Asia-Pacific Tourism Sector Eyes Sustainable Future as UN Tourism

UN Tourism has convened leaders from across Asia and the Pacific in Jakarta to chart a forward-looking path for tourism development, with a focus on resilience, sustainability, and innovation. The 37th Joint Meeting of the Commission for Asia and the Pacific and the Commission for South Asia brought together delegates from 17 nations to review progress and establish new priorities.

The region is witnessing a robust tourism recovery, according to UN Tourism data. In 2024, Asia and the Pacific welcomed 316 million international tourists — a recovery of 87% of pre-pandemic levels. South Asia emerged as the top-performing subregion, achieving a 92% return rate. Notably, the Maldives exceeded expectations, recording a 20% increase in tourist arrivals compared to 2019. Japan (16%), Fiji (10%), and Sri Lanka (7%) also outperformed their pre-pandemic benchmarks. Indonesia, which hosted the meeting, welcomed 13.9 million international visitors last year — 86% of its 2019 figures.

UN Tourism Secretary-General Zurab Pololikashvili outlined key strategies to guide the region’s tourism revival. “Asia and the Pacific is one of the world’s most dynamic tourism markets. By prioritizing innovation, youth empowerment, and sustainable practices, we are building a sector that is both future-proof and inclusive,” he said.

Key leadership roles were also announced during the session. the Philippines will chair the Commission for South Asia, while the Maldives will lead the Commission for East Asia and the Pacific. Japan, Fiji, India, Bhutan, and Iran were also nominated for important leadership positions, pending official approval at the General Assembly.

UN Tourism confirmed that its next major regional milestone will be World Tourism Day 2025, which will be hosted by Malaysia this September — a move symbolizing the region’s growing influence on the global tourism stage.