country of tourism

International tourism: the most popular countries

Drastic declines due to COVID-19

The most popular travel countries.

Germany is the world travel champion

Booming tourism and slump in 2020.

A look at the costs

World Tourism Rankings By Country – Most Visited Countries in the World in 2023

Page last updated: 24 July 2024

2023 marked the return of most global travel, and current world tourism rankings reveal how the tourism industry has recovered post-pandemic. As borders reopened and restrictions eased, tourists worldwide were eager to explore both new and familiar destinations.

What are the top 10 most visited countries in the world? 

France , Spain , and the United States are the leading destinations for international tourism. 

• For more than 30 years, France has held the top spot as the most visited country globally, welcoming more than 100 million international tourists in 2023 and accounting for 8% of the global tourism market.
• France is expected to be the most visited country also in 2024 , with visitor numbers boosted by the Paris Olympics and total international visitors forecast to reach 101 million.

• Spain followed closely with 85.17 million arrivals in 2023, while the United States ranked third, attracting 66.48 million tourists.
• China, ranked fourth in 2019, has dropped out of the top 10 tourist destinations since the onset of the pandemic.
• France, Spain, Turkey, Greece, and the UAE saw increases in tourist arrivals in 2023 compared to 2019, while the USA, Italy, Mexico, the UK, and Germany have experienced declines.

Which country is most visited in Europe? 

France continued to reign as the most visited country in Europe with 100 million visitors in 2023.

• France consistently draws crowds to iconic attractions such as the Eiffel Tower , the Louvre , and its scenic countryside and wine regions.

Which country is most visited in America? 

In the Americas, the United States stood out as the most visited country, attracting 66.48 million international visitors in 2023.

• The United States is known for its diverse landscape, vibrant cities, and iconic sights like the Grand Canyon , Statue of Liberty , and Hollywood .

Which country is most visited in Asia? 

In 2023, Thailand became Asia’s most visited country, attracting around 28.15 million international tourists. 

This marked an increase in visitors, positioning Thailand above China, the former leader in Asian tourism before the pandemic. 

• China’s restrictions on international tourists during the pandemic, followed by a reopening this year, contributed to Thailand’s rise to the top.
• Read more about China’s Tourism Statistics here.

Which country is most visited in Africa and the Middle East?

• In the African region, Morocco stands out as the most visited country, drawing in 14.5 million international visitors in 2023. 

• Saudi Arabia holds the top spot for tourism in the Middle East, with 27.42 million international tourists gracing its lands in 2023.

Travel Resources by Country

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Which country has the highest tourism rate in the world? 

France: Leading in Visitor Numbers

France remains the world’s top tourist destination, consistently drawing visitors with its rich culture, historic landmarks, and culinary fame.

• Over 100 million tourists travelled to France in 2023, contributing approximately $68.5 billion in tourism receipts, which averages to about $686 per visitor.

Which country has the world’s biggest tourism? 

United States: Leading in Tourism Revenue

The United States dominates as the largest tourism economy. Not only does it repeatedly rank among the top three most-visited nations, but it also leads in visitor spending. 

• The U.S. welcomed 66.48 million tourists in 2023, who spent more than $175.9 billion or 12% of global tourism receipts, equating to an average spend of $2,645 per visitor.

World Tourism Rankings by Country in Terms of Spending

In 2023, the United States led with 66.48 million tourist arrivals, generating $175.9 billion in receipts. This made up 12% of global tourism receipts, with each tourist spending approximately $2,645 on average during their visit. 

• While France and Spain led in terms of the number of arrivals, the United States excels in total receipts and spending per arrival. 

World Tourism Rankings by Country in terms of Total Arrivals (2023)

Travel patterns : a closer look at the top most travelled countries every year, global tourism 2023 key trends.

• International tourism reached 88% of pre-pandemic levels in 2023, with around 1.29 billion international arrivals (up 34% from 2022). 2
• Revenue from international tourism reached $1.4 trillion in 2023, nearing 93% of the $1.5 trillion recorded in 2019.
• Forecasts for 2024 suggest international tourism will exceed pre-pandemic figures by approximately 2% .
• The Middle East led in the tourism recovery, being the only region to surpass 2019 pre-pandemic arrival numbers by 22% . 
• France has remained the world’s top destination for over three decades, drawing 100 million international visitors in 2023.

Best-Performing Region in Terms of Recovery

International tourism achieved 88% of its pre-pandemic figures in 2023, representing a recovery from the 28% observed in 2020, 31% in 2021, and 66% in 2022. 3

• The Middle East led the recovery with international tourist arrivals soaring to 122% of what they were before the pandemic.
• Close behind, Africa reached 96% , Europe achieved 94% , and America showed a solid recovery at 90% .
• Asia and the Pacific also showed signs of recovery, reaching 65% of their pre-pandemic tourism levels.

What are the prospects for tourism in 2024? 

• The 2024 outlook for the global tourism industry is broadly positive with international tourist numbers expected to reach 1.5 billion , a 17.23% rise from 2023 and 2% increase from 2019. 
• Travel & Tourism set to break all records in 2024 with the contribution of tourism to the global GDP is expected to reach $11.1 trillion .
• Read more about Global Tourism Statistics & Trends and Global Tourism – 2024 Forecast .

Travel Statistics by Country

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• EuroMonitor : Top 100 City Destinations for 2023 ↩︎
• UNWTO : Inbound Tourism Ranking – 2010 to 2023 ↩︎
• UNWTO : Impact of the COVID-19 on international tourism ↩︎
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Discover italy.

Aosta Valley

The Aosta Valley is a paradise for visitors seeking outdoor experiences in nature while exploring history and traditions The smallest region in Italy, dotted with the highest peaks in the Alps, it is the ideal destination for anyone who enjoys winter sports and high-altitude walks. Its green valleys and fairy-tale castles make the Aosta Valley an enchanting place to experience all year round.

Piedmont is sure to enchant you with its mountains, hills, typical flavours and uniquely elegant cities An extraordinary heritage of art and history, culture and nature, characterises Piedmont, a region with a thousand faces, one more interesting than the other: cities of rare elegance, mountains that lend themselves to splendid skiing or walking, fascinating villages, hills that are among the best known in the world for their extraordinary wine production.

Lombardy: a dynamic land immersed in the present and reaching toward the future, but with an extraordinary heritage of art and nature Lombardy is a region in the north of Italy known for its industry and finance, of course, but also for its art and extraordinary landscapes, starting with the picturesque lakes and its mountains, Valcamonica and Valtellina in primis. Capital and symbolic city, Milan represents the industrious heart that goes hand in hand with other cities with a vibrant spirit.

Trentino is sure to amaze you with its immense natural heritage, the spectacular splendour of the Dolomites and fascinating sites steeped in history Discover Trentino’s culture of slow travel, taking the time to savour every corner among nature and cultural trails and educational farms. You will find hundreds of hotels offering wellness centres for truly relaxing holidays for the whole family in some of Italy's most beautiful villages, set in unique landscapes.

South Tyrol

Alto Adige is a dream place to discover all year round amidst green valleys and snow-capped peaks Combine the relaxation of spa treatments with the pleasure of fun in the snow for a real wellness boost amidst Alpine lakes, beautiful villages and state-of-the-art ski facilities suitable for all ages. All this and more in the majestic scenery of the Dolomites, a UNESCO World Heritage site in Alto Adige.

