Which Country Earns Most From Tourism: A Global Analysis?

Which country earns the most from tourism? The United States stands out as the leading earner in the global tourism industry, generating a staggering $2.36 trillion in GDP contribution, according to WTTC. SIXT.VN offers seamless travel solutions to explore the diverse landscapes and cultural richness of top destinations worldwide, including Vietnam. Plan your next adventure with our expert travel services! Consider Vietnam’s tourism sector for future trips, offering a rich blend of cultural experiences and natural beauty.

1. Understanding the Global Tourism Landscape

The global tourism industry is a colossal economic force, valued at trillions of dollars and continuing to expand. Tourism activity experienced a remarkable resurgence in 2023, increasing by 24% and exceeding pre-pandemic levels in early 2024, according to Phocuswright. After a two-year slowdown caused by the COVID-19 pandemic, the sector grew at around 4% CAGR. This growth demonstrates the industry’s resilience and importance in the global economy.

1.1. Economic Impact of Tourism

In 2024, the travel and hospitality sector is expected to hit $1.5 trillion, contributing an additional $770 billion to previous records, according to Custom Market Insights and the World Travel & Tourism Council (WTTC). The WTTC’s Economic Impact Research (EIR) highlights tourism as a major global employer, providing nearly 348 million jobs worldwide. In 2023, the total contribution of travel and tourism to the global gross domestic product (GDP) amounted to nearly $10 trillion, representing 9.1% of the overall GDP, according to Statista and WTTC.

1.2. Strategic Decision-Making for Small Businesses

Understanding these significant numbers can help small businesses make informed decisions and strategize for the future. Tactical knowledge is essential for success in the dynamic and sometimes volatile tourism industry.

2. Top Countries in the Tourism Industry

According to the UN Tourism World Tourism Barometer, about 1 billion people traveled to another country in 2024. Historically, global travel has revolved around countries with rich cultural heritage, diverse attractions and activities, and strong infrastructure, such as France, the United States, Spain, China, and Thailand.

2.1. Powerhouses of Global Tourism

The United States emerged as the most powerful travel and tourism market in the world in 2024. The Travel & Tourism Development Index 2024 ranked the United States first, followed by other fast-developing tourism destinations.

WTTC’s list of top countries ranked by tourism contribution to the national economy is similar:

Here are the 10 most visited countries in the world in 2024, according to Data Pandas:

2.2. Key Success Drivers

Three of the top five countries by international arrivals also appear in the top five fastest-developing travel and tourism markets: the United States, Spain, and France. They prioritize travel and tourism, have efficient transportation networks, and offer attractions with cultural and natural appeal.

The Travel & Tourism Development Index, published annually by the World Economic Forum, ranks popular tourist destinations based on factors like prioritization of travel and tourism, air, ground, and travel infrastructure, natural and cultural resources, sustainability, and safety and security.

Prioritization of travel and tourism involves strategic government initiatives with far-reaching economic results, including international policies that attract more visitors (open borders and automated visa processing) and destination branding and promotion through investments in marketing and tourism boards. Governments committed to tourism also fund adjacent industries to support its development.

Efficient transportation networks, from major international airports and highways to high-speed rail systems like French TGV and Spanish AVE trains, make destinations easily accessible. These factors create a favorable environment for tourism.

Memories and experiences drive travel in the 21st century, often involving destinations with cultural and natural appeal. Sustainability is another major driver, with 76% of travelers wanting to travel more sustainably. Economic and political stability also make destinations safe and secure for travelers.

2.3. Emerging Markets

Several regional markets in Europe have shown strong potential after COVID-19. According to the latest edition of the European Tourism Trends & Prospects report, Serbia, Malta, Bulgaria, Portugal, and Turkey noted the highest growth in foreign arrivals. Greece and Italy had significant increases in inbound spending, increasing tourism revenue.

According to the UN World Tourism Organization, India, Indonesia, and Vietnam are the fastest-growing outbound markets. India’s projected CAGR (cumulative annual growth rate) by 2029 is 8.87%, Indonesia’s is 7.79%, and Vietnam is expected to grow at an annual rate of 5.68%.

