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Tourism is Back to Pre-Pandemic Levels, but Challenges Remain

World Economic Forum, [email protected]

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• High-income economies in Europe and Asia-Pacific continue to lead the World Economic Forum Travel and Tourism Index, with the United States, Spain and Japan topping the rankings again.
• Despite post-pandemic growth, the global tourism sector still faces complex challenges, with recovery varied by region; only marginal overall score improvements since the 2021 edition.
• Developing economies are making strides – who account for 52 out of 71 economies improving since 2019 – but significant investment is needed to bridge gaps and increase market share.
• Read the report here .

New York, USA, 21 May 2024 – International tourist arrivals and the travel and tourism sector’s contribution to global GDP are expected to return to pre-pandemic levels this year, driven by the lifting of COVID-19-related travel restrictions and strong pent-up demand, as per the new World Economic Forum travel and tourism study, released today.

Topping the 2024 list of economies are the United States, Spain, Japan, France and Australia. The Middle East had the highest recovery rates in international tourist arrivals (20% above the 2019 level), while Europe, Africa and the Americas all showed a strong recovery of around 90% in 2023.

These are some of the top findings of the Travel & Tourism Development Index 2024 (TTDI) , a biennial report published in collaboration with the University of Surrey, which analyses the travel and tourism sectors of 119 countries around a range of factors and policies.

“This year marks a turning point for the travel and tourism sector, which we know has the capacity to unlock growth and serve communities through economic and social transformation,” said Francisco Betti, Head of the Global Industries team at the World Economic Forum. “The TTDI offers a forward-looking window into the current and future state of travel and tourism for leaders to navigate the latest trends in this complex sector and sustainably unlock its potential for communities and countries across the world.”

Post-pandemic recovery

The global tourism industry is expected to recover from the lows of the COVID-19 pandemic and surpass the levels seen before the crisis. This is largely being driven by a significant increase in demand worldwide, which has coincided with more available flights, better international openness, and increased interest and investment in natural and cultural attractions.

However, the global recovery has been mixed. While 71 of the 119 ranked economies increased their scores since 2019, the average index score is just 0.7% above pre-pandemic levels.

Although the sector has moved past the shock of the global health crisis, it continues to deal with other external challenges, from growing macroeconomic, geopolitical and environmental risks, to increased scrutiny of its sustainability practices and the impact of new digital technologies, such as big data and artificial intelligence. In addition, labour shortages are ongoing, and air route capacity, capital investment, productivity and other sector supply factors have not kept up with the increase in demand. This imbalance, worsened by global inflation, has increased prices and service issues.

TTDI 2024 highlights Out of the top 30 index scorers in 2024, 26 are high-income economies, 19 are based in Europe, seven are in Asia-Pacific, three are in the Americas and one (the United Arab Emirates) is in the Middle East and North Africa region (MENA). The top 10 countries in the 2024 edition are the United States, Spain, Japan, France, Australia, Germany, the United Kingdom, China, Italy and Switzerland.

The results highlight that high-income economies generally continue to have more favourable conditions for travel and tourism development. This is helped by conducive business environments, dynamic labour markets, open travel policies, strong transport and tourism infrastructure, and well-developed natural, cultural and non-leisure attractions.

Nevertheless, developing countries have seen some of the greatest improvements in recent years. Among the upper-middle-income economies, China has cemented its ranking in the top 10; major emerging travel and tourism destinations of Indonesia, Brazil and Türkiye have joined China in the top quartile of the rankings. More broadly, low- to upper-middle-income economies account for over 70% of countries that have improved their scores since 2019, while MENA and sub-Saharan Africa are among the most improved regions. Saudi Arabia and the UAE are the only high-income economies to rank among the top 10 most improved economies between 2019 and 2024.

Despite these strides, the TTDI warns that significant investment is needed to close gaps in enabling conditions and market share between developing and high-income countries. One possible pathway to help achieve this would be sustainably leveraging natural and cultural assets – which are less correlated with country income level than other factors – and can offer developing economies an opportunity for tourism-led economic development.

“It’s essential to bridge the divide between differing economies’ ability to build a strong environment for their travel and tourism sector to thrive,” said Iis Tussyadiah, Professor and Head of the School of Hospitality and Tourism Management at the University of Surrey. “The sector has big potential to foster prosperity and mitigate global risks, but that potential can only be fully realized through a strategic and inclusive approach.”

Mitigating future global challenges

According to the World Economic Forum’s 2024 Global Risks Report, the travel and tourism sector faces various complex risks , including geopolitical uncertainties, economic fluctuations, inflation and extreme weather. Balancing growth with sustainability also remains a major problem, due to high seasonality, overcrowding, and a likely return of pre-pandemic emissions levels. The report also analyses persistent concerns about equity and inclusion. While the tourism sector offers a major source of relatively high-wage jobs, particularly in developing countries, gender parity remains a major issue for regions such as MENA and South Asia.

Despite these challenges, the sector can play a significant role in addressing them. To achieve this, decision-makers should prioritize actions such as leveraging tourism for nature conservation efforts; investing in skilled, inclusive and resilient workforces; strategically managing visitor behaviour and infrastructure development; encouraging cultural exchange between visitors and local communities; and using the sector to bridge the digital divide, among other policies.

If managed strategically, the travel and tourism sector – which has historically represented 10% of global GDP and employment – has the potential to emerge as a key contributor to the well-being and prosperity of communities worldwide.

About the Travel and Tourism Development Index 2024

The 2024 edition of the TTDI includes several improvements based on newly available data and recently developed indicators on the environmental and social impact of travel and tourism. The changes made to the 2024 Index limit its comparability to the previously published TTDI 2021. This year's report includes recalculated 2019 and 2021 results, using new adjustments. TTDI 2024 reflects the latest available data at the time of collection – end of 2023. The TTDI is part of the Forum’s broader work with industry communities actively working to build a better future enabled by sustainable, inclusive, and resilient industry ecosystems.

Notes to editors

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The Coronavirus Crisis

U.s. travelers are back in the saddle again. but they've adapted to a new reality.

Jaclyn Diaz

Horseback riders head down a trail near June Lake, Calif. As post-pandemic travel increases, people are flocking to outdoor activities and rural areas. George Rose/Getty Images hide caption

Horseback riders head down a trail near June Lake, Calif. As post-pandemic travel increases, people are flocking to outdoor activities and rural areas.

After surging coronavirus cases during the spring scuttled a much-anticipated cruise trip to Montreal, Nate Burglewski and his extended family really wanted to gather this summer — while also staying safe.

The trip had to meet a few requirements: a destination that wasn't too far for elderly relatives in the Midwest, had strict local coronavirus safety measures and offered lots of outdoor activities. Burglewski and his wife live in upstate New York, while other relatives are scattered across the country.

