In 2024, several countries across Asia and the Pacific emerged as top performers in the global tourism industry, recording a significant increase in international tourist arrivals. Vietnam, Indonesia, Fiji, Japan, South Korea, Maldives, Thailand, India, and Sri Lanka witnessed record-breaking numbers, driven by relaxed travel restrictions, increased air connectivity, and strong post-pandemic demand. Notable growth was seen in both leisure and business travel, as these destinations offered a mix of natural beauty, cultural experiences, and new tourism infrastructure. The region’s recovery is a testament to its enduring appeal and the resilience of the global travel industry.

In 2024, the tourism industry in Asia and the Pacific witnessed a significant rebound, marking a critical point in the global recovery of international travel. Various sub regions across Asia experienced strong growth, with tourist numbers approaching or surpassing pre-pandemic levels. The impressive resurgence in international arrivals underscores the resilience of these countries and their ability to attract travelers despite economic uncertainties and ongoing global challenges.

The global travel and tourism industry has made a remarkable recovery in 2024, with international arrivals reaching 96% of pre-pandemic levels within the first seven months. This impressive rebound is largely attributed to high demand in Europe and the reopening of crucial markets across Asia and the Pacific. Despite economic uncertainties and geopolitical challenges, the industry’s resilience remains evident. According to the United Nations World Tourism Organization (UNWTO), approximately 790 million international tourists traveled between January and July 2024, representing an 11% increase from 2023 and just 4% shy of the numbers from 2019.

Although the second quarter of 2024 saw more moderate growth compared to the initial surge at the beginning of the year, the industry’s recovery trajectory remains strong. Factors contributing to this success include expanded air connectivity, streamlined visa policies, and the reopening of key destinations in Asia, such as Japan and South Korea. UNWTO’s projections suggest that by the end of 2024, global tourism will see a near-full recovery. The positive trends reflect growing consumer confidence and the adaptability of the tourism sector, positioning it for continued growth in the years ahead.

South Asia’s Recovery Momentum

South Asia, a region rich in cultural and natural attractions, saw an extraordinary recovery, with 92% of pre-pandemic tourist levels achieved by mid-2024. This robust resurgence is a testament to the region’s enduring appeal to travelers seeking both adventure and spiritual experiences. Countries like India, Sri Lanka, Nepal, and the Maldives continue to draw in tourists from across the globe.

India stands out as a key player in South Asia’s tourism revival. The country’s diverse attractions, ranging from the iconic Taj Mahal to the tranquil backwaters of Kerala, make it a preferred destination for both leisure and business travelers. India’s aggressive marketing campaigns, such as the “Incredible India” initiative, coupled with improved infrastructure and an emphasis on spiritual tourism, have positioned it as a top destination in 2024. Additionally, with wellness tourism on the rise, India’s well-known retreats for yoga, meditation, and Ayurveda have gained popularity among health-conscious travelers seeking holistic experiences.

In Sri Lanka, the tourism industry has been a cornerstone of its economy, particularly as the country rebounded from political and economic turmoil. Sri Lanka’s stunning beaches, historic landmarks, and national parks offering wildlife safaris have lured more tourists in the first half of 2024, contributing to the region’s overall success. The government’s efforts to stabilize the country, alongside partnerships with international tour operators, have restored confidence in Sri Lanka as a safe and attractive destination.

Meanwhile, the Maldives stands out as a shining star in South Asia’s tourism recovery, boasting a 19% increase in arrivals compared to 2019. Known for its luxurious resorts and crystal-clear waters, the Maldives continues to captivate high-end tourists and honeymooners. Despite being a small island nation, the Maldives has successfully positioned itself as one of the most desirable destinations for luxury travelers post-pandemic, supported by innovative marketing, expanded air connectivity, and its natural isolation, which appealed to those seeking safety during the pandemic.

Southeast Asia’s Steady Growth

Southeast Asia has made a strong comeback, recovering 88% of its pre-pandemic tourism levels. Known for its cultural richness, breathtaking landscapes, and affordability, countries like Thailand, Indonesia, and Vietnam have long been popular with international travelers. However, it is the reopening of these countries and their focus on promoting safe travel that has fueled their revival in 2024.

Thailand, often referred to as the “Land of Smiles,” remains one of the most visited countries in Southeast Asia. With its vibrant cities, ancient temples, and idyllic beaches, it continues to attract tourists seeking both adventure and relaxation. Thailand’s tourism revival was supported by extensive vaccination campaigns and the “Amazing Thailand” marketing strategy, which reassured travelers of their safety and enhanced the country’s appeal in 2024.

Vietnam, another top performer, has also bounced back. Its rich history, delicious cuisine, and vibrant cities like Ho Chi Minh City and Hanoi, combined with its stunning natural beauty, have driven its tourism recovery. The Vietnamese government has aggressively marketed the country as a destination for eco-tourism and adventure seekers, while new direct flights to Europe and the U.S. have increased accessibility.

In Indonesia, the island of Bali remains a key attraction, bringing in a significant number of tourists, particularly as travelers prioritize tropical destinations with a focus on wellness and relaxation. Indonesia’s tourism authorities have emphasized promoting Bali and its lesser-known destinations, such as the islands of Lombok and Sumatra, as safe and exotic locales.

