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WTMGlobalTravelReport
InassociationwithTourismEconomics
6-8November2023
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
Contents
01.Foreword05
02.ExecutiveSummary
07
03.Global&RegionalSummary:202311
04.CountrySummary:202317
05.DriversofDemand29
06.2024Outlook35
07.Risks&Opportunities47
08.2033Outlook55
09.EvolvingLeisureTravelPreferences63
3
01.
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
01.Foreword
INTRODUCINGWTMGLOBALTRAVELREPORT
WorldTravelMarketbringstogetherthegloballeisuretravelcommunity;
providinginspiration,education,andsourcingfortravelprofessionalsseekingtobuilduniqueandcompetitiveworld-classtravelexperiences.
WTM’sgoalistoguidetheindustrythroughchange,ensuringthe
communityisequippedwithinformationtoensurenoopportunityismissed.CommissioningtheWTMGlobalTravelReportsupportsourcommitmenttoprovidingattendeestoWorldTravelMarketwiththelatesttrendsshapingthetravellandscape.
Usinganexpansivedata-bankcoveringmorethan185countriesworldwideasdestinationsandasoriginmarkets,coveringallmajorbilateraltourismflowsintermsofvisits,nightsandspend,aswellasuniqueindustryinsights,thereportgivesacomprehensiveoutlookontourism.
JulietteLosardo
ExhibitionDirector
WorldTravelMarketLondon
“TheWTMGlobalTravelReportgivesa
voicetothechangingneedsoftravellers
anduncoversbehavioursandnewtrends
for2024andbeyond”
INTRODUCINGTOURISMECONOMICS
TourismEconomicsisanOxfordEconomicscompanywithasingular
objective:combineanunderstandingofthetravelsectorwithproven
economictoolstoanswerthemostimportantquestionsfacingtheindustry.
TourismEconomicsisproudtopartnerwithWorldTravelMarkettoproducethiscomprehensiveoverviewoftravelandtourism.Consumerscontinuetodemonstrateseeminglyinsatiabledemandfortraveldespiteacomplexanddynamicbackdrop,includingeconomicandsocialchallenges.Byexaminingthepastandlookingtothefuturewecanbetterunderstandtoday’s
opportunities.Wehopethisreportsparksnewmeaningsandempowerstourismorganisationstomakebiggerandbetterdecisions.
DaveGoodger
ManagingDirectorEMEA
TourismEconomics
5
02.
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
02.ExecutiveSummary
Leisuredemandleadingglobalrebound
Globaltravelhasrebounded
stronglyinthefaceofmountingeconomicpressures,includinginflation,higherinterestrates,andsqueezedhousehold
budgets.Despitethese
headwinds,thenumberof
internationaltripsin2023shouldexceed1.26billion,equivalent
to86%ofdemandin2019.Thiswouldsurpasshistoricaldemandvolumesinallbutthreeyears
priortothepandemic(2017-19).
Theleisuretravelrecoveryhasbeenstrongerthanforbusinessorothertravelandcurrently
accountsforaround60%ofalltourismtrips.Thenumberof
leisuretripstakenin2023will
bejust10%lowerthanduring
thepriorpeakin2019,andthe
recoveryisevidentinmost
regionsworldwide,withthe
exceptionofAsia-Pacific.LeisuretraveltotheMiddleEaststandsoutforitspositiveperformance,aidedbysomelargeevents,withleisurearrivalsanticipatedtobe13%higherin2023thanin2019.
Travelspendingbyinbound
visitorswillexceedpre-pandemiclevelsinmostglobalregionsin
2023asaveragespendingper
triphasalsorisen,partlyduetohigherprices,butalsoprovidinglargeeconomicbenefits.The
exceptionsaremostlyinAsia-
Pacificwheremanydestinationswereslowertore-openafter
prolongedCOVID-19restrictions,
butthesearenowalso
recoveringstrongly.