Tourism in the Middle East is also surging. Hotel construction has hit an all-time high across key tourism markets: Saudi Arabia, the UAE, Qatar, and Egypt. Statista Market Forecast predicts an annual growth rate of 6.42% by 2029. Africa is another emerging market, with travel and tourism potentially adding $168 billion to the continent’s economy and creating over 18 million new jobs. The market is expected to grow annually at 7.49% by 2029.

3. Comprehensive Analysis of Leading Tourism Countries

France, the US, Spain, China, and Thailand are global tourism leaders due to their resilience, innovation, and commitment to the industry.

3.1. France: The Global Leader

France has been the world’s top tourism destination for over 30 years. The country’s foreign guest count has been between 80 and 100 million since 2010, with the exception of COVID-19. French tourism is growing at a steady pace of 3%, according to WTTC’s Economic Impact Research (EIR). Statista predicts a sharp increase in international arrivals: 9.46%.

Americans visit France for its great food, beautiful views/scenery, relaxation, culture, history, art, excitement, great wine, and romance. France offers the best of Europe in a single package, including world-class ski resorts in the Alps and Pyrenees in the winter and the sun-kissed French Riviera in the spring and summer. Paris, the world’s capital of arts and fashion, attracts the majority of visitors.

The City of Light offers shopping, visiting museums and galleries, and visiting cities. Excellent restaurants and wine/champagne tasting are also high on the list. France invests in activities and events, like the 2024 Paris Olympics, to push for the title of the most visited country on the planet in 2025. France also has a sophisticated tourism environment that creates a stress-free travel experience, including a central position in Europe, state-of-the-art infrastructure, and open-border policies within the Schengen Area.

In 2022, the French tourism sector received a €1.9 billion investment for the Destination France plan and post-COVID-19 revitalization. In 2024, Atout France launched a new campaign to encourage slow, sustainable, and authentic tourism that invites visitors to “dream big” and “experience the best.”

3.2. United States: A Diverse, Resilient Market

Before the COVID-19 pandemic, foreign visitors were injecting nearly $640 million into the US economy every day. According to the International Trade Administration, the US travel and tourism industry generated $1.9 trillion in economic output, supporting 9.5 million American jobs and accounting for 2.9% of US GDP. By 2026, the country expects 91 million visitors, exceeding its five-year goal.

The United States topped the Travel & Tourism Development Index and WTTC’s list of top countries by tourism GDP contribution (8.6%). The US is a global force propelled by diverse landscapes, natural beauty, cultural richness, and a well-developed infrastructure.

Most international visits are for pleasure or leisure activities, with 29.7 million visits. The US also draws corporate and educational travelers, with 4 million and 1.37 million visits, respectively. For leisure travelers, American nature, history, culture, food, entertainment, lifestyle, fashion, and shopping are the main motives for making the trip across the ocean. The US National Park System, stretching over 63 parks and covering an area almost as big as the entire UK, attracted 19% of global adventure travelers in 2023.

Other visitors from abroad are more attracted to urban landscapes in top US destinations like New York City, Los Angeles, and Las Vegas. Since COVID-19 and the rise of authentic travel, the country has seen increased interest in cities with fewer tourists, like Cincinnati, Indianapolis, Louisville, Tampa, and Savannah.

The US’s unparalleled diversity spans 50 states and connects extremes like whale watching in Alaska and partying on tropical beaches in Florida. Each state’s commitment to tourism is a key factor, with heavy investments in tourism-friendly assets like infrastructure and events of global significance. Music festivals, sports tournaments, and carnivals (like Coachella, Super Bowl, and Mardi Gras) give the industry a huge boost.

Collaborative efforts between local, regional, and state tourism organizations, empowered by data from US-based visitor bureaus and destination management organizations, are a driving factor in the success of the travel industry in the United States. US tourism professionals are trained in response to evolving needs and trends in the industry, and the US has early access to cutting-edge travel tech and information.

