These numbers reflect a return to pre-pandemic growth trends, closer to the 5% average increase per year between 2009 and 2019. Results were driven by strong demand, robust performance from large source markets and the ongoing recovery of destinations in Asia and the Pacific. Increased air connectivity and enhanced visa facilitation also supported international travel in 2025.

UN Tourism Secretary-General Shaikha Alnuwais said: “Demand for travel remained high throughout 2025, despite high inflation in tourism services and uncertainty from geopolitical tensions. We expect this positive trend to continue into 2026 as global economy is expected to remain steady and destinations still lagging behind pre pandemic levels fully recover.”

We expect this positive trend to continue into 2026 as global economy is expected to remain steady and destinations still lagging behind pre pandemic levels fully recover

Africa sees strongest results in 2025; Asia and the Pacific rebounds

The World Tourism Barometer by UN Tourism provides comprehensive data for the sector by region, sub-region and destination. Key takeaways from this edition show:

Europe, the world’s largest destination region, recorded 793 million international tourists in 2025, a 4% increase from 2024 and 6% more than in 2019. Western Europe (+5%) and Southern Mediterranean Europe (+3%) saw robust performance. Central and Eastern Europe rebounded strongly (+6%) though arrivals remained 9% below 2019 levels.

The Americas (218 million) recorded 1% growth last year, with mixed results across subregions. After a strong first half of 2025, the region saw small declines in Q3 and Q4, partly due to weak results in the United States. South America (+7%) and Central America (+5%) led results by subregion. Some destinations in the Caribbean (+0%) were affected by Hurricane Melissa in the last quarter of the year.

Africa (81 million) saw an 8% increase in arrivals in 2025, with particularly strong results in North Africa (+11%).

The Middle East recorded 3% growth in 2025, equivalent to 39% above pre-pandemic levels, the strongest results relative to 2019. The region virtually reached the mark of 100 million international visitors in 2025.

Arrivals in Asia and the Pacific (331 million) grew 6% last year but are still 9% below 2019 levels as the region continued to rebound. North-East Asia led performance with 13% growth over 2024, while South Asia recovered pre-pandemic levels.

Most destinations report positive results for 2025

After solid growth in 2024, most destinations continued to enjoy strong results in 2025.

Among destination with available data for the twelve months of 2025 several show  double-digit growth in international arrivals, among which Brazil (+37%), Egypt (+20%), Morocco (+14%) and Seychelles (+13%). Destinations reporting data through November also saw strong growth, including Bhutan (+30%), Iceland (+29%), Guyana (+24%), South Africa (+19%) and Japan (+17%).

The positive results in international arrivals last year are also reflected in other industry indicators. As shown in the UN Tourism Data Dashboard, both international air capacity and air passenger traffic grew 7% through October 2025  (IATA). Global occupancy in accommodation establishments reached 66% in November 2025, matching the levels of November 2024 (based on STR data).

Export revenues from tourism reached a record $2.2 trillion in 2025

Monthly data show strong visitor spending throughout 2025, with preliminary estimates pointing at $1.9 trillion in international tourism receipts globally, a 5% increase from 2024.

Total export revenues from tourism (including receipts and passenger transport) are estimated at $2.2 trillion in 2025 based on available data. Other key takeaways include:

International tourism receipts saw extraordinary growth in 2025 following an already strong 2024, with many destinations posting a higher increase in receipts than arrivals.

Destinations reporting solid growth in receipts during the first ten to twelve months of 2025 were Morocco (+19%), the Republic of Korea (+18%), Egypt (+17%), Mongolia (+15%), Japan (+14%), Latvia (+11%) and Mauritius (+10%), all calculated in local currencies.

Among the world’s top tourism earners, the United Kingdom and France (both +9%), as well as Spain (+7%) and Türkiye (+6%), saw solid growth in the first ten to twelve months of 2025 compared to the same months of 2024.

