1. The global tourism industry is becoming one of the key economic forces

According to the World Travel & Tourism Council (WTTC), the share of tourism and travel in 2024 will be a record ~11.1 trillion US dollars, which is about 10% of global GDP.

The forecast for 2025 is even more optimistic: the industry is expected to contribute to the economy up to ~11.7 trillion dollars, job growth to ~371 million.

This growth reflects not just a recovery from the pandemic, but a significant shift: travel is becoming an important part of the global economy rather than a luxury.

2. Tourism almost returns to pre-war levels, but with nuances

According to the United Nations World Tourism Organization (UN WTO), international tourist travel in 2024-2025 has approached the levels of 2019.

For example, in the first half of 2025, the number of international arrivals grew by ~5% compared to the same period in 2024.

But the recovery is uneven, with different regions of the world recovering at different rates.

3. National records and challenges
   Spain received ~94 million international visitors in 2024, a record for the country.
   At the same time, the UK is under criticism: international spending of tourists amounted to £40.3 billion in 2024 - £2 billion less than in 2019. Industry officials accuse the government of creating barriers.
   Queensland (Australia) has announced an ambitious strategy of $84 billion by 2045: the development of ecotourism, expansion of national parks, promotion of flights, especially with India.
4. Geography of growth

Regional spread:

• Africa grew by +12 percent in the first half of 2025.

Europe – moderate growth (+4% over the same period), while central-eastern Europe is still ~11% below 2019 levels.

North America is practically stagnating: growth of ~0 percent in the first half of 2025.

This means that growth is happening in new and emerging destinations rather than in the old classic travel markets.

5. Major challenges and trends
   • Despite the growth, the sector faces challenges such as staff shortages, air and hotel capacity shortages, and infrastructure sustainability.
   The demand for sustainable and responsible tourism is growing as ecology, equity, digital technologies become more important.
   Countries with aggressive tourism policies have an advantage: for example, the development of direct flights from India to Queensland.
   At the same time, some markets are losing ground - like the UK with falling tourist spending and the disappearance of benefits (for example, tax-free).

What this means for travelers and the industry

For travelers: the choice of destinations is expanding - more and more interest in ecotourism, "non-format" places.

For the industry: it is important to adapt - not only to serve mass tourism, but to develop new markets, improve quality, increase sustainability.

For destination countries: those who will invest in infrastructure, air links, comfort and smart travel services will benefit.

Conclusion

The global tourism sector is not just recovering from the crisis, it is entering a new phase of growth and transformation. In total, the industry is ready to bring in tens of trillions of dollars and provide hundreds of millions of jobs. But at the same time, there are new requirements: sustainability, quality, diversity of markets.

Sources:

1. Reuters — Travel industry to contribute record $11 trillion to global GDP in 2024
2. Hotel Online — Global Travel & Tourism is Strong Despite Economic Headwinds
3. UNWTO / GTR Magazine — International tourism to reach pre-pandemic levels in 2024
4. Travel Industry Today — Global Tourism Flying High
5. World Economic Forum — Tourism is back to pre-pandemic levels, but challenges remain
6. AP News — Spain sets a new record with 94 million international tourists last year
7. The Guardian — Travel body accuses government of ‘sabotaging’ UK tourism industry
8. Courier Mail — A new era of tourism for the state: Queensland’s $84 billion plan