In 2025, the global tourism sector stands at a critical juncture, shaped by the dual forces of a remarkable recovery and persistent global challenges. With international tourist arrival numbers virtually returning to pre-pandemic levels and export revenues from tourism reaching unprecedented heights the sector has once again demonstrated its resilience and capacity to drive economic growth.

The recovery of international tourism in 2024 underscores the sector’s potential to drive change. With 1.4 billion international tourists¹ recorded globally and total export revenues from tourism² surpassing a record USD 1.9 trillion about 3% higher than in 2019, preliminary estimate suggests that receipts reached USD 1.6 trillion in 2024, about 3% more than in 2023 and 4% more than in 2019 (real terms). This momentum is expected to continue into 2025, with international tourist arrivals projected to grow between 3% and 5%³. This rising demand creates a window of opportunity to channel resources toward tourism, ensuring that it remains a driver of sustainable development and peacebuilding.

In a world marked by economic uncertainty, climate change and geopolitical tensions, it is essential to recognize the transformative power of tourism investments as a tool for promoting stability, fostering peace, and ensuring sustainable development.

Prioritizing tourism investments is no longer a choice but an imperative. Between 2019 and 2024, globally we have seen the announcement of 2,242 FDI greenfield projects in the tourism sector, amounting to an announced USD 122.1 billion, (an average of USD 54.4 million per project), which are expected to create over 295,000 jobs⁴.

Tourism is unique in its ability to generate inclusive growth, connect communities, and create opportunities even in the most challenging environments. When communities are integrated into the tourism value chain, they gain tangible benefits that discourage conflict and promote cooperation. Investments in tourism infrastructure, services, and destinations not only generate economic returns but also serve as a foundation for social cohesion and resilience.

The public sector’s commitment to tourism investment is crucial to ensure that these opportunities are not lost but rather are leveraged to their full potential. The responsibility of governments and public-sector leaders must be to prioritize investment in tourism in national development agendas. Strategic investment in tourism infrastructure, sustainability initiatives, and destination development will not only attract private-sector participation but also lay the groundwork for long-term economic resilience. By fostering partnerships across borders, integrating local communities into the tourism economy, and ensuring that investments align with global sustainability goals, decision-makers can harness tourism as a force for good.

In an era of rising uncertainty, tourism stands out as a sector with the power to bridge divides and build stability. By prioritizing investments in this dynamic industry, public-sector leaders can create a ripple effect that extends beyond economic growth, shaping a future defined by cooperation, understanding, and peace.

With all this context as a foundation, the High-Level Ministerial Discussion will be an opportunity to translate these ideas into action.

The High-Level Ministerial Discussion, titled “Headwinds Ahead: Navigating Tourism Investment in 2025: Harnessing Growth, Shaping the Future,” will take place in the framework of ITB 2025, a leading platform for the travel and tourism industry. It will provide a unique stage for decision-makers, thought leaders, and investors to address the pressing opportunities and challenges of the tourism sector. Participants will explore actionable solutions, foster cross-border partnerships, and emphasise the critical role of governments in ensuring that tourism investments remain a force for economic resilience, peace, and sustainability. Leveraging ITB’s unparalleled platform for global collaboration, this session will showcase tourism as a transformative force to shape the future of our interconnected world.

¹ Overnight visitors
² receipts and passenger transport
³ World Tourism Barometer, volume 23 issue 1, January 2025
⁴ fDi Markets, UN Tourism, January 2025