"Everyone is vaccinated and got them as early as we could. With the delta variant, we still decided to be very cautious. We did self-quarantines and all got tested the week before," he says.

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They ended up meeting in Indiana, renting a vacation home and spending a lot of time outside.

"It all worked out," he says.

After losing out on big trips in 2020 because of the pandemic, lots of Americans are making similar decisions — and making up for lost time.

"After more than a year of isolation or being limited to local activities, people showed this pent-up demand for travel," says Larry Yu, a professor of hospitality management at George Washington University.

After more than a year of being cooped up, people are traveling again but are forsaking hotels and international and urban destinations for the great outdoors, perhaps like Silver Lake near the Sierra Nevada mountains in California. George Rose/Getty Images hide caption

After more than a year of being cooped up, people are traveling again but are forsaking hotels and international and urban destinations for the great outdoors, perhaps like Silver Lake near the Sierra Nevada mountains in California.

This strong desire to travel has driven new trends in the industry — some of which may be here to stay. Like Burglewski's family, people are flocking to outdoor activities, rural areas and private vacation rentals and are showing less interest in hotels and international and urban destinations.

And early evidence shows that despite the delta variant and still-high cases of infection in the U.S., Americans are planning to continue to travel from now to the end of the year.

"We fully expect that leisure demand, especially on the weekends, continues to be strong in the fall and winter," says Jan Freitag, director of hospitality analytics in the U.S. for CoStar Group.

After a big drop, the industry shows signs of recovery

It's a big change from the earlier months of the pandemic, when the industry took a massive hit.

In the U.S., travel spending plummeted by nearly $500 billion, according to the U.S. Travel Association . Thousands of jobs were lost as well: 65% of all U.S. jobs lost in 2020 were supported by travel.

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To be sure, pandemic uncertainty is still causing some whiplash for businesses. Just last month, Southwest Airlines and other businesses reported they would pull back this fall.

Still, the U.S. travel sector is bouncing back from its pandemic lows, businesses and experts say. The travel association reports that travel spending is inching back up to 2019 levels. Hotel occupancy this summer recovered to just shy of pre-pandemic numbers: nearly 70% in July this year, compared with 73% during July 2019, according to STR, which provides data and research on the global hospitality industry.

Airline bookings — at least domestically — are also approaching pre-pandemic levels.

The rollout of vaccinations has made a big difference, says Paula Twidale, senior vice president of AAA Travel.

The travel agency has "been experiencing a travel boom all year," she says. "The domestic travel increase has been phenomenal."

Americans are traveling in ways shaped by the pandemic

The Burglewski's family vacation in Nashville, Ind., reflects many of the new realities. Most family members wore masks indoors and stayed outside as much as possible. They hiked and played four square at a nearby playground.

They chose a rental home — with a porch to gather on — over a big hotel.

"We feel like we can control the environment more," Burglewski says.

"Some people in the family still really want to do a cruise," he says, "but others said they don't think they would ever be comfortable doing something like that again."

Nathan Burglewski and members of his extended family made use of a playground near their rental home during a family vacation to Indiana this summer. Nate Burglewski hide caption

Nathan Burglewski and members of his extended family made use of a playground near their rental home during a family vacation to Indiana this summer.

Other Americans were making similar choices over the summer — and in record numbers.

"Vrbo has experienced its best year ever," says Melanie Fish, a company spokeswoman. That makes a lot of sense, she says, because private vacation homes in the U.S. were in high demand during the pandemic.

Families also stayed longer. For instance, Airbnb has seen a rise in families renting properties for three- and four-day weekends. That has been easier because so many companies have delayed returning to the office or have announced flexible workweeks .

Nathan Burglewski and his extended family had some requirements for their rescheduled vacation: a destination that wasn't too far for elderly relatives in the Midwest and offered lots of outdoor activities. They ended up in a rental in Indiana. Nathan Burglewski hide caption

Travelers chose mountains over skyscrapers

Where travelers are going is also changing. Coastal areas have been popular, says Yu, the George Washington professor, with more people taking advantage of kayaking, boating or canoeing activities. And small towns, too. For instance, 42% of the nights booked by families on Airbnb this summer were in rural destinations, up from 32% two years ago.

"There's been big growth in those areas," says Christopher Nulty, Airbnb's public affairs director. Early in the pandemic, he notes, "people were forced to travel to destinations a car ride away and they were able to find that great places exist just a tank of gas away."

Vrbo experienced similar demand for more local travel. Trips of 250 miles or less in July and August increased by over 20% compared with the same time in 2019, according to the company's latest data .

The greater emphasis on nature and outdoor activities is reflected in the popularity of U.S. national parks. Since seeing a major drop-off in visitors in the early months of the pandemic, the National Park Service has experienced a healthy systemwide rebound in 2021.

Yellowstone National Park, for instance, had 921,844 visitors in August 2021, making it the most-visited August on record and outpacing the pre-pandemic total for the same month by 12%, according to the NPS .

Experts predict a busy fall and winter

Though coronavirus cases have been declining and some foreign countries have reopened, U.S. travelers are staying cautious and, for now, close to home.

"The delta variant will continue to put a small damper on corporate demand, but the American consumers are seemingly undeterred," Freitag with CoStar Group says. "And as delta cases decline, we expect that leisure demand will hold."

More than 50% of American adults plan to take a domestic vacation before the end of 2022, according to AAA.

Vrbo's outlook for this fall and winter is also looking good, with "heightened demand" for homes in December compared with in previous years, says Nancy Lien, a company spokeswoman.

"Demand for holiday bookings started picking up as early as July ," she says. "Warmer destinations like the Florida Keys and Naples, Fla., have fewer than 30% of Vrbo homes remaining during Christmas week."

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Ski destinations in the U.S. are a top choice as well. Vrbo reports that demand for popular ski spots in Breckenridge, Colo., and surrounding areas are up.

Among those who will contribute to the continuing travel surge will be Burglewski and his wife.

"We are making up for lost time and taking those trips we've put off," he says.

For Christmas, they'll fly to Florida for a 10-day stay. In the new year, the couple plans to visit Yellowstone for a delayed anniversary trip.

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. 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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UN Tourism News

To mark the start of the United Nations ‘Decade of Action’, UN Tourism News was launched to provide the latest updates of UN Tourism’s work and key insights from the world of tourism as the sector leads the way in achieving the Sustainable Development Goals.

UN Tourism News 86

Diversifying tourism across Asia and the Pacific, alongside promoting more and better education, will be key to building a more resilient and sustainable sector.

UN Tourism News 85

Tourism leaders from across the world have met again to shape the sector’s future, emphasizing the sector’s vital economic importance while also placing it firmly on the political agenda.

