can be found: https://www.unwto.org/news/global-tourism-set-for-full-recovery-by-end-of-the-year-with-spending-growing-faster-than-arrivals

 

Source:  UN Tourism