Data on international tourism expenditure reflects the same trend of strong demand, especially among large source markets such as the United States (+8%), France (+4%), as well as Spain (+16%) and the Republic of Korea (+10%).

Outlook for 2026: continued growth amid a challenging environment

International tourism is expected to grow 3% to 4% in 2026 compared to 2025, assuming that Asia and the Pacific continue to recover, global economic conditions remain favourable and geopolitical conflicts do not escalate. Uncertainty from current geopolitical tensions and conflicts pose an increasing risk for tourism in 2026.

UN Tourism’s prospects for 2026 reflect a normalization of growth rates after a strong rebound in international arrivals in 2023 (+34%) and 2024 (+11%) and a 4% increase in 2025.

This positive outlook is confirmed by the latest UN Tourism Confidence Index and survey among the Panel of Experts. 58% of experts foresee better or much better performance in 2026 than in 2025, while 31% expect similar results and 11% worse.

Survey respondents pointed to economic factors, high travel costs, and geopolitical risks as the main challenges international tourism could face in 2026. These factors were viewed as the most relevant by about half of all experts.

While headline inflation has receded globally in 2025, inflation in tourism-related services remains elevated by historical standards. Against this backdrop, tourists are expected to continue to seek value for money according to the Panel of Experts.

While positive prospects for the global economy and lower oil prices could favour tourism performance in 2026, uncertainty derived from geopolitical risks and ongoing conflicts, trade tensions and extreme weather events could weigh on traveller confidence.

International tourism in 2026 will be driven by solid consumer demand, enhanced air connectivity and growing outbound travel from emerging markets. Major international events such as the Milano Cortina 2026 Winter Olympics (Italy) and the FIFA World Cup 2026 (Canada, United States and Mexico) will also contribute to international travel.

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The Director-General of the National Institute for Hospitality and Tourism (NIHOTOUR), Dr Abisoye Fagade, in his drive to advance the industry, welcomed the commitment of stakeholders in the Travel, Tourism, Hospitality and Allied Trades to skills development and capacity building.

He stressed NIHOTOUR’s readiness, as the nation’s Hospitality and Tourism Sector Skills Council, to champion initiatives that professionalize the sector and raise industry standards.

Fagade reiterated the critical importance of skills acquisition over reliance on academic paper qualifications, particularly in the travel, tourism, and hospitality value chain. Equipping young people with employable skills, he noted, is key to diverting them from social vices, strengthening national security, and addressing pressing challenges such as unemployment, poverty, social instability, and insecurity.

A further boost to the skills agenda came with the circular issued by the Head of Service of the Federation last year, which conveyed the approval by the National Council on Establishment for the inclusion of National Skills Qualification (NSQ) Levels in the Scheme of Service across all public service sectors. This policy recognizes that persons trained in any skill area, with qualifications from Levels 1–6, are employable and can be placed on salary grades corresponding to their certified competencies.

Explaining the framework, the DG highlighted that the NSQF is anchored on National Occupational Standards (NOS)—statements of competence and performance required in specific job roles, alongside the necessary underpinning knowledge. This, he noted, reinforces the vital role of the Sector Skills Council (SSC) and Awarding Bodies (ABs) in workforce development for travel, tourism, hospitality, and allied trades.

Established in 2015, the Hospitality and Tourism Sector Skills Council of Nigeria (HTSSON), coordinated by NIHOTOUR, is mandated to engage employers and industry stakeholders to identify skills gaps, develop, validate, and implement NOS nationwide.

Fagade expressed delight that 12 key areas have been identified and their NOS developed and approved by the National Board for Technical Education (NBTE) for the sector. These include:

1. Airport and Passenger Service Operations
2. Event Handling Operations
3. Food Preparation, Packaging, and Dispatch
4. Food and Beverage Production
5. Food Safety Services
6. Food and Beverage Service
7. Front Office Operations
8. Housekeeping Operations
9. Laundry and Dry-Cleaning Operations
10. Tour Operations
11. Travel Agency Operations
12. Travel and Tourism Advisory Services

These NOS are subsequently developed into National Skills Qualifications by the designated Sectoral Awarding Body.

