Travel this year was met with optimism as the United Nations World Tourism Organisation (UNWTO) forecast an impressive recovery, predicting international tourism will effectively return to pre-pandemic levels.
As the year draws to a close, the data on Global and Regional Tourism Performance by the UNWTO reveals that international tourism has already recovered 87% of its former glory.
This resurgence indicates that the world is gradually stepping out from the shadows of the pandemic, with travellers eager to explore the world once more.
Among the notable trends, European nations have emerged as front-runners on the global tourism stage, with their rich history, stunning architecture and vibrant cultures proving irresistibly appealing.
As adventurers look ahead to a world brimming with opportunity in 2025, here’s a closer look at the biggest travel destinations of 2024 that have captured the hearts of millions.
1. France
France was the most visited country in the world with, 89.4 million arrivals. The country hosted the Paris Olympics, however, it has been a leading destination for 30 years.
The country is renowned for its rich history, diverse culture, museums, the romantic charm of Paris, and stunning landscapes, and is home to 49 UNESCO World Heritage sites.
In addition, the abundantly beautiful countryside is full of fabulous villages, mountains, vineyards, and the occasional castle. Paris, the capital of France, is the most visited city in Europe, with 38 million tourists visiting in 2019.
Popular places to visit include the Eiffel Tower, Palace of Versailles, Bordeaux, The Alps, French Riviera and Calanques National Park.
2. Spain
For 2024, Spain rose to second place with 83.7 million arrivals. The destination is often regarded as one of the most visited countries in the world.
Its combination of historical richness, sunny coasts, architectural beauty, flamenco music, and bull running experiences keep tourists coming.
Some popular places to visit in Spain include El Teide, an ancient but not entirely inactive volcano that visitors can walk in the Parque. Nacional del Teide on the Spanish island of Tenerife is also another popular place to visit.
3. United States
Ranking third as one of the biggest travel destinations in the world, the United States is a country known for its diverse landscapes and iconic cities. It secured third place with 79.3 million international visitors.
As one of the most visited countries in the world, it offers an endless list of tourist attractions from the bustling streets of New York to the golden coasts of California and the amusement parks of Florida, there is an endless list of tourist attractions.
4. China
In fourth place is the Asian giant China with an impressive tourist arrivals of 65.7 million. With its ancient history, diverse culture, and notable landmarks such as the Great Wall, it fascinates scholars worldwide.
Iconic landmarks like the Great Wall of China, the Forbidden City in Beijing, and the Terracotta Army in Xi’an are proudly listed as UNESCO World Heritage Sites.
China is undoubtedly one of the world’s most visited countries due to its vast business dealings and diverse cultural exchange. With the Great Wall of China, China’s tourism industry further sky-rocketed.
5. Italy
Lastly, Italy ranked fifth with 64.5 million arrivals, according to tourism statistics. Known for its art, history, fashion, food, and wine, Italy effortlessly captures the hearts of its visitors.
Italy is not only the most visited country in the world but also one of the most sought-after travel destinations.
Italy has 60 UNESCO World Heritage Sites, the highest number of any country such as the Leaning Tower of Pisa, the iconic city of Venice, and historic Rome.
With that being said, some destinations received actual foot traffic and some countries received interest online. Google recently published its, “Year in Search” data, a report showing what users have Googled over the past 12 months.
This data also has a travel section, showing the destinations that people have been Googling the most this year. Here are the destinations that have seen the biggest search increases on Google:
7. Egypt
According to the data, Egypt remains a firm entry on people’s travel bucket lists. The destination has plenty of ancient history to discover which is why it remains a popular destination. It also came in 5th in the list of most Googled destinations.
Top attractions include the iconic Great Pyramids of Giza, the Sphinx to the Valley of the Kings in Luxor.
The destination also has beautiful beaches and the Red Sea is a happy hunting ground for scuba enthusiasts because of its clear waters and vibrant marine life.
8. Italy
Italy has captured the hearts of travellers in reality and the digital world. The destination ranked 4th as the most Googled destination. The country is a mishmash of gorgeous fairytale towns, bustling cities and pristine beaches.
While the shopping in Milan is obviously second to none, the city’s café scene is equally worth exploring.
Florence has some of the country’s best hotels, and the Tuscan countryside beyond is like something straight out of a painting. Rome is the best place for foodies to visit.
9. Malta
Malta ranked third on the list of most Googled destinations in 2024. The island is a popular European destination and its history runs deep and its beauty runs deeper.
The country has been used as the backdrop for many iconic films and TV series (Gladiator II, Game of Thrones and Troy to name a few), but beyond its honey-hue streets lies restaurants, bars and hotels waiting to be explored.
10. Greece
Greece also topped the list of the most Googled countries to travel to in 2024.
From the whitewashed island of Mykonos with its sugar cube buildings and iconic addresses to the jungle vibes of Kefalonia, known for its hiking trails and rustic villages, Greece is the destination that keeps on giving.
It ranked 2nd on the list of most searched destinations.
Turkey
Finally, netizens were highly intrigued with Turkey, with the destination being the most searched on Google.
Turkey, a wildly diverse country is known for its culture, history, grand architecture and artistic prowess. Istanbul, the capital, offers a wealth of world-class hotels and food to match.
Travellers can also head to the coast for enchanting vistas, charming villages and chic, bohemian hangouts.
As the world looks forward to 2025, the global travel landscape brims with potential. Many countries are poised for continued growth in tourism, and adventure seekers can look forward to a world waiting to be rediscovered.
∎The list was sourced from WP Travel and Conde Nast Traveller.
