The Pacific Asia Travel Association (PATA) has released the Mid-Year Update to its flagship Asia Pacific Visitor Forecasts 2025–2027 report, originally published in March. This updated outlook presents a nuanced, data-driven view of the region’s recovery and growth, projecting visitor arrival trajectories across 39 destinations under three different scenarios – critical for tourism stakeholders navigating today’s shifting global landscape.
Amid mounting global challenges – including ongoing geopolitical conflicts, economic uncertainty, currency volatility, and the intensifying negative sentiments of locals towards mass tourism – the update offers valuable insights into how Asia Pacific’s tourism industry can remain competitive, resilient, and forward-looking.
“This mid-year update goes beyond forecasting – it’s a strategic guidance for tourism leaders across the region,” said PATA CEO Noor Ahmad Hamid. “As the industry grapples with unpredictable forces from geopolitics to global inflation, staying informed through timely, evidence-based insights is more important than ever. With the past six months having brought a wave of developments that directly impacted our industry, this report empowers destinations and stakeholders to anticipate market shifts, prepare for disruption, and uncover emerging opportunities – from wellness travel and digital influence to the shifting geography of source markets.”
Key Insights from the Asia Pacific Visitor Forecasts 2025–2027: Mid-Year Update
- Visitor Growth Trajectory: Under the medium scenario, international visitor arrivals (IVAs) to Asia Pacific are expected to reach 801 million by 2027, up from 692 million in 2025.
- Strong Recovery Destinations: China remains the top inbound market, forecast to welcome up to 148 million visitors by 2027. The USA and Türkiye follow closely. Notably, Türkiye and Mongolia are poised for the most robust recovery, outperforming pre-pandemic levels.
- Evolving Source Markets: China continues to lead outbound travel, with the USA, Korea (ROK), and Japan showing stability. Meanwhile, India, the UK, and the Russian Federation are becoming increasingly significant source markets, reflecting a broader diversification in regional travel demand.
- Policy and Currency Shifts Reshape Travel: Changes such as extended Chinese public holidays, evolving currency exchange rates, and tariff conflicts are reshaping outbound patterns and opening new regional corridors for travel.
- Wellness Tourism Rising: With populations aging across many source markets, interest in wellness and preventative health travel is accelerating – an opportunity for destinations to develop more inclusive and health-focused offerings.
- Digital Influence Driving Demand: Social media, especially user-generated content, is rapidly influencing younger travellers, fuelling demand for authentic, experiential, and shareable travel moments.
- The forecasts acknowledge the volatile environment and provide essential guidance for both recovery and long-term strategic planning.
This comprehensive mid-year update was developed in collaboration with the Hospitality and Tourism Research Centre of the School of Hotel and Tourism Management at The Hong Kong Polytechnic University, with contributions from PATA destination members and regional data partners.
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