Entertainment and Tourism:

The Asia-Pacific region has seen a strong rebound in tourism following the COVID-19 pandemic. According to the Pacific Asia Travel Association (PATA), international visitor arrivals reached 647.9 million in 2024, representing a 91.9% recovery compared to 2019 levels. In 2025, arrivals in Asia and the Pacific reached 331 million, growing 6% on the previous year, though still 9% below 2019 levels, with North-East Asia leading at 13% growth. International tourism is expected to grow 3–4% in 2026, assuming Asia and the Pacific continues to recover, global economic conditions remain favorable, and geopolitical conflicts do not escalate. This recovery has been driven by improved connectivity through expanded airline routes and infrastructure upgrades, simplified visa processes such as China's visa-free transit expansion and Thailand's "Six Countries, One Destination" initiative, and digital transformation trends like mobile payments and social media-driven travel, which are fueling outbound travel from India and Southeast Asia. China welcomed over 127 million visitors in 2024, accounting for 19.7% of the Asia-Pacific region's total, while Japan experienced a remarkable surge, reaching 36.87 million arrivals with a growth rate of 47.1%, the highest among major Asia-Pacific destinations.

The United States registered a 5.5% drop in foreign visitors in 2025, even as global tourism generated record results, with 80 million more people travelling internationally compared to the previous year but choosing other destinations. More than 1.52 billion tourists contributed a historic US$11.6 trillion to global GDP, accounting for 9.8% of the global economy. These figures underscore the sector's resilience and its critical role in global economic recovery.

The Asia-Pacific media and entertainment market is also experiencing robust growth. It is projected to expand from US$1.34 trillion in 2025 to US$1.43 trillion in 2026, reaching US$1.76 trillion by 2031, at a compound annual growth rate of 4.24%. Key drivers include the rise of OTT streaming platforms and localized content, the booming gaming and e-sports segment, and mobile-first consumption accelerated by widespread 5G rollouts. Mobile held a 41.23% share of the Asia-Pacific media and entertainment market in 2025. China remains the second-largest film market globally, with 2025 box office revenue reaching 51.8 billion yuan (approximately US$7.4 billion), a nearly 22% increase on 2024. Domestic films continued to dominate, accounting for nearly 80% of total takings.

Tourism and entertainment innovation is also evident in attractions like Columbia Pictures Aquaverse in Thailand. Opened in October 2022, this Hollywood-themed water park in Pattaya has become a major tourism draw, featuring rides and experiences based on Ghostbusters, Jumanji, and Hotel Transylvania. The park has earned international recognition, including the Theme Park of the Year award in 2025, and is expected to attract up to one million visitors annually as part of Thailand's Eastern Economic Corridor development strategy.

Europe:

Europe's tourism sector continued to set records, with nearly 3.1 billion nights spent in tourist accommodation establishments across the EU in 2025, a 2.2% increase on 2024. Spain, Italy, France, and Germany accounted for over 61% of the EU tourism flow. Tourism supports more than 20 million jobs in Europe and contributes significantly to small and medium-sized enterprises. The cost-of-living crisis has continued to shift demand toward more affordable destinations such as the Balkans and Türkiye, while premium destinations like Spain and France face slower growth. Climate risks, including heatwaves, droughts, and flooding, are emerging threats to tourism infrastructure and seasonal patterns. TUI Group reported €24.2 billion in revenue in 2025, up 4.4% year-on-year, with strong demand for package holidays and cruises, and is guiding for a further 2–4% revenue increase in 2026. Online travel giants Booking Holdings and Expedia continue to dominate, with Booking leading in European markets.

Asia:

South Asia's tourism recovery has been slower and more socially complex. The region lost nearly 50 million tourism jobs during the pandemic, and although employment rose by 6.2% in 2021 to 159.2 million jobs, it remains below pre-pandemic levels. Gender disparities persist, with women and youth disproportionately affected. Countries such as Thailand, Singapore, Indonesia, and the Philippines have seen strong rebounds, though volumes remain below pre-pandemic levels in parts of the region. Eco-tourism initiatives, such as the Philippines' National Ecotourism Strategy, aim to attract millions of responsible travelers. Meanwhile, major booking platforms like Booking Holdings, Expedia, and HIS Co. Ltd report rising bookings in Asia-Pacific.

Overall, Asia-Pacific is the fastest-growing tourism region globally, with Travel and Tourism GDP increasing 8.2% to US$3.29 trillion in 2025. Global travel and tourism has become a US$11.6 trillion industry, supporting 366 million jobs worldwide. Europe's tourism sector continues to break records but faces inflationary pressures and climate risks, driving demand for budget-friendly destinations. South Asia's recovery is slower, with a focus on inclusive growth and sustainability.