Tuesday, December 16, 2025
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PATA inks accord with Jeju Tourism

CHIANG RAI, 5 December 2025: The Pacific Asia Travel Association (PATA) and the Jeju Tourism Organisation (JTO) have announced a new collaboration agreement to promote and support responsible travel and tourism for Jeju Island, Korea (ROK), and to establish a foundation for a future PATA event to be organised in Jeju.

The Memorandum of Understanding (MoU) was signed by PATA CEO Noor Ahmad Hamid and JTO CEO Koh Seung Chul at the PATA Destination Marketing Forum 2025 (PDMF 2025) in Chiang Rai, Thailand. This milestone, witnessed by over 300 tourism professionals from across the globe, marked a new era of collaboration between the two organisations.

Photo credit: PATA. (L/R): Suman Pandey, Vice Chair, PATA; Peter Semone, Chair, PATA; Noor Ahmad Hamid, CEO, PATA; Koh Seung Chul, President, Jeju Tourism Organisation; Hsun-chul Shin, Director, Jeju Tourism Organisation; and Adaline Yoo, Deputy Manager, Jeju Tourism Organisation, after the MoU signing between the two organisations.

PATA CEO Noor Ahmad Hamid said: “The signing of this MOU represents a truly momentous chapter for both PATA and the Jeju Tourism Organisation — made even more significant as Jeju marks an extraordinary 40 years of unwavering membership with our Association. 

“As a two-time PATA Gold Award winner, Jeju has long exemplified visionary leadership, bold innovation, and a steadfast commitment to building a sustainable and resilient tourism future. Jeju’s transformative initiatives continue to set a powerful standard for the Asia Pacific region and beyond. 

“At this pivotal moment, we are honoured to deepen our collaboration and stand with Jeju as it advances its global prominence and reinforces its stature as one of the world’s most distinguished, responsible, and inspiring tourism destinations.”

With JTO assuming responsibility for MICE industry promotion in the Jeju Special Self-Governing Province, the MOU is poised to drive meaningful qualitative growth and strengthen Jeju’s position in the increasingly competitive global MICE landscape.

JTO President Koh Seung Chul noted: “This MOU has laid the groundwork for Jeju to expand its reach beyond East Asia into the wider Asia Pacific region. Moving forward, the Jeju Tourism Organisation, which executes MICE industry promotion policy, will strive to strengthen Jeju’s international competitiveness through this new international cooperation.”

The agreement emphasises the joint promotion of responsible travel to Jeju Island, aligning both organisations in a shared effort to encourage the destination to adopt best-practice principles in the MICE industry, international cooperation, sustainability, community benefits, cultural preservation, and environmental protection. It further outlines various areas of collaboration, including advocacy, knowledge sharing, and event organisation.

(Source: PATA)

Chinese cruise ship homeports in Malaysia

PORT KLANG, Malaysia, 5 December 2025: Malaysia marked a significant milestone last week with the official maiden voyage of MV Piano Land, the first Chinese cruise ship to be homeported in Malaysia. 

The vessel’s inaugural sailing was commemorated with a memorable Welcome Reception and Flag-Raising Ceremony held at the Port Klang Cruise Terminal (PKCT).

Photo credit: Hwajing Travel & Tours. From the left: David Sun, Hotel Director MV Piano Land; Captain Hou Rubo of MV Piano Land; Datuk Zainal Abidin Bin Jaafar from Zajas Sdn. Bhd, strategic partner of Jakim; YBhg Dato Eddie Lee, Group Managing Director of Westports Holdings Berhad; Kenny Cheong Ken Lee, Managing Director of Hwajing Travel & Tours; YBhg Dato Azman Shah Mohd Yusof, Chairman of PKCT; YBrs Ean Yong Hian Wah, Chairman of Port Klang Authority; Dato Seri Chan Kong Yew, Chairman & Executive Director of Infinity, Logistics & Transport Ventures Limited; Lee Thai Hung, Deputy Director General (Promotions II) of Tourism Malaysia; YBrs Chua Yee Ling, CEO of Tourism Selangor; YBrs Alvin Geoffrey Alphonso, CEO of PKCT.

