Global travel growth will reach a significant milestone in 2024 as international tourism arrivals are expected to hit 1.5 billion, surpassing 2019 values.
The record is one of the trends revealed in the WTM Global Travel Report in conjunction with Tourism Economics, which was unveiled at World Travel Market London yesterday (Tuesday, November 5).
The report highlighted that, by 2030, overnight tourism arrivals (international visitors staying at least one night) are projected to grow by over 30% to two billion, aided by emerging outbound markets.
Spend is also rising with global leisure tourism expenditure now worth over US$5.5 trillion – 24% above 2019 values.
Most significantly, consumers appear to be prioritising travel, which accounts for a greater share of their spending in the major advanced economies than in the 10 years pre-pandemic.
Overall, according to Tourism Economics data, travel spending as a percentage of consumer spending reached 8.8% in 2024 compared to an average 8.2% between 2010 and 2019. Even in markets such as the Asia Pacific where some destinations, notably China, have lagged in the recovery, travel as a share of consumer spending is returning close to the heights of 2019.
Increased length of stay
Globally, this year, the number of overnight stays in all paid accommodation is set to exceed 2023 levels by 7% and 2019 levels by 16%, according to Tourism Economics. The figures do not wholly reflect similar growth in visits but stays are longer.
Average length of stay for domestic and international travel declined in the decade prior to the pandemic but increased in the recovery period and remains above the pre-COVID average. The average length of stay in hotels on international trips was up 12% in 2024 compared to 2019 – more than offsetting the 8% fall over the previous decade.
Several trends feed into this lengthening of stay. According to the Tourism Economics Travel Trends Survey, some people are choosing deeper and more sustainable “slow travel” – perhaps cutting frequency in favour of longer, more engaged trips.
Tourism Economics also notes significant growth in so-called “bleisure” when business travellers stay on for extra leisure-orientated days.
Juliette Losardo, Exhibitor Director for WTM London, commented: “WTM’s aim is to help attendees navigate change, ensuring travel professionals are equipped for the year ahead. Commissioning the WTM Global Travel Report supports our commitment to providing attendees with the latest trends shaping the travel landscape.
“Using an expansive databank covering more than 185 countries worldwide as destinations and as origin markets, covering all major bilateral tourism flows in terms of visits, nights and spend, as well as unique industry insights, the report gives a comprehensive outlook on tourism.”
