Home » Europe » UNWTO: European tourism to surge in 2024, closer to full recovery
Sunday, January 21, 2024
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The UNWTO reports that Europe’s tourism boom will reach 94% of pre-pandemic levels in 2024, with visitor numbers reaching 1.3 billion, fuelled by events such as the Paris Olympics and strong demand.
As 2024 begins, European tourism is showing signs of a significant recovery, with international visitor numbers surging and approaching pre-pandemic levels. According to the first tourism report of the year, Europe achieved 94% of 2019 tourism numbers, boasting an estimated 1.3 billion international visitors. This recovery is due to the release of pent-up demand, improved air connectivity and a brighter outlook for a full recovery by the end of the year.
As detailed in a recent analysis, Europe’s tourism performance for 2023 was impressive.
The region is one of the world’s leading travel destinations, with visitor numbers nearly matching pre-pandemic levels, thanks in part to strong intra-regional travel and large visits from the U.S. Southern Mediterranean Europe significantly surpassed its 2019 visitor numbers, highlighting the region’s attractiveness.
The economic benefits of this tourism revival in Europe will be significant. In 2023, international tourism receipts in the continent will reach approximately US$1.4 trillion, slightly below the US$1.5 trillion in 2019. Overall export receipts from tourism, including passenger transport, are estimated at approximately US$1.6 trillion, close to the US$1.7 trillion in 2019. The tourism sector’s direct contribution to GDP will be a staggering US$3.3 trillion in 2023, accounting for 3% of global GDP.
Looking ahead to 2024, the outlook for European tourism is bright and is expected to surpass pre-pandemic levels. The latest industry surveys reflect strong optimism, with most experts anticipating further good years ahead. The main factors influencing this positive outlook include:
Continued strong performance and innovative services in key European destinations. Major events expected to draw significant international attention and tourists, such as the Paris Summer Olympics. Expansion of the Schengen Area to include new countries, continuing intra-European travel. Continued strength in the U.S. market contributing to tourist inflows to Europe.
Despite this optimistic outlook, the tourism industry remains mindful of potential economic and geopolitical challenges, such as inflation and regional conflicts, that could affect the pace of recovery. In response, travelers are increasingly seeking value-driven and sustainable travel experiences.
Europe’s tourism industry is well poised to overcome these challenges and capitalise on the opportunities in 2024 to strengthen its position as a leading global destination.