UN Tourism News 84

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.

UN Tourism News 83

The 69th meeting of the UN Tourism Regional Commission for the Americas brought together prominent representatives of countries of the region in the Cuban city of Varadero. The meeting addressed the challenges and opportunities of the tourism sector that the region is facing.

UN Tourism News 82

The United Nations General Assembly has held a second thematic event focused on tourism and the sector’s critical role in critical role of tourism in advancing sustainable development and resilience

UN Tourism News 81

Europe’s national tourism authorities have met to advance shared solutions to the biggest challenges facing tourism as well as the opportunities offered by the sector’s post-pandemic return.

UN Tourism News 80

Offering more diverse experiences and investing in talented people will play a key role in helping mountain areas grow tourism in a sustainable and responsible manner. The 12th World Congress on Snow, Mountain and Wellness Tourism identified key challenges, among them climate change and evolving consumer trends, while recognizing the role tourism can play in the protection of the fragile mountain ecosystem, the building of resilience for mountain communities, and the preservation of the local heritage.

UN Tourism News 79

A groundbreaking statistical framework, developed under the leadership of UN Tourism, has been adopted by all 193 UN member states. The Statistical Framework for Measuring the Sustainability of Tourism (MST) thus becomes the internationally agreed reference framework for measuring the economic, social and environmental aspects of tourism.  

UN Tourism News 78

With the latest UN Tourism data showing international arrivals returning to 88% of pre-pandemic levels at the end of 2023, emphasis has now shifted to protecting the sector from future shocks. The official visit of the delegation led by Secretary-General Zurab Pololikashvili coincided with the second Global Tourism Resilience Day. A series of high-level meetings in Jamaica also advanced shared efforts around ethical, inclusive and sustainable tourism as well as the priorities of education and investment.

UN Tourism News 77

The World Tourism Organization (UNWTO) enter a new era with a new name and brand: UN Tourism. With this new brand, the Organization reaffirms its status as the United Nations specialized agency for tourism and the global leader of tourism for development, driving social and economic change to ensure that "people and planet" are always center stage.

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News & Press Releases

Below you can find all the latest news and press releases from WTTC.

68th U.S. Secretary of State John Kerry to Headline WTTC Global Summit

U.S. Remains the World’s Most Powerful Travel & Tourism Market

The World Travel & Tourism Council appoints Gaurav Bhatnagar to Regional Vice Chair for India

The Leela Palaces, Hotels and Resorts Joins the World Travel & Tourism Council

A New Era in Hospitality as 5,000 Hotels Worldwide Adopt WTTC's Hotel Sustainability Basics

WTTC Announces Powerhouse Lineup for 24th Global Summit

Travel & Tourism in Latin America Could Boost Region’s Economy by US$260BN Over the Next Decade

Vietnam’s Travel & Tourism Set for a Record 2024

India's Travel & Tourism Sector Shows Strong Recovery with Domestic Tourism Leading the Way

Philippines’ Travel & Tourism Sector Set for Historic Year

Japan’s Travel & Tourism Sector to Surpass Previous Records in 2024

Azerbaijan’s Travel & Tourism Sector Set for Strong Recovery in 2024

Indonesia’s Booming Travel & Tourism to Support More Than 12.5 Million Jobs

Malaysia’s Travel & Tourism Sector Projected to Exceed Previous Heights

Tanzania’s Travel & Tourism Reached Record Breaking Levels in 2023

Travel & Tourism in Kenya Injected KES 1TN to the national economy last year

Travel & Tourism in Egypt injected a record E£953BN in the national economy last year

Travel & Tourism set to inject TND 23BN into Tunisia’s economy this year

South Korea’s Travel & Tourism Sector Set to Reach New Heights in 2024

Australia’s Tourism Sector Set to Contribute Record-Breaking $265BN to the Economy

France’s Travel & Tourism Broke All Records Last Year, WTTC Research Reveals

Türkiye’s Travel & Tourism Sector Reached Record-Breaking New Heights Last Year

Saudi Arabia’s Travel & Tourism Breaks All Records

Travel & Tourism in China set to surpass pre-pandemic levels this year

Albania’s Travel & Tourism Sector Bursts onto the World Stage, reveals WTTC

WTTC Urges Countries to Join WHO’s Global Digital Health Certification Network

Robert Irwin Announced as Speaker for WTTC's Global Summit in Perth, Western Australia

Travel & Tourism in Germany is Still Trailing European Neighbours, WTTC Research Reveals

Travel & Tourism Set to Contribute a Record $182BN to the Canadian Economy This Year

WTTC and IC Bellagio Partner for New Consumer Campaign

Oman’s Travel & Tourism Sector Set for Historic Growth, Predicts WTTC

Travel & Tourism Set to Add a Record QAR 81BN to Qatar’s Economy

Portugal’s Travel & Tourism Poised for Historic Year

Travel & Tourism Injected €215BN into Italy’s Economy

WTTC's Hotel Sustainability Basics Reaches 3,400 Verified Properties

A United Vision for Nature - 'Nature Positive' Report Marks New Collaborative Era in Travel & Tourism

Travel & Tourism in the UAE reaches new heights, reveals WTTC

AI Set to Shape the Future of Travel & Tourism, Says WTTC

WTTC Reveals U.S. Travel & Tourism Sector Exceeding Previous Records Despite Slow Return of International Spend

Travel & Tourism set to Break All Records in 2024, reveals WTTC

WTTC Pays Tribute to James Robinson III

Women Are a Driving Force for Travel & Tourism, says WTTC

WTTC Launches Roadmap to guide businesses through the jungle of Sustainability Reporting in Travel & Tourism

WTTC Commends Saudi Arabia On Launch Of Tourism Investment Enablers Program

Julia Simpson, World Travel & Tourism Council President & CEO Addresses guests at ITB Opening Ceremony in Berlin

WTTC’s Hotel Sustainability Basics Surpasses 1,700 Properties

World Travel & Tourism Council President & CEO Meets His Highness Sheikh Saud bin Saqr al Qasimi during her visit to Ras Al Khaimah

WTTC Celebrates Saudi Arabia's Milestone Surpassing 100 Million Tourists

WTTC Calls on EU to Unlock Full Potential of Travel & Tourism as it Exceeds Employment Records

AI Set to Revolutionise Travel & Tourism, Says Latest WTTC Report

WTTC and Biosphere Join Forces to Standardise International Hotel Sustainability

France to Keep Its Crown as Most Popular Destination for International Visitors, Reveals WTTC

WTTC Statement on the Japan Earthquake

New Travel & Tourism Social Impact Report Reveals Significant Increase in Female Employment Since 2010

