How Turkey is Beating Morocco, Portugal, Georgia, Bulgaria, Azerbaijan, and Armenia with Record Tourists Arrivals from UK, US, Spain, Germany, Russia and China

Published on January 15, 2025

By: Tuhin Sarkar

The global tourism industry witnessed an unprecedented recovery in 2024, with countries such as Morocco, Portugal, Turkey, Georgia, Bulgaria, Azerbaijan, and Armenia achieving record visitor arrivals and economic milestones. This analysis delves into the statistical achievements, growth patterns, and the broader economic implications across these nations, illustrating the sector’s pivotal role in global economies.

The year 2025 is poised to be a transformative period for global tourism, characterized by a return to growth, heightened sustainability efforts, and technological advancements. By adapting to evolving traveler preferences and global challenges, the tourism industry will solidify its role as a key driver of economic recovery and cultural exchange.

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Morocco: A Breakthrough Year for African Tourism

Morocco experienced a record-breaking year in 2024, welcoming an unprecedented 17.4 million tourists, reflecting a 20% increase from the previous year. This robust growth can be attributed to Morocco’s strategic focus on enhancing air connectivity and promoting its diverse destinations through targeted marketing efforts. By November 2024, tourism revenue had surged to an impressive 104 billion dirhams, marking a 7.2% increase year-over-year.

As a cultural and historical hub, Morocco continues to captivate visitors with its iconic attractions. Sites such as the medinas of Marrakech and Fes, the historic Kasbah of Ait Benhaddou, and the serene dunes of the Sahara Desert remain major draws. Additionally, Morocco’s rich culinary traditions and vibrant festivals, including the Gnaoua World Music Festival, have played a pivotal role in enhancing its global tourism appeal.

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The sector’s contribution to Morocco’s GDP reached 7%, underscoring its vital role in the national economy. Investments in infrastructure, such as new airport terminals and improved transportation networks, have further facilitated this growth. Moreover, the government’s focus on sustainable tourism initiatives has strengthened its appeal among environmentally conscious travelers.

Key Highlights:

• Total Visitors: 17.4 million
• Revenue: 104 billion dirhams
• Contribution to GDP: 7%

Looking ahead, Morocco’s ambitious plans to attract 26 million tourists by 2030 are well underway. This goal aligns with the country’s role as a co-host for the World Cup alongside Spain and Portugal, which is expected to further boost its visibility on the global stage. With ongoing investments and innovative marketing strategies, Morocco is poised to solidify its status as a premier destination in Africa and beyond.

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Portugal: Sustained Growth in Tourism

Portugal’s tourism sector experienced robust growth in 2024, setting new benchmarks with over 30 million visitors and a 6.7% increase in foreign tourist arrivals. Key source markets such as Spain, France, and the United States significantly contributed to this surge, showcasing Portugal’s global appeal. Total tourism expenditures reached nearly €44 billion, accounting for 16.5% of the country’s GDP and underscoring its vital role in the national economy.

August 2024 emerged as a standout month, with 3.8 million visitors recorded. This period highlighted Portugal’s ability to manage peak travel seasons effectively, maintaining high service standards and ensuring a positive visitor experience. The nation’s diverse attractions, including its pristine beaches in the Algarve, historic sites in Lisbon and Porto, and UNESCO World Heritage locations, continued to draw global travelers.

Portugal’s success is attributed to strategic investments in infrastructure, such as expanding airport capacities and enhancing public transport systems. Promotional efforts, including targeted marketing campaigns and partnerships with international travel agencies, further elevated its profile. Additionally, the country’s focus on sustainable tourism has garnered praise, with initiatives aimed at preserving natural landscapes and reducing the environmental footprint of tourism-related activities.

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Key Highlights:

• Total Visitors: Over 30 million
• Expenditures: €44 billion
• August Arrivals: 3.8 million
• GDP Contribution: 16.5%

Looking ahead, Portugal is poised for continued growth, leveraging its cultural richness, scenic beauty, and commitment to sustainability to attract even more visitors in the coming years.

Turkey: A Vital Contributor to Economic Growth

Turkey’s tourism sector continued its robust growth in 2024, drawing over 49 million international visitors and generating an impressive $54.3 billion in revenue. This substantial achievement highlights Turkey’s global appeal, fueled by its unique geographical position bridging Asia and Europe, alongside its rich tapestry of cultural and historical attractions.

Tourists were captivated by iconic sites such as the Hagia Sophia, Ephesus, and Cappadocia, which remain perennial favorites. Additionally, the vibrant city life in Istanbul and Antalya’s Mediterranean allure drew millions, offering a diverse range of experiences from historical exploration to luxury beachside retreats.

