Global tourism will reach pre-pandemic levels by the end of 2024, with tourist spending outstripping even the growth in visitor numbers, according to the latest report from the World Tourism Organization (UNWTO). In the first nine months of the year, 1.1 billion international tourists travelled, 98% of pre- pandemic levels. The report reflects an impressive recovery in tourism following the historic crisis caused by COVID-19.
According to the data, in the first three quarters of 2024, most regions have already exceeded the number of visitors in 2019. In particular, the Middle East stood out, with 29% more visitors than in 2019, while Europe and Africa also outperformed their pre-pandemic indicators. However, Asia-Pacific is still on track for full recovery, with 2024 reaching 85% of 2019 levels.
Tourism revenue growth is also noteworthy, with several countries such as Serbia, Japan and Turkey showing significant double-digit increases. Major markets in the US and Europe, such as the US and Germany, also posted strong spending figures. Longer stays and growth in average spend were key factors in this trend.
While the dynamic recovery in tourism is a cause for optimism, the sector continues to be plagued by challenges such as high travel costs, inflation, volatile oil prices and geopolitical and climate change concerns. However, the economic importance of tourism is growing, contributing to employment growth and improving the trade balance and tax revenues of many economies (UN Tourism).