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International tourism, number of arrivals - European Union

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68+ europe travel & tourism statistics (latest 2024 data).

It’s no secret that Europe is home to some of the most popular places to visit in the world . With fascinating history, diverse cultures, and gorgeous natural sceneries, there is something to suit every type of tourist.

According to the UN, there are 44 countries in Europe with 27 of them listed as part of the European Union . 

That’s a lot of places to explore and get lost in!

France was the most visited destination in Europe as it saw over 79.4 million global tourist arrivals in 2022. 

Meanwhile, Paris welcomed 16.8 million international tourists in 2018 . It’s second in Europe only to London.

Today, we’re here to present some of the most interesting and crucial statistics about travel and tourism in Europe. From how much revenue this industry generates each year to the impact that recent pandemic had.

Here they are!

Sources : I’ve referenced individual sources after each stat. Please go to the bottom of the post for a full list of all the articles and sources I’ve used here.

Travellerspoint

Most asked questions about Europe travel & tourism

How many tourists visit europe each year.

In 2019, Europe recorded 745 million international tourist arrivals.

The pandemic caused international tourism to plummet in Europe, but the number has recovered to 595 million arrivals in 2022.

Roughly 4 in 10 baby boomers state that Europe is their first choice for international travel.

How much of Europe's economy is tourism?

In 2022, travel and tourism contributed $1,939 billion to the overall GDP in Europe.

This is an increase from the $1,450 billion contribution in 2021, but not yet recovered to its pre-pandemic levels.

Which country in Europe has the most tourism?

With 89.4 million international tourist arrivals in 2019 and 79.4 million in 2022, France is the most popular place to visit in Europe .

Both before and after the pandemic, France remains the most visited country in Europe.

What percentage of Europeans travel?

In 2021, 56% of Europeans participated in tourism in 2021, compared with 65% in 2019.

What's the least visited country in Europe?

According to Eurostat, Luxembourg was the least visited country in Europe by EU residents in 2019.

Europe Travel & Tourism Key Statistics

• Europe at large (both EU and non-EU) remains the most visited region in the world, accounting for 50% of the world’s tourist arrivals
• In 2022, travel and tourism contributed $1,939 billion to the overall GDP in Europe
• 61% of all international arrivals to the EU in 61% were for recreational purposes
• In 2020, the tourism industry generated, directly and indirectly, 34.76 million jobs
• In 2017, there were more female (59%) than male employees in the tourism industry
• In 2019, there were 717 thousand travel accommodation establishments in EU countries, which is a 69% increase from 2006
• In 2019, EU residents made 1.1 billion trips that included overnight stays
• Due to the Coronavirus pandemic, international arrivals in Europe plummeted from over 746 million in 2019 to just about 236 million in 2020

Inbound tourism in Europe

How many tourists visit Europe annually?

1. In 2019, Europe recorded 745 million international tourist arrivals.

[Statista] 

Europe receives the highest number of international arrivals compared to other regions, including Americas, Asia Pacific, Middle East, and Africa.

2. The pandemic caused international tourism to plummet in Europe, but the number has recovered to 595 million arrivals in 2022.

In comparison, the Americas received 150 million international tourist arrivals in 2022, only 25% of Europe.

3. In July 2023, there were 89.8 million monthly international arrivals in Europe, roughly 7% lower than in July 2019.

This has exceeded the monthly levels of July 2020, 2021, and 2022, but yet to recover to pre-pandemic levels.

4. 6 of the top 10 most visited destinations by international tourist arrivals worldwide are located in Europe.

[Wikipedia]

This includes France, Spain, Italy, Turkey, Germany, and the United Kingdom in that order.

5. There were 36.4 million outbound trips from the US to Europe in 2019.

In 2019, there were 36.4 million trips from the US to Europe .

6. About 33% of these trips from the US were made to destinations in Western Europe.

11.9 million, or 33%, of these trips were to Western Europe. Central or Eastern Europe received the least number of outbound trips from the US at 4.3 million arrivals in 2019.

7. Europe at large (both EU and non-EU) remains the most visited region in the world, accounting for 50% of the world’s tourist arrivals.

