Korea (ROK) and Vietnam stand out for combining strong year-on-year growth with arrivals well above their comparable 2019 levels. Korea (ROK) recorded 10.7 million international visitor arrivals (IVAs), up 21.4% year-on-year and reaching 128.4% of its 2019 level. Vietnam recorded 12.3 million IVAs, up 14.9% year-on-year and reaching 144.5% of its 2019 volume.

Their performance contrasts with softer results in several established markets. The USA recorded 27.0 million IVAs, down 1.0% year-on-year, while Thailand recorded 15.9 million, down 4.9%. In 2025, arrivals also softened in several major markets, including the USA, Thailand, India and Cambodia.

From Recovery to a New Phase of Growth

"The recovery of tourism across Asia Pacific is an important achievement for our industry, but recovery does not mean that the environment has become predictable," said PATA CEO Noor Ahmad Hamid. "We are operating in a world where disruption has become a constant - from geopolitical conflicts and natural disasters to economic pressures and changes in travel policies. Our ability to adapt, work together, and respond to changing traveller needs will be increasingly important."

As the region moves beyond the initial post-pandemic rebound, the focus is shifting from restoring visitor numbers to building sustainable and resilient growth.

Travel facilitation and connectivity will remain important. Visa policies, air connectivity, and other transportation links can quickly influence where people choose to travel. At the same time, higher travel costs and more complicated travel procedures can affect demand.

The report also highlights the importance of diversification. Destinations that can attract visitors from a wider range of source markets and encourage longer stays can be better positioned to manage changes in demand. For destinations that have already recovered beyond their 2019 levels, managing visitor flows and encouraging travel beyond peak periods and major gateways will become increasingly important.

"Tourism has shown remarkable resilience over the past several years," added Mr. Hamid. "The next phase will require us to think differently about growth. Success will not simply be measured by how many visitors we receive, but also by the value tourism creates for destinations, businesses, communities, and travellers."

The PATA Annual Tourism Monitor 2026 provides the latest analysis of international visitor arrivals across the Asia Pacific region and examines the trends shaping tourism as the industry moves from pandemic recovery towards a new phase of growth.

The report is available for purchase through the PATA website via the following link: www.pata.org/research-q1v63g6n2dw/p/annual-tourism-monitor-2026.

It is also available as a complimentary benefit to eligible PATA members. Access the PATA Info Hub for more information.