International tourism has continued its impressive recovery in 2024, reaching 98% of pre-pandemic levels in the first nine months of the year, with 1.1 billion tourists travelling globally. The United Nations World Tourism Organisation (UNWTO) has projected that the sector will fully recover by the end of the year, despite facing challenges such as economic pressures, geopolitical instability, and climate-related disruptions.
Zurab Pololikashvili, Secretary-General of the UNWTO, praised the rapid growth in tourism, highlighting its positive impact on global economies. “The strong growth seen in tourism receipts is excellent news for economies around the world. The fact that visitor spending is growing even stronger than arrivals has a direct impact on millions of jobs, small businesses, and contributes significantly to the balance of payments and tax revenues of many economies,” Pololikashvili said.
European Tourism Sees Strong Performance
Europe has led the way in the recovery, with international tourist arrivals in the region up by 1% compared to 2019. This resurgence has been driven by strong demand following the pandemic, particularly from major source markets. Additionally, enhanced air connectivity and visa facilitation measures have made travel easier and more accessible. The summer season in the northern hemisphere saw global arrivals reach 99% of pre-pandemic figures by the third quarter of 2024.
Countries such as Spain, Italy, and the UK have experienced exceptional growth in tourism revenue. Spain saw a 36% increase in earnings, while Italy reported a 26% rise. The UK also recorded an impressive 43% growth in tourism revenues by June 2024. Other countries such as Germany, France, and Italy have also seen strong increases in international tourism spending, with Germany rising by 35% and France by 11%.
Tourism Revenues Outpace Arrivals
While international arrivals have rebounded strongly, tourism revenues have outpaced this growth. The UNWTO noted that tourism receipts are growing even faster than the number of tourists, providing a boost to economies, particularly those reliant on tourism for employment and economic output.
Despite this, certain areas of Europe are still lagging behind in recovery. Central and Eastern Europe are facing a slower recovery than other regions, although many destinations have already exceeded 2019 arrival figures, and others are expected to do so by the end of 2024.
Challenges Facing the Sector
The recovery is not without its challenges. The tourism sector continues to grapple with inflation, largely driven by high transportation and accommodation costs, as well as volatile oil prices. Ongoing geopolitical tensions and extreme weather events have also disrupted travel patterns in some regions. Additionally, staff shortages remain a significant challenge, with many tourism businesses struggling to find workers to meet the growing demand.
The UNWTO remains optimistic that the full recovery of international tourism is within reach by the end of 2024, underlining the vital role of tourism in driving global economic recovery.