In September 2024, international tourism growth decelerated in Europe and the United States as the summer peak season ended and the region entered an autumn off-peak period. Passenger volumes fell in traditional coastal destinations, though urban cultural tourism and high-end trips remained stable, according to data reported by eu.36kr.com.
United States Sees Decline in International Visitors
The United States recorded 17.75 million inbound visitors from its 20 largest overseas markets between January and September 2024, a 4.7% decrease compared to the previous year, with Europe contributing the most to the decline. The National Travel and Tourism Office (NTTO) of the U.S. Department of Commerce projected 70.5 million
international visitor arrivals for the entire year of 2026. September marked a transitional phase with a spike in domestic short-distance trips driven by the Labor Day holiday. However, long-haul transoceanic tourist arrivals dropped sharply from the summer peak months of June through August.
Autumn cultural tourism launched in regions including New Mexico, with preparation for the International Balloon Festival, and northeastern cities like New York and Boston introduced autumn-themed cultural tours. The 250th anniversary of the United States’ founding continued with localized historical exhibitions attracting international cultural tourists.
Canada’s Tourism Growth Propelled by Business Travel
Canada experienced a 9.5% year-on-year rise in international arrivals in September 2024,
reaching 5.3 million visitors. The growth was largely driven by overseas air arrivals and business travel, supported by conference activities in Toronto and Vancouver. Same-day car travel from the US also rebounded, aided by a weaker Canadian dollar and resumed cross-border shopping. The Greater Toronto Airports Authority reported a 78% load factor for premium cabins on core North American business routes in September, an improvement of 5 percentage points over 2019, indicating a strong corporate travel recovery.
European and Australian Tourism Trends
Spain welcomed 9.7 million international tourists in September 2024, a slight 0.8% increase year-on-year, with tourism consumption rising 6% to 13.364 billion euros.
January to September visitor arrivals reached 76.5 million, a 3.5% increase setting a record, alongside a 7% rise in cumulative spending totaling 105.828 billion euros. Per capita spending in September remained stable at 1,455 euros, while daily expenditure grew 1.9% to 202 euros, driven by longer stays and higher day-to-day spending rather than increased visitor numbers.
In Australia, the 2025-26 fiscal year forecasts 9.1 million short-term inbound tourists, an 8.3% year-on-year increase but still below pre-pandemic 2018-19 levels. September’s inbound tourist numbers showed a slight month-on-month rise, with a notable boost from Chinese travelers during their National Day holiday. Despite
strong demand for spring natural scenery, self-driving routes, and winery vacations, domestic travel costs and accommodation prices limited further growth. Hotel bookings increased in Melbourne, Sydney, and the Gold Coast during this period.
Strong Asia-Pacific Tourism Recovery in Malaysia and Thailand
Malaysia recorded 2.26 million international tourists in September 2024, rising 12.1% from a year earlier and achieving 71% of its annual target by September, per the Ministry of Tourism, Arts and Culture of Malaysia. The top source markets were Singapore, China, and Indonesia. Chinese travel bookings surged in mid-to-late September, driven by demand for island vacations and urban leisure. Malaysia expanded electronic visa-free registration and promoted cultural
heritage and ecotourism products to diversify visitor offerings beyond coastal destinations.
Thailand reported 21.62 million foreign arrivals from January to September 2024, a 2.8% decline year-on-year, generating approximately 1,045 billion baht in tourism revenue, according to the Ministry of Tourism and Sports of Thailand. China returned as Thailand’s largest source market, with about 3.642 million Chinese tourists during the period. September saw a month-on-month increase in inbound passengers, attributed to pre-booked long-haul Chinese tourists. The Tourism Authority of Thailand focused promotions on cultural tours in Chiang Mai and island vacations in Phuket. Approximately 250,000 Chinese tourists were expected during the
Mid-Autumn Festival and National Day holiday, projected to contribute tens of billions of baht in revenue.
China’s Travel Movements and Industry Management Changes
China experienced a 2.2% year-on-year rise in cross-regional travel during the Mid-Autumn Festival holiday from September 25 to 27, 2024, with total movements reaching 643 million person-times and an average daily flow of 214 million person-times. International inbound and outbound travel during the period was about 6.709 million person-times.
The Ministry of Culture and Tourism of China released its “15th Five-Year Plan” in September 2024, emphasizing improvements in inbound tourism facilitation, visa policies, international air routes, payment systems, and multi-language support.
Online travel platforms
indicated sustained high year-on-year growth in inbound tourism product bookings during September. Chinese inbound tourists favored cultural experiences, in-depth county tours, intangible cultural heritage visits, health care, and study-oriented travel. China’s departure tax refund business also expanded, broadening consumption beyond sightseeing and shopping.
Senior management appointments occurred at key cultural tourism companies in September 2024. Tuo Bicai became Director and General Manager of Zunyi Transportation and Tourism Investment Group on September 4. Shi Dai was appointed Chairman of China Travel Service (Hong Kong) Group Co., Ltd. on September 11. Huangshan Tourism accepted the resignation of its Chairman Zhang Dehui on
September 10, appointing Jiang Mao as Chairman and Fang Yingjian as President.
