What Country Earns The Most On Tourism?

Tourism is a robust global industry, and understanding What Country Earns The Most On Tourism is crucial for travel businesses. According to the latest data from SIXT.VN, the United States leads in tourism revenue. This makes the USA a key player in the global travel landscape, alongside other top destinations that offer attractive travel solutions like cultural tours, hotel bookings, and efficient airport transfers, contributing significantly to their economies.

1. Overview of the World’s Largest Tourism Industries

About 1 billion people traveled to another country in 2024, according to the UN Tourism World Tourism Barometer. However, the question remains, exactly where did they go? The global travel industry has historically gravitated towards destinations with rich cultural heritage, diverse attractions and activities, and strong infrastructure, such as France, the United States, Spain, China, and Thailand.

1.1. The Powerhouses of Global Tourism

The United States emerged as the most powerful travel and tourism market globally in 2024. Fast-developing tourism destinations followed closely:

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

Here’s a comparison to the list of the 10 most visited countries in the world in 2024:

1.2. Drivers of Success in Leading Markets

Among the top five countries by international arrivals, three also appear in the top five fastest-developing travel and tourism markets: the United States, Spain, and France. They must be doing something right. But what?

According to the World Economic Forum, the Travel & Tourism Development Index ranks tourist destinations based on factors like:

• Prioritization of travel and tourism
• Air, ground, and travel infrastructure
• Natural and cultural resources
• Sustainability
• Safety and security

Prioritization of travel and tourism is a strategic government initiative with economic results. It includes international policies to attract visitors, destination branding, and promotion through marketing and tourism boards. Committed governments also fund adjacent industries to support development.

The US, China, France, and Spain also have the most efficient transportation networks, including international airports, highways, and high-speed rail systems, making them easily accessible.

The main motives for travel in the 21st century are memories and experiences, destinations with cultural and natural appeal. Paris welcomes around 50 million visitors annually, with millions visiting attractions like the Eiffel Tower and the Louvre.

Sustainability is also a major driver of tourism; most travelers want to travel sustainably. The US, France, and Spain rank high in the Global Destination Sustainability Index.

These places are blessed with economic and political stability, making them safe and secure for travelers.

1.3. Emerging Markets

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. In addition to Spain and France, Greece and Italy had significant increases in inbound spending.

India, Indonesia, and Vietnam are the fastest-growing outbound markets on the planet. According to the UN World Tourism Organization,

Tourism in the Middle East is also surging. Hotel construction has hit an all-time high across four key tourism markets: Saudi Arabia, the UAE, Qatar, and Egypt. Statista Market Forecast predicts an annual growth rate of 6.42% by 2029.

Another emerging market in the tourism sector is Africa. The travel and tourism sector in Africa could add $168 B to the continent’s economy and create over 18 million new jobs. The market is expected to grow annually at 7.49% by 2029.

2. In-Depth Analysis of Leading Tourism Countries

France, the US, Spain, China, and Thailand take the title of global tourism leaders thanks to their resilience, innovation, and commitment to the industry.

2.1. France: The Unrivaled 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%. Others (Statista) predict a sharp increase in international arrivals: 9.46%.

What makes France so attractive to foreign visitors? According to Scott Dunn, Americans go to France for “great food” and “beautiful views/scenery”. Other motives include “relaxation”, “culture”, “history”, “art”, “excitement”, “great wine”, “romance”, and “to watch or play sport”.

France offers the best of Europe in a single package. Travelers can choose between world-class ski resorts in the Alps and Pyrenees in the winter and the sun-kissed French Riviera in the spring and summer. The majority is drawn to the world’s capital of arts and fashion, Paris.

The City of Light offers each of the top activities that Americans planned to do on their trips to France in 2024: “shopping”, “visiting museums and galleries”, and visiting cities.

France keeps investing in activities and events, like the game-changing 2024 Paris Olympics.

France also has a sophisticated tourism environment that helps create a stress-free travel experience. Its central position in Europe, state-of-the-art infrastructure, and open-border policies within the Schengen Area make it an accessible destination for both short-haul and long-haul travelers.

In 2022, the French tourism sector received a €1.9 billion investment for the Destination France plan. Only a year later, the national tourism development organization Atout France uncovered a brand new campaign to encourage slow, sustainable, and authentic tourism that invites visitors to “dream big” and “experience the best.”

2.2. United States: A Diverse, Resilient Market

Foreign visitors were injecting nearly $640 million into the US economy every day before the COVID-19 pandemic. 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.

In July 2024, the country celebrated reaching a crucial milestone ahead of schedule, with 91 million visitors expected by 2026.

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

The distribution of visa types in 2023 reveals that most international visits – 29.7 million – were for pleasure or leisure activities. However, the US also draws corporate and educational 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 found 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 an increased interest in cities with fewer tourists.

