Airports around the world are becoming busier, with longer security lines, earlier hotel bookings for vacations, and more crowded tourist attractions. These signs indicate that the global tourism industry is making a strong recovery after the setbacks caused by the COVID-19 pandemic. And this isn’t just based on the lines at airports or crowded places—it’s backed up by solid data.
The United Nations World Tourism Organization (UNWTO) has highlighted this trend in its latest report. According to the UNWTO’s World Tourism Barometer, 1.4 billion people traveled internationally in 2024, surpassing pre-pandemic levels. This represents an 11% increase from 2023.
Overall, the tourism sector is thriving. The UNWTO reports that global tourism spending reached $1.9 trillion last year, meaning that each tourist spent, on average, over $1,000 during their trips.
So, where did all these tourists go, and how did they spend their money?
The answer is that Europe continues to be the most visited continent, attracting 747 million tourists in 2024. Despite the ongoing war between Russia and Ukraine, the fact that so many people are still visiting Europe is a positive indicator for the tourism industry.
Among European countries, France topped the list with 100 million visitors, followed closely by Spain with 98 million tourists. The French National Tourism Marketing Department proudly stated that 2024 was an exceptional year for French tourism, creating great expectations for 2025 as well.
What’s particularly interesting is that not just large countries, but also smaller nations have seen a significant rise in visitors.
In the Middle East, Qatar saw a 137% increase in tourists, largely due to investments in infrastructure. Qatar Airways was named the best airline of 2024, and Doha’s Hamad International Airport won the title of best international airport, both contributing to the region’s tourism growth.
Smaller countries like Andorra (on the border between France and Spain), the Dominican Republic, Kuwait, Albania, and El Salvador also attracted a large number of tourists, proving that even less popular destinations can be appealing.
Zurab Pololikashvili, UNWTO’s Secretary-General, remarked, “Last year, the tourism sector fully recovered from the pandemic’s damages. Many destinations have seen tourism income surpass 2019 levels, and we expect this growth to continue in 2025 as socio-economic development advances worldwide.”
However, the surge in tourists has led to some challenges for popular destinations. Some iconic places, ecological hotspots, and local communities are now limiting the number of visitors they allow in.
For instance, Venice has introduced an entrance fee for tourists to help protect the historic city. Japan has set a limit on the number of tourists who can visit Mount Fuji each day to preserve its natural environment. Cities like Amsterdam are also controlling the number of cruise ships allowed to dock daily.
The UNWTO also noted that if geopolitical tensions don’t escalate, tourism in Asian countries is expected to grow by 3-5% in 2025 compared to 2024.
That said, the tourism industry still faces challenges in the coming year. Rising transportation and accommodation costs, volatile fuel markets, and a shortage of workers are some of the hurdles that could impact global tourism in 2025.
