In a remarkable resurgence, global tourism flourished in 2024, nearing pre-pandemic levels with over 1.4 billion international travelers. France emerged as the world's most-visited nation, welcoming 100 million tourists. Europe proved to be the top destination, drawing 747 million visitors to its rich cultural and historical landscapes. This impressive recovery signifies the tourism industry's robust revival, contributing $1.9 trillion in revenue worldwide.
Spain followed closely behind France, attracting 98 million tourists in 2024. The United Nations World Tourism Organization (UNWTO) highlighted that the number of international travelers this year represented 99% of those recorded in 2019, the last full year before the Covid-19 pandemic. Meanwhile, Asia and the Pacific saw 316 million visitors, underscoring a strong interest in these vibrant regions.
Across the globe, other continents also experienced significant tourist influxes. The Americas reported 213 million arrivals, while the Middle East welcomed 95 million travelers. Africa saw an influx of 74 million tourists, reflecting a growing interest in its diverse offerings. Notably, Qatar experienced a remarkable 137% increase in tourists, capturing global attention with its unique attractions and events.
Italy showed a robust growth of 23% year-over-year in tourism. However, to manage this influx, popular cities like Venice and Florence have implemented measures such as banning large tour groups to preserve their cultural heritage and infrastructure. The UNWTO advises travelers and industry stakeholders to explore "the discovery of lesser-known destinations" as a strategy to balance growth and sustainability in the future.
"Balancing growth and sustainability will be critical in 2025," suggested UNWTO’s panel of experts.
The average expenditure per tourist exceeded $1,000 in 2024, highlighting the economic impact of this renewed travel enthusiasm. As countries aim to maintain this momentum, sustainable practices are becoming increasingly vital. Atout France emphasized their goal "to make France the world’s leading destination for sustainable tourism."
