The global travel and tourism industry has witnessed a remarkable resurgence in 2024, with international tourism rebounding to 96% of pre-pandemic levels in the first seven months of the year. This impressive recovery, fueled by strong demand in Europe and the reopening of markets in Asia and the Pacific, highlights the resilience of the global tourism industry in the face of persistent economic and geopolitical challenges.
According to the latest World Tourism Barometer from the United Nations World Tourism Organization (UNWTO), approximately 790 million tourists traveled internationally between January and July 2024, representing an 11% increase compared to 2023 and only 4% less than in 2019. While 2024 began with a strong surge in tourism, the second quarter saw more modest growth. Nevertheless, the data aligns with UNWTO’s projections that the tourism sector would experience a near full recovery by the end of the year, driven by factors such as increased air connectivity, eased visa restrictions, and the reopening of key markets in Asia and the Pacific.
Commenting on the recovery, UNWTO Secretary-General Zurab Pololikashvili emphasized the sector’s resilience: “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.” However, he also stressed the importance of responsible tourism planning, stating: “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.”
The recovery has been widespread across regions, with some areas performing better than others. The Middle East continues to be the fastest-growing region in relative terms, with international arrivals exceeding 2019 levels by 26% in the first seven months of 2024. This robust performance is attributed in part to increased air connectivity and visa facilitation, making travel to and from the region more accessible. Africa also experienced strong growth, welcoming 7% more tourists compared to the same period in 2019.
In contrast, Europe and the Americas saw a more gradual recovery, reaching 99% and 97% of their pre-pandemic tourism levels, respectively, during the first seven months of 2024. Asia and the Pacific lagged slightly behind, recording 82% of pre-pandemic tourist numbers, although the region showed steady improvement, reaching 85% of pre-pandemic levels in June and 86% in July.
Beyond increased international arrivals, tourism receipts have also experienced significant growth. In the first half of 2024, 47 out of 63 countries with available data had fully recovered their pre-pandemic values, with several countries reporting double-digit growth. Notable performers included Albania (+128%), Serbia (+126%), Tajikistan (+85%), Montenegro (+70%), North Macedonia (+60%), and Portugal (+57%). Tourism receipts in Türkiye (+55%) and Colombia (+54%) also saw substantial increases, while Saudi Arabia (+207%) and El Salvador (+168%) led the way in terms of growth compared to Q1 2019.
In terms of international tourism expenditure, large source markets continued to drive the recovery. Strong outbound spending was reported from countries such as the United States (+32%), Germany (+38%), the United Kingdom (+40% through March), Australia (+34%), Canada (+28%), and Italy (+26%). Limited data from India revealed an impressive 86% surge in outbound spending during the first quarter of 2024 compared to Q1 2019, highlighting the growing importance of Indian travelers in global tourism.
Looking back at 2023, revised data shows that export revenues from international tourism reached USD 1.8 trillion, virtually matching pre-pandemic levels. Tourism’s direct contribution to global GDP also recovered to pre-pandemic levels in 2023, reaching an estimated USD 3.4 trillion, equivalent to 3% of global GDP. However, this figure still falls short of the 4% contribution seen in 2019, underscoring the ongoing recovery process.
Despite the strong recovery, UNWTO’s Tourism Confidence Index shows a slight dip in expectations for the final quarter of 2024. The confidence index for September-December 2024 stands at 120 points (on a scale of 0 to 200), lower than the 130 points recorded for May-August. Nevertheless, 47% of tourism experts expect a better performance for the sector in the last four months of the year, while 41% project similar performance, and 11% foresee worse results.
Several challenges persist, with experts pointing to inflation, high transport and accommodation costs, and the broader global economic situation as key hurdles. Staff shortages and extreme weather events are also affecting the sector, particularly in regions prone to natural disasters.
As tourism rebounds, the focus on sustainability remains a critical issue. UNWTO and global tourism stakeholders are increasingly emphasizing the need for responsible tourism practices that minimize environmental impact, support local communities, and ensure long-term economic viability. Initiatives promoting eco-friendly travel, carbon reduction, and the development of sustainable tourism infrastructure will play a pivotal role in the industry’s future.
Despite ongoing challenges, the global tourism sector is on track for a full recovery by the end of 2024, buoyed by strong demand for international travel and the reopening of key markets. With increased air connectivity, visa facilitation, and sustained traveler confidence, the industry is well-positioned for continued growth. However, balancing this growth with responsible tourism practices will be key to ensuring long-term success and sustainability in the global travel landscape.
