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World Tourism Barometer: January 2024

International Tourism to end 2023 close to 90% of Pre-pandemic levels

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 (UNWTO Tourism Barometer January 2024 – Press Release) .

An estimated 1286 million international tourists (overnight visitors) were recorded around the world in 2023, an increase of 34% over 2022. International tourism recovered 88% of pre-pandemic levels, supported by strong pent-up demand (UNWTO Tourism Barometer January 2024-Excerpt) .

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 (UNWTO Tourism Barometer January 2024 – Press Release) .  

Asia and the Pacific reached 65% of pre-pandemic levels, with a gradual recovery since the start of 2023 following the reopening of several markets and destinations. However, performance among subregions were mixed, with South Asia recovering 87% of pre-pandemic levels and North-East Asia, 55% (UNWTO Tourism Barometer January 2024-Excerpt) .

There is still significant room for recovery across Asia. The recent reopening of several source markets and destinations is expected to boost recovery in the region and globally (UNWTO Tourism Barometer January 2024- Excerpt) .

Read more on the UNWTO Tourism Barometer (January 2024 excerpt) here .

About the UNWTO World Tourism Barometer

The UNWTO World Tourism Barometer is a publication of the World Tourism Organization (UNWTO) that monitors short-term tourism trends regularly to provide global tourism stakeholders with up-to-date analysis of international tourism. The information is updated several times a year and includes an analysis of the latest data on tourism destinations (inbound tourism) and source markets (outbound tourism). The Barometer also includes three times a year Confidence Index based on the UNWTO Panel of Tourism Experts survey, which provides an evaluation of recent performance and short-term prospects for international tourism.

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International tourism reached 97% of pre-pandemic levels in the first quarter of 2024

International tourist arrivals reached 97% of pre-pandemic levels in the first quarter of 2024. According to UN Tourism, more than 285 million tourists travelled internationally in January-March, about 20% more than the first quarter of 2023, underscoring the sector’s near-complete recovery from the impacts of the pandemic.

In 2023 international tourist arrivals recovered 89% of 2019 levels and export revenues from tourism 96%, while direct tourism GDP reached the same levels as in 2019.

UN Tourism’s projection for 2024 points to a full recovery of international tourism with arrivals growing 2% above 2019 levels. In line with this, the newest data released by the UN specialized agency for tourism show that:

Yet it also recalls the need to ensure adequate tourism policies and destination management, aiming to advance sustainability and inclusion, while addressing the externalities and impact of the sector on resources and communities

• The Middle East  saw the strongest relative growth, with international arrivals exceeding by 36% pre-pandemic levels in Q1 2024, or 4% above Q1 2023. This follows an extraordinary performance in 2023, when the Middle East became the first world region to recover pre-pandemic numbers (+22%).
• Europe , the world’s largest destination region, exceeded pre-pandemic levels in a quarter for the first time (+1% from Q1 2019). The region recorded 120 million international tourists in the first three months of the year, backed by robust intra-regional demand.
• Africa  welcomed 5% more arrivals in the first quarter of 2024 than in Q1 2019, and 13% more than in Q1 2023.
• The Americas  practically recovered pre-pandemic numbers this first quarter, with arrivals reaching 99% of 2019 levels.
• International tourism is experiencing a rapid recovery in  Asia and the Pacific  where arrivals reached 82% of pre-pandemic levels in Q1 2024, after recovering 65% in the year 2023.

UN Tourism Secretary-General Zurab Pololikashvili said: “The recovery of the sector is very welcome news for our economies and the livelihoods of millions. Yet it also recalls the need to ensure adequate tourism policies and destination management, aiming to advance sustainability and inclusion, while addressing the externalities and impact of the sector on resources and communities”.

By subregions, North Africa saw the strongest performance in Q1 2024 with 23% more international arrivals than before the pandemic, followed by Central America (+15%), the Caribbean and Western Europe (both +7%). Southern Mediterranean Europe exceeded pre-pandemic levels by 1%, while South America virtually reached 2019 levels.  Northern Europe recovered 98% of pre-pandemic levels, while Subsaharan Africa and North America both recovered 95%.

According to available data, many destinations across the world continued to achieve strong results in Q1 2024, including Qatar (+177% versus Q1 2019), Albania (+121%), Saudi Arabia (+98%), El Salvador (+90%), Tanzania (+53%), Curaçao (+45%), Serbia (+43%), Turks and Caicos (+42%), Guatemala (+41%) and Bulgaria (+38%).

The robust performance of international tourism can also be seen in the UN Tourism Confidence Index which reached 130 points (on a scale of 0 to 200) for the period January-April, above the expectations (122) expressed for this period in mid-January.

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USA Ranks No. 1 On Index Of Top Countries For Tourism

The World Economic Forum (WEF) recently named the United States as 2023’s top country for tourism . 

Although it might surprise some, the source noted that America “retained its top spot.” Meanwhile, there were seven European countries listed in the top 10, and other countries in the mix were Japan, Australia, and China.

WEF’s Travel & Tourism Development Index created the criteria and ranked 119 countries. The rankings were based on 17 pillars, and, more specifically, 102 individual indicators. Some of the main pillars considered were a country’s health and hygiene, infrastructure, and safety and security . The index also looked at a nation’s resources, socioeconomic sustainability, labor availability, and transportation.

The index additionally analyzed a country’s openness to travel and tourism, travel and tourism’s prioritization, and the status of its competitive pricing. The report detailed that the competitive pricing pillar “measures how costly it is to travel or operate in a country.”

What Is The Current State Of Global Tourism? 

WEF predicts 2024 will see “pre-pandemic levels” of international tourist arrivals. 