Veneto, a region of wonder, with cities of art of undisputed beauty, as well as the most pristine nature The beauty of Lake Garda, the charm of the Dolomites, the sea of Jesolo, the hills covered with vineyards and the relaxing thermal baths, on top of an immense artistic and historical heritage, elegant cities such as Venice and Verona, quaint villages and breathtaking landscapes. Veneto is all this and much more.

Friuli-Venezia Giulia

Friuli-Venezia Giulia Friuli Venezia Giulia: a treasure chest nestled between sea and mountains A border region sandwiched between the Friulian Dolomites and the Upper Adriatic, blessed with an immense cultural heritage resulting from the influence of different cultures and peoples, cosmopolitan and modern, Friuli Venezia Giulia will also seduce you with its temptations of relaxation, sport and fun.

Tucked-away villages, secret little beaches and superb nature: how enchanting Liguria is! Liguria is a wonderful strip of land enclosed between the sea and the mountains, with pastel-coloured houses and breathtaking views. With lush unspoilt nature, many small towns to discover and an incomparable culinary tradition, it enraptures the eye and the heart.

Emilia Romagna, a region of unrivalled charm, with immense artistic beauty and unparalleled hospitality Emilia Romagna with its Riviera Romagnola offers beach tourism that attracts families and young people to its shores every summer. Rich in sites of historical and cultural interest, this region boasts a world-renowned wine and food tradition. Skilful hospitality does the rest, making Emilia Romagna an ideal holiday destination in every season. Video credits: Oliver Astrologo

Tuscany will win you over with its unique landscapes, cities of art, thousand-year-old history and fantastic food Tuscany’s magical atmosphere evolves day by day as you stroll around the cities of art, cycle in the parks, enjoy the sea or savour its typical products, in a region with a one-of-a-kind natural, cultural and historical heritage that has fascinated visitors for centuries.

From Assisi to Perugia, via Gubbio, Lake Trasimeno and Marmore Falls: Umbria is a truly enchanting tourist destination Peaks covered in lush forests and large valleys outlined by rivers, lakes and waterfalls; sorrounded by villages and castles, crossed by paths steeped in history, art and culture, in a natural environment that helps to restore the body and soul: Umbria, the Green Heart of Italy, is all this and much more.

Le Marche, a plunge into the history, art and architecture of a region with the scent of the sea and redolent of traditions and hospitality A great variety of landscapes and an infinite range of colours that make the area's natural beauty incomparable, plus an artistic heritage that fears no comparison: this is how the Marches, with an area of no more than 10,000 square kilometres, will captivate you forever.

Sardinia: a journey to the island of the emerald sea, nuraghi, unspoilt nature and millenary traditions Crystal-clear waters, beaches of soft, white sand, granite rocks framed by wild, fragrant Mediterranean scrub: welcome to Sardinia, an island of a thousand contrasts that will also seduce you with its unique archaeological heritage and its people's innate sense of hospitality.

Lazio is not only Rome: landscapes and monuments of Lazio Rome, the capital of Italy and a unique open-air museum in the world, is enough to make Lazio one of the most beautiful and interesting regions. Even in terms of landscape, it boasts an area of great impact and remarkable variety, with its long coastline, beautiful hills and Apennine mountains. A destination to fall in love with.

Abruzzo, a journey through history between sea, mountains, flavours and unspoilt nature in parks and protected areas A region in central Italy, Abruzzo has two souls and one heart. Predominantly mountainous and hilly, it overlooks a beautiful stretch of the Adriatic Sea. Here, you will find the highest peaks of the Apennines, such as the Gran Sasso and the Majella massif, as well as the only Apennine glacier, but also some of the most popular beaches.

Campania offers landscapes, history, culture and a gastronomic tradition that the whole world envies A consistently mild climate, lush nature framing breathtaking landscapes, unspoilt villages and fairy-tale coastlines: this is Campania, a region that sums up centuries of cultures, between West and East, in a single Mediterranean jewel known for its unparalleled hospitality. A destination for the soul, the eyes and the palate.

Molise, a tiny region with grandiose landscapes: come and discover its history and culinary tradition Molise is a region steeped in history, characterised by numerous tasty food and wine delicacies, but also by rich nature reserves and villages that seem crystallised in history. A destination yet to be discovered, amid marvellous seashores and breathtaking high cliffs

Apulia: the sunny region between two seas and warm hospitality in places rich in history Located in the heart of the Mediterranean, it is a magical combination of artefacts, history, art and unspoilt nature, amidst beautiful coastlines and picture-postcard landscapes. This is Puglia, a region of golden beaches and crystal-clear waters, intense flavours and fascinating destinations: Castel del Monte, the trulli, the islands passing through towns kissed by a unique and unforgettable light.

Basilicata, a region of ancient origins, suspended between two seas and with mountains of great beauty Basilicata is a region where the passage of man has left its mark since prehistoric times. With the ancient name of “Lucania”, it is enriched by an incredible artistic heritage. Not to mention its never-boring panorama, which ranges from the Lucanian Dolomites to the Pollino Park, passing through two seas.

Calabria is the region of crystal-clear sea, the Riace Bronzes, Reggio Calabria and Capo Vaticano, a captivating mix of history and beauty Calabria, also known as the tip of the Italian boot, is a region in Southern Italy characterised by the incredible diversity of its landscapes, with the proximity of mountains to a splendid sea that attracts tourists from all over the world.

A dive into Sicily, where a sea of art, culture and nature will seduce you and become eternal love A predominantly hilly and mountainous area, but one that wins the hearts of tourists from all over the world with its wonderful sea and rich cities with a charm all their own. Sicily is a picture-postcard island characterised by the indelible marks of the people who have lived there and made it unique, amidst artistic and cultural testimonies of enormous value.

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By: Bastian Herre and Veronika Samborska

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.

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• The World's Most Visited Countries

• France is the world's most visited country with 89 million tourists.
• In 2019, 1.5 billion tourist arrivals were recorded around the world.
• Tourism accounts for 12% of Spain's economy.

The World Tourism Organization recently reported that international tourism is continuing to grow and is "outpacing the global economy". In 2019, 1.5 billion tourist arrivals were recorded around the world, a 4% increase on 2018's figures. The Middle East is currently the fastest-growing region for international tourism, but European countries such as France, Spain and Italy remain the most visited. Find out the top 10 world's most visited countries below:

10. United Kingdom: 36 million tourists

In 2019, the United Kingdom welcomed 36 million tourists to its towns and cities. London is the country's most visited city, with approximately 12 million visitors each year. Edinburgh, Birmingham and Manchester are also popular city destinations. Tourism produces around USD 131 billion for the country and provides over two million jobs. American residents are the most frequent visitors, followed by those who live in France. Some of the UK's most popular tourist attractions include Big Ben, the Tower of London and Stonehenge .

