Amadeus: Asia to lead global tourism revival in 2025

Global travel tech firm Amadeus collaborated with travel forecasting agency Globetrender for its 2025 Travel Trends Report.

Based on their most recent findings, Asia stands to play a pivotal role in driving innovation and growth in the tourism sector.

According to Amadeus’ vice-president for global corporate marketing and communications Daniel Batchelor: “Asia isn’t just recovering; it’s redefining itself. Travelers are drawn to the region’s unique ability to balance timeless cultural traditions with modern innovation. In 2025, Asia won’t just be a destination; it will be a global trendsetter. After a year where change has become the backdrop to daily life, travelers are seeking a deeper connection to people and places more than ever.” 

Asia to the fore

After several years of pandemic-restricted travel, travelers are excited to rediscover Asia’s cultural treasures. 

China is opening its doors to millions by expanding visa-free travel, while Thailand’s new digital nomad visas and broader visa-free program for 93 countries are set to attract a global audience. 

Pop culture is also driving interest, with the upcoming season of HBO’s The White Lotus set in Thailand, the potential of the second season of Netflix’s Squid Game to boost travel to South Korea, and renewed curiosity about Japan’s history inspired by the FX TV series Shōgun. 

Adding to this momentum, Iberia has recently launched direct flights between Madrid and Tokyo, making it easier than ever for travelers to explore Japan.

Over the next 15 years, IATA predicts that Asia Pacific will record the fastest rise in passenger numbers and contribute to more than half of the net increase in global passenger numbers by 2043. 

Gaining momentum

Amadeus data reflects this momentum as outbound travel from Chengdu, China, surged 66 percent to 35.2 million passengers from 2016 to 2023, while Guangzhou grew 20 percent. Delhi also saw a 31 percent rise with over 30 million outbound passengers in 2023.

Batchelor added that we stand to see a blend of old favorites and new immersive experiences, with one-of-a-kind stays putting destinations on the map. 

He said: “Asia is set for a tourism revival, while we are also seeing a rise in spontaneous solo travel, as people seek more off-screen, authentic experiences.”