Travel & Tourism Industry forecast

The global traveler expectations are changing… And if your research has not kept pace, you are navigating with an outdated map. The winners over the next decade will be the organizations that understand where growth is accelerating, where it’s stalling, and why—and make decisions based on evidence, not headlines.

The Numbers Behind the Momentum

Global tourism is recovering. The sector reached $11.7 trillion in 2025 and is projected to climb to $16.5 trillion by 2035, reflecting strong continued growth despite economic headwinds.

… But, while international visitor spending hit an unprecedented $2.1 trillion globally (surpassing 2019 levels) not all markets are riding the same wave. The U.S. still lags pre-pandemic benchmarks for international arrivals, and China’s once-explosive growth is cooling. Meanwhile, cultural tourism is exploding from $1.2 trillion this year toward $2.6 trillion by 2035.

What Is Actually Changing (And What It Means For Your Strategy)

Through our work with clients across continents, we are seeing five critical shifts that separate winning strategies from wishful thinking:

The Personalization Premium

Research shows that 61% of consumers are willing to spend more with companies if they offer a customized experience. Travelers demonstrate willingness to invest in add-ons that enhance their overall experience, with breakfast, room size, and views being top choices.

✔️ Why this matters for research: We help you identify which personalization features drive conversions versus which drain resources without impact.

The Wellness Tourism Explosion

Wellness tourism reached $1 trillion globally in 2025 and is expected to continue strong growth through the decade, driven by travelers seeking sleep optimization programs, biohacking retreats, mental health experiences, and nutrition-focused dining. High-income travelers lead adoption (44% took wellness trips in 2025), but younger generations are rapidly expanding the market base.

✔️ Why this matters for research: We help you test which wellness offerings resonate with your target demographics, optimize pricing strategies that capture willingness-to-pay without commoditizing premium experiences.

The Sustainability Mandate

Sustainability has moved from “nice to have” to a deal-breaker. Travelers are actively filtering out properties that do not meet their environmental standards.

✔️ Why this matters for research: Sustainability claims without validation erode trust and invite backlash. We help you determine which environmental initiatives influence booking decisions, and how to communicate sustainability efforts without greenwashing accusations

AI’s Double-Edged Transformation

AI in tourism is projected to grow at 28.7% annually, with applications ranging from hyper-personalized itineraries to predictive pricing. The generative AI market in travel alone jumps from $894 million in 2024 to over $5 billion by 2034.

✔️ Why this matters for research: We help you test AI applications before full deployment and identify which touchpoints benefit from automation versus human interaction.

Overtourism Anxiety Is Peaking

Concerns about high tourist volumes jumped 14 points year-over-year, while worries about insufficient amenities rose 12 points. Climate challenges, geopolitical instability, and infrastructure strain are forcing destinations to rethink capacity management entirely.

What Travel Leaders Need From Research Partners in 2026

Based on conversations with our clients—from boutique hotel groups to international airlines—priorities have evolved:

• Actionable segmentation: Not just demographics, but psychographics and behavioral patterns that predict actual booking behavior
• Competitive intelligence: Understanding not just what competitors offer, but why travelers choose them
• Experience mapping: Identifying friction points across the entire customer journey, from inspiration to post-trip advocacy
• ROI clarity: Research that connects directly to revenue outcomes, not just interesting insights
• Speed without shortcuts: Fast turnarounds that maintain methodological rigor—because travel windows do not wait for quarterly reports
• Intuition is expensive. Research is what separates companies that scale profitably from those that chase trends without understanding demand.

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Over SIS Internationaal

SIS Internationaal biedt kwantitatief, kwalitatief en strategisch onderzoek. Wij bieden data, tools, strategieën, rapporten en inzichten voor besluitvorming. Wij voeren ook interviews, enquêtes, focusgroepen en andere marktonderzoeksmethoden en -benaderingen uit. Neem contact met ons op voor uw volgende marktonderzoeksproject.