The Americas followed the trend with a 95% recovery, driven mainly by travel within North America and Latin America. Major cultural and sporting events, as well as the reopening of borders between countries in the region, have contributed significantly to the rebound in tourism.
The Middle East has been the fastest region to rebound to 2019 levels, reaching an impressive 105%. This is largely due to the diversification of tourism offerings, as well as large investments in infrastructure and promotion in key destinations such as the UAE and Saudi Arabia.
Africa and Asia-Pacific are still in a more gradual process of recovery, reaching 92% and 85% of pre-pandemic figures, respectively. In the case of Asia-Pacific, the slow reopening of some countries and longer sanitary restrictions have slowed the pace of growth, although an acceleration is expected during the rest of the year.
Factors driving the recovery
Tourism momentum has been supported by several key factors. The recovery of pent-up demand following travel restrictions, along with increased air connectivity and the reopening of important outbound markets, has been central to this rebound.
In addition, tourism growth has been driven by increased intra-regional travel, especially in Europe and the Americas, as well as the return of major international events and conferences. Business tourism has also begun to pick up, contributing to the diversification of international tourism.
However, some challenges remain. The global economic situation, marked by inflation, rising fuel prices and the cost of living, continues to affect tourists' spending power. These factors could slow the pace of recovery in certain regions, although overall travel demand remains robust.
Forecast for 2024 and beyond
UNWTO Secretary-General Zurab Pololikashvili stressed that “tourism is regaining its place as one of the main drivers of global economic growth.” According to Pololikashvili, the recovery is expected to continue for the remainder of the year, although there could be some slowdown depending on the evolution of global prices and other economic factors.
UNWTO forecasts that by the end of 2024, international arrivals could reach or even exceed 2019 levels in several regions, provided that global inflation and interest rates remain stable and there are no new market shocks.
Sustainability and new challenges
Sustainability remains a key issue in tourism recovery. UNWTO has urged governments and the industry to take advantage of this recovery to implement more responsible and sustainable practices. This includes adopting policies that favor more inclusive and environmentally friendly tourism, especially in regions vulnerable to climate change and in destinations that have faced an excess of visitors in the past.
The challenge for the coming years will be to strike a balance between tourism growth and the need to protect both local communities and natural ecosystems.