Various portions of the index’s report outline the results by global regions. The source found that “Sub-Saharan Africa has seen the most movement [up the index] in its score since 2019.” However, the region’s score still ranked lowest in comparison to other global regions. Notably, the leading African country, South Africa , ranked 55th on the list.

Nineteen, of the index’s top 30 are in Europe, and seven are in the Asian Pacific. Out of that group, 26 of those countries are considered “high income.”

“These countries benefit from favorable business environments and labor markets, open travel policies, advanced technology adoption, excellent transport and tourism infrastructure, and rich natural, cultural, and non-leisure attractions,” noted WEF.

See the list of WEF’s 2024 Top 10 Countries for Tourism below.

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Global tourism expected this year to overcome 2019 pre-Covid level; China the leading spender

International tourist arrivals during 2023 recovered 89% of 2019 levels and 97% in the first quarter of 2024, points out the World Tourism Barometer while projections for the whole of 2024 point to a full recovery of international tourism, with arrivals growing 2% above 2019 levels. The reasons have been a strong global demand, enhanced air connectivity, and the recovery of China and other major Asian markets.

 Total export revenues from international tourism, including both receipts and passenger transport, reached an estimated US$ 1.7 trillion in 2023, about 96% of pre-pandemic levels in real terms. Tourism direct GDP recovered pre-pandemic levels in 2023, reaching an estimated US$ 3.3 trillion, equivalent to 3% of global GDP.

Chinese expenditure on travel abroad reached US$196.5 billion in 2023, ahead of the United States, US$ 150bn; Germany, US$ 112bn; UK, US$ 110bn; and France with US$ 49bn. Making the top ten spenders last year are Canada, Italy, India, Russia and Republic of Korea. India rose to 8th place from 14th in 2019 and Italy from 10th to 7th.

France consolidated its position as the world’s most visited destination in 2023 with 100 million international tourist arrivals. Spain was second with 85 million, followed by the United States (66 million), Italy (57 million) and Türkiye, which closed the top five with 55 million international tourists.

Completing the top ten most visited destinations in 2023 are Mexico, the United Kingdom, Germany, Greece and Austria. Compared to before the pandemic, Italy, Türkiye, Mexico, Germany and Austria all rose one position, while the United Kingdom rose from 10th to 7th and Greece from 13th to 9th.

On international tourism receipts, the ranking is led by the United States, earning US$ 176bn in 2023, followed by Spain, US$ 92bn; UK, US$ 74bn; France, 69bn and Italy, US$ 56bn. Following the above, destinations earning the most from international tourism in 2023 include the United Arab Emirates, Türkiye, Australia, Canada, Japan, Germany, Saudi Arabia, Macao (China), India and Mexico which complete the top 15 list of tourism earners.

Upward movements in the ranking among the top earners include the UK jumping to the 3rd position from 5th pre-pandemic, the United Arab Emirates from 13th to 6th, Türkiye from 12th to 7th, Canada from 15th to 9th, Saudi Arabia from 27th to 12th, and Mexico from 17th to 15th. Croatia (from 32nd to 25th), Morocco (from 41st to 31st) and the Dominican Republic (43rd to 34th) also moved up in the Top 50 ranking by receipts in 2023, as did Qatar (from 51st to 37th) and Colombia (50th to 44th).

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China has recovered its position as top spender on international tourism in 2023 as Asia and the Pacific consolidates its recovery from the impacts of the pandemic. In 2022, the list of top spenders was headed by the United States. France, Spain and USA took the top spots for most-visited destinations.

Top Tourism Spenders in 2023 

Chinese expenditure on travel abroad reached USD 196.5 billion in 2023, ahead of the United States (USD 150 billion), Germany (USD 112 billion), the United Kingdom (USD 110 billion) and France (USD 49 billion). Making up the top ten spenders for 2023 are Canada, Italy, India, the Russian Federation and the Republic of Korea. India jumped to 8th place, from 14th in 2019, confirming the growing importance of the country as a source market, while Italy rose from 10th to 7th position. 

Top in arrivals and receipts: France, Spain and USA consolidate their positions 

France consolidated its position as the world’s most visited destination in 2023 with 100 million international tourist arrivals. Spain was second with 85 million, followed by the United States (66 million), Italy (57 million) and Türkiye, which closed the top five with 55 million international tourists.  

Completing the top ten most visited destinations in 2023 are Mexico, the United Kingdom, Germany, Greece and Austria. Compared to before the pandemic, Italy, Türkiye, Mexico, Germany and Austria all rose one position, while the United Kingdom rose from 10th to 7th and Greece from 13th to 9th. 

On the side on international tourism receipts, the ranking is led by the United States, earning USD 176 billion in 2023, followed by Spain (USD 92 billion), the United Kingdom (USD 74 billion), France (USD 69 billion) and Italy (USD 56 billion). 

Following the above, destinations earning the most from international tourism in 2023 include the United Arab Emirates, Türkiye, Australia, Canada, Japan, Germany, Saudi Arabia, Macao (China), India and Mexico which complete the top 15 list of tourism earners.  

Upward movements in the ranking among the top earners include the UK jumping to the 3rd position from 5th pre-pandemic, the United Arab Emirates from 13th to 6th, Türkiye from 12th to 7th, Canada from 15th to 9th, Saudi Arabia from 27th to 12th, and Mexico from 17th to 15th.  

Croatia (from 32nd to 25th), Morocco (from 41st to 31st) and the Dominican Republic (43rd to 34th) also moved up in the Top 50 ranking by receipts in 2023, as did Qatar (from 51st to 37th) and Colombia (50th to 44th). 

