outbound tourism growth

What is outbound tourism and why is it important?

Outbound tourism is an important type of tourism . Many countries rely heavily on travellers leaving their home country in search of an international tourism experience.

But what does it actually mean to be an outbound tourist? In this article I will explain what is meant by the term outbound tourism, provide definitions of outbound tourism and I will discuss the advantages and disadvantages of outbound tourism. Lastly, I will provide examples of destinations which have significantly sized outbound tourism markets.

What is outbound tourism?

Outbound tourism definitions, the advent of low cost travel, increased disposable income and leisure time, globalisation, the importance of outbound tourism, the growth of the chinese outbound tourism industry, positive impacts of outbound tourism, negative impacts of outbound tourism, the value of outbound tourism to the uk, outbound tourism: conclusion, further reading.

Outbound tourism is the act of travelling ‘out’ of your home country for the purposes of tourism.

Outbound tourism does not include the purchasing of good or services before or after the trip within the tourism generating country.

To learn more about what a ‘tourism generating country’ is, read my post about Leiper’s Tourism System .

The terms outbound tourism and inbound tourism are often used interchangeably.

This is because a tourist who is travelling internationally is both an outbound tourist (because they travel OUT of their home country) and an inbound tourist (because they travel IN to another country).

The only exception to this would be if a person was travelling on a multi-centre trip, for example a backpacker. This is because they are not necessarily travelling from their home country.

The most widely utilised definition of tourism , proposed by the World Trade Organisation (WTO) and United States (UN) Nations Statistics Division (1994), prescribes that in order to qualify as a tourist one must travel and remain in a place outside of their usual residential environment for not more than one consecutive year for leisure, business or other purposes.

When considering outbound tourism, it therefore makes sense to simply add in the prerequisite of leaving your home country country…

Based on this commonly accepted definition (although this is not without its limits- see this post for more details ), therefore, outbound tourism can be defined as:

‘The act of leaving your home country to travel internationally for not more than one consecutive year for leisure, business or other purposes.’

Some other organisations have also offered definitions for the term outbound tourism.

The European Union define outbound tourism as:

‘Visits by residents of a country outside that country’.

Similarly, Visit Britain state that outbound tourism is:

‘The activities of a resident visitor outside of their country of residence’.

The growth of outbound tourism

The outbound tourism market has grown considerably throughout the years.

Of course, the outbound tourist market has grown at different rates in different parts of the world, but the reasons for this growth are largely the same.

Three of the biggest factors contributing to the growth of outbound tourism are: the advent of low cost travel, increases in disposable income and leisure time and globalisation.

The past two decades have seen significant developments in the history of tourism .

Increased competition within the marketplace and the introduction of low cost airlines has meant that more of us are able to travel more often.

In recent years the amount of disposable income that the average person has each year has increased. This means that people have more money to spend on international tourism .

People also have more leisure time than they used to. Paid holidays and increased flexibility as a result of flexi-time practices at work, means that people have more opportunities for international tourism than they did in the past.

Other posts that you might be interested in: – What is tourism? A definition of tourism – The history of tourism – The structure of the tourism industry – Stakeholders in tourism – Inbound tourism explained: What, why and where – What is ABTA and how does it work? – The economic impacts of tourism

More people want to experience outbound tourism nowadays than ever before. Globalisation has opened up many opportunities for us around the world.

Many destinations that were not previously accessible have opened up and subsequently developed their tourism industries.

Click here to learn more about globalisation and its impact on the tourism industry!

Outbound tourism is hugely important to many countries around the world. The OECD have a handy tool on their website which demonstrates the value of this tourism in different parts of the world.

Outbound tourism has many positive economic impacts that reaches further than just the tourism industry. Outbound tourism can help to enhance the economies of many countries by providing economic boosts in a range of sectors such as retail, healthcare and education.

Many countries, however, rely too much on outbound tourism. Should there be a reason that tourism declines, for example during the 2020 Coronavirus pandemic, a country’s economy could face dire consequences if they do not diversify their income.

A major recent development in the tourism industry is the growth of Chinese outbound tourism.

Today, China is the largest outbound tourism market in the world.

Chinese tourists spent more than $288billion on international travel in 2018, which equates to a whooping 25% of global tourism spend . It is predicted that Chinese tourists will take 160 million overseas trips by 2020.

This growth is largely attributed to rising incomes amongst Chinese workers and new freedoms allowed to the population . Many countries around the world now offer simpler and easy to obtain visas for Chinese citizens than they did in previous years.

This has resulted in a boom in Chinese outbound tourism. Whilst Chinese tourists travel all over the world, markets in Asian countries such as Thailand and Bali have seen particular increases in overall tourism numbers as a result.

Chinese tourists typically spend significantly more money when they travel than tourists from other countries. This means that the Chinese outbound tourism market is particularly welcomes in many destinations around the world.

Outbound tourism can be beneficial for both the traveller generating region and the tourist destination region .

In the tourist’s home country, outbound tourism can help to boost the economy. If tourists use a local operator to organise their travel arrangements, such as the national airline or a domestic travel agent, then some of the profits made will be retained in the home country.

When the tourist reaches their holiday destination there are many economic advantages to the host destination. The graph below by the Office of National Statistics (ONS) outlines the areas that profit the most from outbound tourism.

Foreign exchange income can be particularly beneficial in destinations where the currency is weak. Many destinations focus their marketing efforts in countries that have strong currencies, such as the UK, USA or Europe.

Another positive impact of outbound tourism is that income from tourism can be used to help boost the wider economy. Money can be reinvested in areas such as healthcare and education.

There are two major economic impacts that can have a negative effect on the destination.

The first is economic leakage in tourism . Outbound tourists often seek the familiar and may choose to spend their money in large chain organisations such as a Hilton Hotel or a McDonalds fast food restaurant. This causes money to be taken out of the tourist destination region, thus limiting the positive impacts from tourism.

The second is over dependence. If a destination relies too heavily on their outbound tourism industry, they could come into trouble should this be disrupted.

Disruptions to the tourism industry occur frequently around the world. Reasons include natural disasters, political unrest, economic instability and pandemics.

You can read about the economic impacts of tourism in more detail here.

According to the ONS, outbound tourism is a significant market in the UK, accounting for 1.8% of GDP.

The outbound tourism sector accounts for more than 221,000 jobs in the United Kingdom.

The economic contribution of UK outbound tourism equates to £37.1 billion.

The graph below indicates which destinations UK outbound tourists are choosing to travel to, with Spain being the most popular.

Outbound tourism is an important part of the structure of the tourism industry . Many countries rely heavily on outbound tourist markets and outbound tourism is a significant economic contributor. The outbound tourism market has grown and developed throughout the years, with the most significant and rapidly emerging market being the Chinese.

• An Introduction to Tourism : a comprehensive and authoritative introduction to all facets of tourism including: the history of tourism; factors influencing the tourism industry; tourism in developing countries; sustainable tourism; forecasting future trends.
• The Business of Tourism Management : an introduction to key aspects of tourism, and to the practice of managing a tourism business.
• Tourism Management: An Introduction : gives its reader a strong understanding of the dimensions of tourism, the industries of which it is comprised, the issues that affect its success, and the management of its impact on destination economies, environments and communities.

By: Bastian Herre , Veronika Samborska and Max Roser

Tourism has massively increased in recent decades. Aviation has opened up travel from domestic to international. Before the COVID-19 pandemic, the number of international visits had more than doubled since 2000.

Tourism can be important for both the travelers and the people in the countries they visit.

For visitors, traveling can increase their understanding of and appreciation for people in other countries and their cultures.

And in many countries, many people rely on tourism for their income. In some, it is one of the largest industries.

But tourism also has externalities: it contributes to global carbon emissions and can encroach on local environments and cultures.

On this page, you can find data and visualizations on the history and current state of tourism across the world.

Interactive Charts on Tourism

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Trends, Growth, and Opportunity Analysis of Outbound Tourism in the United States

In-depth Look at Demand Forecast for Outbound Tourism in the United States by Leisure Travel and Business Travel through 2034

Growing Desire Among the American Population to Indulge in Diverse Cultural Traditions Leading to Increase in Outbound Tourists from the United States

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United States Outbound Tourism Industry Snapshot

The demand for outbound tourism in the United States is expected to be valued at US$ 108.81 billion in 2024 and reach US$ 412.26 billion by 2034. Outbound tourism is expected to progress at an impressive CAGR of 14.2% through 2034.

Industry Outlook

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United States Outbound Tourism Growth Analysis

• Tourists from the United States are increasingly flocking outbound not only to roam destinations but also to immerse themselves in the culture of the region. Thus, outbound tourism’s function is increasing in consumers’ eyes in the United States.
• The United States is recognized to be a melting pot of cultures and an increasing number of tourists in the country are traveling internationally to connect to their roots.
• Rising disposable income in the United States is enabling the population of the country to spend more money on outbound tourism activities.
• The United States passport is in the top 10 when it comes to passport rankings, allowing American tourists to travel to nearly every recognized country in the world. Thus, the ease factor is propelling the outbound tourism industry in the country.
• By highlighting previously little-explored locales around the world or showcasing popular destinations in a new light, social media is playing a key role in inducing wanderlust among the population of the United States and leading to growth in outbound tourism in the country.

United States Outbound Travel Trends

• Mexico remains the region that Americans travel to the most, with a survey by the National Travel and Tourism Office of the United States pegging the number at 33.5 million in 2022. The vibrant culture of the nation, along with party hotspots like Acapulco and Tijuana, is inducing more outbound tourism from the United States to the country.
• Increasing number of American patients are taking the plunge and traveling abroad for medical tourism . This trend is particularly evident in Americans traveling to Asian countries for local remedies not widely available in the United States, like Ayurveda treatments in India.
• Rise in pollution levels in the United States is seeing an increasing number of tourists in the country traveling abroad for escapism. Beaches in the Caribbean and jungle safaris in Africa are winning over tourists from the United States.
• Continuing expansion of American companies in the United States is seeing more international travel from the country for business purposes.
• Passionate sports culture in the United States is helping the outbound tourism industry in the country. A survey commissioned by Visit Anaheim that about 45% of American sports fans have traveled abroad to watch sports and 35% have planned international trips around the location of a sporting event.
• With remote work becoming more prominent among the American population, an increasing number of Americans are taking workcations, thus increasing the scope of outbound tourism from the United States.

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Overview of Restrictive Factors for Outbound Tourism in the United States

Worsening geopolitical conditions and rising flight prices are factors restraining the growth of outbound tourism in the United States. Safety concern while traveling abroad is another factor impeding the growth of the industry.

Comparative View of Adjacent Industries

In addition to the United States outbound tourism industry, analysis has been done on two other related industries. The industries by name are the India outbound tourism industry and the Japan outbound tourism industry.

Government initiatives to facilitate more international travel are helping the growth of outbound tourism in India. Social media influence is also fueling the desire for international travel among Indians.

Rising disposable income in Japan is enabling more Japanese people to engage in outbound tourism. Japanese people’s propensity to make frequent trips to nearby nations like the Philippines and South Korea is also benefitting the outbound tourism industry in Japan.

United States Outbound Tourism Industry:

India Outbound Tourism Industry:

Japan Outbound Tourism Industry:

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Category-wise Insights

Leisure travel is the overwhelming reason for outbound travel among american consumers.

Leisure travel is anticipated to account for 45.0% of the industry share in 2024. Some of the reasons it is the top reason for outbound tourism are:

• Rising disposable income among the American youth is seeing the young generation of the country more inclined towards taking luxurious holidays. Thus, leisure-based abroad trips are getting more extensive among American tourists.
• Tourists are traveling abroad in the United States to immerse themselves entirely in the traditions of the locale they are visiting. Thus, the scope of leisure travel is increasing in the United States outbound tourism.