According to him, the functionality of the SSC relies on strong collaboration between the NBTE, which approves the NOS, and the Awarding Body, which develops qualifications for nationwide implementation. “The entire system is designed to give trainees access to knowledge-based, practical skills and workplace ethics rooted in established occupational standards,” he noted.

Awarding Bodies, he stressed, go beyond issuing certificates—they are custodians of quality assurance and industry relevance. They set and enforce standards across training institutions, thereby safeguarding educational integrity and ensuring qualifications meet labour market demands.

To enhance effectiveness, Fagade outlined the following:

• The SSC must be strengthened through strong institutional support, robust industry linkages, up-to-date skills standards, continuous capacity building, effective advocacy, and rigorous monitoring.
• The Awarding Body must ensure credibility, global benchmarking, strong quality assurance systems, digital innovation, active industry engagement, and visible policy advocacy to establish itself as the trusted authority for professionalizing Travel, Tourism, and Hospitality.

Looking ahead, analysts envision a Nigeria empowered by a highly skilled, adaptable, and entrepreneurial workforce—capable of meeting the demands of a dynamic global economy. Such a workforce will not only reduce unemployment but also drive national development and boost Nigeria’s competitiveness on the global stage.

The path to this future, the DG noted, requires the collective responsibility of all stakeholders—government, industry, educational institutions, and awarding bodies. Sustained investment in skills development is not just an educational cost, but a strategic national investment—a pathway to dignity, productivity, and prosperity for all Nigerians.

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The Port Harcourt edition buzzed with energy as airlines, travel agencies, and trade partners tackled the big question: how to stay profitable and relevant while demand remains fragile. Conversations moved from candid debates on forex pressures to bold ideas for diversifying revenue streams, showing that PartnerPlus Connect Live is driven by actionable solutions with dialogue as the catalyst.

“Our goal is to create a platform where airlines and agencies can exchange ideas, confront realities, and leave with solutions they can apply immediately,” said Mr Ezekiel Ikotun, Managing Director of Finchglow Travels. “This goes beyond ticket sales, it’s a call for resilience and smarter growth across the entire travel value chain,” he added.

Speakers and participants stressed the need for bold, collaborative thinking as Nigeria’s aviation sector strives for a comprehensive post-pandemic recovery. Travel agents expressed concerns over depressed consumer demand, while airlines and consolidators explored ways to mitigate the impact of rising costs and currency pressures on customers.

“Forex volatility and high fares have redefined the market. PPC Live gives us the space to listen to partners, understand their pain points, and co-create practical strategies, whether through innovative fare classes, technology, or operational support,” disclosed Mr Abiola Bakare, B2B Manager at Finchglow Travels.

Finchglow Travels and partner to global and regional airlines, has long advocated for diversification beyond ticketing. At PPC Live, participants examined emerging opportunities in humanitarian, diplomatic, and marine fares; value-added digital services; and data-driven distribution channels initiatives aimed at strengthening agency margins and enhancing customer experience.

By hosting PPC Live in Port Harcourt, Finchglow reinforced its commitment to supporting travel businesses beyond Nigeria’s commercial capital. The company continues to champion capacity-building and innovative partnerships that elevate service standards and drive economic growth across the regions.

“Events like these are about building an ecosystem. When agencies grow stronger, airlines perform better, and travellers ultimately benefit. That’s how we all win,” explained Ikotun.

PartnerPlus Connect Live has quickly become a key industry touchpoint. The next edition is scheduled to be held in Abuja, making it the second Abuja outing and demonstrating Finchglow’s commitment to engaging stakeholders across Nigeria’s major travel hubs.

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The recognition celebrates the Academy’s dedication to excellence in aviation training, its role in nurturing the next generation of aviation professionals, and its significant contribution to Nigeria’s growing aviation ecosystem.