Looking ahead to a full recovery globally in 2024 

As per the latest World Tourism Barometer , in 2023 international tourist arrivals recovered 89% of 2019 levels and 97% in Q1 2024. UN Tourism’s projection for 2024 points to a full recovery of international tourism with arrivals growing 2% above 2019 levels, backed by strong demand, enhanced air connectivity and the continued recovery of China and other major Asian markets. 

Total export revenues from international tourism, including both receipts and passenger transport, reached an estimated USD 1.7 trillion in 2023, about 96% of pre-pandemic levels in real terms. Tourism direct GDP recovered pre-pandemic levels in 2023, reaching an estimated USD 3.3 trillion, equivalent to 3% of global GDP. 

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Now boarding: Faces, places, and trends shaping tourism in 2024

After falling by 75 percent in 2020, travel is on its way to a full recovery by the end of 2024. Domestic travel is expected to grow 3 percent annually and reach 19 billion lodging nights per year by 2030. 1 Unless otherwise noted, the source for all data and projections is Oxford Economics. Over the same time frame, international travel should likewise ramp up to its historical average of nine billion nights. Spending on travel is expected to follow a similar trajectory, with an estimated $8.6 trillion in traveler outlays in 2024, representing roughly 9 percent of this year’s global GDP.

About the authors

This article is a collaborative effort by Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann , with Ivan Gladstone and Jasperina de Vries, representing views from McKinsey’s Travel, Logistics & Infrastructure Practice.

There’s no doubt people still love to travel and will continue to seek new experiences in new places. But where will travelers come from, and where will they go? We developed a snapshot of current traveler flows, along with estimates for growth through 2030. For the purposes of this report, we have divided the world into four regions—the Americas, Asia, Europe, and the Middle East and Africa.

Our analysis identifies three major themes for industry stakeholders to consider:

• The bulk of travel spending is close to home. Stakeholders should ensure they capture the full potential of domestic travel before shifting their focus to international travelers. And they should start with international travelers who visit nearby countries—as intraregional trips represent the largest travel segment after domestic trips.
• Source markets are shifting. Although established source markets continue to anchor global travel, Eastern Europe, India, and Southeast Asia are all becoming fast-growing sources of outbound tourism.
• The destinations of the future may not be the ones you imagine. Alongside enduring favorites, places that weren’t on many tourists’ maps are finding clever ways to lure international travelers and establish themselves as desirable destinations.

The bulk of travel spending is close to home

International travel might feel more glamorous, but tourism players should not forget that domestic travel still represents the bulk of the market, accounting for 75 percent of global travel spending (Exhibit 1). Domestic travel recovered from the COVID-19 pandemic faster than international travel, as is typical coming out of downturns. And although there has been a recent boom in “revenge travel,” with travelers prioritizing international trips that were delayed by the pandemic, a return to prepandemic norms, in which domestic travel represents 70 percent of spending, is expected by 2030.

The United States is the world’s largest domestic travel market at $1 trillion in annual spending. Sixty-eight percent of all trips that start in the United States remain within its borders. Domestic demand has softened slightly, as American travelers return abroad. 2 Dawit Habtemariam, “Domestic U.S. tourism growth levels off as Americans head overseas,” Skift, August 18, 2023. But tourism players with the right offerings are still thriving: five national parks broke attendance records in 2023 (including Joshua Tree National Park, which capitalized on growing interest from stargazers indulging in “dark sky” tourism 3 Scott McConkey, “5 national parks set attendance records in 2023, and the reasons may surprise you,” Wealth of Geeks, April 16, 2024. ).

China’s $744 billion domestic travel market is currently the world’s second largest. Chinese travelers spent the pandemic learning to appreciate the diversity of experiences on offer within their own country. Even as borders open back up, Chinese travelers are staying close to home. And domestic destinations are benefiting: for example, Changchun (home to the Changchun Ice and Snow Festival) realized 160 percent year-on-year growth in visitors in 2023. 4 Shi Xiaoji, “Why don’t Chinese people like to travel abroad anymore? The global tourism industry has lost 900 billion yuan. What is the situation?,” NetEase, February 12, 2024. In 2024, domestic travel during Lunar New Year exceeded prepandemic levels by 19 percent.

China’s domestic travel market is expected to grow 12 percent annually and overtake the United States’ to become the world’s largest by 2030. Hotel construction reflects this expectation: 30 percent of the global hotel construction pipeline is currently concentrated in China. The pipeline is heavily skewed toward luxury properties, with more than twice as many luxury hotels under construction in China as in the United States.

India, currently the world’s sixth-largest domestic travel market by spending, is another thriving area for domestic travel. With the subcontinent’s growing middle class powering travel spending growth of roughly 9 percent per year, India’s domestic market could overtake Japan’s and Mexico’s to become the world’s fourth largest by 2030. Domestic air passenger traffic in India is projected to double by 2030, 5 Murali Krishnan, “Can India’s airports cope with rapid passenger growth?,” Deutsche Welle, February 7, 2024. boosted in part by a state-subsidized initiative that aims to connect underserved domestic airports. 6 “India is seeing a massive aviation boom,” Economist , November 23, 2023.

When travelers do go abroad, they often stay close to home (Exhibit 2).

Europe and Asia, in particular, demonstrate strong and growing intraregional travel markets.

Recognizing this general trend, stakeholders have been funneling investment toward regional tourism destinations. An Emirati wealth fund, for instance, has announced its intent to invest roughly $35 billion into established hospitality properties and development opportunities in Egypt. 7 Michael Gunn and Mirette Magdy, “UAE’s $35 billion Egypt deal marks Gulf powers’ buying spree,” Bloomberg, April 27, 2024.

Europe has long played host to a high share of intraregional travel. Seventy percent of its travelers’ international trips stay within the region. Europe’s most popular destinations for intraregional travelers are perennial warm-weather favorites—Spain (18 percent), Italy (10 percent), and France (8 percent)—with limited change to these preferences expected between now and 2030.

