The global tourism industry has grown even stronger in 2024, according to new data revealed at the World Travel and Tourism Council (WTTC) Global Summit in Perth. International arrivals are up 16% compared to 2023, according to ForwardKeys, the WTTC’s travel intelligence partner. It’s a resurgence “largely fuelled by the Asia Pacific (APAC) region, which is finally hitting its stride after a delayed post-pandemic reopening,” ForwardKeys said.
The region’s year-on-year growth of 33% has occurred despite it still being behind its pre-pandemic figures, a lag that appears to promise further boom months to come due to remaining “pent-up demand for travel within APAC”. Moving through the last quarter of the year, the analysts note “double-digit growth in arrivals to China, Malaysia, Japan, Thailand and Indonesia fuelling a projected 19% overall increase. Meanwhile, Oceania sees a +10% upswing, with arrivals to New Zealand and Australia being key drivers.”
Australian connectivity gains
Australia has also seen extraordinary success, particularly with the US family segment which is up 43%, ForwardKeys say. The segment is significant, the researchers point out, since families “tend to spend more during their trips.” In addition, “continued growth from China, projected at +25% through the end of 2024, further strengthens this positive trajectory.”
Part of the success story is Australia’s expansion of air connectivity, with overall international airline capacity up by 8% for late 2024 — with “higher growth in capacity from regional hubs like Thailand, Japan, Hong Kong, Vietnam, China and Singapore.”
Unpicking seasonality
Australia and New Zealand’s tourism industries are characterised by “a distinct seasonal ebb and flow,” ForwardKeys say, with peaks at the end-of-year holidays but otherwise distinct dips between busy summer and slower winter months in the southern hemisphere. Contrasting this with Japan, which has “a more consistent flow of visitors throughout the year”, the researchers suggest that the challenge of spreading arrivals more evenly over the seasons could represent further opportunities for growth.
“Effective data-driven strategies are crucial for mitigating the negative impacts of seasonal fluctuations, such as overcrowding during peak periods and underutilised resources during the off-season. By diversifying source markets and promoting year-round attractions, destinations can ensure long-term, sustainable growth,” explained Oliver Ponti, ForwardKeys Director of Intelligence and Global Marketing.
Speaking at the global tourism body’s 24th Global Summit in Perth, Western Australia, WTTC President & CEO Julia Simpson said: “The region has an unparalleled opportunity to grow its Travel & Tourism sector in a way that not only drives economic growth but sets the standard for sustainability. This year, we expect Travel & Tourism’s contribution to the region’s economy to reach USD $3.22TN. By the end of this year, we also predict that almost 191MN people across the region will work in Travel & Tourism.”
