….Visits hit a seven-year high of 81.3 million in 2025
Africa recorded the biggest growth in international tourist arrivals in 2025, emerging as the fastest-growing tourism region globally and outperforming Europe, Asia and the Pacific, the Americas, and the Middle East, according to the latest UN Tourism Barometer.
BusinessDay analysis of the data shows the continent welcomed about 81.3 million international visitors, representing a 7.8 percent increase from 75.4 million in 2024. The figure is the highest since before the pandemic and surpasses 2019 levels, when arrivals stood at 69.6 million.
The World Tourism Barometer, published by the UN World Tourism Organisation, tracks short-term global travel trends and provides up-to-date insights for policymakers, investors, and industry stakeholders.
Further review of the report indicates that the continent overtook Asia and the Pacific in growth momentum. While Asia continued its post-pandemic recovery, Africa posted the strongest regional expansion last year, supported by robust performance in North Africa and steady recovery across key destinations.
“Africa performed strongest in 2025, while Asia and the Pacific continued to rebound. Europe recorded four percent growth, Asia and the Pacific six percent, and the Americas a more modest one percent expansion. Africa saw an eight percent increase in arrivals, with particularly strong results in North Africa (11 percent),” the report said.
Morocco, South Africa lead continental rebound
Country-level data show Morocco, Africa’s largest tourism destination, welcomed one percent more international visitors, nearing the 20-million mark.
Other strong performers included South Africa, which recorded 19 percent growth, Ethiopia at 15 percent, and Seychelles at 13 percent, while Tunisia and Sierra Leone each posted one percent increases during the first 11 to 12 months of the year.
Across the Middle East, arrivals grew three percent in 2025, leaving the region 39 percent above pre-pandemic levels and close to 100 million visitors. Egypt recorded the fastest expansion at two percent, followed by Jordan at 12 percent, Bahrain at 11 percent, and Qatar at four percent.
Tourism recovery broadens across Africa
A recent report by African Leadership Magazine, noted that the rebound is becoming increasingly broad-based, extending beyond traditional North African beach and cultural destinations to include safari tourism hubs and business-travel corridors across the continent.
“For many African economies, tourism remains a critical source of foreign exchange, employment, and small-business activity, directly supporting balance-of-payments stability and creating fiscal space for infrastructure, skills development, and environmental conservation,” it said.
Supporting this trend, a white paper by the Southern Africa Tourism Services Association, in partnership with Futureneer Advisors, found that adventure tourism in South Africa generated about $656 million in direct revenue in 2024, sustaining roughly 91,000 jobs nationwide.
Global tourism hits post-pandemic record.
Worldwide, international tourist arrivals grew by four percent to an estimated 1.52 billion travellers, nearly 60 million more than in 2024—marking a new post-pandemic record year, according to UN Tourism.
Europe, the world’s largest destination region, received 793 million tourists, up four per cent year-on-year and six percent above 2019 levels. Western Europe (five percent) and Southern Mediterranean Europe (three percent) led regional gains, while Central and Eastern Europe rebounded but remained nine per cent below pre-pandemic volumes.
Global tourism export revenues also reached a record $2.2 trillion, a five percent increase from 2024. Destinations posting strong receipt growth included Morocco (19 percent), the Republic of Korea (18 percent), Egypt (17 percent), Mongolia (15 percent), Japan (14 percent), Latvia (11 percent), and Mauritius (10 percent), measured in local currencies.
Outlook for 2026 remains positive but fragile.
Tourism experts rated prospects for 2026 at 126 on a 0–200 confidence scale, signalling expectations for another strong year, though slightly below 2025’s score of 129.
UN Tourism projects global travel growth of three to four percent, premised on continued recovery in Asia and the Pacific, stable global economic conditions, easing tourism-service inflation, and no escalation in geopolitical conflicts.
However, geopolitical tensions, trade frictions, climate risks, and persistent cost pressures remain key downside risks to travel confidence.
Despite these uncertainties, demand is expected to be supported by solid consumer spending, expanding air connectivity—with available airline seats projected to rise .percentt, according to IATA—and stronger outbound travel from emerging markets.
Major global events, including the Milano-Cortina 2026 Winter Olympics in Italy and the 2026 FIFA World Cup across Canada, the United States, and Mexico, are also expected to boost international travel flows.
