Global Tourism Grew 5% in Q1—But Unevenly Across Markets

Global tourism continued its recovery in early 2025, with international arrivals rising 5% year-on-year and surpassing pre-pandemic levels. But the growth masked sharp disparities by region, traveler sentiment, and economic exposure—raising critical questions about where demand is flowing, and why.

According to the May 2025 UN Tourism Barometer, more than 300 million international tourist arrivals were recorded globally in Q1—up 5% from the same period last year and 3% above 2019 levels. The momentum came despite headwinds ranging from inflation and trade disputes to volatile airfares and localized conflict.

Europe posted a modest 2% increase, led by the Southern Mediterranean and Baltic regions. While this signals continued recovery, it also reflects drag from weakened outbound flows to the U.S. and cautious consumer sentiment in key markets like Germany and France. In contrast, Africa outpaced all regions with 9% growth, while Asia-Pacific surged 12%, with North-East Asia rebounding sharply on the back of reopened borders and relaxed visa rules.

The Americas grew just 2%, but with South America posting a 13% spike—driven by Brazilian domestic demand spilling into Argentina, Chile, and Uruguay. The Middle East held stable at +1%, but remains 44% above 2019 levels—buoyed by heavy investment in mega-events and destination development.

On the spending side, growth was more dramatic. Tourism receipts climbed sharply, with Japan (+34%), Nepal (+18%), and Norway (+20%) among the top gainers. Southern European destinations like Spain and Türkiye also benefited from high-value travelers and extended stays, even amid rising costs. Globally, the average spend per trip in 2024 closed at $1,170.

The UN Tourism forecast for 2025 remains unchanged: 3–5% growth in arrivals, with expectations of shorter trips, closer-to-home travel, and value-for-money decisions driving booking behavior. Structural risks remain, including fragile consumer confidence, high airline operating costs, and persistent geopolitical friction.

The Q1 data confirms a global rebound—but a segmented one. For operators and destinations, the strategic imperative is no longer just “growth,” but knowing where it’s coming from, and adapting quickly when it shifts.