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Global tourism to grow 5% in 2025, Vietnam emerges as a rising star

According to the United Nations World Tourism Organization (UNWTO), nearly 690 million international trips were recorded worldwide in the first half of 2025 — around 33 million more than the same period in 2024. Vietnam stands out as one of the fastest-growing tourism markets globally.

With just over two months left in 2025, UNWTO forecasts a 5% global tourism growth for the year, reflecting strong recovery momentum.

Global tourism continues upward trajectory

Data from Vietnam’s National Administration of Tourism shows that international travel maintained a positive growth trend during the first six months of 2025. The UNWTO reported a 5% increase in international tourist arrivals compared with 2024, and 4% higher than pre-pandemic levels.

This rebound demonstrates that global travel demand remains strong, fueling both economic growth and job creation. UNWTO Secretary-General Zurab Pololikashvili noted that rising visitor numbers and tourism revenues underscore the industry’s resilience, while emphasizing the importance of sustainable growth moving forward.

In 2024, global tourism revenue hit a record 1.734 trillion USD, up 14% from pre-pandemic figures.

Rising costs pose challenges

While many destinations saw impressive gains — Japan up 18%, the UK 13%, France 9%, Spain and Turkey 8% — the industry still faces significant headwinds. UNWTO warns that higher transport and accommodation costs are prompting travelers to take shorter, budget-conscious trips closer to home.

Economic and geopolitical instability has also dampened traveler confidence, adding uncertainty to the recovery outlook.

Vietnam leads Asia-Pacific growth

Despite challenges in the broader Asia-Pacific recovery, Vietnam stands out as the fastest-growing tourism destination in the world for the first half of 2025, with a 21% increase year-on-year.

In the first nine months of 2025, Vietnam welcomed 15.4 million international visitors, up 21.5% from the same period in 2024. The country aims to reach 25 million international arrivals by the end of the year, signaling one of the region’s strongest rebounds.

Aviation and hospitality expand in tandem


The International Air Transport Association (IATA) reported that both revenue passenger kilometers (RPKs) and available seat kilometers (ASKs) grew 7% in the first half of 2025, compared to 2024.

Meanwhile, the global hotel occupancy rate remained high — 69% in June and 71% in July 2025 — underscoring steady demand for accommodation worldwide.

Vietnam’s success highlights not only its strong tourism appeal but also the effectiveness of its recovery strategies and improved infrastructure, setting the stage for sustained growth in the years ahead.

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