Internationaltravelactivityisstilllaggingdomesticdemandwhichhassurpassedpriorpeaklevelsinallglobalregionsintermsof
nominalspendingin2023.Thisisparticularlynotableforthe
MiddleEast(+176%)andtheAmericas(+31%),butsomerebalancingisnowevident.
1.26billion
numberof
international
tripsin
2023
Travelisbeingprioritised
Encouraginglyforthenear-term
outlook,travelisbeingprioritised
withinconsumerspending.The
shareofconsumerspendontravelhastypicallyfallenduringprior
economicdownturnsorperiods
ofuncertaintywithagreater
prioritisationofmoreessential
spending.However,atpresent,weareseeingsavingonotheritemsofdiscretionaryspendingasthetravelshareofwallethasregained2019levelsamongadvancedeconomies.Withindevelopingmarkets,there
isevidencethatthetravelshareofspendingisresumingtheupwardtrendthatcharacterisedthepre-pandemicperiod.
Increasedspendingontravelis
partlymotivatedbysomerising
costs,drivenbyacombinationof
widerinflationarypressuresand
supplysidefactors.Forexample,
airfareshaveincreaseddueto
higherjetfuelprices,debtfinancingrequirements,andstaffingcosts.
Theseincreasingcostscombinedwithpotentialdownwardshiftsinconsumeroutlookposeathreattotheindustry,butthereare
currentlynoclearsignsthatcostsareadeterrenttotripvolumes.
Evenamonglowerincome
households,travelvolumesmay
notbesignificantlyimpacted.A
recentpollamongUSconsumersbyMMGYhighlightedhighoverallpropensitiestotravelinthenextsixmonths,althoughonly40%inthelowestincomeexpectedtotravel.However,somelowercosttravel
optionsarebeingsought.
7
Shiftingdemographics,
incomegrowthand
evolvingpreferenceswill
reshapepatternswithin
growingdemand
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
Continuedgrowthinto2024
Rebalancingoftravelto
internationaldestinations
shouldcontinueoverthecomingyear,includinggreaterdiversityinchoiceswhichcouldspark
newopportunitiesforglobal
destinations.Thepaceofgrowthwillslowrelativeto2023as
leisuretravelvolumesconvergewiththeirpre-pandemiclevelsandpent-updemandhaslargelybeenrealised.
Mostdestinationsareexpectedtoachieveincreasedinboundtourismexpenditurein2024
comparedwith2019innominalterms.ManyofEurope’s
largestinboundmarketsare
expectedtoseesignificant
growthinspendcomparedto2019,withSpain,France,and
Turkeyleadingtheway.Thesethreemajormarketsareset
toaccountfor30%ofthe
incrementalglobaltravelspendbetween2019and2024.
However,internationalleisurespendinginAsia-Pacificisstillsettolagpre-pandemiclevelsduetothelaterre-openingofmajormarketsandprotracted
recoveryincapacityand
sentiment.KeyinboundmarketsintheregionsuchasChina,
ThailandandJapanareexpectedtorecordsub-2019levelsof
spend.However,evenifChinaislagging2019valuesofspending,itshouldstillleapfrogtheUStoregaintopspotasthelargest
countryintermsofinternationalleisuretravelspending.
Oldfavouritesandnewhotspots
Leisuretravelgrowthvaries
considerablyacrosscountriesinfluencedbythesourcemarketmixandtravellerpreference
aswellasdestinationspecific
factorsincludinginfrastructure,policy,andrelative
attractivenessforkeyactivities.
Manyestablisheddestinations,suchasSpain,Franceand
Turkey,areperformingwell,andareexpectedtocontinuetoseesignificantgrowthininbound
spendinthenearterm.Therankingoftopdestinationsineachregionissettoremainlargelyunchangedfrompre-pandemicnorms.
However,other,historically
smaller,marketsarebenefittingfromsignificantgrowthfollowingthereopeningoftourism.TheseincludeAlbania,Croatia,andtheMaldiveswitheachexpected
toreceivemorethan50%
growthrelativeto2019levelsby2024.Thesedestinationsare
allbenefittingfromincreased
connectivitytokeysourcemarketsandprioritisationofthesector.
