Tourism

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The return of international tourism demand following the lifting of travel restrictions has been a significant driver of this recovery, with tourism’s share of services exports growing to 14.8% in 2022 in OECD countries.

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Although this was still 5.6 percentage points below pre-pandemic shares, international tourist arrivals have continued to strengthen and already exceeded pre-pandemic levels in some OECD countries in 2023.

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Employment in the accommodation and food services sector remained down 5.3% in 2022 across the OECD, while job vacancy rates were higher on average than in other parts of the economy in many countries in 2023.

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After falling by 68.3% in 2020 – slightly below the drop of 72.3% globally – by the end of 2022 international tourist arrivals to OECD countries had recovered to 77.3% of 2019 levels – ahead of 66.6% globally.

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Other countries that saw arrivals reach or exceed pre-pandemic levels include Colombia (up 34%), Luxembourg (2.1%), Netherlands (1.4%), Norway (1.2%) and Spain (2.0%).

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This is the case as international tourist arrivals in 2023 remained below pre-pandemic levels, for example, in Australia (by 24.1%), Japan (21.4%) and New Zealand (24.0%).

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The terrorist attacks and the subsequent war have hit Israel’s tourism economy hard, significantly reducing inbound tourism (down 33.9% in 2023).

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International travel receipts in OECD countries had recovered to 82.3% of 2019 levels by the end of 2022, ahead of the arrivals recovery (77.3%), and accounting for 67.1% of international travel receipts in 2022, up from 61.4% in 2019 (compared with 65% and 56% of international tourism arrivals).

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Countries recording the strongest performance include Türkiye (up 39.9% on 2019 in current prices), the Netherlands (21.9%), Mexico (14.0%), Ireland (8.7%), and the United Kingdom (7.9%).

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This was the case in 2021 in Denmark (up 12.0% compared to 2019), New Zealand (12.8%), Lithuania (7.9%), Australia (6.2%), and Sweden (6.0%).

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Most strategies continue to include targets to bolster visitor numbers, with 2019 considered a reference point to measure the recovery from recent shocks.

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Iceland: The Leading in Sustainable Development, Icelandic Tourism 2030 policy framework was updated in 2023 to better align with post-pandemic priorities for the tourism sector.

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Italy: The Strategic Plan for Tourism 2023-27 encourages responsible travel behaviour, cultural heritage preservation, community involvement and diversification of the tourism offer to spread the impacts of tourism across the territory and across the year.

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Morocco’s Roadmap for Tourism 2023-26 aims to strengthen the tourism workforce through a training and management programme to offer better career prospects for young people in tourism.

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Using strategic foresight to prepare a long-term vision for tourism in Estonia Estonia is preparing a long-term vision to 2035 for tourism, to support the digitalisation and sustainable development of the sector.

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The tourism agenda of Brazil’s 2024 G20 Presidency is focused on leveraging the potential of tourism to build a just and sustainable planet, while tourism is for the first time an official G7 workstream, under Italy's 2024 Presidency.

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Australia’s 10-year national strategy for the long-term sustainable growth of the visitor economy, THRIVE 2030, is broken down into three phases – recovery, consolidation, and acceleration.

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Published in 2021, each objective is supplemented by three action items, which are not final and are amended and extended as needed.

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Modernising the legal framework to support tourism reform agenda in Croatia Croatia adopted a new comprehensive Tourism Act in 2024.

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In Greece, a new 2021 Law on Destination Management and Marketing Organisations and Model Tourism Destinations of Integrated Management has been established.

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In Chile, for example, regional and local bodies have been involved in the development of the National Tourism Strategy 2035 through a series of regional workshops.

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In Norway, as part of the National Tourism Strategy 2030, an official report on destination development and visitor management recommended that destination management teams be embedded in each region to provide strategic advice and delivery of sustainable visitor management.

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New Zealand has provided support for all 29 tourism destinations to develop tailored destination management plans which empower tourism stakeholders to determine the scope and approach that best serves the destination’s interests and aspirations.

