Tourism in Fiji is up by 10% – Image: Tourism Fiji/FVB
With a 33% jump in total international arrivals, Asia-Pacific became the world’s fastest growing tourism market last year. In 2025, Asia-Pacific tourism should finally put behind its pandemic years. That’s according to ITB 25 (Internationale Tourismus Börse), the world’s leading travel and trade show, which wrapped up this week in Berlin, Germany.
Last year, over 319 million international arrivals were recorded in Asia-Pacific. According to UN Tourism, Asia-Pacific consolidated its recovery since reopening its borders in 2022.
The gap with tourist arrivals recorded in 2019 narrowed from -74% in 2022 to -13% in 2024. Most countries in Asia-Pacific should surpass 2019 figures in 2025.
Some have already shown higher figures than 5 years ago. The Maldives recorded 20% more international arrivals in 2024 than 2019. Japan tourism was up 16%, French Polynesia 11%, Fiji 10%, and Sri Lanka 7%.
In Southeast Asia, Malaysia had the most significant progression with tourist arrivals standing only 7% behind 2019 figures.
“Invest in tourism for peace”: UN Tourism Unites Ministers Around Shared Vision at ITB Berlin
UN Tourism has returned to ITB Berlin 2025, placing the need for investments and the sector’s role as a vehicle of peace high on the agenda of the world’s biggest travel trade show.
As it celebrates its 50th year, the United Nations specialized agency is reaffirming its founding vision of tourism for peace and security whilst also looking ahead to a more resilient and inclusive sector underscored by investments and innovation. At Messe Berlin, a UN Tourism Affiliate Member, UN Tourism again served as the bridge between public and private leaders and for the first time hosted a high-level summit featuring Ministers of Tourism from 23 countries.
Officially opening ITB Berlin 2025, UN Tourism Secretary-General Zurab Pololikashvili said: “As we have in Berlin and in many other parts of the world, when people can travel freely and when everyone can benefit from tourism, they are more likely to back peaceful resolutions and work together.
“And peace and security allow us to achieve our vision for the future. Our focus on education, innovation, and investment is ensuring that tourism is not only a driver of economic growth but also a vehicle for empowerment and sustainability.”
UN Tourism Unites Ministers Around Shared Vision at ITB Berlin – Image: UN Tourism
Landmark first Ministers Summit focuses on investment and peace
In Berlin, UN Tourism and ITB celebrated a landmark first with a High-Level Ministerial Discussion on “Enhancing Investment, Ensuring Peace: Harnessing Growth, Shaping the Future.” Joining Ministers of Tourism and high-level representatives of 23 countries were Julia Simpson President and CEO of the World Travel and Tourism Council (WTTC), from the UN Tourism’s global Affiliate Members Network, the International Air Transportation Association (IATA), and, the Istanbul Convention & Visitors Bureau.
The leaders focused on the vital need for peace and security to attract investments, on the importance of public-private partnerships, and on good governance to ensure that investments deliver benefits for the sector as well as for host communities, showcasing good practice from destinations worldwide. (NAN 07-03-25)