3.3. Spain: Mediterranean Magnet

Spain is one of the top 3 most visited destinations in the world and the industry’s thought leader on sustainable tourism policies. With 50 UNESCO World Heritage Sites and delicious cuisine, it welcomes over 80 million guests each year. Tourist overnight stays in Spain have reached historic highs, with 21.8 million international visitors staying in Spain over the course of 2 months, 7.3% more than in the summer of 2023, according to the National Statistics Institute (INE).

Brits, French, and Germans visit Spain the most and have extended their spending, with each tourist spending around €187 every day, and tourism revenues rising by 17.8% in eight months. In July and August, that amounted to a 50% increase from 2019 levels.

Spain is a beautiful country that is disarming with its charm and hospitality. Its unique blend of natural beauty, culture, arts, and lifestyle is beyond competition. Spain’s tourism offer includes something for every traveler’s taste, from the bustling La Rambla to the bright and shimmering Mallorca.

Barcelona and Madrid are the country’s main urban attractions and magnets for leisure, culture, and luxury travelers. They are known for their cultural landmarks and museums by day and tapas, cocktails, and flamenco by night.

The restaurant and wine industries are vital to tourism in Spain. At least 20% of tourists cite food as one of the main reasons for visiting the country, making it one of the top destinations for gastronomy tourism. According to Booking.com, Barcelona is the No. 1 “foodie” destination in the world, while Madrid is the fourth most popular.

Rural and nature tourism don’t lag much behind urban attractions, with destinations like the Pyrenees and Camino de Santiago leading the market. In close relation are coastal and beach tourism. Mallorca and Ibiza alone are expected to attract up to 20 million tourists next year, followed by Costa del Sol and Canary Islands.

Spain’s tourism branding is also among the best globally. The destination is represented by Turespaña, which invested over €12.5 million in 2023 in international campaigns and collaborations with industry trendsetters like National Geographic and Conde Nast in an effort to boost interest in major events like Picasso Year.

Another driver of tourism in Spain is accessibility—geographical, infrastructural, and political. The country maintains world-class airports in Madrid and Barcelona, modern metro systems, and Renfe trains. In addition, Spain will extend expedited ETIAS entries to approved travelers from nations like the US and the UK in 2025.

3.4. China: A Rising Power in Global Tourism

The Chinese love to travel. While the rest of the world was tidying up for the first guests after the pandemic, they were already booking trips to the US, Thailand, and Korea. Aside from climbing back to the top of the outbound tourism spending list, China also made sure to leave a portion of that expenditure with domestic hosts.

Domestic tourism exceeds inbound travel in post-COVID China, which still struggles to regain international visits from 2019. While arrivals are only at 30% of pre-pandemic levels, in-country travel spending has already surpassed them. About 4.89 billion domestic trips were made in 2023, generating $679 billion in tourism revenue. In 2024, 474 million domestic trips were made in only eight days.

Cultural heritage, modern urban experiences, and natural wonders compete for visitors’ attention in China. UNESCO World Heritage Sites like the Great Wall, Forbidden City, and Palace Museum get the lion’s share of international visits each year.

Chinese urban experiences with the most inbound bookings for leisure and culture trips are in the popular Guangdong-Hong Kong-Macao Greater Bay Area (GBA). According to Trip.com Group data, Shenzhen scored 7 out of 10 hotel bookings. Guangzhou ranked third, followed by Zhuhai, Foshan, and Zhongshan.

Other key attractions for inbound and domestic tourism are destinations like Zhangjiajie National Forest Park and Guilin. Their surreal landscapes attract nature travelers from abroad as well as Chinese outdoor enthusiasts.

Nevertheless, international arrivals remain below the usual level despite the country’s culturally unique and diverse offer. China’s ongoing economic crisis, rigid visa policies, challenges with Western payment systems, geopolitical insecurities, and the frequency and price of flights to China are possible explanations.