2030andbeyond
Overthelongerrun,there
areclearopportunitiesfor
destinationstotakeadvantageofrisinghouseholdincomes
inemergingmarketsand
associatedincreasesintraveldemand.Theproportionof
Chinesehouseholdsableto
affordinternationaltravelis
settoroughlydoubleoverthenexttenyears,whilesignificantincreasesarealsoexpectedinothermajormarketssuchas
IndiaandIndonesia.
ThisgrowthindemandfromemergingAsianmarketswill
benefitdestinationswithin
theregionandbeyond.
ThailandandJapanaresettoexperienceespeciallystronggrowthfromthegrowing
demandfromChinesemiddle-classconsumers,helpedby
proximityandconnectivity.
Chinaisalsoexpectedtogrowasadestinationaswellasa
sourcemarketwithincreasedlinkagessupportingtravelin
alldirections.By2033Chinaisexpectedtomorethandoubleitsinboundtourismspend
comparedwith2024.
Elsewhere,countriessuchas
SaudiArabia,Egypt,andSouthAfricashouldalsocomfortablydoubletheamountofinbound
tourismspend,ascontinued
investmentanddestination
developmentwillallowthem
toaccommodateanincreasedshareofgrowingglobaldemand.Lowerratesofgrowthare
expectedintheAmericasandEuropewhichisreflectiveof
mature,butstrong,underlyingdemand.
Therearenotableriskstothegrowthoutlook,aswellasclearopportunitiesfordestinationstocontinuetogainmarket
share.Shiftingdemographicscouldshapetravelpatternsasanagingprofileinmany
economieswillinfluence
theindustry.By2050,the
proportionofthepopulationaged65oroverwillbenearlydoublethecurrentlevel,
withprofoundimplicationsforactivityanddestinationpreferences.
Increasingdemandformore
sustainabletravelwillalso
reshapethelandscape.This
couldincludeanincreasedtrendofslowtravelasconsumers
potentiallyundertakelongerbutfewertrips.Climatechangemayalsohaveamoredirectinfluenceontravelasweatherdisplaces
demand,potentiallyleadingtoshiftsinseasonality.
However,throughtechnologicaladvancementsandinnovative
managementplans,leisure
tourismcancontinuetothrive
andprovideforeconomies,
communities,andtravellersalike.
8
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
Leisuretravelspending
isbeingpriortisedwithin
discretionaryspending
9
03.
0
2010
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
03.Global&Regional
Summary:2023
Consumers
prioritised
travelin
2023
despite
mounting
costs
Inthedecadepriortothe
Leisuretourismrecovery
In2023,theglobaltravel
andtourismindustryhas
demonstratedresiliencewith
pent-updemandandexcess
savingsfromtheCOVID-19
pandemicperiodsupportingthesector.Thisisdespiteeconomicchallengesand,inparticular,
thesqueezingofpersonal
disposableincomesinmostmajoreconomies.Thishasbeendrivenbyhighinflationandtheimpactofhigherinterestratesonborrowing.Consumersentimentisdeclininginmanyadvancedeconomiesandyet,manyconsumerscontinuetoprioritisetravel.
pandemic,globalinternationaltrips
grewfromunder1billionin2010to
nearly1.5billionin2019.However,
in2020,thenumberoftripsfell
tojustover400millionduetothe
COVID-19pandemic.Animpressive
recoverymeansthatglobaltripsin
2023arebackover1.2billion.
Leisuretripshaverecovered
morestronglythanbusiness
trips,althoughthelatterisona
recoverypathway.Leisuretrips
nowcomprise60%ofallglobal
internationaltripsandtherecovery
inleisurehascontinueddespite
increasedfinancialpressureson
households.
