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Economic Contribution and SDG

As UN custodian, the UNWTO Department of Statistics compiles data on the Sustainable Development Goals indicators 8.9.1 and 12.b.1, included in the Global Indicator Framework . Data collection started in 2019 and provides data from 2008 onwards, the latest update took place on 29 April 2024.   

Tourism direct GDP as a proportion of total GDP (indicator 8.9.1) 

Indicator 8.9.1 on Tourism Direct GDP helps to monitor Target 8.9 which calls on countries “to promote sustainable tourism” under Goal 8 on decent Work and Economic Growth.

* Source : Data compiled from countries by UNWTO through annual statistical questionnaires. ** The boundaries and names shown and the designations used on this map do not imply official endorsement or acceptance by the UNWTO.

Implementation of standards accounting tools to monitor the economic and environmental aspects of tourism sustainability (indicator 12.b.1)

Indicator 12.b.1 shows the preparedness of countries to “develop and implement tools to monitor sustainable development impacts for sustainable tourism” called for in target 12.b under Goal 12 on Sustainable Consumption and Production. More specifically, it tracks the implementation of the most relevant Tourism Satellite Account (TSA) and System of Environmental Economic Accounting (SEEA) tables.

In the past, the UNWTO has conducted studies on the implementation of the TSA:RMF 2008, the latest being available here .

• Regional Support Office for Asia and the Pacific (RSOAP)
• Member States in Asia and the Pacific
• SUSTAINABLE TOURISM OBSERVATORIES (INSTO)

According to the first UNWTO World Tourism Barometer of the year,  international tourism ended 2023 at 88% of pre-pandemic levels , with an estimated 1.3 billion international arrivals .  The unleashing of remaining pent-up demand, increased air connectivity, and a stronger recovery of Asian markets and destinations, are expected to underpin a full recovery by the end of 2024 (UNWTO Tourism Barometer January 2024 – Press Release) .

An estimated 1286 million international tourists (overnight visitors) were recorded around the world in 2023, an increase of 34% over 2022. International tourism recovered 88% of pre-pandemic levels, supported by strong pent-up demand (UNWTO Tourism Barometer January 2024-Excerpt) .

International tourism is expected to fully recover pre-pandemic levels in 2024, with initial estimates pointing to 2% growth above 2019 levels. This central forecast by UNWTO remains subject to the pace of recovery in Asia and to the evolution of existing economic and geopolitical downside risks (UNWTO Tourism Barometer January 2024 – Press Release) .  

Asia and the Pacific reached 65% of pre-pandemic levels, with a gradual recovery since the start of 2023 following the reopening of several markets and destinations. However, performance among subregions were mixed, with South Asia recovering 87% of pre-pandemic levels and North-East Asia, 55% (UNWTO Tourism Barometer January 2024-Excerpt) .

There is still significant room for recovery across Asia. The recent reopening of several source markets and destinations is expected to boost recovery in the region and globally (UNWTO Tourism Barometer January 2024- Excerpt) .

Read more on the UNWTO Tourism Barometer (January 2024 excerpt) here .

About the UNWTO World Tourism Barometer

The UNWTO World Tourism Barometer is a publication of the World Tourism Organization (UNWTO) that monitors short-term tourism trends regularly to provide global tourism stakeholders with up-to-date analysis of international tourism. The information is updated several times a year and includes an analysis of the latest data on tourism destinations (inbound tourism) and source markets (outbound tourism). The Barometer also includes three times a year Confidence Index based on the UNWTO Panel of Tourism Experts survey, which provides an evaluation of recent performance and short-term prospects for international tourism.

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Tourism Can Help Lead the World to Recovery

About the author, zurab pololikashvili.

Zurab Pololikashvili is Secretary-General of the United Nations World Tourism Organization.

26 September 2020 T he COVID-19 pandemic has hit global tourism harder than any other major economic sector. In an effort to contain the spread of the virus and keep their citizens safe, countries around the world introduced restrictions on international travel, bringing tourism to a standstill almost overnight. Indeed, at the peak of this lockdown, the United Nations World Tourism Organization (UNWTO) found that 100 per cent of global destinations had either closed their borders to tourists completely or introduced strict measures such as compulsory quarantine for new arrivals.