WTTC’s ‘Hotel Sustainability Basics’ Ends 2023 on a High

Ground-Breaking Report Reveals That as Travel & Tourism Continues to Grow, Its Water Intensity Falls

WTTC Statement on the Death of Henry Kissinger

WTTC Welcomes ICAO Goal for Sustainable Aviation Fuel

WTTC Appoints Gloria Fluxà as Vice-Chair and Chair of Its Sustainability Committee

WTTC First-Of-A-Kind Report Reveals DEIB Efforts in Travel & Tourism

WTTC Heads Down Under for 2024 Global Summit

World Travel & Tourism Council Announces Greg O’Hara as Its Incoming Chair

New Report Shows How Travel & Tourism in Africa Could Boost Continent’s Economy by US$168BN Over the Next 10 Years

WTTC Opens Its Global Summit in Kigali With a Strong Message of Recovery for Travel & Tourism

WTTC Announces Major Speakers for Its 23rd Global Summit in Rwanda

Sustainable Tourism Global Center and WTTC Unveil Pioneering Global Research on Travel & Tourism

WTTC Partners with GSTC to Strengthen Global Hospitality Standards

Building Bridges to a Sustainable Future: The 2023 WTTC Global Summit

WTTC and Saudi Arabia Extend Partnership Through MoU

WTTC and Puerto Rico Tourism Company Mark World Tourism Day

WTTC’s Hotel Sustainability Basics Takes off in China With Hotel Giant Jin Jiang

Is Travel & Tourism Ready for Mandatory Emissions Reporting?

Travel & Tourism to Witness Major Resurgence due to Chinese Travellers

Travel & Tourism Sector Now Worth More Than Quarter of a Trillion Sterling Says WTTC

WTTC and Hotelbeds Uncover Global Tourism Trends

WTTC Expresses Condolences to the People of Morocco

Presenting Global Retail Tourism: Trends and Insights

WTTC Unveils the Power of Retail Tourism

U.S. Remains Most Popular Destination for Shopaholics

US Leads Global Travel & Tourism Rebound Says WTTC

Capital Investment Fuels Growth in Travel & Tourism, Forecast to Reach Nearly $1 Trillion says WTTC

WTTC Predicts Germany’s Travel & Tourism Sector to Rebound to 95% of Pre-pandemic Levels

Bulgaria’s Travel & Tourism Sector Set to Contribute 10% of the Economy Forecasts WTTC

Women's Participation in Travel & Tourism Critical to Growth of Global Sector

Travel & Tourism Sector Shows Strong Recovery in Italy Says WTTC

Portuguese Travel & Tourism Sector Set to Reach Record-Breaking High This Year, Says WTTC

EU Travel & Tourism Sector Recovering Strongly Says WTTC

Japan’s Travel & Tourism Sector Nears Pre-pandemic Recovery Despite Lengthy Restrictions

Greek Travel & Tourism Sector to Approach Full Recovery This Year, Says WTTC

More Than 1.6mn Travel & Tourism Jobs Set to Be Created in India This Year

World Travel & Tourism Council & UNWTO Sign Historic MOU

WTTC G20 Public-Private Dialogue Shines Light on Travel & Tourism Opportunities

China’s Travel & Tourism Sector Forecast to See Swift Post-pandemic Recovery Despite Prolonged Restrictions

WTTC Calls for Urgent Action on Sustainable Aviation Fuel

UAE Travel & Tourism Sector Set to Recover This Year, Says WTTC

Strong Signs of Recovery for Travel & Tourism in Canada Says WTTC

U.S. Travel & Tourism Sector Set to Reach Record-Breaking High This Year Says WTTC

Global Travel & Tourism Catapults Into 2023 Says WTTC

VFS Global Founder & CEO Zubin Karkaria Joins the World Travel & Tourism Council’s Executive Committee

WTTC Unveils World-First Global Travel & Tourism’s Water Footprint

WTTC Data Reveals Portugal’s Travel & Tourism Sector’s Climate Footprint

New WTTC Environmental Data Reveals Italy’s Travel & Tourism Sector’s Climate Footprint

WTTC Reveals Germany’s Travel & Tourism Sector’s Climate Footprint

WTTC Launches Groundbreaking Hotel Sustainability Basics

WTTC Reacts to Statement From the Presidency of the EU Council on Easing Restrictions for Travellers From China to the EU

Tourists Heading Back to Asian Cities Says the World Travel & Tourism Council

Beijing Set to Become World’s Largest Travel & Tourism City Destination Says WTTC

Tourists Travelling Back to South Africa’s Biggest Cities Says WTTC

International Tourists Unlocking Economic Recovery Across the UAE Says the World Travel & Tourism Council

Travel & Tourism Sector in Key European Capitals Strongly Recovering Says WTTC

Tourists Travelling Back to North Africa’s Biggest Cities Says WTTC

Heading Back to Indian Cities Say World Travel & Tourism Council

WTTC Expresses Condolences to the People of Türkiye and Syria

Orlando Crowned Largest Travel & Tourism City Destination in America for 2022

Tourists Heading Back to Australia Say World Travel & Tourism Council

WTTC and TRIP.COM Group Global Traveller Report Reveals Shift Towards Sustainable Travel

WTTC Reveal Paris as the World’s Most Powerful City Destination

WTTC Reacts to the Imposition of Travel Restrictions on Chinese Travellers

WTTC Reveals APAC’s Travel & Tourism Sector’s Climate Footprint

African Travel & Tourism Sector’s Climate Footprint Revealed

The World Travel & Tourism Council Reveals Climate Footprint of EU Travel & Tourism Sector

North American Travel & Tourism Sector’s Climate Footprint Revealed

The World Travel & Tourism Council Announce Collaboration with UNWTO and Sustainable Hospitality Alliance at COP15

Rwanda Announced as Next WTTC Global Summit Host

International Cities Remain the Backbone of Global Travel & Tourism 

WTTC Unveils World-First Global Travel & Tourism Climate Footprint Data

The World Travel & Tourism Council’s 22nd Global Summit in Riyadh Set to Be Biggest Ever

Global Traveller Survey Reveals International Travel Is Back

WTTC Announces Former UK Prime Minister Theresa May as Keynote Speaker for Its Global Summit in Saudi Arabia

WTTC Announces Ban Ki-Moon Former United Nations Secretary-General as First Keynote Speaker for Its Global Summit

TBO.COM Co-founder Gaurav Bhatnagar Joins the World Travel & Tourism Council’s Executive Committee

WTTC Announces Speakers for Its 22nd Global Summit in Saudi Arabia Next Month

The World Travel & Tourism Council and the Sustainable Hospitality Alliance Announce Partnership to Accelerate the Transition to Net Positive Hospitality

