International tourism growth slowed in Europe and America during September 2024 compared to the summer months, with passenger flows decreasing in traditional coastal destinations. Meanwhile, Asia-Pacific markets showed resilience and growth, boosted by cultural tourism and regional travel.
United States Sees 4.7% Decline in Inbound Visitors Through September
The United States received 17.75 million inbound visitors from its 20 largest overseas source markets between January and September 2024, down 4.7% year-on-year. The European market exhibited the most pronounced decline. The National Travel and Tourism Office (NTTO) projects 70.5 million international visitor arrivals to the U.S. for the entire year 2026.
September marked a transition from the summer tourism peak, with
domestic short-distance trips spurred by the Labor Day holiday. However, long-haul transoceanic tourist arrivals fell significantly compared to the June-August World Cup period. In response, several U.S. cities launched autumn cultural tourism events: New Mexico began preparations for the International Balloon Festival, while New York and Boston promoted autumn-themed historical tours. Cultural celebrations for the U.S. 250th anniversary shifted focus to localized historical exhibitions, continuing to attract international cultural visitors.
Canada Reports 9.5% Growth in September Inbound Tourists
Canada welcomed 5.3 million international visitors in September 2024, up 9.5% year-on-year, driven primarily by increased overseas air arrivals and business travel. Statistics Canada data highlight Toronto and Vancouver as
key hubs benefiting from strong transatlantic business travel and conferences.
Cross-border same-day car travel from the U.S. rebounded amid a weaker Canadian dollar, encouraging shopping trips. The Greater Toronto Airports Authority reported a 78% premium cabin load factor on core North American business routes in September, a 5 percentage point increase over 2019, indicating a robust recovery of corporate travel and face-to-face meetings.
Spain Reaches 9.7 Million Tourists with 6% Rise in Tourism Spending
The National Statistics Institute of Spain (INE) reported 9.7 million international tourists in September 2024, a 0.8% increase from 2023. Tourism consumption reached 13.364 billion euros, up 6% year-on-year, outpacing the growth in arrivals.
From January to
September, Spain recorded 76.5 million international tourists (up 3.5% year-on-year) and a historic cumulative tourism consumption of 105.828 billion euros (up 7%). Per capita spending in September was 1,455 euros, with an average daily spend of 202 euros. The rise in consumption is attributed mainly to longer stays and higher daily expenditures rather than growth in visitor numbers.
Australia’s Inbound Tourism Grows 8.3% for 2025-26 Fiscal Year
The Australian Bureau of Statistics reported 9.1 million short-term inbound tourists for the 2025-26 fiscal year, an 8.3% increase year-on-year, marking five consecutive years of growth but remaining below the 2018-19 peak. September 2024 saw a slight month-on-month rise in inbound tourist
numbers, with a notable surge in Chinese outbound bookings for the National Day holiday.
Tourism Australia targeted long-distance source markets through promotion of spring natural scenery, self-driving routes, and winery vacations, particularly in Melbourne, Sydney, and the Gold Coast. Hotel bookings in these cities increased month-on-month, despite domestic travel costs and accommodation prices limiting broader passenger flow expansion.
Malaysia and Thailand Show Mixed Trends with Strong Chinese Market
Malaysia hosted approximately 2.26 million international tourists in September 2024, a 12.1% increase year-on-year. The Ministry of Tourism, Arts and Culture reported a cumulative 17.12 million visitors January to September, achieving 71% of its annual target. Singapore, China, and Indonesia remained the
top source markets. Enhanced cross-border flight capacity contributed to a fast rise in Chinese travel bookings mid-to-late September, with island vacations and urban leisure products in strong demand.
Malaysia expanded electronic visa-free registration and promoted cultural heritage and ecotourism products to shift visitors away from traditional coastal spots.
Thailand received about 21.62 million foreign tourists from January to September 2024, a 2.8% year-on-year decline. Tourism revenue reached approximately 1,045 billion baht. China restored its position as Thailand’s top source market with 3.642 million Chinese visitors in the period. Other major markets included Malaysia, India, Russia, and South Korea.
September inbound
arrivals increased month-on-month, driven by pre-booked Chinese long-haul tourists ahead of the National Day Golden Week. The Tourism Authority of Thailand launched targeted promotions of cultural tours in Chiang Mai and island vacations in Phuket. About 250,000 Chinese tourists were expected in October during Mid-Autumn Festival and National Day holidays, projected to generate tens of billions of baht in tourism revenue.
China’s Domestic Travel and Inbound Tourism Strategically Supported
During the Mid-Autumn Festival holiday from September 25 to 27, 2024, cross-regional domestic movement in China reached 643.161 million person-times, a 2.2% increase year-on-year, averaging 214.387 million daily. International inbound and outbound personnel movement totaled 6.709 million person-times over
the same period.
The Ministry of Culture and Tourism announced its 15th Five-Year Plan focusing on inbound tourism facilitation, including enhanced visa-free policies, international route expansion, and improved foreign language and payment services. Online travel platform data showed sustained year-on-year growth in inbound tourism bookings in September, with tourists favoring cultural experiences and in-depth county tours. Consumption patterns are broadening beyond sightseeing and shopping to intangible cultural heritage, health care, and educational tours.
Senior Management Changes in Chinese Cultural Tourism Groups
The ABN Cultural Tourism Brand Monitoring List recorded ten significant personnel changes among cultural tourism enterprises in September 2024. The Zunyi Municipal Government appointed Tuo Bicai as
Director and General Manager of Zunyi Tourism Industry Development Group and Zunyi Transportation and Tourism Investment Group on September 4.
China Travel Service (Hong Kong) Group appointed Shi Dai as Chairman on September 11. Huangshan Tourism saw Zhang Dehui resign as Chairman on September 10, with Jiang Mao and Fang Yingjian appointed as Chairman and President, respectively.