Despite longer travel distances between Asian countries, Asia’s intraregional travel market is beginning to resemble Europe’s. Intraregional travel currently accounts for about 60 percent of international trips in Asia—a share expected to climb to 64 percent by 2030. As in Europe in past decades, Asian intraregional travel is benefiting from diminishing visa barriers and the development of a low-cost, regional flight network.

Thailand is projected to enjoy continued, growing popularity with Asian travelers. Thailand waived visa requirements for Chinese tourists in 2023 and plans to do the same for Indian tourists starting in 2024. It has aggressively targeted the fast-growing Indian traveler segment, launching more than 50 marketing campaigns directed at Indians over the past decade. The investment may be paying off: Bangkok recently overtook Dubai as the most popular city destination for Indian tourists. 8 “Bangkok overtakes Dubai as top destination for Indians post visa relaxation, reveals Agoda,” PR Newswire, January 18, 2024.

A McKinsey ConsumerWise survey on consumer sentiment, conducted in February 2024, suggests that Chinese travelers are also exhibiting high interest in international travel, with 36 percent of survey respondents indicating that they intend to spend more on international travel in the next three months. 9 Daniel Zipser, “ China brief: Consumers are spending again (outside of China) ,” McKinsey, April 8, 2024. Much of this interest is directed toward regional destinations such as Southeast Asia and Japan, with interest in travel to Europe down from previous years. 10 Guang Chen, Zi Chen, Steve Saxon, and Jackey Yu, “ Outlook for China tourism 2023: Light at the end of the tunnel ,” McKinsey, May 9, 2023.

Given travelers’ preference for proximity, how can tourism stakeholders further capitalize on domestic and intraregional travel demand? Here are a few strategies:

• Craft offerings that encourage domestic tourists to rediscover local gems. Destinations, hotels, and transportation providers can encourage domestic tourists to integrate lesser-known cultural landmarks into their trips to visit friends and relatives. In France, the upscale hotel chain Relais & Châteaux markets historic properties that lie far from classic tourist sights—such as Château Saint-Jean in rural Auvergne—as a welcome escape from the bustle of Paris. In Mexico, the Pueblos Mágicos program has successfully boosted domestic tourist visits to a set of “magical towns” that showcase Mexican heritage.
• Fold one-off domestic destinations into fuller itineraries. Route 66 in the United States is a classic road trip pathway, which spurs visits to attractions all along the highway’s length. Tourism stakeholders can collaborate to create similar types of domestic itineraries around the world. For instance, Mexico has expanded on its Pueblos Mágicos concept by branding coordinated visits to multiple villages as “magical routes.” In France, local tourism boards and vineyards have collaborated to promote bucket list “wine routes” around the country.
• Make crossing borders into neighboring countries seamless. Removing logistical barriers to travel can nudge tourists to upgrade a one-off trip to a single attraction into a bucket list journey across multiple, less-trodden destinations. In Africa, for example, Ethiopian Airlines is facilitating cross-border travel to major regional tourist sites through improved air connectivity. In Asia, Thailand has announced its intent to create a joint visa easing travel among Cambodia, Laos, Malaysia, Myanmar, Thailand, and Vietnam.

Source markets are shifting

The United States, Germany, the United Kingdom, China, and France remain the world’s five largest sources of travelers, in that order. These countries collectively accounted for 38 percent of international travel spending in 2023 and are expected to remain the top five source markets through 2030. But interest in travel is blossoming in other parts of the world—causing a shift in the balance of outbound travel flows (Exhibit 3).

North Americans’ travel spending is projected to hold steady at roughly 3 percent annual growth. US consumers voice growing concerns about inflation, and the most cost-constrained traveler segments are reducing travel, which is affecting ultra-low-cost airlines and budget hotels. Most travelers, however, plan to continue traveling: McKinsey research suggests that American consumers rank international and domestic travel as their highest-priority areas for discretionary spending. Instead of canceling their trips, these consumers are adapting their behavior by traveling during off-peak periods or booking travel further in advance. Travel spending by Europeans paints a slightly rosier picture, with roughly 5 percent projected annual growth. Meanwhile, the projected 12 percent annual growth in Chinese travelers’ spending should anchor substantial increases in travel spending across Northeast Asia.

Alongside these enduring traveler segments, new groups of travelers are emerging. Eastern Europe, India, and Southeast Asia are still comparatively small source markets, but they are developing fast-growing pools of first-time tourists (Exhibit 4).

India’s breakneck GDP growth of 6 percent year over year is bolstering a new generation of travelers, 11 Benjamin Laker, “India will grow to become the world’s third-largest economy by 2027,” Forbes , February 23, 2024. resulting in a projected annual growth in travel spending of 9 percent between now and 2030. Indian air carriers and lodging companies are making substantial investments to meet projected demand. Budget airline IndiGo placed the largest aircraft order in commercial aviation history in 2023, when it pledged to buy 500 Airbus A320 planes 12 Anna Cooban, “Biggest plane deal in history: Airbus clinches massive order from India’s IndiGo,” CNN, June 19, 2023. ; that same week, Air India nearly equaled IndiGo’s order size with purchase agreements for 250 Airbus and 220 Boeing jets. IndiGo later added an order for 30 additional Airbus A350 planes, well suited to serving both domestic and international routes. 13 “Airbus confirms IndiGo's A350 aircraft order,” Economic Times , May 6, 2024. The Indian Hotels Company Limited is ramping up its hotel pipeline, aiming to open two new hotels per month in the near future. International players are not sitting on the sidelines: seven hotel chains are launching new brands in India in 2024, 14 Peden Doma Bhutia, “Indian Hotels expansion plans: 2 new brands launching, 2 hotels opening every month,” Skift, February 2, 2024. including Marriott’s first Moxy- and Tribute-branded hotels in India and entrants from Hilton’s Curio and Tapestry brands. 15 Forum Gandhi, “Check-in frenzy: International hotel giants unleash fresh brands in India’s booming hospitality landscape,” Hindu Businessline , February 13, 2024. Development focus has shifted away from major metropolises such as Mumbai and Delhi and toward fast-developing, smaller cities such as Chandigarh and Hyderabad.

