A survey of world tourism in 2024: top-earning, most popular and fastest-growing countries

The tourism industry is still considered the backbone of the economy of many countries and supports millions of jobs around the world. An industry whose economic capacities are only one of the reasons for its importance to leading and forward-looking countries. This industry today is for many countries one of the most important instruments of cultural diplomacy, strengthening the national brand and creating global influence and impact. But the most tangible indicator of this industry is its share of the global economy. In 2024, the share of tourism and travel in global gross domestic product (GDP) reached 10.9 trillion dollars, which includes the direct, indirect and induced impacts of this sector. This figure is equivalent to 10% of the global economy. In this year the number of international tourists, with 12.4 percent growth relative to last year, reached 1 billion and 470 million people.

The global situation of the tourism industry

Also in 2024, the tourism industry altogether supported 357 million jobs, which includes approximately 1 out of every 10 of the world's employed. Domestic visitor spending reached 5.3 trillion dollars, which relative to 2023 had 5.4% growth, and at the same time, international tourist spending, with 11.6% annual growth, reached 1.9 trillion dollars. In this way one can claim that in 2024 the tourism industry had 7.2 trillion dollars in revenue. (This figure is less than this industry's share of the global economy; as was said at the beginning of the text, tourism's share of global GDP has been announced by the World Travel and Tourism Council as 10.9 trillion dollars, but it must be recalled that in this figure the indirect and induced effects on other sectors have also been calculated.)

In the remainder of this text we examine four categories of tourism destinations. The first category includes destinations that have the most revenue from the tourism industry and, in other words, are considered the largest economies of this industry. The second category is countries that have had the highest number of visitors and travelers and in this way are counted as the most popular tourist destinations. The third category, like the second category, includes the most popular tourist destinations but this time at the scale of the city and not the country. The fourth category also addresses countries that have had the highest amount of growth in this industry.

The highest-earning countries from the tourism industry

According to 2024 statistics, the United States of America, with 2.36 trillion dollars in revenue, is the world's largest tourism economy. Iconic cities, national parks, commercial centers and cultural attractions have made the United States the global leader in tourism's share of gross domestic product. In 2024 more than 72 million international tourists entered the United States; nearly 5 percent of the total global volume of international tourist arrivals.

China, with 1.3 trillion dollars in revenue, stands in second place, and with ongoing investments it is expected in the next decade to overtake the United States and reach first place. The growth of middle-class income and the government's focus on tourism development remain the engine of this ascent. This trend is supported by the implementation of several key policies, including easing visa restrictions and introducing new tax-refund shopping policies.

Germany, with 487.6 billion dollars, is Europe's largest tourism economy, and in 2024 cities such as Berlin, Munich and Frankfurt attracted 37.5 million tourists.

Japan with 297 billion dollars in revenue, the United Kingdom with 295.2 billion dollars, France with 264.7 billion dollars, Mexico with 261.6 billion dollars, India with 231.6 billion dollars, Italy with 231.3 billion dollars and Spain with 227.9 billion dollars stand in the next ranks. These countries, with cultural, historical and natural attractions, have developed their domestic and foreign tourism markets.

 

The most-visited tourism countries of 2024

1. France: 102 million visitors

France still stands at the top of world tourism and in 2024, by attracting 102 million visitors, set a new record. Paris, as the "City of Light," is the main hub of tourists with the Louvre Museum, the Eiffel Tower and the Palace of Versailles. Alongside it, the Provence region, the Riviera, the Alps and hundreds of historic castles have diversified France's tourism. Although the average spending of each tourist is relatively lower than in some countries, the high volume of trips has kept this country's tourism economy strong.

2. Spain: 93.8 million visitors

Spain is the world's second most popular destination and with 93.8 million tourists in 2024 had a 10.1 percent jump relative to the previous year. Barcelona and Madrid, with a mix of art, football and nightlife, have high appeal. Mediterranean beaches, local festivals such as flamenco and bullfighting, and the historical heritage of Andalusia are also among the main factors attracting tourists. Spain also performs well in terms of length of stay and tourists' average spending, which has caused tourism to become an important pillar for this country's economy.

3. The United States: 72.4 million visitors

The United States, with 72.4 million international tourists, stands in third place. America has a unique combination of iconic cities such as New York and Los Angeles, entertainment centers such as Las Vegas, and extensive national parks. Mature infrastructure, an advanced transportation system and cultural diversity have caused America not only to be a tourism destination but also a major hub for business and educational travel. Although travel costs in America are high, this same point has created enormous revenue generation for this country and has made it the foremost economic power in tourism.

4. Turkey: 60.6 million visitors

Turkey in 2024, with 60.6 million visitors and 10.5 percent growth, solidified fourth place. Istanbul, with a mix of Ottoman culture and modernity, is the main gateway for tourists' entry. Mediterranean and Aegean coasts, Cappadocia with unique landscapes and historical heritage such as Hagia Sophia and Ephesus play an important role in attracting tourists. Travel costs in Turkey are lower than in Europe, which has increased demand, especially from Asian and European tourists. Turkey in 2025 is considered the second top Muslim-country destination for Muslim travel in 2025.