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Many of these supports have been withdrawn as the recovery advanced, with countries reporting tourism budgets returning to similar or lower than pre-pandemic levels in 2023 and 2024.

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In Poland, tourism was allocated PLN 110.3 million, including PLN 84.5 million for the Polish Tourism Organisation, a total increase of 53% compared to 2022 to support the development of a new long-term strategy for tourism.

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National roadmaps and action plans for tourism to contribute to net zero goals Chile: The Plan for Adaptation to Climate Change in the Tourism Sector was jointly developed through extensive inter-ministerial co-ordination and adopted in 2020 to increase the resilience and sustainability of the tourism sector.

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Netherlands: Launched in 2022, the Road to Climate Neutral Tourism supports the broader Government goal for the Netherlands to be climate-neutral by 2030.

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The scheme includes subsidised loans and guarantees, as well as a 7% sustainability bonus for investment costs up to a maximum of EUR 350 000.

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Launched in 2023, this Agenda consists of initiatives and measures aimed at connecting territories, enhancing resources, and investing in companies and the tourism offer, with a budget of around EUR 200 million.

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In 2023, 11 Model Tourist Destinations for creating Luxury Inbound Tourist Destinations were designated in regional areas with the aim of encouraging international tourists to explore Japan beyond its main cities and to attract travellers to rural areas where tourists can experience nature, history and unique culture.

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Hungary reintroduced the Tourism Development Contribution in 2023 to collect revenue from catering and commercial accommodation with the aim of financing new infrastructure projects to support tourism.

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At international level, the International Civil Aviation Organization (ICAO) Air Transport Action Group has set the ambitious target of achieving net-zero carbon emissions by 2050, however significant progress is needed to achieve this goal.

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The Fund also provides support to accommodation facilities and tourism businesses to obtain sustainability certifications, with funding of EUR 10 million available in 2024 and in 2025.

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In 2023, Peru implemented the Community Tourism Strategy which is accompanied by the Law for Promotion and Development of Community Tourism.

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The Slovak Republic is finalising the National Sustainable Tourism Strategy for 2035, which aims to increase the competitiveness of tourism, better use its potential, balance regional disparities, and create new jobs.

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Initiatives that promote more inclusive growth – selected countries Greece: Accessible tourism is a key component of the National Strategy 2024-30.

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The implications of AI for tourism and tourism policymaking is a key area of focus for the G7 Tourism Working Group, under Italy’s 2024 G7 Presidency.

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Beneficiaries of the programme can access an online platform with 242 providers offering specific solutions for digitalisation, such as building a website, improving user experience, creating AI chatbots, online promotion using ads, etc.

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In the United Kingdom, investments in digital connectivity across the country, such as full fibre and 5G, have helped to drive innovation in the visitor economy.

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The prototype development phase was completed in 2023 and incorporated the analysis of data sources, preparation of functional specifications, and the implementation design and architectural scheme for the Information Centre., The implementation phase commenced in 2024.

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Denmark: A national data platform for tourism launched in 2023 aims to provide DMOs and partners with data and tools to support decision-making.

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The project, launched in 2022, is funded until the end of 2024, with hopes to secure further Nordic funding until 2025 so that the new TSA model can be fully operational in Nordic countries by 2026.

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Workforce issues are a long-standing vulnerability for the tourism sector and have been exacerbated since the COVID-19 pandemic.

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The base year 2019 was selected as it shows the breakdown of tourism employment uninterrupted by the impacts of COVID-19.

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The resulting labour shortages and skills gaps are not new for tourism, but have deepened since COVID-19, despite unprecedented support to maintain workers in jobs and as many workers who left the sector have not returned.

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This comes on the back of historical shortages in the sector, even in countries such as Austria, where numerically the tourism workforce has recovered beyond its levels in 2019, the sector still faces labour shortages and skills gaps.

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In 2022, IHG launched myWellbeing, a framework to support employees across a range of important areas, including their health, lifestyle and workplace.

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Continuing the good collaborative frameworks established through the COVID-19 pandemic can provide greater communication, consultation and co-ordination within government and with the private sector and education providers to create processes for smoother and well-established extensive collaboration and co-ordinated action.