The sudden and unexpected fall in tourist arrivals also placed on hold the many social and economic benefits that tourism delivers. Globally, tourism supports one in ten jobs, and 80 per cent of the sector is made up of small businesses, including family operations. At the start of the crisis, UNWTO set out three possible scenarios for tourism in 2020, depending on when and how widely travel restrictions would be lifted. While it looks like we will avoid the worst-case scenario, we nevertheless expect global tourist arrivals to be down by as much as 70 per cent this year compared to 2019.

The knock-on effect will be significant. The United Nations Conference on Trade and Development (UNCTAD) estimates that tourism’s woes will cause global GDP to decline by as much as 1.5 per cent to 2.8 per cent . Furthermore, the fall in tourist numbers will likely translate into as many as 120 million lost jobs. And, as always, the most vulnerable will suffer the most, including women and youth, for whom tourism is a leading source of opportunity, as well as those working in the informal economy.

Developing countries at greatest risk

No country has been left unscathed by the pandemic, including with regard to tourism. The effects, however, will be most profoundly felt in those destinations that are most reliant on tourism for livelihoods and economic well-being. For the majority of the world’s Small Island Developing States (SIDS), as well as the least developed countries, most notably within Africa, tourism is a lifeline. On average, tourism accounts for 30 per cent of export revenues for SIDS , and in some cases this is much higher. Indeed, in Palau—the newest UNWTO member State, having officially joined in 2019— tourism generates 90 per cent of all exports .

As the United Nations Secretary-General’s Policy Brief on “ COVID-19 and Transforming Tourism ” makes clear, the true cost of the pandemic’s impact on tourism cannot be measured in GDP or employment figures alone. Due to its unique cross-cutting nature, touching upon nearly every part of modern society, tourism is an essential contributor to the wider mission of the United Nations, including achievement of the Sustainable Development Goals. Again, as a leading employer of women, tourism leads the way in the journey towards gender equality. At the same time, tourism is a leading contributor to the promotion and protection of cultural and natural heritage, which is in jeopardy, including the ecosystems and wildlife that draw visitors to developing countries.

Building cooperation and a united response

Before the World Health Organization (WHO) officially declared COVID-19 to be a pandemic, UNWTO recognized both the unique vulnerability of tourism and also the sector’s unique potential to drive wider societal recovery once the health crisis had been tackled. The visit of a UNWTO delegation to WHO headquarters in Geneva laid the foundations for the international, multi-organizational cooperation that has defined tourism’s response to an unprecedented challenge.

This, in turn, came on the back of heightened advocacy for tourism at the very highest political level, most notably at the European Commission at the start of the year, to make sure the sector is at the centre of the planned European New Green Deal, as well as at the most recent meetings of the G20 nations. This has allowed UNWTO to become an increasingly prominent voice within the United Nations. When the crisis hit, we were able to make sure that tourism was part of the conversation at both the governmental and United Nations levels.

The Global Tourism Crisis Committee, convened virtually in March and then meeting five times as the crisis evolved, brought together leading voices from member States and from the private sector. Only UNWTO was in a position to unite such a diverse sector. This Crisis Committee channelled these diverse voices and concerns into a clear plan of action, the UNWTO Recommendations for Recovery . These Recommendations have been embraced across the public and private sectors and now inform recovery plans in every global region.

Sustainability takes centre stage

Central to the Recommendations is the principle that sustainability and inclusivity are at the heart of both the recovery process and the tourism sector that emerges out of this crisis. The pause in global tourism presents the global community with a chance to reassess its priorities. It also allows us to put the principles that are central to the work of UNWTO—namely that tourism works for people and planet, and should be open to all and benefit all—front and centre of everything we do.

The number one priority, however, is to build trust and confidence. Only by making people feel safe and encouraging them to travel again will the benefits that tourism offers start to return. UNWTO, as the specialized United Nations agency for tourism, must lead by example. To this end, as soon as it was safely possible, in-person visits to member States resumed: to the Canary Islands and Ibiza in Spain, to Italy, and to Saudi Arabia. The decision was also made to hold a hybrid Executive Council meeting, the first in-person meeting of the tourism sector and the United Nations to be held since the start of the pandemic. This brought together 170 delegates from 24 countries, sending a clear message that safe international travel is now possible in many parts of the world, thus providing a vital confidence boost for the sector.