9. Thailand: 38 million tourists

Thailand has been a popular tourist destination for decades thanks to its white-sand beaches, delicious cuisine and hot weather. Bangkok , Thailand's capital, frequently holds the top spot as the world's most visited city. It attracts around 22 million visitors each year. The 1,430 islands of Thailand draw in hundreds of thousands of visitors each year, some of the islands are heralded as being some of the best in the world. Thailand's most popular spots include Railay Beach, Koh Phi Phi and The Grand Palace of Bangkok. 

8. Germany: 39 million tourists

Germany is famous for its beer, sausages and picturesque castles. The country welcomes around 39 million tourists each year, with approximately 13 million visiting Berlin, Germany's capital city. Tourism in Germany generates two million jobs for its residents and contributes over 4% towards the country's GDP. 

7. Mexico: 41 million tourists

Mexico , located in the southern part of North America, is rapidly becoming a favorite tourist destination. People from all over the world are visiting the vibrant country to enjoy the pristine beaches, explore the deep history and culture, and discover UNESCO World Heritage sites. Over the last decade, tourism has significantly contributed to Mexico's employment and economy. In 2019, the government announced a six-year strategy to boost tourism and improve conditions for workers within the industry. Some of the country's most visited destinations are Cancun, Mexico City, and Playa del Carmen. 

6. Turkey: 46 million tourists

Located on two continents, Turkey offers a unique blend of East and West. Edged by the Mediterranean and Aegean Seas, Turkey has an abundance of stunning coastlines and charming resorts. Tourists also enjoy visiting Turkey's capital, Ankara as well as the resort-city of Antalya. It was reported that over 15 million vacationers visited Antalya in 2019. Antalya is popular thanks to its proximity to beaches and remnants of Turkey's rich history. Famous tourist attractions in Turkey include the Blue Mosque , Topkapi Palace and Hagia Sofia Museum. 

5. Italy: 62 million tourists

Italy has culture, history and cuisine in abundance, making it a very popular tourist destination for people all around the globe. Italy has a varied landscape that suits all traveler types; there are snow-covered peaks, sprawling vineyards and glittering coastlines. Not to mention the beautiful cities like Rome, Naples and Florence. There are 50 UNESCO World Heritage sites dotted throughout the country showcasing the best of Italian history. Some of Italy's best-loved attractions include the Leaning Tower of Pisa, the Colosseum and the Pantheon.

4. China: 63 million tourists

China , the third-largest country in the world, is in the world's top five tourist destinations because of its natural landscapes, expansive history and delicious cuisine. Tourism in China is a growing industry that is becoming a significant part of the country's economy. In 2018, tourism contributed 11.04% of China's overall GDP, which increased a further 1.2% in 2019. Famous attractions include The Great Wall of China, the Forbidden City and Tiananmen Square . 

3. United States: 80 million tourists

Tourism is one of the United States ' biggest contributors to the country's GDP. The industry supports over 7 million jobs, and in 2017, tourism generated USD 1.6 trillion in economic output. Cities such as New York, Las Vegas and Los Angeles experience high numbers of tourists all year round, with New York being the most visited city in the country. Canada, Mexico, the United Kingdom, Japan and China are the top five countries that make up the majority of US tourism. 

2. Spain: 83 million tourists

Spain is the second most visited country in both the world and Europe. Tourism accounts for 12% of Spain's economy and provides 13% of jobs. The majority of tourists who visit the country come from Europe; it is the warm weather, pristine beaches and bustling cities that attract millions of vacationers. Some of Spain's most famous landmarks include La Sagrada Familia , Park Güell and Alhambra. 

1. France - 89 million tourists

Attracting over 89 million tourists each year, France is the world's most visited country. Paris, France's capital city, draws in around 17 million tourists a year; 7 million of those visit the Eiffel Tower. Tourism in France represents 9.7% of the overall GDP and provides 2.9 million jobs. The majority of France's visitors come from other European countries, with over 12 million coming from the United Kingdom. Disneyland, the Louvre and the Notre Dame Cathedral are some of France's most visited attractions. 

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Tourism Can Help Lead the World to Recovery

About the author, zurab pololikashvili.

Zurab Pololikashvili is Secretary-General of the United Nations World Tourism Organization.

26 September 2020 T he COVID-19 pandemic has hit global tourism harder than any other major economic sector. In an effort to contain the spread of the virus and keep their citizens safe, countries around the world introduced restrictions on international travel, bringing tourism to a standstill almost overnight. Indeed, at the peak of this lockdown, the United Nations World Tourism Organization (UNWTO) found that 100 per cent of global destinations had either closed their borders to tourists completely or introduced strict measures such as compulsory quarantine for new arrivals.

The sudden and unexpected fall in tourist arrivals also placed on hold the many social and economic benefits that tourism delivers. Globally, tourism supports one in ten jobs, and 80 per cent of the sector is made up of small businesses, including family operations. At the start of the crisis, UNWTO set out three possible scenarios for tourism in 2020, depending on when and how widely travel restrictions would be lifted. While it looks like we will avoid the worst-case scenario, we nevertheless expect global tourist arrivals to be down by as much as 70 per cent this year compared to 2019.

The knock-on effect will be significant. The United Nations Conference on Trade and Development (UNCTAD) estimates that tourism’s woes will cause global GDP to decline by as much as 1.5 per cent to 2.8 per cent . Furthermore, the fall in tourist numbers will likely translate into as many as 120 million lost jobs. And, as always, the most vulnerable will suffer the most, including women and youth, for whom tourism is a leading source of opportunity, as well as those working in the informal economy.

Developing countries at greatest risk

No country has been left unscathed by the pandemic, including with regard to tourism. The effects, however, will be most profoundly felt in those destinations that are most reliant on tourism for livelihoods and economic well-being. For the majority of the world’s Small Island Developing States (SIDS), as well as the least developed countries, most notably within Africa, tourism is a lifeline. On average, tourism accounts for 30 per cent of export revenues for SIDS , and in some cases this is much higher. Indeed, in Palau—the newest UNWTO member State, having officially joined in 2019— tourism generates 90 per cent of all exports .

As the United Nations Secretary-General’s Policy Brief on “ COVID-19 and Transforming Tourism ” makes clear, the true cost of the pandemic’s impact on tourism cannot be measured in GDP or employment figures alone. Due to its unique cross-cutting nature, touching upon nearly every part of modern society, tourism is an essential contributor to the wider mission of the United Nations, including achievement of the Sustainable Development Goals. Again, as a leading employer of women, tourism leads the way in the journey towards gender equality. At the same time, tourism is a leading contributor to the promotion and protection of cultural and natural heritage, which is in jeopardy, including the ecosystems and wildlife that draw visitors to developing countries.

Building cooperation and a united response

Before the World Health Organization (WHO) officially declared COVID-19 to be a pandemic, UNWTO recognized both the unique vulnerability of tourism and also the sector’s unique potential to drive wider societal recovery once the health crisis had been tackled. The visit of a UNWTO delegation to WHO headquarters in Geneva laid the foundations for the international, multi-organizational cooperation that has defined tourism’s response to an unprecedented challenge.

This, in turn, came on the back of heightened advocacy for tourism at the very highest political level, most notably at the European Commission at the start of the year, to make sure the sector is at the centre of the planned European New Green Deal, as well as at the most recent meetings of the G20 nations. This has allowed UNWTO to become an increasingly prominent voice within the United Nations. When the crisis hit, we were able to make sure that tourism was part of the conversation at both the governmental and United Nations levels.

