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Contents
- 1. Overview of Global Tourism Industries
- 2. The Powerhouses of Global Tourism
- 3. Drivers of Success in Leading Markets
- 3.1. Prioritization of Travel and Tourism
- 3.2. Efficient Transportation Networks
- 3.3. Cultural and Natural Appeal
- 3.4. Sustainability
- 3.5. Safety and Security
- 4. Emerging Markets
- 5. In-Depth Analysis of Leading Tourism Countries
- 5.1. France: The Unrivaled Global Leader
- 5.2. United States: A Diverse, Resilient Market
- 5.3. Spain: Mediterranean Magnet
- 5.4. China: A Rising Power in Global Tourism
- 5.5. Thailand: Southeast Asia’s Tourism Hub
- 6. Key Drivers and Trends in Leading Tourism Markets
- 6.1. Government Support and Strategic Policy
- 6.2. Infrastructure and Accessibility
- 6.3. Branding and Cultural Appeal
- 7. Technology and Innovation
- 7.1. AR and VR Tours
- 7.2. Generative AI Apps
- 7.3. Smart Destinations
- 7.4. Immersive Tourism
- 7.5. Thailand’s Success
- 8. Sustainability and Responsible Tourism
- 8.1. Sustainable Practices
- 9. Comparative Benchmarking: How Countries Lead the Tourism Industry
- 9.1. Tourism Revenue per Capita
- 9.2. Growth Trends and Market Diversification
- 9.3. Technological Integration
- 10. Impact of Global Events on Leading Tourism Economies
- 10.1. Adapting to Global Crises: Lessons from the Pandemic
- 10.2. Forecasting Recovery and Long-Term Growth
- 11. Conclusion: Key Takeaways for the B2B Tourism Sector
1. Overview of Global Tourism Industries
According to the UN Tourism World Tourism Barometer, roughly one billion people journeyed to international destinations in 2024. Historically, countries boasting significant cultural heritage, varied attractions, dynamic activities, and robust infrastructure have consistently drawn the largest number of visitors. These include France, the United States, Spain, China, and Thailand.
2. The Powerhouses of Global Tourism
The United States is the most robust travel and tourism market globally, securing the top spot in the Travel & Tourism Development Index 2024. Fast-developing tourism destinations follow closely.
Travel & Tourism Development Index 2024: Top Countries
| Rank | Country | Score (1-7) |
|---|---|---|
| 1 | United States | 5.24 |
| 2 | Spain | 5.18 |
| 3 | Japan | 5.09 |
| 4 | France | 5.07 |
| 5 | Australia | 5.00 |
| 6 | Germany | 5.00 |
| 7 | United Kingdom | 4.96 |
| 8 | China | 4.94 |
| 9 | Italy | 4.90 |
| 10 | Switzerland | 4.81 |
Similarly, WTTC’s ranking of countries by tourism’s contribution to the national economy mirrors the above list.
Countries Ranked by GDP Contribution from Tourism
| Rank | Country | GDP Contribution |
|---|---|---|
| 1 | United States | $2.36 trillion |
| 2 | China | $1.3 trillion |
| 3 | Germany | $487.6 billion |
| 4 | Japan | $297 billion |
| 5 | United Kingdom | $295.2 billion |
| 6 | France | $264.7 billion |
| 7 | Mexico | $261.6 billion |
| 8 | India | $231.6 billion |
| 9 | Italy | $231.3 billion |
| 10 | Spain | $227.9 billion |
Additionally, these countries are among the most visited globally in 2024.
Top 10 Most Visited Countries in 2024
| Rank | Country | International Arrivals |
|---|---|---|
| 1 | France | 89.4 million |
| 2 | Spain | 83.7 million |
| 3 | United States | 79.3 million |
| 4 | China | 65.7 million |
| 5 | Italy | 64.5 million |
| 6 | Turkey | 51.2 million |
| 7 | Mexico | 45.0 million |
| 8 | Thailand | 39.8 million |
| 9 | Germany | 39.6 million |
| 10 | United Kingdom | 39.4 million |
3. Drivers of Success in Leading Markets
Among the top five countries based on international arrivals, three also rank highly in the fastest-developing travel and tourism markets: the United States, Spain, and France.