The debut of MV Piano Land represents a significant step forward in positioning Malaysia as a leading regional cruise hub. It reinforces the nation’s growing prominence in Muslim-friendly and family-oriented cruise travel.

The historic debut represents not only a significant advancement for Malaysia’s cruise tourism ambitions, but also a milestone for China’s home-grown cruise line. The launch of MV Piano Land on its first “overseas homeport” voyage into Southeast Asia represents an important step in showcasing Chinese cultural tourism on the international stage.

As China’s first independently operated luxury cruise ship and the flagship vessel of Astro Ocean Cruise, MV Piano Land’s deployment signifies a transition from domestic operations to broader international exploration.

The birth and upgrade of MV Piano Land reflect China’s independent breakthroughs in cruise development. Originally a European classic named by Queen Elizabeth II, this 70,000-ton luxury cruise ship blends British elegance with Chinese-style service, retaining European ceremonial sophistication while perfectly catering to the preferences of Asian travellers. The result is a premium maritime vacation experience that combines international quality with local warmth, propelling Chinese cruise brands toward greater achievements on the global stage.

Plaque exchanges 

A key highlight of the event was the Plaque Exchange Ceremony, a maritime tradition honouring a ship’s first homeport call. 

YBhg. Dato Azman Shah Mohd Yusof, Chairman of PKCT, exchanged plaques with Captain Hou Rubo, representing MV Piano Land.

This was followed by YBrs Ean Yong Hian Wah, Chairman of Port Klang Authority, who exchanged plaques with Captain Hou Rubo of MV Piano Land.

“The decision to homeport in Malaysia reflects the deep, long-term partnership between Hwajing Travel & Tours, Astro Ocean Cruise, and PKCT. This collaboration further strengthens Malaysia’s ambition to become ASEAN’s leading gateway for cruise tourism, offering a diverse range of cruise segments and experiences,” said PKCT Chairman YBhg Dato Azman Shah Mohd Yusof.

Hwajing Travel & Tours Managing Director Kenny Cheong added that the arrival of MV Piano Land “reaffirms our commitment to making cruise holidays more accessible and enriching for travellers across Malaysia and Southeast Asia,” as the company celebrates its 36th anniversary.

About MV Piano Land
Operated by Astro Ocean Cruise, a Chinese cruise line founded with the vision of delivering a brand that truly understands the needs and expectations of Asian travellers, MV Piano Land is the brand’s inaugural flagship vessel. Thoughtfully tailored for the regional market, this floating resort blends the sophistication of modern cruising with the comfort and familiarity of Asian sensibilities, delivering a seamless, memorable experience at sea.

With a gross tonnage of 70,000 and a capacity of 1,760 passengers, MV Piano Land features:

880 well-appointed cabins;

Extensive Muslim-friendly selections, as well as Chinese and international fare;

Broadway-style theatre shows and immersive cultural entertainment;

Shopping arcades, wellness centres, and recreational facilities;

Dedicated kids’ clubs and family-friendly programming;

Top-tier amenities, including a fitness centre, spa, and multiple pools.

For more on MV Piano Land’s itineraries, onboard offerings, and sailing dates, contact:

Hwajing Travel & Tours Sdn. Bhd.

Tel: +60 3 9200 2929 

WhatsApp: https://wa.link/z6pr5t | https://wa.link/8ul4it | https://wa.link/bikv04.

(Source: Hwajing Travel & Tours Sdn Bhd)

MATTA: Tour vehicle oversight should return to MOTAC

KUALA LUMPUR, 5 December 2025: The Malaysian Association of Tour and Travel Agents (MATTA) strongly supports the call, led by the Minister of Tourism, Arts and Culture (MOTAC), YB Datuk Seri Tiong King Sing, to restore MOTAC’s authority over tour vehicle regulations in Malaysia.

MATTA President Nigel Wong emphasised that tour transportation and vehicles require regulatory oversight by a Ministry that has a deep understanding of tourism operations and visitor mobility.

“Tourism vehicles are a critical part of the visitor experience,” said the MATTA president. “MOTAC is best placed to govern this sector, strengthen compliance, and ensure industry integrity.”

MATTA further urges the government to reinstate MOTAC’s previous regulatory authority over tour vehicles, as exercised in previous years. Under the procedures, cross-border operations involving Singapore and Thailand were clearly governed by the Ministry responsible for tourism, ensuring proper regulations, oversight, and industry compliance. 