WTTC Welcomes the Agreement on a Collective Long-Term Aspirational Goal

The World Travel & Tourism Council Commends Government of Canada’s Decision to Remove COVID-19 Travel Restrictions

WTTC Calls on ICAO Member States to Rally Behind Aviation and Agree Ground-Breaking Carbon Reduction Targets

The World Travel & Tourism Council Hosts Historical Dialogue Between Private Sector and the G20 Ministers

WTTC Welcomes the Reopening of Borders in Japan

WTTC Publishes Ground-Breaking Report on How Travel & Tourism Can Reverse Nature Loss

The World Travel & Tourism Council Reacts to the Death of Queen Elizabeth II

U.S. Retains Its Position as the World’s Biggest Travel & Tourism Market Despite Lengthy Travel Restrictions by Boosting Domestic Travel

World Travel & Tourism Council Welcomes Inflation Reduction Act of 2022

Nearly 50,000 Travel & Tourism Jobs in Portugal Could Remain Unfilled, Says WTTC

Quarter of a Million Vacancies in Travel & Tourism Threaten Italy’s Economic Recovery, Says WTTC in New Report

According to WTTC, More Than 70,000 Vacancies in Travel & Tourism Threaten France’s Economic Recovery

130,000 Vacancies in Travel & Tourism Threaten UK Economic Recovery Says WTTC in New Report

412,000 Travel & Tourism Jobs Across the U.S. Will Remain Unfilled Unless Urgent Action Is Taken

WTTC Reveals New Data Signaling the Recovery of International Travel to the U.S.

According to WTTC and ETC, 1.2 Million Travel & Tourism Jobs Across the EU Will Remain Unfilled Unless Urgent Action Is Taken

WTTC Launches New Report on Best Practices for Short-Term Rentals

China’s Travel & Tourism Sector to Create More Than 30 Million Jobs Over the Next Decade

Japan Travel & Tourism Could Approach Pre-Pandemic Levels Next Year

South Korea’s Travel & Tourism Expected to Create Nearly Half a Million Jobs Within the Next Decade

South Africa’s Travel & Tourism’s Growth to Outpace the National Economy for the Next 10 Years

More Than Five Million New Travel & Tourism Jobs to Be Created in Indonesia Within the Next Decade

Saudi Arabia’s Travel & Tourism to Have Fastest Growth in the Middle East Over the Next Decade

Travel & Tourism Jobs in Nigeria to Double Over the Next Decade

New Report From WTTC Analyses Critical Factors for Hotel Investment Post Pandemic

WTTC Publishes New Report on Destination Resilience

WTTC Calls for Greater Coordination Between Caribbean Governments to Create More Than 1.3 Million Jobs Over the Next Decade

Portugal’s Travel & Tourism Could Surpass Pre-pandemic Levels in 2023

World Travel & Tourism Council Welcomes Decision to Remove Testing for Travelers Which Caused “Untold Damage”

Travel & Tourism Set to Inject Over $2.6 Billion Into the U.S. Economy Over Next Decade

WTTC Announces Influential Speakers for Its Sustainability and Investment Summit in Puerto Rico

Visitors Flock to UK to Join Celebrations as the Queen Celebrates 70 Years on the Throne

India’s Travel & Tourism Could Surpass Pre-pandemic Levels by the End of 2022

Italy’s Travel & Tourism Could Reach Pre-pandemic Levels Next Year, Reveals WTTC Report

France’s Travel & Tourism Could Surpass Pre-pandemic Levels in 2023

WTTC Publishes Report on Digital Travel Post COVID

Germany’s Travel & Tourism Could Surpass Pre-Pandemic Levels Next Year

New Report From WTTC Reveals UK Travel & Tourism Sector Is Expected to Create 700,000 Jobs Over the Next Decade

Turkey’s Travel & Tourism Sector to Grow at Twice the Rate of the National Economy

North America Travel & Tourism Sector GDP Expected to Grow an Average of Nearly 4% Annually Over Next Decade

Travel & Tourism Sector Across Africa Expected to Create 14 Million New Jobs Within the Next Decade

Canada Travel & Tourism Could Reach Pre-pandemic Levels Next Year

Nearly Eight Million New Travel & Tourism Jobs to Be Created in Europe Within the Next Decade

Middle East Travel & Tourism Sector Expected to Create 3.6 Million New Jobs Within the Next Decade

WTTC Global Summit Closes in Manila and Announces Saudi Arabia as Next Host Destination in November This Year

The World Travel & Tourism Council Reveals Massive Increase in Global International Inbound Travel

WTTC Launches New Cyber Resilience Report for the Global Travel & Tourism Sector

WTTC Launches Major Hotel Sustainability Initiative at Its Global Summit in Manila

Leading Tourism Ministers and Business Leaders Discuss Lessons Learnt From the Pandemic at WTTC’s 21st Global Summit

Travel & Tourism Sector Expected to Create Nearly 126 Million New Jobs Within the Next Decade

New Report From WTTC and Jll Outlines Global Cities’ Preparedness for Sustainable Travel & Tourism Growth

British Adventurer Bear Grylls Named as Keynote at WTTC Global Summit in the Philippines

WTTC’s Latest Economic Impact Report Reveals Significant Recovery in the Philippines Travel & Tourism Sector in 2021

Global Travel & Tourism Sector Unites to Support Ukraine

The World Travel & Tourism Council Welcomes the Removal of the Travel Health Notice for Cruises

WTTC Announces Speakers for Its 21st Global Summit in the Philippines

The World Travel & Tourism Council Addresses EU Ministers to Discuss the Recovery of Travel & Tourism

The World Travel & Tourism Council Commends New Zealand Government for Reopening Its Borders to International Travellers

WTTC Reacts to the Removal of All Remaining UK Travel Restrictions

World Travel & Tourism Council Supports Call For Intra-EU Travel Restrictions to Be Dropped

WTTC Reacts to the Removal of COVID-19 Tests for the Fully Vaccinated Travelling to Saudi Arabia

WTTC Statement on the Invasion of Ukraine

Middle East’s Travel & Tourism Sector Could Grow To Us$246 Billion in 2022, Says WTTC

France’s Travel & Tourism Sector Could See Employment Surpass Pre-Pandemic Levels This Year, Says WTTC

WTTC Welcomes “Sensible” EU Scrapping of Pre-departure Tests for Fully-Vaccinated

China’s Travel & Tourism Sector Could Reach CNY 11 Trillion This Year, Says WTTC

UK’s Travel & Tourism Sector Poised to Hit £192 Billion This Year if Government Keeps Borders Open, Says WTTC

Date updated: 28/08/24

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Looking for adventure? These are the best countries for it, per U.S. News & World Report

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Where in the world should you travel?  

