1.1 Current State of the Tourism Market

The "World Tourism Economic Trends Report (2023)" reveals that the global tourism market experienced a significant recovery in 2023. The report indicates that the total number of global tourist trips reached 10.78 billion, with total revenue expected to hit $5 trillion, showcasing a robust growth trend. Notably, the growth rate of global international tourism revenue far outpaced that of global trade, with developed economies showing a more pronounced recovery in tourism compared to emerging economies.

Currently, the focus of tourism development is gradually shifting from quantity expansion to quality improvement. Innovation has become the core driving force behind further development in the global tourism industry, reshaping the new landscape of the global tourism market. This transformation is reflected not only in the innovation of tourism products and services but also in the innovation of tourism management and marketing strategies.

Tourism's contribution to GDP extends beyond its own sector. The modern tourism industry is highly integrated, involving multiple sectors such as transportation, accommodation, dining, entertainment, retail, advertising, and cultural arts. This cross-sector integration makes tourism a significant component of the global economy.

The World Travel & Tourism Council (WTTC) recently announced that the global tourism industry is expected to reach a historic high of $11.1 trillion in 2024. Over the next decade, tourism is projected to contribute up to $16 trillion to global economic growth, accounting for 11.4% of the global economy. This forecast highlights the potential and influence of the tourism industry as a crucial pillar of the global economy.

The WTTC and Oxford Economics report emphasizes the critical role of tourism in driving global economic growth and job creation. The report notes that the tourism industry contributed over $9.9 trillion in 2023, accounting for approximately 9.1% of global GDP. International tourist spending reached $1.63 trillion, providing a strong boost to global economic growth. Additionally, tourism generated 348 million jobs worldwide, making a significant contribution to the global job market. Over the next decade, the number of jobs related to tourism is expected to increase, further enhancing its role in the global employment market.

To effectively promote the tourism industry, T20 countries have implemented various strategies, including developing tourism growth strategies, introducing fiscal and financial support policies, promoting digital transformation in tourism, establishing tourism development funds, and organizing promotional activities. Key global tourist cities are using various methods such as tax cuts, subsidies, festivals, service upgrades, technological innovation, and marketing promotions to achieve more resilient and sustainable tourism development.

Country	Actions Taken
USA	Launched the National Travel and Tourism Strategy, initiating a five-year tourism recovery plan.
China	Introduced multiple tourism recovery support policies.
Germany	Promoted the digital transformation of the tourism industry.
UK	Implemented a package of measures to boost tourism recovery.
France	Released a new ten-year "France Destination Development Plan."
Italy	Published the "2023-2027 Tourism Strategy Plan."
Mexico	Achieved significant results with economic stabilization policies.
Japan	Proposed six major recovery guidelines for 2022.
Spain	Allocated €3.4 billion for the digital and sustainable transformation of tourism projects.
Australia	Established a special task force for tourism reboot.
Brazil	Actively promoted Brazilian tourism overseas.
Canada	Provided CAD 1 billion in funding to help tourism recover.
India	Announced the "Heal in India" plan to promote inbound medical tourism.
Turkey	Introduced a series of policies to boost tourism recovery.
Austria	Lifted restrictions while closely monitoring tourism market trends.
Switzerland	Organized a series of promotional activities to expand the Chinese market.
Russia	Launched the "Cashback Tourism" project.
Philippines	Further relaxed entry requirements to promote inbound tourism.
South Korea	Implemented a tourism reboot strategy.
Thailand	Formulated the "2023-2027 Tourism Development Strategy."

The WTTC predicts that by 2033, the tourism industry will become a $15.5 trillion sector, accounting for over 11.6% of global GDP. Tourism has become an indispensable lifestyle for modern humanity.