The Asia-Pacific tourism industry has experienced a major recovery in 2023, as documented in the Pacific Asia Travel Association’s (PATA) Annual Tourism Report 2024. 

According to the PATA report, there has been a nearly full return to pre-pandemic visitor levels, with international arrivals across 47 Asia-Pacific destinations reaching 522 million, a remarkable 94.3 pc increase from the prior year. 

This resurgence is the region’s most substantial tourism growth since Covid-19 disrupted global travel.

The report says that among the standout destinations, China and the United States led the way with a combined total of nearly 150 million visitors. 

China, which welcomed 82 million arrivals, accounted for 15.7 pc of the regional total, while the United States saw over 66 million visitors, making up 12.7 pc. 

The report says that Türkiye achieved a 10.4 pc increase in visitor numbers, thanks to its strategic location, cultural richness, and favourable travel policies such as visa simplifications and the newly introduced digital nomad visa. Other key contributors to the regional growth included Thailand and Macao, both of which employed targeted travel incentives to attract high volumes of international tourists.

Emerging tourism trends & 2024 projections

The report also highlights that the momentum continued well into 2024 with a strong start, with an additional 22 pc year-on-year increase in international visitor arrivals by mid-year, bringing nearly 262 million visitors into the region. 

Noor Ahmad Hamid

PATA highlights that Asian countries, including Hong Kong, Japan, and Thailand, lead this momentum, with Hong Kong alone seeing a 64.2 pc rise in tourist numbers compared to 2023.

“Tourism in Asia Pacific saw a major recovery in 2023, and this momentum is continuing into 2024. With over 261 million visitors recorded this year, the region is rebounding quickly, led by strong growth in destinations like China and Japan,” says Noor Ahmad Hamid, CEO, PATA.

Hamid credited China and Japan for the high visitor numbers and emphasised the importance of sustainable growth and innovation in the region.

Thailand and Türkiye leading APAC

Thailand’s tourism recovery was bolstered by effective marketing campaigns, such as ‘Thai Tourism Year 2023’ for domestic travellers and ‘Visit Thailand Year 2023: Amazing New Chapters’ for international visitors. 

These initiatives introduced visa exemptions for travellers from China, Kazakhstan and India, and offered unique themed experiences to attract wellness, adventure, and luxury travellers. 

According to the report, Thailand’s focus on ‘Muslim-friendly’ travel also expanded its appeal, with services tailored to meet halal requirements. 

By year-end, Thailand recorded over 28 million international arrivals, a 154.4 pc increase over the previous year, boosted by a strategic emphasis on wedding and event tourism, which significantly benefitted local industries.

The report says that Türkiye, too, recorded a strong recovery, capitalising on a surge of Russian and European tourists. 

Focused efforts on promoting major cities like Istanbul and Antalya drew high-spending visitors, adding momentum to Türkiye’s economic growth in the tourism sector.

The report adds that while the tourism industry is poised for continued growth, the report cautions that health risks, such as potential new SARS variants, and regional geopolitical tensions could affect the pace of recovery. 

Hamid emphasised the importance of collaboration across the global tourism industry to address these uncertainties. 

“We must stay adaptable amid uncertainties. The global travel and tourism sector is stronger when we collaborate, ensuring our recovery is both swift and sustainable. Ultimately, tourism thrives when there is peace and respect for humanity,” he adds.

PATA’s 2024 report showcases Asia-Pacific’s remarkable recovery, signalling a new era of sustainable, innovative tourism. With key markets close to pre-2020 visitor levels and further growth anticipated, the region is expected to not only recover but surpass its former tourism milestones, driven by its adaptable strategies and global appeal.