Families are the Predominant Configuration of Outbound Tourists from the United States

In 2024, families are expected to account for 44.3% of the industry share by tourist type. Some of the reasons families remain the predominant type of tourists are:

• Tourist companies in the United States advertising attractive packages for group travel are seeing tourist units comprised of families travel abroad more.
• Rising concerns with safety and comfort show that American consumers prefer taking trips with families over solo travel.

Competitive Landscape

Framing attractive packages and introducing discounts, offers, and more, is a common policy among players in the United States. Extensive trips spanning multiple countries are also being increasingly offered by these tour providers.

Butterfield & Robinson is one of the prominent players in the American outbound tourism landscape. The company is attracting consumers through its luxury tours. Other players are focused on partnerships and mergers to strengthen their position in the landscape.

Recent Developments

• In July 2023, Brand USA hosted its first sales mission in Japan.
• In 2019, LoungeBuddy, a platform that aims to ease access to lounges in airports, was acquired by American Express.

Key Coverage in the United States Outbound Tourism Industry Report

• USA Overseas Tourism Industry Analysis
• Growth Forecast of Traveling Abroad from the United States
• USA Tourist Spending Overseas Assessment
• USA Outbound Tourism Growth Report
• Demand in the USA Outbound Tourism Industry
• Industry Value of the USA Outbound Tourism

Scope of the Report

The united states outbound tourism industry by category, by purpose:.

• VFR & Others

By Booking Channel:

• Phone Booking
• Online Booking
• In Person Booking

By Tourism Type:

• Cultural & Heritage Tourism
• Medical Tourism
• Eco/Sustainable Tourism
• Sports Tourism
• Wellness Tourism & Others

By Tourist Type:

• Independent Traveller
• Package Traveller

By Age Group:

• 15-25 Years
• 26-35 Years
• 36-45 Years
• 46-55 Years
• 66-75 Years

Frequently Asked Questions

What is the estimated industry value for outbound tourism in the united states in 2024.

The United States outbound tourism demand value is estimated to be US$ 108.81 billion in 2024.

What is the Demand Forecast for Outbound Tourism Through 2034 in the United States?

Outbound tourism demand is expected to reach US$ 412.26 billion by the end of 2034 in the United States.

What is the United States Outlook for Outbound Tourism?

The United States is expected to register a CAGR of 14.2% over the forecast period.

What are the Key Trends for Outbound Tourism in the United States?

Undertaking tourist expeditions to escape worsening environmental conditions and the rising popularity of medical tourism are two of the trends related to outbound tourism in the United States.

What are the Prominent Companies for Outbound Tourism in the United States?

Butterfield & Robinson, Expedia Inc., Priceline Group, and America Express Global Business Travel are some of the prominent companies offering outbound tourism in The United States.

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Outbound tourism

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Outbound tourism describes the phenomenon of residents traveling from one country to another (World Tourism Organization 1994 ). It does not comprise of goods and services acquired for or after the trip within the generating country. It may be contrasted with inbound, domestic, and border tourism . For example, from an Australian perspective, visitors from the United States are inbound tourists, while from the US standpoint, they are outbound tourists.

With rising levels of disposable income, however, many emerging economies have shown fast growth. In 2012, the world’s top five destinations were the United States, Spain , France , China , and Macao (China). Source markets are largely concentrated in the industrialized countries of Europe , the Americas , and Asia and the Pacific (UNWTO 2013 ). With regard to expenditure on outbound tourism, China has shown by far the fastest growth. With the 2012 surge, China leaped to first place (US$102 billion), overtaking both the longtime top spender Germany...

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Gholipour, F., and R. Tajaddini 2014 Cultural Dimensions and Outbound Tourism. Annals of Tourism Research 49:203-205.

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Pearce, D., and R. Butler 2010 Tourism Research: A 20-20 Vision. Oxford: Goodfellow.

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World Tourism Organization 1994 Recommendations on Tourism Statistics. New York: United Nations.

UNWTO 2013 UNWTO Tourism Highlights. Madrid: World Tourism Organization.

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Ding, P., Jiang, S. (2015). Outbound tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_139-1

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What is the demand for outbound tourism on the European market?

Global outbound tourism continues to recover well, reaching 84% of pre-pandemic levels by the end of July 2023. Germany and the UK are the largest European markets, and demand for outbound travel from these markets is high. Africa and Asia are the most visited regions by Europeans, and Turkey is the most popular destination by some margin. Europeans want to enjoy a wide variety of travel experiences. These include culture, wellness, food tourism, nature tourism and ecotourism, walking and hiking, and community-based tourism (CBT). In developing destinations, Europeans often look for adventure tourism.

Contents of this page

• What makes Europe an interesting market to target?
• Which European markets offer the most opportunities for tourism suppliers in developing countries?
• Which tourism products from developing countries are most in demand in European markets?

1. What makes Europe an interesting market to target?

Europe is an interesting market to target because it is the largest outbound travel market. As the tourism sector continues its recovery, Europe and the Middle East are bouncing back most quickly. The industry expectation is that tourism will recover to 2019 levels by the end of 2024 or 2025, although this will vary from region to region. Challenges to the sector’s recovery include the state of the global economy and the impact of economic developments on personal travel budgets, as well as the ongoing war in Ukraine, which continues to create uncertainty. Longer term, sustainability remains a challenge as the sector strives to meet global net-zero commitments by 2050.

Current status of worldwide tourism after the pandemic

Tourism is proving to be a highly resilient global industry. The sector is on track for a full recovery, with arrivals reaching 84% of pre-pandemic levels between January and July 2023 and 90% in July 2023. Around 700 million tourists travelled internationally between January and July 2023. This is roughly 43% more than in the same months in 2022.

Table 1: Worldwide tourism arrivals in 2022 and Q1-Q2 2023 compared to 2019

Source: UNWTO

• The Middle East witnessed the strongest performance between January and July 2023. Arrivals were 20.3% higher than those reported for the same period in 2019. In Q1 2023, the region already saw a 15% increase in arrivals compared to the same quarter in 2019, making it the first to achieve pre-pandemic numbers in a full quarter.
• Arrivals to Europe reached 91% of pre-pandemic levels by the end of July 2023. Recovery was mostly driven by strong intra-regional demand: Europeans preferred to visit neighbouring European countries over long-haul destinations. The Southern Mediterranean region exceeded pre-pandemic levels by 1%.
• Africa also performed strongly, witnessing a return to 92% of pre-pandemic levels. The North Africa subregion in particular exceeded pre-pandemic levels in the first half of 2023 (+8%).
• The Central America subregion also performed strongly in the first seven months of 2023, exceeding pre-pandemic levels by 1.7%. The region was quicker to open up to international tourism following the pandemic, which stimulated faster growth.
• South America recovered to 89% of pre-pandemic levels, led by strong performers such as Colombia, where arrivals are already exceeding 2019 levels.
• Asia was the slowest growing region, recovering to 61% of pre-pandemic levels. Many countries in this region opened up more slowly – China did not reopen its borders to international tourism until March 2023. South Asia, however, enjoyed a stronger recovery (93%) than other Asian subregions.

By destination, several countries exceeded arrivals recorded between January and July 2019, with some even enjoying double-digit growth. Many of these high performers were European countries, including Albania (56%), Andorra (31%), Armenia (31%), Liechtenstein (19%), Serbia (17%), Montenegro (14%) and Iceland (13%). Outside Europe, many developing destinations also saw unprecedented growth in the first quarter of 2023. Arrivals in these countries were much higher than in 2019, as can be seen in the table below.

Figures from the International Air Transport Association also show a strong recovery post-pandemic. By the end of May 2023, global air traffic revenues had recovered to 96% of pre-pandemic levels . Passenger numbers were back at 88%.

Future projections and challenges

The state of global tourism mid-2023 is cause for optimism, and current projections indicate that recovery will continue. International tourism is expected to remain on track to recover to between 80% and 95% of pre-pandemic levels, depending on the region. There is also growing confidence that international tourism will fully recover – to pre-pandemic levels – by the end of 2024. However, this will also vary from region to region.

In October 2023, the International Monetary Fund (IMF) predicted that the global economy would grow by 3% in 2023, an increase of 0.2%. Growth is expected to be driven partly by increased travel after the pandemic, as well as by a strong jobs market and services sector. Still, challenges to this growth remain.

Downturns or slow growth in some of the world’s largest economies, including the US, Europe and China, may have a negative impact on tourism performance at a macro level. At a more local level, there are high consumer prices, high inflation and high interest rates, which continue to dent consumer confidence.

Driven by the war in Ukraine, which has pushed up prices, the cost-of-living crisis has affected many countries, including developed nations. The soaring costs of food and energy, along with high inflation rates, are negatively affecting consumer budgets. Other factors that are limiting growth are travel disruptions caused by staff shortages and industry disputes in the travel and transportation sector. These continue to play a role in several destinations.

Besides the war in Ukraine, there are other geopolitical tensions as well. The relationship between NATO and Russia is strained, for instance, as is the one between the US and China. These tensions could also threaten the recovery of the tourism industry. Safety and security are becoming more and more important as tourists actively assess any potential threats to their own personal safety while travelling.

• Stay up to date on global, regional and national issues that might have an impact on your local tourism sector. Having a good understanding of these issues will help you reassure your buyers if they have concerns. Be sure to take appropriate action to address issues if necessary.
• Use the CBI study How to manage risks in tourism to keep your risk management policy up to date. Although the pandemic is officially over, other risks remain.

Sustainability requirements

At a macro level, switching to sustainable business practices to fight climate change has never been more important. Net-zero targets have been adopted by 97 countries , including the EU’s 27 member states and the UK. At a micro level, tourists are increasingly concerned about their negative impact on the planet, people and places. Europeans are becoming more eco-conscious and expect tourism businesses to be sustainable. They also want to see evidence that their actions are not damaging the places they visit.

The EU Green Deal was launched in 2019 and involves a series of sustainability measures. The goal of these measures is to help Europe become the first climate-neutral continent by 2050. This will have an impact on European tour operators, who will have to meet certain sustainability standards. These standards will also apply to their partners, including local tour operators.

• To find out how to make your business sustainable, read the CBI study How to be a sustainable tourism business .

Analysis of outbound tourism volumes from Europe

Europe is the largest source market for outbound tourism, making it an interesting region to target. In 2019, there were 743.9 million international tourist arrivals from Europe (UNWTO). These accounted for just over one half (51%) of global outbound tourism (1.465 billion international arrivals).

By 2022, the share of international arrivals from Europe had risen to 62% of global outbound tourism, reaching 595 million (80% of the 2019 level). This share may decrease again as tourism returns to normal levels. Still, it remains a good indicator of the strength of the European market. Air passenger traffic also shows that Europe is recovering well from the pandemic. By Q3 2022, it had already recovered to 86% of the 2019 level.

Source: Eurostat

An analysis of travel data reveals that Europeans predominantly visit European destinations. Of 1.1 billion trips taken by European nationals in 2019, 96.3% were to European countries, according to Eurostat. This means that 33.8 million trips were taken to destinations outside Europe. These figures are not surprising. Most Europeans prefer short-haul destinations, and there are many neighbouring countries with excellent tourist attractions that are easily accessible and familiar to European nationals.

But many Europeans also like to explore the rest of the world. Before the pandemic, demand for travel to developing destinations was increasing, and exciting experiences, transformative travel and nature-based travel were becoming more and more popular. This means that there are lots of opportunities for local tour operators to reach this large outbound tourism market.

Asia and Africa are the most popular destinations for trips outside Europe, accounting for 44.3% and 35.1% of trips in 2019 respectively. Central and South America accounted for 16.2% of trips.

The most popular destinations for Europeans have remained the same for many years. Turkey, Egypt, Thailand and Morocco are the countries with the highest number of visitors from the key source markets. Turkey, Egypt and Morocco are medium-haul destinations. They are relatively easily accessible by Europeans from all over the continent and are well served by air, including by low cost carriers (LCCs). These destinations appeal to all kinds of visitors, from budget to luxury tourists.