Foreign buses entering Malaysia were required to operate through a registered Malaysian ground handler or a licensed local tourism company, ensuring that all travel arrangements, including itineraries and tour vehicle coordination, were managed by approved Malaysian travel agencies in accordance with national tourism regulations.

This structure protected Malaysian tour operators, ensured proper coordination, and upheld safety and service standards. However, when regulatory authority was shifted from the then Ministry responsible to the Land Public Transport Agency (APAD), under another Ministry, many of these safeguards and regulations were weakened, opening the door to inconsistencies, loopholes and foreign operators bypassing Malaysian travel companies altogether. MATTA stresses that returning these responsibilities to MOTAC will restore clarity, accountability and industry protection.

MATTA also expresses concern over increasing cross-border issues involving foreign tour vehicles that exploit regulatory gaps and compromise fair competition.

Singapore tour buses holding permits issued by APAD have been observed operating beyond their permitted routes, including selling tickets online and operating like express services. Similarly, Thai vans have been entering Malaysia, conducting unlicensed tourism activities, picking up local passengers, and transporting tourists without certified Malaysian tourist guides, all in violation of national regulations.

Additionally, non-tour vehicles, such as school, factory, and departmental buses, have been crossing borders without meeting long-distance safety requirements or displaying proper classifications, creating confusion and enforcement challenges.

MATTA also highlights the misuse of the term “Travel & Tours” by unlicensed individuals and urges the Companies Commission of Malaysia (SSM) to restrict its use to legitimate MOTAC-licensed travel companies.

MATTA notes that recent entry conditions imposed by Singapore’s Land Transport Authority (LTA), including vehicle reclassification demands that conflict with Malaysian regulations. Malaysia must ensure its operators are not subjected to such impractical requirements.

MATTA urges the government to urgently integrate enforcement and regulatory systems across PUSPAKOM, APAD, MOT, MOTAC, JPJ and PDRM. A shared database covering permits, vehicle records, and enforcement actions is essential to regulating and preventing illegal operations, and to strengthening cross-border control ahead of Visit Malaysia 2026 and beyond.

MATTA also calls for MOTAC’s authority over tour vehicles to be embedded in a fully updated Tourism Industry Act 1992, ensuring more transparent governance and greater alignment with today’s tourism landscape and market practices.

“Malaysia’s tourism industry has been built by legitimate licensed tour operators for decades. Stronger enforcement and regulatory actions, fair cross-border treatment and restored authority to MOTAC are essential to protect our national interests in our tourism industry,” Wong added.

MATTA reiterates that the challenges faced today, involving cross-border tour vehicles, local non-tourism vehicles ferrying tourists, and unlicensed operators exploiting regulatory gaps, underscore the urgent need to return full regulatory authority to MOTAC. These issues are not confined to international borders but affect domestic tourism mobility nationwide. Restoring MOTAC’s powers will ensure that all tour transportation activities operate within a framework aligned with licensing requirements, industry best practices and tourism-specific expertise.

“This is especially critical in states with active border movements such as Sabah, Sarawak, Johor and the northern regions, where stronger MOTAC-led regulation will address long-standing enforcement inconsistencies and strengthen the integrity of Malaysia’s tour transportation ecosystem. A unified, tourism-focused regulatory approach is essential to rebuilding confidence, streamlining enforcement, and supporting Malaysia’s tourism growth in the years to come.”

(Source: MATTA)

AirAsia expands routes from Thailand hubs

BANGKOK, 5 December 2025: Thai AirAsia and AirAsia X Thailand kicked off new routes earlier this week from Bangkok and Chiang Mai — four international routes and a new domestic cross-country flight between Chiang Mai and Udon Thani.

Photo credit: AirAsia.

Launched on 3 December, Thai AirAsia X (XJ) introduced three direct international routes:

Bangkok Don Mueang to Sendai (Japan), four flights weekly (Mon/Wed/Fri/Sun); 

Bangkok Don Mueang to Almaty (Kazakhstan) four flights weekly (Mon/Wed/Fri/Sun);

Bangkok Don Mueang to Riyadh (Saudi Arabia) four flights weekly (Tue/Thu/Sat/Sun).

