Thailand has emerged as a global tourism powerhouse in 2024, significantly outpacing other major destinations in both tourist arrivals and hotel occupancy. With over thirty five million international visitors and Bangkok’s hotel occupancy reaching 74% in the first half of the year, the country continues to dominate the tourism landscape.
While countries like the Netherlands, Canada, and Australia have shown steady growth, and Ireland has recorded an impressive 90.5% hotel occupancy rate, none come close to Thailand in sheer visitor numbers. In contrast, Russia lags far behind, with only approx. two million foreign tourists, facing geopolitical and economic challenges that have hindered its tourism industry.
So, what is driving Thailand’s dominance in global tourism? The answer lies in its diverse attractions, affordability, world-class hospitality, and strong government support. From bustling cities and ancient temples to stunning beaches and vibrant nightlife, Thailand offers something for every type of traveler. Additionally, the country’s pro-tourism policies, visa relaxations, and aggressive marketing campaigns have played a crucial role in boosting its tourism sector.
As global travel continues to recover, Thailand sets the standard for success, while other nations strive to enhance their tourism appeal. This article explores how each of these countries has performed in 2024, comparing their visitor numbers, hotel occupancy rates, and key factors influencing their tourism growth.
Thailand has firmly established itself as a top global travel destination, significantly outpacing other countries in both tourist arrivals and hotel occupancy rates in 2024. With a staggering over thirty five million visitors, the country continues to attract travelers worldwide, thanks to its diverse attractions, affordable travel options, and well-developed hospitality industry.
A key indicator of Thailand’s tourism success is the hotel occupancy rate in Bangkok, which reached 74% in the first half of 2024, marking a 4.8 percentage point increase compared to the same period in 2023. This growth highlights the increasing demand for accommodation, particularly in the capital city, which remains a hotspot for international tourists. The rise in occupancy suggests not only a surge in tourism but also a strong recovery from the pandemic’s impact.
Several factors contribute to Thailand’s dominance in global tourism. The country’s pristine beaches, vibrant nightlife, rich cultural heritage, and world-renowned street food attract travelers of all types, from budget backpackers to luxury seekers. Moreover, Thailand’s government has implemented pro-tourism policies, including visa relaxations and aggressive marketing campaigns, further fueling its appeal.
With its booming tourism industry, Thailand continues to set benchmarks in global travel, leaving behind major destinations such as the Netherlands, Canada, South Africa, Australia, Ireland, Argentina, Brazil, and Russia. The country’s ability to sustain such high numbers in both tourist arrivals and hotel occupancy proves its resilience and unparalleled appeal in the international travel landscape.
Thailand – The Land of Smiles and Endless Adventures
Bangkok – Temples, Markets, and Sky-high Views
Must-Do: Visit the Grand Palace and Wat Phra Kaew, shop at Chatuchak Market, take a boat ride along the Chao Phraya River.
Places to Visit: Grand Palace, Wat Arun, Floating Markets, Khao San Road, Jim Thompson House.
Phuket – Paradise Beaches and Island Hopping
Must-Do: Relax on Patong Beach, go island hopping to Phi Phi Islands, experience the nightlife at Bangla Road.
Places to Visit: Phi Phi Islands, Big Buddha, James Bond Island, Kata Noi Beach, Phuket Old Town.
Chiang Mai – Ancient Temples and Nature Retreats
Must-Do: Explore the ancient temples, visit an ethical elephant sanctuary, enjoy the Night Bazaar.
Places to Visit: Wat Phra That Doi Suthep, Elephant Nature Park, Sunday Night Market, Chiang Mai Old City.
Netherlands: Strong Tourism Growth with Rising Hotel Occupancy
The Netherlands remains a popular European destination, attracting over twenty one million visitors in 2024. Known for its picturesque canals, vibrant cultural scene, and historic landmarks, the country continues to draw tourists from around the world.
