Asian markets are driving global travel growth, with China and India emerging as key opportunities, according to Global Hotel Alliance (GHA) leaders who met in Brussels last week to assess industry trends.
The region posted 12% year-on-year growth in international arrivals during Q1 2025, the fastest of any region. "The China and India outbound markets are exploding," said Choe Peng Sum, CEO of Pan Pacific Hotels Group. "Unless you know how to tap into those markets, particularly the FIT sector, you'll miss out."
Simon Naudi, managing director of Corinthia Group, noted the shift: "We're focused on new markets in Asia. India and China have huge outbound potential, and we're seeing more affluent travellers from these markets coming to Europe."
The gathering brought together over 30 senior executives from GHA's 45+ independent hotel brands. UN Tourism data presented showed 300 million global tourists travelled in Q1 2025, marking a 5% increase from the previous year and sitting 3% above pre-pandemic levels.
Whilst US travellers remain the dominant source market – "One-third of our customers are from the US," confirmed Naudi – executives highlighted Asia's rising influence on global travel patterns.
Europe recorded 125 million international arrivals between January and March, up 2% year-on-year. Spain led growth with a 9% increase, whilst Turkey rose 7% and Greece, Italy and Portugal each gained 4%. France reported 6% growth for the period.
"We are operating in a volatile global environment, but as an industry, we have learned to adapt and stay agile in response to these fluctuations, and therefore remain optimistic," said Chris Hartley, GHA's CEO.
GHA reported record 2024 results with US$2.7 billion in hotel stay revenue, whilst Q1 2025 revenue increased 15% to US$746 million.