International Tourist Arrivals by country in 2024. Will Spain get the crown in 2025?

Global tourism made its grand comeback in 2024. After years of uncertainty and disruption, airports are buzzing again, landmarks are packed, and destinations worldwide are celebrating a milestone: international tourist arrivals have essentially returned to pre-pandemic levels.

According to the UNWTO, around 1.4 billion international travelers took trips in 2024—an 11% increase over 2023, bringing the industry to 99% of 2019 volumes. But this resurgence wasn’t evenly spread. Some destinations soared, others still lagged behind, and a few surprise markets rose faster than anyone expected.

At the heart of this story lies a dramatic rivalry: France and Spain, battling for the crown of the world’s most visited country. France had the Olympics advantage in 2024, but 2025 may bring a new leader.

Global Rebound: Tourism Back to 99% of Pre-Pandemic Levels

Tourism’s darkest days are now behind us. By the end of 2024, international arrivals had effectively recovered from the collapse of 2020–2021. Strong pent-up demand, lifted restrictions, and airlines restoring routes fueled this revival.

But the comeback wasn’t just about volume. Travelers spent more than ever before: international tourism revenues hit a record $1.9 trillion, even surpassing 2019 in real terms. On average, tourists spent around $1,100 per trip, showing that people weren’t just traveling again—they were investing in longer stays, premium experiences, and cultural events.

Regional Highlights: Where the Recovery Was Strongest

• Europe – Tourism’s Powerhouse: With 747 million arrivals in 2024, Europe not only recovered but surpassed 2019. Mediterranean hotspots and city breaks drove much of the growth, with Americans and Asians returning in big numbers.
  
• Middle East – Fastest Growth Worldwide: Up 32% vs. 2019, the Middle East was 2024’s standout performer. Saudi Arabia alone welcomed 30 million visitors, an all-time high.
  
• Africa – Exceeding Expectations: Africa attracted 74 million tourists, about 7% above 2019, driven by strong performances from Morocco, Egypt, and East Africa.
  
• Americas – Nearing Pre-Pandemic Levels: With 213 million arrivals, the Americas reached 97% of 2019. The Caribbean and Central America even set new records.
  
• Asia-Pacific – The Recovery Continues: The region welcomed 316 million tourists in 2024, a sharp rebound to 87% of 2019 levels. Japan surged to nearly 37 million arrivals, a 47% jump in one year. China’s outbound travel, though not yet at full strength, is set to accelerate 2025’s growth.
  

The Olympics Effect: France Hits 100 Million Visitors

France stole the global spotlight in 2024, becoming the first country ever to exceed 100 million international visitors in a single year. Hosting the Paris Olympics proved decisive.

The Games brought not only athletes and officials but millions of additional tourists. Many extended their trips to explore beyond Paris—Normandy’s D-Day commemorations, Provence’s summer festivals, and the reopening of Notre-Dame Cathedral all contributed to record arrivals.

France’s achievement shows how mega-events can supercharge tourism. For hotel owners and short-term rental hosts, it’s a clear lesson: aligning with global events pays dividends in occupancy, exposure, and long-term destination branding.

Spain: The Challenger to Watch in 2025

Spain wasn’t far behind. With around 93–94 million international visitors in 2024, it remained the world’s #2 destination. Its beaches, cultural hubs, and vibrant festivals continued to attract strong demand, especially from Northern Europe and the U.S.

But 2025 could be different. Without the Olympic “boost,” France’s arrivals may plateau, while Spain is forecasted to hit a record 100 million visitors. If so, Spain could claim the #1 spot in the global tourism rankings for the first time.

This rivalry between France and Spain is more than a numbers game. It illustrates how destinations must continuously innovate—through marketing, infrastructure, and events—to capture travelers’ attention year after year.

Other Notable Performers in 2024

While France and Spain led the headlines, other destinations had remarkable years:

• Saudi Arabia shattered expectations with 30 million visitors, driven by its ambitious Vision 2030 tourism push.
  
• Japan not only welcomed millions but saw foreign tourist spending hit record highs.
  
• El Salvador (+81%) and Ethiopia (+40%) were among the world’s fastest-growing destinations compared to 2019, signaling the rise of new tourism markets.
  
• The Dominican Republic and Mexico exceeded pre-pandemic levels thanks to early reopening strategies and strong North American demand.
  

These stories highlight that global tourism isn’t just about Europe’s giants. Growth opportunities exist everywhere—and smart industry players are already taking notice.

Top 10 Countries by International Tourist Arrivals in 2024

According to the UN World Tourism Organization’s World Tourism Barometer and corroborating high-authority sources, these are the global leaders in visitor arrivals:

Rank	Country	International Tourist Arrivals (2024)
1	France	~102 million
2	Spain	~93.8 million
3	United States	~72.4 million
4	Italy	~60.6 million
5	Turkey	~57.9 million
6	Mexico	~45.0 million
7	United Kingdom	~37.5 million
8	Japan	~36.9 million
9	Germany	~36.0 million
10	Greece	~35.5 million

Tourism’s Economic Impact

Tourism in 2024 was more than a recovery—it was a reset. The industry supported millions of jobs, revitalized airlines and hotels, and pumped money into local economies worldwide.