It depends on what you’re looking for: beautiful scenery , friendly locals , great food .  

Those were all factors U.S. News & World Report weighed for their Best Countries rankings, released Tuesday.  

This year’s rankings are based on the perceptions of nearly 17,000 survey respondents around the world, on topics running the gamut from military strength to public education.   

Learn more: Best travel insurance

“It's mostly like an association game,” said U.S. News Managing Editor of Government Rankings Gary Emerling, who oversaw the project. “Like, I think this is a friendly country.  I know Canada is friendly, so I'm going to choose Canada for this one, not to stereotype."

Make your money go further: These countries may be the best places to visit

Among the lists of superlatives spawned by the study, three European countries – Italy, Spain and France – topped the best countries for tourism.   

Tourism itself is a subcategory under the larger umbrella of adventure.   

Best countries for adventure

Other attributes contributing to this year’s adventure rankings include perceived friendliness, fun , pleasant climate , scenery and sexiness , yes sexiness.   

U.S. News & World report separately ranked the best countries for solo travel. 

Best countries for travel alone

“Within that, there's an attribute where we look at how safe countries are perceived as , and I think that's important for travelers to look at,” Emerling said. “It's kind of what you would think – the Nordic countries, Switzerland on that list – but then, similar to ... the friendly attribute, we have one called unapproachable .” 

Iran, Kazakhstan, Myanmar, Uzbekistan and Russia were seen as the five most unapproachable countries, based on survey responses. Emerling noted current events can impact perceptions.  

“Israel has fallen like 24 spots as far as being seen as good for tourism,” he said. “I think it would be fair to assume folks are connecting the current situation in Gaza there.” 

The 2024 survey of nearly 17,000 people from across the globe was conducted from March 22 to May 23. U.S. News & World Report says they consulted on the study and model used to score and rank countries, which were developed by global marketing and communications services company WPP and Wharton School of the University of Pennsylvania professor David Reibstein. 

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Florida's forgotten theme park from 1938 welcomes tourists despite popular competition

Florida park, originally made to be a movie studio, still stands today.

Marineland, a Florida theme park, has 'constantly adapted' to tourism changes since 1938

Marineland Dolphin Adventure historian Terran McGinnis tells Fox News Digital that the world's first oceanarium, which opened in Florida in 1938, is still around after 86 years and remains a quaint facility among Orlando's competition.

Florida's original theme park has overcome the towering shadow of its younger peers in Orlando and remains a haven, if even by accident, for tourists seeking marine edification.

Take a drive along A1A in northeast Florida, about 18 miles south of St. Augustine, and you will happen upon Marineland Dolphin Adventure, a seemingly forgotten tourist attraction.

It's touted as "the world's first oceanarium," and is located in a small town that shares the same first name.

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Marineland the park and Marineland the town are often regarded as one and the same, but were it not for the vision of the marine park's founders, neither would exist.

What is now known as Marineland Dolphin Adventure first opened as Marine Studios on June 23, 1938. It was originally intended to be an underwater film studio, Terran McGinnis, Marineland's historian, told Fox News Digital in an on-camera interview.

Marineland opened as Marine Studios in 1938. Old photographs from its early days show a sign off the highway, left, and an actress, right, posing for a picture at the entrance. (Marineland Dolphin Adventure)

"Back in 1938, you know, underwater cameras hadn't been invented yet," McGinnis said. "Scuba diving hadn't been invented yet. So, it was almost impossible to get underwater footage for movies."

But the founders of Marineland – Douglas Burden, Ilya Tolstoy and Cornelius Vanderbilt Whitney – had the goal of revolutionizing filmmaking by building underwater tanks on ground level. Their tag line was, "Bring the sea ashore," McGinnis said.

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They chose a part of Florida that was "relatively free of hurricanes," McGinnis said, and close to Jacksonville, which had once been a hotbed for filmmaking.

The barrier island upon which Marineland sits was narrow enough to build on the oceanside and dock boats across A1A on the Intracoastal Waterway.

Although modest tourism was to be expected, it came as a surprise to all involved when about 30,000 people showed up for the grand opening, McGinnis said.

Marineland of Florida, now known as Marineland Dolphin Adventure, has been open for business since 1938. (Marineland Dolphin Adventure)

"I think it was on that very opening day when they started really listening to people's comments that they kind of flipped their business plan from being a film studio that occasionally welcomes tourists to being a tourist attraction that occasionally makes movies," McGinnis said.

RARE ALBINO ALLIGATOR HATCHES IN FLORIDA: 'ESTIMATED 100 TO 200 IN THE WORLD'

There were still plenty of movies and television shows filmed there — notably "Revenge of the Creature," which was the 1955 sequel to "Creature from the Black Lagoon" — but by then Marine Studios had fully morphed into Marineland.

Billed as the very first oceanarium, which means "mixed species together," Marineland was "one of the original roadside attractions," McGinnis said.

Marineland, which opened as Marine Studios in 1938, is the world's first oceanarium. It is now a Florida Heritage site with its own historical landmark sign. (Marineland Dolphin Adventure)

While Florida's coastline has seen a surge of development since Marineland's arrival, that's not the case at Marineland and its immediate vicinity.

Today's Marineland offers dolphin encounters for guests to swim and play with the aquatic mammals. There are summer camps and day camps for children who have the opportunity to learn about marine life.   It also has, as McGinnis described it, that "sweet old Florida charm to it that a lot of other areas have lost."

SEAWORLD ENTHUSIASTS AND TWIN BROTHERS WHO ATTENDED CAMP AS KIDS WORK AT PARTIES FOR MILESTONE ANNIVERSARY

"And in our little town of Marineland, all the other few businesses that are there are all in some way connected to marine science and marine research and conservation," McGinnis added. "So, there's this neat kind of ocean theme to everything there."

The town was born two years after Marineland opened.

This is an old aerial view of what was then Marine Studios in the town of Marineland, Florida. (Marineland Dolphin Adventure)

"The growth of the park as a popular place for visitors to experience marine life up close led to the incorporation of the town of Marineland in 1940," the town's website says.

FLORIDA WOMAN HAS TRAVELED TO 55 COUNTRIES, SAYS CRUISE SHIP VACATIONS ARE THE WAY TO GO

Its government structure consists of one mayor and one commissioner. There are five town staff members.

Marineland the town has a population of 15, as of the latest U.S. Census Bureau data.

Fox News Digital reached out to the town for comment.

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"I don't even know if this is true anymore, but for a long time, we always said we're the only town where there are more dolphin residents than human residents," McGinnis said.

Marineland was once the No. 1 tourist attraction in Florida, McGinnis said.

