Africa Leads Global Tourism Surge as International Arrivals Hit New Highs in 2025

The global tourism sector has continued its robust recovery in 2025, with international tourist arrivals (overnight visitors) rising by 5% between January and September compared to the same period last year, and standing 3% above the pre-pandemic benchmark of 2019. According to the latest World Tourism Barometer, more than 1.1 billion tourists crossed international borders in the first nine months of the year, marking an increase of about 32 million over 2024’s figures.

This sustained growth comes despite persistent challenges, including high inflation in tourism services and fluctuating traveler confidence due to ongoing geopolitical and trade tensions. The third quarter, traditionally the peak travel season for the Northern Hemisphere, saw a 4% increase over the previous year, underscoring the resilience of global travel demand.

UN Tourism Secretary-General Zurab Pololikashvili highlighted the sector’s momentum, noting that “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.”

For Africa’s tourism industry, the latest data is especially encouraging. The continent has emerged as the strongest performing region worldwide, with a remarkable 10% increase in arrivals through September. Both North Africa (+11%) and Sub-Saharan Africa (+10%) posted double-digit growth, reflecting a surge in demand for African destinations and a growing appetite for the continent’s diverse travel offerings. This performance is particularly significant for sub-Saharan Africa, where tourism is a vital driver of economic growth, job creation, and cross-border collaboration.

Europe, the world’s largest destination region, also posted solid results, welcoming 625 million international tourists between January and September—a 4% increase over the same period in 2024. Western Europe (+5%) and Southern Mediterranean Europe (+3%) enjoyed robust growth, while Central and Eastern Europe rebounded strongly (+8%), though still trailing 2019 levels by 11%. Northern Europe, however, saw a slight dip (-1%), highlighting the uneven nature of the recovery across subregions.

The Americas recorded a more modest 2% growth overall, with South America (+9%) leading the way despite a flat third quarter. North America experienced a slight decline (-1%), attributed in part to small drops in arrivals to the United States and Canada. Central America (+3%) and the Caribbean (+1%) saw steady but less dramatic gains.

In the Middle East, arrivals grew by 2% compared to 2024, but the region’s performance stands out for being 33% above 2019 levels—the strongest recovery relative to pre-pandemic figures. Asia and the Pacific continued their rebound, with arrivals up 8% in the first nine months of 2025, reaching 90% of 2019 numbers. North-East Asia was a particular bright spot, posting a 17% increase over 2024, though still 12% below 2019.

Several individual destinations reported exceptional growth. Brazil (+45%), Vietnam and Egypt (both +21%), as well as Ethiopia and Japan (both +18%), led the pack. South Africa saw a robust 17% increase, while Sri Lanka and Mongolia (both +16%) and Morocco (+14%) also surpassed their 2019 arrival numbers. These results highlight the dynamism of emerging and established destinations alike, and point to shifting patterns in global travel demand.

Air transport has kept pace with the tourism surge. According to IATA, international air traffic (measured in revenue passenger kilometers, RPKs) grew by 7% in the first nine months of 2025 compared to the same period in 2024, while international air capacity (available seat kilometers, ASKs) increased by 6%. Accommodation occupancy rates remained strong, with global occupancy in hotels and similar establishments reaching 68% in September 2025, matching the rate from a year earlier.

Visitor spending has also shown impressive resilience. Monthly data on international tourism receipts reveal strong growth 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. Outbound spending from major markets such as the United States (+7% through August), France (+5%), Germany and Italy (both +4%), Spain (+15% through August), and the Republic of Korea (+7%) further underscores the strength of global demand.

For Africa’s tourism professionals, these trends signal a period of unprecedented opportunity. The continent’s double-digit growth in arrivals and strong performance in key markets like South Africa, Ethiopia, and Morocco demonstrate the region’s increasing appeal to international travelers. This momentum is likely to spur further investment in infrastructure, air connectivity, and hospitality services, positioning Africa as a central player in the evolving global tourism landscape.

As the industry looks ahead, the challenge will be to sustain this growth by enhancing the quality of visitor experiences, investing in workforce development, and leveraging digital innovation. The current trajectory suggests that Africa’s tourism sector is not only recovering but is poised to set new benchmarks for resilience and competitiveness in the years to come.