Hoi An, Vietnam, August 15, 2026. Jangnhutcamp / Shutterstock.comAsia-Pacific tourism is approaching full recovery from the pandemic, but growth is becoming increasingly uneven, with Vietnam and South Korea recording strong gains while Thailand experienced a decline in international visitor arrivals.
The Pacific Asia Travel Association (PATA), in its Annual Tourism Monitor 2026 released on October 22, reported that international visitor arrivals across 44 destinations reached 239 million in the early months of 2026. This represented a 2.9% increase year on year and 96.3% of arrivals recorded during comparable periods in 2019.
The figures indicate that the region is moving beyond its initial post-pandemic rebound, with destinations facing different growth trajectories as the recovery matures.
In 2025, Asia-Pacific recorded 700.2 million international visitor arrivals across 46 destinations, equivalent to 99.3% of the 2019 total. Asia accounted for 523.1 million arrivals, or 74.7% of the total, while the Pacific recovered to 89.4% of its 2019 level and the Americas reached 94.2%.
Vietnam and South Korea outperform established markets
Vietnam and South Korea stood out for recording strong year-on-year growth while attracting more visitors than before the pandemic.
South Korea recorded 10.7 million international visitor arrivals, an increase of 21.4% year on year, reaching 128.4% of its 2019 level.
Vietnam recorded 12.3 million arrivals, up 14.9% year on year and equivalent to 144.5% of its 2019 volume.
Their performance contrasted with softer results in established markets. Thailand recorded 15.9 million international visitor arrivals, down 4.9% year on year, while the United States recorded 27 million arrivals, a decline of 1%.
Thailand was also among the major markets where arrivals softened in 2025, alongside the United States, India and Cambodia, according to PATA.
The contrasting results highlight how the regional recovery is translating into different outcomes for individual destinations. While some markets have exceeded their pre-pandemic arrival levels, others continue to face challenges in sustaining growth.
Tourism enters a new phase of growth
PATA said the industry's priorities are shifting from restoring visitor numbers towards building more sustainable and resilient tourism 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.
He pointed to geopolitical conflicts, natural disasters, economic pressures and changes in travel policies as continuing sources of disruption for the tourism industry.
Travel facilitation and connectivity will remain important factors influencing destination performance. Visa policies, air connectivity and other transport links can affect where travellers choose to go, while higher travel costs and more complicated travel procedures can influence demand.
PATA also highlighted the importance of diversifying source markets and encouraging longer stays to help destinations manage fluctuations in demand.
For destinations that have already exceeded their 2019 arrival levels, managing visitor flows and encouraging travel beyond peak periods and major gateways will become increasingly important.
Tourism value becomes a priority
As Asia-Pacific approaches full recovery, PATA said the next phase will require destinations to look beyond visitor numbers when measuring tourism performance.
Destinations will need to consider the value tourism generates for businesses, local communities and travellers, alongside the resilience of their tourism sectors.
“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,” Hamid said.
The findings suggest that the region's next tourism challenge is not simply to restore international arrivals, but to sustain growth amid differing market performance and a less predictable operating environment.
With regional arrivals nearing pre-pandemic levels, the ability to adapt to changing traveller needs, strengthen connectivity and diversify demand will be increasingly important to destinations seeking to maintain momentum.
