industry of international tourism

By Bastian Herre, Veronika Samborska and Max Roser

Tourism has massively increased in recent decades. Aviation has opened up travel from domestic to international. Before the COVID-19 pandemic, the number of international visits had more than doubled since 2000.

Tourism can be important for both the travelers and the people in the countries they visit.

For visitors, traveling can increase their understanding of and appreciation for people in other countries and their cultures.

And in many countries, many people rely on tourism for their income. In some, it is one of the largest industries.

But tourism also has externalities: it contributes to global carbon emissions and can encroach on local environments and cultures.

On this page, you can find data and visualizations on the history and current state of tourism across the world.

Interactive Charts on Tourism

Cite this work.

Our articles and data visualizations rely on work from many different people and organizations. When citing this topic page, please also cite the underlying data sources. This topic page can be cited as:

BibTeX citation

Reuse this work freely

All visualizations, data, and code produced by Our World in Data are completely open access under the Creative Commons BY license . You have the permission to use, distribute, and reproduce these in any medium, provided the source and authors are credited.

The data produced by third parties and made available by Our World in Data is subject to the license terms from the original third-party authors. We will always indicate the original source of the data in our documentation, so you should always check the license of any such third-party data before use and redistribution.

All of our charts can be embedded in any site.

Our World in Data is free and accessible for everyone.

Help us do this work by making a donation.

This is how the COVID-19 crisis has affected international tourism

International tourist arrivals increased by 58 percent in the three months ended September 30 compared to the same period of 2020 but remained 64 percent below 2019 levels. Image:  Unsplash/ Iwan Shimko

.chakra .wef-1c7l3mo{-webkit-transition:all 0.15s ease-out;transition:all 0.15s ease-out;cursor:pointer;-webkit-text-decoration:none;text-decoration:none;outline:none;color:inherit;}.chakra .wef-1c7l3mo:hover,.chakra .wef-1c7l3mo[data-hover]{-webkit-text-decoration:underline;text-decoration:underline;}.chakra .wef-1c7l3mo:focus,.chakra .wef-1c7l3mo[data-focus]{box-shadow:0 0 0 3px rgba(168,203,251,0.5);} Felix Richter

.chakra .wef-9dduvl{margin-top:16px;margin-bottom:16px;line-height:1.388;font-size:1.25rem;}@media screen and (min-width:56.5rem){.chakra .wef-9dduvl{font-size:1.125rem;}} Explore and monitor how .chakra .wef-15eoq1r{margin-top:16px;margin-bottom:16px;line-height:1.388;font-size:1.25rem;color:#F7DB5E;}@media screen and (min-width:56.5rem){.chakra .wef-15eoq1r{font-size:1.125rem;}} The Digital Transformation of Business is affecting economies, industries and global issues

.chakra .wef-1nk5u5d{margin-top:16px;margin-bottom:16px;line-height:1.388;color:#2846F8;font-size:1.25rem;}@media screen and (min-width:56.5rem){.chakra .wef-1nk5u5d{font-size:1.125rem;}} Get involved with our crowdsourced digital platform to deliver impact at scale

Stay up to date:, technological transformation.

• International tourist arrivals increased by 58 percent in the three months ended September 30.
• Compared to the same period of 2020 these numbers remained 64 percent below 2019 levels.
• While the latest rebound is certainly encouraging, the recovery of the global tourism sector has been going slower than many had anticipated last year.

Amid fears that the newly discovered COVID-19 variant named Omicron could disrupt global travel once again, the World Tourism Organization (UNWTO) published its latest update on the state of international tourism on Sunday. According to the latest World Tourism Barometer, global travel activity rebounded sharply in the third quarter of 2021, while remaining far below pre-pandemic levels.

International tourist arrivals increased by 58 percent in the three months ended September 30 compared to the same period of 2020 but remained 64 percent below 2019 levels. Looking at the first nine months of 2021, the situation looks even bleaker with international arrivals down 20 percent even compared to 2020 and 76 percent below pre-Covid levels. Looking ahead, UNWTO Secretary-General Zurab Pololikashvili said that “we cannot let our guard down and need to continue our efforts to ensure equal access to vaccinations, coordinate travel procedures, make use of digital vaccination certificates to facilitate mobility and continue to support the sector.”

Have you read?

Aviation industry suffers 'worst year in history' as covid-19 grounds international travel, futurism is a means to see beyond covid-19. here's how to time travel, 4 charts showing covid-19's impact on chinese new year travel.

While the latest rebound is certainly encouraging, the recovery of the global tourism sector has been going slower than many had anticipated last year. According to its latest forecast, the UNWTO expects international tourist arrivals to remain 70 to 75 percent below 2019 levels this year. That translates to roughly $1 trillion in foregone export revenues, which amounted to $1.7 trillion in 2019 and are expected to reach $700 to $800 billion this year. Even this forecast could prove too optimistic, however, if the Omicron variant turns out to be as dangerous as initially feared.

As other sectors proceed to decarbonize, the aviation sector could account for a much higher share of global greenhouse gas emissions by mid-century than its 2%-3% share today.

Sustainable aviation fuels (SAF) can reduce the life-cycle carbon footprint of aviation fuel by up to 80%, but they currently make up less than 0.1% of total aviation fuel consumption. Enabling a shift from fossil fuels to SAFs will require a significant increase in production, which is a costly investment.

The Forum’s Clean Skies for Tomorrow (CST) Coalition is a global initiative driving the transition to sustainable aviation fuels as part of the aviation industry’s ambitious efforts to achieve carbon-neutral flying.

The coalition brings together government leaders, climate experts and CEOs from aviation, energy, finance and other sectors who agree on the urgent need to help the aviation industry reach net-zero carbon emissions by 2050.

The coalition aims to advance the commercial scale of viable production of sustainable low-carbon aviation fuels (bio and synthetic) for broad adoption in the industry by 2030. Initiatives include a mechanism for aggregating demand for carbon-neutral flying, a co-investment vehicle and geographically specific value-chain industry blueprints.

Learn more about the Clean Skies for Tomorrow Coalition's impact and contact us to find out how you can get involved.

Don't miss any update on this topic

Create a free account and access your personalized content collection with our latest publications and analyses.

License and Republishing

World Economic Forum articles may be republished in accordance with the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Public License, and in accordance with our Terms of Use.

The views expressed in this article are those of the author alone and not the World Economic Forum.

