Global tourism has made an impressive comeback, with international tourist arrivals reaching 96% of pre-pandemic levels in the first seven months of 2024, according to the latest World Tourism Barometer by UN Tourism. The surge in tourism has been fueled by strong demand in Europe and the reopening of markets in Asia and the Pacific, marking a major milestone in the sector’s recovery after the global travel disruptions caused by COVID-19.
From January to July 2024, approximately 790 million tourists traveled internationally—an 11% increase over 2023 and only 4% below the levels recorded in 2019. Despite ongoing challenges such as inflation, economic uncertainties, and geopolitical tensions, these figures suggest a full recovery of international tourism is well within reach by the end of 2024.
Zurab Pololikashvili, Secretary-General of UN Tourism, remarked, “International tourism is on track to consolidate its full recovery from the biggest crisis in the sector’s history. The ongoing rebound comes despite a range of economic and geopolitical challenges, highlighting the strong demand for international travel as well as the effectiveness of boosting air connections and easing visa restrictions.”
Middle East Leads Tourism Growth
Among global regions, the Middle East has been a standout performer, with international arrivals surpassing 2019 levels by 26% in the first half of 2024. The region’s success can be attributed to its rapid expansion of air travel routes, simplified visa policies, and ambitious tourism initiatives.
Africa also saw a 7% increase in tourist arrivals, while Europe and the Americas recovered nearly all of their pre-pandemic numbers, reaching 99% and 97% of 2019 levels, respectively. Asia and the Pacific, the last regions to fully reopen, recorded 82% of their 2019 tourist numbers, with expectations of further growth as travel restrictions continue to ease.
Saudi Surpasses Tourism Goal, Attracts 100 Million Visitors In 2023
Record Performance in Key Destinations
Several countries have emerged as leaders in the tourism rebound. Qatar experienced a remarkable 147% increase in arrivals compared to 2019, driven by large-scale events and strategic tourism investments. Other notable performers included Albania (+93%), El Salvador (+81%), and Saudi Arabia (+73%), which have aggressively expanded their tourism sectors post-pandemic.
Strong Tourism Receipts and Expenditure
The financial impact of the tourism recovery is equally significant. In the first six months of 2024, 47 countries reported a full recovery of pre-pandemic tourism receipts, with several nations seeing substantial growth. Albania and Serbia saw their tourism receipts more than double, while Türkiye and Colombia also posted strong gains.
International tourism expenditure has surged in key source markets, with the United States, Germany, and the UK showing increases of 32%, 38%, and 40%, respectively. Emerging markets like India also demonstrated impressive outbound travel growth, with an 86% increase in expenditure in Q1 2024 compared to the same period in 2019.
Outlook for the Rest of 2024
Looking ahead, tourism experts are optimistic about the sector’s performance for the remainder of 2024. The UN Tourism Confidence Index, which measures expectations for the sector, stands at 120 points for September through December, reflecting positive sentiment. However, inflation in travel costs, staff shortages, and extreme weather events remain concerns that could impact the pace of recovery.
Despite these challenges, international tourism’s resilience has been proven once again, and the sector is on course to end 2024 on a strong note, consolidating its position as a critical driver of global economic growth.
