PATA’s Annual Tourism Monitor 2025 reports a strong rebound in international visitor arrivals across the Asia-Pacific. In 2024, 46 destinations recorded a total of 647.9 million arrivals, an increase of 24.1 per cent from the previous year and reaching 91.9 per cent of pre-pandemic levels.
Provisional data for 1H2025 show continued growth, with 295.7 million arrivals, reflecting a 5.4 per cent year-on-year increase and 92.6 per cent recovery.
Asia led the region’s growth, recording 470.9 million arrivals in 2024, or 72.7 per cent of the total, up 30.7 per cent on 2023. The Americas followed with 153.0 million arrivals (23.6 per cent, up 9.7 per cent) and the Pacific with 24.0 million (3.7 per cent, up 6.9 per cent). China welcomed more than 127 million visitors, accounting for 19.7 per cent of the region’s total, while the US saw 72 million arrivals (11.2 per cent).
Japan recorded the highest growth among major destinations, with 36.87 million arrivals in 2024, up 47.1 per cent, driven by cultural appeal, favourable exchange rates, and improved air connectivity. In the first half of 2025, Japan continued its strong performance with 14.4 million arrivals, a 24.5 per cent increase, achieving a recovery rate of 131.6 per cent. Macau, China, also saw strong growth, with 34.9 million arrivals in 2024 (up 23.8 per cent) and a further 14.9 per cent increase in the first half of 2025, supported by diversification beyond gaming and improved infrastructure.
PATA CEO Noor Ahmad Hamid said: “While growth has naturally eased following the sharp rebounds of 2023 and 2024, the data points to a healthy and sustainable trajectory for tourism across the Asia-Pacific. The region is entering a new phase of maturity – one defined not by recovery, but by resilience and recalibration. These results reaffirm the strength of the industry’s foundations and its ability to evolve in response to shifting market conditions and traveller expectations.”
Opportunities include the expansion of low-cost carriers, pushing inbound seat recovery to 123.1 per cent of 2019 levels, and India’s emergence as both a source and destination market. Challenges include slower outbound recovery from China, high operating costs in the Pacific, and ongoing geopolitical and climate risks.
Hamid added: “Destinations should continue to diversify their markets, strengthen public-private collaboration, and invest in long-term sustainability – both environmental and economic. Adaptability and cooperation remain our most valuable tools for steady, inclusive growth.”
The report can be viewed here.