The Agenda .chakra .wef-n7bacu{margin-top:16px;margin-bottom:16px;line-height:1.388;font-weight:400;} Weekly

A weekly update of the most important issues driving the global agenda

.chakra .wef-1dtnjt5{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;-webkit-flex-wrap:wrap;-ms-flex-wrap:wrap;flex-wrap:wrap;} More on Health and Healthcare Systems .chakra .wef-17xejub{-webkit-flex:1;-ms-flex:1;flex:1;justify-self:stretch;-webkit-align-self:stretch;-ms-flex-item-align:stretch;align-self:stretch;} .chakra .wef-nr1rr4{display:-webkit-inline-box;display:-webkit-inline-flex;display:-ms-inline-flexbox;display:inline-flex;white-space:normal;vertical-align:middle;text-transform:uppercase;font-size:0.75rem;border-radius:0.25rem;font-weight:700;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;line-height:1.2;-webkit-letter-spacing:1.25px;-moz-letter-spacing:1.25px;-ms-letter-spacing:1.25px;letter-spacing:1.25px;background:none;padding:0px;color:#B3B3B3;-webkit-box-decoration-break:clone;box-decoration-break:clone;-webkit-box-decoration-break:clone;}@media screen and (min-width:37.5rem){.chakra .wef-nr1rr4{font-size:0.875rem;}}@media screen and (min-width:56.5rem){.chakra .wef-nr1rr4{font-size:1rem;}} See all

Gender and health equity will only come with universal access to eye health – here's why

Dr. Princess Ifeoma Ike

May 24, 2024

Half the world is affected by oral disease – here’s how we can tackle this unmet healthcare need

Charlotte Edmond

May 23, 2024

This is how stress affects every organ in our bodies

Michelle Meineke and Kateryna Gordichuk

May 22, 2024

The care economy is one of humanity's most valuable assets. Here's how we secure its future

May 21, 2024

Antimicrobial resistance is a leading cause of global deaths. Now is the time to act

Dame Sally Davies, Hemant Ahlawat and Shyam Bishen

May 16, 2024

Inequality is driving antimicrobial resistance. Here's how to curb it

Michael Anderson, Gunnar Ljungqvist and Victoria Saint

May 15, 2024

The future of tourism: Bridging the labor gap, enhancing customer experience

As travel resumes and builds momentum, it’s becoming clear that tourism is resilient—there is an enduring desire to travel. Against all odds, international tourism rebounded in 2022: visitor numbers to Europe and the Middle East climbed to around 80 percent of 2019 levels, and the Americas recovered about 65 percent of prepandemic visitors 1 “Tourism set to return to pre-pandemic levels in some regions in 2023,” United Nations World Tourism Organization (UNWTO), January 17, 2023. —a number made more significant because it was reached without travelers from China, which had the world’s largest outbound travel market before the pandemic. 2 “ Outlook for China tourism 2023: Light at the end of the tunnel ,” McKinsey, May 9, 2023.

Recovery and growth are likely to continue. According to estimates from the World Tourism Organization (UNWTO) for 2023, international tourist arrivals could reach 80 to 95 percent of prepandemic levels depending on the extent of the economic slowdown, travel recovery in Asia–Pacific, and geopolitical tensions, among other factors. 3 “Tourism set to return to pre-pandemic levels in some regions in 2023,” United Nations World Tourism Organization (UNWTO), January 17, 2023. Similarly, the World Travel & Tourism Council (WTTC) forecasts that by the end of 2023, nearly half of the 185 countries in which the organization conducts research will have either recovered to prepandemic levels or be within 95 percent of full recovery. 4 “Global travel and tourism catapults into 2023 says WTTC,” World Travel & Tourism Council (WTTC), April 26, 2023.

Longer-term forecasts also point to optimism for the decade ahead. Travel and tourism GDP is predicted to grow, on average, at 5.8 percent a year between 2022 and 2032, outpacing the growth of the overall economy at an expected 2.7 percent a year. 5 Travel & Tourism economic impact 2022 , WTTC, August 2022.

So, is it all systems go for travel and tourism? Not really. The industry continues to face a prolonged and widespread labor shortage. After losing 62 million travel and tourism jobs in 2020, labor supply and demand remain out of balance. 6 “WTTC research reveals Travel & Tourism’s slow recovery is hitting jobs and growth worldwide,” World Travel & Tourism Council, October 6, 2021. Today, in the European Union, 11 percent of tourism jobs are likely to go unfilled; in the United States, that figure is 7 percent. 7 Travel & Tourism economic impact 2022 : Staff shortages, WTTC, August 2022.

There has been an exodus of tourism staff, particularly from customer-facing roles, to other sectors, and there is no sign that the industry will be able to bring all these people back. 8 Travel & Tourism economic impact 2022 : Staff shortages, WTTC, August 2022. Hotels, restaurants, cruises, airports, and airlines face staff shortages that can translate into operational, reputational, and financial difficulties. If unaddressed, these shortages may constrain the industry’s growth trajectory.

The current labor shortage may have its roots in factors related to the nature of work in the industry. Chronic workplace challenges, coupled with the effects of COVID-19, have culminated in an industry struggling to rebuild its workforce. Generally, tourism-related jobs are largely informal, partly due to high seasonality and weak regulation. And conditions such as excessively long working hours, low wages, a high turnover rate, and a lack of social protection tend to be most pronounced in an informal economy. Additionally, shift work, night work, and temporary or part-time employment are common in tourism.

The industry may need to revisit some fundamentals to build a far more sustainable future: either make the industry more attractive to talent (and put conditions in place to retain staff for longer periods) or improve products, services, and processes so that they complement existing staffing needs or solve existing pain points.

One solution could be to build a workforce with the mix of digital and interpersonal skills needed to keep up with travelers’ fast-changing requirements. The industry could make the most of available technology to provide customers with a digitally enhanced experience, resolve staff shortages, and improve working conditions.

Would you like to learn more about our Travel, Logistics & Infrastructure Practice ?

Complementing concierges with chatbots.

The pace of technological change has redefined customer expectations. Technology-driven services are often at customers’ fingertips, with no queues or waiting times. By contrast, the airport and airline disruption widely reported in the press over the summer of 2022 points to customers not receiving this same level of digital innovation when traveling.

Imagine the following travel experience: it’s 2035 and you start your long-awaited honeymoon to a tropical island. A virtual tour operator and a destination travel specialist booked your trip for you; you connected via videoconference to make your plans. Your itinerary was chosen with the support of generative AI , which analyzed your preferences, recommended personalized travel packages, and made real-time adjustments based on your feedback.

Before leaving home, you check in online and QR code your luggage. You travel to the airport by self-driving cab. After dropping off your luggage at the self-service counter, you pass through security and the biometric check. You access the premier lounge with the QR code on the airline’s loyalty card and help yourself to a glass of wine and a sandwich. After your flight, a prebooked, self-driving cab takes you to the resort. No need to check in—that was completed online ahead of time (including picking your room and making sure that the hotel’s virtual concierge arranged for red roses and a bottle of champagne to be delivered).

While your luggage is brought to the room by a baggage robot, your personal digital concierge presents the honeymoon itinerary with all the requested bookings. For the romantic dinner on the first night, you order your food via the restaurant app on the table and settle the bill likewise. So far, you’ve had very little human interaction. But at dinner, the sommelier chats with you in person about the wine. The next day, your sightseeing is made easier by the hotel app and digital guide—and you don’t get lost! With the aid of holographic technology, the virtual tour guide brings historical figures to life and takes your sightseeing experience to a whole new level. Then, as arranged, a local citizen meets you and takes you to their home to enjoy a local family dinner. The trip is seamless, there are no holdups or snags.

