ForwardKeys, the leading travel intelligence firm and Knowledge Partner of the World Travel & Tourism Council (WTTC) announced at the Global Summit in Perth that the global tourism industry is roaring back to life in 2024, with international arrivals up +16% compared to 2023. This resurgence is largely fuelled by the Asia Pacific region, which is finally hitting its stride after a delayed post-pandemic reopening.
While the region still lags prelags pre-pandemic levels, the current pace of year-on-year growth signals continued recovery and highlights the pent-up demand for travel within APAC. This positive trend is set to continue through the end of the year, with 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.
Increased connectivity boosts arrivals to Australia
Australia's success story is particularly noteworthy, with a remarkable surge in arrivals from the US. In particular, bookings from US families (3-5 people) are up +43%, a positive indicator for the Australian economy, as families tend to spend more during their trips. Continued growth from China, projected at +25% through the end of 2024, further strengthens this positive trajectory.
A key factor in Australia's tourism boom is the significant expansion of air connectivity. Airlines have increased overall capacity on international routes into the country by +8% for the latter part of 2024 — with higher growth in capacity from regional hubs like Thailand, Japan, Hong Kong, Vietnam, China, and Singapore.
Data on seasonality is key to sustainable growth
Australia's tourism industry experiences a distinct seasonal ebb and flow. While the end-of-year holidays mark a peak period for travel, the southern hemisphere's winter months see a significant dip in tourist activity. This pronounced seasonality contrasts sharply with destinations like Japan, which enjoys a more consistent flow of visitors throughout the year.
New Zealand, similar to Australia, experiences a pronounced peak season during the end-of-year holidays, but with an even sharper decline during its winter months, highlighting the challenges and opportunities presented by seasonal variations in tourism.
Speaking at the global tourism body’s 24th Global Summit in Perth, Western Australia, WTTC President & CEO Julia Simpson said:
“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.”