Key spending markets included the U.S., U.K., and Germany, each recording spending levels well above 2019. And while Chinese outbound tourism is only partially back, its gradual return will be a key driver for 2025.

The boom also exposed challenges: staffing shortages, over-tourism in hotspots like Venice, and rising travel costs. Addressing these issues will be critical to sustaining long-term growth.

What is happening in 2025?

The UNWTO forecasts 3–5% growth in international arrivals in 2025, meaning the world could see the highest travel numbers in history.

Key trends shaping 2025 include:

• Spain’s bid for the top spot, potentially surpassing France.
  
• Asia-Pacific closing the gap, with China’s outbound tourism expected to return in full force.
  
• Value-driven travel as inflation pressures budgets, leading to demand for affordable yet unique experiences.
  
• Sustainability concerns, with more destinations experimenting with visitor caps, tourist taxes, and eco-tourism initiatives.
  

For hotel owners, short-term rental managers, and tourism professionals, 2025 is the year to double down on quality, innovation, and market targeting.

Political Turmoil & Its Toll on U.S. Tourism

The political climate in the United States, characterized by heightened tensions and a shift in foreign policy, is increasingly affecting international tourism—especially from Europe and South America. Here’s how the changing sentiment is translating into concrete impacts.

Hurt by Hostility: A Tourism Downturn

• Projected Revenue Loss: The World Travel & Tourism Council (WTTC) forecasts international visitor spending in the U.S. will fall to $169 billion in 2025, down from $181 billion in 2024—a $12.5 billion decline and the only tourism revenue drop among the top 184 economies analyzed.
• Sharper Slump in Arrivals: Tourism Economics has revised its forecast, predicting a 9.4% drop in international arrivals in 2025, compared to an earlier estimate of growth. That translates into an estimated $9 billion loss in tourism spending.

Visitor Numbers Are Falling—Fast

• Year-to-Date Declines: Through May 2025, international arrivals to the U.S. are down 2.4% compared to the same period in 2024—an accelerating downward trend.
• Regional Downturns: Tourism from key markets is dropping significantly:
  
  • Canada: visitor traffic down by over 20%
    
  • Western Europe: similarly steep declines
    
  • March 2025 saw a 11.6% drop in overall overseas visitors, with a 17.2% decline from Western Europe specifically.
• July Slide Continues: International arrivals in July fell 3.1%, bringing the year-to-date decline to 1.6%. Canadian visits plunged 25.2%, particularly via land crossings which dropped 37% that month.

Spot Reports Across Destinations

• Las Vegas: Visitor numbers slumped 11%, with international arrivals down 13% in June 2025 compared to June 2024. Hotel occupancy dipped 15%, especially from Canadian and Mexican markets. Officials cited tariffs and immigration toughening as deterrents.
  
• Nationwide Trend: In June, international air arrivals to the U.S. declined by 6.6%, with sharp drops in travelers from Canada, South Korea, Germany, and France. High visa costs (e.g., tourist visa fees rising by hundreds of dollars) and reduced tourism promotion funding have intensified the challenges.

Drivers Behind the Drop

• Policy & Perception: Retaining fewer resources for tourism marketing (Brand USA funding slashed 80%) and adding visa barriers have created friction. Several countries have issued travel advisories, reinforcing the narrative of a less welcoming U.S.
• Boycott Movement: A growing international protest—particularly in Canada and parts of Europe—has targeted U.S. travel alongside consumer goods. For example, February 2025 marked a 40% drop in Canadians traveling to the U.S., contributing to a flight-booking collapse of 71–76% that March compared to 2024.

Sidebar: Summary Table

Metric	2025 Decline	Commentary
International Visitor Spending	from $181B to $169B (-$12.5B)	Only major economy with a projected drop
International Arrivals	–9.4% (Tourism Economics)	Reflecting steep traveler reluctance
Canada-bound Travelers	~–20%	Fear and policy backlash
Overseas Arrivals (Jun vs Jun ’24)	–6.6%	A continuing slide in global arrivals

How This Affects Tourism Professionals

For destinations or competitors of the U.S., this evolving climate provides both a cautionary tale and an opportunity:

• Takeaway: International travelers are now weighing political optics as much as price points or attractions. Unwelcoming rhetoric, scrapped promotional budgets, or costly visas deter visitors.
  
• Opportunity: European and Latin American destinations can attract more attention from markets retracting from the U.S.—especially Canadians, Germans, French, and South Americans.
  
• For U.S. Operators: Businesses should advocate for restoring tourism promotion funding, easing visa procedures, and portraying the U.S. as inclusive to stem the slide.

Conclusion: Tourism Is Back—And So Is the Competition

2024 was the year global tourism healed. France reached a historic milestone, Spain cemented its position as a close rival, and emerging markets proved the industry’s growth potential goes far beyond traditional hotspots.

As 2025 unfolds, the question isn’t whether tourism will grow—it’s which destinations will lead the charge. At Weorizon, we track these shifts to help tourism professionals stay ahead. Subscribe to our newsletter or contact us today to discover how our insights can help you maximize visibility and bookings in this new era of record-breaking travel.

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