Domestic tourism in europe.

How popular is Europe among domestic tourists?

8. In 2019, there were 682 million domestic arrivals in EU countries.

Domestic tourism continues to be more popular as this number steadily grows from only 491 million in 2008 to 682 million in 2019.

9. There were 187 million overnight trips in Europe made by French residents in 2019 alone.

Out of all EU countries, French residents have been the most active in domestic tourism in Europe. 

10. Germany is close behind as its residents made roughly 161 million domestic trips in 2019.

Domestic trips include both personal and professional purposes.

11. An April 2023 survey showed that French respondents were the most likely to take a domestic summer holiday trip. 

12. As of September 2023, the preferred destination among European travelers for their next European trip is France, with 7% of respondents planning to visit France on their next trip within Europe. 

After France, Italy and Spain followed in the ranking.

13. A survey in September 2023 revealed that 68% of respondents intended to likely or very likely take an overnight trip domestically or in Europe in the following six months. 

This percentage was a slight decrease from a similar study in March 2023, when 72% reported the same.

14. In 2022, the expenditure of domestic tourists in Europe was 1.13 trillion U.S. dollars just 0.5% lower than that in 2019.

15. in terms of domestic tourism expenditure of the eu-27 countries and the uk, germany had the highest figure in 2019 (320.9 billion u.s. dollars) and 2022 (317 billion u.s. dollars)., europe tourism and the economy.

How much revenue does Europe’s tourism generate?

16. In 2021, travel and tourism contributed $1,450 billion to the overall GDP in Europe.

From 2012 to 2019, the travel industry has steadily contributed an increasing amount of GDP in Europe, peaking at $2,191 billion in 2019.

17. Domestic tourism expenditure reached a record high of $1,222 billion in 2019.

Domestic travellers are important in Europe’s tourism industry as they spent $1,222 billion in 2019 alone, which is the highest number in recent recorded history.

18. In 2019, Spain was the second top tourism earner after the US, recording $79.7 billion in international tourism receipts.

Spain is the second country in the world that makes the most money from tourism. It recorded $79.7 billion in international tourism receipts in 2019.

19. France follows closely behind making $63.8 in international tourism receipts.

Why people travel to europe.

What motivates people to visit Europe?

20. 61% of all international arrivals to the EU in are for recreational purposes.

Holiday, recreation, and other leisure-related purposes are the most common reason for visiting Europe.

21. In the meantime, 15% visited EU countries for business reasons and 24% came to visit friends and relatives or other purposes.

Business travel makes up 15% of all visits to the EU .

22 Most international visitors arrive in Europe by air travel (57%), compared to 40% for land transport and only 4% by water.

Over half of all global visitors to Europe come through flights, while 2 out of 5 visitors arrive by land transport. Only 4% travel by water to Europe.

23. 62% of all residents in the EU went on a minimum of one personal trip in 2017.

In terms of domestic tourism in Europe, 3 out of every 5 EU residents took at least one personal trip back in 2017.

24. 11% of domestic trips to Europe in 2015 were for professional purposes, including business trips.

11% of all domestic trips in Europe in 2015 were made for professional reasons, such as business trips.

25. The European hotel market generated a revenue of 98.09 billion U.S. dollars in 2022, a significant improvement from 2020 and 2021.

26. the european region with the highest revenue in the hotel market in 2022 was central & western europe was, generating more than 61 billion u.s. dollars. .

The region with the second-highest revenue in the hotel market in 2022 was Southern Europe.

Tourism employment in Europe

How large is Europe’s tourism workforce?

27. In 2020, the tourism industry generated, directly and indirectly, 34.76 million jobs.

In 2022, there’s still a 8.5% decrease in tourism jobs in Europe compared to 2019 due to the Covid-19 pandemic .

28. Travel and tourism provided 37.98 million jobs in Europe in 2019.

29. in 2017, there were more female (59%) than male employees in the tourism industry..

The tourism industry has long been a major employer for women , especially considering that only 36% of employees in non-financial business economies in Europe were female.

