ASIA PACIFIC. The Pacific Asia Travel Association’s (PATA) Annual Tourism Report 2024 has highlighted the rapid recovery in the region’s international visitor arrivals (IVAs) in 2023, with growth expected to continue beyond 2024.
The study, released today, shows that IVAs for the year nearly doubled compared to 2022.
The notable improvement in tourism numbers reflects the regional tourism sector’s resilience and adaptability, PATA said.
Key findings: Marked improvement in international visitor arrivals in the Asia Pacific
According to PATA’s latest report, international visitor arrivals stood at 522 million across 47 Asia Pacific destinations in 2023, up +94.3% year-on-year.
The sharp rise represents the highest recovery rate for Asia Pacific tourism since the start of the pandemic, with IVAs returning to pre-2019 levels.
Among the most popular destinations, China welcomed over 82 million visitors, representing 15.7% of the region’s total, while the USA recorded over 66 million arrivals, accounting for 12.7%.
Türkiye also emerged as one of the leading tourist destinations last year, with international visitor arrivals rising +10.4% compared to the previous year. The country’s rich cultural heritage, strategic location between Europe and Asia, and ongoing investments in tourism infrastructure and safety have all contributed to its popularity among travellers.
Improved tourism numbers in Türkiye were also bolstered by targeted policies such as visa simplifications and digital nomad visas, allowing it to become the top recovery market alongside Thailand and Macau, China.
Looking ahead: Key trends in 2024
Tourism recovery maintained strong momentum into early 2024, with IVAs up +22% year-on-year, reaching nearly 262 million by mid-year.
Asia fuelled this growth, accounting for eight of the top ten destinations by volume, including Hong Kong SAR, Japan and Thailand. Hong Kong alone saw a +64.2% increase in visitor numbers compared to the same period in 2023.
PATA CEO Noor Ahmad Hamid said: “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.”
Spotlight on key markets: Thailand and Türkiye’s success
Among the top-performing markets, Thailand has achieved impressive results, largely attributed to its innovative travel policies. These include temporary visa exemptions for visitors from key markets such as China, Kazakhstan and India.
Thailand’s efficient handling of airport congestion and infrastructure improvements has also been a key factor.
In addition, PATA noted Thailand’s successful tourism campaigns launched last year – ‘Thai Tourism Year 2023’ for domestic tourism and ‘Visit Thailand Year 2023: Amazing New Chapters’ for international visitors.
These initiatives resulted in more than 28 million international arrivals in 2023, up +154.4% year-on-year.
Türkiye’s tourism industry, on the other hand, has also thrived, largely due to targeted strategies aimed at Russian and European tourists. By showcasing popular destinations such as Antalya and Istanbul, Türkiye successfully attracted millions of high-spending visitors, significantly fueling its economic growth.
Opportunities and challenges
Despite the continued recovery in tourism PATA highlights potential challenges, including the reemergence of health risks, such as potential new SARS variants, and geopolitical tensions that could affect the pace of recovery.
Hamid said: “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.” ✈
