Global Tourism Bounces Back Stronger Than Ever in 2024
MADRID — Are airport security lines feeling longer to you lately? Have you noticed you need to book hotel reservations further in advance? Well, you’re not alone. The UN’s World Tourism Organization (UNWTO) has just released its 2024 year-in-review data, confirming that the tourism industry has made a remarkable recovery from the pandemic.
International Travel Reaches 99% of Pre-Pandemic Levels
About 1.4 billion people traveled internationally last year, which is 99% of the number who did the same in 2019, the last full year before Covid-19 hit the world. This resulted in a whopping $1.9 trillion being spent in the tourism industry, with each tourist spending an average of over $1,000 per person.
Top Destinations and Tourism Trends
The UNWTO reports that Europe was the most-visited continent in 2024, with 747 million tourists. Despite challenges like Russia’s war in Ukraine, France emerged as the world’s most-visited nation with 100 million tourists, followed closely by Spain with 98 million visitors.
In Asia and the Pacific, 316 million people traveled, while the Americas saw 213 million tourists. The Middle East welcomed 95 million visitors, and Africa saw 74 million tourists. Notably, there was no data on tourism to Antarctica.
Noteworthy Trends in Emerging Tourism Markets
Smaller countries like Qatar, Andorra, the Dominican Republic, Kuwait, Albania, and El Salvador experienced significant increases in tourist numbers in 2024. Qatar’s impressive 137% boost in tourists was attributed to the country’s investment in infrastructure, with Qatar Airways and Hamad International Airport receiving top honors in the industry.
Sustainability and Overtourism Challenges
As global tourism returns to pre-pandemic levels, concerns over sustainability and overtourism are on the rise. Countries like Spain and Italy are implementing measures to manage the influx of tourists, including anti-tourist movements and restrictions on popular destinations.
In its annual release, the UNWTO emphasized the importance of balancing growth and sustainability in 2025 and promoting the discovery of lesser-known destinations. Atout France, while celebrating its status as the world’s most-visited country, expressed its commitment to making France a leader in sustainable tourism.