30. The tourism labour force also tends to attract younger workers aged 15 to 24 (13%) and part-time positions (24%).

These statistics are much higher than those in the non-financial business economies and services sectors as a whole.

Popular tourist destinations in Europe

What are the most popular tourist destinations in Europe?

31. With 89.4 million international tourist arrivals in 2019 and 79.4 million in 2022, France is the most popular place to visit in Europe.

France, Spain (83.5 million), and Italy (64.5 million) recorded the most international tourist arrivals in 2019. The ranking changed slightly in 2020, with Italy receiving more international tourists than Spain.

Moreover, European travellers comprise 39.3% of the total tourist arrivals in Venice .

32. The capital city, Paris, welcomed more than 16.8 million international visitors in 2018, making it the second most visited European city after London.

Paris received over 16.8 million international visitors in 2018 and was the second most visited city in Europe.

It is second only to London, which receives the highest number of tourists that year .

33. In terms of bed nights, Spain is the most popular among international tourists, with 299 million nights spent in tourist accommodations in 2019 alone.

This number accounts to 22% of the total nights spent in tourist accommodations in Europe.

34. After Spain, Italy is the second most popular tourist destination for overnight stays in Europe. There were 221 million nights spent here in 2019.

When it comes to cities in Europe with the most overnight stays in 2019, Italy sits on the second place.

35. This is followed by France (136 million nights) and Greece (120 million nights).

36. all together, spain, italy, france, and greece dominate 57% of the total nights spent by international tourists in european tourist accommodations..

Spain, Italy, France, and Greece are the four most popular tourist destinations in Europe in terms of night spent in a tourist accommodation.

In fact, travellers from Europe make up the majority of overseas tourist arrivals in Rome (2.78 million) .

37. Meanwhile, the least popular EU destinations for tourists in 2019 were Luxembourg, Latvia, Lithuania and Estonia.

38. in terms of region, international arrivals in southern/mediterranean europe has surpassed pre-pandemic levels in july 2023, while central/eastern europe experienced a 30% drop., accommodation in europe’s travel industry.

Where do tourists usually stay when visiting Europe?

39. In 2022, there were 621 thousand travel accommodation establishments in EU countries, a slight increase from the 617 thousand recorded in 2019.

The 621 thousand travel accommodations include RV campgrounds , hotels, short-stay accommodation, and trailer parks.

40. As of 2019, a majority of these (more than 479 thousand) were holiday and other short-stay accommodations, while 209 thousand were hotels and similar accommodation types.

The most common type of tourist accommodation in Europe is holiday/ short-stay vacation rentals .

41. In 2019, it was estimated that residents and international visitors spent a total of 2.87 billion nights in EU travel accommodation.

In 2019 alone, tourists in EU countries spent a total of 3.42 billion nights in accommodation establishments.

For budget travel, Kyiv is the cheapest city destination for backpacking, with daily costs amounting to an average of $37.69 .

42. In 2022, the number still has yet to reach its pre-pandemic figure, at just 2.74 billion nights spent in EU travel accommodations.

43. In 2019, Italy recorded just shy of 1.1 million bedrooms in hotels and similar accommodation. This is the highest in any country in Europe.

At 1.1 million individual hotel and similar rooms , Italy is the country in Europe with the highest number of bedrooms.

44. Germany and Spain are close behind with 993 and 934 million bedrooms respectively.

45. in terms of occupancy rate of bed places in hotels and other similar accommodation in eu countries, cyprus leads the chart with 71.8% of net occupancy rate..

Hotels and similar accommodation types in Cyprus recorded an astounding 71.8% net occupancy rate, the highest in any one country in EU countries.

46. Interestingly, despite having the second most hotel bedrooms in Europe, Germany had a pretty low occupancy rate of 45.7% in 2019.

47. in 2021, europe became the region with the highest glamping market worldwide, with 35.11% of market share..

[Grand Review Research]

Glamping is an up-and-coming industry and Europe seems to be the leading world region in terms of market share (35.11%) .

48. In 2022, most hotel market sales in Europe were made online (77%), which represents a steady growth since 2017 and is expected to continue until 2027.