In addition, Thai AirAsia (FD) expands connectivity with a new regional Bangkok Don Mueang–Luang Prabang–Hanoi (Fifth Freedom) route since 1 December 2025, giving the group four new international routes during the first week of December.

Meanwhile, on the domestic front, the airline has introduced a Chiang Mai–Udon Thani route with four flights weekly (Mon/Wed/Fri/Sun), 

Thai AirAsia Chief Executive Officer Santisuk Klongchaiya commented: “Launching five inaugural flights on the same day is truly exciting for both Thai AirAsia and Thai AirAsia X. 

“It reflects the strong recovery of travel demand during this festive season. These new routes not only bring more inbound tourists to Thailand but also create fantastic new travel opportunities for Thai travellers — whether it’s exploring Japan, discovering Central Asia, experiencing Saudi Arabia, or flying conveniently between Chiang Mai and Udon Thani.

“Our new domestic cross-country route directly connects destinations in northern and northeastern Thailand, saving time and making travel much more convenient”, added Santisuk.

Thai AirAsia X, Chief Executive Officer Pattra Boosarawongse, who joined the inaugural Bangkok Don Mueang–Almaty flight and held a media briefing in Almaty, said: “I am delighted that Thai AirAsia X can launch several new routes at the same time. I sincerely thank our amazing team for their hard work and dedication. Today, we are ready to welcome travellers to Almaty, Riyadh, and Sendai, offering them unique and exciting travel experiences they won’t forget.”

(Source: AirAsia)

Minor monitors 2026 outlook

BANGKOK, 3 December 2025: Travellers are rethinking how they move through the world, seeking multidimensional experiences that resonate emotionally, relationally and spiritually, according to a new report published by global hospitality leader Minor Hotels.

Released on 1 December, the inaugural Minor Hotels Travel Trends Report, entitled ‘Travelling Deeper: A Search for Lasting Connection’, explores various dimensions of connection — to others, oneself and destinations – and illustrates the shift for hotels from simply delivering service to helping guests find meaning through their journeys.

Photo credit: Minor Hotels. Minor launches research results on travel trends 2026.

Minor International Group CEO Dillip Rajakarier commented on the report’s launch: “Today’s travellers want more than destinations, they want stories, connections and meaning. Our trend report reveals a growing appetite for authentic engagement and conscious travel choices. For Minor Hotels, this is an invitation to continue shaping experiences that prioritise wellbeing and cultural depth, ensuring every journey offers something truly memorable.”

Optimism for 2026

Despite ongoing economic uncertainty, the report finds that people continue to prioritise travel in the year ahead. The outlook for 2026 is overwhelmingly positive: 94% of respondents expect to travel as much or more in the coming year, and one-third plan more trips than in 2025. 94% of respondents plan to spend the same or more on travel in 2026, with almost half (47%) intending to increase their travel budgets. Luxury travellers are nearly twice as likely to travel more in 2026 compared to all respondents, with 61% expecting an increase in frequency.

Quality over quantity

Travellers are prioritising quality over quantity, seeking experiences that deliver personal value rather than simply more trips. While travellers remain optimistic for the year ahead, affordability remains a leading factor shaping plans for 53% of respondents, followed by seasonality (42%), ease of travel (40%) and time (40%).

Over half of respondents (53%) book their travel within three months of departure, showing a willingness to clear their schedule at short notice or to wait for greater clarity amidst ongoing uncertainty. Hotel websites dominate as the most used planning tool for 80% of travellers, ahead of personal recommendations (35%) and online travel agents (29%). At the same time, emerging technologies, such as generative AI chatbots, are now used by 12%.

Travel buddies wanted

In 2026, travel is about togetherness with multi-generational escapes, shared adventures and private stays defining the year ahead. Nearly all respondents plan to travel with companions, led by partners (66%), immediate family (46%) and friends (32%). Quality time matters most, with 86% citing it as a key priority when planning their leisure trips. The most meaningful shared moments are also the simplest, with dining together (67%), relaxation (54%) and cultural activities (55%) chosen as the preferred experiences to share with travel companions. There is also a clear preference for keeping activities within their group, with over half of all respondents (56%) opting for group activities exclusively with their travel companions.

