Leaders gathered in Malta for the World Travel & Tourism Council summit and highlighted a 2.5 percent growth forecast for the sector this year, outpacing the broader economy.
Regional split of international arrivals is as follows
The United Nations reports that more than half of all inbound trips go to Europe, while Asia-Pacific accounts for roughly 23 percent, the Americas 15 percent and Africa just 5 percent.
In 1975, the continent captured 69 percent of global travel, with 154 million arrivals that year.
By 2025, arrivals in Europe rose to 785 million, reflecting a seven-fold increase in worldwide trips since the mid-1970s.
Global inbound visits grew from 222 million in 1975 to 1.5 billion in 2025, even as the world population doubled.
UN data shows the region’s share fell from that earlier level to about 52 percent over the same period, while Africa’s share rose from under 1 percent to the figure noted above.
Seasonal pressure on popular spots
EU commissioner for sustainable transport and tourism Apostolos Tzitzikostas said that in 2025, 31 percent of overnight stays in tourist accommodations across the EU were concentrated in July and August.
Italy’s chief sales officer for Trenitalia Francesco Cacciapuoti noted that 75 percent of foreign visitors see only 4 percent of the country.
Croatia’s tourism minister Tonci Glavina said what he’d like to see is “year-round, 365 days a year tourism.”
Egypt’s tourism minister Sherif Fathi Attia expressed concern that overtourism could become a problem.
South Africa’s tourism minister Patricia de Lille suggested redirecting unwanted visitors to other destinations.
Local residents in many hotspots report fatigue from crowds, prompting calls for more balanced visitor flows.
Balancing visitor numbers with spending
Panel moderator Richard Quest framed the goal as “the wonderful”: fewer tourists who spend more.
Malta’s tourism minister Jo Etienne Abela said the island aims to keep growth while extracting greater value per guest.
Iniala CEO Mark Weingard said, “I don’t want the world to become focused on bringing in too high-value travelers, because then we’re almost being elitist in the way that we act,” and “And I think it’s very important that we don’t become elitist and saying ‘only the wealthy can travel‘ and ‘you have to spend a certain amount of money before you can come here.'” He also said that what travel companies need to do is position themselves in a way that benefits the places they’re in and “doesn’t destroy the culture, doesn’t destroy the neighborhoods, and that we are making sure that the work that we are doing in hospitality actually gives back to the community.”
Japan shows how regional spread works
Zurich Insurance Group’s global operations chief Cara Morton highlighted Japan’s top ranking in the latest Travel and Tourism Development Index.
The Japan National Tourism Organization reported 42.7 million foreign arrivals in 2025, a record for the country.
According to the index, the Japan National Tourism Organization made a concerted effort to promote regional destinations with targeted campaigns in new markets, which was successful in driving more visitors to areas outside of urban gateways like Tokyo and Kyoto.
Cara Morton said that Japan provided value for travelers, the communities and the businesses.
The UN tourism body projects a 3.1 percent rise in European arrivals this year, slightly above the 2.6 percent growth expected for 2025.