Global Tourism to Surpass Pre-Pandemic Levels in 2025 | UN Tourism & Shaika Al Nowais

The global tourism sector is gearing up for a significant upswing in 2025, driven by robust international demand and strategic reforms under Shaika Al Nowais, the newly elected Secretary-General of the United Nations Tourism Organization (UN Tourism). This recovery marks not just a bounce back from COVID-19 disruptions but signals a transformative era focused on innovation, sustainability, and inclusive growth.

International Tourist Arrivals Expected to Exceed 2019 Figures

According to projections by UN Tourism and corroborated by multiple national agencies, international tourist arrivals are forecast to surpass pre-pandemic levels by the end of 2025. In 2019, international arrivals hit nearly 1.5 billion — a record high before the pandemic caused a dramatic 70% decline in 2020.

The expected double-digit growth reflects pent-up travel demand, eased restrictions, and renewed confidence in business and leisure travel. Countries worldwide are adopting digital innovations and sustainable tourism practices to attract visitors and build resilience.

Economic Impact: Tourism’s Growing Role in Global GDP

Travel and tourism contributed about 10% of global GDP before the pandemic and supported over 300 million jobs across diverse sectors including hospitality, transport, and culture. As the sector rebounds, tourism’s contribution to global GDP is projected to grow significantly in 2025, especially benefiting emerging economies heavily reliant on tourism.

Governments are investing heavily in tourism infrastructure as part of broader recovery plans. The European Union, for example, is pursuing a strategy integrating digitalization and sustainability to boost competitiveness. Meanwhile, the U.S. Travel Association forecasts a near full rebound in tourism spending.

Shaika Al Nowais: Driving Innovation and Sustainable Growth

Since her election, Shaika Al Nowais has championed transparency, ethical leadership, and sustainable tourism models that balance economic gains with environmental care and cultural preservation. Her vision prioritizes digital transformation, public-private partnerships, and community empowerment, aligned with the UN Sustainable Development Goals—particularly SDG 8 (Decent Work and Economic Growth) and SDG 12 (Responsible Consumption and Production).

Regional Highlights: Diverse Growth Across the Globe

• Europe: Continues as the top international destination, with strong bookings and leadership in sustainable tourism from countries like Spain, France, and Italy.

• Asia-Pacific: Countries such as Thailand, Japan, and Australia are rebounding rapidly as borders reopen, with a focus on cultural and eco-tourism.

• Americas: The U.S. and Mexico lead fast recoveries in domestic and international travel, supported by consumer confidence and expanded flight networks.

• Middle East and Africa: Mega-events and infrastructure investments are propelling growth in the Middle East, while Africa is gaining popularity for eco and adventure tourism.

Digital Innovation and Sustainability: Catalysts for Recovery

Technology is revolutionizing tourism, with AI-driven personalized experiences and virtual reality tours enhancing traveler engagement and operational efficiency. UN Tourism encourages adoption of such innovations to meet evolving consumer demands.

Sustainability remains central, with commitments to reducing carbon footprints, preserving biodiversity, and ensuring community benefits shaping new tourism policies worldwide.

Challenges and Resilience Ahead

The sector still faces uncertainties including geopolitical tensions, climate impacts, inflation-driven travel costs, and potential health risks. Shaika Al Nowais advocates for adaptive, cooperative strategies to build resilience and preparedness for future crises.

Looking Ahead: A Bright Future for Tourism in 2025

2025 is poised to be a landmark year, with international arrivals exceeding historic highs and economic benefits returning strongly. Under Shaika Al Nowais’s leadership, UN Tourism is steering the industry toward an innovative, inclusive, and sustainable future—one that promises economic prosperity and rich cultural exchange globally.