Traveling this year? Seven factors that will shape the global tourism industry

Tourism is a sector that evolves over time, generating dynamics that change the way people choose, plan, and enjoy their experiences at destinations. By 2025, the travel industry will be marked by trends that are already showing signs of consolidation and that, according to Anato, will have a direct impact on tourist flows, service offerings, and business strategies.

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"These trends and preferences make us reflect on the importance of adapting to technological innovations, including more and new products and services in the market, and adapting business leaders to the demands of today's market, which requires them to be more strategic and forward-thinking, in line with the guidelines set by the sector," explained Paula Cortés Calle, executive president of ANATO.

According to an international report by the firm Phocuswright, seven key aspects have been identified that will shape the evolution of tourism in 2025.

Sustained growth of the global travel market

The first point relates to the sustained growth of the global market. The analysis projects that the industry will continue to expand until 2026, with an annual increase of between 8% and 12% in online bookings. This trend is due to the consolidation of digital platforms and changes in consumer habits, who are increasingly favoring virtual channels to organize their itineraries.

The study warns that this growth will not be uniform across all markets, although digitalization will continue to be a cross-cutting issue. Travel agencies, operators, and airlines will need to strengthen their presence in digital environments and adapt their customer service models to meet the demands of users who prioritize speed, availability of information, and personalization in their purchasing decisions.

The second highlight is linked to the increase in global gross reserves. According to Phocuswright's calculations, these will reach USD 1.72 trillion in 2025, representing an 8% increase compared to the USD 1.6 trillion recorded in 2024. This volume demonstrates the sector's full recovery after years of slowdown and the entry into a period of consolidation marked by stability in the main issuing and receiving destinations.

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Changes in North American airlines and leadership

The third aspect focuses on airline behavior. The report indicates that increased capacity and reduced fares will lead to more moderate growth in the coming years. This adjustment will further stimulate travel, especially in markets where international connectivity has expanded. Access to lower fares and route expansion will create opportunities for more people to travel, although companies' profit margins could come under pressure.

The fourth element focuses on the role of North America, which will continue to lead as the largest contributor to gross bookings. By 2025, projected growth is 4.5%, reaching USD 568.5 billion . This figure maintains the region's position as the leading global market, consolidating the importance of the United States and Canada as both source and recipient countries for tourists. The stability of its economy and the diversity of its tourism offering sustain this share.

The fifth aspect is geographical and relates to changes in the most visited countries. While in 2024, France was the world's most visited destination, with 102 million tourists according to UN Tourism figures, by 2025 the United Kingdom is expected to take the lead in gross bookings. This movement reflects changes in traveler preferences, as well as promotional and connectivity strategies that are positioning the United Kingdom as a more relevant player in global tourism.

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European travelers' preferences and industry challenges

The seventh aspect identified in the report focuses on the behavior of European travelers. By 2025, preferences will shift toward leisure travel abroad, with a greater emphasis on international destinations over domestic ones. This trend opens a window of opportunity for host countries that manage to attract this market, which has historically been characterized by its volume and spending power. The projection indicates that Europeans will prioritize cultural, culinary, and nature experiences outside their borders, which could modify the strategies of traditional destinations and pave the way for emerging markets.

“2025 will continue to be a year of transformation for global tourism, and to achieve this, training must be a cornerstone for travel agencies, constantly developing skills and knowledge that will enable them to meet travelers' expectations,” the union leader stated.

The study agrees that industry professionals must strengthen their capabilities to serve more informed consumers, with greater demands for personalization and expectations of differentiated experiences. Technological updates, diversification of offerings, and the creation of innovative products will be key factors in responding to these demands. PAULA GALEANO BALAGUERA

Portfolio Journalist