Four Scenarios for the Future of Travel and Tourism
The travel and tourism (T&T) industry has staged one of the most dramatic recoveries in modern economic history, surpassing pre-pandemic expectations and reaffirming its vital role in global prosperity. With Japan and Greece welcoming record visitor numbers and new partnerships reshaping international travel corridors, the sector’s resilience is clear. However, rapid technological change, evolving consumer demands and mounting geopolitical and environmental pressures signal a critical inflection point for the industry.
The travel and tourism (T&T) industry has staged one of the most dramatic recoveries in modern economic history, surpassing pre-pandemic expectations and reaffirming its vital role in global prosperity. With Japan and Greece welcoming record visitor numbers and new partnerships reshaping international travel corridors, the sector’s resilience is clear. However, rapid technological change, evolving consumer demands and mounting geopolitical and environmental pressures signal a critical inflection point for the industry.
Developed in collaboration with Kearney and informed by insights from industry leaders, policy-makers, academia, civil society and global benchmarking tools such as the Travel & Tourism Development Index 2024, this white paper presents four plausible future scenarios. Each is shaped by the interplay of geopolitical stability, economic growth, sustainability transitions and technological disruption.
Designed to guide evidence-based decision-making for leaders, governments and investors, it equips stakeholders with actionable strategies to drive innovation, strengthen public–private collaboration and ensure travel and tourism remains a catalyst for global prosperity and cross-cultural connectivity in the years ahead.