This scenario features less human interaction than a traditional trip—but it flows smoothly due to the underlying technology. The human interactions that do take place are authentic, meaningful, and add a special touch to the experience. This may be a far-fetched example, but the essence of the scenario is clear: use technology to ease typical travel pain points such as queues, misunderstandings, or misinformation, and elevate the quality of human interaction.

Travel with less human interaction may be considered a disruptive idea, as many travelers rely on and enjoy the human connection, the “service with a smile.” This will always be the case, but perhaps the time is right to think about bringing a digital experience into the mix. The industry may not need to depend exclusively on human beings to serve its customers. Perhaps the future of travel is physical, but digitally enhanced (and with a smile!).

Digital solutions are on the rise and can help bridge the labor gap

Digital innovation is improving customer experience across multiple industries. Car-sharing apps have overcome service-counter waiting times and endless paperwork that travelers traditionally had to cope with when renting a car. The same applies to time-consuming hotel check-in, check-out, and payment processes that can annoy weary customers. These pain points can be removed. For instance, in China, the Huazhu Hotels Group installed self-check-in kiosks that enable guests to check in or out in under 30 seconds. 9 “Huazhu Group targets lifestyle market opportunities,” ChinaTravelNews, May 27, 2021.

Technology meets hospitality

In 2019, Alibaba opened its FlyZoo Hotel in Huangzhou, described as a “290-room ultra-modern boutique, where technology meets hospitality.” 1 “Chinese e-commerce giant Alibaba has a hotel run almost entirely by robots that can serve food and fetch toiletries—take a look inside,” Business Insider, October 21, 2019; “FlyZoo Hotel: The hotel of the future or just more technology hype?,” Hotel Technology News, March 2019. The hotel was the first of its kind that instead of relying on traditional check-in and key card processes, allowed guests to manage reservations and make payments entirely from a mobile app, to check-in using self-service kiosks, and enter their rooms using facial-recognition technology.

The hotel is run almost entirely by robots that serve food and fetch toiletries and other sundries as needed. Each guest room has a voice-activated smart assistant to help guests with a variety of tasks, from adjusting the temperature, lights, curtains, and the TV to playing music and answering simple questions about the hotel and surroundings.

The hotel was developed by the company’s online travel platform, Fliggy, in tandem with Alibaba’s AI Labs and Alibaba Cloud technology with the goal of “leveraging cutting-edge tech to help transform the hospitality industry, one that keeps the sector current with the digital era we’re living in,” according to the company.

Adoption of some digitally enhanced services was accelerated during the pandemic in the quest for safer, contactless solutions. During the Winter Olympics in Beijing, a restaurant designed to keep physical contact to a minimum used a track system on the ceiling to deliver meals directly from the kitchen to the table. 10 “This Beijing Winter Games restaurant uses ceiling-based tracks,” Trendhunter, January 26, 2022. Customers around the world have become familiar with restaurants using apps to display menus, take orders, and accept payment, as well as hotels using robots to deliver luggage and room service (see sidebar “Technology meets hospitality”). Similarly, theme parks, cinemas, stadiums, and concert halls are deploying digital solutions such as facial recognition to optimize entrance control. Shanghai Disneyland, for example, offers annual pass holders the option to choose facial recognition to facilitate park entry. 11 “Facial recognition park entry,” Shanghai Disney Resort website.

Automation and digitization can also free up staff from attending to repetitive functions that could be handled more efficiently via an app and instead reserve the human touch for roles where staff can add the most value. For instance, technology can help customer-facing staff to provide a more personalized service. By accessing data analytics, frontline staff can have guests’ details and preferences at their fingertips. A trainee can become an experienced concierge in a short time, with the help of technology.

Apps and in-room tech: Unused market potential

According to Skift Research calculations, total revenue generated by guest apps and in-room technology in 2019 was approximately $293 million, including proprietary apps by hotel brands as well as third-party vendors. 1 “Hotel tech benchmark: Guest-facing technology 2022,” Skift Research, November 2022. The relatively low market penetration rate of this kind of tech points to around $2.4 billion in untapped revenue potential (exhibit).

Even though guest-facing technology is available—the kind that can facilitate contactless interactions and offer travelers convenience and personalized service—the industry is only beginning to explore its potential. A report by Skift Research shows that the hotel industry, in particular, has not tapped into tech’s potential. Only 11 percent of hotels and 25 percent of hotel rooms worldwide are supported by a hotel app or use in-room technology, and only 3 percent of hotels offer keyless entry. 12 “Hotel tech benchmark: Guest-facing technology 2022,” Skift Research, November 2022. Of the five types of technology examined (guest apps and in-room tech; virtual concierge; guest messaging and chatbots; digital check-in and kiosks; and keyless entry), all have relatively low market-penetration rates (see sidebar “Apps and in-room tech: Unused market potential”).

While apps, digitization, and new technology may be the answer to offering better customer experience, there is also the possibility that tourism may face competition from technological advances, particularly virtual experiences. Museums, attractions, and historical sites can be made interactive and, in some cases, more lifelike, through AR/VR technology that can enhance the physical travel experience by reconstructing historical places or events.

Up until now, tourism, arguably, was one of a few sectors that could not easily be replaced by tech. It was not possible to replicate the physical experience of traveling to another place. With the emerging metaverse , this might change. Travelers could potentially enjoy an event or experience from their sofa without any logistical snags, and without the commitment to traveling to another country for any length of time. For example, Google offers virtual tours of the Pyramids of Meroë in Sudan via an immersive online experience available in a range of languages. 13 Mariam Khaled Dabboussi, “Step into the Meroë pyramids with Google,” Google, May 17, 2022. And a crypto banking group, The BCB Group, has created a metaverse city that includes representations of some of the most visited destinations in the world, such as the Great Wall of China and the Statue of Liberty. According to BCB, the total cost of flights, transfers, and entry for all these landmarks would come to $7,600—while a virtual trip would cost just over $2. 14 “What impact can the Metaverse have on the travel industry?,” Middle East Economy, July 29, 2022.

The metaverse holds potential for business travel, too—the meeting, incentives, conferences, and exhibitions (MICE) sector in particular. Participants could take part in activities in the same immersive space while connecting from anywhere, dramatically reducing travel, venue, catering, and other costs. 15 “ Tourism in the metaverse: Can travel go virtual? ,” McKinsey, May 4, 2023.

The allure and convenience of such digital experiences make offering seamless, customer-centric travel and tourism in the real world all the more pressing.

Three innovations to solve hotel staffing shortages

Is the future contactless.

Given the advances in technology, and the many digital innovations and applications that already exist, there is potential for businesses across the travel and tourism spectrum to cope with labor shortages while improving customer experience. Process automation and digitization can also add to process efficiency. Taken together, a combination of outsourcing, remote work, and digital solutions can help to retain existing staff and reduce dependency on roles that employers are struggling to fill (exhibit).