Space for solitude

Even on group journeys, travellers are carving out space for solitude and nature to recharge. 71% of respondents agree that taking a break from technology, social media or work during their travel is vital for their personal wellbeing. 44% plan to integrate more wellness or mindfulness into their trips, rising to 73% among those already engaged in wellness practices. Spa treatments lead as the top-choice activity (75%), followed by nature-based experiences (59%) and fitness (49%). More than a third (37%) make time for themselves even when travelling with others.

Food culture

Culture is discovered through flavour, with food the primary gateway for 85% of travellers, followed by historic architecture (71%) and nature (65%). Local immersion influences destination choice for 83%, with 79% favouring independent exploration of a destination and 44% opting for guided tours, to feel ‘let in’ to the local way of life. The hunger for authenticity fuels a deeper emotional connection, and when delivered, 76% of respondents say they will return to a destination because they felt a personal bond with it.

Travel shaped by values

Finally, responsible hospitality is now a loyalty driver. 47% of travellers report that a hotel’s sustainability record or proposition influences their choice in where to stay. A majority agree that environmental, cultural and social initiatives enhance their connection to a destination, whether at city hotels (53%) or destination resorts (54%). Guests increasingly seek brands that educate, guide and enable conscious choices and participatory sustainability.

Download the full report on the Minor Hotels Newsroom here.

(Source: Minor Hotels)

A380 flypast celebrates Emirates Dubai 7s

DUBAI, UAE, 3 December 2025: Spectators at the Emirates Dubai 7s were treated to a spectacular Emirates A380 low-level flypast over The Sevens Stadium to mark the UAE’s 54th Eid Al Etihad on 30 November.

Taking off from Dubai International Airport, the aircraft made its approach over the stadium at 1630, gliding past at an altitude of just 500 feet and delighting thousands of fans gathered for the region’s biggest sports and entertainment festival. 

Photo credit: Emirates. A spectacular Emirates A380 low-level flypast over The Sevens Stadium,

Commanding the flight was Captain Mubarak Al Mheiri, Deputy Chief Pilot Airbus, supported by Captain Khalid Bin Sultan, Captain Philippe Lombet, and Captain Nabil Al Rustamani.

This year’s flypast continues Emirates’ long-standing tradition of celebrating Eid Al Etihad at the Emirates Dubai 7s, a tournament with more than 50 years of history that has become the highlight of Dubai’s annual sporting calendar. 

The 2025 edition once again brings together world-class rugby action, numerous sports competitions, and vibrant music and family entertainment across an unforgettable Eid Al Etihad weekend.

For more information or to book tickets, visit emirates.com. Tickets can also be booked on the Emirates App, at Emirates Retail stores, at the Emirates contact centre, or through travel agents.

(Source: Your Stories — Emirates)

Centara Grand Lagoon Maldives wins an award

BANGKOK, 1 December 2025: Centara Hotels & Resorts celebrates another accolade with the Centara Grand Lagoon Maldives named one of the ‘Favourite Overseas Leisure Hotels’ at the inaugural Condé Nast Traveller Middle East Readers’ Choice Awards 2025. 

This distinguished recognition, determined entirely by readers’ votes, represents a milestone for the private island retreat, which opened its doors on 1 April 2025.

To be recognised alongside leading global hospitality brands within months of opening underscores the resort’s commitment to exceptional guest experience and the powerful resonance it has created with travellers across the region. At Centara Grand Lagoon Maldives, gracious Thai hospitality meets Maldivian allure, as guests are immersed in endless personal space. With its collection of breathtaking beachfront and overwater villas, this secluded sanctuary offers elevated comfort, modern amenities, and private stretches of sand or sea for the ultimate in serene tranquillity.

The resort delivers world-class dining experiences across multiple distinctive venues, from vibrant live cooking stations at The Gallery to fresh-caught seafood at Bluefin, handcrafted cocktails at Sunset Social, and intimate gastronomic moments at The Club. Complementing these culinary experiences is SPA Cenvaree, where one-of-a-kind, transformative wellness journeys draw upon centuries-old Thai healing traditions and locally sourced natural ingredients to restore body, mind, and spirit.

