Global tourism: an unstoppable engine

05-11-25

The global travel industry is poised for a notable take-off in the coming years, according to the report unveiled on the opening day of WTM London 2025. The document—the Global Travel Report, produced by Tourism Economics for WTM London together with Oxford Economics—foresees tourism growing at an annual rate of 3.5% through 2035, outpacing the estimated growth of the world economy, put at around 2.5%. This momentum positions tourism as one of the most dynamic sectors of the international economy, with an increasingly relevant role in generating global wealth.

According to the report, by 2035 tourism could generate more than 16 trillion dollars, roughly equivalent to 12% of global GDP. This forecast reinforces the idea that travel and tourism are not only recovering from the pandemic shock but entering an expansionary phase with new dynamics transforming both supply and demand. In 2025, international arrivals are expected to exceed 1.5 billion travelers, overtaking the figures recorded in 2019.

The report identifies several trends driving this growth. One is the increase in length of stay, especially in regions such as the Middle East, where visits are 66% longer than before the pandemic. This extension also responds to strong investment in tourism infrastructure in emerging destinations that are gaining prominence and broadening their offerings to attract travelers seeking different experiences. Another decisive factor is climate change, which is reshaping traveler motivations: phenomena like extreme heatwaves and wildfires are pushing trips outside the traditional high season and boosting cooler, less crowded destinations such as Sweden, Norway, and Finland—countries expected to see growth of up to 9% in 2025.

The “gigtripping” phenomenon—travel driven by major concerts or global events—also stands out as a fast growth lever: the report indicates that the live events industry will expand by nearly 6% annually over the next five years, outpacing the rest of the tourism industry. The traveler profile is evolving too: more than ever, visitors seek authentic experiences, immersion in local culture, regional gastronomy, and an escape from overcrowded hotspots. The demand to “live the place” rather than simply “visit the place” marks a shift in the very conception of tourism.

Technology emerges as a key transformer: from messaging apps and chatbots that deliver more personalized information, to artificial-intelligence tools that inspire and plan trips, to airports moving toward fully automated passenger controls via biometrics. In parallel, supply across the sector is strengthening: airlines have placed orders for more than 15,000 new aircraft from manufacturers such as Airbus and Boeing; the cruise industry expects to surpass 38 million passengers in 2025 with 15 new ships entering service; and the hotel sector will add more than half a million new rooms, with an additional one million under construction.

Even so, the report adopts a prudent tone regarding specific challenges. For example, international arrivals to the United States could fall by 6% in 2025 and may not recover pre-pandemic levels until 2029. This decline is associated with new trade policies, tariffs, and inflationary effects that erode travelers’ purchasing power for that destination. The report cautions that, while the global outlook is promising, not all markets are advancing at the same pace or under the same conditions.

In this context, the projection is unequivocal: tourism is set to be the most dynamic economic engine of the next decade. The report concludes that the combination of new traveler motivations, technological advances, a substantial expansion of tourism supply, and the opening of new destinations consolidates a scenario in which travel will be more accessible, more personalized, and more experience-centric than ever. For destination leaders, operators, and tourism professionals, the invitation is clear: adapt to these new forces, innovate in product and service, and position yourselves in an environment that is not merely recovering but actively redefining the future of global tourism.

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