Global Tourism Industry Experiencing Major Resurgence in 2024: Asia Pacific Driving Growth

The global tourism industry is experiencing a significant resurgence in 2024, with international arrivals up by 16 per cent compared to the previous year. According to ForwardKeys, a travel intelligence firm and Knowledge Partner of the World Travel & Tourism Council (WTTC), this strong recovery is largely driven by the Asia Pacific region, which is finally experiencing robust growth after a delayed post-pandemic reopening.

Key markets in the Asia Pacific region, such as China, Malaysia, Japan, Thailand, and Indonesia, have seen double-digit increases in tourist arrivals, fueling a projected 19 per cent overall rise in international visits by the end of 2024. Oceania, particularly New Zealand and Australia, has also experienced a notable 10 per cent increase in international arrivals.

Australia, in particular, is standing out with a sharp rise in international arrivals, especially from the United States. Bookings from US families have surged by 43 per cent, signaling a significant boost to Australia’s economy. Additionally, arrivals from China are projected to increase by 25 per cent by the end of 2024, further enhancing Australia’s growth prospects.

One of the key factors behind Australia’s tourism revival is the expansion of air connectivity. Airlines have increased capacity on international routes to the country by 8 per cent, primarily driven by regional hubs in Asia Pacific, making Australia more accessible to tourists from across the region.

Despite this growth, both Australia and New Zealand face challenges due to the pronounced seasonality of their tourism industries. The end-of-year holiday season marks a peak in tourist arrivals, while the winter months see a sharp decline. To manage these seasonal fluctuations, data-driven strategies are essential to balance demand throughout the year.

WTTC President & CEO Julia Simpson highlighted the potential for the Asia Pacific region to lead in economic growth and sustainability in tourism. She predicted that the contribution of travel and tourism to the APAC economy would reach USD 3.22 trillion by the end of 2024, with nearly 191 million people employed in the sector.

With the positive momentum continuing, the Asia Pacific region remains a critical driver in the global recovery of international tourism, positioning itself for long-term, sustainable growth.