The Global Tourism Crisis Committee, convened virtually in March and then meeting five times as the crisis evolved, brought together leading voices from member States and from the private sector. Only UNWTO was in a position to unite such a diverse sector. This Crisis Committee channelled these diverse voices and concerns into a clear plan of action, the UNWTO Recommendations for Recovery . These Recommendations have been embraced across the public and private sectors and now inform recovery plans in every global region.

Sustainability takes centre stage

Central to the Recommendations is the principle that sustainability and inclusivity are at the heart of both the recovery process and the tourism sector that emerges out of this crisis. The pause in global tourism presents the global community with a chance to reassess its priorities. It also allows us to put the principles that are central to the work of UNWTO—namely that tourism works for people and planet, and should be open to all and benefit all—front and centre of everything we do.

The number one priority, however, is to build trust and confidence. Only by making people feel safe and encouraging them to travel again will the benefits that tourism offers start to return. UNWTO, as the specialized United Nations agency for tourism, must lead by example. To this end, as soon as it was safely possible, in-person visits to member States resumed: to the Canary Islands and Ibiza in Spain, to Italy, and to Saudi Arabia. The decision was also made to hold a hybrid Executive Council meeting, the first in-person meeting of the tourism sector and the United Nations to be held since the start of the pandemic. This brought together 170 delegates from 24 countries, sending a clear message that safe international travel is now possible in many parts of the world, thus providing a vital confidence boost for the sector.

As tourism restarts in many parts of the world, with growing numbers of countries easing travel restrictions, the sector’s position within the work of the United Nations has never been more relevant. UNWTO leads the restart guided by the principles of the Tbilisi Declaration , signed by our member States in Georgia at the close of the UNWTO Executive Council (15–17 September 2020). The Declaration recognizes the importance of tourism to livelihoods, to economic prosperity and opportunity, and to preserving our shared and unique culture. Signatories also committed to building back better, prioritizing sustainability and equality, and ensuring that, as tourism builds a brighter future, nobody is left behind.

The UN Chronicle  is not an official record. It is privileged to host senior United Nations officials as well as distinguished contributors from outside the United Nations system whose views are not necessarily those of the United Nations. Similarly, the boundaries and names shown, and the designations used, in maps or articles do not necessarily imply endorsement or acceptance by the United Nations.

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In the face of unimaginable pain and trauma, victims and survivors of terrorism emerge as strong advocates for community resilience, solidarity and peaceful coexistence.

Sailors for Sustainability: Sailing the Globe to Document Proven Solutions for Sustainable Living

Most of the solutions we have described are tangible examples of sustainability in action. Yet our sailing journey also made us realize that the most important ingredient for a sustainable future is sustainability from within. By that we mean adopting a different way of perceiving the Earth and our role in it.

Documents and publications

• Yearbook of the United Nations 
• Basic Facts About the United Nations
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• Africa Renewal

Libraries and Archives

• Dag Hammarskjöld Library
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News and media

• UN News Centre 
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The UN at Work

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• Maintaining International Peace and Security
• The Office of the Secretary-General’s Envoy on Youth
• United Nations Careers

21 reasons why tourism is important – the importance of tourism

Tourism is important, more important than most people realise in fact!

The importance of tourism is demonstrated throughout the world. From the economic advantages that tourism brings to host communities to the enjoyment that tourism brings to the tourists themselves, there is no disputing the value of this industry.

The importance of tourism can be viewed from two perspectives: the tourism industry and the tourist. In this article I will explain how both the industry and the tourist benefit from the tourism industry and why it is so important on a global scale.

What is the importance of tourism?

Enhanced quality of life, ability to broaden way of thinking, educational value, ability to ‘escape’, rest and relaxation, enhanced wellbeing, who are tourism industry stakeholders, 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, the importance of tourism: political gains, why tourism is important: to conclude, the importance of tourism: further reading.

When many people think about the tourism industry they visualise only the front-line workers- the Holiday Representative, the Waiter, the Diving Instructor. But in reality, the tourism industry stretches much, much further than this.

As demonstrated in the infographic below, tourism is important in many different ways. The tourism industry is closely interconnected with a number of global industries and sectors ranging from trade to ecological conservation.

Why tourism is important to the tourist

When we discuss the importance of tourism it is often somewhat one-sided, taking into consideration predominantly those working in the industry and their connections.

However, the tourist is just as important, as without them there would be no tourism!

Below are just a few examples of the importance of tourism to the tourist:

Taking a holiday can greatly benefit a person’s quality of life. While different people have very different ideas of what makes a good holiday (there are more than 150 types of tourism after all!), a holiday does have the potential to enhance quality of life.

Travel is known to help broaden a person’s way of thinking. Travel introduces you to new experiences, new cultures and new ways of life.

Many people claim thatchy ‘find themselves’ while travelling.

One reason why tourism is important is education.The importance of tourism can be attributed to the educational value that it provides. Travellers and tourists can learn many things while undertaking a tourist experience, from tasting authentic local dishes to learning about the exotic animals that they may encounter.

Tourism provides the opportunity for escapism. Escapism can be good for the mind. It can help you to relax, which in turn often helps you to be more productive in the workplace and in every day life.

This is another way that the importance of tourism is demonstrated.

Rest and relaxation is very important. Taking time out for yourself helps you to be a happier, healthier person.

Having the opportunity for rest and relaxation in turn helps to enhance wellbeing.

Why tourism is important to stakeholders

There are many reasons why tourism is important to the people involved. There are many people who work either directly or indirectly with the tourism industry and who are therefore described as stakeholders. You can read more about tourism stakeholders and why they are important in this post- Stakeholders in tourism: Who are they and why do they matter?

The benefits of tourism are largely related to said stakeholders in some way or another. Below are some examples of how stakeholders benefit from tourism, organised by economic, social, environmental and political gains; demonstrating the importance of tourism.

The importance of tourism: Economic gains

Perhaps the most cited reason in reference to the importance of tourism is its economic value. 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 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 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 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 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. 

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 tourism is greater than for other. 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.

The importance of tourism: Social gains

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

The 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. 

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 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. 

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 .

The importance of tourism: Environmental gains

Whilst most media coverage involving 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 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!

Lastly, there is something to be said for the political gains that can be achieved through tourism.

The tourism industry can yield promising opportunities for international collaborations, partnerships and agreements, for example within the EU. This can have positive political impacts on the host country as well as the countries who choose to work with them.

Tourism is a remarkably important industry. As you can see, the tourism industry does not stand alone- it is closely interrelated with many other parts of society. Not only do entire countries often rely on the importance of tourism, but so do individual members of host communities and tourists.

If you are studying travel and tourism and are interested in learning more about the importance of tourism, I recommend you take a look at the following texts:

• 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.

Travel, Tourism & Hospitality

Global tourism industry - statistics & facts

What are the leading global tourism destinations, digitalization of the global tourism industry, how important is sustainable tourism, key insights.

