Global tourism surges in H1 2025, bringing new opportunities for FDI in travel and hospitality
International tourism demonstrated strong resilience in the first half of 2025, according to the latest UN Tourism Barometer, with nearly 690 million travelers crossing borders between January and June, approximately 33 million more than in the same period in 2024. While regional performance varied, the overall trend highlights a sector regaining momentum and offering fertile ground for foreign direct investment (FDI) in tourism-related projects.
UN Tourism Secretary-General Zurab Pololikashvili emphasised the sector’s dual role in driving economic growth and providing jobs while underscoring the need for sustainable and inclusive development. “The first half of 2025 brought growing arrival numbers and revenues for most destinations around the world, which contribute to local economies, jobs, and livelihoods,” he said, adding that these gains come with the responsibility to ensure tourism growth benefits all local stakeholders.
Africa recorded the strongest performance among regions, with international arrivals rising by 12% compared to the same period last year. Europe also enjoyed healthy gains, welcoming nearly 340 million tourists, which is 4% higher than in 2024 and 7% above pre-pandemic levels in 2019. While Central and Eastern Europe continued to rebound strongly with a 9% increase in arrivals, the region remains slightly below 2019 benchmarks.
The Americas posted modest growth of three percent, with South America driving the expansion with a 14% rise in arrivals. In contrast, North America and the Caribbean experienced flat or minimal growth, reflecting weaker demand from key source markets such as the United States. Asia-Pacific continued its post-pandemic recovery with an 11% increase in arrivals, led by North-East Asia, which grew by 20%, though the region has not yet fully returned to pre-pandemic levels.
Economic data also reflects the sector’s strength. International tourism receipts grew substantially in key markets such as Japan, the United Kingdom, France, Spain and Turkey. Outbound spending from large source markets such as China, Spain and the UK rose by double digits, underscoring strong travel demand. Airline traffic and accommodation occupancy also grew, demonstrating resilience across the travel infrastructure.
These trends present clear opportunities for FDI in tourism projects, particularly in high-growth regions such as Africa, Asia-Pacific and selected European hubs. Investment in hotels, resorts, transportation, and integrated tourism infrastructure could yield substantial returns, especially when aligned with sustainable tourism practices and value-driven experiences.
Despite ongoing economic and geopolitical uncertainties, including high travel costs, elevated inflation and fluctuating consumer confidence, UN Tourism’s Confidence Index shows a cautiously optimistic outlook for the remainder of 2025. Experts forecast continued resilience, with international arrivals expected to grow three to five percent for the full year. As global tourism continues to recover, countries and investors that position themselves strategically in high-growth destinations stand to benefit from both economic gains and broader developmental impact, reinforcing the sector’s role as a global driver of growth.