Depending on the customer service approach and direct contact need, we estimate that the travel and tourism industry would be able to cope with a structural labor shortage of around 10 to 15 percent in the long run by operating more flexibly and increasing digital and automated efficiency—while offering the remaining staff an improved total work package.

Outsourcing and remote work could also help resolve the labor shortage

While COVID-19 pushed organizations in a wide variety of sectors to embrace remote work, there are many hospitality roles that rely on direct physical services that cannot be performed remotely, such as laundry, cleaning, maintenance, and facility management. If faced with staff shortages, these roles could be outsourced to third-party professional service providers, and existing staff could be reskilled to take up new positions.

In McKinsey’s experience, the total service cost of this type of work in a typical hotel can make up 10 percent of total operating costs. Most often, these roles are not guest facing. A professional and digital-based solution might become an integrated part of a third-party service for hotels looking to outsource this type of work.

One of the lessons learned in the aftermath of COVID-19 is that many tourism employees moved to similar positions in other sectors because they were disillusioned by working conditions in the industry . Specialist multisector companies have been able to shuffle their staff away from tourism to other sectors that offer steady employment or more regular working hours compared with the long hours and seasonal nature of work in tourism.

The remaining travel and tourism staff may be looking for more flexibility or the option to work from home. This can be an effective solution for retaining employees. For example, a travel agent with specific destination expertise could work from home or be consulted on an needs basis.

In instances where remote work or outsourcing is not viable, there are other solutions that the hospitality industry can explore to improve operational effectiveness as well as employee satisfaction. A more agile staffing model  can better match available labor with peaks and troughs in daily, or even hourly, demand. This could involve combining similar roles or cross-training staff so that they can switch roles. Redesigned roles could potentially improve employee satisfaction by empowering staff to explore new career paths within the hotel’s operations. Combined roles build skills across disciplines—for example, supporting a housekeeper to train and become proficient in other maintenance areas, or a front-desk associate to build managerial skills.

Where management or ownership is shared across properties, roles could be staffed to cover a network of sites, rather than individual hotels. By applying a combination of these approaches, hotels could reduce the number of staff hours needed to keep operations running at the same standard. 16 “ Three innovations to solve hotel staffing shortages ,” McKinsey, April 3, 2023.

Taken together, operational adjustments combined with greater use of technology could provide the tourism industry with a way of overcoming staffing challenges and giving customers the seamless digitally enhanced experiences they expect in other aspects of daily life.

In an industry facing a labor shortage, there are opportunities for tech innovations that can help travel and tourism businesses do more with less, while ensuring that remaining staff are engaged and motivated to stay in the industry. For travelers, this could mean fewer friendly faces, but more meaningful experiences and interactions.

Urs Binggeli is a senior expert in McKinsey’s Zurich office, Zi Chen is a capabilities and insights specialist in the Shanghai office, Steffen Köpke is a capabilities and insights expert in the Düsseldorf office, and Jackey Yu is a partner in the Hong Kong office.

Explore a career with us

• Topics ›
• COVID-19: impact on the tourism industry worldwide ›

International Tourism to Surpass Pre-Pandemic Levels in 2024

Tourism recovery after covid-19.

While few industries were spared by the impact of the Covid-19 pandemic over the past three years, even fewer have been hit as hard as the tourism sector . After Covid-19 had made 2020 " the worst year in tourism history ", international tourist arrivals increased by just 13 percent in 2021, as travel restrictions remained in place for long periods in many parts of the world. Now, nearly four years after the WHO declared Covid-19 a pandemic, optimism has finally returned to the industry.

According to the UNWTO World Tourism Barometer , global tourism continued its recovery in 2023, ending the year at 88 percent of pre-pandemic levels, with an estimated 1.3 billion international tourist arrivals. China's reopening earlier in 2023 had marked another milestone on the road to full recovery, after the region long trailed behind the rest of the world. In the first nine months of 2023, international tourist arrivals in the Asia-Pacific region reached 62 percent of pre-pandemic levels, with a clear upward trend towards the end of that period. That's a significant improvement compared to 2022, when the region saw just 26 percent of 2019 arrivals due to ongoing travel restrictions, especially in China.

Citing the “unleashing of remaining pent-up demand, increased air connectivity, and a stronger recovery of Asian markets and destinations”, the UNWTO now expects international tourism to make a full recovery by the end of 2024. This is no mean feat considering the challenging economic backdrop and the uncertainties associated with lingering geopolitical tensions and several ongoing conflicts.

Prior to the coronavirus outbreak, the global tourism sector had seen almost uninterrupted growth for decades. Since 1980, the number of international arrivals skyrocketed from 277 million to nearly 1.5 billion in 2019. As our chart shows, the two largest crises of the past decades, the SARS epidemic of 2003 and the global financial crisis of 2009, were minor bumps in the road compared to the Covid-19 pandemic.

Description

This chart shows international tourist arrivals worldwide since 1990.

Can I integrate infographics into my blog or website?

Yes, Statista allows the easy integration of many infographics on other websites. Simply copy the HTML code that is shown for the relevant statistic in order to integrate it. Our standard is 660 pixels, but you can customize how the statistic is displayed to suit your site by setting the width and the display size. Please note that the code must be integrated into the HTML code (not only the text) for WordPress pages and other CMS sites.

Infographic Newsletter

Statista offers daily infographics about trending topics, covering: Economy & Finance , Politics & Society , Tech & Media , Health & Environment , Consumer , Sports and many more.

Related Infographics

India's agriculture sector, over 112,000 suicides in india's farming industry in 10 years, sponsored post by booking.com, sustainable tourism: collective responsibility of providers, travelers, and goverenments, skin cancer awareness month, melanoma death rate falls in u.s. despite rising cases, china trade, china's most important export partners, live music industry shatters records in post-covid comeback, china smartphones, apple's china business stays volatile as market calms, 5% of americans are digital nomads, climate financing, the yawning climate financing gap, covid 4 years on, mixed thoughts on chances of a new pandemic, 2022 credit card late fees cost consumers record $15 billion, sponsored post by booking.com, the how of improving social cohesion with local tourism.

• Who may use the "Chart of the Day"? The Statista "Chart of the Day", made available under the Creative Commons License CC BY-ND 3.0, may be used and displayed without charge by all commercial and non-commercial websites. Use is, however, only permitted with proper attribution to Statista. When publishing one of these graphics, please include a backlink to the respective infographic URL. More Information
• Which topics are covered by the "Chart of the Day"? The Statista "Chart of the Day" currently focuses on two sectors: "Media and Technology", updated daily and featuring the latest statistics from the media, internet, telecommunications and consumer electronics industries; and "Economy and Society", which current data from the United States and around the world relating to economic and political issues as well as sports and entertainment.
• Does Statista also create infographics in a customized design? For individual content and infographics in your Corporate Design, please visit our agency website www.statista.design

Any more questions?

Get in touch with us quickly and easily. we are happy to help.

Feel free to contact us anytime using our contact form or visit our FAQ page .

Statista Content & Design

Need infographics, animated videos, presentations, data research or social media charts?

More Information

The Statista Infographic Newsletter

Receive a new up-to-date issue every day for free.