Southeast Asian travel spending is projected to grow at roughly 7 percent per year. Pockets of particularly high growth exist in Cambodia, Malaysia, and the Philippines. To capitalize on this blossoming source market, neighboring countries are rolling out attractive visa arrangements: for example, China has agreed to reciprocal visa waivers for short-term travelers from Malaysia, Singapore, and Thailand. 16 Julienna Law, “China launches ‘visa-free era’ with Southeast Asia. Will travel retail boom?,” Jing Daily , January 30, 2024.

Travel spending by Eastern Europeans is expected to grow at 7 percent per year until 2030—two percentage points higher than spending by Western Europeans. Areas of especially high growth include the Czech Republic, Hungary, and Poland, where middle-class travelers are increasingly venturing farther afield. Major tourism players, including the TUI Group, have tapped into these new source markets by offering charter flights to warm-weather destinations such as Egypt. 17 Hildbrandt von Klaus, “TUI develops Czech Republic as a new source market,” FVW, December 22, 2023.

Although the number of travelers from these new source markets is growing, their purchasing power remains relatively limited. Compared with Western European travelers (who average $159 per night in total travel spending), South Asians spend 20 percent less, Eastern Europeans spend 40 percent less, and Southeast Asians spend 55 percent less. Only 3 percent of the current Asian hotel construction pipeline caters to economy travelers, suggesting a potential supply gap of rooms that could appeal to budget-constrained tourists.

While acknowledging that historical source markets will continue to constitute the bulk of travel spending, tourism players can consider actions such as these to capitalize on growing travel demand from newer markets:

• Reduce obstacles to travel. Countries can look for ways to strategically invest in simplifying travel for visitors from growing source markets. In 2017, for example, Azerbaijan introduced express processing of electronic visas for Indian visitors; annual arrivals from India increased fivefold in two years. Requirements regarding passport photocopies or in-person check-ins can similarly be assessed with an eye toward reducing red tape for travelers.
• Use culturally relevant marketing channels to reach new demographics. Unique, thoughtful marketing strategies can help destinations place themselves on first-time travelers’ bucket lists. For example, after the release of Zindagi Na Milegi Dobara , a popular Bollywood movie shot in Spain with support from the Spanish Ministry of Tourism, Indian tourism to Spain increased by 65 percent. 18 “ Zindagi Na Milegi Dobara part of syllabus in Spain colleges,” India Today , June 6, 2004.
• Give new travelers the tech they expect. Travelers from newer source markets often have access to tech-forward travel offerings. For example, Indian travelers can travel anywhere within their country without physical identification, thanks to the Digi Yatra app. The Southeast Asian rideshare app Grab has several helpful travel features that competitors lack, such as automated menu translation and currency conversion. Tourism stakeholders should consider how to adapt to the tech expectations of newer travelers, integrating relevant offerings that ease journeys.
• Create vibrant experiences tailored to different price points. Crafting lower-budget offerings for more cost-constrained travelers doesn’t need to result in giving them a subpar experience. Capsule hotels, in which guests sleep in small cubbies, began as a response to the high cost of accommodations in Japan, but they have become an attraction in their own right—appearing on many must-do lists. 19 Philip Tang, “24 of the best experiences in Japan,” Lonely Planet, March 23, 2024.

The places you’ll go: The destinations of the future may not be the ones you imagine

The world’s top ten destination countries (the United States, Spain, China, France, Saudi Arabia, Türkiye, Italy, Thailand, Japan, and India, in that order) currently receive 45 percent of all travel spending, including for domestic travel. But some new locales are gaining traction (Exhibit 5).

A significant number of travelers are expanding their horizons, booking journeys to less visited countries that are near to old standbys. For instance, Laos and Malaysia, which both border Thailand—an established destination that is home to Bangkok, the world’s most visited city 20 Katherine LaGrave, “This is the world’s most visited city,” AFAR , January 31, 2024. —are up a respective 20 percent and 17 percent, respectively, in year-over-year international travel spending.

The world’s top ten destination countries currently receive 45 percent of all travel spending, including domestic-travel spending. But some new locales are gaining traction.

Several other countries that have crafted thoughtful tourism demand generation strategies—such as Peru, the Philippines, Rwanda, and Vietnam—are also expected to reap benefits in the coming years. Vietnam logged a remarkable 40 percent increase in tourism spending in the five years before the pandemic. Postpandemic, it has rebounded in part by waiving visa requirements for European travelers (while indicating intent to offer similar exemptions in the future for Chinese and Indian travelers). 21 Ashvita Singh, “Vietnam looks to offer visa-free entry to Indians: India report,” Skift, November 20, 2023. The Philippines has made a concerted effort to shift its sun-and-beach branding toward a more well-rounded image, replacing its long-standing “It’s more fun in the Philippines” tourism slogan with “Love the Philippines.” Peru is highlighting less visited archeological sites while also marketing itself as a top-notch culinary destination through the promotion of Peruvian restaurants abroad. Rwanda is investing in infrastructure to become a major African transit hub, facilitated by Qatar Airways’ purchase of a 60 percent stake in the country’s major airport. 22 Dylan Cresswell, “Rwanda plots ambitious tourism recovery,” African Business , July 28, 2022. Rwanda has also successfully capitalized on sustainable tourism: by charging $1,500 per gorilla trekking permit, for instance, it has maximized revenue while reducing environmental impact.