3.1. Prioritization of Travel and Tourism
Strategic government initiatives, including international policies that attract more visitors (open borders and automated visa processing) and destination branding through investments in marketing and tourism boards, drive success. According to research from the World Economic Forum, prioritization of travel and tourism is a key factor. Governments committed to tourism also fund adjacent industries to support its development.
3.2. Efficient Transportation Networks
The US, China, France, and Spain feature efficient transportation networks. Accessibility significantly boosts tourism, but the main reasons for travel in the 21st century are memories and experiences, often involving destinations with cultural and natural allure. According to the World Economic Forum, efficient transportation networks create a favorable environment for tourism.
3.3. Cultural and Natural Appeal
Paris attracts about 50 million visitors each year, half of all international arrivals in France. Attractions such as the Eiffel Tower and the Louvre are major draws. According to American Express, the main motives for travel in the 21st century are memories and experiences, more often than not involving destinations with cultural and natural appeal.
3.4. Sustainability
Sustainability is increasingly crucial for travelers. The US, France, and Spain rank high in the Global Destination Sustainability Index. According to Booking.com, 76% of travelers want to travel more sustainably.
3.5. Safety and Security
Economic and political stability enhance safety and security for travelers. While Northern European cities top the list of safest cities, the US, France, and Thailand are still considered safe destinations. According to the Travel Safe Index, economic and political stability make destinations safe and secure for travelers.
4. Emerging Markets
Several regional markets in Europe show strong potential, with Serbia, Malta, Bulgaria, Portugal, and Turkey noting the highest growth in foreign arrivals, according to the European Tourism Trends & Prospects report.
Fastest-Growing Outbound Markets
- India
- Indonesia
- Vietnam
Tourism is also surging in the Middle East, with hotel construction hitting an all-time high across Saudi Arabia, the UAE, Qatar, and Egypt. Africa is another emerging market, with travel and tourism potentially adding $168 B to the continent’s economy and creating over 18 million new jobs. According to Statista, these regions are showing significant growth in the tourism sector.
5. In-Depth Analysis of Leading Tourism Countries
France, the US, Spain, China, and Thailand are global tourism leaders because of their resilience, innovation, and commitment to the industry.
5.1. 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.
Tourism & Travel Market Overview (2023): France
| Metric | Value | Source |
|---|---|---|
| International Arrivals | 100 million | Statista |
| Tourism Revenue | $68.6 billion | Road Genius |
| International Tourism Receipts | $71.2 billion | Statista |
| Tourism GDP | $258 billion | Statista |
| Tourism GDP Share | 8.5% | Statista |
| Outbound Tourism Expenditure | $49 billion | Statista |
| CAGR (2024-2029) | 2.83% | Statista |
| Top Destination Cities | Paris, Nice, Cannes | |
| Most Visited Attractions | Disneyland Paris |
France offers a quintessentially European experience with world-class ski resorts, the sun-kissed French Riviera, and Paris, the world’s capital of arts and fashion. The government supports the tourism sector through investments and brand new campaigns promoting slow, sustainable, and authentic tourism. According to Scott Dunn, Americans visit France for the great food and beautiful views.
5.2. United States: A Diverse, Resilient Market
Before the COVID-19 pandemic, foreign visitors injected nearly $640 million into the US economy every day.
Tourism & Travel Market Overview (2023): United States
| Metric | Value | Source |
|---|---|---|
| International Arrivals | 66.5 million | International Trade Administration |
| Tourism Revenue | $204.45 billion | Statista |
| International Tourism Receipts | $189 billion | Statista |
| Tourism GDP | $2.36 trillion | Statista |
| Tourism GDP Share | 8.6% | Statista |
| Outbound Tourism Expenditure | $215.4 billion | International Trade Administration |
| CAGR (2024-2029) | 4.37% | Statista |
| Top Destination Cities | New York City, Miami | |
| Most Visited Attractions | Central Park |
The US is a global force propelled by diverse landscapes, natural beauty, and cultural richness, as well as a well-developed infrastructure. Most international visits are for pleasure or leisure activities, and the US also draws corporate and educational travelers. According to the International Trade Administration, the US travel and tourism industry is a major economic driver.