Online booking has an increasingly large role in hotel market sales in Europe, with 77% of sales in 2022 made online .

49. There are 1.4 million Airbnb Hosts in the EU, the highest number in any region in the world.

Out of the 1.4 million Airbnb Hosts in the EU , more than 1.1 million have just one listing.

50. The average EU Host on Airbnb earned just below €4,000 in 2022, which is equivalent to over two months additional pay for the median EU household.

Outbound tourism by europeans.

How many European tourists go on a trip each year?

51. Almost two out of every three Europeans went on a tourism trip in 2019, but the percentage decreased to 56% in 2021.

52. in 2021 compared with 2019, 14 % or 35 million fewer europeans made tourism trips., 53. around 70% of these trips were made within their own country..

In 2021, nearly 7 out of 10 European tourists made only domestic trips.

54. In terms of night spent, Spain and Italy were the most popular destinations for European tourists.

The most popular destinations for tourists from Europe are Spain and Italy, where they spent the highest number of nights in 2019.

55. For non-EU destinations, the United Kingdom, Turkey and the USA had been the top choices.

56. eu residents spent an average of €421 per trip in 2019..

The average EU resident would spend €421 per trip.

57. In 2019, EU residents made 1.1 billion trips that included overnight stays.

EU residents went on a total of 1.1 billion trips which included overnight stays to both domestic and international locations in 2019 alone.

58. The contribution of travel and tourism to Europe’s GDP fell significantly in 2020, from $2,191 billion, to roughly 50% of the number in 2019.

The average European solo traveler spends €285 for their flight and hotel .

59. The EU country that travels the most is Switzerland, with 82.2% of the population travelling in 2021.

Sweden is on fifth place, with 78% of its population participating in tourism in 2021.

Meanwhile, Ireland takes 8th place with 72.3% of the population travelling in 2021 .

60. On the other end of the spectrum, the country that participated the least in tourism in 2021 is Bulgaria (22.7% of population).

61. residents aged 65 or over represented 25% of the eu population aged 15 years or older, they accounted for only 17% of eu tourists..

Still, this 17% equals to a significant number of 36 million tourists.

Covid-19 and Europe’s tourism

How has the pandemic affected travel & tourism in Europe?

62. The contribution of travel and tourism to Europe’s GDP fell significantly in 2020, from $2,191 billion, to roughly 50% of the number in 2019.

Due to the recent pandemic, the total contribution from the travel and tourism industry to GDP in Europe decreased dramatically in 2020 from 2019.

63. Domestic tourism also fell from $1,167 billion in 2019 to $668 billion in 2020.

Domestic tourism expenditure in Europe decreased by roughly 43 percent in 2020 over the previous year, due to the impact of the coronavirus (COVID-19) pandemic.

64. International arrivals in Europe plummeted from over 746 million in 2019 to just about 236 million in 2020.

65. the number of international tourist arrivals dropped by 97% in april 2020 compared to april 2019. .

Travel to and from countries was restricted as the virus spread, resulting in a sharp drop in arrivals across the region.

66. In May 2021, international tourist arrivals have more than quadrupled since the same month in 2020.

However, this figure of 12.1 million arrivals is still much below the 64.2 million from May 2019.

Travel companies in Europe statistics

67. the 'package holidays' segment of the travel and tourism market in europe is expected to achieve a +1.66% growth in number of users between 2023 and 2027, reaching a record-high of 134.52 million users., 68. as of june 2023, oriental land co. ltd is the travel and leisure company with the largest market cap in europe, valued at 54.83 billion u.s. dollars..

Flutter Entertainment PLC and Evolution AB followed, each with a market capitalisation of roughly 27.76 billion U.S. dollars.

69. In Europe, Lufthansa became the airline which carried the highest number of travelers in 2022, with 101.8 million passengers in total.

Turkish Airlines was in second place, with a total of 71.8 million passengers in 2022.

As home to some of the world’s most popular tourist destinations, it will not be a surprise if tourism in this region only grows from now on.