There’s a plan in action to stop the downward trend in Chinese inbound tourism, led by visa-free travel policies. The outlook is already better for 2024 and beyond, especially in the individual trip segment. Intercontinental, Marriott, and Hilton are heralding the return of foreign investors as well, marking China as a rising power in global tourism.

3.5. Thailand: Southeast Asia’s Tourism Hub

Thailand was on a hot streak in 2019 when the pandemic brought the industry down for more than 24 months. That year, 39 million visitors flew over the ocean, helping the industry contribute a reviving 11.5% to the Thai economy. 2023 marked a comeback from the tepid 11 million international tourists in the aftermath of COVID-19. Thailand is aiming for tourism gold, seeking to hit a record 40 million arrivals, generating $53 billion in tourism revenue by 2025.

Thai tourism counts on beach tourism, with pristine beaches and islands represented by Phuket, Krabi, Koh Samui, and Khao Lak. A large percentage of international tourism receipts in Thailand go to diving, snorkeling, and kayaking, topped only by parties, for which Thailand is famous worldwide. The majority of Western travelers interested in Thai destinations are from younger generations. Thailand’s burgeoning beach tourism extends to luxury resorts in destinations like Koh Samet, Koh Kood, and Koh Yao.

Leisure tourism accounts for 70% of the market. Bangkok is the largest destination for urban tourism, juxtaposing cultural landmarks against a modern lifestyle. Thailand has over 40,000 temples, and the most visited among them are located in Bangkok.

Wellness tourism is another major contributor. Thanks to luxury spa resorts, detox retreats, and holistic healing programs in Koh Samui Hua Hin and Chiang Mai, Thailand is a global leader in this niche. Thai wellness is additionally supported by the rising interest in medical tourism.

Thailand has been prioritizing tourism as a tool for economic growth since the 1970s, with the majority of infrastructure built in the 1980s and successfully maintained to the present day. The government is currently working on making flights more frequent. Another milestone for 2025 is to encourage visitors to spend more during their stay in Thailand, supported by community-based initiatives, eco-tourism, and authentic cultural experiences.

Thailand is also one of the pioneers of digitalization in tourism, especially in marketing. The country is extremely popular on TikTok, Instagram, and other social media sites. The Tourism Authority of Thailand (TAT) has launched TAT Connex, an influencer platform designed to promote Thailand’s tourism in preparation for 2025.

4. Core Trends and Drivers in Prominent Tourism Markets

The 2024 Travel & Tourism Development Index highlights the factors that separate prolific tourism industries from the competition. The World Economic Forum notes that countries that prioritize tourism, invest in infrastructure, and promote their natural and cultural assets are in the lead.

4.1. Government Backing and Policy

No industry can prosper without government support. In countries where travel and tourism are the main contributors to the national GDP, government organizations are at the forefront of progress. The US, France, and Spain are good examples.

The National Travel and Tourism Office “creates a positive climate for growth in travel and tourism by reducing institutional barriers to tourism, administers joint marketing efforts, provides official travel and tourism statistics, and coordinates efforts across federal agencies,” according to the US Department of Commerce.

Government bodies are in charge of tourism strategies in markets with open borders and accessible visa policies, like the EU’s Schengen Area or Thailand. The Schengen area facilitates an estimated 1.25 billion journeys every year, allowing people to travel freely and without delays, based on European Commission data.

4.2. Infrastructure and Accessibility

Accessible travel is another game changer for destinations, says UN Tourism. It entails infrastructure systems that allow tourists to travel safely and enjoy the journey regardless of the destination or their abilities. The US tops this list, followed by Singapore, Tokyo, and Barcelona.

Destinations with modern airports and frequent international air traffic receive more visitors than countries without direct flights. Railway systems, public transportation, and well-maintained roads are just as important. Statistics show that four out of five leading tourism markets have an above-average infrastructure score.

A digital transformation and technology-powered infrastructure of smart destinations are closely related. Barcelona and a few other Spanish cities employ Smart City initiatives like apps with real-time data on public transport, digitized ticketing for major attractions, and interactive kiosks for easy information access.

