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. Under a medium-growth scenario, arrivals are projected to grow to 813.7 million by 2027. 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 is expected to reclaim its position as the leading inbound destination by 2027, with Japan, Türkiye, and Hong Kong SAR among the fastest-growing markets.

Globally, the travel and tourism sector contributed US$11.1 trillion to GDP in 2024, accounting for 10% of the global economy and supporting 348 million jobs worldwide—surpassing pre-pandemic employment levels. International visitor spending reached US$1.89 trillion, while domestic spending hit US$5.4 trillion, both near or above 2019 peaks. 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$1.69 trillion by 2030, at a compound annual growth rate of 4.77%. Key drivers include the rise of OTT streaming platforms and localized content, the booming gaming and e-sports segment—which commanded over 21% of market share in 2024—and mobile-first consumption accelerated by widespread 5G rollouts. China remains the second-largest film market globally, with 2024 box office revenue reaching 42.5 billion yuan (approximately US$5.9 billion). While domestic films continue to dominate, foreign films regained market share, accounting for 21.3% of total earnings, the highest in five years.

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 has also fully recovered, recording 747 million international arrivals in 2024, which is slightly above 2019 levels. Overnight stays reached 2.99 billion, with Spain, Italy, France, and Germany accounting for over 60% of the EU tourism flow. Tourism supports more than 20 million jobs in Europe and contributes significantly to small and medium-sized enterprises. However, the cost-of-living crisis has shifted demand toward more affordable destinations such as the Balkans and Türkiye, while premium destinations like Spain and France face slower growth. Inflationary pressures persist, but spending is expected to grow by 10% in 2024, reaching €719.7 billion. Climate risks, including heatwaves, droughts, and flooding, are emerging threats to tourism infrastructure and seasonal patterns. Major companies such as TUI Group reported €23.2 billion in revenue in 2024, up 12% year-on-year, with strong demand for package holidays and cruises. 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 13.8% below 2019 levels. Gender disparities persist, with women and youth disproportionately affected. Countries such as Thailand, Singapore, Indonesia, and the Philippines have seen strong rebounds since 2022, though volumes remain below pre-pandemic levels. 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, with forecasts upgraded for 2025 due to strong demand despite economic uncertainty.

Overall, Asia-Pacific tourism is on track for full recovery by 2025, with strong growth projected through 2027. Global travel and tourism have become a US$11 trillion industry, surpassing pre-pandemic employment levels. Media and entertainment in Asia-Pacific is booming, with China retaining its global influence despite market fluctuations. Europe’s tourism sector has rebounded 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.