The global tourism industry is roaring back to life in 2024, with international arrivals up 16% compared to 2023 – a resurgence largely fuelled by the Asia-Pacific region, which is finally hitting its stride after a delayed post-pandemic reopening, shared ForwardKeys during the WTTC 24th Global Summit in Perth.
ForwardKeys is the Knowledge Partner of the WTTC.
While the region still lags behind pre-pandemic levels, the current pace of year-on-year growth signals continued recovery and highlights the pent-up demand for travel within Asia-Pacific. 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, with an even sharper decline during its winter months, highlighting the challenges and opportunities presented by seasonal variations in tourism.
“Destinations like Australia and New Zealand, with a distinct peak season, face the challenge of balancing demand throughout the year. Effective data-driven strategies are crucial for mitigating the negative impacts of seasonal fluctuations, such as overcrowding during peak periods and underutilised resources during the off-season. By diversifying source markets and promoting year-round attractions, destinations can ensure long-term, sustainable growth,”said Olivier Ponti, director of intelligence & marketing at ForwardKeys.