Marineland of Florida has been educating and entertaining visitors for 86 years. Here, dolphins are seen performing stunts during a show. (Marineland Dolphin Adventure)

These days, however, tourism is mostly concentrated in and around Orlando, where theme parks like Walt Disney World and SeaWorld have diverted much of Marineland's business.

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"There have certainly been ups and downs" when it comes to attracting new visitors, McGinnis said.

Still, 86 years after opening, Marineland remains in business, which McGinnis said is "because we have constantly adapted."

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"And the truth is, we will never be one of those big facilities, one of those really showy facilities," McGinnis continued. "So, we're not where you should come if that's what you want." But, McGinnis said, for people who are looking to visit a "sweet, small, affordable, beautiful facility," Marineland is exactly that.

Peter Burke is a lifestyle editor with Fox News Digital. 

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This Company Will Pay You $10,000 To Travel The World

An internet browsing company is looking for a Chief Nomad Officer to work remotely for one month this Fall to curate the ultimate Digital Nomad guide.

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Start a new career as a Digital nomad to locations like this in Florence, Italy

If you have ever dreamt of traveling the world and getting paid for it, this is your opportunity to embark on a life-changing experience. All courtesy of Shift , the power browser created to organize all of your web apps into one easy-to-access window.

Shift is now hiring a Chief Nomad Officer who will get paid $10,000 to travel the world for a month. In this enviable role, the CNO will use the browser to power their new nomadic lifestyle for 30 days beginning October 7, 2024. The new recruit will be required to share their unique content on Shift’s social media and blog and create a digital nomad guide to help others who want to travel and work remotely.

Travel to remote destinations and live a true Digital nomad lifestyle.

With millions of people working from home despite a post-pandemic return to the office workspace, remote work is continuing to grow, and countries around the world are opening their borders to welcome digital nomads.

According to a FlexJobs survey, 85 percent of millennials say they want to work remotely 100 percent of the time. In another study by Upwork, an online freelancing platform, an estimated 36.2 million US professionals will work remotely by 2025.

In what is becoming a unique marketing trend, numerous companies have previously jumped on board with contests like this , offering travel dream jobs. The New York Times once ran a popular 52 Places Traveler contest, where 13,000 people applied to spend a year traveling to all 52 selected destinations. This builds online publicity for the company and offers a lucky individual the opportunity to experience personal growth and possibly launch a new career as a digital nomad.

Modern technologies make it easier to be connected in the most exotic far away locations.

If the winning applicant needs inspiration for the new assignment, the Global Digital Nomad Report by Global Citizen Solutions is a valuable resource. The report, which ranks the best countries for digital nomads in 2024, can help you make an informed decision. According to the report, Spain tops the list, followed by the Netherlands, Norway, Estonia, Romania, Malta, Portugal, Canada, Hungary, and France.

The Chief Nomad Officer will receive compensation of up to $10,000 for travel expenses like plane tickets and hotels. In exchange, they'll create unique content for people around the world. The goal is to inspire other nomads with your best tips on managing work and personal life from another country and in the most unique situations.

It is essential for the new Chief Nomad Officer (CNO) to connect with other digital nomads and share knowledge and expertise. They will be expected to regularly post stories, videos, and a vlog of their adventures to the company's platform to build a sense of community among online and offline audiences.

The requirements to be considered for the new Shift job are simple, but make sure you bring out your best creative side, as competition will be fierce. Candidates can apply from Sept 10-20 by publishing a 60-second video on their TikTok or Instagram describing why they want to be Shift's CNO and tagging the company’s account and adding hashtag #ShiftCNO.

Leave the city behind an explore the planets most unusual locations while sharing with the world.

According to Shift's VP of Marketing, Sabrina Banadyga, this new opportunity is the chance to explore the world with a built-in expense account. "At Shift, we've always believed that the future of work is flexible, and the rise of remote work has only amplified this. The digital nomad lifestyle continues to grow as more people seek the freedom to work from anywhere in the world. And why not take the chance to check off your bucket list destinations, visit family and friends in other countries, meet new people, and explore new cultures — these are some of the best reasons to live a nomadic life, even for a short period."

"What we're hoping the Chief Nomad Officer will share is an inspiration to others who have always dreamed of living and working somewhere else but perhaps have been scared to take the leap of faith," she adds. "There's no better time than now to grab your passport and computer and embrace the freedom a remote job can offer."

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Health Tourism Isn't Just For Influencers — Here's What to Know Before You Book

"I flew to Turkey to get the most in-depth check-up of my life, and it was the greatest thing I've ever done for my health and my bank account," says content creator Bryn Elise in the opening of a TikTok with nearly two million likes. Elise's video details her experience with health tourism, a trending practice that involves traveling abroad for the sake of medical treatment. In Elise's video, she walks viewers through the services she received at Memorial Hospital Bahçelievler, including a series of diagnostic testing, a bone density scan, chest x-ray, and multiple ultrasounds, all of which were made possible through a designated coordinator and translator. "Doing this in the US would've cost me thousands and taken me months to line up, but in one day, we're doing it all," Elise says, revealing the total price to be $810.

Although health tourism is not a new industry by any means, Elise's candid TikTok certainly seemed to spark a renewed interest. "Not only is the cost in the US unreal, you could NEVER get results and meet with your MD in the same day. This is incredible," one person commented on Elise's original video. "Everyone in the world should get a check up like this," another commenter agreed. Given high healthcare costs , long wait times, and difficulty navigating specialists in the US, it's no wonder that health tourism is so appealing. But is it really as seamless as it's made out to be on social media? Or are these extensive check-ups too good to be true?

If you've been inspired by health tourism content, here's a few things to know before booking a trip of your own. Read on for advice from a financial expert and a few tips from someone who had a similar check-up themselves.

Experts Featured in This Article:

Rebecca Bebbington is a personal finance expert and content manager at NetVoucherCodes .

Kam Rezzadeh , MD, is a board-certified plastic surgeon at the Beverly Hills Plastic Surgery Group and Cedars Sinai Hospital.

What Is Health Tourism, Exactly?

Health tourism has quickly become a buzz word on social media. But what does it actually mean? "For years, people have traveled abroad for plastic surgery at a fraction of the cost compared to their home countries. Now, the same trend is emerging for general health check-ups in countries like Turkey and Thailand — the same countries known for their affordable plastic surgery options," explains Rebecca Bebbington, a personal finance expert.

"In countries like the US, where healthcare costs can be incredibly high — especially for those without insurance — seeking medical care abroad makes financial sense. However, in countries like the UK, where healthcare is typically free, this trend is much less common," she tells PS. For reference, the kind of health tourism we see trending on social media typically refers to diagnostic testing, check-ups, and preventative care that would otherwise be inaccessible due to rising healthcare costs in countries like the US. Cosmetic procedures like plastic surgery and dentistry are closely related, but have less to do with medical care.