Thailand is a long-haul destination, but it has drawn European nationals for many years. It offers world-class attractions and extraordinary natural environments, and has a reputation as a good value destination. Like Turkey, Egypt and Morocco, it also has a favourable, warm climate that appeals to Europeans.

In 2019, 33.5 million Europeans travelled to Turkey, making it the top destination by a wide margin. Egypt was the second most visited destination (8.4 million), followed by Thailand (7 million). Turkey was also quicker to recover after the pandemic, welcoming a significant number of visitors in both 2020 and 2021.

Further analysis of arrivals to top developing destinations from key source markets shows that tourists from different European countries prefer different destinations. For instance, the table below shows that in 2019:

• The top destinations for German holidaymakers were Turkey (5 million arrivals) and Egypt (1.7 million).
• British tourists preferred Turkey (2.5 million) and Thailand (1 million).
• French tourists mostly travelled to Morocco (2 million) and Turkey (0.9 million).
• Spanish tourists also preferred Morocco (0.9 million), as well as Mexico (0.4 million).

Language is clearly a factor when it comes to these preferences. Morocco has a high proportion of French speakers, while the national language of Mexico is Spanish. These factors are more fully explored in the section below, Which European markets offer the most opportunities for tourism suppliers in developing countries ?

Analysis of global and European value of tourism

International tourism expenditure was €1,335 billion in 2019 . After collapsing to roughly a third of the 2019 level in 2020, by 2022 expenditure had recovered to €979 billion, 69% of the pre-pandemic level. Europe accounted for the largest share of global spending in 2022, at 53%.

European countries are big spenders when it comes to outbound tourism. There are six major European markets in the top 15 countries by outbound expenditure, and Germany, the UK and France are the top spending markets after the US and China. Moreover, tourists from Germany, the UK and France spent almost as much in 2022 as they did in 2019, which shows that these markets are on track to make a full recovery.

Table 2: International tourism expenditure by top source markets, 2019 and 2022

Source: UNWTO; *ONS

Outside the top 15, Switzerland, Belgium and Norway are the biggest European outbound tourism spenders, making them interesting markets to target.

• Continue to monitor tourism recovery trends and patterns in your target markets. Google Trends and Looker Studio (previously Data Studio) have a range of free online tools for this. Google Trends shows the popularity of top Google search queries, while Looker Studio creates graphs, charts and tables to help visualise this data. CBI has created several Data Studio Dashboards to help you understand demand and recovery in the biggest outbound markets.
• Read the study How to forecast tourism demand with Google Trends & Data Studio? for more information, and watch the video on how to use the dashboard .

2. Which European markets offer the most opportunities for tourism suppliers in developing countries?

The European markets that offer the most opportunities for tourism suppliers in developing countries are Germany, the UK, Italy, France, the Netherlands and Spain. These are the largest outbound overnight tourism markets from Europe. Please note that the UK figures in the chart below also include day visitors.

Sources: UNWTO; OECD (Germany, 2021); ONS (UK)

Research conducted by CBI in 2022 indicates that these source markets have a high preference for travel to developing countries. It is also interesting to note that there was a greater intention to travel to developing countries in the next 12 months, particularly amongst British, Spanish, Italian and French nationals.

Table 3: Europeans’ travel plans in the next 12 months, 2022

Source: CBI

Germany has a population of 83 million, the largest of any European country. It also has the largest economy in Europe and the fourth largest in the world. Germans enjoy a high standard of living. Like most of Europe at the beginning of 2023, Germany was affected by high energy costs as a result of the war in Ukraine, and by rising inflation. These factors led to low consumer confidence, which affected consumer spending.

The German economy is strong, but there are still uncertainties about economic growth, consumer confidence and the longer-term outlook. (It should be noted that these uncertainties are not unique to Germany, but also exist in other European countries.) In September 2023, it was reported that the German economy had stagnated in Q2 2023 and was forecast to shrink by 0.4% for the year. Inflation is expected to fall to 6.4% in 2023 and to 2.8% in 2024. Looking ahead, the German economy is forecast to grow by 1.1% in 2024.

German outbound travel market

Germany is Europe’s largest outbound travel market. In 2019, German nationals made 99.5 million overnight trips. The market is also predicted to grow over the next 10 years. In 2022, Germany’s outbound tourism market was valued at US$95.3 billion , and it is projected to grow to US$241.4 billion by 2032. This represents a compound annual growth rate (CAGR) of 9.7% during the forecast period. Germans are keen travellers and Germany is likely to be one of the first European outbound tourism markets to recover fully from the pandemic.

In 2022, Reise Analyse reported that German nationals took 67.1 million holiday trips of 5+ nights . Of these trips, 73% were to international destinations (49.0 million), only slightly less than in 2019. 2022 was a record year for holiday travel expenditure, with German tourists spending €80.1 billion, €7 billion more than in 2019.

Figure 7: Volume of German holiday travel in 2022

Source: Reise Analyse

Germans like to travel to a variety of destinations, both domestically (27% of all trips) and internationally (73%). Europe is the top destination for German tourists (57%); long-haul destinations account for just 6%. Turkey is the most popular developing destination for German tourists, representing 7.9% of all outbound trips in 2022, a 1.6% increase on 2021. Turkey is conveniently located and well served by a range of scheduled, charter and LCC flights.

Egypt, Thailand, Morocco and South Africa are also popular with German tourists, although German arrivals to these destinations have not fully recovered yet. Before and (to some extent) after the pandemic, other popular destinations for German tourists have included Vietnam, Sri Lanka and Namibia. German is still spoken in in certain areas of Namibia, which adds to its appeal.

German travel behaviour

According to Reise Analyse, the average length of stay in 2022 was 12.6 days, slightly longer than in 2019 (12.4 days). Average spending per trip also increased, from €1,032 in 2019 to €1,194 in 2022. Additional research found that German tourists spent more than one third of their budget on accommodation (35.6%), more than any of the other source markets. This was followed by flights and other transport (23.9%). Activities accounted for 12.8% of German budgets, more than any other source market except France.

Germans like to book package holidays, more than other European tourists. In the past, they preferred to book directly with travel agents. However, they are increasingly booking their holidays online (49.6%, an increase of 5.6% percentage points). At the same time, face-to-face bookings are falling (36.1%, a decrease of 2.9% percentage points).

German characteristics and travel motivations

Germans are particularly motivated by a desire to experience nature. They enjoy beautiful scenery and wildlife, and going to the beach is a popular activity. They also like to stay active – walking/hiking and cycling are important pastimes. Culture is important to them as well, and visiting cities, shopping and enjoying local food and wine are key activities that appeal to German tourists.

Like many Europeans, German tourists care about sustainability, and they are increasingly looking to minimise their travel impact. Research conducted by the EU in 2021 found that amongst German tourists:

• 54% would choose to consume locally sourced products while on holiday.
• 47% would be prepared to pay to protect the natural environment.
• 45% planned to reduce waste while on holiday.
• 43% would travel to less visited destinations.

United Kingdom

The UK has a large population of 67.3 million, as well as the second largest European economy. Because the British economy is largely service-driven, it contracted more sharply during the pandemic. Although GDP grew by 4% in 2022, it has fallen since then, and the economy is expected to be weak in 2023 and 2024 . Inflation and interest rates remain higher than in many other European countries. This directly contributes to the current cost-of-living crisis, which in turn has a negative impact on consumer confidence.

British outbound travel market

The UK is the second largest outbound tourism market in Europe, and British tourists made more than 93 million outbound trips in 2019. Since the end of the pandemic, demand for travel has been very high. In 2022, British nationals took 71 million trips, 76% of the 2019 level. It is most likely that outbound tourism from the UK will recover in 2024 or later, depending on the state of the economy and the spending power of British tourists. An optimistic projection from 2022 suggested that outbound tourism would reach 86.9 million trips by 2024 .

The future outlook for outbound tourism from the UK is positive, despite economic difficulties. The UK’s outbound travel market was estimated to be worth US$76.7 billion in 2022 and is projected to reach US$175.2 billion by 2032, growing at a CAGR of 8.6% during the forecast period. However, continued economic uncertainties may affect tourism’s recovery. Affordability is now a major criterion for British tourists in deciding where to go on holiday. British tourists spent £62.3 billion abroad in 2019, and £58.5 billion in 2022 (94% of the 2019 level).

Britons are very keen tourists, and they travel to a diverse range of countries. Compared to the other key source markets, British tourists are most likely to visit developing destinations. Turkey has consistently been the most popular long-haul destination for British tourists for many years, followed by India. India and many African countries like Kenya and Tanzania are traditionally popular destinations for UK nationals, owing to historical ties.

The table below clearly shows that UK arrivals to developing destinations are beginning to recover. In 2022, arrivals to Turkey, Mexico, Nigeria and Egypt surpassed those in 2019, showing robust demand for overseas tourism from the UK.

Source: ONS

British travel behaviour

In 2022, British tourists stayed for an average of 8.7 nights while on holiday, 6.9 nights when travelling for business and 17.1 nights when visiting friends or relatives. In 2019, the average spend per holiday trip was £739, compared to £697 per business trip. By 2022, average expenditure had risen to £887 for a holiday trip and £1,070 for a business trip – an increase of 20% and 46% respectively.

Britons spend almost a third of their travel budget on flights and transport, over a quarter (28.3%) on accommodation and almost a fifth (19.8%) on food and drink. Tourists from the UK spend the least on accommodation compared to other source markets.

A 2022 study found that online travel agencies (OTAs) were the preferred booking method for British tourists (39%), followed by booking accommodation and flights separately (26%). Tour operator bookings accounted for 16%.

British characteristics and travel motivations

Travel is important to UK nationals and they are experienced overseas tourists. Visiting other countries allows them to escape their daily routine, recharge and have new experiences. While they like immersive experiences, hygiene, accessibility, convenience and safety are still important to them. British tourists also like to take part in activities, which is one of the top factors influencing their final decision. Common activities include visiting natural attractions and wildlife watching.

In 2023, Mintel conducted a study on British holiday intentions in the next 12 months. It found that:

• A summer beach holiday was the most popular planned holiday (47%).
• City breaks were the second most popular (45%).
• 35% were planning a family holiday.
• 23% intended to go on a cultural and historical sightseeing holiday.

British tourists are very sustainability minded. In a recent survey, 86% of British respondents stated that sustainability was important to them . Amongst the 18-24 age group, this figure rises to 95%; in the 65+ age group, it is 75%. Other research revealed that 32% of British travellers avoid flying altogether on account of environmental concerns, and 62% would use more sustainable forms of transport (such as trains) if they were cheaper. Busy destinations are avoided by 59%, who are more interested in travelling to lesser-known places.

All in all, sustainable destinations are more likely to attract British tourists.

Italy has a population of 60.2 million, the fifth largest in Europe. Its economy – the eighth largest in the world – grew by 3.9% in 2022, driven by domestic demand. This growth is expected to slow down in 2023, however, as a result of high inflation. Most Italians are well educated and enjoy a high standard of living. They tend to speak English to a good level, but appreciate information being made available in Italian.

Italian outbound travel market

Italian tourists made 34.7 million outbound trips in 2019. In 2021, they made 12.4 million outbound trips; this figure rose to 25.1 million in 2022, reaching around 72% of the 2019 level. By the end of May 2023, outbound travel was at 88% compared to 2022, suggesting that recovery in Italy may be slower than in other European countries. Some forecasters estimate that Italian tourism will not fully recover from the pandemic until 2025 , and business travel until 2027.

According to the Banco d’Italia, outbound tourists spent €26.0 billion in 2022 , just short of the €27.1 billion spent in 2019 (96%).

