Tourism recovery in Asia gains sustainable momentum

Strategies to bring Asia’s vibrant tourism industry not only to recover but also to emerge greener and smarter were at the heart of discussion between the seventeen nations who convened on 15 April at the 37^th meeting of the UN Tourism Commission for Asia and the Pacific and the commission for South Asia, held in Jakarta, Indonesia. 

The region is steadily recovering, with a recorded 316 million international arrivals in 2024, or 87% of pre-COVID levels, a significant rise from 66% from at the end of 2023. South Asia led the rebound with a 92% recovery rate. The Maldives registered the highest growth with 20% more tourists than in 2019, followed by Japan (+16%), Fiji (+10%) and Sri Lanka (+7%). Host nation Indonesia reported a substantial 86% recovery this year with 13.9 million visitors. 

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Honoured to join the opening of the UN Tourism 37th CAP-CSA, 56th CAP, 60th CSA for Asia and the Pacific 🇮🇩

Thank you to H.E. Ms. Widiyanti Putri Wardhana Minister of Tourism of the Republic of #Indonesia for the hospitality. pic.twitter.com/ZzcLPsbe1t

— Zurab Pololikashvili (@pololikashvili) April 15, 2025

The region’s recovery is further underscored by the stabilisation of hotel occupancy rates across the Asia-Pacific, where by early 2024, it stood at around 65%, signalling a return of travellers’ confidence.

A report, presented by UN Tourism Secretary-General Zurab Pololikashvili, highlighted progress in key areas like tourism insights, investments and innovation, education, and UN Tourism’s local support, all geared towards building a more ‘resilient and sustainable tourism sector’. 

Emphasising the crucial role of innovation and youth empowerment, Pololikashvili stressed that “Asia and the Pacific are one of the most dynamic regions on Earth… a hub of digital transformation, new ideas and innovators. And the future looks very bright indeed”.

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Acknowledging the almost US$66 billion (about €60 billion) invested in greenfield tourism projects between 2018 and 2024, UN Tourism urged the need to further increase investments in projects that actively enhance sustainability and boost resilience.

And these are more than just concepts for island nations like the Maldives or Fiji where, as they welcome record-breaking numbers of visitors are also doubling down on renewable energy and reef protection.

In Jakarta, the first Regional Conference on Tourism Policy on Circular Economy, brought together private and public sector leaders to address challenges such as waste reduction, resource efficiency and sustainable supply chains.

Investment in education and human capital were marked as key components for progress. And the development of a co-branded Master’s in Tourism management and Digital Marketing and Analytics with universities in Beijing and Macao was announced.

As tourism returned to contributing over 12% of Southeast Asia’s GDP in 2023, just above its pre-pandemic share, the industry has a clear and pressing need to future-proof itself. Demand for sustainable travel is not only driven by policy, it is also being influenced by changing consumer preferences.

A growing segment of affluent Asian travellers now prioritises wellness, eco-conscious travel and immersive cultural experiences over luxury shopping, signalling a wider shift in what tourism means and values in the region. This evolution in traveller behaviour is a key strategic focus for governments and institutions alike, with a focus on economic revival, climate awareness and cultural integrity.

As Malaysia prepares to host World Tourism Day in September 2025, Asia’s tourism sector finds itself at a defining crossroads, where innovation, sustainability, and changing expectations could reshape the region’s global identity as a travel leader for decades to come.