5. Italy: 57.8 million visitors

Italy, with 57.8 million tourists, was the fifth global destination in 2024. Rome with the ancient works of Rome, the Vatican and the Colosseum, alongside Venice with its legendary canals and Florence with Renaissance heritage, form the main core of Italy's tourism. Coastal cities and Mediterranean beaches also attract numerous tourists. Although this year's growth was only 1.4 percent, Italy's position as the cradle of history, art and food is always stable and supplies a large share of Europe's tourism revenue.

6. Mexico: 45 million visitors

Mexico, with 45 million tourists in 2024 and 6.6 percent growth, is Latin America's most important destination. Caribbean and Cancun beaches, Mayan ancient works at Chichen Itza and Teotihuacan, and a rich food culture are among the main factors attracting tourists. Mexico has been able, with a diversity of tourism products, from cultural and archaeological tourism to beach and adventure tourism, to obtain a stable position. Despite some security challenges, sustainable growth and government support have drawn a bright future for this country's tourism industry.

7. Germany: 37.5 million visitors

Germany in 2024 hosted 37.5 million tourists and recorded 7.8 percent growth. Cities such as Berlin with modern political and cultural history, Munich with the Oktoberfest festival and Frankfurt as Europe's financial hub have the greatest appeal. The Black Forest, medieval castles and the Rhine River also attract nature-loving tourists. Germany is also, because of its central location in Europe and advanced rail and air infrastructure, a popular destination for business travel and international conferences.

8. Japan: 36.9 million visitors

Japan, with a striking 47 percent growth in 2024 and 36.9 million tourists, was one of the wonders of world tourism. The full reopening of borders after COVID-19 and the increase in international flights helped this leap. Tokyo and Kyoto, with a mix of advanced technology and ancient traditions, are the main tourism destinations. Cherry blossoms, anime culture, and global events have also increased Japan's popularity. This country showed that it can in a short interval become one of Asia's major tourism powers.

9. Greece 36 million visitors

Greece, with 36 million visitors and 10.1 percent growth in 2024, obtained ninth place. Athens with the Acropolis and ancient temples, alongside the beautiful islands of Santorini, Crete and Mykonos, are the main reason for this success. Greece, with a mix of history, culture and Mediterranean nature, has been able to strengthen its global popularity. Increased demand for beach and cultural tourism and the government's supportive policies caused Greece to become one of the most successful post-COVID players in Europe's tourism industry.

10. Thailand 35.5 million visitors

Thailand, with 35.5 million visitors, placed in tenth rank. Bangkok, as one of the world's busiest cities for tourists, is the heart of Thailand's tourism. The beaches of Phuket, Koh Samui and Pattaya, Buddhist temples and street markets offer a combined experience of culture and nature. Despite intense competition in Asia, Thailand has been able, with lower costs and warm hospitality, to maintain its position. This country's tourism industry forms a large share of the national economy and is its main driver of development.

Why the most-visited tourist countries are not necessarily the highest-earning from this industry?

The most-visited tourist countries are not necessarily the highest-earning, because the number of tourists is not always the same as the amount of spending that each tourist undertakes. For example, France and Spain attract the highest number of tourists each year, but a large share of these trips are short-term and low-cost, such as trips by European tourists who come from neighboring countries. In contrast, countries such as the United States or China may have a smaller number of foreign tourists, but each person on average pays more; because of a longer stay, the high price of services or luxury purchases.

Another point is that the statistics related to the "most-visited" are mostly based on international tourists, whereas the real revenue of tourism also includes domestic tourism. America and China have hundreds of millions of domestic trips whose turnover places them far higher than European countries.

In addition, the type of destination and infrastructure also matters: luxury and expensive destinations such as America, Australia or the UAE obtain more revenue from each tourist, whereas countries such as Turkey or Thailand, despite a high number of travelers, have lower per-capita revenue. Another factor that must be considered is length of stay. The more time the tourist remains in the destination country, the more costs they will have. For this reason tourists who travel to the United States or Australia usually stay longer, but travel to small European countries often lasts only a few days.

The most popular tourism cities of 2024

London is still the world's most-visited city, while Bangkok with 30% growth and Tokyo with 36% growth became serious rivals. The capital of France, too, although it is the capital of the world's most popular tourist country, sits here in the rank of the fourth most popular most-visited city in the world. Alicante and Budapest, with 22% growth relative to 2023, came into the spotlight, and lively cities such as Miami, Athens and Los Angeles also attracted tourists' attention.

In the Asia-Pacific region, Beijing and Guangzhou stood out as top destinations of the post-COVID return of tourism. Striking annual growth in Nha Trang (80%+), Shanghai (77%+) and Hong Kong (44%+) shows the appeal of this region. Shanghai, with 63% growth, led in global business travel, and Kuala Lumpur, Bangkok and Tokyo were also important business destinations.

