FITUR 2025: Madrid consolidates its position as the global epicenter of tourism

15-01-25

The global tourism sector has experienced a remarkable recovery in 2024, surpassing international arrivals figures recorded before the COVID-19 pandemic in many regions. According to the latest UN Tourism Barometer, between January and September 2024, international tourist arrivals increased significantly, driven by strong demand in Europe and solid performance in major source markets. 

Middle East led this growth with a 29% increase compared to 2019, followed by Africa with 6% and Europe with 1%. The Americas recovered 97% of pre-pandemic arrivals, while Asia-Pacific reached 85%, showing a gradual recovery since the reopening of its destinations in 2023. 

The summer season in the Northern Hemisphere was particularly strong, with global arrivals reaching 99% of pre-pandemic values in the third quarter of 2024. Destinations such as Qatar experienced a 141% increase in arrivals compared to 2019, Albania by 77%, Saudi Arabia by 61%, Curaçao by 48%, Tanzania by 43%, and Colombia and Andorra by 36% each. 

In terms of international tourism receipts, 35 of the 43 countries with available data exceeded pre-pandemic levels in the first nine months of 2024, many with double-digit growth. Serbia stood out with a 99% increase in receipts, Pakistan with 64%, Romania with 61%, Japan with 59%, Portugal with 51%, and Nicaragua and Tanzania with 50% each. 

UN Tourism Secretary-General Zurab Pololikashvili noted that this growth in revenues is excellent news for the world's economies, as increased visitor spending has a direct impact on millions of jobs and small businesses, contributing significantly to the balance of payments and tax revenues of many countries. 

Despite these positive results, economic, geopolitical and climatic challenges persist that could affect consumer confidence and the future performance of the tourism sector. Inflation, high transportation and accommodation prices, volatile oil prices, international conflicts and extreme weather events are factors that continue to present obstacles to a full and sustained recovery of global tourism. 

World tourism has shown remarkable resilience in 2024, outperforming pre-pandemic figures in many cases and reaffirming its importance as a global economic driver. However, it is essential to remain alert to persistent challenges that could influence its future development.