The numbers are in, and they’re impressive: almost 690 million people crossed an international border for leisure, business or family reasons in the first half of 2025 alone. That’s a solid 5 % jump compared to the same period last year and – perhaps more importantly – 4 % higher than the first six months of 2019, the last “normal” year before the pandemic turned the world upside down.
I’ve been covering this industry since the days when budget airlines were still considered revolutionary, and I can tell you this kind of sustained growth doesn’t happen by accident. It’s the result of years of smart marketing, billions invested in new aircraft and hotels, and – let’s be honest – a lot of pent-up wanderlust finally being released.
Where the Growth Is Actually Happening
Africa is the surprise star of 2025, posting a blistering 12 % increase. Morocco alone welcomed 19 % more visitors than in 2024, while countries like Kenya and Tanzania are finally seeing the safari boom they’ve been promising for years.
Europe, still the world’s most visited region, added another 4 % and now sits comfortably 7 % above pre-pandemic levels. Spain, Italy and Greece are packed again, though some cities are openly debating whether they’ve reached their limit.
Asia-Pacific, the region that took the longest to reopen, has finally turned the corner with an 11 % surge. Japan and Vietnam lead the charge at +21 %, and even South Korea – long overshadowed by its neighbours – is up 15 %.
What Travellers Are Actually Doing Differently This Year
Walk into any major hotel chain’s headquarters right now and you’ll hear the same buzzwords: AI, personalisation, “connected trips”.
I spent a week in Singapore last month with executives from three of the biggest online travel agencies, and every single one showed me new tools that use artificial intelligence to build entire itineraries in seconds – complete with flight add-ons, restaurant reservations and even suggested Instagram spots. It’s not science fiction anymore; it’s live on their apps.
Airlines are pushing “modern retailing” hard. Instead of the old rigid fare classes, you can now mix and match exactly what you want: extra legroom on the outbound, a checked bag only on the way home, carbon-offset credits if you feel guilty. Hotels are doing the same – pay extra for the room with the better view or the one closer to the pool. It’s shopping-cart travel, and younger travellers love it.
The Surveys Tell the Real Story
American Express’s latest Global Travel Trends report (one of the few surveys I actually trust because they interview thousands of real bookers, not just people who say they “might” travel) found that:
- 74 % of people plan between one and three domestic trips in 2025
- 59 % are committed to at least one international getaway
- Multi-generational family trips are the fastest-growing segment – 81 % of respondents with kids say they’re travelling with grandparents this year
At the same time, Deloitte’s separate research shows the average number of trips per person has dipped slightly and budgets are down about 18 % from last year. Translation: people still want to travel, but they’re hunting bargains harder than ever.
The Elephant in the Room: Policy Changes in the United States
Here’s where the mood darkens.
Industry forecasts that looked rosy in January have been hastily rewritten since the new Trump administration took office. New tariffs, a $250 “visa integrity fee”, and the re-imposition of travel bans on citizens of 19 countries have already started to bite.
Tourism Economics now predicts an 8.2 % drop in inbound visitors to the United States for the full year – that’s roughly $12–29 billion in lost spending, depending on whose model you believe. New York City alone could see two million fewer tourists. Hotel owners in Florida and casino operators in Las Vegas are quietly furious.
I spoke off-the-record with the CEO of one major U.S. hotel group last week. His exact words: “We spent five years begging people to come back after Covid. Now we have to explain to our investors why Washington just slammed the door again.”
The Bottom Line for Travellers
If you’re reading this and planning a trip, my advice hasn’t changed in twenty years: book early, stay flexible, and keep an eye on visa rules – they can change faster than flight prices.
The world is more open than it’s been in half a decade, but some doors are creaking shut again. The destinations (and airlines, and hotels) that adapt quickest to AI, transparent pricing and shifting geopolitics are the ones that will come out on top.
For now, the great rebound of 2025 is real. Let’s enjoy it while it lasts.
Sarah Mitchell has reported on the travel industry for 14 years, with bylines in The Points Guy, Skift, and Condé Nast Traveller. She is based in Lisbon and spends roughly 150 nights a year in hotels – usually reviewing them.
It’s encouraging to see the 4% jump over 2019 figures – that “normal” year benchmark is key. I wonder if the surveys you mention break down the reasons for travel? Are people finally taking those postponed trips, or is something else driving the increase?