Tourism players might consider taking some of these actions to lure tourists to less familiar destinations:

• Collaborate across the tourism ecosystem. Promotion is not solely the domain of destination marketing organizations. Accommodation, transportation, and experience providers can also play important roles. In Singapore, for instance, the luxury resort Marina Bay Sands partners extensively with Singapore Airlines and the Singapore Tourism Board to offer compelling tourism offerings. Past collaborations have included flight and stay packages built around culinary festivals and a Lunar New Year drone show. 23 “Singapore Tourism Board, Marina Bay Sands & UOB partner to enliven Marina Bay precinct,” Singapore Tourism Board news release, January 25, 2024.
• Use infrastructure linkage to promote new destinations. By extending route options, transportation providers can encourage visitors to create itineraries that combine familiar destinations with new attractions. In Asia, Thailand’s tourism authority has attempted to nudge visitors away from the most heavily trafficked parts of the country, such as Bangkok and Phuket, and toward less popular destinations.
• Deploy social media to reach different demographics. Innovative social media campaigns can help put a destination on the map. Australia launched its “Ruby the kangaroo” campaign in China to coincide with the return of postpandemic air capacity between the two places. A video adapted for Chinese context (with appropriate gestures and a hashtag in Mandarin) garnered more than 20 million views in a single day on one of China’s largest social media platforms. 24 Nicole Gong, “Can Ruby the kangaroo bring Chinese tourists hopping back to Australia?,” SBS, June 5, 2023.
• Embrace unknown status. “Off the beaten path” messaging can appeal to widely traveled tourists seeking fresh experiences. Saudi Arabia’s “#WhereInTheWorld” campaign promoted the country’s tourist spots by acknowledging that they are less familiar to travelers, using a series of images that compared these spots with better-known destinations.

As tourism stakeholders look to the future, they can take steps to ensure that they continue to delight existing travelers while also embracing new ones. Domestic and intraregional tourism remain major opportunities—catering to local tourists’ preferences while building infrastructure that makes travel more seamless within a region could help capture them. Creative collaboration among tourism stakeholders can help put lesser-known destinations on the map. Travel tides are shifting. Expertly navigating these currents could yield rich rewards.

Caroline Tufft is a senior partner in McKinsey’s London office, Margaux Constantin is a partner in the Dubai office, Matteo Pacca is a senior partner in the Paris office, Ryan Mann is a partner in the Chicago office, Ivan Gladstone is an associate partner in the Riyadh office, and Jasperina de Vries is an associate partner in the Amsterdam office.

The authors wish to thank Abdulhadi Alghamdi, Alessandra Powell, Alex Dichter, Cedric Tsai, Diane Vu, Elisa Wallwitz, Lily Miller, Maggie Coffey, Nadya Snezhkova, Nick Meronyk, Paulina Baum, Peimin Suo, Rebecca Stone, Sarah Fellay, Sarah Sahel, Steffen Fuchs, Steffen Köpke, Steve Saxon, Sophia Wang, and Urs Binggeli for their contributions to this article.

This article was edited by Seth Stevenson, a senior editor in the New York office.

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Hanoi eyes 7 million foreign tourists by 2025

Hanoi’s tourism industry aims to greet over 30 million visitors, including 7 million international arrivals, and earn more than 130 trillion vnd (over 5 billion usd) from tourism in 2025..

Under its development plan, the sector's contribution to the city's Gross Regional Domestic Product is expected to surpass 8% and the room occupancy for hotels and accommodations is projected to exceed 60%.

In the 2024-2025 period, Hanoi continues to develop its tourism sector in a sustainable and efficient manner, serving as a tourism gateway for both the northern region and the country, and a safe, friendly and high quality destination.

The city also rolls out multiple tasks and solutions to accelerate the recovery and development of the industry, one of which is to build professional and attractive tourism products which has potential for breakthrough development, including cultural tourism, MICE tourism, agricultural - rural tourism, recreational - sports tourism, ecological tourism, resort tourism, healthcare and golf tourism.

Solutions are being deployed to attract foreign tourists to Hanoi, focusing on key markets such as Northeast Asia, the Association of Southeast Asian Nations (ASEAN), the European Union, the US, and gradually exploiting potential markets such as India, Middle Eastern countries, Australia and Eastern European countries.

Hanoi’s tourism sector will devise promotion plans on domestic and international media and television channels along with popularising the capital's tourism on digital platforms and social networks as well as promotion programmes in key and potential markets.

Planning and investment in developing tourism infrastructure in a professional and modern orientation will be promoted, with priority given to a number of key tourism development projects in Ba Vi, Huong Son - Quan Son and Dong Mo lake.

Focus will also be placed on upgrading destination quality and developing tourism products associated with historical and cultural values and heritage./. VNA

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Global Entry Mobile App Now Available in More Airports

WASHINGTON – U.S. Customs and Border Protection (CBP) announced today that the Global Entry mobile application can now be used at eight additional airports, enabling more trusted travelers to complete their arrival processing on the plane instead of waiting in line to use a portal.  

“CBP has prioritized Global Entry arrival to enhance the speed, accuracy, and security of the arrival process for trusted travelers,” said CBP’s Senior Official Performing the Duties of the Commissioner Troy A. Miller. “CBP officers are often the first to welcome trusted travelers when they arrive home, and we want to continue to find ways to improve that experience through new technologies and innovations while maintaining the highest levels of security.”  

