Tourism recovery after the COVID-19 pandemic
People are traveling like never before - and it's only going to get better from here. With no borders, full planes, and hotels filled with visitors from across the globe - from the oldest cities to hidden natural wonders - people are traveling again. From ancient cities to remote natural wonders, travelers are returning with fresh curiosity and a hunger for meaningful experiences. Whether you're drawn to vibrant cultural hubs, luxury escapes, or eco-adventures off the beaten path, this year is shaping up to be one of the most exciting times to explore the world.
This travel guide reveals all the top trends this year in travel by assessing the most traveled countries and cities, identifying where growth is happening in travel, and highlighting where people are going and where travel industries are booming and projected. Most importantly, we’ll share ideas on how you, as a traveler, can take action - turning this global movement into personal inspiration and unforgettable journeys.
First of all, let’s take a look at one of the strongest indicators of international tourism growth - the total number of international arrivals globally. Analyzing how many tourists travel each year we can evaluate the global tourism growth rate.
The sharp rise in international arrivals reveals that the real barrier to travel was never a lack of interest—but the pandemic itself. With restrictions lifted, the world’s deep-rooted desire to explore has surged back, proving that global travel remains a powerful and enduring part of modern life.
Regional data reveals how the world is traveling again—and where the biggest shifts are happening. By looking at which areas bounced back fastest or surged ahead, we can uncover emerging travel hotspots, changing traveler preferences, and new opportunities for unforgettable journeys.
Let’s take a look at a regional breakdown
This data highlights a clear shift in global travel dynamics: regions like the Middle East and Africa are not only recovering fast but also reshaping the global tourism landscape. Their growth may reflect a mix of strategic investment in tourism infrastructure, the appeal of underexplored destinations, and changing traveler preferences toward cultural depth, affordability, and warmer climates.
At the same time, slower recovery in Asia-Pacific suggests that while demand is high, lingering travel restrictions and logistical hurdles have played a role, setting the stage for even stronger growth ahead.
As travelers, we have the opportunity to visit the next big travel spots before they become the next big travel spots and while they're still fresh and less explored.
The tourism revenue chart tells a powerful story. It shows where tourist money flows and how this connects emerging regions with the global economy. Take a closer look at this data to understand the true scale of the recovery and the growing influence of travel worldwide.
Few industries can bounce back so quickly, and such an extensive financial recovery reveals to us that not only are people eager to travel, but they also want to travel at more comprehensive levels for longer durations and larger experiences. For us as travelers, this creates a booming industry with more access, better service, and all endeavors helping to support local economies with every excursion.
Let’s analyze the travel industry growth projections by breaking them down into different sectors:
More people are traveling, which means people not only want to learn, expand, and experience more from their travels, but also that the potential for sustainable options abounds. Emerging markets with high projected growth include ecotourism, cultural tourism, and even luxury travel, meaning a great deal of travelers will come to seek and, hopefully, land more opportunities for sustainable experiences, responsible endeavors, or getting to the depth of a culture.
This trend also elevates the role of free tours, which offer authentic, story-driven experiences that perfectly match the rising demand for cultural connection. For those in tourism—especially those on the ground in smaller towns and villages or those with boutique guest houses—this is an opportunity to find a niche and provide unique experiences for those looking at curiosities and opportunities beyond the norm.
Now let’s take a look at the world’s most visited countries because knowing where travelers are going reveals much more than popularity. This data helps free tour lovers discover vibrant destinations where guided experiences are in high demand, and gives travel businesses insight into where to focus their efforts, partnerships, or expansion.
Expect that you'll both meet with great opportunities and great challenges visiting these countries. For example, flights, accommodations, and even dining could be quite costly—especially at peak times. So, to avoid unnecessary expenditures, book ahead or visit during the shoulder season. Second, these places also tend to be more crowded. If you're looking for an authentic experience, you may want to venture to smaller towns or nearby areas that offer the same advantages without the extra frills. On the bright side, you'll find a wide range of tours, cultural activities, and services designed for curious travelers like you—whether you're into history, food, or spontaneous city adventures.
While knowing the most visited countries is helpful, most trips revolve around a single city—where you land, explore, and immerse yourself. That’s why looking at the world’s top tourist cities gives more practical insights into real travel behavior. It shows where the biggest crowds are, where tourism services thrive, and where travelers like you are most likely to cross paths with others from around the globe. Let’s take a closer look at the cities that drew the most attention.
Now that you’ve seen the most visited cities, you can better plan around the realities of these high-traffic destinations. Expect busy attractions, competitive pricing on flights and hotels, and plenty of tour options. If you enjoy vibrant energy and global crowds, these cities deliver—but if you prefer a more relaxed pace, you might look just outside these hotspots for a richer, less crowded experience.