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Following this positive experience, the focus is now moving to support smaller businesses with less than 20 employees in 2024.

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A core priority of Croatia’s Sustainable Tourism Development Strategy 2030 is to extend the season through the development of tourism products with high added value and through investments in public tourist infrastructure and promotion, including through targeting domestic tourism.

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Greece also announced the creation of the country’s first tourism academy in 2023, to offer contemporary tourism education, monitor the needs of the tourism market, and improve employment opportunities in the sector under government supervision.

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In the United Kingdom, a Hospitality and Tourism Skills Board was set up in 2021 as part of the Hospitality Strategy: Reopening, Recovery, Resilience.

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Governmental support for a private sector-led initiative in Switzerland In 2023, GastroSuisse launched a 5-point plan to create more skilled workers in the hospitality sector and better utilise the domestic labour potential.

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In Canada, a report on Barriers to Employment and Skills Mismatches examines the key workforce challenges facing the sector in the recovery from COVID-19 including the shift to more flexible work, the declining youth labour market and the need for specialised training for most tourism occupations.

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During the 2023 summer season, a former municipal campsite was converted into 80 residences dedicated to seasonal workers while a campaign to connect homeowners and seasonal workers secured housing for a further 32 employees, while units have also been reserved for tourism workers in new social housing projects.

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Norway: The National Tourism Strategy 2030 aims to ensure the tourism sector has access to staff with relevant and up-to-date skills.

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The Tourism and Hospitality Workforce Survey is the most detailed survey of tourism and hospitality employees and their employment conditions undertaken in New Zealand, with 902 valid responses covering all sub-sectors of hospitality and tourism industries.

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The Plan sets out 20 measures across five strategic areas, including a target to invest EUR 44 million to support sustainable tourism infrastructure.

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United States: The National Travel and Tourism Strategy 2022 aims to build a sector that is resilient to natural disasters, public health threats, and the impacts of climate change, and to build a sustainable tourism sector that protects natural resources, supports the tourism economy, and ensures equitable development.

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The measures broadly align with international standards and guidelines required by UN Tourism’s International Network of Sustainable Tourism Observatories (INSTO) initiative which now counts more than 40 active Observatories globally, and Colombia is exploring the development of additional data, tools, and indicators.

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Costa Rica has seven tourism sustainability indices (30 indicators) to assess the performance of regions with high tourism activity on the national Social Progress Index.

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To monitor and transparently communicate progress against the actions and indicators of the programme, Visit Finland published its first annual report State of Sustainable Tourism in May 2023, with the second edition published in June 2024.

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Based on the results, Visit Finland evaluates which indicators may need more ambitious thresholds, such as the share of companies actively supporting the protection, conservation and maintenance of local biodiversity, which decreased from 67% in 2022, to 41% in 2023 after more ambitious target setting.

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The initiative identified 109 measures across five pillars of sustainable tourism including the environment, international and domestic visitors, the economy, New Zealanders and our communities and regions.

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Data are currently only available for 54 of these measures with ongoing work required to compile new data, including on waste management, cultural heritage protection, community attitudes towards tourism, as well as infrastructure investment for resource management and (sustainable) transportation at regional level.

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An initial list of indicators was narrowed down to a short-list of 26 using a working group of experts in data, tourism, and science.

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To support these goals, the Strategy commits to a 50% reduction of carbon emissions by 2030 and to reduce annual transport emissions by 10% in addition to revenue and employment targets.

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Target setting in Slovenia’s Tourism Strategy 2022-28 The Slovenian Tourism Strategy 2022-28 defines 14 key impact indicators (25 metrics in total).

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At European level, the EU Tourism Dashboard provides opportunities for countries and regions to benchmark their progress across 19 common measures and a set of 13 basic descriptors.

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To support the vision set out in Malta’s Tourism Strategy 2021-30 Recover, Rethink, Revitalise, Malta is developing a set of sustainability indicators to be monitored by the Malta Tourism Authority and its Observatory.

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