Global tourism reached a new post-pandemic high in 2025, with an estimated 1.52 billion international tourist arrivals worldwide, the United Nations World Tourism Organization (UN Tourism) said, marking a 4 percent increase over 2024 and the highest level on record. Strong growth in Asia, Africa and Europe helped offset slower travel demand in some markets and underscored sustained global interest in cross-border tourism.

UN Tourism said Asia and the Pacific saw arrivals grow by about 6 percent to roughly 331 million visitors, reaching around 91 percent of pre-pandemic levels, while Africa recorded an 8 percent increase in 2025, with countries such as Morocco and Tunisia posting particularly strong results. Europe remained the world’s most visited region, welcoming about 793 million international travellers — up 4 percent from the previous year and higher than 2019 figures.

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The recovery in international travel comes despite ongoing economic pressures, including higher inflation in tourism services and persistent geopolitical uncertainty, UN Tourism officials noted, and reflects expanded air connectivity and easing visa restrictions in many destinations.

Implications for Pakistan’s tourism sector

Pakistan’s tourism industry is positioned to benefit from this broader global growth, as authorities and independent reports highlight rising interest in the country’s natural and cultural attractions. A 2025 tourism insight report notes Pakistan’s emerging status as a destination with diverse landscapes, from northern mountain regions to coastal areas, drawing attention from both domestic and international visitors.

International recognition of Pakistan’s travel appeal has also grown. In early 2025, major outlets including Financial Times and CNN listed Gilgit-Baltistan among top global destinations, citing its mountain scenery and improved accessibility as key attractions.

Research from Statista cited by Pakistan Tourism Development Corporation suggests the country’s travel and tourism sector could generate more than USD 4 billion in revenue by the end of 2025, reflecting expanding economic contribution from leisure and cultural travel.

Infrastructure improvements, including upgrades to regional airports and relaxed visa policies, alongside efforts to promote lesser-known sites in Punjab, Khyber Pakhtunkhwa, Sindh and Balochistan, are driving increased domestic and cross-border visitor flows.

Why it matters

The 2025 tourism data signal a continued rebound in global travel, highlighting both economic and cultural value from international tourism. For Pakistan, aligning national tourism development with rising global demand offers potential for foreign exchange earnings, job creation and broader economic diversification — particularly if connectivity, marketing and infrastructure keep pace with international trends.