Detailed statistics

Total contribution of travel and tourism to GDP worldwide 2019-2034

Number of international tourist arrivals worldwide 1950-2023

Global leisure travel spend 2019-2023

Editor’s Picks Current statistics on this topic

Leading global travel markets by travel and tourism contribution to GDP 2019-2023

Travel and tourism employment worldwide 2019-2034

Number of international tourist arrivals worldwide 2005-2023, by region

Further recommended statistics

• Basic Statistic Total contribution of travel and tourism to GDP worldwide 2019-2034
• Basic Statistic Travel and tourism: share of global GDP 2019-2034
• Basic Statistic Leading global travel markets by travel and tourism contribution to GDP 2019-2023
• Basic Statistic Global leisure travel spend 2019-2023
• Premium Statistic Global business travel spending 2001-2024
• Premium Statistic Number of international tourist arrivals worldwide 1950-2023
• Basic Statistic Number of international tourist arrivals worldwide 2005-2023, by region
• Basic Statistic Travel and tourism employment worldwide 2019-2034

Total contribution of travel and tourism to gross domestic product (GDP) worldwide in 2019 and 2023, with a forecast for 2024 and 2034 (in trillion U.S. dollars)

Travel and tourism: share of global GDP 2019-2034

Share of travel and tourism's total contribution to GDP worldwide in 2019 and 2023, with a forecast for 2024 and 2034

Total contribution of travel and tourism to GDP in leading travel markets worldwide in 2019 and 2023 (in billion U.S. dollars)

Leisure tourism spending worldwide from 2019 to 2023 (in billion U.S. dollars)

Global business travel spending 2001-2024

Expenditure of business tourists worldwide from 2001 to 2024 (in billion U.S. dollars)

Number of international tourist arrivals worldwide from 1950 to 2023 (in millions)

Number of international tourist arrivals worldwide from 2005 to 2023, by region (in millions)

Number of travel and tourism jobs worldwide from 2019 to 2023, with a forecast for 2024 and 2034 (in millions)

• Premium Statistic Global hotel and resort industry market size worldwide 2022-2023
• Premium Statistic Most valuable hotel brands worldwide 2023, by brand value
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• Premium Statistic Number of hotels in the construction pipeline worldwide 2024
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• Premium Statistic Countries with the most hotel construction projects in the pipeline worldwide 2024

Global hotel and resort industry market size worldwide 2022-2023

Market size of the hotel and resort industry worldwide in 2022 and 2023 (in trillion U.S. dollars)

Most valuable hotel brands worldwide 2023, by brand value

Leading hotel brands based on brand value worldwide in 2023 (in billion U.S. dollars)

Leading hotel companies worldwide 2023, by number of properties

Leading hotel companies worldwide as of June 2023, by number of properties

Number of hotels in the construction pipeline worldwide 2024

Number of hotels in the construction pipeline worldwide as of the first quarter of 2024

Number of hotel rooms in the construction pipeline worldwide 2024

Number of hotel rooms in the construction pipeline worldwide as of the first quarter of 2024

Countries with the most hotel construction projects in the pipeline worldwide 2024

Countries with the highest number of hotel construction projects in the pipeline worldwide as of the first quarter of 2024

• Premium Statistic Airports with the most international air passenger traffic worldwide 2023
• Premium Statistic Market value of selected airlines worldwide 2024
• Premium Statistic Global passenger rail users forecast 2017-2028
• Premium Statistic Daily ridership of bus rapid transit systems worldwide by region 2023
• Premium Statistic Number of users of car rentals worldwide 2020-2029
• Premium Statistic Number of users in selected countries in the Car Rentals market in 2023
• Premium Statistic Carbon footprint of international tourism transport worldwide 2005-2030, by type

Airports with the most international air passenger traffic worldwide 2023

Leading airports for international air passenger traffic in 2023 (in million international passengers)

Market value of selected airlines worldwide 2024

Market value of selected airlines worldwide as of May 2024 (in billion U.S. dollars)

Global passenger rail users forecast 2017-2028

Worldwide number of passenger rail users from 2017 to 2023, with a forecast through 2028 (in billion users)

Daily ridership of bus rapid transit systems worldwide by region 2023

Number of daily passengers using bus rapid transit (BRT) systems as of April 2023, by region

Number of users of car rentals worldwide 2020-2029

Number of users of car rentals worldwide from 2020 to 2029 (in millions)

Number of users in selected countries in the Car Rentals market in 2023

Number of users in selected countries in the Car Rentals market in 2023 (in million)

Carbon footprint of international tourism transport worldwide 2005-2030, by type

Transport-related emissions from international tourist arrivals worldwide in 2005 and 2016, with a forecast for 2030, by mode of transport (in million metric tons of carbon dioxide)

Attractions

• Premium Statistic Most visited museums worldwide 2019-2023
• Basic Statistic Most visited amusement and theme parks worldwide 2023
• Basic Statistic Monuments on the UNESCO world heritage list 2023, by type
• Basic Statistic Selected countries with the most Michelin-starred restaurants worldwide 2024

Most visited museums worldwide 2019-2023

Museums with the highest attendance worldwide from 2019 to 2023 (in millions)

Most visited amusement and theme parks worldwide 2023

Leading amusement and theme parks worldwide 2023, by attendance (in millions)

Monuments on the UNESCO world heritage list 2023, by type

Number of monuments on the UNESCO world heritage list as of September 2023, by type

Selected countries with the most Michelin-starred restaurants worldwide 2024

Number of Michelin-starred restaurants in selected countries and territories worldwide as of August 2024

Online travel market

• Premium Statistic Online travel market size worldwide 2017-2028
• Premium Statistic Estimated desktop vs. mobile revenue of leading OTAs worldwide 2023
• Premium Statistic Number of aggregated downloads of leading online travel agency apps worldwide 2023
• Basic Statistic Market cap of leading online travel companies worldwide 2023
• Premium Statistic Estimated EV/Revenue ratio in the online travel market 2024, by segment
• Premium Statistic Estimated EV/EBITDA ratio in the online travel market 2024, by segment

Online travel market size worldwide 2017-2028

Online travel market size worldwide from 2017 to 2023, with a forecast until 2028 (in billion U.S. dollars)

Estimated desktop vs. mobile revenue of leading OTAs worldwide 2023

Estimated desktop vs. mobile revenue of leading online travel agencies (OTAs) worldwide in 2023 (in billion U.S. dollars)

Number of aggregated downloads of leading online travel agency apps worldwide 2023

Number of aggregated downloads of selected leading online travel agency apps worldwide in 2023 (in millions)

Market cap of leading online travel companies worldwide 2023

Market cap of leading online travel companies worldwide as of September 2023 (in million U.S. dollars)

Estimated EV/Revenue ratio in the online travel market 2024, by segment

Estimated enterprise value to revenue (EV/Revenue) ratio in the online travel market worldwide as of April 2024, by segment

Estimated EV/EBITDA ratio in the online travel market 2024, by segment

Estimated enterprise value to EBITDA (EV/EBITDA) ratio in the online travel market worldwide as of April 2024, by segment

Selected trends

• Premium Statistic Share of tech investments by travel and mobility corporations worldwide 2018-2024
• Premium Statistic Use of mobile devices to plan travel with an AI chatbot worldwide 2023, by country
• Premium Statistic Global travelers who believe in the importance of green travel 2024
• Premium Statistic Reasons for traveling sustainably worldwide 2024
• Premium Statistic Airbnb revenue worldwide 2017-2023
• Premium Statistic Airbnb nights and experiences booked worldwide 2017-2023

