Global Tourism Rebounds to 96% of Pre-Pandemic Levels by Mid-2024

International tourism made a remarkable recovery by July 2024, reaching 96% of its pre-pandemic levels, according to the latest report from UN Tourism. Driven by strong demand in Europe and the reopening of markets in Asia and the Pacific, about 790 million tourists traveled internationally in the first seven months of the year. This marks an 11% increase over the same period in 2023 and only 4% below the 2019 figures, signaling a near-complete rebound from the impact of the COVID-19 pandemic on global travel.

The year began with particularly strong growth in international arrivals, although the pace of recovery slowed somewhat in the second quarter. Still, the data aligns with UN Tourism’s earlier projection that international tourism would fully recover by the end of 2024, despite lingering economic and geopolitical uncertainties. Zurab Pololikashvili, Secretary-General of UN Tourism, expressed optimism about the sector’s recovery: “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, underscoring the strong demand for international travel.”

The Middle East emerged as the fastest-growing region, with international arrivals soaring 26% above 2019 levels during the first seven months of 2024. Africa also surpassed its pre-pandemic numbers, welcoming 7% more tourists compared to 2019. Meanwhile, Europe and the Americas saw impressive recoveries, reaching 99% and 97% of their 2019 levels, respectively. Asia and the Pacific, which had lagged behind due to extended pandemic-related travel restrictions, reached 82% of its pre-pandemic numbers, closing in on a full recovery with 85% of its 2019 levels in June and 86% in July.

Out of 120 destinations reporting data, 67 had fully regained their pre-pandemic arrival numbers by mid-2024. Some standout performers included Qatar, where arrivals surged by 147% compared to 2019, and Albania, which saw a 93% increase. Other countries like El Salvador (+81%), Saudi Arabia (+73%), and Moldova (+50%) also posted significant gains.

The recovery in tourism receipts was even more pronounced. Of 63 countries with available data, 47 had matched or surpassed their pre-pandemic revenue in the first half of 2024. Countries like Albania and Serbia more than doubled their tourism receipts, with growth rates of 128% and 126%, respectively, compared to 2019. Tajikistan, Pakistan, and Montenegro also reported strong increases in tourism revenue. Saudi Arabia and El Salvador, in particular, saw extraordinary growth in receipts, with increases of 207% and 168% in the first quarter of 2024 compared to the same period in 2019. Other top performers in terms of revenue growth included Portugal (+57%) and Colombia (+54%).

Outbound spending by tourists also surged, particularly from major source markets. The United States, Germany, and the United Kingdom all reported significant increases in international travel spending, with growth rates of 32%, 38%, and 40%, respectively, compared to 2019. Australia (+34%), Canada (+28%), and Italy (+26%) also saw strong demand for outbound travel, while India experienced an 86% jump in outbound spending in the first quarter of 2024 compared to pre-pandemic levels.

Looking ahead, the UN Tourism Confidence Index shows a positive outlook for the remainder of 2024. Confidence levels for September-December 2024 stand at 120 points, although slightly lower than the 130 points recorded for May-August. Nearly half (47%) of the experts surveyed expect the tourism sector to perform better in the last four months of the year, while 41% anticipate similar results, and 11% expect a decline.

However, several challenges remain. Experts cited inflation in travel-related costs, including rising transportation and accommodation prices, as a significant obstacle. The global economic situation, labor shortages, and extreme weather events are also factors that could impact the continued recovery of the tourism sector. Revised data from 2023 shows that global export revenues from international tourism reached USD 1.8 trillion, almost matching pre-pandemic levels, while tourism’s direct contribution to global GDP reached an estimated USD 3.4 trillion, equivalent to 3% of global GDP. Despite the challenges ahead, the tourism industry is expected to finish 2024 on a strong note, as more destinations and markets continue their return to normal operations.