The average expenditure per visitor reached $979, reflecting a trend toward high-value tourism. Visitors increasingly sought premium offerings such as boutique accommodations, curated cultural tours, and exclusive culinary experiences. This shift underscores Turkey’s efforts to position itself as a destination that caters to discerning travelers seeking quality and authenticity.

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The tourism sector’s contribution to the national GDP stood at 12%, making it a vital component of Turkey’s economy. Investments in infrastructure, including new airport terminals and enhanced transport networks, have been instrumental in accommodating the surge in tourist numbers. Furthermore, targeted marketing campaigns and collaborations with global travel agencies have expanded Turkey’s reach into emerging markets, driving increased arrivals.

Sustainability has also emerged as a key focus for Turkey’s tourism strategy. Initiatives such as eco-tourism in the Black Sea region and efforts to preserve UNESCO World Heritage sites are aimed at ensuring long-term growth while protecting the country’s natural and cultural assets.

Key Highlights:

• Total Visitors: 49 million
• Revenue: $54.3 billion
• Expenditures per Visitor: $979
• Key Attractions: Hagia Sophia, Ephesus, Cappadocia, and Antalya’s beaches

Looking forward, Turkey’s strategic investments and commitment to enhancing visitor experiences position it for sustained growth. By continuing to prioritize quality, innovation, and sustainability, Turkey is set to strengthen its status as a premier global tourism destination.

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Georgia: A Growing Tourism Hotspot

Georgia’s tourism sector recorded significant growth in 2024, highlighted by a remarkable 2.8 million international visitors in the third quarter alone, representing a 2.9% year-over-year increase. This growth was largely driven by key source countries such as Russia, Turkey, and Armenia. The nation’s diverse landscapes, ranging from the towering Caucasus Mountains to lush vineyards and Black Sea beaches, continued to captivate travelers seeking unique cultural and natural experiences.

In addition to its natural beauty, Georgia’s rich cultural heritage remains a cornerstone of its tourism appeal. Destinations like the ancient city of Mtskheta, a UNESCO World Heritage site, and Tbilisi’s eclectic blend of historic architecture and modern vibrancy were among the top draws for visitors. Festivals celebrating traditional music, dance, and wine-making provided immersive cultural experiences that enhanced the country’s allure.

The economic impact of tourism was equally noteworthy, with expenditures rising by 18.1% to reach 5.7 billion GEL in the third quarter of 2024. This increase reflects a growing trend toward higher-value tourism, with international visitors spending more on premium services and experiences. The government’s efforts to enhance infrastructure, such as improving airports and transportation networks, have played a crucial role in accommodating this uptick in demand.

Georgia’s strategic location at the crossroads of Europe and Asia further boosts its appeal as a hub for international travelers. Expanding air connectivity, including new direct flights from major cities across Europe and the Middle East, has significantly improved accessibility. These developments, coupled with targeted promotional campaigns in emerging markets, position Georgia as a rising star in global tourism.

Key Highlights:

• Third-Quarter Visitors: 2.8 million
• Expenditures: 5.7 billion GEL
• Key Attractions: UNESCO World Heritage sites, vibrant festivals, and diverse landscapes

Looking ahead, Georgia is poised for sustained growth as it continues to invest in sustainable tourism initiatives and innovative marketing strategies. The country’s commitment to preserving its cultural and natural assets ensures that it will remain a top destination for travelers seeking authentic and enriching experiences.

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Bulgaria: An Eastern European Gem

Bulgaria witnessed remarkable growth in its tourism sector in 2024, achieving over 9 million international arrivals. This marked a significant recovery and expansion, positioning the country as a key player in Eastern Europe’s tourism landscape. The Black Sea coast remained a primary attraction, offering picturesque beaches, vibrant resorts, and activities catering to families and solo travelers alike. The region’s appeal was further enhanced by upgraded amenities and improved transportation links, which made it more accessible to international visitors.

In addition to coastal attractions, Bulgaria’s rich cultural and historical heritage continued to captivate tourists. Key landmarks such as the Rila Monastery, a UNESCO World Heritage site, and the ancient city of Plovdiv, known for its Roman amphitheater and Old Town, drew significant numbers of history enthusiasts. The Thracian tombs and other archaeological treasures added depth to Bulgaria’s historical narrative, making it a destination of choice for culturally curious travelers.

The tourism sector’s contribution to the national GDP underscored its economic importance. In 2024, tourism generated significant revenue, reflecting a steady increase in both visitor numbers and per-visitor expenditures. Government initiatives aimed at promoting Bulgaria on global platforms and improving tourism infrastructure played a crucial role in attracting more international visitors. Efforts included hosting cultural festivals, international sports events, and culinary expos to showcase the nation’s diverse offerings.

