Global Tourism Shows Continued Growth as France Leads 2025 Hotspots
The latest UNWTO World Tourism Barometer, released in May 2025, reports a 5% increase in international arrivals during the first quarter of 2025 compared to the same period last year. Over 300 million international tourists travelled globally in Q1, surpassing pre-pandemic levels (2019) by 3%.
Strong growth was particularly evident in Asia and the Pacific, which saw a 12% year-on-year rise, led by a 23% surge in North-East Asia. Europe maintained solid performance with 125 million arrivals—2% higher than in Q1 2024 and 5% above 2019 figures—driven by key markets such as Spain, France, and Italy.
Tourism receipts rose by 11% in real terms during 2024, reaching USD 2.0 trillion. Notable gains were reported in Japan (+34%) and the United States (+8%) in Q1 2025, signalling strong demand in these destinations, though wider reports indicate challenges in US inbound tourism.
Looking ahead, optimism prevails among industry experts, with 64% of UNWTO panel members expecting better or much better tourism performance in 2025 compared to 2024. However, inflation, geopolitical tensions, and rising travel costs remain challenges.
Complementing this overview, the World Tourism Forum Institute’s report published in mid-2025 highlights the most visited countries for the year. France leads with nearly 90 million international arrivals, reclaiming its position as the top global destination. Spain is projected to surpass France by 2040, buoyed by family-friendly offerings and favourable climate.
Thailand is experiencing a resurgence, nearing pre-pandemic arrival levels with 4.9 million visitors in the first half of 2025. Saudi Arabia aims to attract 22.1 million visitors this year, supported by mega-projects such as NEOM and the Red Sea Global initiative. Uzbekistan is emerging rapidly, with arrivals more than quintupling since early 2023 to over 51,000 visitors in the first five months of 2025.
Stakeholders in the travel industry across the Far East and Asia-Pacific will welcome the strong growth in arrivals, creating a timely opportunity for those exploring screen tourism to expand their offerings. With the region’s wealth of film and television locations, there is clear potential to attract new visitors by leveraging these assets. Alongside rising international arrivals and spending, and growing interest in domestic and sustainable travel, destination marketers have strong reasons to be optimistic. While the market remains competitive and challenges persist, positive trends and industry confidence point to a resilient sector.