 

Countries with the most growth in the tourism industry in 2024

Today's world is a world of decentralization and plurality. That is, many industries and especially cultural industries are no longer exclusive to developed countries; rather, countries of the Global South, developing Asian countries and Latin America also have things to say in these industries. The global scene of the tourism industry market is undergoing important changes and transformations. Today global tourists go to countries that until just a few years ago were considered "dangerous," while the popularity of a country like Ireland has fallen sharply. These are part of the interesting findings of an analytical report that the media outlet Telegraph Travel has published on the basis of statistics from the United Nations World Tourism Organization (UNWTO), and we quote parts of it below.

The craze for travel to Qatar!

When a country can turn a piece of the dry Middle Eastern desert, a place where for half the year the heat is unbearable, into a thriving travel destination, it means everything is possible. Qatar in 2024 hosted about 5.1 million tourists; a figure higher than countries such as Norway, Malta, Mauritius and Jamaica. This country's museums, hotels and luxury restaurants have caused many travelers to ignore the heat of the air and questions related to the human-rights situation. This figure relative to 2019 shows a 138 percent increase and has made Qatar the world's fastest-growing tourism destination. Of course this trend is not limited to Qatar alone. Bahrain in this same interval has had 72 percent growth and Saudi Arabia 69.6 percent.

Albania, from the margins to the center

Until just a few years ago a summer trip to Albania seemed a strange and unconventional decision; a choice that lowered the travel budget but would surely also provoke a few astonished looks. Now, however, the situation has changed. Prime Minister Edi Rama, with a thirst to attract foreign tourists and with help from the flashy advertising of influencers who compare Albania's beaches with the Maldives, has turned this Balkan country into a main destination. In 2024 about 11.3 million international tourists entered Albania; an 84.3 percent increase relative to 2019. The government's official goal is to reach 20 million tourists by 2030, a figure that places Albania on a par with Croatia. Large tourism projects are unveiled one after another; including a 1.4 billion dollar investment by the son-in-law and daughter of the current president of the United States to build a luxury hotel on Sazan Island. Of course there are also opponents who are concerned about environmental destruction and the pressure arising from overtourism.

Cheers to El Salvador!

Ten years ago, El Salvador bore the title of the world's most dangerous country with a murder rate of 106.3 per hundred thousand people. Today, however, with the strict and at the same time effective policies of Nayib Bukele, the cryptocurrency-enthusiast president, this rate has reached 1.9 per hundred thousand people; a number that is only slightly higher than Britain's. The result is clear: the streets have become safer and tourists have flocked to this small Central American country. In 2024 alone more than 3.2 million foreign tourists entered El Salvador, of whom 1.2 million people had come from America; that is an 80 percent increase relative to 2019. In this period only two countries have recorded greater growth.

Colombia, a new destination for hipsters

Colombia too, which two decades ago because of drug wars and armed rebellions was among forbidden travel zones, has now become a popular destination for young and adventurous tourists. In 2024 nearly 6.6 million foreign tourists traveled to this country; a striking leap relative to 4.2 million people in 2019, that is 58 percent growth.

A Saudi Arabia that was not content with Hajj

Saudi Arabia too, in the interval of the years 2019 to 2024, has had a striking leap in tourism. The number of inbound tourists from about 17.5 million people in 2019 reached more than 29.7 million people in 2024; that is 69.6 percent growth. This growth can be seen as the direct result of this country's not being content with the guaranteed and permanent capacity of Umrah and Hajj and of economic diversification policies within the framework of this country's Vision 2030. Policies that have been accompanied by heavy investment in tourism infrastructure, the holding of international cultural and sports events, and the easing of visa issuance. In this way, Saudi Arabia has become not only the most important pilgrimage destination for Muslims but also one of the world's rapidly growing leisure and cultural destinations.

The importance of security and infrastructure in the prosperity of tourism

Tourism security and related infrastructure, including transportation safety, travel insurance, road and flight management, rapid visa issuance and urban services, play a vital role in attracting tourists. Countries that act with appropriate management and investment in these fields, in addition to attracting tourists, will have economic growth, social development, employment and stable tax revenues.

Where does Iran stand in the tourism industry?

Iran, despite an ancient history, rich art, fine and diverse handicrafts and hospitable people, is not considered a popular and well-known tourism destination at the world level. Perhaps it would be an excessive expectation to want to count Iran alongside the large tourism economies in the list of the 10 highest-earning or most popular countries of this industry; but Iran could have been, like Saudi Arabia and Colombia, among the countries that are rapidly growing in the tourism industry. But according to the Telegraph media list, Iran is not even among the 30 top countries in terms of speed of growth in the tourism industry. Namafar invites you to read the comprehensive report on Iran's tourism industry in 2023.

Final word

Tourism, as the world's largest services industry, is considered a significant source of foreign-exchange revenue and countries' economic growth. America, European countries and the two poles of West Asia in this industry, namely Turkey and the UAE, are examples of successful tourism management. With correct planning, investment in infrastructure, tourism security and global marketing, Iran too can upgrade its position among the highest-earning tourism countries and exploit the capacity of its historical and cultural attractions.