Benefits of Health Tourism

Health tourism offers many advantages — from greater accessibility to lower costs. While visiting family in Taiwan, photographer and content creator Erin Donahue decided to do a comprehensive physical exam complete with blood tests, allergy tests, ultrasounds, vision tests, and more — all of which she documented on TikTok . Taiwanese citizens have universal healthcare, but since she's not a citizen, Donahue went to a private clinic and paid out of pocket. "From beginning to end, it was about 90 minutes," Donahue tells PS. The total came out to about $450 for 20 different services.

"I got my results in two weeks, and then there are follow-up recommendations," Donahue says. Patients can either take these suggestions back to their home country, where they can consult with their own healthcare provider (and potentially incur additional costs), or come back to the clinic and follow-up with specialists. The choice ultimately comes down to the services needed, affordability, and an individual's specific circumstances (work schedule, accommodations, child care, etc.). "I was thinking maybe I'll do the follow-ups here [in the US], but I plan on going back to Taiwan, and I'm not in any health crisis, so I might just do my follow-ups [in Taiwan]," Donahue says.

There are also some serious perks to health tourism that have nothing to do with finances. "In addition to lower costs, health tourism provides access to skilled doctors and certain procedures that may be less accessible in an individual's own country," Bebbington says. "For example, in the US, seeing a specialist might require a long waitlist, but traveling abroad can offer immediate access to these experts."

Donahue's visit was mainly a form of preventative care , but she's also felt the weight of medical fees back in the US. "I had to go to a hospital for a few days, literally only a few days, but I was in an intensive care kind of situation, and the bill for a few days was five figures — almost 40 grand if I recall," she says. "Thank God there was at least the insurance because I would've been in financial debt to this day." For those living without insurance, or for those with chronic health conditions who need to see multiple specialists, health tourism may be a viable option.

"We don't have much government intervention or support the way other countries do, which has also made the situation really hard on Americans," Donahue says. "The cost of living is basically just astronomical at this point. [We feel] like we're backed into a corner."

Downsides to Health Tourism

Although health tourism may be a more affordable choice for people already making a trip or going on a pre-planned vacation, traveling solely for health can still be pricey (think accommodations like lodging, food, and transportation) and difficult to navigate. "Health tourism, while helpful for those able to afford it, highlights how health services are failing residents of certain countries," Bebbington says. Meanwhile, the people living within hot health tourism destinations may have to rely on stretched services.

"God forbid something goes wrong. It's just really, really challenging to navigate healthcare in other countries," says Kam Rezzadeh, MD. The good news is that, generally speaking, diagnostic testing does tend to be less risky than more invasive surgical procedures. "As far as preventative medicine, I would say I would have a much lower threshold to sign off on that and be okay with a patient of mine doing that," Dr. Rezzadeh says.

Donahue also notes that the overall quality of care may be different overseas, depending on where you decide to go. What works for one person, may not be the best for someone else. "Sometimes [providers] won't even talk unless they need to translate something, and then you're shifted out to the next place," she says. "I know some people, they don't like that kind of transactional feeling, but I was like, 'This is not something that I need a personal touch for.'"

It's also worth mentioning that not all clinics are created equal, and you should always do your own research before booking. "As with the trend of seeking plastic surgery abroad, it's advised to thoroughly research and visit reputable clinics to ensure accurate information and safe procedures," Bebbington says. "While general health check-ups may carry less immediate risk than plastic surgery, incorrect medical advice can have long-term consequences." Some things to look for when vetting a new doctor and booking health appointments abroad include:

• When and where they received their medical education and degree
• Clinical employment history
• Any fellowships or post-graduate training courses
• Internationally accredited facilities
• Specialists certified "through a process equivalent to that established by the member boards of the American Board of Medical Specialties" (per the CDC )
• Organizations like the Joint Commission International and the Accreditation Association for Ambulatory Health Care — both of which list accredited facilities outside of the US

If you're still unsure whether a doctor or facility is appropriately qualified, Dr. Rezzadeh highly recommends asking another provider to assist you. "I think we're all unified that we want the best outcomes for our patients," he says. Dr. Rezzadeh also notes that the board-certification process in the US tends to be more intense than in some other countries (such as Turkey or Mexico), which makes vetting even more critical. Don't be afraid to ask for help if you need it.

Other Things to Consider

Donahue points to Thailand, Malaysia, and Kuala Lumpur as some of the most popular health tourism spots in Asia, but it's important to do your own research. Donahue, for example, went to a private clinic, which offered an element of luxury. Depending on the location and package you choose, some health facilities will even help coordinate appointments, lodging, and meet you at the airport. But this isn't guaranteed everywhere you book. Here are a few more helpful tips to consider when planning a health tourism trip:

• Check With Your Doctor : Depending on your circumstances, it may be best to touch base with your local healthcare provider first, Bebbington says. "[You] can then see if [you] can get a thorough health check-up for a reasonable price without needing to travel abroad."
• Make the Most of Your Vacation : Save your money and schedule an appointment on your next vacation. "Make it a two for one — plan a vacation or something, and then just have a scheduled doctor's appointment, and this way you're not stressing yourself out," Donahue suggests.
• Translation Services : If you're visiting a country that isn't English-speaking, make sure translators or translation services are available.
• Credentials : In your research, Bebbington recommends checking the facilities you want to visit, and ensuring they "are reputable and have the right credentials to provide high-quality health care."
• Pack Your Medical Records : "Travelers should bring their medical records with them detailing as much information about any current conditions as possible and purchase travel health insurance to cover them should anything go wrong," Bebbington says. "While general health check-ups typically carry lower risks, these precautions can help ensure a smooth and safe experience."
• Prep For Your Trip : The CDC suggests consulting with a travel medicine specialist who can advise you on the best practices for your specific health needs (think 4–6 weeks before travel).
• Have a Backup Plan : Even if you do all the right research, it pays to have a backup plan. To stay on the safe side, Dr. Rezzadeh recommends having a solid post-appointment plan. "If traveling abroad, always just think: what is the worst case scenario?" he says. "So if I have an infection, if I have a bleeding issue, if something bad happens to me, where will I go?" And if you're doing a more invasive procedure, make sure to check with the provider about hospital privileges, and where you would go in case of a complication.

Chandler Plante is an assistant editor for PS Health & Fitness. Previously, she worked as an editorial assistant for People magazine and contributed to Ladygunn, Millie, and Bustle Digital Group. In her free time, she overshares on the internet, creating content about chronic illness, beauty, and disability.

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