International tourism is finally making a comeback. This year, the number of overseas trips is expected to surpass pre-pandemic 2019 levels. According to the World Travel & Tourism Council (WTTC), traveler spending is also projected to exceed 2019 levels. Cruising is once again on the rise. However, the epicenter of tourism in 2024 is shifting eastward.
Asia's recovery from the COVID-19 pandemic has been slower than the West's. Strict quarantine measures from China to Malaysia lasted longer than in Europe or America, hindering the flow of tourists. Now, business on the continent is picking up again. According to the WTTC, the number of tourists to Asian countries could grow by a third this year compared to 2023. For comparison: the Middle East expects a 20% increase in tourist flow, Africa - 17%, North America - 15%, Europe - 12%, Latin America and the Caribbean - 10%.
Vietnam and Thailand are the most popular destinations in Asia, with tours to Seoul (South Korea) and Osaka (Japan) also in high demand.
The range of destinations and activities has expanded significantly. For example, wealthy tourists are actively purchasing cruises through Singapore and Malaysia. As of June, over 500,000 hotel rooms were under construction in Asia, 4% more than last year. Getting to Asia is also becoming easier as local and Western airlines increase the number of flights to and from the continent.
However, the biggest boost to Asian tourism comes from domestic travelers within the region. Chinese consumers have resumed traveling abroad, and according to Oxford Economics, the number of international trips this year is expected to double compared to 2023. The main destinations for Chinese tourists are East and Southeast Asia.
On the other hand, China itself is regaining its status as a popular destination for tourists from Southeast Asia, attracted by new visa-free entry programs and easier access to mainland China's cashless payment systems.
Thanks to rising disposable incomes, Indian consumers are also traveling abroad more frequently. They spent about $20 billion on overseas trips in March of this year, three times more than five years ago. Many also prefer to travel closer to home, not least due to more lenient visa restrictions in the region. As Indian incomes grow, Indian tourists will only spend more.
The WTTC believes that by the end of the decade, only Americans and Chinese will spend more on overseas trips than Indians. The tourism boom in Asia is just beginning.