Share of tech investments by travel and mobility corporations worldwide 2018-2024

Distribution of tech investment deals by travel and mobility corporations worldwide between 2018 and 2024, by area of investment

Use of mobile devices to plan travel with an AI chatbot worldwide 2023, by country

Share of travelers who used a mobile device to plan or research travel with an AI chatbot worldwide as of October 2023, by country

Global travelers who believe in the importance of green travel 2024

Share of travelers that believe sustainable travel is important worldwide in 2024

Reasons for traveling sustainably worldwide 2024

Factors that inspire eco-friendly travel worldwide as of February 2024

Airbnb revenue worldwide 2017-2023

Revenue of Airbnb worldwide from 2017 to 2023 (in billion U.S. dollars)

Airbnb nights and experiences booked worldwide 2017-2023

Nights and experiences booked with Airbnb from 2017 to 2023 (in millions)

• Premium Statistic Travel and tourism revenue worldwide 2020-2029, by segment
• Premium Statistic Distribution of sales channels in the travel and tourism market worldwide 2019-2029
• Premium Statistic Inbound tourism visitor growth worldwide 2020-2025, by region
• Premium Statistic Outbound tourism visitor growth worldwide 2020-2025, by region

Travel and tourism revenue worldwide 2020-2029, by segment

Revenue of the travel and tourism market worldwide from 2020 to 2029, by segment (in billion U.S. dollars)

Distribution of sales channels in the travel and tourism market worldwide 2019-2029

Revenue share of sales channels of the travel and tourism market worldwide from 2019 to 2029

Inbound tourism visitor growth worldwide 2020-2025, by region

Inbound tourism visitor growth worldwide from 2020 to 2022, with a forecast until 2025, by region

Outbound tourism visitor growth worldwide 2020-2025, by region

Outbound tourism visitor growth worldwide from 2020 to 2022, with a forecast until 2025, by region

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Find the best country for you: », countries with the most international tourists.

As tourism rebounds from pandemic lows, the United Nations reports these countries welcomed the most visitors last year.

(Getty Images) |

Tourism is Rebounding

Two years after the COVID-19 pandemic essentially shut down international travel worldwide, the tourism industry is bouncing back as summer arrives in the northern hemisphere.

International tourism saw a close to 200% year-over-year increase in the first quarter of 2022, and although several related statistics are still well below 2019 levels, gradual recovery is expected to continue throughout the year, according to June analysis from the United Nations World Tourism Organization . Nearly 50% of experts surveyed by the organization said they expect international tourism to return to those pre-pandemic levels from three years ago in 2023, while 44% said it could be 2024 or later.

This is especially good news for countries whose economies are the most reliant on the tourism industry. Those countries include Antigua and Barbuda, Aruba and St. Lucia, according to 2021 gross domestic product data released in June by The World Travel & Tourism Council.

[ RELATED: These Countries Are the Best for Tourism ]

But the countries most supported economically by tourism aren't necessarily the ones that welcome the most visitors. The United Nations compiles several metrics related to inbound tourism by country , including international tourist arrivals, with the most recent data being from 2021. The statistics show that industry recovery still has a ways to go: The most-visited country in 2021 had about 32 million international arrivals. France, the top-ranked country in 2019 – before the pandemic hit – had 90 million.

Here are the countries that welcomed the most international tourist arrivals in 2021, according to the U.N. Included for each are other pieces of tourism-related data, such as GDP contribution percentages from the WTTC.

10. Hungary

2021 international tourist arrivals: 7.9 million 2019 international tourist arrivals: 16.9 million 2021 percentage contribution of tourism to GDP: 4.6%

2021 international tourist arrivals: 10.6 million 2019 international tourist arrivals: 17.4 million 2021 percentage contribution of tourism to GDP: 16.1%

2021 international tourist arrivals: 11.7 million 2019 international tourist arrivals: 35.2 million 2021 percentage contribution of tourism to GDP: 6.4%

2021 international tourist arrivals: 12.7 million 2019 international tourist arrivals: 22.7 million 2021 percentage contribution of tourism to GDP: 7.1%

2021 international tourist arrivals: 14.7 million 2019 international tourist arrivals: 31.3 million 2021 percentage contribution of tourism to GDP: 14.9%

5. United States

2021 international tourist arrivals: 22.1 million 2019 international tourist arrivals: 79.4 million 2021 percentage contribution of tourism to GDP: 5.5%

2021 international tourist arrivals: 26.9 million 2019 international tourist arrivals: 64.5 million 2021 percentage contribution of tourism to GDP: 9.1%

2021 international tourist arrivals: 29.9 million 2019 international tourist arrivals: 51.2 million 2021 percentage contribution of tourism to GDP: 7.3%

2021 international tourist arrivals: 31.2 million 2019 international tourist arrivals: 83.5 million 2021 percentage contribution of tourism to GDP: 8.5%

2021 international tourist arrivals: 31.9 million 2019 international tourist arrivals: 45 million 2021 percentage contribution of tourism to GDP: 13.1%

The Countries With the Most International Tourist Arrivals in 2021:

• United States

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International tourism, number of arrivals - Country Ranking

Definition: International inbound tourists (overnight visitors) are the number of tourists who travel to a country other than that in which they have their usual residence, but outside their usual environment, for a period not exceeding 12 months and whose main purpose in visiting is other than an activity remunerated from within the country visited. When data on number of tourists are not available, the number of visitors, which includes tourists, same-day visitors, cruise passengers, and crew members, is shown instead. Sources and collection methods for arrivals differ across countries. In some cases data are from border statistics (police, immigration, and the like) and supplemented by border surveys. In other cases data are from tourism accommodation establishments. For some countries number of arrivals is limited to arrivals by air and for others to arrivals staying in hotels. Some countries include arrivals of nationals residing abroad while others do not. Caution should thus be used in comparing arrivals across countries. The data on inbound tourists refer to the number of arrivals, not to the number of people traveling. Thus a person who makes several trips to a country during a given period is counted each time as a new arrival.

Source: World Tourism Organization, Yearbook of Tourism Statistics, Compendium of Tourism Statistics and data files.

See also: Thematic map , Time series comparison

More rankings: Africa | Asia | Central America & the Caribbean | Europe | Middle East | North America | Oceania | South America | World |

Development Relevance: Tourism is officially recognized as a directly measurable activity, enabling more accurate analysis and more effective policy. Whereas previously the sector relied mostly on approximations from related areas of measurement (e.g. Balance of Payments statistics), tourism today possesses a range of instruments to track its productive activities and the activities of the consumers that drive them: visitors (both tourists and excursionists). An increasing number of countries have opened up and invested in tourism development, making tourism a key driver of socio-economic progress through export revenues, the creation of jobs and enterprises, and infrastructure development. As an internationally traded service, inbound tourism has become one of the world's major trade categories. For many developing countries it is one of the main sources of foreign exchange income and a major component of exports, creating much needed employment and development opportunities.