“We are deeply honoured to be recognised by the Condé Nast Traveller Middle East community,” said Centara Grand Lagoon Maldives and Centara Mirage Lagoon Maldives Cluster General Manager Andrew Jansson. “This award reflects the genuine care and commitment our team puts into creating stays that feel calm, personal, that are both distinctly Maldivian and authentically Thai. Our focus has always been on curated experiences, refined elegance, and meaningful connection to the island’s natural beauty. It is advantageous to know that our guests feel this throughout their experience with us.”

For more information on the award-winning Centara Grand Lagoon Maldives or to make a reservation, visit https://www.centarahotelsresorts.com/centaragrand/cglm

(Source: Your Stories — Centara Hotels & Resorts)

Ponant unifies loyalty programmes

SINGAPORE, 3 December 2025: Ponant Explorations Group introduces its ‘Status Match’ initiative across all loyalty programmes in its brand portfolio after acquiring Aqua Expeditions last January. 

Historically, Ponant Explorations, Paul Gauguin Cruises, and Ponant Yachting have shared a unified loyalty programme, branded Ponant Yacht Club. At the same time, Aqua Expeditions operates its own Circolo Aqua programme, launched last September. 

Photo credit: Ponant Exlorations Group.

With this new Status Match initiative, Ponant Explorations Group brings all its loyalty programmes under a single framework, offering guests recognition and benefits across the group’s brands.

“Uniting our loyalty programmes under one framework ensures our guests are recognised and rewarded seamlessly across all brands,” explained the group’s Asia Pacific CEO, Deb Corbett. “This Status Match initiative strengthens the value we offer our most loyal travellers and reflects our commitment to providing an elevated and consistent guest experience.”

Aqua Expeditions introduces reciprocal privileges through the Ponant Explorations Group status-match initiative.

  • For Circolo Aqua members, this means access to tier-matched privileges when booking with Ponant brands. 
  • Additional onboard credits of up to EUR50 per person.
  • Priority services and dedicated support from the Ponant reservations team. 

(Source: Ponant Explorations Group)

AAPA names new director general

KUALA LUMPUR, 3 December 2025: The Association of Asia Pacific Airlines (AAPA) has appointed Wong Hong to take up the position of AAPA Director General, effective 1 April 2026, following the decision by the current Director General, Subhas Menon, to step down after having successfully led the association since 2020.

Wong Hong has over 22 years of international aviation experience, having held senior commercial roles in network planning, revenue management and sales at Singapore Airlines and Delta Air Lines. Most recently, he held the position of Delta Air Lines’ President – China, based in Shanghai, leading the carrier’s growth in the China market through a close partnership with China Eastern Airlines.  

AAPA confirms Wong Hong as director general.

He brings extensive overseas experience, having been based in China, India, Thailand and Vietnam. His earlier roles in ground handling and catering at SATS, as well as in distribution and financial services at IATA, further add to his regional expertise for his new appointment.

Reporting through the Executive Committee to the AAPA Assembly of Presidents, as Director General, Wong Hong will represent the interests of the AAPA and its member airlines on a wide range of aviation policy issues, working closely with member airlines and other aviation industry stakeholders.

The AAPA, as the trade association of international airlines based in the Asia Pacific region, has built up a strong reputation and presence with leading regulators and other industry stakeholders as a credible and respected voice of Asia Pacific airlines, championing policies that support safe, sustainable and competitive air transport across the region.

Welcoming Wong to his new role, AAPA Director General Subhas Menon said: “It has been an honour and a privilege to serve as AAPA Director General, and I am grateful for the trust and collaboration of our member airlines over the past six years. With Asia Pacific as the world’s largest aviation market, I am confident that AAPA will continue to thrive under Wong Hong’s leadership as the association navigates a rapidly evolving aviation landscape.”

AAPA Chairman 2025 and President of Bangkok Airways, Puttipong Prasarttong-Osoth, added: “On behalf of our member airlines, I would like to thank Subhas Menon for his dedication and strong leadership of the AAPA over the past six years. Under his guidance, AAPA has strengthened its advocacy efforts and deepened engagement with regulators and industry partners during a period of significant change for the aviation sector. Notably, he successfully grew the AAPA membership to 18 member airlines, despite challenging circumstances during the COVID pandemic. As a widely respected organisation within the global aviation community, AAPA is well-positioned to benefit from Wong Hong’s extensive regional experience, strategic insight, and deep industry knowledge. We warmly welcome him and look forward to working closely together.”

