Global tourism achieved full recovery from the COVID-19 pandemic in 2024, with 1.4 billion international tourist arrivals recorded worldwide, according to the UN World Tourism Organization (UNWTO).
This marked an 11% increase from 2023 and matched the 2019 pre-pandemic levels. The Madrid-based body attributed the growth to strong demand from key markets and the recovery of Asian destinations.
Tourism receipts reached $1.6 trillion, up 3% from 2023 and 4% above 2019 levels, considering inflation and currency fluctuations.
Europe, the world’s most popular destination region, welcomed 747 million international arrivals, surpassing 2019 levels by 1%. However, Central and Eastern Europe lagged due to ongoing impacts from the conflict in Ukraine. Asia and the Pacific saw a 33% growth, reaching 316 million arrivals, though still 13% below pre-pandemic levels.
The Middle East posted the highest rebound since 2019, with 95 million arrivals, a 32% increase over pre-pandemic levels. Emerging destinations like El Salvador and Saudi Arabia saw record growth, with arrivals rising by 81% and 69% compared to 2019, respectively.
UNWTO projects international arrivals to grow by 3-5% in 2025, contingent on the continued recovery in Asia, easing inflation, and stable geopolitical conditions. However, challenges such as high transportation and accommodation costs, volatile oil prices, and staffing shortages remain.
The surge in global tourism has led some hotspots to implement measures to manage overcrowding. Venice introduced entry fees for day-trippers, Japan capped hiker numbers at Mount Fuji, and several port cities reduced cruise ship arrivals.
UNWTO emphasized the sector’s responsibility to promote sustainable tourism, ensuring the socio-economic benefits of growth do not come at the cost of environmental and cultural integrity.
