Europe is set to be the frontrunner in the global tourism industry’s recovery from the Covid-19 pandemic, according to new reports by the International Air Transport Association (IATA) and UN Tourism. The region’s travel sector has not only bounced back but surpassed pre-pandemic levels in some key metrics. By the end of the third quarter of 2024, Europe’s tourist arrivals had exceeded 2019 figures by 1%, marking a significant milestone in the industry’s recovery.
Globally, tourism has surged to 98% of pre-pandemic levels, with more than half (60 out of 111) of the world’s major tourist destinations surpassing 2019 arrival numbers. Notably, countries in the Middle East, such as Qatar (+141%) and Saudi Arabia (+61%), have experienced impressive growth in arrivals. Meanwhile, the Asia-Pacific region, although rebounding, is seeing a more gradual recovery.
The growth in tourism is not just limited to arrivals; receipts from tourism have also increased. Data shows that 35 out of 43 countries for which tourism receipts data is available have exceeded their pre-pandemic revenue levels. This strong financial return highlights the growing resilience of the tourism sector.
Europe’s Dominance in the Recovery
Europe’s remarkable recovery is attributed to a combination of factors, including surging intra-European demand and improved connectivity. Passenger revenue kilometers in Europe are up by 8.7%, outpacing the global growth rate by 1.6%. Southern European countries, in particular, have emerged as top performers in terms of both arrivals and spending.
The UK has seen a 43% increase in tourism receipts in 2024, according to UN Tourism, placing it at the top for spending growth. Romania has also performed exceptionally well, with tourism receipts rising by 61%. Spain and France continue to lead in overall performance, with tourism receipts up by 36% and 27%, respectively. France, notably, remains the world’s most visited country, reinforcing its status as a top global destination.
Portugal stands out with a 51% boost in tourism receipts over the past five years. UN Tourism credits the country’s marketing strategies and efforts to position itself as an unmissable destination for this surge in spending.
The Balkan Surge
The Balkan region is also experiencing a remarkable increase in tourist arrivals. Serbia, known for its vibrant gastronomic scene and rich heritage, has seen an impressive 99% rise in visitors. Albania, with its untouched landscapes and outdoor attractions, has recorded a 77% increase in arrivals. Andorra, too, has experienced a 36% rise, driven by its appeal for outdoor activities and natural beauty.
A Positive Outlook for the Global Economy
UN Tourism Secretary-General Zurab Pololikashvili highlighted the economic importance of these trends: “The strong growth in tourism receipts is excellent news for economies around the world. Visitor spending is outpacing the rise in arrivals, positively impacting millions of jobs, small businesses, and contributing significantly to national tax revenues and balance of payments.”
With this solid rebound in tourism, experts predict that the sector will fully recover by 2025, continuing to be a crucial driver of global economic growth.
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