The Pacific Asia Travel Association (PATA) has released its Annual Tourism Monitor 2025, reporting a strong rebound in international visitor arrivals (IVAs) across the Asia Pacific region. IVAs reached 647.9 million in 2024 across 46 destinations, a 24.1 per cent rise from the previous year, achieving 91.9 per cent of pre-pandemic levels from 2019.
PATA CEO Noor Ahmad Hamid commented, “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.”
Provisional data for the first half of 2025 show 295.7 million IVAs, up 5.4 per cent year-on-year, signalling continued recovery with a 92.6 per cent rebound compared to 2019. Asia remained the key growth driver, recording 470.9 million IVAs in 2024, accounting for 72.7 per cent of the regional total. The Americas and Pacific followed with 153 million and 24 million arrivals, respectively.
China led with over 127 million visitors, while the USA recorded 72 million. Japan stood out with a 47.1 per cent rise to 36.87 million arrivals in 2024, maintaining strong momentum into 2025. Macao, China, also performed robustly with 34.9 million IVAs last year, up 23.8 per cent.
Hamid added, “As the sector moves forward, the priority must be to transform recovery into resilience. Destinations should continue to diversify their markets, strengthen public-private collaboration, and invest in long-term sustainability—both environmental and economic. In a time of ongoing uncertainty, adaptability and cooperation remain our most valuable tools for ensuring steady, inclusive growth across the region.” |