The country’s natural appeal and each state’s commitment to tourism are reasons for the US to be at the top of global bucket lists.

US states invest heavily in tourism-friendly assets like infrastructure and keep busy with events of global significance. Music festivals, sports tournaments, and carnivals give the industry a huge boost.

“One of the driving factors to the success of the travel industry in the United States is the collaborative efforts between the local, regional, and state tourism organizations,” said Danielle Borja, President/CEO of Visit Conejo Valley for BBC, empowered by data from US-based visitor bureaus and destination management organizations.

US tourism professionals are trained in response to evolving needs and trends in the industry thanks to ongoing financial support from the government, prolific collaboration, and powerful data analytics. The US, a technology powerhouse, also has early access to cutting-edge travel tech and information.

2.3. 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. It welcomes over 80 million guests each year and is home to 50 UNESCO World Heritage Sites, delicious tapas, patatas bravas, and paellas, as well as the World Tourism Organisation (WTO).

Tourist overnight stays in Spain have reached historic heights in recent years. 21.8 million international visitors stayed in Spain over the course of 2 months, 7.3% more than in the summer of 2023.

With each tourist spending around €187 every day, tourism revenues rose by 17.8% in eight months. In July and August, that amounted to a 50% increase from 2019 levels.

Spain’s 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 are not far 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 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 entriesto approved travelers from nations like the US and the UK in 2025.

2.4. China: A Rising Power in Global Tourism

The Chinese love to travel. They were already booking trips to the US, Thailand, and Korea while the rest of the world was tidying up for the first guests after the pandemic. 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.

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).

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

However, international arrivals remain below the usual level. According to the Economic Intelligence Unit (EIU), China’s ongoing economic crisis may be an answer. The country’s rigid visa policies, which are now loosening, are also a good explanation.

Challenges with Western payment systems, geopolitical insecurities, and the frequency and price of flights to China may also be explanations.

The outlook is already better for 2024 and beyond, especially in the individual trip segment, based on recent visa-free travel policies.

2.5. Thailand: Southeast Asia’s Tourism Hub

Thailand was on a hot streak in 2019 when the pandemic brought the industry down. In 2023, it marked a comeback from the tepid 11 million international tourists in the aftermath of COVID-19.

Now, Thailand is aiming to get back to where it was before the lockdown and hit a record 40 million arrivals. This ambitious plan will generate $53 billion in tourism revenue by 2025.

Since it was rediscovered by long-haul travelers in the 2000s, Thailand remained a popular destination for beach tourism. The country’s pristine beaches and islands are the cornerstone of the industry.

A large percentage of international tourism receipts in Thailand go to diving, snorkeling, and kayaking. Beach-related activities and water sports are topped only by parties, for which Thailand is famous worldwide.

Thailand’s burgeoning beach tourism extends to luxury resorts in destinations like Koh Samet, Koh Kood, and Koh Yao.

Leisure tourism accounts for most of the market. Bangkok is the largest destination for urban tourism, juxtaposing cultural landmarks against a modern lifestyle.

Wellness tourism is another major contributor.

Despite being blessed with natural wonders and a unique culture, Thailand has been prioritizing tourism as a tool for economic growth since the 1970s. 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. Community-based initiatives, helped by eco-tourism and authentic cultural experiences, support this.

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

3. Key Drivers and Trends in Leading Tourism Markets

Countries that prioritize tourism, invest in infrastructure, and promote their natural and cultural assets are in the lead.

3.1. Government Support and Strategic Policy

No industry can prosper without government support. Government organizations are usually at the forefront of progress in countries where travel and tourism are the main contributors to the national GDP.

According to the US Department of Commerce, 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.”

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.

3.2. Infrastructure and Accessibility

Accessible travel is another game changer for destinations. At the very basic level, it entails infrastructure systems that allow tourists to travel safely and enjoy the journey regardless of the destination or their abilities.

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.

Digital transformation and technology-powered infrastructure are in close relation. Smart destinations have apps with real-time data on public transport, digitized ticketing, and interactive kiosks for information access.

3.3. Branding and Cultural Appeal

Countries that recognize their cultural appeal have unique brands that defy competition. France and Spain are on everyone’s bucket list due to their food, art, heritage, and other cultural assets.

American pop culture is one of the main cultural exports in the US. Brand USA promotes US festivals, history, sports, and food.

Millions of people visit ancient monuments like the Great Wall and Forbidden City and book trips to China for national festivals.

4. Technology and Innovation

Technology facilitates travel and enriches the travel experience. Destinations are investing in digital tourism platforms based on AI, VR, AR, and blockchain technologies.

