Travel Country Ranking

The travel boom, which had been halted due to the aftermath of COVID-19, is once again reviving. These days, many people around me are discussing travel, and I find myself imagining where to go. Acquaintances suggest going to Rome or Paris, emphasizing that it would be easier if English is used. Curious, I began to wonder about the scale of tourism in France and Italy and which countries rank as the top global destinations. To my surprise, Italy is lagging behind the United States and China. The global tourism ranking (as of 2019), announced by the United Nations World Tourism Organization (UNWTO), is as follows:

 

1st: France with 89.3 million annual visitors

 

2nd: Spain with 83.3 million visitors

 

3rd: USA with 79.4 million visitors

 

4th: China with 65.7 million visitors

 

5th: Italy with 64.1 million visitors

 

6th: Turkey with 51.7 million visitors

 

7th: Mexico with 41.7 million visitors

 

8th: Germany with 38.9 million visitors

 

9th: Thailand with 38.9 million visitors

 

10th: United Kingdom with 36.5 million visitors.

 

The ranking generally reflects the number of visitors, but in the case of Germany and Thailand, although their numbers are the same, they are ranked separately as 8th and 9th, considering other factors such as the average length of stay and expenditure of visitors. A few years ago, there was an article stating that Seoul, South Korea, was the most desired city for Thai nationals to visit. I am very curious about why Italy is lagging behind France and Spain. As for Korea's ranking, in 2019, it was 20th with 17.25 million visitors. Recent trends suggest a changing ranking, as various media outlets increasingly evaluate Korea's cultural competence.

While I understand that Switzerland is not included in the ranking, it's regrettable.

I like France and Italy most. So I compare with these two country.

 

France and Italy are considered global travel destinations due to their diverse charms, including history, culture, and cuisine. However, the reasons for Italy lagging behind the United States and China can be explained in several aspects

 

1. Diversity and Size: France is a large country that offers diverse attractions regionally, allowing visitors to enjoy rich culture and history not only in Paris but also in various cities and regions. In contrast, Italy, though smaller, has many historically significant cities distributed across its territory. The larger size and diversity of France may contribute to its higher number of visitors.

 

2. Marketing and Promotion: France has conducted powerful marketing and promotion in the global tourism industry. Paris, in particular, is famous as a romantic city, and through various advertisements and promotions, it has become a dream destination for many. Italy may not have invested as much in global marketing efforts compared to France.

 

3. Cultural Image: France is widely regarded as a center for global arts, literature, and music. While Italy also possesses excellent art and culture, the image of France as a cultural hub has been more prominently established worldwide.

 

4. Accessibility and Infrastructure: France has well-developed transportation and tourism infrastructure, making travel convenient and comfortable. This positive infrastructure may contribute to a higher number of visitors.

 

The reasons for Italy trailing behind the United States and China are likely multifaceted. However, these rankings can fluctuate over the years. In the case of South Korea, recent years have seen a rise in the cultural appeal, leading to an increase in the number of visitors. Travel preferences can change, influenced by various factors.