• Our infographics team prepares current information in a clear and understandable format
• Relevant facts covering media, economy, e-commerce, and FMCG topics
• Use our newsletter overview to manage the topics that you have subscribed to

What is international tourism and why is it important?

Disclaimer: Some posts on Tourism Teacher may contain affiliate links. If you appreciate this content, you can show your support by making a purchase through these links or by buying me a coffee . Thank you for your support!

The International tourism industry is stronger than ever before. Destinations around the world have developed their economies around international tourism and they are thriving (minus the ongoing Coronavirus pandemic, but I am confident that tourism will return so I am going to put that to one side for now). But what does it all mean?

In this article I am going to introduce you to the exciting world of international tourism- the industry that I have lived and breathed for so many years. The industry that I love. So here goes…

What is international tourism?

International tourism definitions, foreign exchange earnings, contribution to government revenues, employment generation, contribution to local economies, overall economy boost, preserving local culture, strengthening communities, provision of social services, commercialisation of culture and art, revitalisation of culture and art, preservation of heritage, empowering communities, protecting nature, international tourism statistics, international tourism: conclusion, further reading.

Tourism is the generic term used to cover both demand and supply that has been adopted in a variety of forms and used throughout the world.

International tourism essentially refers to the activities undertaken by visitors, also known as the visitor economy. The tourism industry encompasses all activity that takes place within the visitor economy.

This includes activities that are directly related to the tourist, such as staying in a hotel, ordering a meal or visiting a tourist attraction. It also includes indirect activities, such as the transport company which delivers the food to the restaurant in which the tourist eats or the laundry company that has a contract with the hotel for cleaning bed sheets.

It is largely due to the indirect contributions to tourism, that defining and measuring the tourism industry is so difficult!

Tourism is a phenomenon with no universally accepted definition, owing to the complexity and individualism of the travellers themselves and the activities that they choose to undertake.

The most widely utilised definition of tourism, proposed by the World Trade Organisation (WTO) and United States (UN) Nations Statistics Division (1994), prescribes that in order to qualify as a tourist one must travel and remain in a place outside of their usual residential environment for not more than one consecutive year for leisure, business or other purposes.

Matheison and Wall (1982) on the other hand, do not impose a timeframe, simply stating that one must travel to a destination temporarily.

Leiper (1979) believed that defining tourism is more complex than this, proposing that there are three approaches that can be taken. The economic stance focuses on tourism as a business, the technical stance focusses on the tourist in order to provide a common basis by which to collect data and the holistic stance attempts to include the entire essence of the subject.

The Cambridge Dictionary define tourism quite simply as; ‘the business of providing services such as transport, places to stay or entertainment for people who are on holiday’.

As there is no universal definition for the term ‘international tourism’, for the purposes of this article I will define it as follows:

‘International tourism is the act of travelling to another country other than where you live for no more than one year for purposes of leisure or business’.

Why is international tourism important?

International tourism is hugely important. There are a number of key reasons for this that I will outline below.

Value to the economy

International tourism can help economies to bring in money in a number of different ways. Below I have provided some examples of the positive economic impacts of tourism .

The importance of international tourism is demonstrated through foreign exchange earnings. 

Tourism expenditures generate income to the host economy. The money that the country makes from tourism can then be reinvested in the economy.

How a destination manages their finances differs around the world; some destinations may spend this money on growing their tourism industry further, some may spend this money on public services such as education or healthcare and some destinations suffer extreme corruption so nobody really knows where the money ends up!

Some currencies are worth more than others and so some countries will target tourists from particular areas. Currencies that are strong are generally the most desirable currencies. This typically includes the British Pound, American, Australian and Singapore Dollar and the Euro . 

Tourism is one of the top five export categories for as many as 83% of countries and is a main source of foreign exchange earnings for at least 38% of countries.

The importance of international tourism is also demonstrated through the money that is raised and contributed to government revenues. Tourism can help to raise money that it then invested elsewhere by the Government. There are two main ways that this money is accumulated. 

Direct contributions  are generated by taxes on incomes from tourism employment and tourism businesses and things such as departure taxes. 

According to the World Tourism Organisation, the direct contribution of Travel & Tourism to GDP in 2018 was $2,750.7billion (3.2% of GDP). This is forecast to rise by 3.6% to $2,849.2billion in 2019.

Indirect contributions  come from goods and services supplied to tourists which are not directly related to the tourism industry. 

There is also the income that is generated through  induced contributions . This accounts for money spent by the people who are employed in the tourism industry. This might include costs for housing, food, clothing and leisure Activities amongst others. This will all contribute to an increase in economic activity in the area where tourism is being developed. 

The importance of international tourism can be demonstrated through employment generation.

The rapid expansion of international tourism has led to significant employment creation. From hotel managers to theme park operatives to cleaners, tourism creates many employment opportunities. Tourism supports some 7% of the world’s workers. 

There are two types of employment in the tourism industry: direct and indirect. 

Direct employment  includes jobs that are immediately associated with the tourism industry. This might include hotel staff, restaurant staff or taxi drivers, to name a few.

Indirect employment includes jobs which are not technically based in the tourism industry, but are related to the tourism industry.

It is because of these indirect relationships, that it is very difficult to accurately measure the precise economic value of tourism, and some suggest that the actual economic benefits of tourism may be as high as double that of the recorded figures!

The importance of international tourism can be further seen through the contributions to local economies.

All of the money raised, whether through formal or informal means, has the potential to contribute to the local economy. 

If  sustainable tourism  is demonstrated, money will be directed to areas that will benefit the local community most. There may be pro-poor tourism initiatives (tourism which is intended to help the poor) or  volunteer tourism  projects. The government may reinvest money towards public services and money earned by tourism employees will be spent in the local community. This is known as the multiplier effect. 

International tourism boosts the economy exponentially.

This is partly because of the aforementioned jobs that tourism creates, but also because of the temporary addition to the consumer population that occurs when someone travels to a new place.

Just think: when you travel, you’re spending money. You’re paying to stay in a hotel or hostel in a certain area – then you’re eating in local restaurants, using local public transport, buying souvenirs and ice cream and new flip flops. As a tourist, you are contributing to the global economy every time you book and take a trip.

For some towns, cities and even whole countries, the importance of international tourism is greater than for others. In some cases, it is the main source of income.

For example, according to the World Travel and Tourism Council, tourism accounts for almost 40% of the Maldives’ total GDP. In comparison, it’s less than 4% in the UK and even lower in the US! In the Seychelles the number is just over 26% while in the British Virgin Islands it is over 35% – so tourism is vastly important in these nations.

Other posts that you might be interested in: – What is tourism? A definition of tourism – The history of tourism – The structure of the tourism industry – Stakeholders in tourism – Inbound tourism explained: What, why and where – What is ABTA and how does it work? – Outbound tourism | Understanding the basics

Value to society

The importance of international tourism is not only recognised through economic factors, but there are also many positive social impacts of tourism that play an important part. Below I will outline some of the social gains from tourism.