As one of the country’s foremost aviation training institutions, Lagos Aviation Academy has consistently set benchmarks for quality learning. The Academy’s programmes are fully accredited by the International Air Transport Association (IATA) and the Nigerian Civil Aviation Authority (NCAA), ensuring that every graduate meets international and local industry standards.

Reflecting its steady growth, LAA recently expanded its curriculum beyond its regular aviation training in cabin crew, flight dispatch, and flight operations, introducing new courses such as the Basic Aircraft Technician Course, Aviation Stores Management, and Travel Agency Management Course to meet emerging industry needs.”

Speaking on the recognition, Mr Bolaji Durojaiye, Head of School, Lagos Aviation Academy, said, “beyond academic excellence, we are intentional about equipping our students with the skills and confidence to thrive in the aviation sector. This achievement belongs not only to the Academy but to every graduate who continues to make us proud in Nigeria and beyond.”

The Academy’s impact goes beyond classrooms; its graduates are making tangible contributions to the Nigerian economy through improved service delivery, operational efficiency, and professional excellence across airlines, travel companies, and other aviation-related businesses.

Reinforcing this, M. Bankole Bernard, President of the Association of Aviation Training Organisations of Nigeria (AATON) and Group Managing Director of Finchglow Holdings, said, “Lagos Aviation Academy represents the kind of forward-thinking and excellence-driven approach that the Nigerian aviation sector needs. Their commitment to globally recognised training is not just building careers; it is strengthening the aviation ecosystem and supporting the growth of Nigeria’s economy. We are proud to see LAA receive this well-deserved honour.”

The Travellers Award, now in its 13th year, is a respected platform that recognises leaders and innovators in travel, tourism, hospitality, and aviation across Africa. LAA’s recognition as Aviation School of the Year places it alongside other industry trailblazers who are driving transformation and excellence despite global challenges.

This award is both a milestone and a call to continue shaping the future of aviation in Nigeria and Africa.

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This was as the Association, led by its National President, Yinka Folami, held a discussion with the Minister of Interior, Olubunmi Tunji-Ojo, in his Abuja office, recently.

In his welcome remark, the Minister affirmed the government’s openness to stakeholders’ engagements, noting that effective leadership is built on active feedback and collaboration. “Every good leadership takes feedback from stakeholders,” he stated.

Tunji-Ojo assured the delegation of the federal government’s support for well-organised and credible bodies such as NANTA. He expressed his deep pride in Nigeria’s cultural richness and the resilience of its people, describing Nigerians as hospitable, productive, and uniquely gifted.

Speaking on diplomatic matters, the Minister clarified that visa policies are governed by the principle of reciprocity and assured that Nigeria remains respectful and fair in its international engagements.

He also charged NANTA and Nigerians in general, to always speak positively about the nation. “Nigeria will rebound,” he declared.

Folami commended the Minister for his responsiveness and dedication to reform. He remarked that NANTA members have closely followed the Minister’s performance and are impressed by his consistency in matching promises with action. “Your prompt response to our request for this engagement is one of many examples of your commitment to positive change,” Folami noted.

He further highlighted NANTA’s contributions to national development, emphasising that the 50-year-old Association, proudly Nigerian, continues to promote the country positively across the globe.

As a symbol of appreciation and partnership, NANTA presented a commemorative plaque to the Minister, endorsing his reform-driven leadership and expressing readiness for sustained collaboration. In response, Dr. Tunji-Ojo pledged to establish strategic engagement channels with NANTA, assuring that his team would follow up to deepen collaboration in the national interest.

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As situation in the Middle East stablises, the airline has resumed scheduled flights to Dubai and other destinations.

The airline took immediate action by suspending flights only to areas directly impacted by conflict while maintaining operations to all other destinations. Services to Amman and Beirut were briefly suspended but resumed quickly, demonstrating Emirates’ ability to nimbly adapt its operations while prioritising safety, and helping thousands of families start their summer holidays.

