Where Data Tells the Story
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Just four years after Covid-19 had made 2020 "the worst year in tourism history", international tourism completed its recovery in 2024. According to the UNWTO World Tourism Barometer, international tourist arrivals climbed to 1,465 million last year, matching the pre-pandemic (i.e. 2019) record of international travelers almost exactly. In Q1 2025, international tourist arrivals grew 5 percent compared to 2024, putting the industry on track to reach a new record this year.
"In every global region, tourism stands out as a major services sector, supporting millions of jobs and businesses of all sizes," UN Tourism Secretary-General Zurab Pololikashvili said in a statement. "The continued good performance in international arrivals combined with stronger visitor spending in many destinations highlights the resilience of the sector in the face of numerous challenges and is good news for economies and workers everywhere."
Despite the positive outlook - the UNWTO expects 3 to 5 percent growth in international traveler numbers this year - there remains a high degree of uncertainty, as the tourism sector faces several headwinds. According to experts, slower economic growth, high travel costs and an increase in tariffs are the biggest challenges to tourism's growth prospects, as each could severely limit travelers' willingness to spend money on non-essential travel.