News
08
www.asianhospitality.com
December/January 2025 | Issue 232
nternational tourism recently reached
98 percent of 2019 pre-pandemic levels
with approximately 1.1 billion tourists
traveling internationally in the first nine
months of 2024, according to the United
Nations tourism agency. The Americas
recovered 97 percent of pre-pandemic
arrivals, down 3 percent from 2019.
In its “World Tourism Barometer” report,
the Madrid-based UN Tourism forecast a
"full recovery" by year-end despite economic,
geopolitical and climate challenges.
International tourist arrivals grew
due to strong post-pandemic demand in
Europe, solid performance from major
source markets and the ongoing recovery
of destinations in Asia Pacific, the agency
said. Tourist arrivals in the Middle East,
Europe and Africa exceeded 2019 levels,
with increases of 29 percent, 1 percent and
6 percent, respectively.
By September, international tourist
arrivals in the Americas reached 97 percent
of 2019 levels, the agency found. The Asia-
Pacific region reached 85 percent of 2019
levels, an increase from 66 percent in 2023.
Growth in international arrivals has been
accompanied by a rise in tourism revenue in
the first three quarters of 2024. In the first
eight to nine months of 2024, 35 of 43 countries
with available data on receipts surpassed pre-
pandemic levels, many reporting double-digit
growth compared to 2019.
The U.S., the world’s top tourism
earner, reported 7 percent growth through
September, UN Tourism said.
Spain, the world’s second-largest tourist
destination, saw a 36 percent rise. Other
strong performers in Europe include the
UK, with a 43 percent growth in earnings,
France with 27 percent, and Italy with 26
percent.
“The strong growth seen in tourism
receipts is excellent news for economies
around the world,” said Zurab
Pololikashvili, UN tourism secretary-
general. “The fact that visitor spending is
growing even more strongly than arrivals
has a direct impact on millions of jobs
and small businesses and contributes
decisively to the balance of payments and
tax revenues of many economies.”
International tourist arrivals are
expected to reach 2019 levels in 2024, while
international tourism receipts nearly
reached pre-pandemic levels in 2023,
the report said. While many destinations
exceeded pre-pandemic arrival numbers
in 2023 or have done so in 2024, there is still
room for recovery in several subregions
and destinations.
Despite strong overall results, the
tourism sector faces ongoing economic,
geopolitical and climate challenges, the
agency said. Inflation in travel, including
high transport and accommodation
prices, as well as volatile oil prices, remain
key issues. Ongoing conflicts and global
tensions continue to affect consumer
confidence, while extreme weather events
and staff shortages also pose significant
challenges to tourism performance.
Report: Global tourism on track for
full year-end recovery
UN agency forecasts a ‘full recovery’ by year-end despite economic,
geopolitical and climate challenges
.S. hotel bookings for Dec. 21 to
25 were up 22 percent from last
year, according to SiteMinder, a
hotel distribution and revenue platform.
The growth is driven by international
bookings, which now account for 32
percent of total bookings, up from 28
percent during the same period in 2023, a
more than 15 percent annual increase.
The top five markets driving this
growth are Canada, Germany, the
UK, France and Italy, SiteMinder data
showed.
“It’s pleasing to see that U.S. hotels
will be enjoying their share of Christmas
cheer this year," said Trent Innes,
SiteMinder’s chief growth officer.
"Increased bookings, driven by the strong
return of international travel and continued
confidence among domestic travelers, are
also leading to longer stays and extended lead
times. These positive trends present both an
opportunity and a call to action for American
hoteliers to provide tailored, seamless
experiences this festive season, maximizing
revenue while fostering loyalty and positive
reviews.”
SiteMinder is led by Sankar Narayan
as CEO.
Hotel bookings are rising alongside
year-on-year increases in length of stay
and booking lead time during Christmas
week, the report said. The average stay at
U.S. hotels is set to grow 5 percent, from
2.51 to 2.63 days, while booking lead time
will increase over 4.5 percent, from 77.08 to
80.62 days.
SiteMinder’s “Changing Traveller
Report 2025” found that 65 percent of
travelers globally are now more likely to
travel for an event, with family reunions
and celebrations topping the list.
While 46 percent plan to book a standard
room, the majority will splurge on extras,
with 87 percent willing to spend on options
such as breakfast, chosen by 47 percent; room
size, preferred by 30 percent; and views, selected
by 28 percent. Four in five also intend to seek
experiences onsite at their accommodation.
SiteMinder: International travelers boost U.S. Christmas bookings
The top five markets driving this growth are Canada, Germany, the UK, France and Italy
U.S. hotel bookings for Dec. 21-25 are up 22 percent from last
year, driven by international bookings, which now account for 32
percent of total bookings, up from 28 percent in 2023—a more
than 15 percent increase, according to SiteMinder.