As tourism restarts in many parts of the world, with growing numbers of countries easing travel restrictions, the sector’s position within the work of the United Nations has never been more relevant. UNWTO leads the restart guided by the principles of the Tbilisi Declaration , signed by our member States in Georgia at the close of the UNWTO Executive Council (15–17 September 2020). The Declaration recognizes the importance of tourism to livelihoods, to economic prosperity and opportunity, and to preserving our shared and unique culture. Signatories also committed to building back better, prioritizing sustainability and equality, and ensuring that, as tourism builds a brighter future, nobody is left behind.

The UN Chronicle  is not an official record. It is privileged to host senior United Nations officials as well as distinguished contributors from outside the United Nations system whose views are not necessarily those of the United Nations. Similarly, the boundaries and names shown, and the designations used, in maps or articles do not necessarily imply endorsement or acceptance by the United Nations.

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Economic Impact Research

• In 2023, the Travel & Tourism sector contributed 9.1% to the global GDP; an increase of 23.2% from 2022 and only 4.1% below the 2019 level.
• In 2023, there were 27 million new jobs, representing a 9.1% increase compared to 2022, and only 1.4% below the 2019 level.
• Domestic visitor spending rose by 18.1% in 2023, surpassing the 2019 level.
• International visitor spending registered a 33.1% jump in 2023 but remained 14.4% below the 2019 total.

Click here for links to the different economy/country and regional reports

Why conduct research?

From the outset, our Members realised that hard economic facts were needed to help governments and policymakers truly understand the potential of Travel & Tourism. Measuring the size and growth of Travel & Tourism and its contribution to society, therefore, plays a vital part in underpinning WTTC’s work.

What research does WTTC carry out?

Each year, WTTC and Oxford Economics produce reports covering the economic contribution of our sector in 185 countries, for 26 economic and geographic regions, and for more than 70 cities. We also benchmark Travel & Tourism against other economic sectors and analyse the impact of government policies affecting the sector such as jobs and visa facilitation.

Visit our Research Hub via the button below to find all our Economic Impact Reports, as well as other reports on Travel and Tourism. 

Why the Future of Sustainable Tourism Might be Rural

S ustainable tourism is becoming not only a much-needed trend within the global travel and tourism industry, but also a necessity. From hotels taking steps to measure and reduce their energy, waste and plastics consumption to tour operators becoming certified B corporations , there’s no shortage of opportunities the industry is taking to become better for everyone. 

Yet as the industry continues becoming more thoughtful about its impact on the world, there’s one growing method to combat overtourism, encourage completion of the UN’s Sustainable Development Goals and support local economies and traditional ways of life: rural tourism.

Rural tourism, according to the United Nations World Tourism Organization’s (UNWTO) new publication, “ Tourism and Rural Development: A Policy Perspective, ” is defined as “a type of tourism activity in which the visitor’s experience is related to a wide spectrum of products linked to nature activities, agriculture, ways of life and rural cultures…Rural tourism activities take place in non-urban settings with the following characteristics: 1. low population density, 2. landscapes and land use planning where agriculture and forestry prevail, and 3. Social structures and traditional ways of life.”

Why might rural tourism become a disrupting force for good in the industry? 

Supporting the Common Good

Rural tourism can help support rural communities in a few ways, but especially so by encouraging community-based tourism and creating economic opportunities in areas that currently experience “employment droughts,” a systemic lack of jobs that lead many people to move into cities for better employment opportunities. 

“People in rural areas are twice as likely to be in informal employment as those in urban areas. By 2050, the percentage of people living in rural areas will be less than half of 1950. The labor force participation rates for women are significantly lower than for men in rural areas,” said Sandra Carvão, Chief of Market Intelligence and Competitiveness at the World Tourism Organization. 

“...Tourism can help rural development as a proven tool for economic diversification and benefits sharing throughout the value chain and as a major employment engine with a multiplier effect on other sectors that contribute to rural development,” she continued. “Tourism in rural areas can particularly benefit traditionally disadvantaged groups such as women, youth and Indigenous Peoples.” 

But how would an increase in tourism in rural areas help the people who live there? 