Travelers may now use the app at Austin–Bergstrom International Airport, Nashville International Airport, Houston International, Kansas City International Airport, Louis Armstrong New Orleans International Airport, San Antonio International Airport, St. Louis Lambert International Airport, and Toledo Express Airport. The app will be available to Trusted Traveler Programs members flying into all 77 U.S. international airports by the end of fiscal year 2024. A list of U.S. airports that currently accept the GE mobile app .

The Global Entry app is available to be downloaded from the Google Play Store or Apple App Store, and can currently be used at 53 international ports of entry in the United States and all Preclearance locations. Upon landing at any of these airports, Global Entry members can complete their entry processing before leaving the plane, and then bypass the Global Entry portals to speak with a CBP officer.  

Global Entry is one of the Department of Homeland Security’s Trusted Traveler Programs , and is used at land, air, and seaports of entry into the United States at all major airports and all Preclearance airports. All applicants undergo rigorous and recurring background checks and an in-person interview before initial enrollment. To maintain Global Entry members as low-risk travelers, any violation of the program’s terms and conditions will result in appropriate enforcement action and termination of the traveler’s membership privileges. For more information on Global Entry and CBP’s Trusted Traveler Programs please visit our dedicated webpage .

U.S. Customs and Border Protection (CBP) is America's frontline: the nation's largest law enforcement organization and the world's first unified border management agency. The 65,000+ men and women of CBP protect America on the ground, in the air, and on the seas. We facilitate safe, lawful travel and trade and ensure our country's economic prosperity. We enhance the nation's security through innovation, intelligence, collaboration, and trust.

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International Tourist Arrivals Reach 1.4 billion Two Years Ahead of Forecasts

• All Regions
• 21 Jan 2019

PR No. : PR 19003

• 2018 totalled 1.4 billion international tourist arrivals (+6%), consolidating 2017 strong results and proving to be the second strongest year since 2010
• Middle East (+10%) and Africa (+7%) grew above the world average while Asia and the Pacific and Europe grew at 6%
• For 2019, UNWTO forecasts a 3-4% increase, in line with the historical growth trend

Madrid, Spain, 21 January 2019 - International tourist arrivals grew 6% in 2018, totalling 1.4 billion according to the latest UNWTO World Tourism Barometer. UNWTO’s long term forecast issued in 2010 indicated the 1.4 billion mark would be reached in 2020, yet the remarkable growth of international arrivals in recent years has brought it two years ahead.

International tourist arrivals up 6% in 2018

UNWTO estimates that worldwide international tourist arrivals (overnight visitors) increased 6% to 1.4 billion in 2018, clearly above the 3.7% growth registered in the global economy.

In relative terms, the Middle East (+10%), Africa (+7%), Asia and the Pacific and Europe (both at +6%) led growth in 2018. Arrivals to the Americas were below the world average (+3%).

“The growth of tourism in recent years confirms that the sector is today one of the most powerful drivers of economic growth and development. It is our responsibility to manage it in a sustainable manner and translate this expansion into real benefits for all countries, and particularly, to all local communities, creating opportunities for jobs and entrepreneurship and leaving no one behind” said UNWTO Secretary-General Zurab Pololikashvili. “This is why UNWTO is focussing 2019 on education, skills and job creation.”, he added.

UNWTO’s long-term forecast published in 2010 predicted the 1.4 billion mark of international tourist arrivals for 2020. Yet stronger economic growth, more affordable air travel, technological changes, new businesses models and greater visa facilitation around the word have accelerated growth in recent years.

Results by region

International tourist arrivals in Europe reached 713 million in 2018, a notable 6% increase over an exceptionally strong 2017. Growth was driven by Southern and Mediterranean Europe (+7%), Central and Eastern Europe (+6%) and Western Europe (+6%). Results in Northern Europe were flat due to the weakness of arrivals to the United Kingdom.

Asia and the Pacific (+6%) recorded 343 million international tourist arrivals in 2018. Arrivals in South-East Asia grew 7%, followed by North-East Asia (+6%) and South Asia (+5%). Oceania showed more moderate growth at +3%.

The Americas (+3%) welcomed 217 million international arrivals in 2018, with mixed results across destinations. Growth was led by North America (+4%), and followed by South America (+3%), while Central America and the Caribbean (both -2%) reached very mixed results, the latter reflecting the impact of the September 2017 hurricanes Irma and Maria.

Data from Africa points to a 7% increase in 2018 (North Africa at +10% and Sub-Saharan +6%), reaching an estimated 67 million arrivals.

The Middle East (+10%) showed solid results last year consolidating its 2017 recovery, with international tourist arrivals reaching 64 million.

Growth expected to return to historical trends in 2019

Based on current trends, economic prospects and the UNWTO Confidence Index, UNWTO forecasts international arrivals to grow 3% to 4% next year, more in line with historic growth trends.

As a general backdrop, the stability of fuel prices tends to translate into affordable air travel while air connectivity continues to improve in many destinations, facilitating the diversification of source markets. Trends also show strong outbound travel from emerging markets, especially India and Russia but also from smaller Asian and Arab source markets.

At the same time, the global economic slowdown, the uncertainty related to the Brexit, as well as geopolitical and trade tensions may prompt a “wait and see” attitude among investors and travellers.

Overall, 2019 is expected to see the consolidation among consumers of emerging trends such as the quest for ‘travel to change and to show’, ‘the pursuit of healthy options’ such as walking, wellness and sports tourism, ‘multigenerational travel’ as a result of demographic changes and more responsible travel.

“Digitalisation, new business models, more affordable travel and societal changes are expected to continue shaping our sector, so both destination and companies need to adapt if they want to remain competitive”, added Pololikashvili.

