Each year, WTM releases a global travel report in association with Tourism Economics with interesting stats and trends reported from a global perspective. The report discusses the demand for sustainable travel choices, which it says will continue to rise in prominence and influence activity. Increased awareness of the potential negative aspects of travel on social, cultural, and natural environments, combined with climate change impacts, will shift behaviour. Greater recognition of the impact of travel on the environment is reshaping travel behaviour and creating new opportunities for businesses to tap into modern travellers’ eco-consciousness.
Soft adventure activities are estimated to account for between 60% to 80% of the market. These are generally low risk and require limited experience, such as hiking, cycling and wildlife watching, and represent the largest share of adventure tourism opportunities. However, hard adventure activities, like skydiving, mountaineering and white water rafting, are likely to gain increased traction among a typically wealthier audience more open to adventure and willing to take higher risks.
KEY TAKEAWAYS
- Travellers are now seeking more unique and richer experiences than ever before, sparking a new wave of opportunities for tourism globally.
- In 2024, a significant milestone of 1.5 billion international tourism arrivals is expected, but by 2030 this figure should grow by over 30% to 2 billion.
- International travel is set to grow 12% per year over the next two years, compared to just 3% annual growth for domestic travel
- Eco-tourism and nature-based or outdoor tourism activities, such as hiking and cycling, are poised to attract expanding audiences.
- TTS research reveals that, compared to five years ago, 34% of consumers reported a growing interest in rural and nature-based tourism while 29% indicated increased interest in adventure travel.
- According to Business Research Insights, the cultural tourism market is expected to grow by nearly 15% per year over the next 5 years and its value could exceed $17 billion by 2032.
- Popular movies can increase tourism to filming locations between 25% to 300% with, for example, Harry Potter film locations posting visitor number growth of 50%.
- The cultural tourism market is expected to grow by nearly 15% per year over the next 5 years.
Consumers are also more open to adventure, thrill-seeking and extreme experiences. Booking.com reported 73% of its travellers were looking for trips that took them out of their comfort zone. This is being compounded by growing demand for inimitable, “bucket list” experiences and increased curiosity, and, maybe even, greater tolerance of risk.