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Tourism Today - july 2025

The UN World Tourism Organization reported a 5% year-on-year increase in international tourist arrivals in the first quarter of 2025, surpassing pre-pandemic levels by 3%. Japan recorded 3.43 million international arrivals in July 2025, a 4.4% increase over July 2024. Enhanced accessibility and targeted promotional campaigns contributed to the surge.Thailand launched an 18-month pilot program allowing visitors to convert cryptocurrencies into Thai Baht via regulated e-wallets. Goal: Attract tech-savvy travelers and generate up to $15 billion in economic activity. ‘Coolcation’ Trend: Amid European heatwaves, Scotland became a popular destination for travelers seeking cooler climates. Impact: Flight searches to Edinburgh and Glasgow rose, with some routes seeing over 40% growth year-on-year. Overall, July 2025 showcased a dynamic global tourism industry, with regions adapting to new trends and challenges while striving for sustainable growth.