With 1.4 billion international tourist arrivals recorded globally, 2024 marked the recovery of international tourism from the worst crisis in the sector’s history. A majority of destinations welcomed more international tourists in 2024 than they did before the pandemic, while visitor spending also continued to grow strongly.
According to the latest World Tourism Barometer from UN Tourism, an estimated 1.4 billion tourists travelled internationally in 2024, indicating a near-complete recovery (99%) of pre-pandemic levels. This represents an 11% increase over 2023, or 140 million more international tourist arrivals, driven by strong post-pandemic demand, robust performance from large source markets, and the ongoing recovery of destinations in Asia and the Pacific.
Regional Performance in 2024
The Middle East (95 million arrivals) remained the strongest-performing region, with international arrivals 32% above pre-pandemic levels in 2024, though only 1% higher than in 2023.
Africa (74 million arrivals) welcomed 7% more visitors than in 2019, with 12% growth compared to 2023.
Europe, the world’s largest destination region, recorded 747 million international arrivals in 2024, surpassing 2019 levels by 1% and growing 5% over 2023, supported by strong intraregional demand. However, Central and Eastern Europe continued to struggle due to the ongoing effects of the Russian aggression against Ukraine.
The Americas (213 million arrivals) recovered to 97% of pre-pandemic levels, with the Caribbean and Central America exceeding 2019 numbers. The region grew by 7% compared to 2023.
Asia and the Pacific (316 million arrivals) experienced rapid recovery, reaching 87% of pre-pandemic levels, up from 66% at the end of 2023. The region saw a 33% growth in 2024, an increase of 78 million arrivals from 2023.
By subregions, North Africa (+22%) and Central America (+17%) saw the strongest performances relative to 2019. Southern Mediterranean Europe (+8%), the Caribbean (+7%), Northern Europe (+5%), and Western Europe (+2%) also enjoyed steady growth.
Destination Highlights in 2024
Most destinations reporting data showed strong results, with many surpassing pre-pandemic levels. Several destinations recorded double-digit growth in 2019:
El Salvador (+81%), Saudi Arabia (+69%), Ethiopia (+40%), Morocco (+35%), Guatemala (+33%), and the Dominican Republic (+32%) exceeded pre-pandemic levels for the full year.
Qatar (+137%), Albania (+80%), Colombia (+37%), Andorra (+35%), Malta (+29%), and Serbia (+29%) experienced strong growth through October or November.
The recovery of international tourism in 2024 is reflected in other key industry metrics. According to the UN Tourism Tracker, international air capacity and air traffic virtually reached pre-pandemic levels by October 2024 (IATA). Global accommodation occupancy rates reached 66% in November, slightly below the 69% recorded in November 2023 (STR data).
Tourism Revenues Reach Record Levels
International tourism receipts saw robust growth in 2024, reaching USD 1.6 trillion—3% higher than in 2023 and 4% above 2019 levels in real terms (adjusted for inflation and exchange rate fluctuations). Total exports from tourism, including passenger transport, hit a record USD 1.9 trillion in 2024, about 3% higher than pre-pandemic levels.
While average spending per international arrival is gradually returning to pre-pandemic values, it remained at USD 1,100 in 2024, still above the USD 1,000 average before the pandemic. Several destinations saw exceptional growth in international tourism receipts in the first nine to eleven months of 2024:
Kuwait (+232%), El Salvador (+206%), Saudi Arabia (+148%), Albania (+136%), Serbia (+98%), the Republic of Moldova (+86%), and Canada (+70%) all recorded strong gains in local currencies.
Among the world’s top five tourism earners, the United Kingdom (+40%), Spain (+36%), France (+27%), and Italy (+23%) experienced robust growth compared to 2019.
International tourism expenditure followed a similar trend, especially among major source markets. Germany and the United Kingdom each saw a 36% increase in spending compared to 2019, while the United States (+34%), Italy (+25%), and France (+11%) also showed strong performance. India’s outbound expenditure remained high, rising 81% above 2019 levels in the first half of 2024, following extraordinary growth in 2023.
Outlook for 2025: Continued Growth Expected
International tourist arrivals are projected to grow between 3% and 5% in 2025 compared to 2024, assuming continued recovery in Asia and the Pacific and stable growth in other regions. This projection is based on favourable global economic conditions, decreasing inflation, and stability in geopolitical conflicts.
The latest UN Tourism Confidence Index supports these positive expectations. Approximately 64% of the UN Tourism Panel of Experts expect ‘better’ or ‘much better’ tourism prospects in 2025 compared to 2024, while 26% foresee similar performance, and only 9% anticipate a decline.
However, economic and geopolitical challenges persist. More than half of experts cite high transport and accommodation costs, volatile oil prices, and other economic factors as key risks to tourism growth in 2025. Geopolitical tensions ranked as the third most concerning factor, followed by extreme weather events and staff shortages.
Balancing Growth and Sustainability
As tourism continues to expand, balancing growth with sustainability will be crucial. Two major trends identified for 2025 include an increasing focus on sustainable tourism practices and growing interest in lesser-known destinations.
UN Tourism Secretary-General Zurab Pololikashvili emphasized the responsibility of the sector: “In 2024, global tourism completed its recovery, with many destinations surpassing pre-pandemic levels. Growth is expected to continue in 2025, reinforcing our duty to accelerate transformation and place people and the planet at the heart of tourism development.”
As the industry moves forward, addressing economic, environmental, and geopolitical challenges while promoting sustainable tourism will be key to ensuring continued success in the years ahead.
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