International tourism grew strongly in 2024, and experts are optimistic about 2025

The volume of international tourism recovered almost completely in 2024 from the massive downturn caused by the COVID-19 pandemic, according to the latest World Tourism Barometer from UN Tourism.

Globally, 1.4 billion international arrivals were recorded last year, only 1% off arrivals in 2019, and up 11% on 2023. This marks a tremendous recovery from what UN Tourism calls “the worst crisis in the sector’s history.”

Along with arrivals, revenues were also up: Receipts reached US$1.6 trillion in 2024 (+4% over 2019) and total exports from tourism increased by 3% to $1.9 trillion in 2024. Average spending per arrival was an estimated US$1,100 in 2024.

A strong 2024 in most regions

Many destinations – both established and emerging – welcomed even more tourists last year than before the pandemic. Regionally, the Middle East recorded the highest growth rate, with arrivals up 32% compared with 2019, while Africa posted growth of 7%. Europe – the world’s largest destination with 747 million international arrivals in 2024 – was up 1% since the pandemic but 5% over 2023, largely due to strong demand among Europeans for travel within their region.

The Americas rebounded to about the same level as in 2019, and arrivals in the Caribbean and Central America strengthened by 7%. Asia-Pacific came back to 87% of 2019 volumes and there was robust growth from 2023-24 (33%).

Countries where arrivals picked up significantly include:

• Albania
• Andorra
• Colombia
• Dominican Republic
• El Salvador
• Ethiopia
• Guatemala
• Malta
• Morocco
• Qatar
• Saudi Arabia
• Serbia

UN Tourism Secretary-General Zurab Pololikashvili said:

"In 2024, global tourism completed its recovery from the pandemic and, in many places, tourist arrivals and specially earnings are already higher than in 2019. Growth is expected to continue throughout 2025, driven by strong demand contributing to the socio-economic development of both mature and emerging destinations. This recalls our immense responsibility as a sector to accelerate transformation, placing people and planet at the center of the development of tourism."

Top tourism hotspots

Four of the five most visited countries by tourists are the UK, Spain, France, and Italy. All posted gains from tourism since 2019 – especially the UK (+40%) and Spain (+36%).

The countries in which tourists greatly exceeded their pre-pandemic spending last year include Germany (+36%), the UK (+36%), the US (+34%), Italy (+25%), and France (+11%). Indians spent on average 81% more when travelling abroad on vacation than in 2019.

Looking forward

In many parts of the world, 2024 was a challenging year, not least because of the war in Ukraine. This year looks as though it will have its share of volatility and upheaval – yet the UN Tourism report shows how much pent-up demand there was among travellers who refused to be deterred in their tourism plans.

UN Tourism expects international tourism arrivals to grow 3-5% compared with 2024, as long as “global economic conditions remain favourable, inflation continues to recede, and geopolitical conflicts do not escalate.”

Almost two-thirds of UN Tourism Panel experts expect “better” or “much better” prospects for 2025 compared to 2024, but they also note that economic and geopolitical headwinds pose significant risk. High transport and accommodation costs and volatile oil prices may also exert downward pressure on tourism volumes.

The Panel foresees tourists continuing to look for value for money, lesser-known destinations, and sustainable practices. The same trends are evident in the priorities international students now have for study abroad.