From the ruins of Pompeii to the mountainous Machu Picchu
As for travel in general, the top global destinations on US travelers' bucket lists this year, according to Skift, include England, Japan, Paris, Italy, and Mexico. UK citizens hope to visit Dubai, Paris, Italy, Spain and the US.
As tourism continues to evolve, the UNWTO's annual report underscored the importance of balancing growth with sustainability, urging travelers and destinations to focus on lesser-known locales.
Looking ahead, international tourist arrivals are expected to grow by 3% to 5% in 2025 compared to 2024, reflecting optimism within the sector.
Around 64% of UNWTO's Panel of Tourism Experts forecast "better" or "much better" prospects for the year ahead.
This evolution, coupled with the growing trend of blending work and leisure, highlights the adaptability of the sector to meet the needs of a more flexible and experience-driven traveler.
The UN Tourism Confidence Index, which gauges prospects for the industry, scored 130 for 2025 on a scale where 100 indicates performance on par with pre-pandemic levels.
Global tourism isn’t merely recovering; it appears to be charting a new, upward trajectory. However, this growth comes with challenges.
This aligns with Skift Research's 2025 Travel Outlook report, which predicts a 24% increase in planned trips compared to 2024. Extended leisure trips are set to dominate, overtaking weekend getaways and road trips.
In terms of financial impact, the total export revenues from tourism, including passenger transport, reached a record US$1.9 trillion in 2024, 3% higher than pre-pandemic levels and 4% more than in 2019 in real terms.
While obstacles persist, the tourism industry’s resilience and capacity for reinvention paint a promising picture for the year ahead.
Sources: (CNN) (BBC) (United Nations Tourism) (Skift Research)
See also: The best places to travel to in 2025
Spain, the world's second most-visited country, saw notable anti-tourism sentiments in 2024. Incidents included Barcelona residents using water pistols against tourists, Seville debating entry fees, and widespread protests in the Canary Islands, highlighting the growing tension between visitors and locals.
Spain followed closely in second place with 98 million tourists. The surge in arrivals comes at a time when a housing crisis in Spain has put tourist accommodation in the spotlight.
France solidified its position as the world's most-visited nation, attracting 100 million visitors. This surge in tourism was driven by key events such as the 2024 Summer Olympics, the reopening of Paris’ iconic Notre Dame Cathedral, and the 80th anniversary of the D-Day landings in Normandy.
France approached its status as the world’s most-visited country with measured enthusiasm, emphasizing its commitment to becoming "the world’s leading destination for sustainable tourism."
The UNWTO Tourism Barometer provided further insights into regional trends. The Middle East emerged as the strongest-performing region relative to pre-pandemic levels, with international arrivals in 2024 exceeding 2019 figures by 32% and growing 1% compared to 2023.
Other regions also saw substantial visitor numbers: Asia and the Pacific welcomed 316 million tourists, the Americas drew 213 million, the Middle East hosted 95 million, and Africa recorded 74 million international arrivals.
The Americas recovered 97% of their pre-pandemic arrival numbers. Asia and the Pacific reached 87% of 2019 levels. Among subregions, North Africa (+22%) and Central America (+17%) showed the strongest growth compared to 2019.
However, economic and geopolitical challenges, including higher transport and accommodation costs, geographical risks, extreme weather events, and staff shortages remain significant concerns.
Amid these dynamics, industry experts suggest that travel trends in 2025 will emphasize longer stays as travelers aim to maximize their time away from home and work, immersing themselves deeply in single destinations.
Other obstacles cited include lower consumer confidence, travel requirements, congestion at destinations and airports, the Hamas-Israel conflict, and the Russian offensive on Ukraine.
Europe also recorded a 1% increase in arrivals over 2019 and 5% over 2023, while Africa experienced a 7% increase compared to 2019 and a 12% rise over the previous year.
The tourism resurgence marks an 11% increase over 2023, equivalent to 140 million more international tourists (overnight visitors) compared to the previous year. Europe remained the most visited continent, welcoming an impressive 747 million tourists in 2024.
Despite these challenges, the outlook for 2025 reveals an industry embracing change and innovation. Travelers are increasingly seeking longer stays and more immersive experiences, reflecting a shift toward deeper engagement with destinations.
Skift has aptly dubbed 2025 "the year of long getaways." Skift's report also hails an increase in "blended travel," meaning trips that include both work and leisure, something Digital Nomads and remote workers are all too familiar with.
In Italy, where tourism surged with a 23% year-over-year increase, cities like Venice and Florence implemented bans on large tour groups to combat overtourism.
Nationwide measures included banning night swimming, using "stoplight" systems to indicate overcrowded areas, and prohibiting beachgoers from reserving prime spots overnight with umbrellas.
With opportunities to explore new destinations, adopt sustainable practices, and cater to changing traveler preferences, 2025 holds immense potential for growth and transformation across the global travel landscape.
The sector has made impressive strides, but it still faces significant challenges. High transport and accommodation costs, volatile oil prices, and inflation in travel expenses are putting pressure on both travelers and industry stakeholders.
Geopolitical tensions and major conflicts continue to weigh on consumer confidence, while extreme weather events and staff shortages present additional hurdles to performance.
The United Nations World Tourism Organization (UNWTO) has released its 2024 year-in-review data, confirming that after a long four years, the tourism industry has rebounded to its pre-pandemic figures. Approximately 1.4 billion people traveled internationally last year, a figure representing 99% of the numbers recorded in 2019, the last full year before COVID-19 disrupted global travel. This marks the recovery of international tourism from its worst crisis ever.
In this gallery, we look at the key factors driving this remarkable recovery, the emerging trends in global travel, and what the future holds for the tourism industry in 2025 and beyond. Click on the next slide to proceed.
World tourism is back to pre-pandemic numbers: what will 2025 look like?
What to expect in the world of travel this year
TRAVEL Trends
The United Nations World Tourism Organization (UNWTO) has released its 2024 year-in-review data, confirming that after a long four years, the tourism industry has rebounded to its pre-pandemic figures. Approximately 1.4 billion people traveled internationally last year, a figure representing 99% of the numbers recorded in 2019, the last full year before COVID-19 disrupted global travel. This marks the recovery of international tourism from its worst crisis ever.
In this gallery, we look at the key factors driving this remarkable recovery, the emerging trends in global travel, and what the future holds for the tourism industry in 2025 and beyond. Click on the next slide to proceed.