5.3. Spain: Mediterranean Magnet
Spain is one of the top 3 most visited destinations globally, welcoming over 80 million guests each year.
Tourism & Travel Market Overview (2023): Spain
| Metric | Value | Source |
|---|---|---|
| International Arrivals | 85.1 million | Road Genius |
| Tourism Revenue | N/A | |
| International Tourism Receipts | $114 billion | INE |
| Tourism GDP | $155 billion | Statista |
| Tourism GDP Share | 12.4% | Go With Guide |
| Outbound Tourism Expenditure | $26.3 billion | Road Genius |
| CAGR (2024-2029) | 3.2% | CaixaBank Research |
| Top Destination Cities | Barcelona, Madrid | |
| Most Visited Attractions | Sagrada Familia |
Spain offers a blend of natural beauty, culture, arts, and lifestyle. Barcelona and Madrid are main urban attractions for leisure, culture, and luxury travelers. The restaurant and wine industries are vital to tourism, making Spain one of the top destinations for gastronomy tourism. According to the National Statistics Institute (INE), tourist overnight stays in Spain have reached historic heights.
5.4. China: A Rising Power in Global Tourism
Domestic tourism exceeds inbound travel in post-COVID China. While arrivals are at 30% of pre-pandemic levels, in-country travel spending has already surpassed them.
Tourism & Travel Market Overview (2023): China
| Metric | Value | Source |
|---|---|---|
| International Arrivals | 82 million | Statista |
| Tourism Revenue | $672 billion | Statista |
| International Tourism Receipts | $53 billion | Statista |
| Tourism GDP | $1.3 trillion | Statista |
| Tourism GDP Share | 7.3% | Statista |
| Outbound Tourism Expenditure | $196.5 billion | UNWTO |
| CAGR (2024-2029) | 3.30% | Statista |
| Top Destination Cities | Beijing, Shanghai | |
| Most Visited Attractions | The Forbidden City |
Cultural heritage, modern urban experiences, and natural wonders compete for visitors’ attention in China. The country’s rigid visa policies and ongoing economic crisis are challenges. However, visa-free travel policies and an outlook for individual trip segments are improving the industry. According to Statista, about 4.89 billion domestic trips were made in 2023, generating $679 billion in tourism revenue.
5.5. Thailand: Southeast Asia’s Tourism Hub
Thailand is aiming for tourism gold, planning to hit a record 40 million arrivals and generate $53 billion in tourism revenue by 2025.
Tourism & Travel Market Overview (2023): Thailand
| Metric | Value | Source |
|---|---|---|
| International Arrivals | 28 million | Road Genius |
| Tourism Revenue | $35 billion | Thailand PRD |
| International Tourism Receipts | $29.7 billion | Road Genius |
| Tourism GDP | N/A | |
| Tourism GDP Share | N/A | |
| Outbound Tourism Expenditure | $11.6 billion | Visit Britain |
| CAGR (2024-2029) | 6.11% | Statista |
| Top Destination Cities | Bangkok, Chonburi | |
| Most Visited Attractions | Wat Pho |
Thailand’s assets include pristine beaches and islands, luxury resorts, and wellness tourism. Wellness tourism is a major contributor, and Thailand is a global leader in this niche. According to the Tourism Authority of Thailand, the country is one of the pioneers of digitalization in tourism, especially in marketing.
6. Key Drivers and Trends in Leading Tourism Markets
The 2024 Travel & Tourism Development Index highlights that countries prioritizing tourism, investing in infrastructure, and promoting their natural and cultural assets lead the tourism market.
6.1. Government Support and Strategic Policy
Government organizations are at the forefront of progress in countries where travel and tourism are the main contributors to the national GDP. For example, the US Department of Commerce creates a positive climate for growth by reducing institutional barriers, administering joint marketing efforts, and coordinating efforts across federal agencies. According to UN Tourism, accessible travel is another game-changer for destinations.