It is the local culture that the tourists are often coming to visit and this is another way to demonstrate the importance of international tourism.

Tourists visit Beijing to learn more about the Chinese Dynasties. Tourists visit Thailand to taste authentic Thai food. Tourists travel to Brazil to go to the Rio Carnival, to mention a few…

Many destinations will make a conserved effort to preserve and protect the local culture. This often contributes to the conservation and  sustainable management  of natural resources, the protection of local heritage, and a renaissance of indigenous cultures, cultural arts and crafts. 

The importance of international tourism can also be demonstrated through the strengthening of communities.

Events and festivals of which local residents have been the primary participants and spectators are often rejuvenated and developed in response to tourist interest.

The jobs created by international tourism can also be a great boost for the local community. Aside from the  economic impacts  created by enhanced employment prospects, people with jobs are happier and more social than those without a disposable income. 

Local people can also increase their influence on tourism development, as well as improve their job and earnings prospects, through tourism-related professional training and development of business and organisational skills.

The importance of international tourism is shown through the provision of social services in the host community.

The international tourism industry requires many facilities/ infrastructure to meet the needs of the tourist. This often means that many developments in an area as a result of tourism will be available for use by the locals also. 

Local people often gained new roads, new sewage systems, new playgrounds, bus services etc as a result of tourism. This can provide a great boost to their quality of life and is a great example of a positive social impact of tourism. 

International tourism can see rise to many commercial business, which can be a positive social impact of tourism. This helps to enhance the community spirit as people tend to have more disposable income as a result. 

These businesses may also promote the local cultures and arts. Museums, shows and galleries are fantastic way to showcase the local customs and traditions of a destination. This can help to promote/ preserve local traditions.

Some destinations will encourage local cultures and arts to be revitalised. This may be in the form of museum exhibitions, in the way that restaurants and shops are decorated and in the entertainment on offer, for example. 

This may help promote traditions that may have become distant. 

Another reason for the importance of international tourism is the preservation of heritage. Many tourists will visit the destination especially to see its local heritage. It is for this reason that many destinations will make every effort to preserve its heritage. 

This could include putting restrictions in place or limiting tourist numbers, if necessary. This is often an example of careful  tourism planning  and sustainable tourism management. 

International tourism can, if managed well, empower communities. While it is important to consider the authenticity in tourism and take some things with a pinch of salt, know that tourism can empower communities.

Small villages in far off lands are able to profit from selling their handmade goods. This, in turn, puts food on the table. This leads to healthier families and more productivity and a happier population .

Value to the environment

Whilst most media coverage involving international tourism and the environment tends to be negative, there are some positives that can come from it: demonstrating the importance of tourism once again.

Some people think that international tourism is what kills nature. And while this could so easily be true, it is important to note that the tourism industry is and always has been a big voice when it comes to conservation and the protection of animals and nature. Tourism organisations and travel operators often run (and donate to) fundraisers. 

As well as this, visitors to certain areas can take part in activities that aim to sustain the local scenery. It’s something a bit different, too! You and your family can go on a beach clean up walk in Spain or do something similar in the UAE . There are a lot of ways in which tourism actually helps the environment, rather than hindering it!

Tourism brings with it huge economic potential for a destination that wishes to develop their tourism industry. Employment, currency exchange, imports and taxes are just a few of the ways that tourism can bring money into a destination.

In recent years, tourism numbers have increased globally at exponential rates, as shown in the World Tourism Organisation data below. There are a number of reasons for this growth including improvements in technology, increases in disposable income, the growth of budget airlines and consumer desires to travel further, to new destinations and more often.

Here are a few statistics providing by the UN and Statistica:

Here are a few facts about the economic importance of the tourism industry globally:

• The tourism economy represents 5 percent of world GDP
• Tourism contributes to 6-7 percent of total employment
• International tourism ranks fourth (after fuels, chemicals and automotive products) in global exports
• The tourism industry is valued at US$1trillion a year
• Tourism accounts for 30 percent of the world’s exports of commercial services
• Tourism accounts for 6 percent of total exports
• 1.4billion international tourists were recorded in 2018 (UNWTO)
• In over 150 countries, tourism is one of five top export earners
• Tourism is the main source of foreign exchange for one-third of developing countries and one-half of less economically developed countries (LEDCs)

There is a wealth of data about the economic value of tourism worldwide, with lots of handy graphs and charts in the United Nations Economic Impact Report .

International tourism is arguably the largest industry in the world. There are many benefits of international tourism to local economies as well as society and the environment. The many components of tourism that make up the industry are integral to livelihoods the world over.

• An Introduction to Tourism : a comprehensive and authoritative introduction to all facets of tourism including: the history of tourism; factors influencing the tourism industry; tourism in developing countries; sustainable tourism; forecasting future trends.
• The Business of Tourism Management : an introduction to key aspects of tourism, and to the practice of managing a tourism business.
• Tourism Management: An Introduction : gives its reader a strong understanding of the dimensions of tourism, the industries of which it is comprised, the issues that affect its success, and the management of its impact on destination economies, environments and communities.

Liked this article? Click to share!

An official website of the United States government

Here’s how you know

Official websites use .gov A .gov website belongs to an official government organization in the United States.

Secure .gov websites use HTTPS A lock ( Lock A locked padlock ) or https:// means you’ve safely connected to the .gov website. Share sensitive information only on official, secure websites.

U.S. Department of Commerce

• Fact Sheets

Was this page helpful?

Fact sheet: 2022 national travel and tourism strategy, office of public affairs.

The 2022 National Travel and Tourism Strategy was released on June 6, 2022, by U.S. Secretary of Commerce Gina M. Raimondo on behalf of the Tourism Policy Council (TPC). The new strategy focuses the full efforts of the federal government to promote the United States as a premier destination grounded in the breadth and diversity of our communities, and to foster a sector that drives economic growth, creates good jobs, and bolsters conservation and sustainability. Drawing on engagement and capabilities from across the federal government, the strategy aims to support broad-based economic growth in travel and tourism across the United States, its territories, and the District of Columbia.

The federal government will work to implement the strategy under the leadership of the TPC and in partnership with the private sector, aiming toward an ambitious five-year goal of increasing American jobs by attracting and welcoming 90 million international visitors, who we estimate will spend $279 billion, annually by 2027.

The new National Travel and Tourism Strategy supports growth and competitiveness for an industry that, prior to the COVID-19 pandemic, generated $1.9 trillion in economic output and supported 9.5 million American jobs. Also, in 2019, nearly 80 million international travelers visited the United States and contributed nearly $240 billion to the U.S. economy, making the United States the global leader in revenue from international travel and tourism. As the top services export for the United States that year, travel and tourism generated a $53.4 billion trade surplus and supported 1 million jobs in the United States.