Domestic travel is very popular in Italy; outbound travel accounts for just 24% of tourism departures. Egypt, Turkey and Morocco are the most popular outbound developing destinations for Italian tourists. There was notable growth in departures to Turkey and Mexico in 2021.

Destinations popular with Italian tourists before the pandemic included Madagascar, Indonesia, Jordan, Vietnam and South Africa.

Italian travel behaviour

The average length of stay of Italian tourists has been increasing. In 2019, the average length of stay while on holiday was 8.3 days; by 2021, this had risen to 12.9 days. It is likely that Italians were keen to make the most of their travel time after the pandemic and opted for longer stays. The average spend per trip in 2022 was €909.63, a 16% increase from 2019 (€780.97). This could be the result of the increased length of stay.

Italians spend the largest share of their travel budget on accommodation and flights (30.6% and 27.1% respectively). Around 12.8% is spent on activities, the highest amongst the source markets along with France and Germany.

Italian tourists like to book trips well in advance, sometimes up to 11 months. They value recommendations from friends and family very highly (52%) and often use review sites (41%). In general, they like to do a lot of online research before making a decision. Italians are more likely to book their own travel arrangements using online platforms compared to other European countries and tend not to book package holidays.

Italians are tech savvy and spend a lot of time on social media.

Italian characteristics and travel motivations

Italians look for active, cultural holidays and prefer exploration to relaxation. They enjoy nature and like to spend time in the great outdoors, visiting natural attractions and experiencing wildlife. They are also very outgoing and like to eat out and socialise.

Italian tourists have the following characteristics:

• Older, wealthier Italians will travel at any time of the year.
• Italians like guided tours with Italian-speaking guides.
• Security, high-quality accommodation and good food are important to them.
• More than a quarter of Italians like to travel off-season.

While keen on sustainability, Italians are less sustainably minded than other European nations when they travel. However, as a nation of ‘foodies’, they do like to consume locally sourced produce while on holiday (42%). They also prefer to travel outside the main tourist season (27%), offering good opportunities to attract Italians in the low and shoulder seasons.

France has a population of 67.6 million people, the third largest in Europe. The French enjoy a high standard of living and above average wages within the European region. France’s economy is the third largest in Europe, after Germany and the UK. Despite the cost-of-living crisis and high inflation, which are affecting most countries in Europe, the French economy is expected to grow by 1% in 2023 and 1.2% in 2024 .

French outbound travel market

The French like to travel, making 30.4 million outbound trips in 2019 and 13.1 million in 2021. France’s outbound tourism expenditure is the third highest in Europe, after Germany and the UK, and in 2019 French tourists spent €56.7 billion overseas. The domestic leisure market proved resilient during the pandemic, and outbound travel is expected to recover in 2024 .

The outbound travel market is estimated at US$33.9 billion and projected to reach US$51.6 billion by 2032. This represents a CAGR of 4.3%.

Outside Europe, Africa is the most popular continent for French nationals to travel to. In 2019, Morocco was the most popular destination for French tourists, followed by Tunisia and Turkey. The table below shows that French tourism to most developing destinations still has some way to go before it reaches 2019 levels again. Before the pandemic, Malaysia, Sri Lanka, Chile, Colombia and Costa Rica were popular choices for French long-haul tourists. Countries with historical ties to France, like Senegal and Madagascar, are also favoured.

S ource: UNWTO

French travel behaviour

The average length of an outbound trip was 8.45 days in 2019; in 2021, this had fallen to 8.11 days. French tourists spend most of their travel budget on flights and transport (30.2%) and accommodation (29.5%). They also spend a comparatively large amount on food and drink (19.4%). Meanwhile, activities represent 13.1% of their expenditure, more than any other source market.

French tourists tend to start planning their trips around six months in advance, depending on the destination. They particularly value recommendations from friends and relatives (54%) and use websites to look at reviews and ratings from other tourists (29%). They are also keen users of traditional guidebooks alongside social media platforms. Generally, French tourists prefer to book directly with airlines and hotels (28%), and through online platforms (22%). If possible, they will use personal connections to book through a trusted source (26%).

French characteristics and travel motivations

French tourists are especially interested in the natural environment of a destination, and off-the-beaten-track destinations are becoming more popular. Local cultural offerings are also very important to them.

French people are known for their independent nature. Many French tourists like to make their own decisions and prefer to travel individually rather than as part of a group. The French can be very direct and straightforward in their communication, and they tend to speak less English than tourists from other European countries – if you can speak French to them, it will be appreciated. Reassurance about health and safety precautions are important for French holidaymakers.

French tourists are particularly interested in food, nature and scenery, and experiencing local culture. They like authenticity and immersive experiences. As an ageing country, the 55+ age group is set to be an important consumer group.

As a nation, France is especially concerned with sustainability, and French tourists are more likely to pay more for sustainable travel and accommodation than other Europeans. According to EU research, almost half of French people (48%) feel that sustainably certified accommodations are important . Individually, French tourists are increasingly choosing to travel less and stay longer. They may also look for alternative travel options, for instance taking the train instead of flying. French tourists have a number of strong preferences:

• Eat locally sourced products while on holiday (52%).
• Reduce waste while on holiday (45%).
• Know that more of their money directly benefits local communities (39%).
• Go on holiday outside the main tourist season (39%).

Netherlands

The Netherlands is a small but densely populated country of 17.5 million people. It is a wealthy, highly developed nation with a well-educated population. The Dutch economy is set for moderate growth in 2023 . The Netherlands is one of the most environmentally aware and sustainability-minded countries in Europe.

Dutch outbound travel market

Travel is extremely important to the Dutch – 85% of the population travel for personal reasons. In 2019, there were 22.0 million outbound trips from the Netherlands, which is an average of 1.3 trips per person and higher than the European average. The value of outbound tourism was €17.6 billion in 2019 and €7.5 billion in 2021, 60.4% below the level of 2019.

Recent outbound expenditure shows that Dutch people are increasingly keen to travel overseas again. In Q3 2022, outbound Dutch tourists spent more than €8.4 billion overseas , of which €1.4 billion was spent outside Europe. This represents an increase of 9% over the same period in 2019.

Turkey was the most popular destination for Dutch tourists in 2019, and demand for Turkish holidays showed strong growth in 2021. Morocco and Mexico were also popular destinations for Dutch tourists. Other notable destinations for Dutch tourists both before and after the pandemic include Malaysia, Vietnam, India and Colombia.

Dutch travel behaviour

According to Eurostat, the average length of stay of Dutch tourists abroad was 10.2 nights, and they spent €790 per trip. Dutch tourists are price conscious and look for good value. Like tourists from other European markets, the Dutch spend the majority of their travel budget on accommodation (30.2%) and flights and transport (28.2%). They also spend a relatively high proportion of their budget on food and drink (22.2%).

When planning a trip, the Dutch rely heavily on word of mouth from friends, colleagues and relatives (53%), and they use their own personal experiences to help shape their decisions (40%). As tech-savvy consumers, Dutch tourists also use websites like Tripadvisor to compare customer reviews and ratings, and to gather information.

Dutch characteristics and travel motivations

Nature and culture are important to Dutch tourists. They are also adventurous, seeking less crowded destinations with good sustainable credentials. Authentic experiences are important to them as well. They look for relaxation and the opportunity to get away from the stresses of everyday life by enjoying nature and outdoor activities.

Many Dutch people speak multiple languages to a good level, particularly English. They are interested in other cultures and are careful with their money, looking for good value. They are well organised when it comes to planning their holidays, often researching trips up to six months in advance. They are very comfortable using the internet to book their trips; few Dutch tourists use traditional travel agents to book their trips these days.

In general, the Dutch are very concerned about the environment, preferring to travel sustainably. The younger age groups show the strongest intention to change their travel behaviour. These changes include choosing alternative forms of transport to avoid flying and minimising their use of plastics to protect the environment. More and more Dutch people are becoming vegetarians (11% of the population) , particularly the younger generation aged 18-24. Destinations with good vegetarian cuisines will be popular choices for conscious consumers.

Figure 18: Importance of sustainability to Dutch tourists

Source: Visit Britain

Additional EU research found that Dutch tourists like to take practical action to travel sustainably, and that they aim to:

• Take holidays outside the main tourist season (45%).
• Eat locally sourced products while on holiday (44%).
• Reduce waste while on holiday (44%).
• Travel to less visited destinations (43%).

Spain has a large population of 47.2 million people and a well-diversified and resilient economy. It has the 14th largest economy in the world and the fourth largest in the EU. Although the Spanish economy grew by 5.5% in 2022, driven by public spending, it has yet to return to 2019 levels. Moreover, growth is expected to slow in 2023. This means that, like other European tourists, Spanish holidaymakers will be looking for good value experiences as the cost of living continues to influence spending behaviour.

Spanish outbound travel market

In 2019, Spain was the fifth largest outbound tourism market in the EU, with 19.8 million outbound trips. Most of these trips were to European destinations, the most popular being France, Portugal and Italy. Spanish outbound tourists spent a total of €27.7 billion in 2019.

Before the pandemic, Morocco was the most popular developing country for Spanish tourists by some margin, followed by Mexico. In 2021, there was a notable increase in departures to Mexico and Costa Rica from Spain. Both of these countries are Spanish speaking, and Latin America opened up more quickly to tourism than Asia.

Other destinations that appeal to Spanish tourists include Vietnam, Indonesia and India. South Africa is also a trending destination for Spanish holidaymakers, with arrivals in 2022 exceeding expectations by 60.2%.

Spanish travel behaviour

In 2019, Spanish tourists’ average length of stay was 7.2 days; by 2021, this had risen to 9.4 days. This most likely reflects a desire to travel again after the pandemic. It is also possible that Spanish tourists saved their holiday leave to go on longer trips. However, expenditure per day fell from US$123.9 in 2019 to US$92.4 per day in 2021. Spanish tourists spend more than half of their travel budget on accommodation (30.3%) and flights and transport (27.5%), in line with other European nations. However, they also spend more than one fifth of their budget on food and drink (20.5%), more than any other source market.

EU research shows that Spanish tourists value recommendations from friends and relatives, and that they use a variety of online websites to book their trips, including OTAs. Cultural offerings are the most important factor for them, closely followed by nature and price.

Many Spanish tourists book their holidays online, and they typically plan their trips abroad one to six months in advance, depending on the destination.

Spanish travel motivations

Beach destinations are the most popular amongst Spanish outbound tourists (37%), followed by rural/nature destinations (17%). They are also keen on taking part in religious activities, most likely because many Spanish people are Catholic and actively take part in religious festivals and ceremonies – more so than many other European nations. Food and drink experiences, CBT and ecotourism are also increasing in popularity amongst Spanish tourists. Other post-pandemic trends include taking big, once-in-a-life trips, and nomadic travel.

Value for money and authentic experiences with opportunities to interact with local people and cultures are also important factors for Spanish holidaymakers in choosing a destination. However, local cultural offerings (44%) and the natural environment (43%) are the most important factors.

Spanish tourists are amongst the most sustainably minded and proactively look to minimise their impact on destinations when they travel. They like to:

• Consume locally sourced products while on holiday (71%).
• Reduce waste while on holiday (68%).
• Take holidays outside the main tourist season (53%).
• Travel to less visited destinations (52%).
• Reduce water usage while on holiday (52%).
• Contribute to carbon-offsetting activities (52%).
• To find out more about European markets, do your own internet research. Many countries’ tourism organisations publish market profiles and consumer insights, including the UK , South Africa , and Australia . Although these organisations focus on inbound markets, they can still offer valuable information about tourists’ characteristics and motivations.
• Look for tourism research published by the EU. The Eurobarometer studies survey public opinion in the EU. The Flash Eurobarometer 499 – Attitudes of Europeans towards tourism was published in 2021.
• To keep up with relevant statistics, consult UNWTO and Eurostat’s tourism database . UNWTO has a tourism dashboard for statistics, but for more detailed data you will have to pay to get access to the e-library . Eurostat publishes many statistics that can be accessed for free.