More information is available at:

UNWTO World Tourism Barometer Homepage

UNWTO World Tourism Barometer Presentation

UNWTO Communications Department

Tel: (+34) 91 567 8100 / Fax: +34 91 567 8218 /  [email protected]

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Travel and tourism in Russia - statistics & facts

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Ukraine-Russia war latest: Vladimir Putin repeats warning he could send weapons to adversaries of the West

Speaking at the St Petersburg International Economic Forum, Vladimir Putin also says he does not see the conditions for the use of nuclear weapons as set out in Russia's nuclear doctrine - but adds he could not rule out a change to it.

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Thank you for reading.

We will be back soon with more updates from the war in Ukraine.

Vladimir Putin has said he does not see the conditions for the use of nuclear weapons as set out in Russia's nuclear doctrine - but added he could not rule out a change to the doctrine.

"We have a nuclear doctrine which states that the use of nuclear arms is possible in an exceptional case, when the sovereignty and territorial integrity of our country is threatened," he told the St Petersburg International Economic Forum.

"But the doctrine can be changed.

"The same applies to nuclear tests. We will carry out tests if needed, but so far there is no such need."

Russia could send weapons to adversaries of the West, Vladimir Putin has warned for a second time.

The Russian president repeated the warning from earlier this week during the St Petersburg Economic Forum.

He did not say what countries or entities he was referring to, and he stressed that Moscow is not doing it currently.

"If they supply (weapons) to the combat zone and call for using these weapons against our territory, why don't we have the right to do the same?" he told the crowds. 

"But I'm not ready to say that we will be doing it tomorrow, either."

On Wednesday, Putin told international journalists that Russia could provide long-range weapons to others to strike Western targets in response to NATO allies allowing Ukraine to use their arms to attack Russian territory.

He also reaffirmed Moscow's readiness to use nuclear weapons if it sees a threat to its sovereignty.

Joe Biden has apologised to Volodymyr Zelenskyy for the recent delay in approving new US aid for Ukraine.

Last month, following months of political disagreements, the Senate passed $95bn (£76.2bn) in war aid to Ukraine, Israel and Taiwan .

"I apologise for those weeks of not knowing," the US president said.

"Some of our very conservative members [of Congress] were holding it up. 

"But we got it done, finally. We're still in - completely, totally." 

The Ukrainian president thanked his counterpart for American assistance.  

"It's very important that you stay with us," he said. 

"It's very important that in this unity, the United States of America, all American people stay with Ukraine, like it was during World War Two - how the United States helped to save human lives, to save Europe." 

The two men were speaking in Paris, the day after D-Day commemorations in Normandy.

Russia needs to boost its use of non-Western currencies, Vladimir Putin said as he addressed the St Petersburg International Economic Forum.

He also said his country needs to reduce imports while calling for a major expansion of its domestic financial markets.

Trade with Asia is soaring, he told delegates, adding that almost two fifths of Russian external trade is now in roubles.

The share conducted in US dollars, euros and other Western currencies has declined.

Russia will try to boost the share of settlements conducted in the currencies of BRICS countries - which include Brazil, Russia, India, China and South Africa, Mr Putin said.

"Last year, the share of payments for Russian exports in the so–called 'toxic' currencies of unfriendly states halved, while the share of the rouble in export and import transactions is growing - it is approaching 40% today," the president said.

Russia has referred to nations that imposed sanctions on it as "unfriendly".

 The session begins with an address by the Russian president. 

Vladimir Putin says there is a race among world powers to establish sovereignty. 

He speaks of the need for countries to both establish partnerships and also to look internally to tackle challenges presented by the current global economic landscape. 

Despite all the "obstacles and illegitimate sanctions", Russia remains one of the world's economic leaders, he says. 

He adds that "friendly countries" - those that have not joined sanctions against Moscow - account for three quarters of Russia's mutual trade turnover, and praises them for that. 

Countries including India and China have strengthened economic ties since Mr Putin launched his war in Ukraine. 

Vladimir Putin has taken to the stage in St Petersburg to address the International Economic Forum there.

He's joined by Zimbabwean President Emmerson Mnangagwais and Bolivian President Luis Alberto Arce Catacora. 

Chairing the session is Sergey Karaganov - a Russian political scientist. 

We'll bring you any key lines here in this live blog. 

A T-shirt is on sale at the St Petersburg International Economic Forum printed with a phrase attributed to Vladimir Putin, Sky News has discovered. 

"If a fight is inevitable, throw the first punch," it says.

The Russian president reportedly said it in 2015.

He apparently explained that it was something he had learned while growing up on the streets of Leningrad - a former name of St Petersburg. 

The Russian defence ministry has accused Ukraine of injuring 20 people, including children, in a missile attack on the Russian-controlled eastern Ukrainian city of Luhansk, using US-supplied ATACMS missiles.

Four of five missiles were shot down by air defence systems, the ministry said in a statement.

However, one of the missiles damaged two residential apartment blocks, it added, claiming it was deliberate.

Sky News is unable to verify the allegations.

There has been no immediate comment from Ukraine. 

The European Commission supports starting EU accession talks with Ukraine, the country's prime minister has said.

Denys Shmyhal said the commission had confirmed in a report that Kyiv had fulfilled the remaining steps required to start negotiations. 

"Now we expect our European partners to take the next step - to start negotiations on European Union membership this month," Mr Shmyhal said on Telegram. 

Earlier (7.43am post) we reported that the commission was reportedly ready to recommend that accession talks get underway.

It is part of an attempt to signal support for Kyiv before Hungary takes over the rotating presidency of the EU next month, the Financial Times reported.

The EU announced earlier this year that it was sending an additional £42bn in aid to Ukraine - but only after  weeks of resistance from Hungary , which reportedly has concerns about minority rights in Ukraine. 

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