TORONTO — International tourism made a full recovery in 2024, with global tourist arrivals reaching 1.4 billion – 99% of pre-pandemic levels – according to the World Tourism Barometer from UN Tourism.
This represents an 11% increase over 2023, driven by robust demand, strong source markets, and the continued revival of travel in Asia and the Pacific.
The Middle East emerged as the best-performing region relative to 2019, recording 95 million arrivals – 32% above pre-pandemic levels. Africa welcomed 74 million visitors, 7% more than in 2019, while Europe, the world’s largest travel destination, saw 747 million international arrivals, exceeding 2019 numbers by 1%. Asia and the Pacific experienced rapid recovery with 316 million arrivals, though numbers remained at 87% of pre-pandemic levels, up from 66% in late 2023. The Americas reached 97% of 2019 figures, with the Caribbean and Central America surpassing pre-pandemic performance.
Subregional leaders included North Africa and Central America, which recorded 22% and 17% more visitors than in 2019, respectively. Southern Mediterranean Europe (+8%) and the Caribbean (+7%) also showed significant growth.
Record Revenues and Spending Trends
Tourism revenues soared to an all-time high of US$1.9 trillion in 2024, 3% above 2019 levels in real terms. Receipts from international travel reached $1.6 trillion, reflecting a 4% increase from pre-pandemic values. Average tourist spending gradually normalised at $1,100 per trip, higher than the $1,000 average seen before the pandemic.
Several destinations experienced remarkable growth in tourism receipts, including Kuwait (+232%), El Salvador (+206%), and Saudi Arabia (+148%). Canada saw a 70% surge in tourism revenues, while top earners like the United Kingdom (+40%), Spain (+36%), France (+27%), and Italy (+23%) enjoyed robust gains.
In terms of international travel expenditure, major source markets contributed to the recovery. Germany and the UK recorded 36% higher spending than in 2019, while the United States increased by 34%. Spending from India remained particularly strong, 81% above pre-pandemic levels during the first half of 2024.
Positive Outlook for 2025
Looking ahead, global tourist arrivals are projected to grow another 3% to 5% in 2025. Continued recovery in Asia-Pacific markets and stable performance in other regions are expected to drive growth, provided economic conditions remain favourable and geopolitical tensions do not escalate.
The UN Tourism Confidence Index highlights optimism within the industry, with 64% of experts predicting better prospects for 2025. However, challenges remain, including high travel costs, volatile oil prices, and rising accommodation rates. Geopolitical instability and extreme weather events are also key concerns.
UN Tourism Secretary-General Zurab Pololikashvili emphasised the need for sustainable tourism practices. “Growth is expected to continue in 2025, contributing to socio-economic development. However, we have a responsibility to accelerate transformation, placing people and the planet at the heart of tourism,” he said.
Balancing growth and sustainability, along with promoting lesser-known destinations, will be central themes for the future of travel.