3. Which tourism products from developing countries are most in demand in European markets?

The tourism products from developing countries that are most in demand in European markets are closely aligned with the adventure tourism segment. Adventure tourism is defined as tourism that includes at least two of the following three elements: a physical activity, the natural environment and cultural immersion. Developing countries offer some of the world’s most exciting and interesting adventure tourism opportunities, which Europeans are especially keen to take part in.

The most popular tourism products amongst European tourists are culture, wellness, food tourism, nature tourism and ecotourism, walking and hiking, and community-based tourism (CBT). All of these segments, which are profiled below, overlap or have links with adventure tourism, which is the primary segment for most developing countries.

Cultural tourism

Cultural tourism involves travel to experience and learn about the culture of a country or region. It includes both the tangible features (built heritage) and intangible features (such as music, local lifestyles, homestays and so on) of a destination’s history and heritage, culture, art, architecture and religion that have shaped its way of life.

Cultural tourism is perhaps the largest tourism niche in the world today, valued at up to US$1.1 trillion. It overlaps with many other niches, including CBT, visiting cities, religious tourism and food tourism. According to UNWTO, at least 40% of all tourists worldwide are cultural tourists. Cultural tourism is also set to grow, as tourists seek meaningful, immersive experiences and transformative and experiential tourism have become major trends.

The market for European cultural tourists is large as well, accounting for an estimated 40% of all European tourism. Tourists from Italy, France and the Netherlands are most interested in cultural tourism, while Germany has the largest European cultural tourism market. Cultural tourists have specific characteristics. They are typically well educated, tech savvy and affluent, and they are active and frequent travellers. They also tend to stay longer in a destination, spend more per day and enjoy interacting with local communities.

Figure 21: Enjoying cultural tourism in Machu Picchu, Peru

Source: Unsplash

The quality of a cultural tourism product depends to a large extent on the quality of local guides. They must be able to offer interesting and stimulating information, as well as an authentic and unique experience. Like all tourism products, cultural tourism must be developed based on sustainable, responsible and ethical principles. It must directly benefit local communities, while any negative impact on those communities, and on the environment and local culture, must be minimal.

The market for European buyers is very large. Most European tour operators, including Window to Travel and Nomade Aventure , offer cultural tourism – usually as part of a trip that also involves other forms of tourism. Culture is also a popular theme in tour operators’ advertising. There are specialist cultural tour operators as well, such as Martin Randall and Envoy Tours . Online travel agents (OTAs) such as Withlocals and Viator sell huge numbers of cultural products, ranging from short tours to full-day sightseeing excursions. Private guides, cooking classes, guided tours and skip-the-line tickets to major attractions are also popular.

• To find out how to attract European tourists, read the CBI study What are the opportunities on the European cultural tourism market ?

Wellness tourism

Wellness tourism is another significant niche that has shown particular resilience since the pandemic. Globally, people have been more interested in their own health and wellness, actively seeking ways to stay fit, both physically and mentally. Wellness encompasses many traditional activities, including yoga, meditation, spa treatments, hot springs tourism and eating healthy. However, ‘feel good’ activities like CBT, walking, cycling and swimming also contribute to wellness, so this is a broad category.

Besides North America, Europe is the largest market for wellness worldwide. European wellness tourists took almost 300 million wellness trips the year before the pandemic, and this market is expected to expand. It was valued at US$814.6 billion in 2023 , and over the next seven year it is predicted to grow at a CAGR of 12.4%.

There are two types of European wellness tourists: primary wellness tourists and secondary wellness tourists. Primary wellness tourists usually stay in all-inclusive wellness resorts that are typically luxurious and offer a full wellness package. Secondary wellness tourists are a much larger group, accounting for almost nine in 10 wellness trips, and 86% of total wellness expenditure. They engage in wellness activities as part of a bigger trip and are more interested in the cultural link between a destination and its unique local wellness remedies. This is the group that offers the best opportunities for local tour operators.

Germany, the UK and France are the most important source markets for wellness tourism. The Netherlands, Spain and Italy are other important markets. Germans are particularly experienced wellness travellers who value spending time in nature. British tourists focus on mental wellness and often choose yoga and meditation retreats for their wellness trips. French holidaymakers spend more than their counterparts from other European countries and will often travel further (if they can), favouring French-speaking countries like Madagascar.

There are many specialist wellness tourism providers in the European market, such as Healing Holidays and Wellnessurlaub . OTA platforms like Viator , GetYourGuide and Musement offer an enormous range of wellness trips, tours and experiences. Wellness products sold to European consumers must meet strict regulations around health, safety, cleanliness and qualified practitioners. These are key to ensuring the safety of wellness tourists and confidence in the skills and professionalism of local operators.

• To discover more about the European wellness tourism market, read the CBI study What are the opportunities on the European wellness tourism market ?

Food tourism

Food tourism is a very large and important tourism niche that has become more and more popular amongst outbound tourists. Estimates of its value vary from US$500 billion to US$1 trillion. It is a very diverse niche spanning many different things, such as food festivals, food museums, cooking classes, wine tastings and artisan producer visits. Through food, tourists can get a true sense of a destination’s culture, heritage and traditions. Local cuisines are often the main factor in choosing a destination.

Europeans who want to have immersive and authentic experiences often choose food experiences. This means that there are lots of opportunities for local operators to develop unique food tourism products and showcase their local cuisine. Food tourism also reaches many more people than just dedicated food tourists. It can also help stimulate year-round tourism by attracting tourists travelling out of season.

The European market is estimated to account for 35% of the food tourism niche. Holidaymakers from Spain are most likely to be food tourists (31%), followed by Italy (22%), France (20%) and Germany (18%). Food tourists spend roughly the same as other tourists during a trip (€1,547).

The European buyer market is a mix of tour operators for longer trips and OTAs for short food experiences. Tour operators like Original Travel and Essential Escapes usually include food experiences as part of a longer trip. There are also a small number of specialist food tour operators, such as Gourmet on Tour . OTAs are the most common platforms for short experiences. This group includes specialist platforms like Traveling Spoon and Eatwith , as well as larger activity-based OTAs like Viator .

• To find out more about the food tourism niche market, read the CBI study What are the opportunities on the European food tourism market ?.

Nature tourism and ecotourism

Nature tourism and ecotourism are closely related. Nature tourism involves travel for the purpose of enjoying natural areas and their biodiversity. Ecotourism involves environment-based experiences that are sustainable, low impact and help to protect or preserve local communities or natural environments. Demand for authentic and immersive experiences in natural surroundings is very high in the European market. This has been driven by the pandemic, which caused tourists to actively seek out less crowded destinations and natural environments.

The nature tourism niche is a significant segment. In 2018, global tourism to protected areas was valued at US$600 billion, while wildlife tourism was valued at US$343.6 billion. In line with sustainability trends, demand from Europeans for authentic, responsible nature trips is high. Germany has the largest market for nature tourists, followed by France and the Netherlands. Ecotourists are often prepared to pay more for experiences if they are meaningful and immersive.

Figure 22: Nature tourism and ecotourism in Costa Rica’s rainforests

Sustainability is an essential component in nature tourism and ecotourism. Taking a ‘ nature positive ’ approach to tourism development has been identified as crucial in the global effort to halt and reverse biodiversity loss by 2030 and build a better world. EU research from 2021 shows that Europeans want to behave sustainably when they travel, for instance by consuming locally sourced produce and reducing waste.

European tour operators usually offer a range of different experiences as part of nature packages, including trekking, cycling, wildlife safaris and birdwatching. Ecotourism experiences are often included in nature packages, but they can also be sourced directly (such as an ecolodge in the rainforest). Examples of European tour operators that specialise in nature tourism and ecotourism include Better Places , Far and Wild Travel and ASI Reisen .

• Do your own research on the nature tourism and ecotourism markets. The CBI studies What are the opportunities in the European market for nature tourism ? and What are the opportunities on the European ecotourism market ? are a good place to start.

Walking and hiking

Walking and hiking are popular all over the world, and they are directly linked to nature tourism and ecotourism. There are all kinds of walking and hiking opportunities, ranging from easy trails over gentle terrain to more challenging routes in more difficult conditions. Trips can last from a few hours to days or weeks, or longer. Walking and hiking tourism encompasses several specialist niche markets, including trekking, Nordic walking, hill and mountain walking, rock climbing and long-distance walking. Many hikers wants to discover remote destinations, immerse themselves in local cultures, and enjoy local cuisines en route.

Walking and hiking are amongst the most popular pastimes across Europe, attracting people of all ages. France has the largest hiking community in Europe – 54% of the population, or 38 million people, identify as hikers. In the UK, social media platforms are driving an increase in walking groups of people in their 20s and 30s. Research in 2018 found that 81% of UK millennials (born between 1980 and 1995, aged 27 to 42 today) would consider taking up hiking as a hobby. In Germany, Spain, Italy and the Netherlands, more and more people are taking to the trails every year.

Additional CBI research has shown that walking tourists usually stay longer at a destination, for an average of 12.6 nights. They also spend more, at €1,657 per trip. Walkers prefer to book their accommodation online, either on specialist platforms like Booking.com, or on platforms that combine services.

Almost half of all European tour operators are active in the walking and hiking niche (49.8%). Many operators specialise in walking holidays, such as Walks Worldwide (UK) and SNP Natuurreizen (Netherlands). Others include walking and hiking as themes within their portfolios. It is relatively easy to develop sustainable walking products that have minimal impact on the local environment and benefit local communities. They can also be less costly to implement.

• To find out more about the walking tourism niche, read the CBI study What are the opportunities for walking tourism from Europe ?

Community-based tourism

Community-based tourism (CBT) involves community-led tourism experiences where communities own, host and manage their own tourism programmes. Local communities benefit from this through economic empowerment and skills development. This form of tourism also inspires tourists and promotes cross-cultural understanding. CBT is a very popular tourism activity today, particularly amongst Europeans seeking authentic and immersive experiences. CBT is directly aligned with the growing demand for indigenous-led tourism experiences.

Sustainability is an essential component of CBT. This means that local CBT tour operators must offer sustainable products. As a result of the EU Green Deal, more and more European tour operators will only work with suppliers that are certified as sustainable. Travelife for Tour Operators , the Good Travel Seal and TourCert are the most widely recognised certification schemes by European buyers.

CBT particularly offers opportunities for small communities to enter the tourism market. CBT leaders like Costa Rica, Vietnam and India have been promoting CBT successfully for many years. But there are also emerging destinations, such as Colombia, which after decades of conflict now offers CBT as a way to develop economic self-sufficiency for remote communities and promote peacebuilding.

Figure 23: Community homestay in remote region of Colombia

Source: Acorn Tourism Consulting

European CBT tourists are adventure tourists, motivated by the ‘feel-good factor’ of immersive, cultural experiences. They want to ‘make a difference’ by helping local communities. CBT tourists can be found across all ages and consumer groups, and many like to travel independently as FITs (fully independent travellers), booking directly with communities or OTAs. Spanish tourists have the highest preference for CBT, followed by the UK, France and the Netherlands.

CBI research shows that CBT tourists stay longer in a destination (11.8 nights) than other tourists (10.5 nights). However, they also spend less than other tourists: €1,294 vs €1,547. CBT experiences are often less expensive than other tourism activities, which may account for the lower spending per trip. But although they spend less, CBT tourists are prepared to pay for experiences that they know will have a positive impact on people, places and the planet.

European tour operators usually sell CBT as part of larger adventure packages, which can either be scheduled or tailor-made tours. They often work with local destination marketing organisations (DMOs). The UK has the largest market for operators that specialise in cultural and adventure trips. Examples include Culture Contact and Nomadic Tribe . OTAs like Earth Changers and I Like Local are major platforms for CBT, offering local providers the opportunity to list their products directly.

