Tourism 2040: The keys that will shape the future of travel

From tech-savvy travelers to purposeful explorers, emerging markets that are making a splash and much more.

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The hotel industry is entering a new golden era full of opportunities. 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 change in how and why we travel.

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For you, hotelier, this is not just a growth story. It is a call to action. The new generation of travelers is already here, and they are ready to change the rules of the game.

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*1.The $15 Trillion Opportunity in Leisure Travel - Boston Consulting Group (2025)

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A global boom with local impact  

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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.

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Africa has registered a 9% increase in arrivals, while Asia-Pacific has risen by 13%, with Northeast Asia soaring to 23%.  

*2.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 in the lead. This marks a shift in power on the world tourism map: emerging markets are taking center stage.

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*3. Segmentos al alza (y a la baja) entre las tendencias del turismo para 2025 & Qué tendencias marcarán el ritmo del turismo en 2025 - hosteltur.com  

The next wave of global travelers comes from emerging countries such as China, India, Saudi Arabia, Vietnam, Bulgaria and Cambodia, surpassing the classics such as the USA, the United Kingdom or Germany. Why? For three key reasons:

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• An expanding middle class  

• Hyper-connected and digital youth  

• Cultural, wellness and authentic experiences motivations

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It is estimated that domestic tourism, especially in these markets, will generate almost 12 trillion dollars by 2040, while regional tourism will triple to exceed 2 trillion.  

HBX Group confirms this trend: Asia-Pacific is the engine of global growth. Countries such as Japan, India and China lead the reservations, driven by a growing middle class, travel within the region and emerging destinations such as Laos and Cambodia, which benefit from better connectivity and tourism campaigns backed by their governments.

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Meet the new traveler: young, conscious, and connected

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Millennials and Gen Z are now the most influential guests. They travel more, spend more, demand more... and share every moment online. They set trends. Their key features?

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• Digital by nature: They book, check-in, and share from their mobile devices. The digital experience is as important as the physical one.  

• They seek experiences: They value well-being, culture, and personalization.  

• They travel with values: They care about sustainability, inclusion, and ethical decisions.

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👉 Want to know how to attract and retain them? Don't miss our article: Strategies to attract and retain Millennial and Gen Z travelers.

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What motivates them to travel?

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According to Hosteltur *4 and Club Med, these are the motivations that are defining tourism in 2025 and beyond:

• Bleisure on the rise: The blend of business and leisure is back in force, especially around events and conferences.  

• Travel according to mood: The destination is chosen according to what one needs to feel: calm, creativity, or adventure.  

• Regenerative tourism: They want to leave places better than they found them.  

• Coolcations: Escaping the heat is in fashion: Nordic summers and mountain retreats.  

• Awareness of value: 83% of travelers say that price is key, but many prioritize quality over quantity.

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*4. What are the 7 trends that will define the way of traveling in 2025 - hosteltur.com

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What's next?

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This is not just a tourist boom. It is a transformation. The future of hospitality will be:

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• Globally connected, but with local roots  

• Digitally fluent, but emotionally authentic  

• Driven by values, not just economic value

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As a hotelier, you are not offering rooms. You are creating experiences. The brands that understand what motivates travelers will be the ones they choose, recommend, and remember.

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