4.3. Branding and Cultural Lure

Countries that recognize their cultural appeal have unique brands that defy competition. France and Spain don’t need to try too hard to attract travelers; these destinations are on everyone’s bucket list due to their food, art, heritage, and other cultural assets.

The US and China are tourism “classics” in their own ways. American pop culture is one of the main cultural exports in the US, propagated by Los Angeles and New York City. Brand USA promotes US festivals, history, sports, and food.

Destination branding based on cultural goods is even more obvious in China. Millions of people visit ancient monuments like the Great Wall and Forbidden City and book trips to China for national festivals like the Lunar New Year. Here, the rich and diverse culture ranges from tea houses to Shaolin temples, creating a singular travel experience.

5. Technology and Innovation: Transforming the Tourism Experience

Technology facilitates travel and enriches the travel experience, as seen in smart destinations. An increasing number of countries are investing in digital tourism platforms based on AI, VR, AR, and blockchain technologies. Tourists enjoy convenience and personalization, driving tourism figures up.

Over the last five years, travel apps‘ global revenue has tripled, exceeding $1.2 billion in 2023, according to Statista. Leading tourism destinations like France and the US offer interactive apps with itineraries, museum tickets, event information, and more. France Touristic and the US National Park Service app have millions of downloads.

In China, AI-powered translation apps help tourists communicate with locals, check in hotels, and enter attractions. Spain is one of the earliest adopters of AR/VR tours, made to impress foreign visitors by bringing destinations like Alosno to life. Meanwhile, US airlines and hotels are experimenting with blockchain for quick bookings.

5.1. Sustainability and Ethical Tourism

France is Europe’s most sustainable tourism destination, according to the 2024 Global Destination Sustainability Index (GDS-Index). Three French cities—Bordeaux, Lyon, and Paris—are among the top 40 destinations, while Barcelona, Spain’s only representative, ranks 31st. The most sustainable destinations are from the Asia-Pacific.

Among other successful sustainability initiatives in France, rural and slow tourism are particularly unique and interesting. Projects like Petites Cités de Caractère and Slow Village invite tourists to small historic towns where new museums, cycling routes, and eco-friendly accommodations help preserve French heritage and nature.

Spain has been working on a more sustainable future since the early 2000s, with special support from the local government and national transport providers, Iberia and Renfe. In Barcelona, the industry is a key contributor to several sustainability initiatives, such as the 9-year Nature Plan and the 9-part Healthy and Sustainable Food Strategy.

6. Comparative Analysis: Leadership in the Tourism Sector

How do these industry giants compare with each other in terms of tourism revenue, market diversification, and technological integrations?

6.1. Tourist Revenue per capita

We can’t analyze regional markets and their contribution to the global tourism industry and economy without considering both micro and macroeconomic metrics, such as tourism receipts per arrival and tourism revenue per capita:

Although it lags behind France in the number of arrivals, the US stands firm as the fastest-developing tourism region by tourist spending. With nearly $3,000 per tourist arrival, the US is the world’s most valuable tourism sector because it capitalizes on luxury travel, business tourism, and longer stays.

Spain and Thailand had a similar performance in 2023, both of them close to the global average of tourism receipts per arrival ($1,171). This indicates a well-balanced market with an equal share of budget and premium tourism experiences.

According to accommodation data from WTTC Knowledge Partner CoStar, Paris was the most powerful destination city in 2023. But despite that, and regardless of having the highest number of international arrivals, France’s receipts per arrival are below the world average, indicating a focus on high-volume budget tourism.

Moderate spending per arrival may also reveal dependence on short-stay or day-trip visitors, who contribute little to the country’s economy. French modern infrastructure supports budget travelers with affordable options like public transportation, making it a popular destination but lowering average spending at the same time.

Tickets to attractions like the Louvre and Versailles are very affordable, and plenty of other sites, including the Eiffel Tower, Arc de Triomphe, and Sacré-Cœur, can be visited for free. Education and group travel are both popular in France, and they further lower arrival spending.

