UNWTO: World’s Most Visited Region Europe Recoups 94% of 2019 Tourism Levels

Photo source: UNWTO

Europe, the world’s most visited region, reached 94 percent of pre-pandemic 2019 levels in 2023 and is on track to full recovery in 2024, found data released by the World Tourism Organization (UNWTO) this week.

According to the UNWTO World Tourism Barometer, international tourism recouped 88 percent of pre-pandemic levels in 2023 with an estimated 1.3 billion international arrivals.

UNWTO analysts expect destinations to recover pre-pandemic levels in 2024 driven by pent-up demand, increased air connectivity, and a stronger recovery of Asian markets and destinations.

Europe together with the Middle East and Africa were the Top 3 best performers in 2023. Europe reached 94 percent of 2019 levels supported by intra-regional demand and travel from the US; the Middle East surpassed pre-pandemic levels with arrivals up by 22 percent over 2019, and Africa recovered 96 percent of 2019 visitors.

Meanwhile, Southern Mediterranean Europe, the Caribbean, Central America and North Africa exceeded 2019 arrival levels.

In 2024, Europe is expected to drive results. Key factors include Romania and Bulgaria joining the Schengen area of free movement in March and the Summer Olympics in Paris in July and August. At the same time, Europe, the Americas and the Middle East will continue to fuel tourism flows and spending around the world.

“The rebound is already having a significant impact on economies, jobs, growth and opportunities for communities everywhere. These numbers also recall the critical task of progressing sustainability and inclusion in tourism development,” said UNWTO Secretary-General Zurab Pololikashvili, adding that the data reflects the sector’s resilience and rapid recovery.

Tourism revenue

In terms of tourism-related revenues, international tourism receipts reached 1.4 trillion dollars in 2023, approximately 93 percent of the 1.5 trillion dollars reported in 2019.

Total export revenues from tourism (including passenger transport) are estimated at 1.6 trillion in 2023 dollars, almost 95 percent of the 1.7 trillion dollars recorded in 2019.

Photo source: UNWTO

Looking ahead to 2024, UNWTO analysts expect international tourism to fully recover pre-Covid levels this year with initial estimates pointing to 2 percent growth.

Improved performance is attributed to Chinese outbound and inbound tourism which is set to accelerate in 2024, visa facilitation, improved air capacity, strong demand from the US, and a strong US dollar.

Challenges for the sector which may affect transport and accommodation costs and confidence levels in 2024, include persisting inflation, high interest rates, volatile oil prices, staff shortages, the Hamas-Israel war and the Russian-Ukraine war.