The safety of Emirates’ passengers and crew is its absolute priority, and the airline would never fly if it was not safe to do so. Emirates continuously monitors developments, coordinates with aviation authorities, and assesses every potential risk to ensure all flights are safely rerouted away from conflict zones, all the while meeting the most stringent regulatory requirements.

Throughout the last two weeks, the airline kept customers informed with regular operational website updates as well as on its social media channels, and reservations teams helped re-accommodate affected customers.

As Emirates gears up for the busy summer travel season, it will continue to actively monitor developments in co-ordination with the relevant authorities, and the airline’s priority will always be to ensure safe and smooth operations, by adapting quickly and appropriately, so that customers can travel with confidence.

For decades, the airline has successfully navigated challenges while maintaining its commitment to connecting customers to their destinations safely, efficiently and comfortably all while delivering exceptional service onboard and on ground.

The UAE’s leadership have put in place strong contingency plans and systems to support essential services, empowering Emirates to maintain safe, uninterrupted operations.

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The partnership commitment was made known by the Cross River State Commissioner for Aviation, Captain Imah Eno Utum, during a visit to the Lagos-based aviation academy, where he held a crucial meeting with the management of the school led by its Founder, Bankole Bernard, after a tour of its facilities.

The visit comes at a significant time for Cross River State, which plans to train 100 aviation professionals ahead of the planned launching of new aircraft operations. During the facility tour, Utum indicated a strong interest in partnering with LAA for this initiative.

“Institutions like LAA are not just responding to the industry’s needs, they are shaping its future,” the Commissioner told journalists. “As we look to grow aviation across Nigeria, the importance of skilled talent and industry-aligned training like what LAA offers cannot be overstated.”

Since opening in 2017, LAA has trained over 3,000 professionals across multiple aviation disciplines, including cabin crew, flight dispatch, IATA travel and tourism, cargo handling, helicopter landing operations, and visa processing. The academy reports a job placement rate exceeding 60%, with graduates working at airlines, travel companies, and aviation service providers throughout Nigeria and West Africa.

The institution has garnered industry recognition through multiple IATA Best Performer Awards in 2018, 2021, 2022, and 2024, while maintaining its status as an IATA Authorised Training Centre.

“When we say we’re building professionals, we mean individuals equipped to meet global aviation standards,’’ disclosed Bolaji Durojaiye, Head of School at Lagos Aviation Academy. “We’ve built a system that fuses technical expertise with real-world readiness that’s how we stay relevant.”

The Academy’s Lagos facility features smart classrooms and simulation tools, with curriculum designed to meet international benchmarks. This infrastructure supports LAA’s role in supplying certified professionals to various segments of Nigeria’s aviation value chain, from airlines and airports to tour operators and logistics providers.

As Nigeria’s aviation sector continues expanding, training institutions like LAA face increasing demand to produce qualified personnel capable of meeting both domestic needs and international standards.

With more students from Nigeria and across West Africa seeking globally competitive aviation training, the Academy’s eight-year track record positions it as both a beacon of excellence and a trusted launchpad for aviation careers across the region.

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The Gambia Minister of Tourism, Arts and Culture, Abdoulie Jobe has commended the members of the National Association of Nigeria Travel Agencies (NANTA) for choosing The Gambia for their training and expedition for this year, describing the tour as ‘deserving home coming.’

‘‘We are delighted to host this eminent gathering of notable travel agents, and we bestow high regards to your presence in the smiling coast of Africa,” he said.

The highly elated Minister, who spoke at the official flag-off ceremony of NANTA’s the training and tourism market exposure, disclosed that destination management ecosystem must consistently respond to fast changing dynamics geared towards addressing the needs of various stakeholders, the industry and host communities, noting that travel agents must continue to play pivotal roles in finding solutions to those changes in the tourism ecosystem.