While the recent Coronavirus pandemic has caused some major setbacks in terms of GDP and tourist arrivals in these countries, it does seem that things are looking brighter.

Once the world has recovered even more from this trying time, we believe that people looking for a getaway will look to visit various European destinations. As such, the number of domestic and international visitors will surely rise again soon.

We hope this post is thorough enough for you to learn more about tourism in Europe.

Can you think of other questions or aspects of Europe’s travel and tourism that we haven’t covered? Feel free to comment below!

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Travel, Tourism & Hospitality

• Change in monthly tourist arrivals in Europe 2020-2023, by region

In 2023, the number of international tourist arrivals in Europe nearly caught up with the figures reported before the impact of the COVID-19 pandemic, being six percent lower than in 2019. That said, this scenario changed significantly based on each region. For instance, while international arrivals in Southern/Mediterranean Europe exceeded pre-pandemic levels in October 2023, Central/Eastern Europe recorded a 25 percent decline in arrivals that month compared to October 2019.

Percentage change in monthly international tourist arrivals in Europe from 2020 to 2023, by region (compared to 2019)

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2020 to 2023

all figures compared to the same period of 2019

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Statistics on " Travel and tourism in Europe "

• International tourist arrivals worldwide 2019-2022, by subregion
• Travel and tourism's total contribution to GDP in Europe 2019-2034
• Distribution of travel and tourism expenditure in Europe 2019-2023, by type
• Distribution of travel and tourism expenditure in Europe 2019-2023, by tourist type
• Travel and tourism's total contribution to employment in Europe 2019-2034
• Leading European countries in the Travel & Tourism Development Index 2023
• International tourist arrivals in Europe 2006-2023
• International tourist arrivals in Europe 2010-2022, by region
• Monthly number of inbound tourist arrivals in Europe 2019-2024
• Inbound tourism visitor growth in Europe 2020-2025, by region
• International tourist arrival growth in European countries 2019-2023
• International tourism spending in Europe 2019-2034
• Number of domestic tourist trips in EU-27 countries and the UK 2018-2021
• Number of domestic arrivals in tourist accommodation in the EU 2011-2022
• Domestic tourism spending in Europe 2019-2034
• Domestic tourism spending in EU-27 countries and the UK 2019-2022
• Share of Europeans planning to take a domestic summer trip 2024, by country
• Outbound tourism visitor growth worldwide 2020-2025, by region
• Outbound visitor growth in Europe 2020-2025, by region
• Number of outbound trips from EU-27 countries and the UK 2018-2021
• European countries with the highest outbound tourism expenditure 2019-2022
• Travel intentions of Europeans in the next six months 2024, by destination
• Share of Europeans planning to travel domestically or in Europe 2023-2024
• Europeans planning domestic or European trips in the next six months 2024, by age
• Europeans planning leisure domestic or European trips 2024, by trip type
• European travelers' favorite destinations for their next European trip 2024
• Number of tourist accommodation establishments in the EU 2012-2022
• Number of overnight stays in tourist accommodation establishments in the EU 2011-2022
• Hotel market revenue in Europe 2017-2028
• Hotel market revenue in Europe 2017-2028, by region
• Share of hotel market sales in Europe 2017-2028, by channel
• Estimated EV/EBITDA ratio in the online travel market 2024, by segment
• Market capitalization of leading travel and leisure companies in Europe 2024
• Leading airlines in Europe based on passenger numbers 2022
• Travel and tourism revenue in Europe 2019-2029, by segment
• Number of users of package holidays in Europe 2020-2029
• Number of users of hotels in Europe 2020-2029
• Number of users of vacation rentals in Europe 2020-2029
• Revenue of travel and tourism market in selected countries worldwide 2023

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• Basic Statistic Number of international tourist arrivals worldwide 2005-2023, by region
• Premium Statistic International tourist arrivals worldwide 2019-2022, by subregion
• Basic Statistic Travel and tourism's total contribution to GDP in Europe 2019-2034
• Basic Statistic Distribution of travel and tourism expenditure in Europe 2019-2023, by type
• Basic Statistic Distribution of travel and tourism expenditure in Europe 2019-2023, by tourist type
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• Basic Statistic Travel and tourism's total contribution to employment in Europe 2019-2034
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Inbound tourism