Travel apps’ global revenue has tripled, exceeding $1.2 billion in 2023. Leading tourism destinations like France and the US offer interactive apps.

AI-powered translation apps help tourists communicate with locals, check in hotels, and enter attractions in China. Spain is one of the earliest adopters of AR/VR tours. Meanwhile, US airlines and hotels are experimenting with blockchain for quick bookings.

4.1. Sustainability and Responsible Tourism

France is Europe’s most sustainable tourism destination. Three French cities—Bordeaux, Lyon, and Paris—are among the top 40 destinations.

Rural and slow tourism are particularly unique and interesting in France. 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. The industry is a key contributor to several sustainability initiatives in Barcelona.

5. Comparative Benchmarking: How Countries Lead the Tourism Industry

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

5.1. Tourism Revenue per Capita

Analyzing regional markets and their contribution to the global tourism industry and economy requires considering both micro and macroeconomic metrics, such as tourism receipts per arrival and tourism revenue per capita:

The US stands firm as the fastest-developing tourism region by tourist spending, even though it lags behind France in the number of arrivals. At 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).

The lowest receipts per arrival are in China, reflecting the prevalence of budget tourism on the market.

It’s different when it comes to tourism revenue per capita. Spain ranks highest here.

China’s tourism contribution to the economy per resident is much lower. This is connected to the dominant domestic market and the focus on budget tourism.

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.

5.2. Growth Trends and Market Diversification

The most popular travel trends in 2023 ranged from regenerative travel to VR destinations. 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.

5.3. Technological Integration

Spain and France were Europe’s most popular destinations for online booking in 2023.

Digital travel platforms and booking services helped increase conversions for 77% of US hotels, while most reservations in Thailand in 2023 were made through online channels. Technology is key to unlocking tourism growth potential.

The global tourism leaders 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.

5.3.1. AR and VR Tours

Tourism boards use AI technology to build interactive AR and VR tours.

5.3.2. Generative AI Apps

Surveys conducted in the US and China show a rising number of travelers who use generative AI apps for travel inspiration and planning.

5.3.3. Smart Destinations

Smart tourism is poised to bring more tourists and improve how they experience Spain. Agencies and travel service providers are working hard to collect visitor data that will help them improve their offer through personalization and smart destination projects in the Canary Islands.

5.3.4. Immersive Tourism

China is trying to use technology to better integrate culture and tourism because culture is an important asset for Chinese tourism.

5.3.5. Thailand’s Success

The greatest success story comes from Thailand, where creative uses of digital and AI technology propel the market’s incredible renaissance.

6. Impact of Global Events on Leading Tourism Economies

The COVID-19 pandemic, economic downturns, and political instability have negatively impacted the global tourism industry without sparing any particular market.

6.1. Adapting to Global Crises: Lessons from the Pandemic

Global tourism leaders fought COVID-19 with different types of government support and crisis management strategies developed for each country’s specific challenges. France introduced financial aid and furlough schemes to help travel and tourism businesses while promoting domestic travel and eco-friendly initiatives.

The US enrolled a large-scale set of measures steered by the CARES Act, which helped revitalize domestic tourism and build traveler confidence through enhanced hygiene protocols. Spain has also encouraged secure travel practices and provided financial aid for tourism-dependent regions.

China and Thailand also focused on domestic tourism. In China, the crisis response was supported by AI and big data to analyze and forecast COVID-19 developments and trends, while Thailand launched the We Travel Together subsidy program to stimulate domestic travel and long-term stays.

6.2. Forecasting Recovery and Long-Term Growth

Global tourism is projected to reach pre-pandemic levels by 2024.

Southern Europe’s comeback took a dramatic turn in the spring and summer of 2024 when pent-up demand turned into overcrowding and overtourism. According to Eurostat figures, both France and Spain, as well as Portugal, Italy, and Greece, surpassed pre-pandemic levels.

US was expected to reach most of 2019 levels by January 2024. Thailand and China are hoping to return to their pre-pandemic levels in 2025.

7. Conclusion: Key Takeaways for the B2B Tourism Sector

Countries with the biggest travel and tourism industries—France, the US, Spain, China, and Thailand—offer valuable lessons for professionals learning to take advantage of evolving trends. They use a combination of government support, advanced infrastructure, cultural branding, and technology to stay competitive.

Tourism businesses that understand these drivers of success are on track to develop better market strategies and reshape the industry. Sustainable tourism, cutting-edge technology, and niche travel offer significant opportunities for growth, while immersive experiences and personalization highlight data’s immense importance.

While each tourism destination is unique, customer behavior, demand, and habits in the industry remain constant throughout the world. Not only is copying top performers not an answer, it is impossible. It’s up to every country and its tourism industry leaders to analyze the greats and create their own tourism brands and experiences.

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