Oceania’s Ongoing Recovery

Oceania, with its unique blend of natural beauty, cultural heritage, and outdoor adventure opportunities, saw an 83% recovery in tourist arrivals in 2024. Countries like Fiji have demonstrated significant resilience. Fiji’s 8% growth in tourist arrivals compared to 2019 underscores the island’s sustained popularity among international travelers. Renowned for its pristine beaches, clear waters, and world-class resorts, Fiji continues to be a dream destination for honeymooners and families alike.

Australia and New Zealand also contributed to Oceania’s steady recovery. Both countries have reopened their borders and launched aggressive tourism campaigns aimed at recapturing the international market. With their extensive wilderness areas, wildlife reserves, and adventure tourism offerings, Australia and New Zealand are uniquely positioned to attract tourists seeking both nature and culture.

North-East Asia’s Lagging Recovery

While North-East Asia still lags slightly behind other subregions, it has made considerable progress. The subregion reached 75% of pre-pandemic levels in the first seven months of 2024. Notably, North-East Asia saw a 66% increase in tourist arrivals compared to the same period in 2023, signaling significant progress.

Japan has played a pivotal role in driving recovery in North-East Asia. The country experienced a 7% increase in international arrivals during the first seven months of 2024. Several factors contributed to this growth, including the favorable exchange rate of the Japanese yen, which made travel more affordable for tourists from key markets like the U.S. and Europe. Additionally, Japan’s rich cultural offerings, vibrant cities, and a reputation for safety have continued to draw tourists. The government has also capitalized on Japan’s strong reputation for hospitality and cleanliness, further boosting the appeal of inbound travel.

South Korea and Taiwan have also contributed to the recovery in North-East Asia. Both countries have focused on domestic tourism and attracting visitors from neighboring countries while continuing to enhance their international connectivity. South Korea’s popular cultural exports, including K-pop and Korean dramas, have driven interest in the country as a destination, particularly among younger travelers from Asia and beyond.

Industry Performance Indicators Reflect the Rebound

The impressive recovery in tourism across Asia and the Pacific is reflected in various industry indicators. According to the United Nations World Tourism Organization’s (UNWTO) Tourism Recovery Tracker, international passenger traffic fully recovered to pre-pandemic levels by June 2024. This suggests that the pent-up demand for international travel, suppressed during the pandemic years, has returned with vigor.

Moreover, international air capacity has also reached 99% of 2019 levels, as reported by the International Air Transport Association (IATA). The near-complete recovery of air travel is a vital factor in the resurgence of tourism, especially in long-haul destinations like Asia and Oceania. Airlines have gradually restored routes that were paused during the pandemic, while new routes have been added to meet the increasing demand.

Accommodation establishments across the region have also benefited from the tourism recovery. Global occupancy rates in hotels and other lodgings reached 71% in August 2024, slightly exceeding the 69% occupancy rate reported in August 2023, based on data from STR, a global leader in hospitality analytics. This suggests that not only are more tourists traveling, but they are also staying longer, contributing to higher occupancy rates and revenues in the hospitality sector.

The Role of Exchange Rates and Economic Factors

One significant factor that has played a role in the tourism recovery is favorable exchange rates. For example, the depreciation of the Japanese yen compared to the U.S. dollar and other currencies made Japan an attractive and affordable destination for international travelers. Tourists from key markets, including Europe and the United States, were able to enjoy better value for money, which further fueled the growth in inbound tourism.

Additionally, the overall global economic recovery, combined with an increase in disposable income and the desire for travel experiences after the pandemic, has led to increased spending on tourism. Travelers have shown a greater willingness to spend on international trips, particularly to destinations that offer unique cultural and natural experiences.

Challenges and Sustainability

Despite the promising recovery, challenges remain for the tourism industry in Asia and the Pacific. The rapid influx of tourists in some regions raises concerns about overtourism, which can lead to environmental degradation and strain local communities. As tourist numbers approach or exceed pre-pandemic levels, countries need to focus on managing their resources and promoting sustainable tourism practices.

Governments and tourism boards must work together to ensure that the benefits of tourism are distributed equitably among local populations. This includes promoting responsible tourism, protecting natural habitats, and encouraging tourists to visit less-crowded, off-the-beaten-path destinations. In addition, many countries are investing in green tourism initiatives that prioritize sustainability, eco-friendly accommodations, and conservation efforts.

Conclusion

The first seven months of 2024 have highlighted the resilience of the tourism sector in Asia and the Pacific, with several subregions making remarkable recoveries. South Asia, Southeast Asia, Oceania, and North-East Asia have all demonstrated strong growth, with countries like the Maldives, Japan, and Fiji leading the charge.

The recovery of international air travel, increased accommodation occupancy rates, and favorable exchange rates have all contributed to this positive trend. As the world moves forward, the challenge will be ensuring that tourism growth is sustainable and that the benefits of the industry are felt by all, while safeguarding the unique natural and cultural assets that draw millions of visitors to the region each year.