China Joins US, UK and More in Driving a Powerful New Surge in Global Travel Spending: All You Need to Know

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International tourism has entered a powerful new growth phase, with China again dominating outbound travel spending while the United States, United Kingdom, Germany, France, Canada and Australia remain major sources of international travellers. At the same time, destinations including France, Spain, Italy, Türkiye, Japan, Thailand, Mexico and Greece are competing intensely for visitor spending.

Global tourism recovered strongly in 2024, with around 1.4 billion international tourist arrivals worldwide. International tourism receipts reached approximately US$1.7 trillion, while overall tourism export revenues, including passenger transport, climbed to around US$2 trillion.

The figures show why tourism performance can no longer be measured only by arrival numbers. How much travellers spend, where they stay and how long they remain have become equally important.

China Returns to the Top of Global International Travel Spending

China has again become the world’s largest international tourism spending market.

Chinese outbound tourism expenditure reached approximately US$251 billion in 2024, rising around 30% from the previous year. The recovery pushed spending beyond pre-pandemic levels.

China also recorded around 145.9 million outbound visits in 2024, highlighting the enormous scale of its international travel market.

Asian destinations benefit particularly strongly from China’s recovery because of their geographical proximity and extensive air connections. Japan, Thailand and Singapore are among the markets positioned to attract Chinese travellers, while France, Italy and Spain remain important long-haul destinations.

Chinese travellers also influence luxury hospitality, shopping, restaurants, attractions and aviation. Even modest changes in Chinese outbound demand can therefore affect tourism economies across several regions.

United States Remains One of Tourism’s Most Valuable Source Markets

The United States continues to shape international travel through its enormous spending power and strong outbound demand.

US international tourism expenditure increased during 2024, reinforcing the country’s position as one of the world’s most valuable outbound markets.

American travellers support tourism throughout Mexico, the Caribbean and Europe, while Japan and other Asian destinations continue attracting greater US demand.

France, Italy, Spain and the United Kingdom remain particularly important European markets because they combine heritage, gastronomy, shopping and cultural attractions.

The value of US travellers often extends beyond basic visitor numbers. Longer trips, premium accommodation, dining, entertainment and retail spending can make American visitors economically important for destination economies.

United Kingdom Drives Massive Overseas Holiday Demand

Britain remains one of Europe’s strongest outbound tourism markets.

UK residents made approximately 94.6 million overseas visits in 2024 and spent around £78.7 billion abroad.

Spain remained the most popular international destination for British residents, followed by France and Italy.

Spain alone received roughly 18.4 million UK visitors during 2024, confirming Britain as its largest international source market.

Strong aviation connectivity, Mediterranean beach holidays, city breaks and comparatively short travel distances help sustain British demand for destinations throughout Europe.

The UK market therefore remains highly valuable for airlines, hotels, restaurants and leisure attractions across the continent.

Germany Continues to Power European Cross-Border Tourism

Germany remains another major source of international travellers.

Its central European location creates easy access to neighbouring countries and Mediterranean destinations through road, rail and aviation networks.

Spain provides a clear example of Germany’s tourism importance. Around 11.9 million German travellers visited Spain during 2024.

Italy, Austria, France, Greece and Türkiye also benefit strongly from German holiday demand.

German tourism is significant because it supports several forms of travel, from short European breaks to longer Mediterranean holidays and long-haul journeys.

For destinations seeking dependable visitor flows, Germany remains one of Europe’s most strategically important outbound markets.

France Combines Massive Visitor Arrivals With Strong Outbound Demand

France enjoys an unusual advantage because it operates as both a major outbound tourism market and one of the world’s most visited international destinations.

More than 100 million international travellers visited France during 2024, generating around €71 billion in international tourism receipts.

Paris remains the country’s most internationally recognised destination, but tourism demand extends far beyond the capital.

Provence, Normandy, the French Riviera, the Alps, Bordeaux and numerous heritage destinations help France attract visitors seeking culture, food, luxury travel, beaches and outdoor experiences.

France therefore benefits in both directions. French residents travel extensively abroad while overseas visitors inject billions of euros into the country’s tourism economy.

Canada Strengthens Its International Tourism Footprint

Canada remains another significant source of international tourism spending.

Canadian residents made approximately 42.9 million international visits in 2024 and spent roughly C$52.9 billion while travelling abroad.

The United States remained Canada’s dominant international destination because of geographical proximity.

Mexico, the Dominican Republic, the United Kingdom and Italy also attracted large numbers of Canadian travellers.