GlobalInboundTrips
1,600
1,400
1,200
1,000
800
600
400
200
201220142016201820202022
Note:Chartshowsmillionsoftripsperannum
Source:TourismEconomics
Leisuretrips
Totaltrips
11
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
Thereisconsiderablevariationgloballyintherecoveryof
leisuretraveldemand.In2023,theMiddleEastisinpositive
territory(expectedtobeup13%comparedto2019),whileAsia-Pacificisexpectedtobe30%
lowerthanthenumberofleisurearrivalsin2019.Nevertheless,
overall,theindustryhas
undergoneremarkablerecovery.
InboundLeisureArrivalsBy
Region:(2023vs.2019)
PercentageChange
Region
2019
2023
-4%
-3%
-30%
123
440
213
117
428
149
Americas
Europe
Asia-Paci?c
However,travelinthepost-
pandemicworldislikelyto
evolvedifferentlycomparedtothepast.Higherairfaresandagreaterfocusonsustainabilitymayshifttraditionaltravel
patterns.Whiletheluxurytravelsectorhasbeenboomingin
MiddleEast
Africa
29
49
33+13%
43-13%
Note:Tableshowsmillionsoftrips
Source:TourismEconomics
theimmediatepost-pandemicperiod,therecouldbesome
increasedpolarisationintravelmarkets.Consumersunaffectedbyeconomicdownturnsare
likelytocontinueoptingfor
luxurydestinations.
Meanwhile,thoseinlowerincomegroupsmightincreasinglyfeel
theimpactofsqueezedpersonalincomesandseekoutmore
budgettraveloptionsorreducetheirtravelsoverall.
However,onefactorwhich
willcontinuetosupport
theindustryisthefactthat
manylabourmarketsremain
unusuallytight.Althoughthis
continuestocreaterecruitmentandretentiondifficulties,it
alsomeansthattravelremainsaffordableforallbutavery
smallminorityofhouseholdsintheadvancedeconomies.
13%
growthinMiddleEast
leisurearrivalswhile
Asia-Pacificlagsglobal
recovery
Source:TourismEconomics
12
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
Intermsofinboundleisure
trips,thetwolargestdestinationcountriesin2023areFrance
andSpain–bothwithover70millionleisurevisits.ThosetwocountriesarefollowedbyTurkeyandtheUnitedStates–each
withover40millionvisits.
Top10DestinationsbyInboundLeisureTrips:(2023)
France72.4m
Spain70.8m
However,itisworthnoting
thatofthesetenlargestleisuretourismdestinationcountries,
onlyTurkeyandGreecehave
exceeded2019levels,while
Franceisbroadlyonparwith
2019.BothAsia-Pacificcountries(ThailandandJapan)remain
Turkey
UnitedStates
Greece
Thailand
Italy
45.5m
41.8m
27.5m
27.3m
25.9m
morethanaquarterdownon
Japan
20.7m
leisurevisitswhichispartly
duetothedelayedreopeningof
Germany
19.8m
Chineseoutboundtravel.
Althoughstartingfromlowerlevels,thestrongestgrowthinleisurearrivalshasbeen
Austria
16.5m
01020304050607080
Millions
Note:Tableshowsmillionsoftrips
Source:TourismEconomics
elsewhere.Forexample,SaudiArabiahasmajorplansto
repositionitselfasaleisure
tourismdestinationaspartof
its‘Vision2030’strategyto
diversifyitseconomy.Ithas
alreadyseena64%increaseinleisurearrivalswhencomparedwith2019.Similarly,Albaniahasrecordedoneofthestrongest
leisuretourismrecoveriesin
KeyGrowthMarkets
(2023vs.2019)
SaudiArabia64%
Albania43%
Poland35%
Source:TourismEconomics
Europewitha43%increasein
leisurearrivalscomparedto
2019.Polandhasalsoperformedstronglyachievinganincrease
ofover30%ininboundleisurevisits.
