International travel is well and truly back, baby, with the industry about to hit pre-pandemic levels – and the Middle East has been flagged as a major contributor to tourism recovery. 

Around 1.1 billion travellers took an overseas vacation in the first nine months of 2024, according to the latest World Tourism Barometer by UN Tourism. That was around 98% of pre-pandemic levels and the remaining two percent is expected to be exceeded by the end of the year. 

The industry can applaud the efforts of Middle Eastern countries in attracting tourists and contributing to that growth, with international arrivals to the region up 29% compared to 2019. Go MENA! 

In fact, the Middle East is doing well in its tourism recovery that on an international scale, it’s making up for slower rebound in traditionally popular tourism regions such as Asia and Europe. 

“While a large number of destinations already exceeded pre-pandemic arrival numbers in 2023, or have done so in 2024, there is still room for recovery across several subregions and destinations,” the report read. “A slower rebound in parts of North-East Asia and Central Eastern Europe contrasts with strong results in all other European subregions, the Middle East, Central America and the Caribbean, where arrivals have surpassed pre-pandemic values.”

A total of 60 out of 111 destinations surpassed 2019 arrival numbers in the first eight-to-nine months of 2024, including Qatar which was up by an incredible 141%. Natalia Bayona, UN Tourism’s Executive Director, recently attributed the State’s tourism success to its extensive air network, modern infrastructure, investment in major international events and hospitality.

Saudi Arabia also exceeded 2019 tourism levels by an impressive 61% and even managed to meet its 2030 goal of 100 million visitors seven years ahead of schedule. The smashing result can be attributed to a mix of initiatives over the last few years including the roll out of electronic visas, inviting marketing campaigns, new flights to popular destinations, increase in religious pilgrimages and attracting more cruise ships.   

Zurab Pololikashvili, UN Tourism’s Secretary-General, welcomed the growth in tourism over the last few years, saying it’s all good news for economies around the world. 

“The fact that visitor spending is growing even stronger than arrivals has a direct impact on millions of jobs and small businesses and contributes decisively to the balance of payments and tax revenues of many economies,” he explained. 

Challenges ahead 

UN Tourism warned that despite the strong recovery in the tourism industry, challenges remain from an economic, geopolitical and climate perspective. 

Tourism operators, travel agents, hoteliers and other industry professionals are always at risk of being affected by industry impacts such as inflation which can reduce business by triggering high transport and accommodation prices. 

“Major conflicts and tensions around the world continue to impact consumer confidence, while extreme weather events and staff shortages are also critical challenges for tourism performance,” UN Tourism warned. 

While the industry is thriving 

Focus on upselling and locking in new business! 

Rihlat Travel News recently spoke to Meraj Quriesh, Founder of 365 Adventures who recommended industry professionals take advantage of the thriving industry by finding their niche. 

“Offering something distinct helps you stand out in the crowded tourism market during major events,” he explained. 

Once the buzz dies down, Meraj said maintaining momentum is important to continued business. He said while it can be tough, it’s possible to keep generating high bookings post-event. 

“Plan well in advance and treat last-minute bookings as bonuses,” he said. “Competition is fierce, so always be prepared.”