The lowest receipts per arrival are in China, reflecting the prevalence of budget tourism on the market. The cost of accommodation in China is between $20 for budget lodging, $80 for mid-range hotels, and $300 for luxury stays.

When it comes to tourism revenue per capita, Spain ranks highest, generating two times more than its runner-up, France. Spain’s strong contribution of tourism to its economy relative to its population size aligns with the country’s focus on attracting high numbers of international tourists to smaller regions.

The French get less from tourism, but that’s not a big loss for the country’s economy. The US is in a similar situation, which is expected given its large population size and diversified economy. Also, a large portion of US tourism comes from domestic travel, which generally contributes less to total tourist spending and revenue.

China’s tourism contribution to the economy per resident is much lower, connected to the dominant domestic market and the focus on budget tourism. China’s poor accessibility and barriers to international tourism also play a role.

Thailand’s tourism revenue per capita is by far the lowest in the world, although the country remains one of the leading global markets for tourism. This is disproportionate to Thailand’s receipts per arrival, which are equal to Spain’s. The market is completely overflooded with budget travelers attracted by cheap lodging and prices.

Many international tourists are deterred by the cost of long-haul travel, so Thailand mostly relies on low-spending tourists from China, Malaysia, and India.

6.2. Advancement and Diversification

According to a Euronews Travel report, the most popular travel trends in 2023 ranged from regenerative travel to VR destinations. In pursuit of unique experiences, tourists booked their trips around rail travel, electric transportation, and rural huts and cabins. Tourism offers in France, Spain, and the US accommodate all these quirks.

France, Spain, and the US have one key thing in common that China and Thailand don’t: strong market diversification. Their strategic approach to travel product development drives success across multiple tourism sectors and niches, catering to diverse demand and crowning these countries as leaders in virtually all tourism metrics.

In France, the cultural hub of Europe, adventure travel and ecotourism are as dynamic as medical tourism and educational travel. Thanks to French cuisine and shopping, the country also has one of the largest luxury markets in the world:

Perhaps even more so than France, the US tourism market is known for its diversity. A blend of city destinations and outdoor experiences keeps the North American nation at the top of global trends in adventure, ecotourism, and luxury travel:

As expected, the most profitable travel market in Spain is package holidays. Ecotourism and adventure travel are the fastest-growing, while luxury travel and sports tourism get the lion’s share of tourism revenue.

6.3. Tech Integrations

In 2023, Spain and France were Europe’s most popular destinations for online booking, with 35.6 and 24.9 million night guests, respectively. Six of the top 20 regions that are generating clicks and bookings on OTA platforms are in Spain and France. Digital travel platforms and booking services helped increase conversions for 77% of US hotels, while 65% of all reservations in Thailand in 2023 were made through online channels. Technology is key to unlocking tourism growth potential.

Each in its own way, all five global tourism leaders we analyzed in this article use travel technology to attract international visitors and make their trips memorable. The accent is on artificial intelligence (AI), which personalizes travel experiences by assuming the role of a travel assistant or tour guide, usually through mobile apps.

6.3.1. Augmented and Virtual Reality Tours

In France, tourism boards use AI technology to build interactive AR and VR tours. One of the most successful examples is in Notre Dame, where VR enables tourists to revel in the world-famous cathedral during its closure from April 2019 to December 2024. 30% of ticket sales for the VR attraction were allocated for Notre Dame repairs. A similar experience was created for the centenary of Gustave Eiffel’s death, this time with AR technology. Using their smartphones, Eiffel Tower visitors can meet the revered engineer and experience the attraction in three different time periods.

In general, about 60% of French tourism companies use chatbot solutions to this end. AI technology improves customer experience and increases customer engagement but also empowers agents with automated operational workflows for tighter management and in-depth analysis of customer data, which helps predict demand.

6.3.2. Applications of Generative AI

Generative AI is relatively new, but its impact on global travel is momentary and will be long-lasting. Surveys