1 week Ago By Katlene O. Cacho-Laurejas
THE global tourism sector experienced a remarkable rebound in 2024, with international tourist arrivals reaching 1.4 billion, marking a near-complete recovery (99 percent) from pre-pandemic levels. According to the latest World Tourism Barometer by the United Nations World Tourism Organization (UNWTO), this represents an 11 percent increase over 2023, driven by strong demand, the resurgence of major source markets and significant recovery in Asia and the Pacific.
“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. 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 the planet at the center of the development of tourism,” said UN Tourism Secretary-General Zurab Pololikashvili.
The Middle East emerged as the best-performing region in 2024, recording 95 million international arrivals, a 32 percent increase over 2019 levels and one percent growth compared to 2023. Africa followed with 74 million arrivals, a seven percent rise from 2019 and 12 percent above 2023. Europe, the world’s largest destination region, welcomed 747 million international tourists, surpassing 2019 levels by one percent and growing five percent over the previous year.
In the Americas, 213 million arrivals accounted for 97 percent of pre-pandemic levels, with the Caribbean and Central America exceeding 2019 benchmarks. Meanwhile, Asia and the Pacific saw a rapid recovery, with arrivals reaching 316 million or 87 percent of pre-pandemic numbers, up from 66 percent in 2023 — a growth of 33 percent year-over-year. Global tourism revenues reached unprecedented levels in 2024, with total exports, including passenger transport, hitting $1.
9 trillion — a three percent increase from pre-pandemic figures. Tourism receipts alone grew to $1.6 trillion, four percent higher than 2019 in real terms.
Major earners such as the United Kingdom (+40 percent), Spain (+36 percent), France (+27 percent) and Italy (+23 percent) reported robust growth in revenue. The outlook for 2025 remains optimistic, with international tourist arrivals projected to grow by three percent to five percent. The UNWTO said the growth will likely be fueled by the ongoing recovery in Asia and the Pacific and sustained demand across other regions.
However, challenges such as high travel costs, economic uncertainty and geopolitical tensions may impact growth. Sustainability will also take center stage, with tourists increasingly seeking eco-friendly practices and exploring lesser-known destinations. Challenges ahead Economic factors such as inflation, oil price volatility and high travel costs, alongside geopolitical risks and extreme weather events, remain critical concerns for the sector.
Nonetheless, the UNWTO said the industry’s resilience and continued innovation are expected to drive growth and transformation in the years ahead. / KOC.