Wong Hong said: “I am honoured to be entrusted with this role and look forward to working closely with our member airlines and industry stakeholders. The Asia Pacific region is central to global aviation, and I am committed to building on AAPA’s strong foundation as we work together to support the sustainable growth and competitiveness of our region’s industry.”

(Source: AAPA)

Global tourism on track to reach 2025 target

MADRID, 3 December 2025: International tourist arrivals (overnight visitors) grew 5% in January-September 2025 compared to the same period in 2024 and 3% above the pre-pandemic year 2019, UN Tourism reports in its latest data update.

According to the latest edition of the World Tourism Barometer, over 1.1 billion tourists travelled internationally between January and September this year, about 50 million more than in the same period of 2024.

Results reflect sustained travel demand throughout the year despite high inflation in tourism services and mixed traveller confidence due to geopolitical and trade tensions. The third quarter saw a 4% increase over 2024, driven by a strong Northern Hemisphere summer season.

UN Tourism Secretary-General Zurab Pololikashvili said: “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.”

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 leads with the strongest performance 

The latest World Tourism Barometer analyses international tourism over the first nine months of 2025 by region and sub-region. Key takeaways include: 

Africa saw a 10% increase in arrivals through September, according to limited available data. Both North Africa (+11%) and Sub-Saharan Africa (+10%) recorded double-digit growth in arrivals.

Europe, the world’s largest destination region, saw 625 million international tourists between January and September 2025, a 4% increase from the same months in 2024. All European subregions enjoyed solid results during the third quarter, reflecting a strong summer season. Western Europe (+5%) and Southern Mediterranean Europe (+3%) saw robust performance, while Northern Europe (-1%) recorded more modest results. Central and Eastern Europe continued to rebound strongly (+8%), though arrivals remained 11% below 2019 levels.

The Americas recorded 2% growth this period, with a 3% increase in Q1 and Q2 but a slight drop in Q3 (-1%). Results among subregions were mixed. South America (+9%) enjoyed the best performance, despite a flat third quarter. North America (-1%) saw weaker results, partly due to slight declines in the United States and Canada. Arrivals in Central America increased 3% through September, while the Caribbean (+1%) recorded comparatively more modest growth. 

Arrivals in the Middle East grew 2% in January-September compared to the same period in 2024. This represents 33% more arrivals than in 2019, the strongest regional results relative to the pre-pandemic year. 

Arrivals in Asia and the Pacific grew 8% in the first nine months of 2025, reaching 90% of pre-pandemic numbers (-10% compared to January-September 2019) as the region continues to recover. North-East Asia stood out with a 17% increase in arrivals relative to 2024 but remained 12% below 2019 levels. 

Some of the highest growth rates in arrivals for January-September 2025 were recorded in Brazil (+45% versus 2024), Vietnam (+21 %), Egypt (+21%), Ethiopia (+18 %), and Japan (+18%). South Africa reported 17% growth, Sri Lanka and Mongolia both 16%, and Morocco 14%. All of these destinations have already surpassed 2019 levels.

According to IATA, international air traffic (RPKs) grew 7% in January-September 2025 versus the same months of 2024. International air capacity (ASKs) increased 6% in these nine months. Global occupancy in accommodation establishments reached 68% in September 2025, matching the rate of September 2024 (based on STR data). 

Strong visitor spending 

Monthly data on international tourism receipts show strong visitor spending 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 in the first nine months of 2025. 

Strong demand can also be seen in outbound spending from some large markets such as the United States (+7% through August), France (+5%), Germany and Italy (both +4%), as well as Spain (+15% through August) and the Republic of Korea (+7%). 

Results on track to reach 2025 target

According to UN Tourism’s projection in January this year, international tourist arrivals are expected to grow 3% to 5% in 2025. While results through September are in line with UN Tourism’s forecast, factors such as high travel prices and a challenging geopolitical environment remain important downside risks.

(Source: UN Tourism)