UN Tourism reports tourism spending is outpacing arrivals; sector nears full rebound
According to the latest World Tourism Barometer from UN Tourism, around 1.1 billion tourists traveled internationally in the first nine months of 2024, representing 98% of pre-pandemic levels. Perhaps more significantly, tourism receipts in many destinations have already surpassed 2019 figures, indicating a fundamental shift in traveler behavior and spending patterns.
International tourism receipts show remarkable growth in 2024, with many destinations posting double-digit increases over 2019 levels despite ongoing geopolitical and economic challenges
Four years after COVID-19 brought global tourism to a standstill, the sector is on track for a complete recovery by year’s end, with spending growth outpacing arrival numbers in a clear sign of shifting travel patterns and higher per-trip expenditure.
“The strong growth seen in tourism receipts is excellent news for economies around the world,” says UN Tourism Secretary-General Zurab Pololikashvili. “The fact that visitor spending is growing even stronger than arrivals has a direct impact on millions of jobs and small businesses and contributes decisively to the balance of payments and tax revenues of many economies.”
Regional variations
The recovery hasn’t been uniform across regions. The Middle East has emerged as the standout performer, recording a remarkable 29% growth compared to 2019 levels. Europe and Africa have also exceeded their pre-pandemic numbers, posting growth of 1% and 6% respectively.
The Americas has nearly completed its recovery, reaching 97% of pre-pandemic arrivals. Meanwhile, Asia and the Pacific continue their gradual rebound, achieving 85% of 2019 levels - a significant improvement from 66% recovery in 2023, though still lagging behind other regions.
Receipt growth
The most striking aspect of the recovery has been the surge in tourism receipts, with 35 out of 43 reporting countries exceeding their pre-pandemic values in the first eight to nine months of 2024. Many destinations posted double-digit growth compared to 2019, outpacing inflation in most cases.
Among the standout performers, Serbia saw receipts almost double with 99% growth compared to 2019. Other notable increases came from Pakistan (+64%), Romania (+61%), and Japan (+59%). Traditional tourism powerhouses also showed strong performance, with Japan (+59%), Türkiye (+41%), and France (+27%) all recording substantial growth through September 2024.
Spending surge
The robust recovery in receipts is matched by strong outbound spending from major source markets. Germany showed a 35% increase compared to 2019, while the United States posted 33% growth. The United Kingdom (+46%), Australia (+34%), and Canada (+28%) all reported significant increases through June 2024.
India has emerged as an increasingly important market, with outbound spending surging 81% above 2019 levels through June 2024, highlighting the growing significance of Asian markets in global tourism recovery.
Challenges ahead
Despite the positive trajectory, the sector faces ongoing challenges. High transport and accommodation costs continue to impact travelers, while volatile oil prices add uncertainty to operational costs. Geopolitical tensions, extreme weather events, and persistent staff shortages present additional hurdles for the industry.
Nevertheless, the strong performance in tourism receipts, particularly from high-spending markets, suggests a fundamental resilience in the sector. As the industry approaches full recovery in arrival numbers, the enhanced spending patterns point to a potentially stronger and more valuable tourism sector emerging from the pandemic crisis.
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