Tourism 2040: The keys to the future of travel
news
August 7, 2025
From tech-savvy travelers, to purposeful explorers, to hot emerging markets and much more.
The hospitality industry is entering a new golden age of opportunity. According to the Boston Consulting Group*1, global leisure tourism is expected to triple in value by 2040, reaching $15 trillion. But this growth is not just about numbers: it's about people, motivations and a profound shift in how and why we travel.
For you, hotelier, this is not just a growth story. It's a call to action. The new generation of travelers is here, and it's ready to change the rules of the game.
*The $15 Trillion Opportunity in Leisure Travel - Boston Consulting Group (2025)
A global boom with local impact
According to the World Tourism Organization (UN Tourism)*2 , international arrivals grew by 5% in the first quarter of 2025, exceeding pre-pandemic levels by 3%. Emerging markets such as Asia-Pacific, Africa and the Middle East are leading this recovery, driven mainly by domestic and regional tourism.
Africa has recorded a 9% increase in arrivals, while Asia-Pacific is up 13%, with Northeast Asia soaring to 23%.
*UN Tourism World Tourism Barometer | Global Tourism Statistics - UNWTO, UN Tourism Data Dashboard | Key Indicators - UNWTO & International tourist arrivals grew 5% in Q1 2025 - UNWTO
In addition, Hosteltur *3 highlights that 108 of the 117 countries analyzed are growing in tourism, with Asia and the Middle East leading the way. This marks a shift in power on the world tourism map: emerging markets are taking center stage.
*Rising (and falling) segments among tourism trends for 2025 & What trends will set the pace for tourism in 2025 - hosteltur.com
The next wave of global travelers is coming from emerging countries like China, India, Saudi Arabia, Vietnam, Bulgaria and Cambodia, overtaking the classics like the U.S., U.K. or Germany. Why? For three key reasons:
- An expanding middle class
- Hyperconnected and digital youth
- Cultural, wellness and authentic experience motivations
Domestic tourism, especially in these markets, is estimated to generate nearly $12 trillion by 2040, while regional tourism will triple to more than $2 trillion.
HBX Group confirms this trend: Asia-Pacific is the engine of global growth. Countries such as Japan, India and China are leading bookings, driven by a growing middle class, travel within the region and emerging destinations such as Laos and Cambodia, which benefit from better connectivity and government-backed tourism campaigns.
Meet the new traveler: young, conscious and connected.
Millennials and Gen Z are already the most influential guests. They travel more, spend more, demand more... and share every moment online. They are trendsetters. Their key traits?
- Digital by nature: They book, check-in and share from mobile. The digital experience is as important as the physical one.
- They seek experiences: They value wellness, culture and personalization.
- They travel with values: They care about sustainability, inclusiveness and ethical choices.
👉 Do you want to know how to attract and retain them? Don't miss our article: Strategies to attract and retain Millennial and Gen Z travelers.
What motivates them to travel?
According to Hosteltur *4 and Club Med, these are the motivations that are defining tourism in 2025 and beyond:
- Bleisure on the rise: The mix of work and leisure is making a strong comeback, especially around events and congresses.
- Travel according to mood: You choose your destination according to what you need to feel: calm, creativity or adventure.
- Regenerative tourism: They want to leave places better than they found them.
- Coolcations: Escaping the heat is in: Nordic summers and mountain retreats.
- Value consciousness: 83% of travelers say price is key, but many prioritize quality over quantity.
*4. What are the 7 trends that will define the way we travel in 2025 - hosteltur.com
What's next?
This is not just a tourism boom. It is a transformation. The future of hospitality will be:
- Globally connected, but with local roots
- Digitally fluid, yet emotionally authentic.
- Driven by values, not only by economic value
As a hotelier, you're not offering rooms. You're creating experiences. The brands that understand what moves travelers will be the ones they choose, recommend and remember.
