In 2024, the world of tourism has finally left behind the constraints of the Covid era and embraced a future where digital nomadism and sustainability are integral to the travel experience. As the industry evolves, it is imperative to understand the dynamics at play, from emerging destinations to technological advancements, not to mention the latest marketing best practices and shifts in consumer preferences.
To help you stay ahead of the competition in such a dynamic landscape, we’ve compiled the key trends, studies and statistics that every tour and activity provider should know in 2024. For those in the industry, this article serves as a compass to guide strategic decisions and inspire the creation of experiences that meet the desires of today’s traveler. Without further ado, let’s dive right in!
Global Travel Trends 2024
- Most consumers will try to find a compromise between their desire for luxury and their financial limitations. For example, 47% of parents might take their children out of school to travel during off-peak hours, while 39% of pet owners might take their furry friends with them to save on pet-sitting fees. – Booking.com
- In 2024, relaxing and unwinding will be the top travel motivation for people of all ages and genders. – Hilton
- Compared to 2023, inbound overnight stays are expected to increase by 17.4% this year. – Statista
- More than a third of tourists (36%) are looking to vacation near water because of global warming. – Booking.com
- In 2024, 24% of business travelers plan to bring a friend or relative along on a business trip. – Hilton
- Travelers’ desire to immerse themselves in local cultures is undeniable, as evidenced by a massive 125% increase in searches for unique accommodations such as ryokans, traditional Japanese inns, and Moroccan riads with their charming courtyards. – Expedia
- Cultural experiences dominated travel bookings in 2023, with museums, monuments and galleries leading the way at 60%. City walking tours (55%) also saw a surge in popularity, reflecting the desire for deeper engagement with destinations. Meanwhile, leisure activities round out the podium in third place, booked by 49% of tourists. – GetYourGuide
- The sports tourism sector is experiencing a surge in popularity, with sales of packages sold through travel agents expected to grow by 15% through 2024. This growth is due in part to major sporting events such as the Paris Olympics and UEFA EURO 2024 in Germany, which are expected to attract significant numbers of international travelers. – Euromonitor
The Economic Impact of Tourism
- Driven by demand for leisure activities, global spending on tourism is expected to reach $2 trillion, surpassing its previous peak. – Euromonitor
- Due to the increased flexibility that remote and hybrid work arrangements offer people around the world, blended travel – the combination of business and leisure – is expected to reach $300 billion by 2024. – Euromonitor
- By 2024, the travel experience industry (which includes tours, activities, attractions, and the entire “things to do” category) is expected to be worth $375 billion. – GetYourGuide
- The tourism industry is on a strong recovery path. According to UNWTO, international tourism reached 88% of pre-pandemic levels in 2023, with 1.3 billion arrivals. A full recovery is expected by the end of 2024, driven by pent-up demand, improved air connectivity and a recovering Asian market. – UNWTO
- That being said, the tourism industry’s post-pandemic comeback faces a significant obstacle: a critical shortage of workers. Many businesses will continue to struggle to meet the surge in demand due to a lack of qualified staff. – UNWTO
Consumer Behavior and Preferences
- 42% of Gen-Z (people born between 1997 and 2012) plan their vacations inspired by the short videos they see on platforms like TikTok and Instagram. – Deloitte
- Millennials (those born between 1981 and 1996) are the generation that relies most on generative AI tools like Copilot, Gemini, and ChatGPT to plan their trips (14% of them). – Deloitte
- Most people (55%) would rather travel without a plan, and two-thirds (69%) choose flexible schedules that allow them to make adjustments along the way. – Booking.com
- 64% of international travelers say they intend to reduce discretionary spending in other areas in order to afford leisure travel. – Hilton
- Millennials and Gen Z travel three times as much as boomers. – Rezdy
- TV shows have a greater impact on individuals’ travel planning decisions than podcasts, Instagram and TikTok. In fact, more than 50% of consumers have been motivated to explore or finalize travel arrangements to a destination featured in a movie or TV series. – Expedia