Sustainable tourism also emerged as a focal point, with eco-tourism initiatives gaining momentum. Mountain regions such as the Rhodope and Balkan ranges offered hiking, skiing, and wellness retreats, emphasizing environmental preservation and local community involvement. These efforts align with global trends toward responsible travel, further enhancing Bulgaria’s reputation as a forward-thinking destination.

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Key Highlights:

• Total Visitors: Over 9 million
• Primary Destinations: Black Sea coast, Rila Monastery, and Plovdiv
• Economic Role: Significant contributor to GDP with rising revenues

Looking ahead, Bulgaria aims to diversify its tourism offerings by promoting adventure travel, wellness tourism, and immersive cultural experiences. With its strategic investments and commitment to sustainability, Bulgaria is poised for sustained growth in its tourism sector, solidifying its position as a competitive destination in Europe.

Azerbaijan: Bridging Asia and Europe

Azerbaijan’s tourism industry showcased remarkable progress in 2024, establishing itself as a key player in the region’s travel sector. With Baku serving as a dynamic hub for international visitors, the nation recorded 3.5 million tourist arrivals, reflecting its strategic emphasis on both modern and traditional appeal. Visitors were drawn to Baku’s unique skyline, which blends futuristic architecture with the charm of historic landmarks like the Maiden Tower and the Palace of the Shirvanshahs. Beyond Baku, attractions such as Gobustan National Park and Sheki’s ancient caravanserais further highlighted Azerbaijan’s diverse offerings.

Tourism revenue experienced a marked increase, driven by a focus on luxury and cultural experiences. The burgeoning high-end tourism market included upscale resorts, boutique accommodations, and curated cultural events that catered to discerning travelers. Efforts to enhance air connectivity, such as increased direct flights from Europe and the Middle East, further boosted accessibility and convenience for visitors.

Key government initiatives aimed at preserving Azerbaijan’s rich cultural heritage also played a significant role in attracting tourists. Programs promoting traditional crafts, cuisine, and music introduced visitors to the authentic essence of Azerbaijani culture. Eco-tourism ventures in regions like Gabala and the Caspian coastline offered additional opportunities for adventure and sustainable travel experiences.

Key Highlights:

• Total Visitors: 3.5 million
• Key Attractions: Baku’s architectural landmarks, Gobustan, and Sheki’s cultural heritage
• Revenue Growth: Notable rise driven by luxury tourism and cultural events

Azerbaijan’s commitment to diversifying its tourism offerings and investing in infrastructure positions the country for sustained growth. Looking ahead, Azerbaijan is set to expand its market share by tapping into new source markets and further enhancing its tourism ecosystem, ensuring its place as a premier travel destination bridging Asia and Europe.

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Armenia: A Cultural Haven in the Caucasus

Armenia’s tourism sector demonstrated robust growth in 2024, attracting 2.1 million visitors, marking a significant step forward for the country’s travel industry. With a reputation for its rich historical tapestry and UNESCO-listed heritage sites, Armenia appeals to travelers seeking authentic cultural experiences and historical exploration. Visitors flocked to iconic destinations such as the monasteries of Haghpat and Geghard, as well as the vibrant city of Yerevan, which combines modern amenities with deep-rooted traditions.

Tourism expenditures rose by 12%, underscoring an increase in per-visitor spending and signaling a shift towards higher-value tourism. This growth is supported by Armenia’s targeted investments in infrastructure, including the modernization of airports and roads connecting key tourist hubs. Additionally, the government has intensified its efforts in promoting sustainable tourism through the preservation of natural landscapes and the introduction of eco-tourism initiatives in rural areas.

Key Highlights:

• Total Visitors: 2.1 million
• Key Attractions: UNESCO heritage sites, cultural landmarks, and eco-tourism destinations
• Expenditures: 12% growth in per-visitor spending

Looking ahead, Armenia aims to further capitalize on its unique appeal by diversifying its offerings to include adventure tourism and wellness retreats. With ongoing infrastructure improvements and a commitment to sustainability, the nation is poised for continued growth in its tourism sector, solidifying its status as a must-visit destination in the Caucasus.

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Economic Implications and Global Trends

The collective achievements of these countries in 2024 highlight a robust recovery and growth in global tourism. Key factors driving this success include strategic marketing, improved infrastructure, and a focus on sustainable tourism practices. As international travel continues to rebound, the tourism sector’s contribution to GDP and employment underscores its critical role in shaping global economic landscapes.

The 2024 tourism statistics from Morocco, Portugal, Turkey, Georgia, Bulgaria, Azerbaijan, and Armenia exemplify the industry’s resilience and capacity for innovation. With strategic initiatives and continued investments, these nations are well-positioned to capitalize on future opportunities and sustain their growth trajectories.

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