International Tourist Arrivals up 5% in the First Nine Months of 2025

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 this nine-month period. Global occupancy in accommodation establishments reached 68% in September 2025, matching the rate of September 2024 (based on STR data).

• 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%).

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.