• Premium Statistic International tourist arrivals in Europe 2006-2023
• Premium Statistic International tourist arrivals in Europe 2010-2022, by region
• Premium Statistic European countries with the highest number of inbound tourist arrivals 2019-2023
• Basic Statistic Monthly number of inbound tourist arrivals in Europe 2019-2024
• Basic Statistic Change in monthly tourist arrivals in Europe 2020-2023, by region
• Premium Statistic Inbound tourism visitor growth in Europe 2020-2025, by region
• Premium Statistic International tourist arrival growth in European countries 2019-2023
• Basic Statistic International tourism spending in Europe 2019-2034

Domestic tourism

• Premium Statistic Number of domestic tourist trips in EU-27 countries and the UK 2018-2021
• Basic Statistic Number of domestic arrivals in tourist accommodation in the EU 2011-2022
• Basic Statistic Domestic tourism spending in Europe 2019-2034
• Basic Statistic Domestic tourism spending in EU-27 countries and the UK 2019-2022
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Outbound tourism

• Premium Statistic Outbound tourism visitor growth worldwide 2020-2025, by region
• Premium Statistic Outbound visitor growth in Europe 2020-2025, by region
• Premium Statistic Number of outbound trips from EU-27 countries and the UK 2018-2021
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European travelers

• Premium Statistic Travel intentions of Europeans in the next six months 2024, by destination
• Premium Statistic Share of Europeans planning to travel domestically or in Europe 2023-2024
• Premium Statistic Europeans planning domestic or European trips in the next six months 2024, by age
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Accommodation

• Basic Statistic Number of tourist accommodation establishments in the EU 2012-2022
• Basic Statistic Number of overnight stays in tourist accommodation establishments in the EU 2011-2022
• Premium Statistic Hotel market revenue in Europe 2017-2028
• Premium Statistic Hotel market revenue in Europe 2017-2028, by region
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Travel companies

• Basic Statistic Market cap of leading online travel companies worldwide 2023
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• Premium Statistic Market capitalization of leading travel and leisure companies in Europe 2024
• Premium Statistic Leading airlines in Europe based on passenger numbers 2022
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• Premium Statistic Number of users of package holidays in Europe 2020-2029
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International Tourism to Reach Pre-Pandemic Levels in 2024

• All Regions
• 19 Jan 2024

Following a strong 2023, international tourism is well on track to return to pre-pandemic levels in 2024.

According to the first UNWTO World Tourism Barometer of the year, international tourism ended 2023 at 88% of pre-pandemic levels , with an estimated 1.3 billion international arrivals . The unleashing of remaining pent-up demand, increased air connectivity, and a stronger recovery of Asian markets and destinations, are expected to underpin a full recovery by the end of 2024.

Middle East, Europe and Africa performed strongest in 2023

The latest UNWTO World Tourism Barometer provides a comprehensive overview of the sector's performance in 2023, tracking recovery by global region, sub-region and destination. Key takeaways include:

• The Middle East led recovery in relative terms as the only region to overcome pre-pandemic levels with arrivals 22% above 2019.
• Europe , the world's most visited region, reached 94% of 2019 levels, supported by intra-regional demand and travel from the United States.
• Africa recovered 96% of pre-pandemic visitors and Americas reached 90%.
• Asia and the Pacific reached 65% of pre-pandemic levels following the reopening of several markets and destinations. However, performance is mixed, with South Asia already recovering 87% of 2019 levels and North-East Asia around 55%. 

International Tourist Arrivals (% change over 2019)

Available data shows several destinations, including both large, established destinations as well as small and emerging ones, reporting double-digit growth in international arrivals in 2023 when compared to 2019. Four sub-regions exceeded their 2019 arrival levels: Southern Mediterranean Europe, Caribbean, Central America and North Africa.