At the end of the day, we want you to see how the worldwide travel resurgence impacts your next trip beyond raw charts and tables. The world is poised to travel again and it makes sense because demand did not lessen; it just stopped for a moment. People know what's available, borders are opened again, and just as many established tourist towns are coming back to life, fledgling hot spots are blossoming as well.
We recommend maintaining flexibility and keeping an open mind: The most popular cities and countries have increasing activity and demand; however, they've also increased pricing and oversaturation. Consider going off the beaten path or traveling in the off-season for a more affordable and stress-free experience.
Also, as cultural tourism and eco-tourism keep trending, you can bet there will be more opportunities like free walking tours, micro-tours, culture-driven stories, and nature-based trips.
And as regions like the Middle East and Africa gain momentum, they’re becoming more accessible and welcoming for independent travelers. The future of travel is rich, dynamic, and more diversified than ever. You no longer have to stay on a beaten path; you have the power to help make the next path!
Fact-checked
Last reviewed: April 7, 2025
Last updated: April 7, 2025
Licensed under CC BY 4.0
This travel guide reveals all the top trends this year in travel by assessing the most traveled countries and cities, identifying where growth is happening in travel, and highlighting where people are going and where travel industries are booming and projected. Most importantly, we’ll share ideas on how you, as a traveler, can take action - turning this global movement into personal inspiration and unforgettable journeys.
Key facts:
- Global tourism rebounded to pre-pandemic levels in 2024. International arrivals hit 1.4 billion, reaching 99% of the 2019 total.
- International tourism surged by 11% in 2024, with 140 million more arrivals than in 2023
- Tourism is set to grow 3% to 5% in 2025, driven by Asia’s recovery and strong global demand.
Post-pandemic tourism recovery
First of all, let’s take a look at one of the strongest indicators of international tourism growth - the total number of international arrivals globally. Analyzing how many tourists travel each year we can evaluate the global tourism growth rate.
- Global tourism fully rebounded in 2024, with international arrivals reaching 1.4 billion, 99% of pre-pandemic levels.
- International tourism soared 11% in 2024, adding 140 million more arrivals compared to 2023.
International tourist arrivals by year
The sharp rise in international arrivals reveals that the real barrier to travel was never a lack of interest—but the pandemic itself. With restrictions lifted, the world’s deep-rooted desire to explore has surged back, proving that global travel remains a powerful and enduring part of modern life.
Post-pandemic recovery of international tourist arrivals by region
Regional data reveals how the world is traveling again—and where the biggest shifts are happening. By looking at which areas bounced back fastest or surged ahead, we can uncover emerging travel hotspots, changing traveler preferences, and new opportunities for unforgettable journeys.
Let’s take a look at a regional breakdown
- The Middle East led global tourism recovery with 95 million arrivals in 2024, soaring 32% above 2019 levels.
- Africa welcomed 74 million international tourists, surpassing pre-pandemic numbers by 7%.
- Europe recorded 747 million arrivals in 2024, edging 1% above 2019 levels.
- The Americas received 213 million tourists, recovering 97% of pre-pandemic arrivals.
- Asia-Pacific hit 87% of pre-pandemic levels but surged 33% from 2023.
This data highlights a clear shift in global travel dynamics: regions like the Middle East and Africa are not only recovering fast but also reshaping the global tourism landscape. Their growth may reflect a mix of strategic investment in tourism infrastructure, the appeal of underexplored destinations, and changing traveler preferences toward cultural depth, affordability, and warmer climates.
At the same time, slower recovery in Asia-Pacific suggests that while demand is high, lingering travel restrictions and logistical hurdles have played a role, setting the stage for even stronger growth ahead.
As travelers, we have the opportunity to visit the next big travel spots before they become the next big travel spots and while they're still fresh and less explored.
Recovery of international tourism revenue
The tourism revenue chart tells a powerful story. It shows where tourist money flows and how this connects emerging regions with the global economy. Take a closer look at this data to understand the true scale of the recovery and the growing influence of travel worldwide.
- In 2024, tourism exports hit a record USD 1.9 trillion, up 3% from 2019.
- In 2024, tourism receipts reached USD 1.6 trillion, up 4% from 2019.
- Tourism accounted for 10% of global GDP in 2024, just 0.4 percentage points below 2019, signaling an almost complete recovery.
Few industries can bounce back so quickly, and such an extensive financial recovery reveals to us that not only are people eager to travel, but they also want to travel at more comprehensive levels for longer durations and larger experiences. For us as travelers, this creates a booming industry with more access, better service, and all endeavors helping to support local economies with every excursion.Global tourism growth projections
- By 2034, tourism's share of global GDP is set to hit 11.4%, driving a massive $16 trillion impact.