Aidedbyfavourable
exchangerates,Turkeyhas
strongestgrowthamong
top10destinations.In2023,
visitationisexpectedtobe
15%
higherthanin2019
Source:TourismEconomics
13
US$Billions
%of2019level
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
LargestInboundLeisureDestinations:GlobalRegions(2023vs.2019)
600
146
160
140
120
100
80
60
40
20
0
%of2019level
US$Billions
500
400
300
200
100
0
119
103
98
68
EuropeAsia-Paci?cAmericasMiddleEastAfrica
Source:TourismEconomics
Recovered
Nearlyrecovered
Notrecovered
Inboundspendingbyglobalregion
In2023,mostglobalregions
areexpectedtoexceedpre-
pandemiclevelsofnominal
travelspend.Meanwhile,Asia-
Pacific,whichreopenedto
travelmuchlaterisbehindthe
curveintermsofmakingafull
recovery,especiallywithregardstointernationaltraveldemand.Nevertheless,Asia-Pacificisnowrecoveringstrongly,andAsia
isespeciallywellrepresented
amongthoseemergingmarketswhereanexpansioninfinancial
abilityandenthusiasmtotraveliscoupledwithstrongdemographicgrowthoverthecomingdecades.Europeistheregionwiththe
highestvolumeofinboundvisitsandisexpectedtoachieve19%morespendingin2023thanin
2019.Ingrowthterms,theMiddleEastistheleadingregionwith
46%morespendingexpectedin2023comparedwith2019.
Internationalleisurespendingisbroadly
onparorabovepre-pandemiclevelsinall
regionsexceptAsia-Pacific
14
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
LargestDomesticLeisureDestinations:GlobalRegions(2023vs.2019)
1,600
276
1,400
250
1,200
200
1,000
800
116
600
100
400
50
200
0
AmericasAsia-Paci?cEuropeMiddleEastAfrica
Nearlyrecovered
Notrecovered
Recovered
Source:TourismEconomics
300
150
113
131
99
0
Domesticspendingbyglobalregion
Inmanycountries,domestic
visitationismoreimportant
thaninternationalvisits.This
isespeciallytrueforcountrieswhichareeithergeographicallyverylarge–suchastheUnitedStates–orhaveaburgeoningpopulationwhichcanaffordtoundertakesometravelsuch
asChina.
TheAmericasarestrongly
affectedbytheimportanceofdomestictourismwithinthe
UnitedStates.StrongrecoveryinUnitedStatesdomestictravelisexpectedtocontributetoanincreaseof31%ofleisuretravelspendintheAmericasin2023comparedwith2019.
Domestictravelamongthe
rapidlyexpandingpopulationofAsia-Pacificisalsoimportant,expectedtoaccountfornearly
$1.2trillionin2023,justslightly
belowthe2019level.Furthermore,domesticsubstitutionwhichtookplaceduringthepandemic,with
manyconsumerseitherforcedorpreferringtotraveldomestically
ratherthaninternationally,isstillhavingsomeimpact.In2023,all
globalregionsareexpectedto
recoverto2019nominallevelsofspendingfordomestictourism.InthecaseoftheMiddleEast,spendisexpectedtomassivelyexceed
2019levelsseeinggrowthof176%.
Domesticactivityhasrecoveredearlier
thaninternational,includingsome
lingeringsubstitutioneffects
15
US$Billions
%of2019level
UnitedStates
Mexico
Canada
DominicanRepublic
Colombia
Panama
Brazil
Bahamas
CostaRica
PuertoRico
04.
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
04.CountrySummary:2023
InboundTourismRecovery
TheAmericas
NorthAmericandestination
countriesconstitutethe
largestinboundleisuretourismdestinationsintheAmericas.
Ofthese,theUnitedStatesis
byfarthesinglelargest.Itis
notablethattheUSisoneof
afewcountriesgloballywhichhasnotrecoveredtoits2019
levelofspendinnominalterms,
expectedtotrackabout17%
downon2019.Incontrast,
nominalinboundleisure
spendinginMexicoshouldbe28%uponits2019levelandupby7%inCanada.
