Asia Pacific Tourism All Set for Growth Following Strong Recovery

The Pacific Asia Travel Association (PATA) has released its Annual Tourism Report 2024, showcasing the  recovery of international visitor arrivals (IVAs) across the Asia Pacific region in 2023. The report reveals that tourism numbers rebounded significantly following the pandemic, with IVAs nearly doubling compared to 2022. As the travel industry moves into 2024, this upward trend continues, highlighting the resilience and adaptability of the region’s tourism sector.

Key Findings

In 2023, international visitor arrivals reached 522 million across 47 Asia Pacific destinations, marking a 94.3% increase from the previous year. This resurgence marks the most substantial recovery for Asia Pacific tourism since the onset of the pandemic, with IVAs nearing pre-2019 levels. Among the top-performing destinations were China, which welcomed over 82 million visitors, accounting for 15.7% of the region’s total, and the USA, which saw over 66 million arrivals (12.7%).

Türkiye has emerged as one of the top tourist destinations, reaching pre-pandemic visitor numbers in 2022. For 2023, international arrivals increased by another 10.4%, thanks to Türkiye's rich cultural appeal, strategic location between Europe and Asia, and continued investments in tourism infrastructure and safety. This growth was also supported by targeted policies such as visa simplifications and digital nomad visas, making Türkiye one of the top recovery markets alongside Thailand and Macao, China.

Emerging Trends

The momentum continued into early 2024, with IVAs rising by 22% year-on-year, reaching nearly 262 million arrivals by mid-year. The majority of growth has been driven by Asia, which accounted for eight of the top 10 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 highlighted, “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

Countries like Thailand demonstrated significant success with innovative travel policies, including temporary visa exemptions for visitors from key markets like China, Kazakhstan, and India. Furthermore, in 2023, Thailand launched two parallel tourism campaigns: “Thai Tourism Year 2023” for domestic tourism and “Visit Thailand Year 2023: Amazing New Chapters” for international visitors. Through collaborations with digital travel platforms, airlines, and personalised content, the Thailand Tourism Authority (TAT) used data analytics to segment markets and adapt promotions to visitor preferences.

The Thai Tourism Year 2023 campaign aimed to boost domestic tourism by promoting lesser-known destinations within Thailand, enhancing travel experiences in secondary cities, and emphasising eco-friendly and culturally immersive trips.

The Visit Thailand Year 2023: Amazing New Chapters campaign targeted international markets with a focus on unique, themed experiences, including wellness, adventure, and luxury travel. The Digital Nomad program - a special visa initiative offering a 10-year visa for remote workers - appealed to long-term visitors drawn to cities like Bangkok and Chiang Mai, known for their affordable living costs and robust coworking facilities. Thailand’s Muslim-friendly travel sector also expanded through tailored, halal-certified services, supporting the country's goal of becoming a top destination for Muslim tourists within the next five years. Additionally, with its scenic beaches and luxury resorts, Thailand saw a significant influx of Indian weddings and large gatherings in 2023, which boosted local industries such as catering, hospitality, and event planning.

These campaigns helped drive over 28 million international arrivals in 2023, representing a 154.4% year-on-year increase. Thailand’s success is further highlighted by its efficient handling of airport congestion and infrastructure improvements.

Similarly, Türkiye saw its tourism industry flourish, driven by strategic policies targeting Russian and European tourists. By focusing on popular destinations like Antalya and Istanbul, Türkiye attracted millions of high-spending visitors, contributing significantly to its economic growth.

Looking Ahead

The report underscores that while growth remains strong, there are still challenges on the horizon. The reemergence of health risks, such as potential new SARS variants, and geopolitical tensions could affect the pace of recovery. However, the industry’s resilience, adaptability, and innovation offer a strong foundation for overcoming these hurdles.

As Hamid noted, “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.”

The PATA Annual Tourism Report 2024 highlights the remarkable strides made in revitalising the travel sector across Asia Pacific. With continued recovery expected into 2024 and beyond, the region is poised to surpass pre-pandemic levels, ushering in a new era of responsible, resilient, and innovative tourism.