According to him, ‘‘it is imperative for tourism stakeholders at various levels to take stock and strategise on the next steps to make tourism responsive to these trends and challenges to reposition our coveted industry on a competitive trajectory.”

The Minister, who was represented by the Permanent Secretary of the Ministry, Mrs Amie Njie, further explained that the presence of Nigeria travel trade professionals in The Gambia was an intentional high-level engagement by the Ministry to market Gambia to Nigeria. He urged the Nigerian influential trade group to have a taste of The Gambia jollof, known locally as Benechin.

While in his welcome remark, the Nigeria High Commissioner to The Gambia, Mallam Mohammad Mainasara commended NANTA for choosing The Gambia for their training programme. He charged them to take full advantage of their presence to generate viable mutual trade opportunities between Nigeria and The Gambia.

Abubakar Camara and Sheriff Conteh Director General and Deputy Director General of The Gambia Tourism Board, respectively, shared binding cultural tourism relationships with Nigeria, while the Managing Director of Djeliba Leisure Group, a frontline partner of NANTA on the training and trade exposure expedition, revealed that Nigerians are close relations to the people of The Gambia.

On his part, the President of NANTA, Yinka Folami pledged the commitment of NANTA to changing the travel narrative by ensuring the country’s tourist traffic is boosted through its members.

“We believe in inter African trade and tourism exchange, and we as an Association started the campaign over five years ago. We love The Gambia, and that’s why we chose to be here for our training instead of going elsewhere. We brought our best to The Gambia, and soon, the tourism trade traffic narratives would change, and we have the capacity to do so,” assured Folami.

Presenting NANTA’s plaque to The Gambia First Lady and the Minister of Tourism, Arts and Culture, Folami disclosed that NANTA would also expect The Gambia people and their trade community to reciprocate the love that Nigerians showered on them by visiting and trading more with Nigeria since Nigeria foremost carrier, Air peace operates in the country.

Folami commended NANTA’s training faculty led by the Association First Deputy President, Mrs Chinyere Umeasiegbu; the immediate past President, Mrs Susan Akporiaye and Mrs Ibiwari Uloma Kemabonta, for always pushing NANTA to the zenith of success and global presence, adding that it is a blessing to be supported and assisted by selfless women.

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Ahead of the Executive Council Meeting of UN Tourism in Spain, Madrid, on May 30, 2025, to nominate and elect a new Secretary General for the global body, the World Tourism Barometer from UN Tourism, has announced an impressive performance of tourism for the year, as over 300 million tourists travelled internationally in the first three months of 2025, about 14 million more than in the same months of 2024.

According to the body, this represents a 5% rise on last year and is 3% more than in pre-pandemic year 2019. The robust performance came despite the sector facing a range of geo-political and trade tensions, as well as high inflation in travel and tourism services.

Speaking on this positive performance, the UN Tourism Secretary-General, Zurab Pololikashvili said, “In every global region, tourism stands out as a major services sector, supporting millions of jobs and businesses of all sizes.

‘‘The continued good performance in international arrivals combined with stronger visitor spending in many destinations highlights the resilience of the sector in the face of numerous challenges and is good news for economies and workers everywhere.”

Details of the report also shows Africa closing the quarter with a solid results, while Asia Pacific rebounds strongly. Africa recorded 9% growth in arrivals, compared to 2024, exceeding pre-pandemic traveller numbers by 16%.

Europe welcomed 125 million international tourists, up 2% from Q1 2024, and 5% more than the same period before the pandemic. In Southern Mediterranean Europe arrivals increased 2%, reflecting growing demand for off-season travel to some destinations.

Central and Eastern Europe rebounded strongly (+8% over 2024), especially Baltic destinations, though visitor numbers in the sub-region remain below 2019 levels.

The Americas saw 2% more international arrivals, with several destinations in South America (+13%) enjoying strong results during the Southern Hemisphere summer season.

