Global tourism is entering a new era defined by personalisation, purpose, regeneration and diversification. From AI-enabled travel experiences to sustainable growth models and multi-market connectivity, 2025 trends reveal how innovation, inclusion and intentionality are reshaping value creation and long-term competitiveness across the travel industry.
Delivery
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Key findings
Experience and purpose now define traveller value
Travellers increasingly seek meaning over consumption, prioritising experiences that align with their values and identity. Purpose-driven itineraries centred on wellness, culture and community participation are emerging as key growth drivers, as travellers reward brands that deliver authenticity, enrichment and positive impact.
Technology is driving hyper-personalised, connected travel experiences
AI and automation are transforming how travel is planned, booked and delivered. Intelligent systems now enable tailored experiences at scale, anticipating preferences, optimising itineraries and enhancing service efficiency. The result is a shift from standardised products to predictive, personalised travel ecosystems built around individual needs.
Polarised spending is forcing a redesign of value creation
The two-speed recovery has deepened the divide between value and premium markets. Success now depends on tiered offerings that merge affordability with aspiration, allowing operators to balance yield optimisation with inclusivity and sustain growth across demographic and economic cycles.
Market diversification is redefining the global tourism map
New travel corridors are shifting growth from legacy source markets to emerging ones. Evolving travel corridors between Asia, the Middle East, Africa and Europe are reshaping demand flows. Policy reforms, visa liberalisation and regional connectivity are unlocking underpenetrated markets, strengthening resilience and enabling destinations to expand their global reach sustainably.
Sustainability is reshaping growth around regeneration and responsibility
As overtourism pressures intensify, destinations are rebalancing towards regenerative models that protect ecosystems and empower local communities. Efforts linking carbon reduction, dispersal strategies and community inclusion are redefining competitiveness, ensuring sustainability becomes both a resilience measure and a catalyst for higher-value, long-term tourism growth.
Our expert’s view of Travel in 2025
Key findings
Digital, personalised and experience-led travel defines the next growth era
Top five trends in Travel
Top five trends uncovered
Travel’s post-pandemic rebound evolves into a purpose-led transformation
Passion and purpose are reshaping tourism demand and destination strategy
Wellness, balance and slow travel are reshaping high-value tourism flows
Mega-events and sports tourism power destination legacy and national branding
South Korea transforms pop-culture passion into purpose-driven tourism growth
Wellness-led development anchors Saudi Arabia’s shift toward regenerative tourism
Purpose-driven travel will shape the next era of connection and competitiveness
AI and automation transform travel into a seamless, personalised digital journey
Connected ecosystems powered by biometrics redefine seamless, secure travel
Japan’s oshikatsu fan-based apps redefining passion-led travel
ixigo leverages AI to drive affordability and predictive travel in India’s mobility market
Smart travel ecosystems will drive destination resilience, efficiency and value creation
Travel’s two-speed recovery widens the divide between luxury and value seekers
Purpose, wellness and sustainability are transforming the definition of modern luxury
Digital innovation and flexible finance are reshaping the future of value-driven travel
Flexible finance drives affordability and inclusion in South Africa’s travel market
Marriott balances luxury and mid-market agility to capture the two-speed recovery
Balancing aspiration and affordability will define the next decade of tourism growth
Global connectivity realigned: New travel corridors redefine resilience
Policy innovation and product diversification unlock new market potential
Saudi Arabia’s multi-market strategy redefines connectivity and competitiveness
Diversifying travel flows are unlocking new sources of tourism value
Tourism’s sustainability reset is shifting from mitigation to regeneration
Policy and innovation are accelerating sustainable transformation in tourism
Cultural preservation and inclusion are redefining the social dimension of sustainability
Switzerland’s “Swisstainable” strategy positions the country as regenerative leader
Indonesia’s Beyond Bali initiative drives inclusive and eco-regenerative tourism growth
Regeneration is emerging as tourism’s new growth benchmark
Future implications
Opportunities for growth and value creation
Traveller segmentation definitions
Travel
Travel encompasses several categories including tourism flows, lodging, travel modes, in-destination spending and booking.
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