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: Leading the Global Tourism Surge with Record Arrivals and Hotel Occupancy

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.

Ireland: Record-Breaking Hotel Occupancy Amid Tourism Boom

Ireland continues to experience a strong tourism surge, welcoming approx. seven million visitors in 2024. With its rich history, scenic landscapes, and lively cultural scene, the country remains a favorite destination for travelers from Europe and beyond.

One of the most striking tourism indicators for Ireland in 2024 was its hotel occupancy rate, which reached 90.5% in August, the highest level recorded since the pandemic. This exceptional figure highlights the country’s ability to attract visitors even amid increasing global competition. Cities like Dublin, Galway, and Cork have witnessed high demand for accommodations, driven by music festivals, sporting events, and cultural tourism.

Ireland’s appeal is rooted in its iconic sites, including the Cliffs of Moher, the Ring of Kerry, the Giant’s Causeway, and historic castles. Additionally, the country’s vibrant pub culture and traditional music scene continue to be major draws for international visitors.

However, the surge in tourism has also raised concerns about rising accommodation costs and availability issues in major cities. Compared to Thailand, which has both high visitor numbers and strong occupancy rates, Ireland’s hotel sector is performing exceptionally well in terms of percentage occupancy, but at a smaller scale in absolute visitor numbers.

With tourism on the rise and visitor demand remaining strong, Ireland is set to maintain its position as a top European travel destination, provided it manages infrastructure challenges and keeps accommodation costs competitive.

Ireland – Castles, Cliffs, and Cozy Pubs

Dublin – Historic Streets and Guinness Tastings

Must-Do: Tour the Guinness Storehouse, explore Trinity College Library, visit Temple Bar.
Places to Visit: St. Patrick’s Cathedral, Dublin Castle, Phoenix Park, Kilmainham Gaol.

Galway – Music, Markets, and Coastal Magic

Must-Do: Walk along the Salthill Promenade, explore the Latin Quarter, visit the Cliffs of Moher.
Places to Visit: Eyre Square, Galway Cathedral, Spanish Arch, Connemara National Park.

Cork – Foodie Paradise and Storybook Landscapes

Must-Do: Kiss the Blarney Stone, visit the English Market, tour the Jameson Distillery.
Places to Visit: Cork City Gaol, Fitzgerald Park, Spike Island, Blackrock Castle.

Argentina: Slow but Steady Tourism Growth with Improving Hotel Occupancy

Argentina welcomed approx. seven million visitors in 2024, maintaining its appeal as a key destination in South America. Known for its tango culture, diverse landscapes, and vibrant cities, the country continues to attract international tourists, though its tourism recovery has been slower compared to other nations.

A key indicator of Argentina’s tourism performance is its hotel occupancy rate in Buenos Aires, which reached 39.9% in November 2024, up from 33.9% in October. While this reflects an improvement, it remains relatively low compared to other global destinations. The country’s economic challenges, inflation, and fluctuating exchange rates have impacted both domestic and international travel demand.

Despite these hurdles, Argentina remains a bucket-list destination for travelers seeking experiences such as Patagonia’s breathtaking glaciers, Iguazu Falls, and Mendoza’s renowned wine regions. Buenos Aires, with its rich European-style architecture, vibrant nightlife, and historic neighborhoods like San Telmo and La Boca, remains the country’s main tourism hub.

Compared to Thailand’s booming tourism industry and higher occupancy rates, Argentina still has significant ground to cover. However, the country’s affordability due to currency devaluation has made it an attractive destination for international travelers looking for budget-friendly luxury experiences. If economic stability improves, Argentina has the potential to see stronger growth in both tourist arrivals and hotel occupancy in the coming years.

Argentina – Tango, Wine, and Natural Wonders

Buenos Aires – Passion, Dance, and European Flair

Must-Do: Watch a tango show in San Telmo, visit La Boca’s colorful streets, explore Recoleta Cemetery.
Places to Visit: Plaza de Mayo, Obelisco, Puerto Madero, Teatro Colón.

Mendoza – World-Class Wines and Andean Adventures

Must-Do: Take a wine-tasting tour, go hiking in the Andes, relax in thermal hot springs.
Places to Visit: Aconcagua Park, Plaza Independencia, Cacheuta Hot Springs, Uco Valley Vineyards.

Bariloche – Swiss Charm and Outdoor Thrills

Must-Do: Ski in the winter or hike in the summer, take a boat tour of Nahuel Huapi Lake, enjoy Swiss-style chocolate.
Places to Visit: Cerro Catedral, Llao Llao Hotel, Circuito Chico, Isla Victoria.

Brazil: Growing Tourism with Moderate Hotel Occupancy Rates

Brazil remains a key player in South American tourism, attracting approx. seven million visitors in 2024. With its stunning beaches, vibrant festivals, and rich cultural heritage, the country continues to be a major draw for international travelers.

Despite its strong tourism appeal, Brazil faces challenges in maximizing hotel occupancy rates. While exact national figures for 2024 are not detailed, the country’s major cities, including Rio de Janeiro, São Paulo, and Salvador, have seen fluctuations in hotel occupancy due to seasonal tourism trends and economic factors. Carnival and New Year’s Eve celebrations drive peak occupancy, while other periods experience lower demand.

Brazil’s top attractions, such as Christ the Redeemer, Sugarloaf Mountain, the Amazon Rainforest, and the beaches of Bahia, make it a diverse travel destination. The country’s ecotourism sector is also growing, with travelers seeking experiences in the Pantanal wetlands and Iguazu Falls.

