Tourism highlights in 2024
International arrivals: 1.1 billion international arrivals were recorded in the first nine months of 2024, just 2% below 2019 figures. This figure underscores the remarkable recovery of the global tourism industry, especially in regions such as Europe and the Middle East.
Tourism receipts: international tourist spending has grown faster than arrivals in most destinations, reflecting an increase in average spending per trip. Among the main issuers, Germany (+35%), the United States (+33%) and France (+11%) led growth.
Air connectivity: international air capacity recovered to 99% of 2019 levels, driven by an increase in demand and the opening of new routes. Domestic air traffic even surpassed pre-pandemic levels in key markets such as China (+21%) and India (+13%).
Recovery by region
The Middle East was positioned as the fastest relative growth region in 2024, with a 29% increase in international arrivals versus 2019. Qatar led with an impressive 141% growth, followed by Saudi Arabia (+61%) and Oman (+19%). This success is due to economic diversification strategies that have prioritized tourism, infrastructure investments and international events that have attracted global visitors.
Europe, as the world's largest tourism region, achieved 1% above its pre-pandemic levels in 2019. Destinations such as Albania (+77%), Andorra (+36%) and Malta (+30%) stood out for their remarkable recovery, while larger countries such as Spain, Greece and Turkey recorded double-digit growth. High intra-regional demand, strong connectivity and promotional strategies have been key factors behind this performance.
The Americas reached 97% of their pre-pandemic levels thanks to strong regional demand. Destinations such as El Salvador (+79%), Curaçao (+48%) and Colombia (+36%) led growth in Central America and the Caribbean. Meanwhile, the United States stood out as one of the key source markets, boosting tourism in neighboring countries.
Asia-Pacific managed to recover 85% of its pre-pandemic levels, marking a substantial improvement over the 66% achieved by the end of 2023. The region benefited from the relaxation of travel restrictions and an increase in air connectivity. Maldives (+19%), Japan (+10%) and Mongolia (+24%) were the most prominent destinations.
Africa reported 6% more arrivals than in 2019, driven by strong growth in destinations such as Tanzania (+43%), Morocco (+29%) and Kenya (+9%). This rebound underscores the resilience of the continent and its growing attractiveness for international tourists.
Tourism spending, a driver of recovery
International tourism has not only recovered its pre-pandemic figures in terms of arrivals, but has exceeded expectations in terms of receipts. According to the UNWTO report, tourism receipts grew faster than arrivals in numerous destinations, with 35 of the 43 countries with available data reporting an increase in receipts compared to 2019.
Japan (+59%), Turkey (+41%) and Spain (+36%) led the way in terms of tourism revenues, while the United Kingdom (+43%) and Canada (+35%) also reported record figures. These data reflect not only an increase in the number of travelers, but also in average spending per trip, driven in part by longer stays and a greater willingness to consume in the aftermath of the pandemic.
Air connectivity and hotel occupancy: pillars of growth
The recovery of air connectivity has been a determining factor in the success of 2024. According to data from the International Air Transport Association (IATA), international air traffic reached 99% of 2019 levels, while domestic traffic surpassed them in markets such as China (+21%) and India (+13%).
In terms of hotel occupancy, the global rate reached 69% in October 2024, with Europe (74%) and the Middle East (70%) leading this indicator. These figures reflect an optimistic outlook for the sector, which has shown a remarkable ability to adapt and meet growing traveler demand.
Key factors behind the recovery
Visa facilitation: Several countries implemented policies to facilitate the entry of tourists. For example, China expanded its visa waiver policy to include more countries, which encouraged an increase in international arrivals.
International events and promotions: Major sporting and cultural events, along with targeted promotional campaigns, played a crucial role in attracting visitors.
Pent-up demand: In the aftermath of the pandemic, travelers have shown a strong desire to explore new destinations and reconnect with cultural experiences.
Persistent challenges and future prospects
While the gains are significant, international tourism continues to face significant challenges:
Inflation: High transportation and accommodation prices, driven by inflation in services, represent an obstacle for many travelers.
Geopolitical tensions: International conflicts and political tensions continue to affect consumer confidence in some regions.
Extreme weather events: Phenomena such as hurricanes and heat waves have affected several destinations, underscoring the need for more resilient and sustainable tourism strategies.
Despite these challenges, UNWTO projects an optimistic future for the sector. Market diversification, technological innovations and a focus on sustainability will be key to ensuring the continued growth and resilience of global tourism.
2024 closes as a pivotal year for the recovery of international tourism. Strong demand, combined with effective destination strategies and improved infrastructure, has enabled the sector to overcome barriers and approach unprecedented levels of revenue and connectivity. UNWTO urges governments and industry stakeholders to continue to work together to address the remaining challenges and ensure sustainable growth in the years to come.