It’s simple: more tourism means more job opportunities for both men and women and, on the local scale, to create community-based tourism initiatives that ensure they retain the power and agency over the industry.Community-based tourism is a way for rural communities to directly own and manage the tourism industry in their region. One great example of this is the UNWTO’s Best Tourism Village of Puqueldón, Chile , in which the community operates sixteen lodges for travelers and offers immersion experiences like the Native Potato Route, in which travelers can learn about the importance of the root vegetable from the women who cultivate it. 

Generating more job opportunities and revenue streams for rural communities also allows for greater development in areas where there has traditionally been a lack of resources, such as education or conservation. 

Combatting Overtourism

In cities and destinations across the globe, overtourism can take a detrimental toll on the local population and environment.

We’ve all read the headlines about Venice’s efforts to combat overtourism in the popular Italian city. Yet it’s not just an issue in Venice: Portugal recently passed a law limiting the number of homes that foreigners can purchase to turn into vacation rentals, after the trend began pricing out the local population. 

And in 2018, Thailand’s famous Maya Bay closed after its ecosystem collapsed from the 5,000 tourists that visited the destination each day. The destination reopened in 2022 following the planting of new coral and infrastructure upgrades, but with a largely reduced daily capacity limit to ease the stress tourism had placed on local wildlife. 

By encouraging rural tourism, travelers will be interested in visiting less-visited destinations. The UNWTO’s Best Tourism Villages offer unique — and more responsible — alternatives to the world’s most popular destinations. 

Fostering Sustainability

Lastly, growing rural tourism across the globe can also foster sustainability on a local scale. 

This can happen in a few different ways. Communities located within or around beautiful natural resources, biodiverse regions of the world or already established parks or reserves are encouraged by travelers’ interest in visiting them. In this way, tourism has a symbiotic relationship with preservation initiatives. 

“...Our Best Tourism Village Batu Puteh in Malaysia is a fine example of community-participation being indispensable to rural tourism,” said Carvão. “In the protected forest reserve around the village, a group of youth from the Batu Puteh community are involved in conserving and promoting the ecosystem and local culture, including language and traditional knowledge, music and dance.”Another, broader example, of rural tourism enhancing sustainability is in Rwanda , which has gained international recognition for its effort. The country has not only expanded its protected areas, but encourages the communities near protected areas to participate and value conserving its rich biodiversity, including its famous gorilla population. Additionally, the expansion of these parks has grown employment opportunities for locals as park rangers and guides. 

Tourism in rural areas can also support their sustainable development in sectors like infrastructure. Communities can use funds generated by tourism to fund renewable energy projects, for example, decreasing reliance on fossil fuels. 

But Will The People Come? 

We think yes, but not all travelers will hop on board. 

Issues of accessibility and infrastructure will always deter travelers who are daunted by transiting between one destination to another in a foreign country, or who desire their familiar creature comforts. 

Likely, it’ll be the adventurous travelers, the ones more interested in immersive travel experiences unlike any other and those who feel like they’ve already seen it all and want something off the beaten path who will help build this important travel sector. 

“An increasing number of people are seeking sustainable, authentic, unique travel experiences and local lifestyles,” said Carvão. “They want to experience natural, unspoiled landscapes and stay in authentic accommodation as they seek to travel with a purpose and meet local people. This is beneficial for our rural communities as they can provide travelers with these experiences, which in turn create new jobs, improve livelihoods and help fight depopulation in rural areas.”   

The UNWTO now offers a list of recognized destinations, called Best Tourism Villages , where communities are already participating in rural tourism initiatives. Travelers can search the website to find villages from Spain to Malaysia and beyond, and read about what they offer the discerning traveler who chooses to visit. 

Tour operators are the ones leaning into rural travel more so than most other travel sectors. Companies like Intrepid Travel and G Adventures have created their entire ethos around travel that does good for local communities, and many of their tours offer a combination of popular destinations mixed with more unique, community-centric or rural-based tourism offerings, ranging from sharing a traditional meal with locals in Egypt to supporting a women’s pottery initiative in Mexico. 

Rural tourism is not just an antidote to overtourism: it’s sustainable, immersive, community-based tourism at its best, and we can’t wait for travelers to experience it for themselves.