Compared to Thailand’s consistent tourism boom and high hotel occupancy, Brazil still faces obstacles, including security concerns, infrastructure limitations, and economic instability, which can impact tourist confidence. However, with ongoing investments in tourism marketing, security improvements, and sustainability initiatives, Brazil has the potential to increase both visitor numbers and hotel occupancy rates in the coming years.

Brazil – Samba, Sun, and Stunning Coastlines

Rio de Janeiro – Beaches, Christ the Redeemer, and Carnival Fever

Must-Do: Visit Christ the Redeemer, relax on Copacabana Beach, take a cable car to Sugarloaf Mountain.
Places to Visit: Maracanã Stadium, Selarón Steps, Tijuca National Park, Ipanema Beach.

São Paulo – Art, Architecture, and Urban Buzz

Must-Do: Explore Ibirapuera Park, visit the São Paulo Museum of Art, experience the nightlife in Vila Madalena.
Places to Visit: Mercado Municipal, Batman Alley, Paulista Avenue, Cathedral da Sé.

Salvador – Colorful Culture and Afro-Brazilian Heritage

Must-Do: Walk through the historic Pelourinho district, enjoy a Bahian seafood meal, visit the Church of São Francisco.
Places to Visit: Elevador Lacerda, Itapuã Beach, Farol da Barra, Mercado Modelo.

TTW Editor in Chief Mr. Anup Kumar Keshan said: “It’s fascinating to see how Thailand continues to dominate global tourism with its high visitor numbers and strong hotel occupancy rates. While countries like Ireland and the Netherlands are seeing impressive growth in occupancy, Thailand’s ability to attract millions more tourists highlights the impact of strong marketing, affordability, and diverse travel experiences. As global travel trends continue to evolve, it will be interesting to see how other nations adapt to compete with Thailand’s success in the coming years.”

Russia: Low Tourism Numbers Amid Challenges

Russia saw approx. two million foreign visitors for tourism in 2024, making it the lowest among the countries compared in this analysis. Despite its vast size and rich cultural heritage, Russia’s tourism industry has faced significant hurdles in recent years.

One of the primary challenges affecting Russia’s tourism sector is ongoing geopolitical tensions, visa restrictions, and international sanctions, which have limited the influx of Western tourists. While some regions, such as Moscow and St. Petersburg, continue to attract visitors due to their historical landmarks like the Kremlin, Red Square, and the Hermitage Museum, overall numbers remain significantly lower compared to pre-pandemic levels.

Hotel occupancy rates for Russia in 2024 have not been widely reported, but given the decline in international arrivals, it is likely that occupancy remains below major global tourism destinations. Domestic tourism has partially compensated for the loss of international visitors, with Russian travelers opting for local destinations such as Sochi, Lake Baikal, and the Golden Ring cities.

Compared to Thailand, which leads with over thirty five million tourists, Russia’s tourism industry has a long way to go in regaining its former strength. While the country remains an attractive destination for history and culture enthusiasts, its ability to attract foreign tourists will largely depend on political stability, visa policy changes, and improved global relations.

Russia – Grand Palaces, Historic Streets, and Snowy Splendor

Moscow – Red Square, Cathedrals, and Timeless Grandeur

Must-Do: Explore Red Square and the Kremlin, visit St. Basil’s Cathedral, see the Bolshoi Theatre.
Places to Visit: Gorky Park, Lenin’s Mausoleum, Tretyakov Gallery, Moscow Metro Stations.

St. Petersburg – Imperial Beauty and World-Class Museums

Must-Do: Tour the Hermitage Museum, walk along Nevsky Prospekt, visit Peterhof Palace.
Places to Visit: Church of the Savior on Spilled Blood, Russian Museum, Mariinsky Theatre, Catherine Palace.

Sochi – Black Sea Bliss and Winter Wonderland

Must-Do: Relax on the Black Sea beaches, explore the Rosa Khutor ski resort, visit Stalin’s Dacha.
Places to Visit: Sochi Arboretum, Olympic Park, Agura Waterfalls, Krasnaya Polyana.

Thailand is outpacing Netherlands, Canada, South Africa, Australia, Ireland, Argentina, Brazil, and Russia in tourism with record tourist arrivals (over thirty five million) and high hotel occupancy (74% in Bangkok) due to its diverse attractions, affordability, strong government support, and pro-tourism policies. Meanwhile, other nations face slower growth due to economic challenges, visa restrictions, or geopolitical factors.

Thailand’s Unmatched Tourism Growth in 2024

Thailand has firmly established itself as a global tourism leader, surpassing countries like the Netherlands, Canada, South Africa, Australia, Ireland, Argentina, Brazil, and Russia in both visitor numbers and hotel occupancy rates. With over thirty five million international arrivals and a 74% hotel occupancy rate in Bangkok, the country continues to thrive, driven by its rich cultural experiences, affordable travel options, and strong government support for tourism.

While other nations have shown steady growth—such as Ireland’s record 90.5% hotel occupancy and Australia’s improving numbers—many still face challenges like economic instability, visa restrictions, or fluctuating demand. Russia, in particular, lags significantly behind due to geopolitical factors affecting its tourism sector.

As global travel continues to recover, Thailand’s success serves as a model for effective tourism policies and infrastructure development. For other nations to compete, they will need to enhance their marketing strategies, improve accessibility, and invest in sustainable tourism initiatives. Moving forward, Thailand’s dominance in global tourism looks set to continue, reinforcing its status as a must-visit destination.

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