The world is embracing travel once again. International tourism has soared to 96% of its pre-pandemic levels in the first seven months of 2024, according to the latest World Tourism Barometer from the UN World Tourism Organization (UNWTO). This remarkable recovery signifies a powerful rebound from the global travel crisis, fueled by a resurgence in demand across Europe and the reopening of key destinations in Asia and the Pacific.
From January to July 2024, approximately 790 million tourists ventured abroad, marking an 11% increase compared to the same period in 2023. This surge in international travel brings the sector within just 4% of its 2019 peak. While the first quarter saw a strong start, the second quarter witnessed a more moderate performance, suggesting a gradual normalization of travel patterns. This recovery trajectory aligns with the UNWTO’s forecast for a full resurgence of international tourism in 2024, a remarkable feat considering the ongoing economic and geopolitical challenges.
UNWTO Secretary-General Zurab Pololikashvili highlights the sector’s resilience, stating, “International tourism is on track to consolidate its full recovery from the biggest crisis in the sector’s history. The ongoing rebound comes despite a range of economic and geopolitical challenges, highlighting the strong demand for international travel as well as the effectiveness of boosting air connections and easing visa restrictions. This recovery also highlights the growing need for tourism planning and managing to cater for its impacts on communities in a way that the immense socio-economic benefits are paired with inclusive and sustainable policies.”
Enhanced air connectivity and streamlined visa processes have significantly boosted international travel across all global regions. The Middle East continues to lead the tourism recovery, with international arrivals surpassing 2019 levels by 26% in the first seven months of 2024. Africa also saw a notable 7% increase in tourist numbers compared to the same period in 2019. Europe and the Americas have nearly reached their pre-pandemic arrival numbers, achieving 99% and 97%, respectively, during the first seven months. Meanwhile, Asia and the Pacific are showing a steady improvement, reaching 82% of their pre-pandemic levels, with June (85%) and July (86%) exhibiting further growth.
During the first half of 2024, a total of 67 out of 120 destinations worldwide achieved or surpassed their 2019 arrival numbers, based on data reported by countries on a monthly or quarterly basis. Qatar (+147% compared to 2019) witnessed a remarkable surge in arrivals, more than doubling its pre-pandemic numbers. Albania (+93%), El Salvador (+81%), Saudi Arabia (+73%), the Republic of Moldova (+50% through June), and Tanzania (+49% through June) also experienced significant growth.
Looking at international tourism receipts, 47 out of 63 countries with available data had fully recovered their pre-pandemic revenue levels in the first six months of 2024. Many destinations saw substantial double-digit growth compared to 2019 (in local currencies and current prices). Albania (+128%) and Serbia (+126%) saw their receipts more than double, followed by Tajikistan (+85%), Pakistan (+76%), Montenegro (+70%), North Macedonia (+60%), and Portugal (+57%). Turkey (+55%) and Colombia (+54%) also recorded strong growth. Notably, in Q1, Saudi Arabia (+207%) and El Salvador (+168%) saw extraordinary growth compared to the first quarter of 2019.
International tourism expenditure data reveals robust demand for outbound travel in January-July 2024, particularly from major markets like the United States (+32%), Germany (+38%), and the United Kingdom (+40% through March), compared to the same period in 2019. Australia (+34%), Canada (+28%), and Italy (+26%) also reported strong outbound spending through June 2024. Limited data from India shows a remarkable 86% growth in outbound spending in Q1 2024 compared to Q1 2019.
Revised data for 2023 shows that export revenues from international tourism reached USD 1.8 trillion (including receipts and passenger transport), nearly matching pre-pandemic levels (-1% in real terms compared to 2019). Tourism’s direct contribution to GDP also recovered, reaching an estimated USD 3.4 trillion in 2023, or 3% of global GDP, compared to 4% in 2019.
The UN World Tourism Organization’s Tourism Confidence Index indicates positive expectations for the remainder of 2024, scoring 120 points for September-December, though slightly below the 130 points projected for May-August (on a scale of 0 to 200, where 100 represents stable performance). Around 47% of tourism experts surveyed expect better performance in the final four months of 2024, while 41% predict a similar performance and 11% expect a decline. This signals a gradual normalization of tourism performance following a strong recovery in 2023.
Experts have identified several challenges facing the tourism sector, including inflation in travel costs, particularly in transport and accommodation, as well as broader economic conditions, staffing shortages, and the impact of extreme weather events. Despite these challenges, the global tourism industry is showing remarkable resilience and a strong commitment to adapting and thriving in a post-pandemic world.
