World Tourism Trends

In 2025, global travel and tourism are expected to contribute about **$11.7 trillion** to the world economy, roughly **10.3% of global GDP**, exceeding pre‑pandemic levels. The sector is also projected to support around **371 million jobs worldwide**, more than the entire population of the United States.

This rebound is not evenly spread. While demand is strong overall, some major economies show slower momentum or lagging international visitor spending. Still, consumer intent is solid: surveys indicate most people plan multiple domestic and international trips in 2025, underscoring that the desire to travel remains extremely resilient.

Concerns about **overtourism** and **extreme weather** are pushing travelers to rethink destination choices. In a 2024 European survey, over a quarter of respondents said they plan to avoid overcrowded destinations in their upcoming trips.

This is fueling demand for lesser-known places and **“coolcations”**—holidays in colder or milder climates to escape heatwaves. Searches for “cooler holidays” have surged, and destinations such as Iceland, Scotland, parts of Canada, and even remote regions like Svalbard or Kyrgyzstan are gaining traction. For tourism businesses in cooler or shoulder‑season locations, this shift opens new opportunities to spread demand beyond traditional beach summers.

Travel in 2025 is increasingly **purpose-driven**, with people planning trips around specific passions or once‑in‑a‑lifetime events. Music tourism has exploded, boosted by global mega‑tours and major festival calendars, and is expected to keep growing with big reunion tours and headline events.

Beyond music, **sports tourism** (marathons, cycling, major matches), **wellness trips** focused on mental and physical health, and **noctourism**—nighttime experiences like stargazing and watching rare cosmic events—are all on the rise. Travelers want immersive, authentic moments: local markets, cooking classes, rural stays, and nature-based retreats now compete with traditional sightseeing as primary trip motivators.

High-income travelers are shaping global demand: although they represent a small slice of the population, they account for up to a quarter of all travel spending. Many are from emerging markets and increasingly choose destinations in other emerging economies that offer distinctive culture, natural beauty, and elevated but authentic experiences.

At the same time, **Gen Z and Millennials** are leading trends like sustainable tourism, **solo travel**, workations and “bleisure” (business + leisure) trips, and agritourism. They expect personalization, seamless digital booking, and accommodations that feel safe, social, and flexible—preferences that are forcing hotels and destinations to rethink design, pricing, and services.

Regions such as the **Middle East** are emerging as tourism powerhouses, combining massive investment with ambitious destination strategies. Saudi Arabia, for example, is projected to see travel and tourism contribute more than 10% of its GDP in 2025, reaching record levels of visitor spending and employment.

Asia-Pacific is similarly ascendant, with cities like Tokyo topping trending destination lists, driven by longer stays and experience-rich itineraries. Meanwhile, the U.S. remains the world’s largest travel and tourism market but faces softer international visitor numbers compared with 2019, highlighting how competition for global tourists is intensifying.