China Reclaims Top Spender Spot as Asia-Pacific Tourism Soar, UN Tourism

Tuesday, June 4, 2024

Asia-Pacific tourism soars, led by China’s massive $196.5B spend, reclaiming its top spender status, says UN Tourism.

The travel industry witnessed a significant rebound in 2023, with Asia-Pacific leading the recovery charge. China, a powerhouse in outbound tourism, reclaimed its top spender position after a brief hiatus, splashing out a staggering USD 196.5 billion on international travel. This surpassed the United States (USD 150 billion), Germany (USD 112 billion), the United Kingdom (USD 110 billion), and France (USD 49 billion).

India’s travel appetite soared, propelling it to the number eight spot, a significant jump from its 2019 ranking of 14th. This rise reflects the country’s growing importance as a source market for international tourism. Italy also enjoyed a rise in the rankings, moving from tenth to seventh place.

Tourist Destinations See Familiar Faces and New Stars

France held onto its crown as the most visited destination in 2023, welcoming a whopping 100 million international tourists. Spain followed closely behind with 85 million, while the United States continued to be a popular choice with 66 million visitors. Italy and Türkiye rounded out the top five with 57 million and 55 million tourists, respectively.

Several destinations saw their popularity increase compared to pre-pandemic times. Italy, Türkiye, Mexico, Germany, and Austria all climbed a spot in the rankings. The United Kingdom also witnessed a surge, moving from tenth to seventh place, and Greece experienced a similar jump from thirteenth to ninth.

Receipts Reflect Diverse Tourist Preferences

The United States reigned supreme when it came to tourism receipts, raking in a cool USD 176 billion in 2023. Spain followed with USD 92 billion, while the United Kingdom surprised with a strong showing at USD 74 billion. France and Italy weren’t far behind with USD 69 billion and USD 56 billion, respectively.

Looking beyond the top five, interesting trends emerged. The United Arab Emirates saw a significant jump, rising from thirteenth to sixth place in terms of receipts. Türkiye and Canada also enjoyed impressive gains, moving up to seventh and ninth positions, respectively. Saudi Arabia’s tourism industry boomed, propelling it from twenty-seventh to twelfth place. Mexico rounded out the top fifteen with a climb from seventeenth to fifteenth.

Encouraging Signs Point to Full Recovery in 2024

The latest World Tourism Barometer paints a promising picture for 2024. International tourist arrivals reached an impressive 89% of 2019 levels in 2023, with the first quarter of 2024 showing an even stronger rebound at 97%. The UNWTO projects a full recovery for international tourism in 2024, with arrivals expected to surpass 2019 levels by 2%. This optimistic outlook is fueled by strong demand, improved air travel connectivity, and the continued revival of China and other major Asian markets.

In terms of revenue, total export earnings from international tourism reached an estimated USD 1.7 trillion in 2023, close to pre-pandemic levels in real terms. Tourism’s direct contribution to global GDP also saw a positive trend, reaching an estimated USD 3.3 trillion in 2023, equivalent to 3% of global GDP.

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