UNWTO Secretary-General Zurab Pololikashvili says: "The latest UNWTO data underscores tourism's resilience and rapid recovery, with pre-pandemic numbers expected by the end of 2024. The rebound is already having a significant impact on economies, jobs, growth and opportunities for communities everywhere. These numbers also recall the critical task of progressing sustainability and inclusion in tourism development"

International tourism hit US$1.4 trillion in 2023

The latest UNWTO data also highlights the economic impact of recovery.

• International tourism receipts reached USD 1.4 trillion in 2023 according to preliminary estimates, about 93% of the USD 1.5 trillion earned by destinations in 2019.
• Total export revenues from tourism (including passenger transport) are estimated at USD 1.6 trillion in 2023, almost 95% of the USD 1.7 trillion recorded in 2019.
• Preliminary estimates on the economic contribution of tourism, measured in tourism direct gross domestic product (TDGDP) point to USD 3.3 trillion in 2023, or 3% of global GDP. This indicates a recovery of pre-pandemic TDGDP driven by strong domestic and international tourism.

Several destinations reported strong growth in international tourism receipts during the first ten to twelve months of 2023, exceeding in some cases growth in arrivals. Strong demand for outbound travel was also reported by several large source markets this period, with many exceeding 2019 levels.

The sustained recovery is also reflected in the performance of industry indicators. According to the UNWTO Tourism Recovery Tracker, both international air capacity and passenger demand recovered about 90% of pre-pandemic levels through October 2023 (IATA). Global occupancy rates in accommodation establishments reached 65% in November, slightly above 62% in November 2022 (based on STR data).

Looking Ahead to 2024

International tourism is expected to fully recover pre-pandemic levels in 2024, with initial estimates pointing to 2% growth above 2019 levels. This central forecast by UNWTO remains subject to the pace of recovery in Asia and to the evolution of existing economic and geopolitical downside risks.  

The positive outlook is reflected in the latest UNWTO Tourism Confidence Index survey, with 67% of tourism professionals indicating better or much better prospects for 2024 compared to 2023. Some 28% expect similar performance, while only 6% expect tourism performance in 2024 to be worse than last year. Key considerations include:

• There is still significant room for recovery across Asia. The reopening of several source markets and destinations will boost recovery in the region and globally.
• Chinese outbound and inbound tourism is expected to accelerate in 2024, due to visa facilitation and improved air capacity. China is applying visa-free travel for citizens of France, Germany, Italy, the Netherlands, Spain and Malaysia for a year to 30 November 2024.
• Visa and travel facilitation measures will promote travel to and around the Middle East and Africa with the Gulf Cooperation Council (GCC) countries to implement a unified tourist visa, similar to the Schengen visa, and measures to facilitate intra-African travel in Kenya and Rwanda.
• Europe is expected to drive results again in 2024. In March, Romania and Bulgaria will join the Schengen area of free movement, and Paris will host the Summer Olympics in July and August.
• Strong travel from the United States, backed by a strong US dollar, will continue to benefit destinations in the Americas and beyond. As in 2023, robust source markets in Europe, the Americas and the Middle East, will continue to fuel tourism flows and spending around the world.
• Economic and geopolitical headwinds continue to pose significant challenges to the sustained recovery of international tourism and confidence levels. Persisting inflation, high interest rates, volatile oil prices and disruptions to trade can continue to impact transport and accommodations costs in 2024.
• Against this backdrop, tourists are expected to increasingly seek value for money and travel closer to home. Sustainable practices and adaptability will also play an increasing role in consumer choice. 
• Staff shortages remain a critical issue, as tourism businesses face a shortfall in labor to cope with high demand.
• The evolution of the Hamas-Israel conflict may disrupt travel in the Middle East and impact traveler confidence. Uncertainty derived from the Russian aggression against Ukraine as well as other mounting geopolitical tensions, continue to weigh on confidence.

Related links

• Download the News Release on PDF
• World Tourism Barometer | EXCERPT | Volume 22 • Issue 1 • January 2024
• World Tourism Barometer | PPT Version | Volume 22 • Issue 1 • January 2024
• UNWTO Tourism Recovery Tracker
• UNWTO World Tourism Barometer
• UNWTO Tourism Data Dashboard

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