Recovery is in sight for the Asia Pacific’s tourism sector, as new data from the Pacific Asia Travel Association reveals international visitor arrivals (IVAs) across 44 destinations in the region reached 239 million in the early months of 2026, some 96.3% of the corresponding 2019 level.
And while the association’s ceo Noor Ahmad Hamid says it is ‘an important achievement’, he adds that there are still challenges ahead, from increased disruption to managing further growth.
“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,” says Hamid. “Our ability to adapt, work together, and respond to changing traveller needs will be increasingly important.”
Destinations must also work together on the next phase, which is building sustainable and resilient growth. This includes retaining connectivity and attracting visitors from wider source markets, managing visitor flows and encouraging travel beyond peak periods and major gateways.
Hamid says 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.” See the full report HERE.