6.2. Infrastructure and Accessibility
Accessible travel entails infrastructure systems that allow tourists to travel safely and enjoy the journey. Destinations with modern airports and frequent international air traffic receive more visitors than countries without direct flights. Statistics show that four out of five leading tourism markets have an above-average infrastructure score. According to UN Tourism, digital transformation and technology-powered infrastructure of smart destinations are also important.
6.3. Branding and Cultural Appeal
Countries that recognize their cultural appeal have unique brands that defy competition. For example, American pop culture is one of the main cultural exports in the US, and is propagated by Los Angeles and New York City. France and Spain benefit from their food, art, heritage, and other cultural assets.
7. Technology and Innovation
Technology facilitates travel and enriches the travel experience. An increasing number of countries invest in digital tourism platforms based on AI, VR, AR, and blockchain technologies. According to Statista, travel apps’ global revenue has tripled over the last five years, exceeding $1.2 billion in 2023.
7.1. AR and VR Tours
Tourism boards use AI technology to build interactive AR and VR tours. For example, Notre Dame offers tourists a VR experience during its closure, and the Eiffel Tower lets visitors meet Gustave Eiffel through AR technology. According to Statista, approximately 60% of French tourism companies use chatbot solutions.
7.2. Generative AI Apps
A rising number of travelers use generative AI apps for travel inspiration and planning. In 2024, 41% of travelers in the US had interacted with such an app. Madrid has its own GPT AI, Visit Madrid GPT, that shares recommendations about routes, news, restaurants, and activities. According to Statista, 58% of adults in Spain use generative AI apps for itinerary planning.
7.3. Smart Destinations
Smart tourism is poised to bring more tourists and improve how they experience Spain. In the Canary Islands, agencies and travel service providers collect visitor data that helps them improve their offer through personalization and smart destination projects. According to SEGITTUR, Spain is creating a Smart Destinations platform to accelerate technology integration in cities.
7.4. Immersive Tourism
Despite being the second-largest AI market in the world, China is struggling to find its footing after stringent COVID-19 restrictions. China is experimenting with AR and VT tech to bring ancient architecture and nation-specific cultural heritage closer to foreign tourists.
7.5. Thailand’s Success
Creative uses of digital and AI technology propel Thailand’s market. Thai tourism thrives on smart marketing campaigns, collaboration with influencers, AI-powered apps, and tech startups. For example, the Tourism Authority of Thailand launched an AI-powered program called Mu Thua Thai Pai Kub AI to introduce spiritual tourism to Gen-Z travelers.
8. Sustainability and Responsible Tourism
France is Europe’s most sustainable tourism destination, according to the 2024 Global Destination Sustainability Index (GDS-Index). Among other successful sustainability initiatives in France, rural and slow tourism are particularly unique and interesting.
8.1. Sustainable Practices
Spain has been working on a more sustainable future since the early 2000s, with special support from the local government. 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.
9. 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?
9.1. Tourism Revenue per Capita
Analyzing both micro and macroeconomic metrics, such as tourism receipts per arrival and tourism revenue per capita, provides deeper insight into the contribution of regional markets to the global tourism industry.
| Tourism Market | Tourism Receipts per Arrival (2023) | Tourism Revenue per Capita (2023) |
|---|---|---|
| France | $712 | $1,044 |
| US | $2,845 | $564 |
| Spain | $1,080 | $2,358 |
| China | $646 | $37.56 |
| Thailand | $1,055 | $0.41 |
The US stands firm as the fastest-developing tourism region by tourist spending, capitalizing on luxury travel, business tourism, and longer stays. Spain and Thailand had a similar performance in 2023, indicating 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. France’s receipts per arrival are below the world average, indicating a focus on high-volume budget tourism. China’s market is characterized by a dominant domestic market and a focus on budget tourism.
The lowest receipts per arrival are in China, reflecting the prevalence of budget tourism. China’s poor accessibility and barriers to international tourism also play a role. According to Trip.com, the cost of accommodation in China is lower compared to Paris.
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.
9.2. Growth Trends and Market Diversification
In pursuit of unique experiences, tourists are booking 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.