• To find out more about CBT, read the study What are the opportunities for community-based tourism from Europe ?

Other interesting niches to be aware of

Other interesting niches that Europeans are keen on include SAVE (scientific, academic, volunteer and education tourism), water sports, sun and beach tourism, religious tourism, wildlife watching and city breaks.

The business tourism sector is another interesting sector. More and more business travellers are adding leisure to their work trips, also known as ‘bleisure’. Other tourists travel mainly for leisure but conduct business at the same time, staying in one place for longer. A new term that has emerged for this kind of leisure/business travel is ‘lisness’. These travellers can be compared to digital nomads and have similar communication requirements as they want to make sure they can conduct business efficiently.

To find out more about trends in the tourism industry, read the CBI report Which trends offer opportunities or pose threats on the European market ?

You can also read about other niche market segments and target groups on the CBI website .

Acorn Tourism Consulting Limited carried out this study on behalf of CBI.

Please review our market information disclaimer .

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Outbound Tourism Spending Habits and Trend Analysis of the Top 10 Expenditure Markets, 2022 Update

All the vital news, analysis, and commentary curated by our industry experts.

Published: August 05, 2022 Report Code: GDTT-22-332MI-ST

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• Report Overview

Table of Contents

Outbound tourism market overview.

Despite the travel restrictions and lockdowns in 2021, outbound travel grew worldwide, with the second half of the year witnessing strong growth in international travel. Regional trends varied, as the Americas and Europe, saw healthy growth, and Asia registered a further decline. While leisure travel recorded growth in 2021, business travel witnessed a decline. The major driving factor contributing to growth in 2021 was sun and beach holidays. However, the Russia-Ukraine war is resulting in high oil prices, increased travel costs, and the interruption of travel in eastern Europe.

The Outbound tourism market report provides an in-depth analysis of the top 10 spending outbound markets globally. Here, detailed commentary and analysis are provided for outbound spending in the US, Germany, France, the UK, the Netherlands, Russia, Belgium, Italy, Switzerland, and Austria.

Outbound Tourism Market Dynamics

Despite the concerns regarding the pandemic and the Russia-Ukraine war, global international tourism recovery looks promising. Source markets with high outbound travel potential over the forecast period include China, the US, Germany, the UK, and France. France, Spain, the US, Italy, and China are the preferred destination markets. Travel to Europe is in high demand among Americans and Asians. The rise in the value of the US dollar in 2022 is favoring American travelers making trips abroad. The China Outbound Tourism Research Institute forecasts a strong wave of outbound travel from China in 2023. Chinese outbound travel post-COVID will see students traveling internationally, along with business travelers and high net-worth people. The pandemic has also led travelers to choose independent travel over package tours.

Top Expenditure Markets in Outbound Tourism

With the relaxation of COVID-19 restrictions, the US outbound tourism industry performed well in 2021.  Travel from the US to Mexico showed growth in 2021 even though the US – Mexico land border was closed for nonessential travel until November 2021. As there were no quarantine or testing requirements for entering Mexico, the US travelers flew to the country throughout 2021. The development of Mexico’s health and wellness and medical tourism offerings also led to the growth in trips to Mexico.

German outbound tourism in 2021 performed at par with 2020. In 2021, travel to Turkey had a high demand among Germans. The large number of Turkish migrants living in Germany is a key driver of this travel. Antalya and the resort town of Side are the most preferred Turkish cities for German vacationers.

Furthermore, outbound travel from Germany to Greece doubled in 2021. Summer in Greece is a favorite vacation for German tourists due to their desire for the beaches and the Greek sun.

France, which used to be in the fifth position in outbound expenditure, moved to the third in 2021. A marketing campaign to promote the Maldives as a travel destination for the French focused on presenting the Maldives as naturally social-distanced and its accommodations as following strict COVID-19 safety policies. The campaign is likely to attract more French tourists to the Maldives over the coming years. Moreover, even during the pandemic, Spain remained the top destination for French tourists.

Since the UK was exposed to multiple variants of the coronavirus in 2021, many destinations banned UK travelers from entering their country or at least imposed significant restrictions. The key destination markets such as Spain, France, Italy, Ireland, and the US were among the countries that banned UK arrivals. With rising COVID-19 cases, the reluctance to travel among Britons also contributed to the decline in outbound trips. Trips from the UK to the US declined drastically in 2021, but international departures to Cyprus increased significantly.

Netherlands

The Dutch outbound tourism sector performed comparatively better in 2021. However, since many travel restrictions were still in place, recovery to pre-pandemic levels was sluggish. In 2021, trips from the Netherlands to Turkey increased significantly, driven by the weak value of the lira.

Outbound Tourism Market, by Country

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Outbound Tourism Market Report Overview

• This report provides detailed market analysis, information, and insights for the top 10 outbound spending markets globally.
• Historic and forecast tourist volumes covering the top 10 global outbound tourism markets are combined with a detailed analysis of tourist spending patterns in these markets.
• Actionable insight on key trends and issues in these markets is then given.

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• Understand how the top 10 markets are expected to grow using historic and forecast market data
• Understand the demand-side dynamics within the industry to identify key market trends and growth opportunities
• Direct promotional efforts in the most promising markets by identifying the high-spending source markets

About GlobalData

Figure 23: Top 10 outbound expenditure markets 2025 ($B)

Frequently asked questions

The top expenditure markets in outbound tourism are the US, Germany, France, the UK, the Netherlands, Russia, Belgium, Italy, Switzerland, and Austria.

The major driving factor contributing to growth in 2021 was sun and beach holidays.

Source markets with high outbound travel potential over the forecast period include China, the US, Germany, the UK, and France.

The preferred destination markets for outbound tourism are France, Spain, the US, Italy, and China.

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What Is Outbound Tourism

Published: December 12, 2023

Modified: December 28, 2023

by Minne Rosenthal

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Overview of Outbound Tourism

Outbound tourism refers to the phenomenon of people traveling from their home country to other countries for various purposes, such as leisure, business, education, or healthcare. It is a key component of the global travel industry and has experienced significant growth in recent years.

With the increasing affluence of societies, improved transportation systems, and easier access to information, the number of outbound tourists has been steadily increasing. This trend has transformed the way people view travel, turning it from a luxury to a regular part of life for many individuals.

One of the primary motivations for outbound travel is the desire to explore new cultures, see iconic landmarks, and experience different lifestyles. People are drawn to the opportunity to broaden their horizons, gain new perspectives, and create lasting memories. Whether it’s standing in awe of the Eiffel Tower in Paris, immersing oneself in the vibrant streets of Tokyo, or relaxing on the picturesque beaches of Bali, outbound travel offers a chance to escape the routine and discover the wonders of the world.

Moreover, outbound tourism plays a vital role in fostering international cooperation and understanding. By engaging with diverse cultures and interacting with local communities, travelers can gain a deeper appreciation for global interconnectedness and promote a sense of unity among nations.

In addition to personal benefits, outbound tourism also contributes significantly to the economy of both the home and destination countries. It creates employment opportunities in various sectors such as transportation, accommodation, food and beverage, and entertainment. The influx of tourist spending also boosts local businesses, stimulates economic growth, and encourages infrastructure development.

Despite the numerous advantages of outbound tourism, it does present some challenges. Managing the environmental impact of increased travel, ensuring the safety and security of tourists, and addressing concerns related to overcrowding in popular tourist destinations are among the key issues that need to be addressed. It is essential to adopt sustainable practices, promote responsible travel, and strike a balance between economic development and conservation efforts.

In summary, outbound tourism has become an integral part of modern society. It offers individuals the chance to explore new cultures, broaden their horizons, and create lifelong memories. It also plays a significant role in economic development and cultural exchange. However, it is crucial to manage its impacts and promote sustainable practices to ensure the long-term sustainability of the global travel industry.

Definition of Outbound Tourism

Outbound tourism is a term used to describe the act of traveling from one’s home country to visit another country for various purposes, including leisure, business, education, or healthcare. It is essentially the opposite of inbound tourism, which refers to visitors coming into a country from abroad.

Outbound tourists are individuals who leave their home country with the intention of visiting and staying in another country for a specific period. These travelers seek experiences beyond their familiar surroundings, exploring different cultures, historical landmarks, natural wonders, and engaging in a range of activities that are unique to the destination they choose to visit.

The concept of outbound tourism has evolved over time due to advancements in transportation and the integration of technology. In the past, traveling to other countries was often viewed as a luxury reserved for the elite or experienced travelers. However, with the rise of affordable air travel, improved travel infrastructure, and the widespread accessibility of information through the internet, outbound tourism has become more accessible and popular among a wider range of people.

Outbound tourism can take various forms depending on the purpose and duration of the trip. For example, leisure tourism involves traveling for relaxation and enjoyment, while business tourism encompasses travel for professional purposes such as attending conferences, meetings, or negotiating business deals. Educational tourism refers to trips undertaken to broaden one’s knowledge through studying abroad or participating in workshops or training programs. Additionally, medical tourism has emerged as a significant category, with individuals traveling abroad to seek specialized medical treatments or procedures.

Outbound tourism is driven by various factors, including personal interests, curiosity, the desire for personal growth, and the need to build connections with people from different cultures. Improved living standards, rising disposable incomes, and the availability of travel incentives and discounts also contribute to the growth of outbound tourism.

Global tourism organizations and governments recognize the importance of outbound tourism in fostering cultural exchange, economic development, and diplomatic relations between countries. Efforts are being made to promote international cooperation, simplify travel procedures, and ensure the safety and well-being of outbound tourists.

Overall, outbound tourism reflects the human desire to explore, learn, and connect with the wider world. It offers individuals the opportunity to experience different cultures, broaden their horizons, and create lasting memories. As the world becomes more interconnected, outbound tourism is expected to continue its growth trajectory, playing a significant role in the global travel industry.

Importance of Outbound Tourism

Outbound tourism holds immense importance in both personal and global contexts. It enriches individuals’ lives by providing opportunities for exploration, cultural immersion, personal growth, and relaxation. Additionally, it plays a vital role in economic development, job creation, and international relations. Here, we delve into the key reasons why outbound tourism is significant.

First and foremost, outbound tourism allows individuals to expand their horizons and experience different cultures. Traveling to other countries exposes tourists to new languages, customs, traditions, and ways of life. This exposure fosters understanding, empathy, and tolerance, breaking down stereotypes and promoting cultural exchange. It enables individuals to gain a broader perspective of the world, appreciate diversity, and develop a sense of global interconnectedness.

Furthermore, outbound tourism is an essential driver of economic growth. It stimulates various sectors such as transportation, accommodation, food and beverage, entertainment, and retail. The income generated from outbound travelers contributes to the local economies of destination countries, creating jobs and generating tax revenue. This infusion of money also encourages investment in infrastructure development, benefiting both locals and future tourists.

In addition to economic impacts, outbound tourism plays a crucial role in international relations. It fosters diplomacy, encourages bilateral cooperation, and builds bridges between nations. Through personal interactions with people from different countries, stereotypes can be dismantled, cultural misunderstandings can be overcome, and mutual respect can be fostered. Such interpersonal connections facilitate diplomatic discussions, trade partnerships, cultural collaborations, and ultimately contribute to a more peaceful and interconnected world.

Outbound tourism also benefits the environment and wildlife conservation efforts. Responsible travelers prioritize eco-friendly practices, support sustainable tourism initiatives, and contribute to the preservation of natural resources and biodiversity. Moreover, the demand for sustainable practices in the travel industry encourages stakeholders to adopt environmentally friendly policies, reducing carbon footprints and promoting conservation efforts.

From a personal perspective, outbound tourism provides individuals with a break from their daily routine, reducing stress levels and promoting mental well-being. It offers opportunities for personal growth, self-discovery, and self-reflection. Travelers can gain new skills, overcome challenges, and cultivate a sense of confidence and independence.

