The global travel industry is poised to reach an unprecedented milestone in 2024, with international tourism arrivals expected to surpass 1.5 billion for the first time, marking a pivotal recovery from the disruptions of recent years. This historic growth, surpassing pre-pandemic levels by a notable margin, is one of several critical insights highlighted in the WTM Global Travel Report. The report, developed in partnership with Tourism Economics, will be unveiled at the World Travel Market in London on November 5, where industry leaders gather to explore the dynamic trends shaping tourism’s future.

The latest data from Tourism Economics reflects a resurgent appetite for travel and a significant shift in consumer spending priorities. As people increasingly value immersive, extended travel experiences, they spend more on travel than at any point in the past decade. Global leisure tourism expenditure is projected to hit an impressive US$5.5 trillion in 2024, a complete 24% above 2019. This resurgence positions tourism as a leading driver of global economic growth, reinforcing its resilience and appeal in a post-pandemic world.

A New Era of Extended Travel

One of the standout trends in the report is the marked increase in the average length of stay for both domestic and international travellers. Unlike the years leading up to the pandemic, where shorter, more frequent trips were every day, today’s travellers opt to stay longer, contributing to a 12% rise in average hotel stay duration for international trips compared to 2019. This trend underscores a shift towards “slow travel,” where travellers engage more deeply with destinations, savouring extended experiences that reduce the frequency of trips but heighten their quality and impact.

Juliette Losardo, Exhibitor Director for WTM London, noted that this pattern reflects a broader shift towards mindful, sustainable travel choices. “WTM’s mission is to support travel professionals as they navigate these shifts, equipping them with the insights needed for the year ahead. Commissioning the WTM Global Travel Report exemplifies our dedication to offering attendees comprehensive, data-driven forecasts of where global tourism is headed,” she said. “Drawing from a rich dataset covering more than 185 countries, the report delivers unique insights into global travel patterns, spend, and nights stayed.”

For industry professionals, the rise in “slow travel” signifies a potential pivot point in service offerings and marketing approaches, catering to travellers prioritising depth over frequency. Emerging from this trend is a substantial increase in ‘bleisure’ travel, where business trips are extended to incorporate leisure days, enriching the travel experience and boosting overall spend per visitor.

Tourism Spending on the Rise

In 2024, tourism-related spending is set to occupy a more significant share of consumer expenditures across major economies. Data from Tourism Economics reveals that travel expenses now account for 8.8% of consumer spending, up from an average of 8.2% recorded between 2010 and 2019. This rise signifies a pronounced shift in consumer behaviour, as people across regions from Asia Pacific to Europe emphasize travel in their budgets, even as some markets, like China, have been slower to recover fully.

The steady growth in tourism spending can also be seen in the Asia Pacific region, where travel quickly returns to pre-pandemic spending levels. In this region and others, travel’s resilience as a core component of household expenditure suggests an enduring desire to explore, connect, and engage in meaningful travel experiences.

Looking Ahead: A Sustainable Future for Global Tourism

Forecasts in the WTM Global Travel Report anticipate that international overnight arrivals will continue to grow, reaching two billion by 2030. This projection aligns with the increasing popularity of sustainable travel, particularly in emerging markets, where a burgeoning middle class is propelling outbound travel demand. As the world faces urgent climate challenges, the travel industry is increasingly focused on reducing its environmental impact, with trends like slow travel supporting this shift.

Industry observers attending the World Travel Market can expect an in-depth examination of these findings and actionable insights to drive sustainable, profitable growth. The event provides a unique platform for tourism leaders to explore how to adapt and innovate within an evolving global landscape marked by travellers’ increasing focus on sustainability and meaningful experiences.

Written by: Anne Keam

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