The World Travel Market (WTM) Global Travel Report for 2024, in collaboration with Tourism Economics, reveals key trends that are shaping the future of global tourism.
As international tourism recovers from the pandemic and surpasses 2019 levels, travelers are increasingly prioritizing unique experiences, extending their stays, and combining business with leisure in innovative ways.
The report, launched at WTM London, presents a comprehensive analysis of current travel behaviors, including insights into the rise of “bleisure” travel, adventure tourism, and the economic impact of increased global travel.
Global Tourism Surpasses Pre-Pandemic Levels
In a significant milestone, global overnight arrivals are expected to reach 1.5 billion in 2024, surpassing 2019 levels. This unprecedented growth underscores the robust recovery of international tourism, with projections indicating that overnight tourism arrivals could increase by over 30% to two billion by 2030. Tourism spending has also seen a notable surge, with global leisure tourism expenditure reaching over $5.5 trillion in 2024, marking a 24% increase from pre-pandemic values.
The WTM Global Travel Report highlights that travel has become a top priority for consumers in major economies. Travel spending as a share of consumer spending has risen to 8.8% in 2024, up from an average of 8.2% between 2010 and 2019. Even in regions like Asia Pacific, where recovery has been slower, travel expenditure is steadily returning to pre-pandemic levels, showcasing a renewed enthusiasm for exploration.
Juliette Losardo, Exhibitor Director for WTM London, emphasized the importance of these findings, stating, “WTM’s aim is to help attendees navigate change, ensuring travel professionals are equipped for the year ahead. Commissioning the WTM Global Travel Report supports our commitment to providing attendees with the latest trends shaping the travel landscape.”
Longer Stays and the Rise of “Slow Travel”
One of the report’s key findings is the increase in the average length of stay. While the decade prior to the pandemic saw shorter trips, the post-pandemic recovery period has seen travelers opting for longer, more immersive experiences. In 2024, the average length of stay in hotels on international trips rose by 12% compared to 2019. This trend reflects a shift toward “slow travel,” where travelers prioritize deeper cultural engagement over frequent short trips.
The concept of slow travel is gaining popularity among those who prefer a more sustainable approach to tourism, choosing to travel less often but stay longer to reduce their carbon footprint and enjoy a more meaningful experience. Additionally, the rise of “bleisure” travel, which combines business and leisure, has contributed to extended stays as business travelers add leisure days to their work trips.
Bleisure Travel: The Top Growth Opportunity
Blended business and leisure travel, or “bleisure,” has emerged as a significant growth opportunity for the tourism sector. Contrary to expectations of a decline in business travel due to remote work technologies, business travel has rebounded strongly. Business visits saw a growth rate of 19% in 2024, outpacing the 11% growth for leisure visits. This trend is projected to continue, with business travel expected to grow by 50% from 2024 to 2030, while leisure travel will see a slightly lower growth rate.
Bleisure travelers are not only staying longer but also spending more per trip, contributing significantly to the industry’s growth. The flexibility afforded by remote work has allowed business travelers to extend their stays and incorporate leisure activities, creating a unique blend of work and tourism. Business events have also played a vital role in this resurgence, underscoring the value of face-to-face interactions in a post-pandemic world.
Demand for Adventure and Unique Experiences
The WTM Global Travel Report reveals a growing appetite for adventure and unique travel experiences, driven by the rise of the global middle class and a shift in consumer priorities toward experience-based travel. Adventure tourism has seen a surge in popularity, with 29% of travelers expressing a stronger interest in activities that offer excitement and novelty. This trend is especially prominent among affluent consumers who seek unique, often risky activities, from volcano-boarding in Nicaragua to cage-diving with sharks in South Africa.
While “soft adventure” activities like hiking, cycling, and wildlife watching remain popular, the report suggests a rise in “hard adventure” tourism, which involves more intense, high-risk activities like skydiving and mountaineering. Known as “frontier travel,” this type of tourism appeals to thrill-seekers looking to explore uncharted destinations and push their limits.
This increased demand for adventure travel has had a positive impact on lesser-known destinations, driving tourism growth in countries like Armenia, Serbia, and various African nations. The “experience economy” has flourished over the past decade, with more consumers, particularly Gen Z and Millennials, prioritizing memories and experiences over material possessions. These younger generations’ preference for adventure and cultural exploration bodes well for the future of tourism, encouraging travel companies to innovate and cater to a more adventurous clientele.
Emerging Markets and New Destinations
The report highlights how the growth of the middle class in emerging markets has expanded the global travel market. With higher disposable incomes, consumers in developing countries are increasingly able to invest in travel, leading to shifts in tourism flows and the emergence of new destinations. Saudi Arabia and Albania, for example, have seen visitor arrival growth rates of 80% and 74%, respectively, since 2019, as travelers seek out unique and less-explored locations.
This trend aligns with a broader shift toward rural and nature-based tourism, which appeals to travelers interested in escaping urban environments and reconnecting with nature. The increased interest in rural tourism supports sustainable development in remote areas, providing economic benefits to local communities while preserving natural landscapes.
Juliette Losardo remarked, “With the rise of the middle class in many more countries, there’s ever more demand for more unusual and authentic experiences as holidaymakers want to get under the skin of different cultures – or even tick off those exciting bucket-list activities with the ‘frontier’ travel trend we’ve been seeing.”
The Impact of the Experience Economy on Travel Innovation
As consumers increasingly prioritize experiences over physical goods, the travel industry has an opportunity to innovate and provide personalized offerings that cater to this shift. The rise of the “experience economy” has fueled a demand for tailor-made experiences that reflect individual preferences, from immersive cultural activities to exclusive adventure tours. This trend is encouraging travel companies to expand their services and offer more personalized, technology-driven options.
Technology is playing a pivotal role in shaping these new travel experiences, allowing companies to offer seamless booking, curated itineraries, and real-time recommendations. With advancements in artificial intelligence, virtual reality, and data analytics, the industry can better understand and respond to consumer needs, making it easier for travelers to access customized experiences that enrich their journeys.
Outlook
The 2024 WTM Global Travel Report underscores the resilience and adaptability of the global tourism industry. From longer stays and the rise of bleisure travel to the growing interest in adventure tourism and the experience economy, these trends reflect a rapidly evolving travel landscape. As travel continues to recover and grow, the industry is set to benefit from a diverse range of opportunities that cater to shifting consumer preferences and support sustainable growth.
The WTM Global Travel Report will be a key resource for travel professionals as they navigate these changes and look to the future. With insights from over 185 countries and comprehensive data on tourism flows, spending, and trends, the report serves as a valuable guide for the travel industry to adapt, innovate, and thrive in the years ahead.