The strategy follows a four-point approach:

• Promoting the United States as a Travel Destination Goal : Leverage existing programs and assets to promote the United States to international visitors and broaden marketing efforts to encourage visitation to underserved communities.
• Facilitating Travel to and Within the United States Goal : Reduce barriers to trade in travel services and make it safer and more efficient for visitors to enter and travel within the United States.
• Ensuring Diverse, Inclusive, and Accessible Tourism Experiences Goal : Extend the benefits of travel and tourism by supporting the development of diverse tourism products, focusing on under-served communities and populations. Address the financial and workplace needs of travel and tourism businesses, supporting destination communities as they grow their tourism economies. Deliver world-class experiences and customer service at federal lands and waters that showcase the nation’s assets while protecting them for future generations.
• Fostering Resilient and Sustainable Travel and Tourism Goal : Reduce travel and tourism’s contributions to climate change and build a travel and tourism sector that is resilient to natural disasters, public health threats, and the impacts of climate change. Build a sustainable sector that integrates protecting natural resources, supporting the tourism economy, and ensuring equitable development.

Travel and Tourism Fast Facts

• The travel and tourism industry supported 9.5 million American jobs through $1.9 trillion of economic activity in 2019. In fact, 1 in every 20 jobs in the United States was either directly or indirectly supported by travel and tourism. These jobs can be found in industries like lodging, food services, arts, entertainment, recreation, transportation, and education.
• Travel and tourism was the top services export for the United States in 2019, generating a $53.4 billion trade surplus.
• The travel and tourism industry was one of the U.S. business sectors hardest hit by the COVID-19 pandemic and subsequent health and travel restrictions, with travel exports decreasing nearly 65% from 2019 to 2020. 
• The decline in travel and tourism contributed heavily to unemployment; leisure and hospitality lost 8.2 million jobs between February and April 2020 alone, accounting for 37% of the decline in overall nonfarm employment during that time. 
• By 2021, the rollout of vaccines and lifting of international and domestic restrictions allowed travel and tourism to begin its recovery. International arrivals to the United States grew to 22.1 million in 2021, up from 19.2 million in 2020. Spending by international visitors also grew, reaching $81.0 billion, or 34 percent of 2019’s total.

More about the Tourism Policy Council and the 2022 National Travel and Tourism Strategy

Created by Congress and chaired by Secretary Raimondo, the Tourism Policy Council (TPC) is the interagency council charged with coordinating national policies and programs relating to travel and tourism. At the direction of Secretary Raimondo, the TPC created a new five-year strategy to focus U.S. government efforts in support of the travel and tourism sector which has been deeply and disproportionately affected by the COVID-19 pandemic.

Read the full strategy here

Tourism in Germany Still Lags Behind Its European Neighbors

Germany’s travel and tourism industry is experiencing a much slower rebound than many other key European destinations.

Newly released data from the World Travel & Tourism Council’s (WTTC) 2024 Economic Impact Research (EIR) shows that domestic tourism is “propping up” the sector as a whole in Germany .

International travel spend in the country, meanwhile, continues to be stubbornly low, remaining below pre-pandemic levels.

Further, the WTTC said today that Germany’s travel and tourism sector has yet to recover its GDP contribution or jobs lost during the pandemic.



The global tourism body’s latest research shows that the sector’s contribution to Germany’s GDP amounted to slightly more than €453 billion ($491 billion) in 2023, which is €13.5 billion (about $14.6 billion) below 2019 levels. 



Travel and tourism-related employment levels grew by about 5 percent to reach 6.18 million, according to WTTC. However, that figure is nearly 250,000 less than 2019 employment levels.



As for international visitor spending, as of 2023 it remained more than 25 percent behind 2019 with €14 billion ($15 billion) less being spent.

The one silver lining for Germany’s travel and tourism industry is its booming domestic tourism growth. Domestic visitor spending fully recovered in 2023, exceeding the 2019 level by €2.9 billion ($3.15 billion).

The WTTC said this fact is “evidence that domestic visitors have led the sector’s path toward post-pandemic recovery.”



"While Germany's travel and tourism sector has shown signs of resilience, there is a long way to go, and the recent increase of airline passenger taxes will undoubtedly hamper the recovery,” Julia Simpson, WTTC president & CEO, said in a statement.
“Domestic visitor spending has stayed strong. But taxes will only delay the recovery.”  

“The German government should sit down with travel and tourism businesses to plan how to stimulate the return of international visitors as it is an important driver of the economy," she added.

Predictions for 2024


The current year is shaping up to be a mixed bag for Germany’s travel and tourism industry, according to WTTC data. Although the sector’s overall GDP contribution is projected to recover in 2024, the recovery will not be industry-wide.

In particular, jobs and international visitor spending will remain below 2019 levels.
The WTTC forecasts that Germany’s travel and tourism industry will contribute almost €469 billion ($508 billion) to the German economy this year. That’s a meager increase of just 0.5 percent from 2019.

Additionally, employment levels are expected to increase by 160,000 this year—a figure that’s 80,000 below pre-pandemic highs.



And finally, international visitor spending in Germany will continue to lag substantially this year. WTTC is forecasting that it will remain almost 10 percent behind 2019 with a deficit of €5.1 billion ($5.5 billion) in 2024 compared to five years ago.

However, domestic visitor spending continues to be a bright spot, per WTTC. It is projected to continue growing modestly this year, with a 1.2 percent increase to reach almost €411 billion ($445 billion). 

• Travel Updates
• Travel Stories

Qantas slashes route amid $12b bombshell

A major change in the way millions of Chinese people are behaving is creating a $12 billion problem for Australia.

Eerie sight as wild monkeys drop dead

Kiwi couple ‘shocked’ by Aussie working life

Canadian cannot believe this about Aus

Half the number of Chinese travellers are coming to Australia than before the pandemic.

The stark figures are a major concern for the tourism industry, given Chinese visitors injected more than $12 billion into the Australian economy in 2019.

Qantas announced last week it would be scrapping its Sydney to Shanghai route because of low demand, despite Shanghai being the top region in China that travellers are visiting Australia from, according to Tourism Research Australia.

The Aussie national carrier only resumed its Sydney-Shanghai service in October last year but Qantas International chief executive Cam Wallace said their planes were often half-full.

“Since Covid, the demand for travel between Australia and China has not recovered as strongly as expected,” he explained.

Chinese visitors were slow to return to Australia despite aviation capacity increasing, Tourism and Transport Forum Australia CEO Margy Osmond told news.com.au

“This has had a significant impact on the tourism industry, given China was one of our largest source markets for international tourism before the pandemic,” she said, explaining China is currently our fourth largest source country for international visitors.

“We’re also seeing an increase in domestic tourism within China.

“But we’re working hard to try and entice more Chinese visitors to come to Australia and we hope to see more Chinese visitors return to our shores.”

The latest data from the Australian Bureau of Statistics released last week shows in March this year, Chinese short-term visitor arrivals were only at 47 per cent of pre-Covid levels, when comparing with March 2019.

As for Australian residents travelling to China, the data shows those numbers are at 85 per cent of pre-Covid levels for March 2024, compared with March 2019.

The loss of Chinese travellers is of particular concern because of how much they spend when visiting Australia.

In the 2019 calendar year, Chinese visitors spent an average of $9336 per trip amounting to $12.4 billion.