A key indicator of the Netherlands’ tourism performance is its hotel occupancy rate, which reached 72.6% in 2024, reflecting a modest increase from 71.6% in 2023. This steady growth highlights the resilience of the Dutch tourism sector, despite economic challenges and global competition. Cities like Amsterdam remain the focal point of tourism, with high visitor traffic to iconic attractions such as the Rijksmuseum, Anne Frank House, and Van Gogh Museum.
The Dutch tourism sector benefits from efficient public transportation, a well-preserved cultural heritage, and a strong events calendar that attracts visitors year-round. Additionally, the country’s appeal extends beyond Amsterdam, with cities like Rotterdam, Utrecht, and The Hague gaining traction among international tourists.
While the Netherlands’ tourism industry is growing steadily, its occupancy rate still lags behind Thailand’s 74% and Ireland’s 90.5%, showing room for further expansion. However, with continued investments in tourism infrastructure and sustainability initiatives, the Netherlands remains a key player in Europe’s travel industry.
Netherlands – Canals, Culture, and Cutting-Edge Cities
Amsterdam – Art, History, and Biking Through the Streets
Must-Do: Tour the Rijksmuseum, cruise the canals, explore the Anne Frank House.
Places to Visit: Van Gogh Museum, Dam Square, Jordaan District, Vondelpark, Red Light District.
Rotterdam – Modern Architecture and Vibrant Nightlife
Must-Do: Visit the Cube Houses, stroll through the Markthal, take in city views from the Euromast Tower.
Places to Visit: Erasmus Bridge, Delfshaven, Museum Boijmans Van Beuningen, Rotterdam Zoo.
Utrecht – Hidden Gems and Picturesque Canals
Must-Do: Explore the Dom Tower, take a boat tour through the Old Canal, visit the Railway Museum.
Places to Visit: Rietveld Schröder House, Centraal Museum, Castle De Haar, Wilhelminapark.
Canada: Modest Growth in Tourism with Stable Hotel Occupancy
Canada welcomed approx. twenty million visitors in 2024, maintaining its status as a major international travel destination. Known for its breathtaking landscapes, vibrant cities, and diverse cultural experiences, Canada continues to attract a steady stream of tourists.
Despite this strong tourism presence, the national hotel occupancy rate stood at 65.7% in 2024, reflecting only a 0.1% increase from 2023. While this suggests stability in the hospitality sector, it also highlights the challenges of achieving higher occupancy rates, especially in a country with vast geographical diversity and seasonal travel fluctuations.
Major cities like Toronto, Vancouver, and Montreal remain tourism hubs, benefiting from international events, business travel, and cultural festivals. Canada’s appeal is also strengthened by its national parks, ski resorts, and iconic natural wonders like Niagara Falls and Banff National Park. However, the tourism industry faces hurdles such as high travel costs, visa regulations, and the strong Canadian dollar, which may deter some international visitors.
Compared to Thailand’s booming tourism industry and higher hotel occupancy rates, Canada’s growth remains moderate. However, with continued investments in sustainable tourism and marketing campaigns, the country aims to enhance its global appeal and boost occupancy rates in the coming years.
Canada – Nature, Culture, and Iconic Skylines
Toronto – Towering Heights and Multicultural Vibes
Must-Do: Visit the CN Tower, explore the Distillery District, take a day trip to Niagara Falls.
Places to Visit: Royal Ontario Museum, St. Lawrence Market, Casa Loma, Toronto Islands.
Vancouver – Breathtaking Mountains and Coastal Beauty
Must-Do: Walk the Capilano Suspension Bridge, cycle around Stanley Park, explore Granville Island.
Places to Visit: Gastown, Grouse Mountain, Science World, Queen Elizabeth Park.
Montreal – French Charm, Festivals, and Culinary Delights
Must-Do: Wander through Old Montreal, visit Notre-Dame Basilica, enjoy the food scene at Jean-Talon Market.
Places to Visit: Mount Royal, Montreal Museum of Fine Arts, Biodome, Botanical Garden.