Tourism Markets in France
| Tourism Sector | Description |
|---|---|
| Adventure Travel | France accounted for 4.8% of the global adventure tourism market in 2023, generating $17,306.3 million and growing at a CAGR of 16.8%. |
| Cultural Travel | Cultural tourism contributes between 35% and 45% of France’s total tourism revenue. |
| Ecotourism | France accounted for 3.9% of the global ecotourism market in 2023, generating $9,183 million and growing at a CAGR of 16.5%. |
| Medical Tourism | The French medical tourism market has 1.2 million visitors annually and is increasing at an 8.5% CAGR. |
| Educational Travel | In 2023-2024, 430,466 foreign students registered in the French higher education system, a 4.5% increase from the previous school year. |
| Luxury Travel | France accounted for 5.6% of the global luxury travel market and generated $74,895 million from culinary travel and shopping. |
| Sports Travel | Sports travel is one of the fastest-growing markets in France, with an estimated CAGR of 19.6% and a revenue of $22.617 million in 2023. |
| Business Travel | Before COVID-19, France was the third country in the world in terms of the number of association meetings. |
Tourism Markets in the US
| Tourism Sector | Description |
|---|---|
| Adventure Travel | The US adventure market is worth $59,504 million in 2024 and growing at a CAGR of 15.3%. |
| Cultural Travel | The US heritage tourism market generated $125,176 million in 2023 and continues to grow at a steady 3.8% CAGR. |
| Ecotourism | The sustainable tourism sector in the US was valued at $0.83 billion in 2023 and is projected to reach $2.89 billion by 2029. |
| Medical Tourism | The US medical tourism market was estimated at $7.75 billion and is expected to expand at a CAGR of 13.02% from 2024 to 2030. |
| Educational Travel | The educational tourism market in the United States is expected to hit $92,420 million in 2024, growing at a CAGR of 11.4%. |
| Luxury Travel | The US luxury tourism market was worth $370,11 billion in 2023 and will continue to grow at a CAGR of 8.1%. |
| Sports Travel | Sports travel is one of the fastest-developing markets in the US, with a CAGR of 18% and a current revenue of $85,868 million. |
| Business Travel | The US business travel market size reached $221.2 billion in 2023 and is expected to grow at a CAGR of 8.82%. |
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.
9.3. Technological Integration
In 2023, Spain and France were Europe’s most popular destinations for online booking, with digital travel platforms increasing conversions for hotels and online channels driving reservations.
All five 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.
AR and VR Tours: In France, tourism boards use AI technology to build interactive AR and VR tours, such as the VR experience at Notre Dame and the AR experience at the Eiffel Tower.
Generative AI Apps: In Spain, AI is used for itinerary planning, with destinations like Madrid offering AI-powered recommendations.
Smart Destinations: Spain has multiple destinations where smart tourism projects are in development or launched, such as Barcelona and Benidorm.
Immersive Tourism: China is experimenting with AR and VT tech to bring ancient architecture and nation-specific cultural heritage closer to foreign tourists.
Thailand’s Success: Thailand is using AI to customize its infrastructure and provide tourists with critical payment information, digital ticketing, and real-time safety updates.
10. 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.
10.1. 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 while promoting domestic travel and eco-friendly initiatives.
Other countries had a similar approach. The US enrolled a large-scale set of measures steered by the CARES Act, which helped revitalize domestic tourism. 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.
10.2. Forecasting Recovery and Long-Term Growth
Global tourism is projected to reach pre-pandemic levels by 2024. China and the US were expected to lead due to large domestic markets and technological adoption. The hopes were high for France, as well, which had steady growth for decades before COVID-19.
In the spring and summer of 2024, pent-up demand turned into overcrowding and overtourism in Southern Europe. Both France and Spain, as well as Portugal, Italy, and Greece, surpassed pre-pandemic levels.
In January 2024, the US Travel Association said that international tourism in the US was expected to reach 98% of 2019 levels. Thailand and China are eyeing a similar scenario for similar reasons: both countries are hoping to return to their pre-pandemic levels in 2025.
11. Conclusion: Key Takeaways for the B2B Tourism Sector
Countries with the biggest travel and tourism industries
