Global tourism is constantly evolving and growing. We are currently witnessing a shift in tourism trends that, although they accelerated over the past 20 years, are now setting new records year after year.
So much so that by 2030, according to forecasts from the World Tourism Organization (UNWTO), international arrivals are expected to reach 1.86 billion. This would represent a 40% increase compared to 2022.
The reasons for this decade’s growth include, among others, greater connectivity, widespread internet use and social media, the rapid increase in the global population, and a larger middle class. Furthermore, these tourists demand more personalized experiences and greater use of technology. On the part of hoteliers, efforts are also focused on digitalizing the customer experience and big data.
Some of the global tourism trends for 2024 continue from previous years, such as the shift toward sustainable tourism and the personalization of travel and experiences. However, new trends are also emerging, such as those related to wellness tourism and changes in payment methods.
Experiential tourism is a growing trend in 2024. This type of tourism focuses on trips based on personal interests, which can range from sports and music to shopping.
This summer, the Olympic Games are being held in the city of Paris, so a significant increase in travel for this reason is expected. The UEFA European Football Championship will also be played in Germany, prompting thousands of fans to travel to that country. And finally, the T20 Cricket World Cup will be held in the United States and the Caribbean, also attracting followers of this sport.
In addition, an increase in demand for "retailtainment" is also expected. In retailtainment, shopping is the reason for travel, influencing more people to plan vacations near renowned commercial destinations.
One of the most popular destinations for shopping tourism, especially among Chinese and American tourists, has been London. However, new destinations may emerge, such as Italy, given its large number and prestige of designers.
The luxury or high-end tourism sector, which also includes wellness tourism, is experiencing significant growth among travelers. They increasingly value achieving internal and external balance in their lives and seek exclusive experiences. To meet this demand, many retreat destinations have emerged, offering a wide range of options aligned with these characteristics.
Since COVID-19 and the restrictions it imposed on life in general and tourism worldwide, this is the first full year for this region of the world. Therefore, an increase in visitors to these areas is expected, with China as the leading country.
Currently, more than 90% of travelers are interested in personalized alternatives. These tourists show an increased demand for customized, hassle-free trips.
This trend not only requires basic services such as insurance and financial support but also comprehensive travel packages.
Given the difficulty of taking a full week of vacation, many tourists are opting for one- or two-day getaways to the beach or mountains. This is a trend that is also on the rise in 2024. The advantages include lower costs and the opportunity for disconnection — in addition to being a more sustainable form of tourism.
A trend over the past decades, tourists are increasingly demanding regarding the sustainability of the products they purchase and more conscious of nature and the planet.
Efforts are being made to reduce the ecological footprint through recycling, reducing plastic consumption, etc., and the tourism sector must continue to address this issue.
Additionally, tourists are better informed and seek information about the most sustainable ways to travel, meaning this knowledge will influence their travel decisions.
These tourism trends we have just reviewed will shape the tourism industry in the coming decades. Demographic changes, sustainability awareness, and continuous technological and digital development will shape these trends and turn them into realities that must be fulfilled to remain competitive in an increasingly demanding market.
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