Leisure Tourism: Spending to triple by 2040

14-08-25

Leisure tourism is emerging as one of the most dynamic economic sectors over the next two decades. According to the latest report from Boston Consulting Group (BCG), global spending in this segment will triple by 2040, rising from today’s 5 trillion dollars to an astonishing 15 trillion. This unprecedented growth will not be driven by the expansion of international travel, but rather by the remarkable boom in domestic trips (nearly 12 trillion dollars) and regional travel (over 2 trillion).

This surge in domestic and proximity tourism also reflects a geographical diversification of spending. BCG highlights that emerging markets—including China, India, Saudi Arabia, and Vietnam—will lead the growth. These countries are experiencing an accelerating dynamism in the tourism sector that outpaces traditional powerhouses such as the United States, the United Kingdom, and Germany.

The profile of the traveler of the future is undergoing a profound transformation. Millennials and Generation Z are at the forefront of a new tourist model, defined by strong digital connectivity, a search for purpose, social commitment, and a growing preference for solo travel. In fact, this mode has risen from 18% to 39% among travelers, driven by motivations such as access to cultural experiences, wellness retreats, or spiritual getaways.

New hybrid forms of tourism are also consolidating, such as “bleisure” (the combination of business and leisure), which are especially popular in Asia and the Middle East. In markets like China, India, and Saudi Arabia, more than 70% of travelers embrace this style, compared to only 15% to 30% in Western countries.

Types of getaways are also being reinvented. Beyond traditional destinations such as beaches or cities, interest is growing in offerings linked to culture, gastronomy, health, and wellness. Culinary tourism, for instance, is particularly relevant in Asia.

Technology is likewise transforming travel planning. The use of artificial intelligence in bookings and advisory services is already widespread in markets such as China (65%), India (59%), and Indonesia (58%). Even so, human interaction remains highly valued: between 79% and 85% of travelers in these regions continue to show a strong preference for personalized attention.

In response to this increasingly demanding, diverse, and digital traveler, BCG proposes several strategic recommendations for companies in the sector: first, gain a deep understanding of the traveler through data and artificial intelligence to anticipate their needs; second, connect emotionally via social media and authentic content; third, blend the digital with the human by incorporating chatbots and visibility in AI-powered search engines; and finally, redesign loyalty programs with rewards and experiences tailored to new ways of traveling.

This evolving landscape calls for tourism companies to rethink their strategies—marketing plans, loyalty programs, and on-site experiences—to meet a public full of new expectations. Adaptability, personalization, and technology are emerging as key factors to win over the hearts of these new travelers and capture the massive increase in spending: from the current 5 trillion to an impressive 15 trillion dollars by 2040.

In collaboration with:

This site uses cookies from Google to deliver its services and to analyze traffic. Information about your use of this site is shared with Google. By using this site, you agree to its use of cookies.

Legal notice