South Africa: Steady Tourism Recovery with Improving Hotel Occupancy
South Africa remains a top travel destination in Africa, attracting approx. nine million visitors in 2024. Known for its breathtaking landscapes, diverse wildlife, and rich cultural heritage, the country continues to recover from the pandemic’s impact on global tourism.
While specific national hotel occupancy rates for 2024 have not been detailed, reports indicate that 4-star hotels achieved an average occupancy rate only 1 percentage point below 2019 levels during the first five months of the year. This suggests that the hospitality sector is nearing pre-pandemic occupancy levels, reflecting a positive trend in the country’s tourism industry.
South Africa’s tourism success is driven by attractions such as Kruger National Park, Cape Town’s Table Mountain, the Winelands, and Johannesburg’s vibrant urban culture. The country’s safaris, adventure tourism, and scenic coastal routes continue to draw international visitors.
However, challenges such as safety concerns, economic instability, and infrastructure issues still impact the growth of the tourism sector. Despite these obstacles, South Africa remains a competitive destination, and with continued investment in tourism marketing and security measures, it has the potential to boost hotel occupancy rates and overall visitor numbers in the coming years.
South Africa – Safaris, Sunsets, and Stunning Landscapes
Cape Town – Mountains, Beaches, and Wine Country
Must-Do: Hike up Table Mountain, visit Robben Island, explore the V&A Waterfront.
Places to Visit: Cape of Good Hope, Bo-Kaap, Kirstenbosch National Botanical Garden, Boulders Beach.
Johannesburg – Urban Culture and Historical Landmarks
Must-Do: Tour the Apartheid Museum, visit Soweto and Mandela’s House, explore the Maboneng Precinct.
Places to Visit: Constitution Hill, Gold Reef City, Lion Park, Neighbourgoods Market.
Kruger National Park – Big Five Safaris and Wilderness Adventures
Must-Do: Go on a Big Five safari, take a guided night drive, enjoy luxury lodge stays.
Places to Visit: Sabi Sands Game Reserve, Olifants River, Skukuza Rest Camp, Panorama Route.
Australia: Strong Tourism Rebound with Growing Hotel Occupancy
Australia continues to be a major travel destination, welcoming over eight million visitors in 2024. With its unique wildlife, stunning landscapes, and vibrant cities, the country remains a favorite for both leisure and business travelers.
A key indicator of Australia’s tourism recovery is its national hotel occupancy rate, which stood at 70.4% for the first nine months of 2024. In September alone, occupancy reached 72.7%, reflecting a steady increase in travel demand. Major cities such as Sydney, Melbourne, and Brisbane have seen rising occupancy rates, fueled by international arrivals, business events, and cultural festivals.
Australia’s tourism success is largely driven by its world-famous attractions, including the Great Barrier Reef, Uluru, Bondi Beach, and the Sydney Opera House. The country also benefits from a strong domestic tourism market, which supplements international arrivals.
Despite its positive tourism growth, long-haul travel costs and visa requirements remain barriers for some visitors. Compared to Thailand’s booming tourism and higher hotel occupancy, Australia has room for further expansion. However, with continued government efforts to promote sustainable tourism and major global events scheduled in the coming years, Australia’s hospitality industry is expected to maintain steady growth.
Australia – Sun, Surf, and Spectacular Scenery
Sydney – Iconic Landmarks and Coastal Wonders
Must-Do: See the Sydney Opera House, walk across the Harbour Bridge, relax at Bondi Beach.
Places to Visit: Darling Harbour, Taronga Zoo, Blue Mountains, Royal Botanic Gardens.
Melbourne – Coffee Culture and Creative Lanes
Must-Do: Explore the street art in Hosier Lane, visit the Queen Victoria Market, take a Great Ocean Road trip.
Places to Visit: Federation Square, St. Kilda Beach, Yarra River, Melbourne Zoo.
Brisbane – Riverfront Charm and Wildlife Encounters
Must-Do: Visit South Bank Parklands, explore the Lone Pine Koala Sanctuary, take a river cruise.
Places to Visit: Story Bridge, Mount Coot-tha Lookout, Queensland Museum, Roma Street Parkland.