Let’s analyze the travel industry growth projections by breaking them down into different sectors:
- The ecotourism sector is projected to grow from USD 270.5 billion in 2025 to USD 551.8 billion by 2035, with a CAGR of 7.4%
- The cultural tourism industry is expected to increase from USD 1.2 trillion in 2025 to USD 2.6 trillion by 2035, achieving a CAGR of 8.1%
- The luxury travel market is forecasted to grow from USD 890.8 billion in 2023 to USD 2.15 trillion by 2035, with a CAGR of 7.4%
- The travel accommodation market is projected to expand from USD 797.7 billion in 2023 to USD 3.14 trillion by 2035, reflecting a CAGR of 12.1%.
More people are traveling, which means people not only want to learn, expand, and experience more from their travels, but also that the potential for sustainable options abounds. Emerging markets with high projected growth include ecotourism, cultural tourism, and even luxury travel, meaning a great deal of travelers will come to seek and, hopefully, land more opportunities for sustainable experiences, responsible endeavors, or getting to the depth of a culture.
This trend also elevates the role of free tours, which offer authentic, story-driven experiences that perfectly match the rising demand for cultural connection. For those in tourism—especially those on the ground in smaller towns and villages or those with boutique guest houses—this is an opportunity to find a niche and provide unique experiences for those looking at curiosities and opportunities beyond the norm.
World tourism rankings by country
Now let’s take a look at the world’s most visited countries because knowing where travelers are going reveals much more than popularity. This data helps free tour lovers discover vibrant destinations where guided experiences are in high demand, and gives travel businesses insight into where to focus their efforts, partnerships, or expansion.
Top 10 tourist countries in the world
Expect that you'll both meet with great opportunities and great challenges visiting these countries. For example, flights, accommodations, and even dining could be quite costly—especially at peak times. So, to avoid unnecessary expenditures, book ahead or visit during the shoulder season. Second, these places also tend to be more crowded. If you're looking for an authentic experience, you may want to venture to smaller towns or nearby areas that offer the same advantages without the extra frills. On the bright side, you'll find a wide range of tours, cultural activities, and services designed for curious travelers like you—whether you're into history, food, or spontaneous city adventures.
Top 10 tourist cities in the world
While knowing the most visited countries is helpful, most trips revolve around a single city—where you land, explore, and immerse yourself. That’s why looking at the world’s top tourist cities gives more practical insights into real travel behavior. It shows where the biggest crowds are, where tourism services thrive, and where travelers like you are most likely to cross paths with others from around the globe. Let’s take a closer look at the cities that drew the most attention.
Now that you’ve seen the most visited cities, you can better plan around the realities of these high-traffic destinations. Expect busy attractions, competitive pricing on flights and hotels, and plenty of tour options. If you enjoy vibrant energy and global crowds, these cities deliver—but if you prefer a more relaxed pace, you might look just outside these hotspots for a richer, less crowded experience.
Conclusions
At the end of the day, we want you to see how the worldwide travel resurgence impacts your next trip beyond raw charts and tables. The world is poised to travel again and it makes sense because demand did not lessen; it just stopped for a moment. People know what's available, borders are opened again, and just as many established tourist towns are coming back to life, fledgling hot spots are blossoming as well.
We recommend maintaining flexibility and keeping an open mind: The most popular cities and countries have increasing activity and demand; however, they've also increased pricing and oversaturation. Consider going off the beaten path or traveling in the off-season for a more affordable and stress-free experience.
Also, as cultural tourism and eco-tourism keep trending, you can bet there will be more opportunities like free walking tours, micro-tours, culture-driven stories, and nature-based trips.
And as regions like the Middle East and Africa gain momentum, they’re becoming more accessible and welcoming for independent travelers. The future of travel is rich, dynamic, and more diversified than ever. You no longer have to stay on a beaten path; you have the power to help make the next path!
Sources
- International Tourism to Reach Pre-Pandemic Levels in 2024 - UN Tourism
- International tourism recovers pre-pandemic levels in 2024 - UN Tourism
- Number of international tourist arrivals worldwide from 1950 to 2024 - Statista
- Share of travel and tourism's total contribution to GDP worldwide in 2019 and 2023, with a forecast for 2024 and 2034 - Statista
- Ecotourism Market Set for Significant Growth, Projected to Reach USD 551.8 Billion by 2035 | Future Market Insights Inc. - GlobeNewswire
- World Tourism Rankings - Country Cassette
Fact-checked
Last reviewed: April 7, 2025
Last updated: April 7, 2025
Licensed under CC BY 4.0
