China Surpasses US as World’s Biggest Tourism Spender

By Georgia Konidari

In 2023, Chinese tourists outspent their American counterparts by $46 billion, according to the latest United Nations Tourism report. Overall, China allocated $196 billion to international travel compared to $150 billion by U.S. travelers. 

Despite industrywide complications stemming from the COVID-19 pandemic, UN Tourism states international travel receipts — the amount of money international travelers spend within one country — eclipsed pre-pandemic levels in many regions. UN Tourism findings highlight China’s position as the global outbound tourism leader, however, the U.S. beat China in international travel receipts, earning $176 billion from visitors in 2023.

Travel trends among two of the world’s largest economies set the stage for a closer look at the top 10 tourism spenders and the factors shaping their travel habits.

China

China consistently ranks as the world’s largest tourism spender. In 2023, Chinese citizens traveling internationally spent over $196 billion on international tourism. This figure remains below the $254 billion spent on tourism in 2019, with the slowdown reflecting the COVID-19 pandemic. With a population of over 1.4 billion, China’s dominance remains unchallenged. 

Popular destinations for Chinese citizens include the United States, Europe, and neighboring Asian countries like Thailand, Japan, and South Korea. Notably, Chinese tourists often buy luxury goods abroad due to perceived better quality, further boosting economic impact. 

United States

The U.S. follows closely, spending approximately $150 billion on outbound tourism in 2023. Statista names Mexico, Canada, the United Kingdom, and Italy as the most popular international tourist destinations for Americans.

“I prefer International vacations when we can,” says Alex Caspero, traveler at Delish Knowledge. “The hardest part is finding enough vacation time to justify the longer flights and time zone changes. I find that traveling outside the US is usually significantly less expensive, outside the cost of flights. I just spent 11 days in Japan this fall, and my dining expenses were a fraction of what they would have cost at home.”

A survey says 40% of Americans preferred road trips in 2024, and travel accessibility is likely a critical factor in this figure. The country is so vast and diverse that citizens don’t have to leave the contiguous U.S. — for some, even their home state — to find new, bustling cities and natural wonders. Travel writer Tiffany McCauley at Slappy Toad explains her appreciation for domestic travel, saying, “I like domestic vacations just for their proximity. It’s not as big of a deal to go somewhere close by. But I actually prefer international trips because they feel like more of a vacation. New cultures, food, and language always feel like a bigger break, even if it takes some extra effort.”

Germany

Germany is the third-largest spender, just behind the United States, with approximately $112 billion spent on tourism yearly. Its centralized location, combined with excellent transportation systems, makes it a hub for European travel. German citizens can reach most of Europe in only a few hours by plane, train, and bus.

Germany’s largest airports offer direct flights to many destinations around the globe. Statista reports the average German citizen spent $1,482 per trip in 2023, a significant increase from $989 in 2020, though COVID-19 lockdowns slowed travel worldwide.

United Kingdom

Despite its relatively small population of 67 million — 266 million fewer than the U.S. — the United Kingdom still spends $110 billion on tourism annually. Interestingly, the U.K.’s tourism spending rivals that of Germany despite a population difference of about 17 million. 

France

France is the most-visited country in the world, according to World Population Review, and paradoxically spends relatively less on tourism. In 2023, the country collectively spent $49 billion on international travel but brought in $70 billion. More than 117 million people visit France yearly to explore and experience French culture — historic attractions, charming cities, and seaside towns — but its likely that same culture that keeps France’s outbound tourism spending low.

Australia

Australia is the sixth-largest tourism spender in the world, says a Statista report. In 2023, Australian citizens spent a reported $42.7 billion on tourism, which is impressive considering Australia only has 26 million citizens compared to France’s 68 million.

According to Forbes, Australians are one of the world’s most prolific travelers despite the country’s increasing interest rates. Australians often choose to travel to long-haul destinations, such as the U.K., Europe, and Southeast Asia.

Peter Kanellos, an aviation operations professional based in Sydney, shares his take on the challenges of long-haul travel from Australia. “The sad reality is that living in Australia means long-haul travel is almost unavoidable,” Peter explains. “The closest destinations worth visiting are in Southeast Asia—places like Bali, Thailand, and Vietnam—all of which are incredible but still require flights of 8 hours or more. So, as much as I dislike long-haul travel, it’s something you just have to deal with.”

Canada 

Canada spent $39 billion on tourism in 2023. Despite Canada being the second-largest country in the world, it is only home to a population of 39 million. While its overall expenditure is smaller compared to other countries like China and the U.S., Canadians spent USD 52.4 (CAD 73.5) billion on domestic travel in 2023, according to Statistics Canada. Popular destinations for Canadians include the U.S., Mexico and European countries. 

Italy

Over 5 million Italian citizens travel abroad monthly, and in 2023, they spent $34 billion on outbound tourism. Popular destinations include Spain, the U.K., the U.S., and France. Notably, many Italians choose to vacation domestically and enjoy the cultural attractions, beaches, and cuisine that make their country a global tourism hot spot.

India

In 2023, travelers from India spent more than $33 billion on tourism. Experts project the figure to rise dramatically by the end of 2024, a shift reflecting its growing middle class. In fact, the Financial Times reports India could soon surpass Canada, Australia, and France to become the world’s fifth-biggest outbound tourism market. 

It’s worth noting that India is the world’s most populous country, with over 1.4 billion citizens. According to Statista, the top destinations for Indian travelers are the United Arab Emirates, Saudi Arabia, the United States, and Singapore.

Russia

Russia spent $33 billion on tourism in 2023. Russian citizens made approximately 23 million outbound tourist trips, a 48% decrease compared to the 45 million trips of 2019. Geopolitical tensions have restricted Russian citizens from traveling. The most commonly visited destinations are Turkey, Kazakhstan, and the United Arab Emirates. These restrictions have changed the Russian travel trends with fewer trips to Europe and a focus on Asia and the Middle East.