PuertoRicoisanothercountryintheAmericaswhichhas
notyetrecoveredcompared
with2019withinboundleisuretourismspendingexpectedtobealittleoverhalfofthe
2019level.
LargestInboundLeisureDestinationCountries:Americas(2023vs.2019)
90
120
80
120
70
95
100
60
50
40
30
40
20
20
10
0
Nearlyrecovered
Source:TourismEconomics
Notrecovered
Recovered
128
123
107
140
127
112
89
83
80
60
55
0
17
€Billions
%of2019level
US$Billions
%of2019level
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
Europe
MostEuropeandestinations
haveseenarecoveryinnominalleisurespendingsince2019.
Thestrongestincreasesin
spendingamongsttheten
largestinboundtourism
destinationshavebeenin
CroatiaandTurkey.Meanwhile,Portugal,FranceandSpain
hadthestrongestrecoveriesamongstthemajoreurozonedestinationcountries.
In2023,Spain,Franceand
Turkeyhavethehighestlevels
ofinboundleisuretourism
spending.Outsidethetenlargestdestinationstherearesome
countrieswhichareunlikelyto
reach2019levelsofinbound
leisuretourismspend.These
includecountriesaffectedbythewarinUkraine,includingHungaryduetoitsproximity,aswellastheIrishRepublic,whichisexpectedtoremainsignificantlyshortofafullrecovery.
LargestInboundLeisureDestinationCountries:Europe(2023vs.2019)
100
90
80
139
70
122
117
60
100
50
40
30
20
10
0
SpainFranceTurkeyItalyGermanyUnitedPortugalGreeceAustriaCroatia
Kingdom
Nearlyrecovered
Note:EuropehasbeenanalysedineuroratherthanUSdollarterms
Source:TourismEconomics
TurkeyandCroatiahaveseenthe
strongestinboundspendingincreases
amongstthelargestdestinations
Source:TourismEconomics
200
180
160
140
120
100
80
60
40
20
Notrecovered
Recovered
133
110
172
131
151
111
0
18
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
Asia-Pacific
ManycountriesintheAsia-PacificregionwereslowertoendtravelrestrictionsafterCOVID-19.TheimportanceofChinaasasourcemarketmeansthatthelingeringrestrictionsonbothinboundand
outboundtravelinto2023hadalargeimpactondestination
performanceacrosstheregion.
Japanalsokeptasystemof
quotasonarrivalsinoperation
untilApril2023.Amongthe
largerdestinationcountries,IndiaandSouthKoreastandoutas
exceptionsinAsia-Pacificonthecuspofreceiving2019levelsofnominalspendingin2023.
LargestInboundLeisureDestinationCountries:Asia-Pacific(2023vs.2019)
100
90
90
70
80
60
70
60
50
60
50
40
30
30
20
20
10
10
0
MalaysiaAustraliaTaiwan
Nearlyrecovered
Source:TourismEconomics
RecoveryinIndiaandSouthKorea
isalmostcomplete,whileactivityis
laggingelsewhereinAsia-Pacific
Notrecovered
HongKong,China
Recovered
Macao,China
SouthKorea
Source:TourismEconomics
Thailand
China
Japan
India
94
54
62
80
40
73
57
57
57
71
0
19
US$Billions
%of2019level
US$Billions
Egypt
Morocco
SouthAfrica
Tanzania
Mauritius
Tunisia
Botswana
Uganda
Kenya
Madagascar
%of2019level
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
MiddleEast
TheMiddleEasthasdemonstratedthestrongestregionalrecoveryinleisurearrivals.
SaudiArabiaandtheUnitedArabEmiratescontinuetobethetwolargestinbounddestinations
forleisurespending.Both
countriesareinvestingheavilyin
tourisminfrastructure,viewingtourismdevelopmentasakeystrategytodiversifyawayfromhydrocarbonsreliance.
In2023,allcountriesintheregionareexpectedtorecovertotheir
2019levelsofleisurespendingwiththesoleexceptionofIraq.