In the same year, other top international markets spent significantly less.

New Zealanders spent $2004 on average per trip (totalling $2.6b), Brits spent $4999 (totalling $3.4b), and those travelling from the United States spent $5130 (totalling $3.9b), according to the International Visitor Survey from Tourism Research Australia.

What has turned Chinese tourists away

Three experts told news.com.au it was interesting Chinese visitor arrivals had not picked up the way they had from New Zealand, the US, UK and India when borders reopened.

Last year, as Chinese tourists came back to Australia, the number of Chinese visitor arrivals was only 38 per cent of the 2019 level. Their total spend in Australia was $5.8 billion.

Dr Maneka Jayasinghe from Charles Darwin University, and Professor Saroja Selvanathan and Professor Selva Selvanathan from Griffith University are co-authors of a 2022 study published in the Tourism Economics journal about deteriorating Australia-China relations and the impact on our tourism industry.

“The latest international visitor figures indicate that visitor arrivals from China is increasing but at a much slower rate than arrivals from other similar markets and it may take years to reach the pre-pandemic level,” they told news.com.au this week.

Some factors that may be keeping Chinese tourists away are political and trade tension, costly airfares, and the fact China’s economy is “not doing that well”.

“Travel to Australia (return airfare and accommodation) has become more expensive for the middle class Chinese population,” the researchers said.

“Tourists who have become more sensitive to processes during the pandemic with general cost of living-related hardships, may look for domestic travel or cheaper visa-free destinations in the Southeast Asian region.”

They also said after the pandemic, universities were offering fully online degrees meaning there was no need for those students to come to Australia.

“Pre-Covid when students came in large numbers to study in Australia, their families and friends also visited Australia in large numbers,” Dr Jayasinghe, Prof Selvanathan and Prof Selvanathan explained.

The experts warned that if the tourism industry does not bounce back to pre-pandemic levels within the next two to three years, “tourism operators, especially the regional and small scale tourism operators will continue to suffer”.

“The labour force in the tourism sector, may suffer from unemployment or be forced to look for employment opportunities in other sectors,” they said.

“It is important to look for alternative tourism markets if the visitor arrivals from traditional markets continue to show slow growth to keep the industry afloat.”

Tourism a ‘highly political phenomenon’

The academics’ 2022 paper explained the number of visitors from China to Australia increased by about 15 per cent a year from 2009 to 2018 – then the growth rate reduced drastically in 2018 and 2019.

“The growth rate drastically reduced even before the Covid-19 pandemic, to be almost stagnant,” Dr Jayasinghe said at the time the research was published.

This, they said, was because political and trade relations between the two countries began to deteriorate from 2018.

The paper warned the current state of Australia-China relations could have “serious and adverse implications” on the Australian tourism industry.

It said tourism was a “highly political phenomenon”.

“On the one hand, international tourism is a catalyst for reducing political tension and promoting world peace,” the paper read. “On the other hand, governments can exert political pressure through tourism to either promote tourism with friendly countries or restrict tourism with hostile countries.”

But the researchers told news.com.au fortunately relations between China and Australia “have improved substantially” since the Labor Government came into power in May 2022.

Tourism Australia ‘confident’ about recovery

Tourism Australia, the Australian Government agency responsible for attracting international visitors to Australia, is optimistic.

“Whilst travel with China reopened a year later than other markets, we are confident about its recovery as the market continues to steadily rebuild,” a spokesman told news.com.au.

Australia reopened its international border for tourists in February 2022, but at the time, Chinese nationals still had to complete 14 days of quarantine at a designated hotel or facility when they returned home.

China withdrew its advisory to citizens against foreign travel in January last year, and reopened its borders to foreign tourists a few months later in March. It wasn’t until August last year that it lifted its ban on group tours to Australia.

As for whether something needed to change to lure Chinese travellers back faster, Tourism Australia said it had remained active in China “even during the pause in travel”.

“And in June last year we launched the global ‘Come and Say G’day’ campaign to encourage Chinese travellers to plan and book an Australian holiday,” the spokesman said.

“Importantly, our partners on the ground, such as Ctrip, tell us that demand for Australia remains strong and that Australia is consistently the number one destination for long haul travel in China.”

It is understood there are 119 flights per week between China and Australia, and Qantas only made up five of those flights.

Dr Jayasinghe, Prof Selvanathan and Prof Selvanathan agreed the ‘Come and Say G’day’ campaign, launched in China in 2023, would have helped rebuild the tourism market, and advised further strengthening of promotional activities like this would help increase Chinese visitor numbers.

They also suggested a more simplified visa process and periodical visa fee waivers or discounts to help boost visitor arrivals.

More Coverage

“While taking steps to re-establish the Chinese market, it may be worthwhile exploring opportunities to re-establish the links with some of the traditional tourism markets, such as Japan, which was a major tourism market in the early 1990s but gradually declined thereafter,” they said.

“In addition, countries with a rapidly growing middle-class, such as India could have high potential to grow as reliable tourism markets.

“Due to their proximity to Australia, some of the Southeast Asian countries, such as Vietnam, Indonesia, Philippines, South Korea and Thailand could also be attractive tourism source markets for Australia.”

Add your comment to this story

To join the conversation, please log in. Don't have an account? Register

Join the conversation, you are commenting as Logout

Monkeys are dropping dead from trees in Mexico in what one biologist has described as “animals sending us a warning”.

A young Kiwi couple have shared the sad reason they decided to leave Melbourne and the big thing about Australia that left them shocked.

A Canadian expat has vented about her frustration on the “worst” part about living in Australia – and Aussies actually agree.

We've detected unusual activity from your computer network

To continue, please click the box below to let us know you're not a robot.

Why did this happen?

Please make sure your browser supports JavaScript and cookies and that you are not blocking them from loading. For more information you can review our Terms of Service and Cookie Policy .

For inquiries related to this message please contact our support team and provide the reference ID below.

UN Tourism | Bringing the world closer

Share this content.

• Share this article on facebook
• Share this article on twitter
• Share this article on linkedin

International Tourism and Covid-19

A compilation of data on country, regional and global level on the impact of COVID-19 on tourism, alongside an impact assessment on the economic impact of COVID-19 crisis on tourism.

UNWTO and COVID-19

As the world is facing an unprecedented global health, social and economic emergency with the COVID-19 pandemic, travel and tourism is among the most affected sectors with airplanes on the ground, hotels closed and travel restrictions put in place in virtually all countries around the world.

Therefore, the World Tourism Organization  (UNWTO) has launched a new dashboard on COVID-19 and tourism which shows data on the impact of COVID-19 on the tourism sector across the world, by regions and by destinations.  

The dashboard includes data on:

• International tourist arrivals
• International tourism receipts
• Tourism as share of GDP
• Tourism as share in total exports
• International tourism as share of total tourism (including domestic)
• Impact assessment of COVID-crisis on tourism
• Impact assessment of previous crises on tourism

The UNWTO COVID-19 and Tourism dashboard is available for free and is updated monthly.