- 40% of consumers said they would be willing to attend a concert as an excuse to explore a new destination, while 30% would be motivated to travel if they found cheaper ticket options elsewhere. – Expedia
- A Vrbo study shows that one-third of consumers plan to increase their travel activities in 2024. As a result, people are inventing new and exciting occasions to commemorate with travel, including “puppymoons” and celebrations of first dates called “first-dateiversaries.” – Expedia
- A significant portion of global consumers (38%) are taking a cautious approach to their spending habits, prioritizing essentials such as food, housing and basic necessities. – NIQ
- Travel remains a top priority for many, with a significant portion of consumers (44%) planning to spend more on tours and activities in 2024 compared to the past. – GetYourGuide
- 75% of consumers report that a single negative interaction with a business can significantly impact their day, highlighting the vital role of exceptional customer service. – Zendesk
Digital Transformation in Tourism
- 80% of travelers prefer to plan their vacations entirely online, according to Hilton’s latest Trends Global Survey. – Hilton
- By 2025, 2.77 billion consumers are expected to shop online, a customer base larger than the population of China itself. – Oberlo
- Global e-commerce sales are set to reach unprecedented levels, with a forecast of $58.74 trillion by 2028. – Optinmonster
- By 2025, mobile shopping will generate an astounding $728.28 billion, demonstrating the systematic shift from desktops to pocket-sized devices. – Optinmonster
- Data reveals a gender gap in online shopping behavior, with women representing a larger segment (53.4%) of e-commerce users compared to men (46.6%). – AMZ Scout
- Millennials are driving e-commerce: A staggering 91% prefer to buy online, compared to just 9% who shop exclusively in physical stores. – Onlinedasher
Marketing Strategies
- Nearly half of consumers (41%) use social media platforms to discover new products, highlighting their importance for brand awareness and engagement. – Mintel
- A Tripadvisor survey found that 75% of respondents consider online reviews “extremely or very important” when planning their next trip. – TripAdvisor
- Consumers crave in-depth information before making a purchase decision: 68% of them are significantly more likely to book after reading a long-form review compared to shorter summaries. – TripAdvisor
- While Facebook will maintain its dominance as the most widely used social platform, video-centric apps like TikTok, Instagram, and YouTube will continue to see explosive growth in 2024. – Hubspot
- Compared to other formats, short-form videos have the highest return on investment. – Hubspot
Sustainability and Ecotourism
- More than half of tourists (53%) are looking for accommodations that combine the latest sustainable practices with comfort. – Booking.com
- A remarkable 19% of consumers worldwide actively identify as sustainability “evangelists,” demonstrating a strong commitment to environmentally responsible practices. – NIQ
- The travel industry is experiencing a significant shift towards sustainability, with 90% of consumers actively seeking out eco-friendly options when planning their travel. – Expedia
- Nearly 3 in 5 travelers have chosen greener transportation or accommodations for their vacations. – Expedia
- The ecotourism industry has experienced impressive growth, reaching a global market size of $172.4 billion. – Statista
Conclusion
In 2024, the travel industry landscape is more dynamic and constantly evolving than ever before, shaped by a convergence of economic, technological and social drivers. Understanding these trends is critical for tour and activity providers to remain competitive and meet the evolving needs and preferences of today’s travelers.
Key takeaways
- Embrace sustainability: Integrate green practices and highlight your commitment to responsible tourism.
- Prioritize digital transformation: Offer seamless online booking experiences and harness the power of social media and online reviews.
- Create unique and authentic experiences: Meet the growing demand for cultural immersion and personalized experiences.
- Adapt to changing consumer behavior: Stay abreast of the latest trends in travel planning, consumer preferences, and technological advances.
By strategically aligning your offerings and marketing efforts with these key insights, you can position your tour and activity business for success in 2024 and beyond.
Ready to take your business to the next level?
Regiondo empowers tour and activity providers with a comprehensive suite of tools to manage bookings, sell tickets online and connect with major OTAs. Book a free demo today and discover how Regiondo can help you streamline your operations, attract new customers and achieve your business goals.