In summary, outbound tourism is of great importance for both individuals and society as a whole. It broadens horizons, promotes cultural understanding, drives economic growth, fosters international cooperation, and contributes to personal well-being. As the world becomes increasingly interconnected, the significance of outbound tourism is expected to grow, encouraging individuals to explore and embrace the wonders of the global community.

Factors Influencing Outbound Tourism

Outbound tourism is influenced by a variety of factors that shape travel preferences, behavior, and decision-making. Understanding these factors is crucial for travel industry stakeholders, governments, and marketers to effectively cater to the needs and desires of outbound tourists. Here, we highlight some key factors that influence outbound tourism.

1. Economic Factors: The economic stability and prosperity of a country play a significant role in shaping outbound tourism. As individuals’ disposable incomes rise, they have more financial resources to allocate towards leisure travel. Economic factors such as GDP per capita, employment rates, and exchange rates influence people’s ability to afford international travel and impacts their spending patterns during their trips.

2. Destinations and Attractions: The availability and appeal of tourist destinations and attractions greatly influence outbound tourist flows. People are drawn to iconic landmarks, natural wonders, historical sites, cultural events, and unique experiences that different countries offer. The perceived safety, ease of travel, and accessibility of a destination also impact the decision to choose a particular location.

3. Travel Infrastructure: The quality and efficiency of travel infrastructure, including transportation systems (such as airports, airlines, and railways), accommodation options (such as hotels, resorts, and vacation rentals), and connectivity (such as internet and mobile networks), significantly impact outbound tourism. Well-developed infrastructure ensures smooth travel experiences and enhances the overall satisfaction of travelers.

4. Demographic Factors: Demographic characteristics, such as age, income level, and family composition, play a role in outbound tourism. Younger individuals and a growing middle class tend to have more disposable income and a desire for adventure, contributing to increased travel. Family dynamics and the presence of children can influence destination choices and the types of activities that families engage in during their trips.

5. Technological Advancements: The rapid advancements in technology have had a profound impact on outbound tourism. The widespread availability of the internet, social media platforms, and travel apps has made it easier for individuals to research, plan, and book their trips. Online travel agencies, price comparison websites, and user-generated content have revolutionized the way people make travel decisions, increasing the convenience and accessibility of travel information.

6. Cultural and Social Factors: Cultural and social factors influence outbound tourism by shaping individual preferences and motivations. People may be influenced by their social networks, including friends, family, and colleagues, who share their travel experiences and recommendations. Cultural events, festivals, and trends play a role in driving tourism to specific destinations, as travelers seek to immerse themselves in local traditions and experiences.

7. Government Policies: Government policies and regulations can both facilitate or impede outbound tourism. Visa restrictions, safety advisories, travel advisories, and tax policies can affect the decision to travel to specific destinations. Governments that actively promote tourism, provide financial incentives, and ensure safety and security often experience higher outbound tourist numbers.

8. Marketing and Promotional Efforts: Effective marketing and promotional activities can significantly influence outbound tourism. Destination branding, advertising campaigns, targeted messaging, and travel incentives can impact people’s perceptions of a destination and influence their travel choices. Collaborative efforts between tourism boards, airlines, travel agencies, and hospitality businesses are often employed to attract outbound tourists.

In summary, outbound tourism is influenced by a complex interplay of economic, cultural, technological, and demographic factors. Understanding these influences is crucial for destinations and stakeholders in the travel industry to attract, cater to, and meet the evolving preferences and needs of outbound tourists.

Benefits and Challenges of Outbound Tourism

Outbound tourism brings a range of benefits to individuals, communities, and economies. However, it also poses certain challenges that need to be addressed for sustainable and responsible tourism practices. Here, we explore the benefits as well as the challenges of outbound tourism.

Benefits of Outbound Tourism:

1. Economic Growth: Outbound tourism contributes to economic growth by generating revenue and creating employment opportunities in various sectors such as transportation, accommodation, food and beverage, entertainment, and retail. The influx of tourist spending stimulates local businesses, encourages infrastructure development, and boosts the overall economy of both the home country and the destination.

2. Cultural Exchange: Outbound tourism promotes cultural exchange by providing individuals with the opportunity to explore and engage with diverse cultures, traditions, and ways of life. Travelers can gain a deeper understanding and appreciation for different customs, values, and perspectives, breaking down stereotypes and promoting global interconnectedness.

3. Personal Enrichment: Outbound tourism offers individuals the chance to broaden their horizons, learn new languages, develop cross-cultural communication skills, and gain a more profound understanding of the world. It provides opportunities for personal growth, self-discovery, and self-reflection.

4. Environmental Conservation: Outbound tourism can support environmental conservation efforts by promoting responsible and sustainable travel practices. Travelers who prioritize eco-friendly options and engage in activities that protect natural resources and wildlife contribute to the preservation of fragile ecosystems.

Challenges of Outbound Tourism:

1. Environmental Impact: The increase in outbound tourism has led to environmental challenges, such as pollution, resource depletion, and the degradation of natural sites. Managing the carbon footprint of transportation and implementing sustainable practices in accommodation and tourist activities are vital for minimizing the negative impact on the environment.

2. Overtourism: Popular tourist destinations are often overcrowded, leading to issues such as damage to infrastructure, strain on local resources, cultural commodification, increased waste, and loss of authenticity. Balancing tourism growth with the carrying capacity of destinations and promoting alternative destinations can help alleviate the pressures of overtourism.

3. Sociocultural Impact: The influx of tourists can impact local communities by altering social dynamics, traditions, and livelihoods. It is essential to respect local cultures, promote responsible behavior, and ensure that the benefits of tourism are distributed equitably among the local population.

4. Safety and Security: Ensuring the safety and security of outbound tourists is of utmost importance. Travelers may face risks such as theft, scams, natural disasters, or political unrest. Governments and tourism stakeholders must take measures to provide accurate information, enhance safety protocols, and establish effective communication channels to address emergencies.

5. Economic Leakage: In some cases, a significant portion of the revenue generated by outbound tourism can leak out of the local economy. This happens when international tour operators, foreign-owned hotels, or multinational corporations benefit more from tourism than local businesses. Promoting entrepreneurship and local ownership in the tourism industry can help address this issue.

It is crucial for destination management organizations, governments, and travelers themselves to address these challenges and implement sustainable practices. By doing so, outbound tourism can continue to bring economic, cultural, and personal benefits without compromising the natural environment, local communities, and unique identities of destinations.

Popular Destinations for Outbound Tourists

Outbound tourism offers individuals a wide variety of destinations to explore, each with its own unique attractions and experiences. From bustling cities to serene beaches, natural wonders to historical sites, the options are endless. Here, we highlight some of the most popular destinations for outbound tourists.

1. Europe: Europe attracts millions of outbound tourists each year, offering a rich blend of cultural heritage, historic landmarks, and picturesque landscapes. Destinations like Paris with the Eiffel Tower, Rome with the Colosseum, and Barcelona with the Sagrada Familia are perennial favorites. European cities, with their cobblestone streets, medieval architecture, and vibrant café culture, entice travelers seeking an immersive cultural experience.

2. Southeast Asia: Southeast Asia is a hotspot for outbound tourists, with countries such as Thailand, Vietnam, Indonesia, and Malaysia offering a mix of vibrant cities and breathtaking natural landscapes. The allure of beautiful beaches, ancient temples, exotic cuisine, and warm hospitality makes this region a top choice for leisure travelers seeking relaxation and adventure.

3. United States: The United States is a diverse destination that attracts outbound tourists with its iconic cityscapes, natural wonders, and world-famous attractions. New York City, Los Angeles, San Francisco, and Las Vegas offer a vibrant urban experience, while national parks like Yellowstone, the Grand Canyon, and Yosemite captivate nature enthusiasts.

4. Australia and New Zealand: Australia and New Zealand are renowned for their stunning landscapes, unique wildlife, and outdoor adventures. From the Great Barrier Reef in Australia to Milford Sound in New Zealand, these countries offer a perfect blend of natural beauty and cultural experiences.

5. East Asia: East Asian countries such as Japan, China, and South Korea are popular destinations for their rich history, traditions, modern innovation, and captivating landscapes. Travelers are drawn to the bustling streets of Tokyo, the ancient Great Wall of China, and the vibrant K-pop culture that attracts music and entertainment enthusiasts.

6. Africa: Africa’s diverse landscapes, wildlife, and cultural richness make it an exciting destination for outbound tourists seeking unique experiences. Safari adventures in countries like Kenya, Tanzania, and South Africa, along with iconic landmarks such as Egypt’s ancient pyramids, draw visitors from around the world.

7. Caribbean and Latin America: The Caribbean and Latin American countries offer a mix of stunning beaches, vibrant culture, and historical sites. Destinations like Mexico, Brazil, Jamaica, and the Dominican Republic attract travelers seeking relaxation, water sports, and the charm of Caribbean and Latin American heritage.

8. Middle East: Middle Eastern destinations like the United Arab Emirates, Qatar, and Oman are known for their futuristic architecture, luxury shopping, and rich traditions. Cities like Dubai and Abu Dhabi have become global tourism hubs, offering a blend of modernity and Arabian culture.

These are just a few examples of the popular destinations for outbound tourists. Each destination has its own unique appeal, ranging from cultural attractions to natural wonders, historical landmarks to modern metropolises. The choices are endless, ensuring that travelers have a wide range of options to curate their ideal travel experiences.

Trends in Outbound Tourism

Outbound tourism has witnessed several trends in recent years, driven by changing consumer behaviors, advancements in technology, and evolving global travel preferences. These trends shape the way people plan, experience, and engage with outbound travel. Here, we explore some of the significant trends in outbound tourism.

1. Rise of Experiential Travel: Travelers are increasingly seeking authentic and experiential travel experiences. They want to immerse themselves in the local culture, engage with communities, and participate in meaningful activities. This trend has led to the growth of activities such as culinary tours, responsible tourism initiatives, volunteer programs, and cultural exchanges.

2. Focus on Sustainable Tourism: Travelers are becoming more conscious of the environmental and social impact of their travel choices. There is a growing demand for sustainable tourism practices, including eco-friendly accommodations, responsible wildlife tourism, carbon-neutral travel options, and support for local communities. This trend highlights the importance of preserving destinations for future generations.

3. Digital Transformation: Technology has revolutionized how people plan, book, and share their travel experiences. The rise of online platforms, mobile apps, and social media has made travel information more accessible, allowing travelers to research and book their trips with ease. Social media platforms have also become influential in shaping travel trends, with travelers seeking Instagrammable destinations and unique photo opportunities.

4. Multi-destination Trips: Travelers are increasingly opting for multi-destination trips, combining visits to multiple countries or cities within the same trip. This trend allows travelers to maximize their time and explore diverse destinations in a single journey. It is often facilitated by improved transportation networks, such as low-cost airlines and high-speed rail connections.

5. Niche and Adventure Tourism: Niche tourism segments, such as adventure tourism, wellness tourism, and cultural tourism, have seen significant growth. Travelers seeking unique experiences are now opting for activities like hiking, diving, wildlife safaris, yoga retreats, and cultural immersions. This trend reflects the desire for personal enrichment and the pursuit of new and transformative experiences.

6. Solo Travel: Solo travel has become increasingly popular, with more individuals choosing to embark on journeys alone. This trend reflects the desire for independence, self-discovery, and the freedom to tailor the travel experience to individual preferences. It has led to the emergence of solo-friendly destinations and services that cater specifically to solo travelers.

7. Medical and Wellness Tourism: The demand for medical and wellness tourism has grown significantly. Travelers seek destinations that offer high-quality healthcare services, specialized medical treatments, and wellness retreats to improve their physical and mental well-being. This trend is driven by the desire for advanced medical treatments, alternative therapies, and holistic wellness experiences.