KuwaitandSaudiArabiaare
expectedtoseethestrongestgrowthinpercentageterms
(growthof66%and90%on
2019,respectively).Kuwaithasalsobeenattemptingtoboostnon-oilrevenuesandviews
tourismasanimportantpartofthisstrategy.
LargestInboundLeisureDestinationCountries:MiddleEast(2023vs.2019)
190
180
35
160
30
140
119
25
120
104
100
80
15
60
10
40
5
20
0
IsraelJordanQatarBahrainIraqOmanSyriaKuwait
Arab
Emirates
Nearlyrecovered
Source:TourismEconomics
In2023,allMiddleEasterncountriesare
expectedtorecoverto2019levelsof
leisurespend,exceptIraq
Source:TourismEconomics
Notrecovered
Recovered
SaudiArabia
United
200
104
108
166
129
107
121
92
40
20
0
20
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
Africa
Africa’srangeofdiversecountrieshasresultedinavariedpicture
acrossthecontinent.ManySub-
Saharancountriesarenotexpectedtorecoverfromthedownturnin
inboundtourism.Thisincludes
SouthAfrica–oneofthethree
largestdestinationsintheregion.ButthepictureisfarfromuniversalinSub-SaharanAfricawithboth
KenyaandTanzaniahavingmadestrongrecoveries.
Thetwolargestdestinationcountriesintheregionin2023intermsof
inboundleisurespendareEgypt
andMorocco,bothofwhichhave
recoveredto2019levels–inthecaseofthelatter,exceedingthatby30%.
LargestInboundLeisureDestinationCountries:Africa(2023vs.2019)
180
160
12
140
121
120
101
93
100
81
80
60
4
40
2
20
0
Nearlyrecovered
Source:TourismEconomics
MoroccohasbenefitedfromrecoveryinEuropeandemandandisclosetoEgyptassecondlargestdestination
Notrecovered
Recovered
Source:TourismEconomics
130
166
111
98
88
10
71
14
0
8
6
21
US$Billions
%of2019level
UnitedStates
Mexico
Brazil
Canada
Argentina
Chile
Venezuela
Peru
Uruguay
Colombia
€Billions
Germany
UnitedKingdom
France
Italy
Netherlands
Spain
Russia
Turkey
Switzerland
Austria
%of2019level
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
DomesticTourismRecovery
Americas
Morethan90%oftotaltourismspendingintheUnitedStatesisdomestic.Therefore,despitearelativelyweakrecoveryin
inboundleisurespendinginthe
US,anexpectedincreaseof30%indomesticleisurespendingon
2019representsastrongrecoveryoverall.Itisapicturethatis
reflectedacrossthemostvisited
destinationsacrossthecontinentwithonlyColombiaontrackto
missreachingits2019nominalspendinglevel.
LargestDomesticLeisureDestinationCountries:Americas(2023vs.2019)
1,200
300
1,000
250
800
200
600
138
150
119
400
100
200
50
0
Nearlyrecovered
Source:TourismEconomics
TheUnitedStatesdominatesdomestic
spendingintheAmericasandis29%
above2019levels
Notrecovered
Recovered
Source:TourismEconomics
325
222
350
130
134
144
124
118
90
0
22
TOURISM
ECONOMICS
ANOXFORDECONOMICSCOMPANY
Europe
Innominalspendingterms,all
ofEurope’slargestdomestic
tourismmarketsareexpectedtorecovertospendinglevelsabove2019in2023.Thisisespeciallyimportantindestination
countriessuchasGermany,
theUnitedKingdom,andthe
Netherlands,wheredomestic
tourismisahighshareoftotal
tourismspending.Evenbeyondthe‘top10’countries,thepicture
isreflectedacrossthecontinentwiththesoleexceptionof
Ukraine.
LargestDomesticLeisureDestinationCountries:Europe(2023vs.2019)
300
153
160
250
140
120
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