Global Tourism Market To Be Worth $12.3 Billion by 2032

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Mia Taylor

by Mia Taylor
Last updated: 5:05 PM ET, Mon February 5, 2024

The rising middle class, growing globalization, and innovations in travel technology are just a few of the factors that are driving growth of the global tourism market, which is on target to experience a 3.7 percent compound annual growth rate between 2023 and 2032.

If that annual growth is realized, the global tourism industry will reach an overall value of $12.3 billion by the end of 2032, according to a newly released market research study from Customs Market Insights. 

The same report indicates that the global tourism market was valued at about $8.56 billion in 2022 and was expected to increase to $8.87 billion by the end of last year.

A variety of growth factors and market dynamics appear to be impacting the tourism industry worldwide including trends that began emerging years ago and some more recent developments.

Here’s a closer look at the market dynamics poised to impact the industry over the next several years as it heads toward that $12.3 billion valuation.

Growth Factors and Dynamics Impacting the Global Tourism Market

Digital Transformation

In what is unlikely to be surprising news to anyone closely involved with tourism, the report points out that the market is currently “undergoing a digital transformation, with online booking platforms, mobile apps, and virtual experiences driving growth.”

This reality, says the report, has resulted in enhanced connectivity and user-friendly technology that contribute to a seamless and personalized traveler experience.

Rising Middle Class Travelers

Another trend that’s been developing for several years now, the Custom Market Insights report also confirms the fact that the growth of the middle class, particularly in emerging markets, is fueling increased tourism.

“Rising disposable incomes enable more people to explore domestic and international destinations, driving demand for travel services, accommodations, and experiences,” says the report.

Cultural and Experiential Tourism

Travelers are also increasingly interested in cultural and experiential tourism and are seeking authentic, immersive experiences.

“This trend drives demand for unique destinations, local cuisine, and activities that provide a deeper connection with the culture and heritage of a place,” says the report.

Sustainable Tourism Practices

In news that’s not a moment too soon, the report says travelers have an “increasing awareness of environmental issues,” adding that “sustainability concerns has led to a rise in eco-friendly and responsible tourism.”

A growing number of travelers are prioritizing destinations and businesses that adopt sustainable practices, influencing the industry to implement environmentally conscious initiatives.

Globalization and Accessibility

Improved transportation infrastructure and increased airline connectivity continue to contribute to the globalization of tourism and its increased value.

“Accessible travel options make it easier for people to explore diverse destinations, fostering cross-cultural interactions and expanding the overall tourism market,” says the report.

Impact of External Factors

It’s also no surprise that the tourism market is susceptible to external factors, including geopolitical events, natural disasters, and public health crises. These factors, the report says, can significantly influence travel patterns, with sudden shifts in demand and disruptions affecting the overall dynamics of the tourism industry.

Innovations in Travel Technology

Ongoing advancements in travel technology, many of which have been making news for the past several years– such as virtual reality, augmented reality, and artificial intelligence–are also shaping the tourism market globally.

“These innovations enhance the pre-travel planning experience, provide real-time assistance during travel, and contribute to more personalized and efficient customer service, influencing overall market growth,” says the report.


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