Limitations and Exceptions: Tourism can be either domestic or international. The data refers to international tourism, where the traveler's country of residence differs from the visiting country. International tourism consists of inbound (arrival) and outbound (departures) tourism. The data are from the World Tourism Organization (WTO), a United Nations agency. The data on inbound and outbound tourists refer to the number of arrivals and departures, not to the number of people traveling. Thus a person who makes several trips to a country during a given period is counted each time as a new arrival. The data on inbound tourism show the arrivals of nonresident tourists (overnight visitors) at national borders. When data on international tourists are unavailable or incomplete, the data show the arrivals of international visitors, which include tourists, same-day visitors, cruise passengers, and crew members. Sources and collection methods for arrivals differ across countries. In some cases data are from border statistics (police, immigration, and the like) and supplemented by border surveys. In other cases data are from tourism accommodation establishments. For some countries number of arrivals is limited to arrivals by air and for others to arrivals staying in hotels. Some countries include arrivals of nationals residing abroad while others do not. Caution should thus be used in comparing arrivals across countries.

Statistical Concept and Methodology: Statistical information on tourism is based mainly on data on arrivals and overnight stays along with balance of payments information. These data do not completely capture the economic phenomenon of tourism or provide the information needed for effective public policies and efficient business operations. Data are needed on the scale and significance of tourism. Information on the role of tourism in national economies is particularly deficient. Although the World Tourism Organization reports progress in harmonizing definitions and measurement, differences in national practices still prevent full comparability. Arrivals data measure the flows of international visitors to the country of reference: each arrival corresponds to one in inbound tourism trip. If a person visits several countries during the course of a single trip, his/her arrival in each country is recorded separately. In an accounting period, arrivals are not necessarily equal to the number of persons travelling (when a person visits the same country several times a year, each trip by the same person is counted as a separate arrival). Arrivals data should correspond to inbound visitors by including both tourists and same-day non-resident visitors. All other types of travelers (such as border, seasonal and other short-term workers, long-term students and others) should be excluded as they do not qualify as visitors. Data are obtained from different sources: administrative records (immigration, traffic counts, and other possible types of controls), border surveys or a mix of them. If data are obtained from accommodation surveys, the number of guests is used as estimate of arrival figures; consequently, in this case, breakdowns by regions, main purpose of the trip, modes of transport used or forms of organization of the trip are based on complementary visitor surveys.

Aggregation method: Gap-filled total

Periodicity: Annual

Note: This page was last updated on December 28, 2019

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Economic Impact Research

• In 2023, the Travel & Tourism sector contributed 9.1% to the global GDP; an increase of 23.2% from 2022 and only 4.1% below the 2019 level.
• In 2023, there were 27 million new jobs, representing a 9.1% increase compared to 2022, and only 1.4% below the 2019 level.
• Domestic visitor spending rose by 18.1% in 2023, surpassing the 2019 level.
• International visitor spending registered a 33.1% jump in 2023 but remained 14.4% below the 2019 total.

Click here for links to the different economy/country and regional reports

Why conduct research?

From the outset, our Members realised that hard economic facts were needed to help governments and policymakers truly understand the potential of Travel & Tourism. Measuring the size and growth of Travel & Tourism and its contribution to society, therefore, plays a vital part in underpinning WTTC’s work.

What research does WTTC carry out?

Each year, WTTC and Oxford Economics produce reports covering the economic contribution of our sector in 185 countries, for 26 economic and geographic regions, and for more than 70 cities. We also benchmark Travel & Tourism against other economic sectors and analyse the impact of government policies affecting the sector such as jobs and visa facilitation.

Visit our Research Hub via the button below to find all our Economic Impact Reports, as well as other reports on Travel and Tourism. 

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Visitor Visa

Visa Waiver Program

Travel Without a Visa

Citizens of Canada and Bermuda

The Visa Waiver Program  (VWP) enables most citizens or nationals of participating countries *  to travel to the United States for tourism or business for stays of 90 days or less without obtaining a visa. Travelers must have a valid  Electronic System for Travel Authorization (ESTA)  approval prior to travel and meet all requirements explained below. If you prefer to have a visa in your passport, you may still apply for a visitor (B) visa.

Visa Waiver Program Improvement and Terrorist Travel Prevention Act of 2015

Under the Visa Waiver Program Improvement and Terrorist Travel Prevention Act of 2015, travelers in the following categories must obtain a visa prior to traveling to the United States as they are no longer eligible to travel under the Visa Waiver Program (VWP):

• Nationals of VWP countries who have traveled to or been present in Democratic People's Republic of Korea, Iran, Iraq, Libya, Somalia, Sudan, Syria, or Yemen on or after March 1, 2011 (with limited exceptions for travel for diplomatic or military purposes in the service of a VWP country).
• Nationals of VWP countries who have traveled to or been present in Cuba on or after January 12, 2021 (with limited exceptions for travel for diplomatic or military purposes in the service of a VWP country).
• Nationals of VWP countries who are also nationals of Cuba, Democratic People's Republic of Korea, Iran, Iraq, Sudan, or Syria.

Requirements for Using the Visa Waiver Program (VWP)

You must meet  all  the following requirements to travel to the United States on the VWP:

Travel Purpose Must be Permitted on a Visitor (B) Visa

The following are examples of activities permitted while in the United States on the VWP. In addition, transiting through the United States to other countries is generally permitted for VWP travelers.

• consult with business associates
• attend a scientific, educational, professional, or business convention or conference
• attend short-term training (you may not be paid by any source in the United States with the exception of expenses incidental to your stay)
• negotiate a contract

Learn more about  Business Travel to the United States  (PDF - 362 KB).

• vacation (holiday)
• visit with friends or relatives
• medical treatment
• participation in social events hosted by fraternal, social, or service organizations
• participation by amateurs in musical, sports, or similar events or contests, if not being paid for participating
• enrollment in a short recreational course of study, not for credit toward a degree (for example, a two-day cooking class while on vacation)

Learn more about  Visitor Visas - Business and Pleasure  (PDF - 510 KB).

Travel Purposes Not Permitted on Visa Waiver Program – Examples:

• study, for credit
• work as foreign press, radio, film, journalists, or other information media
• permanent residence in the United States

Must Be a Citizen or National of a VWP Designated Country *

You must be a citizen or national of the following countries *  to be eligible to travel to the United States under the VWP.

• Czech Republic
• Liechtenstein
• Netherlands
• New Zealand
• South Korea
• Switzerland
• United Kingdom**

**To be eligible to travel under the VWP, British citizens must have the unrestricted right of permanent abode in England, Scotland, Wales, Northern Ireland, the Channel Islands, and the Isle of Man.

Each Traveler Must Have a Valid ESTA

In order to travel without a visa on the VWP, you must have valid Electronic System for Travel Authorization (ESTA) approval prior to boarding a U.S. bound air or sea carrier. ESTA is a web-based system operated by U.S. Customs and Border Protection (CBP) to determine eligibility to travel to the United States for tourism or business under the VWP. Visit the  ESTA webpage  on the CBP website for more information.

Updating Your ESTA

In most cases, your ESTA will be valid for two years.  You also must obtain a new ESTA if you: (1) receive a new passport, including an emergency or temporary passport; (2) change your name; (3) change your gender; (4) change your country of citizenship; or (5) need to change your responses to any of the “yes” or “no” questions on the ESTA application.

