China retakes the lead: global tourism expenditure and destinations in 2023

08-06-24

In 2023, with Asia and the Pacific region solidifying their post-pandemic recovery, China reclaimed its position as the world's top spender in international tourism. The previous year, the United States had led the list of top spenders. However, 2023 saw a shift with France, Spain, and the United States securing the top ranks as the most visited destinations.

Global tourism spending: top countries in 2023

China's expenditure on international travel soared to USD 196.5 billion in 2023, surpassing the United States, which spent USD 150 billion. Germany followed with USD 112 billion, the United Kingdom with USD 110 billion, and France with USD 49 billion. Completing the top ten were Canada, Italy, India, Russia, and South Korea. Notably, India climbed from the 14th to the 8th position since 2019, highlighting its growing significance as a source market, while Italy moved from 10th to 7th.

Leading destinations: France, Spain, and the USA

France emerged as the most visited country in 2023, welcoming 100 million international tourists. Spain followed with 85 million, the United States with 66 million, Italy with 57 million, and Turkey rounding out the top five with 55 million international tourists.

Mexico, the United Kingdom, Germany, Greece, and Austria completed the top ten destinations. Compared to pre-pandemic figures, Italy, Turkey, Mexico, Germany, and Austria each moved up one rank, while the UK advanced from 10th to 7th, and Greece climbed from 13th to 9th.

Tourism revenue leaders

In terms of tourism revenue, the United States led with earnings of USD 176 billion in 2023. Spain followed with USD 92 billion, the United Kingdom with USD 74 billion, France with USD 69 billion, and Italy with USD 56 billion. The top revenue-generating destinations also included the UAE, Turkey, Australia, Canada, Japan, Germany, Saudi Arabia, Macau (China), India, and Mexico.

Significant gains in tourism revenue rankings were noted for the UK (from 5th to 3rd), the UAE (from 13th to 6th), Turkey (from 12th to 7th), Canada (from 15th to 9th), Saudi Arabia (from 27th to 12th), and Mexico (from 17th to 15th). Additionally, notable advances within the top 50 included Croatia (from 32nd to 25th), Morocco (from 41st to 31st), the Dominican Republic (from 43rd to 34th), Qatar (from 51st to 37th), and Colombia (from 50th to 44th).

Forecast for global tourism in 2024

The latest World Tourism Barometer indicates that in 2023, international tourist arrivals reached 89% of 2019 levels, rising to 97% in the first quarter of 2024. UNWTO forecasts for 2024 suggest a full recovery in international tourism, with arrivals expected to exceed 2019 levels by 2%. This growth is driven by strong demand, improved air connectivity, and continued recovery in China and other major Asian markets.

Total international tourism export revenues, including passenger transport, were estimated at USD 1.7 trillion in 2023, representing approximately 96% of pre-pandemic levels. Direct tourism GDP also rebounded to pre-pandemic levels, reaching an estimated USD 3.3 trillion, which equates to 3% of global GDP.