Canadian demand benefits beach resorts, city destinations, cruise markets and long-haul European travel.

For many Caribbean and Mexican destinations, Canadian visitors remain especially important during the Northern Hemisphere winter season.

Australia Supports High-Value Long-Haul Tourism

Australia’s geographical isolation makes its outbound tourism market particularly distinctive.

International trips usually require long flights, often encouraging Australian travellers to remain abroad longer than tourists taking short cross-border journeys.

Australian international tourism expenditure increased during 2024.

Southeast Asia remains important because of relative proximity, while Britain, France, Italy and other European destinations continue attracting long-haul Australian demand.

Longer stays can generate substantial accommodation, restaurant, transport and attraction spending, making Australian visitors commercially attractive for many international destinations.

Spain Converts European Demand Into Record Tourism Growth

Spain remains one of the biggest beneficiaries of Europe’s powerful outbound tourism markets.

The country welcomed approximately 93.8 million international tourists in 2024, setting a new record.

Its three biggest source markets were the United Kingdom, France and Germany.

Catalonia attracted close to 20 million international visitors, while the Balearic Islands and Canary Islands also recorded exceptionally strong demand.

Spain’s success reflects strong aviation connectivity, beaches, cities, cultural attractions, cuisine and year-round tourism possibilities.

Japan Emerges as One of Asia’s Strongest Tourism Success Stories

Japan recorded approximately 36.9 million international visitors in 2024, its highest annual total on record.

The figure represented a dramatic rise from 2023 and also exceeded pre-pandemic levels.

Tokyo, Kyoto and Osaka remain major visitor magnets, while Hokkaido, Okinawa and regional destinations are expanding Japan’s tourism appeal.

Japan benefits from cultural tourism, food, shopping, technology, heritage and seasonal experiences.

Its rapid recovery also strengthens Asia’s position in the global competition for long-haul travellers.

Italy, Türkiye, Greece, Thailand and Mexico Strengthen Global Competition

International tourism growth extends far beyond the largest visitor destinations.

Italy remains one of Europe’s tourism heavyweights, attracting travellers through Rome, Venice, Florence, Tuscany, Sicily, Sardinia and the Italian lakes.

Türkiye combines Istanbul, Antalya, Cappadocia and Mediterranean resorts to attract visitors from Europe, Russia, the Middle East and surrounding regions.

Greece continues benefiting from strong European summer demand, particularly for Athens and its islands.

Thailand remains one of Southeast Asia’s most established destinations, while Mexico benefits enormously from nearby US and Canadian travellers.

These destinations compete through air access, accommodation capacity, heritage, food, beaches and value for money.

Why Spending Matters More Than Visitor Numbers Alone

Tourism rankings can become misleading when visitor numbers are viewed without spending data.

A traveller crossing a nearby border for two days counts as one international arrival. A visitor taking a two-week luxury holiday also counts as one arrival.

Their economic value can be completely different.

Important tourism indicators therefore include:

• International arrivals
• Outbound departures
• Tourism expenditure
• Tourism receipts
• Average spending per trip
• Length of stay
• Spending per night

Destinations increasingly want not simply more visitors, but travellers who stay longer and spend more across hotels, restaurants, attractions and local businesses.

Global Tourism Competition Is Entering a Higher-Value Phase

The global tourism industry has moved beyond simple post-pandemic recovery.

China’s return as the leading international tourism spending market, combined with strong demand from the United States, UK, Germany, France, Canada and Australia, is reshaping destination strategies.

Meanwhile, France, Spain, Japan, Italy, Türkiye, Thailand, Mexico and other tourism powerhouses are competing for a greater share of international travel expenditure.

The next stage of global tourism growth will increasingly depend on connectivity, visa access, affordability, destination quality and the ability to attract travellers who remain longer and spend more.

Frequently Asked Questions

1. Which country spends the most on international travel?

China leads international tourism spending, with expenditure of around US$251 billion in 2024.

2. Which country receives the most international tourists?

France remained among the world’s leading destinations, welcoming more than 100 million international visitors in 2024.

3. How many international tourists visited Spain?

Spain received approximately 93.8 million international visitors in 2024.

4. Which country sends the most visitors to Spain?

The United Kingdom remained Spain’s biggest source market, generating around 18.4 million visitors.

5. Why is Japan becoming more important in global tourism?

Japan reached a record 36.9 million international arrivals in 2024, supported by strong demand for its culture, cities, food and regional experiences.