The Middle East recorded 1% growth compared to 2024, a more modest increase following the extraordinary performance in recent years. However, arrivals stood 44% above pre-pandemic levels this first quarter of the year.

While arrivals in Asia and the Pacific grew 12%, reaching 92% of pre-pandemic numbers. North-East Asia saw the strongest performance among world sub-regions, with a 23% rebound in Q1 2025 to reach 91% of 2019 levels.

According to IATA, international air travel demand grew 8% in January-March 2025 versus Q1 2024, while international air capacity was up 7%. Global occupancy rates in accommodation establishments reached 64% in March, about the same level as in March 2024 (65%).

This is as available data on international tourism receipts for Q1 2025 shows solid growth in visitor spending in many destinations:

Spain, the world’s second largest tourism earner, reported 9% growth in the first two months of 2025 (compared to the same period in 2024), after a remarkable 16% increase in the year 2024.

Also in Southern Mediterranean Europe, Türkiye (+7%) posted solid results in Q1 2025, as did Greece, Italy and Portugal (all +4%).

France recorded 6% growth in international tourism receipts, Norway 20% and Denmark 11%, in the first quarter of 2025.

In Asia and the Pacific, Japan continued to enjoy a surge in receipts in Q1 (+34%), while Nepal (+18%), the Republic of Korea and Mongolia (both +14%) also recorded double-digit growth.

The United States, the world’s top tourism earner, reported 3% growth in January-March 2025, after a 14% increase in the year 2024.

2024 export revenues from tourism revised upwards to USD 2.0 trillion

Revised data shows that total export revenues from international tourism (receipts and passenger transport) grew by 11% (real terms) to reach a record USD 2.0 trillion in 2024, about 15% above pre-pandemic levels. This represents about 6% of the world’s total exports of goods and services and 23% of global trade in services.

International tourism receipts, the main component of tourism service exports, grew 11% to USD 1.7 trillion, also in real terms (adjusted for inflation and exchange rate fluctuations).

Average spending remained at USD 1,170 per international trip in 2024, above the pre-pandemic average of USD 1,000 (both in constant dollars).

Growth in earnings from international tourism in 2024 was fueled by strong spending from large source markets such as the United Kingdom (+16% from 2023), Canada (+13%), the United States (+12%), Australia (+8%) and France (+7%). China, the world’s top tourism spender saw outbound expenditure climb 30% to USD 251 billion, about 3% above pre-pandemic levels.

Other major markets reporting strong growth in spending last year include Saudi Arabia (+17%), which already saw remarkable growth in 2023, Spain (+14%), Belgium (+14%), Netherlands (+13%) and Austria (+11%).

Looking ahead: Headwinds continue to pose significant risks

The latest Panel of Tourism Experts survey points to economic factors including weaker economic growth, high travel costs and the increase in tariffs as the main three challenges that could impact international tourism in 2025.

Uncertainty derived from geopolitical and trade tensions are also weighing on travel confidence. Lower consumer confidence was ranked as the fourth main factor affecting tourism this year, while geopolitical risks (aside from ongoing conflicts) ranked fifth.

According to the survey, tourists will continue to seek value for money, but could also travel closer to home or make shorter trips.

Cautious optimism for upcoming Northern Hemisphere summer season

The latest UN Tourism Confidence Index reflects cautious optimism for the period May-August 2025. Some 45% of Panel experts point to better (40%) or much better (5%) prospects for this 4-month period, while 33% foresee similar performance than in the same period of 2024. Some 22% expect tourism performance to be worse.

Experts highlighted the uncertainty and unpredictability derived from trade tariffs and its potential impact on travel sentiment.

While one third of survey respondents expect little or no impact from trade tensions on tourism performance, some 25% expect some impact in the near future.

Despite global uncertainty, travel demand is expected to remain resilient. UN Tourism’s January projection of 3% to 5% growth in international arrivals for 2025 remains unchanged.

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