These individuals can apply for visas using regular appointment processes at a U.S. Embassy or Consulate. Consular sections overseas may be able to expedite your interview date if there is an urgent, unforseen situation such as a funeral, medical emergency, or school start date. For more information, please visit the website of the Embassy or Consulate Visa Section where you will interview.

If an individual who is exempt from the Act because of his or her diplomatic or military presence in one of the seven countries is denied ESTA, he or she may go to the  CBP website , or contact the  CBP information Center . The traveler may also apply for a nonimmigrant visa at a U.S. Embassy or Consulate.

U.S. Customs and Border Protection strongly recommends that any traveler to the United States check his or her  ESTA status  prior to making any travel reservations or travelling to the United States. More information is available on the Department of Homeland Security (DHS) website . 

Have the Correct Type of Passport

You must have a passport that is valid for at least 6 months after your planned departure from the United States (unless exempted by  country-specific agreements ). For families, each member of your family, including infants and children, must have a passport. 

In addition, you must have an e-passport to use the VWP. An e-passport is an enhanced secure passport with an embedded electronic chip. The chip can be scanned to match the identity of the traveler to the passport. E-Passports must be in compliance with standards set by the International Civil Aviation Organization (ICAO). You can readily identify an e-passport, by a symbol on the cover. See the example below. More information about e-passports is available on the DHS website .

Emergency and Temporary Passports

If you use an   emergency or temporary passport to enter the United States on the VWP, the passport must be an e-passport. This includes VWP travelers who are transiting the United States. 

More information on frequently asked questions about VWP can be found at the following websites:

• DHS Visa Waiver Program Requirements
• CBP Visa Waiver Program

May I apply for a visa instead of using the VWP?

Yes, you may apply for a visitor (B) visa if you prefer to do so or if you are not eligible for VWP travel. Additionally, you need to apply for a visa if you will be traveling on a private aircraft or other non-VWP approved air or sea carrier. Review the  approved carriers list . Also, if you intend to stay longer than 90 days, then you need to apply for a visa. 

I was denied a visa under section 214(b). May I use the VWP?

A recent visa refusal for any reason could result in denial of ESTA authorization, additional review at the port of entry, or denial of admission to the United States. If you are uncertain if you qualify for VWP travel, you may apply for a visa.

Trips to Canada, Mexico, or nearby islands

If you are admitted to the United States under the VWP, you may take a short trip to Canada, Mexico, or a nearby island and generally be readmitted to the United States under the VWP for the remainder of the original 90 days granted upon your initial arrival in the United States. Therefore, the length of time of your total stay, including the short trip, must be 90 days or less. See the  CBP website . Citizens of VWP countries *  who reside in Mexico, Canada, or a nearby island are generally exempted from the requirement to show onward travel to another country *  when entering the United States. Learn more on the  CBP website .

How can a country* join the VWP?

A country *  must meet various requirements to be considered for designation in the Visa Waiver Program. Requirements include, but are not limited to:

• enhanced law enforcement and security-related data sharing with the United States;
• issuing e-passports;
• having a visitor (B) visa refusal rate of less than three percent (for initial designation);
• timely reporting of both blank and issued lost and stolen passports; and
• maintenance of high counterterrorism, law enforcement, border control, and document security standards.

Designation as a VWP country *  is at the discretion of the U.S. government. Meeting the objective requirements of the VWP does not guarantee a country *  will receive VWP designation.

Entering the United States

An approved ESTA allows you to travel to a U.S. port-of-entry (generally an airport) and request permission to enter the United States, but an approved ESTA does not guarantee entry into the United States. Customs and Border Protection (CBP) officials at the port-of-entry have authority to permit or deny admission to the United States. Learn more on the  CBP website .

Extending your stay

If you enter the United States under the Visa Waiver Program, you are not permitted to extend your stay in the United States beyond the initial admission period. You must depart the United States on or before the date on your admission stamp when you entered the United States. See Extend Your Stay on the U.S. Citizenship and Immigration Services (USCIS) website .

Change of status

If you enter the United States under the Visa Waiver Program, you are not permitted to change status in the United States. See  Change My Nonimmigrant Status  on the U.S. Citizenship and Immigration Services (USCIS) website.

What if I am traveling to Guam or the Northern Mariana Islands?

Citizens of Australia, Brunei, Hong Kong, Japan, Malaysia, Nauru, New Zealand, Papua New Guinea, South Korea, Singapore, Taiwan and the United Kingdom do not need a visa or ESTA to visit both Guam and the Northern Mariana Islands because of the Guam-CNMI Visa Waiver Program, though they must complete Form I-736 prior to travel.  People's Republic of China Passport holders also do not need a visa if they complete Form I-736 for temporary admission into the Northern Mariana Islands. For more information on the Guam-CNMI Visa Waiver Program,  click here

* With respect to all references to “country” or “countries” on this page, it should be noted that the Taiwan Relations Act of 1979, Pub. L. No. 96-8, Section 4(b)(1), provides that “[w]henever the laws of the United States refer or relate to foreign countries, nations, states, governments, or similar entities, such terms shall include and such laws shall apply with respect to Taiwan.” 22 U.S.C. § 3303(b)(1). Accordingly, all references to “country” or “countries” in the Visa Waiver Program authorizing legislation, Section 217 of the Immigration and Nationality Act, 8 U.S.C. 1187, are read to include Taiwan. This is consistent with the United States’ one-China policy, under which the United States has maintained unofficial relations with Taiwan since 1979.

More Information

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Tourism’s Importance for Growth Highlighted in World Economic Outlook Report

• All Regions
• 10 Nov 2023

Tourism has again been identified as a key driver of economic recovery and growth in a new report by the International Monetary Fund (IMF). With UNWTO data pointing to a return to 95% of pre-pandemic tourist numbers by the end of the year in the best case scenario, the IMF report outlines the positive impact the sector’s rapid recovery will have on certain economies worldwide.

According to the World Economic Outlook (WEO) Report , the global economy will grow an estimated 3.0% in 2023 and 2.9% in 2024. While this is higher than previous forecasts, it is nevertheless below the 3.5% rate of growth recorded in 2022, pointing to the continued impacts of the pandemic and Russia's invasion of Ukraine, and from the cost-of-living crisis.

Tourism key sector for growth

The WEO report analyses economic growth in every global region, connecting performance with key sectors, including tourism. Notably, those economies with "large travel and tourism sectors" show strong economic resilience and robust levels of economic activity. More specifically, countries where tourism represents a high percentage of GDP   have recorded faster recovery from the impacts of the pandemic in comparison to economies where tourism is not a significant sector.

As the report Foreword notes: "Strong demand for services has supported service-oriented economies—including important tourism destinations such as France and Spain".

Looking Ahead

The latest outlook from the IMF comes on the back of UNWTO's most recent analysis of the prospects for tourism, at the global and regional levels. Pending the release of the November 2023 World Tourism Barometer , international tourism is on track to reach 80% to 95% of pre-pandemic levels in 2023. Prospects for September-December 2023 point to continued recovery, driven by the still pent-up demand and increased air connectivity particularly in Asia and the Pacific where recovery is still subdued.

Related links

• Download the News Release on PDF
• UNWTO World Tourism Barometer
• IMF World Economic Outlook

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