Global tourism in 2024: Record-breaking recovery and growth

In 2024, France maintained its position as the world's most visited country, welcoming approximately 100 million international tourists.

France reached a milestone of 100 million visitors in 2024, with the Olympic Games playing a significant role in drawing tourists. Iconic landmarks such as the 'Pont de Pierre' in Bordeaux, connecting the left and right banks of the Garonne River, also contributed to the surge in visitor numbers. This historic bridge, stretching 487 meters in length and 19 meters wide, became a must-see attraction for travelers from around the world, highlighting the country's blend of cultural and architectural allure. Photo by Pierre Blaché on Unsplash

This achievement was according to France24 bolstered by hosting the Olympic Games, which significantly boosted tourist numbers.

Spain closely followed, attracting a record 94 million foreign visitors in the same year, marking a 10% increase from the previous year.

In terms of tourism revenue, Spain reported a significant increase, with international tourist spending reaching €126 billion in 2024.

1.4 billions international arrivals

Global tourism experienced a strong resurgence in 2024, with international arrivals reaching 1.4 billion, effectively matching pre-pandemic levels. The latest World Tourism Barometer from UN Tourism highlights a 99% recovery, driven by a surge in post-pandemic demand, the rebound of major source markets, and the continued recovery of destinations in Asia and the Pacific. Compared to 2023, international tourist arrivals grew by 11%, adding 140 million more travelers to the global total.

Zurab Pololikashvili, a Georgian diplomat and economist, has served as the Secretary-General of UN Tourism (UNWTO) since January 2018. Born on January 12, 1977, in Tbilisi, Georgia, he holds a degree in banking from Tbilisi State University. Pololikashvili's career spans various leadership roles, including Minister of Economic Development of Georgia (2009–2010) and Georgia's Ambassador to Spain, Morocco, Algeria, and Andorra. Photo: unwto.or

Tourism Secretary-General Zurab Pololikashvili emphasized about 2024 the importance of managing mass tourism effectively and said that we must coexist with mass tourism.

He also highlighted the sector's responsibility to prioritize people and the planet. –This recalls our immense responsibility as a sector to accelerate transformation, placing people and planet at the center of the development of tourism.

Additionally, Pololikashvili called for solidarity within the industry, urging stakeholders to «accept our responsibilities» and recognize that «tourism will lead recovery.»

«Our sector gives them the chance to make a living. To earn not just a wage, but also dignity and equality. Tourism jobs also empower people and provide a chance to have a stake in their own societies – often for the first time.» «In 2024, global tourism completed its recovery from the pandemic and, in many places, tourist arrivals and especially earnings are already higher than in 2019.» Zurab Pololikashvili Secretary-General of the United Nations World Tourism Organization (UNWTO)

This year's report by UN Tourism.

Here’s a concise summary of the key points from the UN Tourism report on global tourism in 2024:

Saudi Arabia: A record-breaking 2024 with soaring tourist numbers and a 73% surge in international arrivals. Photo: Lucas Pinhel, Unsplash

Key highlights

Global Recovery: International tourist arrivals reached 1.4 billion, marking a 99% recovery of pre-pandemic levels, with an 11% increase over 2023 (+140 million tourists).
Regional performances:
Middle East: 95 million arrivals (+32% compared to 2019), showing the strongest recovery globally.
Africa: 74 million arrivals (+7% vs. 2019; +12% vs. 2023).
Europe: 747 million arrivals (+1% vs. 2019; +5% vs. 2023), with most subregions surpassing pre-pandemic levels except for Central and Eastern Europe.
Americas: 213 million arrivals (97% of 2019 levels; +7% vs. 2023).

Asia-Pacific (includes Oceania): 316 million arrivals (87% of 2019 levels, up from 66% in 2023).

Outstanding growth: Countries like El Salvador (+81%), Saudi Arabia (+69%), and Ethiopia (+40%) recorded substantial growth over 2019 levels.

«Tourism is a significant contributor to Tasmania's economy, supporting local businesses, jobs, and opportunities.» Don Farrell Australia's Federal Trade and Tourism Minister, highlighted tourism's economic impact in Tasmania.

«The federal government is committed to supporting the tourism industry, which employs around 43,000 locals.» Helen Polley Tasmanian Labor Senator, emphasized governmental support.

Economic impact

Tourism Revenue: Global tourism exports hit a record $1.9 trillion, a 3% increase over pre-pandemic levels.
Spending Trends: Average spending per tourist stabilized at $1,100, above pre-pandemic levels of $1,000.
Countries with notable revenue growth include Saudi Arabia (+148%), El Salvador (+206%), and Albania (+136%).

Outlook for 2025

Growth Projections: Tourist arrivals expected to grow by 3-5% in 2025, driven by continued recovery in Asia-Pacific and strong global demand.
Challenges: Economic uncertainty, high transport costs, and geopolitical risks remain significant concerns.

The sector's recovery emphasizes the importance of balancing growth with sustainability, as demand for eco-friendly practices and lesser-known destinations rises.» We need to focus on attracting higher-spending visitors from North America and Arab countries, and those traveling off-season.» Gabriel Escarrer CEO of Meliá Hotels, emphasized a shift towards sustainable tourism.

Based on the most recent data for 2024:

Countries with the most visitors in 2024

Spain had a record-breaking year in 2024. Alicante is one of the places and experienced a significant surge in tourism, contributing to the Valencian Community's record-breaking year. Between January and October, the region welcomed over 10 million international visitors, marking a 16.3% increase compared to the previous year. These tourists spent more than €13 billion, reflecting a 23.1% year-on-year growth in revenue. Photo by Paulo Cardoso on Unsplash

France:
100 million visitors
Retained its position as the world's most visited country, bolstered by hosting the Olympics and other attractions.
Spain:
94 million visitors
A record-breaking year with a 10% increase over 2023, closely trailing France.
United States:
Estimated 79 million visitors
Remains a top destination with diverse offerings, from urban tourism to natural wonders.
China:
Around 66 million visitors
Continued recovery from the pandemic, benefiting from domestic and international tourism demand.
Italy:
65 million visitors
Popular for its rich cultural heritage, art, and culinary experiences.
Turkey:
52 million visitors
Strong performance, particularly from European and Russian tourists.
Mexico:
48 million visitors
Growth driven by its proximity to the U.S., vibrant culture, and beach destinations.
United Kingdom:
40 million visitors
A 40% increase in tourism revenue compared to 2019.
Thailand:
39 million visitors
Continued rapid recovery in Southeast Asia, supported by beach tourism and cultural attractions.
Germany:
38 million visitors

Popular for city breaks, historical sites, and festivals.

«Caravanning and camping bring billions to country towns and are crucial for promoting regional tourism.» Daniel Sahlberg CEO of Caravans Industry Victoria, highlighted the economic impact of caravanning.

Key insights

France and Spain remain far ahead of other countries due to their wide appeal across all traveler demographics.
Asian countries, like Thailand and China, are recovering rapidly as pandemic restrictions ease.
The U.S. and Mexico continue to dominate in the Americas.