Saturday | January 25, 2025
Do airport security lines seem to stretch endlessly, or are you finding yourself booking hotels far earlier than before? You’re not imagining it. According to the United Nations World Tourism Organization (UNWTO), global tourism has roared back to life post-pandemic.
In 2024, approximately 1.4 billion people traveled internationally—an impressive 99% of the total from 2019, the last full pre-pandemic year. Tourists spent a staggering $1.9 trillion collectively, averaging over $1,000 per traveler.
So, where did they go? Europe was the top destination, welcoming 747 million tourists in 2024, per the UNWTO. This achievement is even more remarkable given the impact of the ongoing war in Ukraine, which deterred travel to parts of the region. France led the way as the world’s most-visited country, attracting 100 million visitors. Close behind was Spain, with 98 million tourists.
“2024 was an exceptional year for French tourism, promising great things for 2025!” declared Atout France, the country’s national tourism board. The agency highlighted several key events that drew travelers, including the 2024 Summer Olympics, the reopening of Paris’ iconic Notre Dame Cathedral, and the 80th anniversary of the D-Day landings in Normandy.
Elsewhere, Asia and the Pacific hosted 316 million tourists in 2024, while the Americas saw 213 million visitors. The Middle East welcomed 95 million, and Africa attracted 74 million. Antarctica’s tourism data was not reported.
Small countries, big gains
The usual big players in global tourism weren’t the only ones experiencing surges in visitor numbers in 2024. Several smaller and emerging destinations also enjoyed significant gains.
In the Middle East, Qatar saw an astonishing 137% increase in tourist arrivals. This growth was largely attributed to the country’s strategic investments in infrastructure and hospitality. Qatar Airways earned the title of the world’s best airline in 2024, while Doha’s Hamad International Airport was named the world’s best airport. These accolades, combined with enhanced cultural and recreational offerings, positioned Qatar as a rising star in global tourism.
Other smaller countries also celebrated major tourism wins. Andorra, the tiny microstate nestled on the France-Spain border, saw a boost in visitors drawn by its unique mix of natural beauty and tax-free shopping. The Dominican Republic continued to shine as a favorite in the Caribbean, while Kuwait, Albania, and El Salvador gained traction as emerging destinations with growing international appeal.
However, the return of mass tourism also reignited tensions in some of the world’s most popular destinations. In Spain, which remained the second most-visited country globally, 2024 was marked by significant anti-tourism sentiment. Incidents included Barcelona residents using water pistols to deter tourists, proposals in Seville to impose entry fees, and widespread protests across the Canary Islands.
Italy, experiencing a 23% year-over-year growth in tourism, grappled with its own challenges. In Venice and Florence, large tour groups were banned to mitigate overtourism’s impact on historic city centers. Across the country, various measures were introduced to manage crowds and preserve local culture, such as banning night swimming, implementing “stoplight” systems to signal overcrowded areas, and prohibiting early reservations of prime beach spots using umbrellas.
In its annual report, the UNWTO acknowledged the challenges that come with the rebound in tourism. Its panel of experts emphasized that “balancing growth and sustainability will be critical in 2025,” urging travelers and governments alike to consider exploring and promoting lesser-known destinations.
Even France, which celebrated its position as the world’s most-visited country, struck a cautious tone. Atout France stated its long-term ambition “to make France the world’s leading destination for sustainable tourism,” underscoring the importance of aligning growth with ecological and cultural preservation.
As the global tourism industry continues to recover, the balancing act between encouraging growth and protecting destinations will be a central theme for the years ahead.