Skift Take
Global tourism is bouncing back big in 2024, but staying ahead means thinking smart and staying agile. In Asia-Pacific, that means handling the surge in visitors while keeping it sustainable, nailing targeted marketing, and leveling out those seasonal travel waves.
The global tourism industry is bouncing back in 2024. International arrivals increased 16% between January and August, compared to 2023, according to travel intelligence firm ForwardKeys. The company's insights, presented at the World Travel and Tourism Council's (WTTC) Global Summit in Perth, highlighted the pivotal role of the Asia-Pacific region in driving this resurgence.
Despite ongoing challenges, pent-up demand is leading to rapid growth across several key markets.
Travel is surging globally, however, Asia-Pacific (APAC) has emerged as a key engine of growth. The region's recovery was slower compared to other parts of the world, largely due to delayed reopening after the pandemic. But the catch-up phase is in full swing.
In 2024, APAC is experiencing double-digit growth, with international arrivals projected to rise by 19% overall. China, Japan, Malaysia, Thailand, and Indonesia are leading the charge, each showing significant year-on-year