The travel industry is on the brink of monumental change. As we look towards 2040, it is clear that emerging trends and technologies will reshape how we explore the world. Based on insights from Google and Deloitte’s study, combined with the visionary outlook from Think with Google, this blog post unpacks the evolving dynamics of travel, future traveller profiles, and implications for the industry.
1. The evolution of travel: Then and now
From the 1990s to 2023, global tourism saw rapid growth. In fact, inbound arrivals doubled every 15 years until 2019. The COVID-19 pandemic briefly disrupted this trajectory, but the industry rebounded to 86% of its pre-pandemic level by 2023. However, recovery remains uneven in different regions – Asia Pacific (APAC), which once contributed 30% of global travellers, lags behind, impacting the arrivals to destinations like Europe and the Middle East.
Between now and 2040, the travel sector is expected to recover fully. It’s predicted that we will surpass 2.4 billion trips annually – a 64% increase from 2019. Africa and the Americas are seen as the biggest players, predicted to lead growth in outbound travel in the future.
2. Who are tomorrow’s travellers?
By 2040, a new generation of travellers will emerge, influenced by shifting demographics, economic factors, and technology. Deloitte’s study categorises travellers into four evolving profiles:
- Newcomers: Young, first-time international explorers with a penchant for short-haul destinations and budget-conscious trips.
- Amateurs: Occasional travellers who prioritise moderate spending and closer-to-home, medium-haul trips.
- Experienced: Frequent travellers with a balanced preference for budget and premium services, often tech-savvy.
- Super-Experienced: Luxury seekers with a high travel penetration rate and significant spending power, favouring long-haul destinations.
These profiles will evolve alongside socio-economic growth, with markets like Pakistan, Brazil, and Saudi Arabia entering the top 15 outbound sources.
3. Key destination trends
While Europe and APAC dominate as leading destinations, the next two decades will see hotspots diversify. By 2040, regions like Southeast Asia, the Mediterranean, the so-called Novel Middle East (e.g., Saudi Arabia, UAE), and the Caribbean are projected to attract 45% of global travellers. These areas will stand out for their cultural richness, natural beauty, and innovative tourism strategies.
4. Technology and travel: A new era
The travel experience will be profoundly shaped by technological advancements. AI-driven solutions, such as real-time translation, personalised itineraries, and virtual reality pre-travel explorations, will bridge cultural and linguistic barriers. This “digital and hybrid tsunami”, as Deloitte calls it, will redefine engagement, allowing travellers to customise their experiences like never before.
Social media will continue to inspire destination discovery, while tools like Web 3 and blockchain will enable seamless booking and payment processes. This digitalisation is expected to be a game-changer for emerging markets.
5. Sustainable and purposeful travel
Sustainability will be more than a trend—it will be a necessity. As climate change accelerates, travellers and operators alike will prioritise eco-conscious choices. Renewable energy-powered transport, sustainable accommodation, and environmental conservation activities will become integral to the travel industry.
Moreover, travellers will seek purposeful experiences, such as cultural immersion and community-driven initiatives, to align their trips with personal values and social impact.
6. Preparing for the Future
For travel operators, adaptation will be key to thriving in this evolving landscape. Strategies include:
- Flexibility: Offering tailored experiences that adapt to unforeseen changes.
- Hyper-personalisation: Using data and AI to curate individualised travel itineraries.
- Sustainability leadership: Investing in green technologies and practices to appeal to environmentally conscious travellers.
- Market diversification: Expanding focus beyond traditional markets to emerging hotspots.
The Road Ahead
The future of travel is vibrant, innovative, and transformative. With insights from leading research and evolving technologies, the industry is poised to create memorable and meaningful journeys for a new generation of explorers. Whether you’re a travel enthusiast, operator, or policymaker, embracing these changes will be crucial in shaping the next era of global exploration.
Want to explore how these trends impact your business or personal travel plans? Dive deeper into our insights and discover actionable strategies to prepare for 2040 or get in touch with us today.