8. Slow Travel: Slow travel advocates for a more relaxed and immersive travel experience, where travelers spend more time in a single destination, exploring it thoroughly and connecting with the local culture. This trend promotes a deeper understanding of a place, sustainable tourism practices, and a more meaningful travel experience.

These trends in outbound tourism reflect the changing preferences and priorities of travelers worldwide. The industry continues to evolve, and travelers can expect more personalized, conscious, and immersive travel experiences in the future.

Outbound Tourism and its Economic Impacts

Outbound tourism has significant economic impacts on both the home and destination countries. It generates revenue, creates employment opportunities, stimulates economic growth, and contributes to the overall development of the tourism industry and related sectors. Here, we explore the economic impacts of outbound tourism.

1. Revenue Generation: Outbound tourism is a major source of revenue for both the home and destination countries. Outbound tourists spend money on transportation, accommodation, food and beverage, shopping, entertainment, and other tourist-related activities. This influx of spending contributes directly to the local economies of the destination countries, supporting local businesses and generating tax revenue. In the home country, outbound tourism can also contribute to foreign exchange earnings, as tourists convert their currency to the currency of the destination country.

2. Employment Opportunities: Outbound tourism creates employment opportunities in various sectors of the economy. The growth of outbound tourism leads to increased demand for transportation services, such as airlines, cruise lines, and travel agencies. Accommodation providers such as hotels, resorts, and vacation rentals also benefit from the influx of outbound tourists. Furthermore, restaurants, cafes, tour operators, souvenir shops, and other sectors of the tourism industry experience increased business, resulting in job creation and economic stability.

3. Economic Multiplication Effect: Outbound tourism has a multiplying effect on the economy. The spending by tourists creates a ripple effect throughout the local economy, as the businesses that receive tourist spending, in turn, spend on goods and services provided by other local businesses. This multiplier effect stimulates economic activity beyond the tourism sector, contributing to overall economic growth and development.

4. Infrastructure Development: The growth of outbound tourism often leads to infrastructure development in both the home and destination countries. Governments recognize the economic benefits of tourism and invest in improving transportation networks, enhancing airports, upgrading roads and highways, expanding hospitality infrastructure, and establishing tourism-related amenities. These infrastructure developments not only benefit the tourism industry but also improve the overall quality of life for residents, attracting further investment and contributing to regional development.

5. Promotion of Small and Medium Enterprises (SMEs): Outbound tourism provides opportunities for Small and Medium Enterprises (SMEs) to participate in the tourism value chain. Locally-owned guesthouses, family-run restaurants, independent tour operators, and artisanal shops can benefit from the patronage of outbound tourists. This helps to distribute the economic benefits of tourism more equitably, supporting local entrepreneurship, and fostering sustainable economic growth in communities.

6. Contribution to Trade Balance: Outbound tourism can have a positive impact on a country’s trade balance. When outbound tourists spend money in the destination country, it helps to offset the outflow of funds for imported goods and services. The revenue generated from outbound tourism can help to balance the trade deficit and strengthen the country’s economic position.

In summary, outbound tourism has significant economic impacts, with the potential to drive revenue generation, create employment opportunities, stimulate economic growth, and contribute to infrastructure development. However, it is important to manage these economic impacts responsibly, ensuring that the benefits are distributed equitably, and that the negative effects, such as environmental degradation and economic leakage, are minimized through sustainable practices.

Outbound Tourism and Cultural Exchange

Outbound tourism plays a pivotal role in fostering cultural exchange between tourists and the local communities they visit. It provides a platform for people from different cultures and backgrounds to come together, share experiences, and learn from one another. Here, we delve into the significance of outbound tourism in promoting cultural exchange.

1. Exposure to Different Cultures: Outbound tourism exposes individuals to diverse cultures, traditions, customs, and ways of life. Through direct interactions with locals, tourists gain insights into the unique aspects of the destination’s culture, such as language, art, music, dance, food, and religious practices. This exposure broadens their understanding, tolerance, and appreciation for cultural diversity, ultimately promoting a more inclusive and understanding society.

2. Cultural Immersion: Outbound tourists have the opportunity to immerse themselves in the local culture during their travels. They can participate in local traditions, festivals, and events, providing them with a firsthand experience of the destination’s cultural heritage. This immersion fosters empathy, respect, and a deeper connection with the local community.

3. Exchange of Ideas and Perspectives: Outbound tourism encourages the exchange of ideas and perspectives between tourists and locals. Through interactions, conversations, and shared experiences, both parties have the opportunity to challenge stereotypes, break down cultural barriers, and gain a broader worldview. This exchange of knowledge fosters mutual understanding and can lead to personal and societal growth.

4. Learning Opportunities: Outbound tourism provides valuable learning opportunities for tourists to understand different cultures. They can engage in activities such as cooking classes, language lessons, traditional craft workshops, or visits to historical sites and museums. These experiences enable tourists to gain a deeper appreciation for the destination’s cultural heritage, history, and contributions to the world.

5. Preservation of Cultural Heritage: Outbound tourism can contribute to the preservation and revitalization of cultural heritage. As tourists show interest in visiting historical sites, traditional villages, or cultural landmarks, local communities are encouraged to preserve and maintain their heritage for future generations. This helps to safeguard cultural assets, traditions, and practices that might otherwise be at risk of disappearing.

6. Building Bridges and Breaking Stereotypes: Outbound tourism has the power to build bridges between nations and break down stereotypes. When individuals from different countries interact and engage in meaningful exchanges, they gain firsthand experiences that challenge preconceived notions and stereotypes. This helps to foster goodwill, mutual respect, and long-lasting connections between people from different cultures.

7. Mutual Benefits: Cultural exchange through outbound tourism brings benefits to both tourists and host communities. Tourists gain a deeper understanding of the world, develop cross-cultural communication skills, and return home with a broader perspective. Local communities benefit from economic opportunities, preservation of cultural traditions, and the enrichment of their own cultural experiences through interactions with tourists.

In summary, outbound tourism facilitates cultural exchange, promotes understanding, and builds bridges between individuals from different cultures. It exposes tourists to diverse cultural experiences, challenges stereotypes, fosters empathy, and contributes to the preservation of cultural heritage. Through these interactions, outbound tourism plays a crucial role in promoting a more interconnected and harmonious global society.

Sustainable Practices in Outbound Tourism

Sustainable practices in outbound tourism aim to minimize the negative impact of travel on the environment, preserve cultural heritage, and promote responsible and ethical tourism. As the tourism industry continues to grow, it is crucial to adopt sustainable practices to ensure the long-term viability of destinations and the well-being of host communities. Here, we highlight some key sustainable practices in outbound tourism.

1. Reduce Carbon Footprint: One of the primary goals of sustainable tourism is to reduce the carbon footprint of travel. This can be achieved by opting for eco-friendly transportation options, such as using public transport or choosing airlines that prioritize fuel efficiency and carbon offset programs. Travelers can also minimize their environmental impact by participating in carbon offset initiatives and supporting renewable energy projects.

2. Support Local Communities: Sustainable tourism practices emphasize supporting local communities and reducing economic leakage. Travelers can achieve this by staying in locally-owned accommodations, eating at local restaurants, and purchasing locally-made products and crafts. Engaging in cultural exchanges, respecting local customs and traditions, and hiring local guides for tours can also contribute to the economic development and empowerment of local communities.

3. Respect the Environment: Responsible tourists should respect the natural environment and wildlife conservation efforts. This means adhering to guidelines for protected areas, national parks, and marine reserves. Travelers can minimize waste generation, practice proper waste disposal, and support organizations that focus on environmental conservation and sustainability initiatives. Additionally, participating in activities that promote wildlife conservation and avoiding attractions that exploit animals can help protect biodiversity.

4. Promote Responsible Cultural Interactions: Sustainable tourism encourages respectful interactions between tourists and local communities. Travelers should seek opportunities to engage with local cultures and traditions in a sensitive and responsible manner. This includes respecting cultural norms, seeking permission before taking photos, using appropriate language, and educating oneself about local customs and etiquette before visiting a destination.

5. Opt for Sustainable Accommodations: Sustainable accommodations aim to minimize their impact on the environment. Travelers can choose eco-friendly and certified accommodation options that implement practices such as energy conservation, waste management, water efficiency, and the use of renewable resources. Look for certifications such as LEED (Leadership in Energy and Environmental Design) or Green Globe to ensure that accommodations meet certain sustainability criteria.

6. Conserve Resources: Responsible tourists should strive to conserve resources during their travels. This can be achieved by using water and energy efficiently, avoiding excessive plastic consumption by carrying reusable water bottles and bags, and supporting establishments that follow sustainable practices such as recycling and minimizing single-use plastics.

7. Educate Yourself: Sustainable tourism begins with education and awareness. Travelers can educate themselves about the destination’s environmental and cultural issues, as well as sustainable tourism practices. By understanding the local context, travelers can make informed choices and actively contribute to the sustainability of the destination.

Implementing sustainable practices in outbound tourism is crucial for protecting natural resources, preserving cultural heritage, supporting local communities, and ensuring the long-term viability of destinations. By adopting these practices, travelers can minimize their impact on the environment, respect local cultures, and contribute to the well-being of host communities, thus promoting a more responsible and conscious approach to tourism.

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Outbound Tourism Market by Purpose Type (Business, Holiday/Leisure, VFR & Others) by Tourist Type (Domestic, International) by Tour Type (Independent Traveller, Package Traveller, Tour Group) and Region, Global trends and forecast from 2024 to 2030

• Published on: Jan 2024
• From: USD $3499.00
• Number Of Pages: 99
• +1 (704) 266-3234
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• Report Outlook
• Report Details

Table of Content

• Request a Sample
• Description
• Segmentation Analysis
• Market Dynamics
• Market Trends

Competitive Landscape

Regional analysis.

• Target Audience
• Segments Covered
• Video Content

Key Question Answered

Related reports, interested in this research.

REPORT OUTLOOK

Scope of the report, market overview.

The global Outbound Tourism market size is projected to grow from USD 16.89 billion in 2023 to USD 35.96 billion by 2030, exhibiting a CAGR of 11.4% during the forecast period.

Traveling beyond the borders of one’s own country is referred to as outbound tourism by citizens of that nation. Stated differently, it refers to people or organizations departing from their nation of origin for reasons of pleasure, travel, or other objectives. Vacations, business travel, family visits, and educational excursions are just a few of the many activities that fall under this category of tourism. Traveling abroad promotes economic development and cross-cultural exchange as individuals visit new places, and outbound tourism is a major part of this global industry. Travel encompasses a number of elements, including lodging, travel, and leisure pursuits, all of which support the growth and sustainability of the tourism industry worldwide. For destination nations and the travel industry to customize their products and services to the wide range of demands of outbound tourists, it is imperative that they comprehend outbound tourism trends and preferences.

Traveling abroad is important from an economic and cultural standpoint. By promoting international trade and creating income for different sectors, it plays a significant economic role in the expansion of the global tourism industry. Through spending on travel, lodging, food, and leisure activities, this type of tourism strengthens the economies of the nations it visits. Additionally, it promotes career prospects in the travel and hospitality industries. Furthermore, international travel encourages cross-cultural communication and mutual respect between various groups. Travelers promote peace and unity throughout the world by exposing themselves to various customs, ways of life, and viewpoints. Furthermore, the promotion of mutual respect, stereotype dismantling, and improved cross-cultural communication are all made possible by outbound tourism. A world that is richer and more interconnected is created through the ideas and experiences that are shared between outbound tourists and the communities they are visiting, creating a global community that is not limited by geography. All things considered, international cooperation, cultural enrichment, and economic growth can all be accelerated by outbound tourism.

Outbound Tourism Market Segmentation Analysis

The global Outbound Tourism market is bifurcated into two segments, by purpose type, tour type and region. By purpose type, the market is divided into business, holiday/leisure, VFR & others. By tour type, the market is bifurcated into Independent traveler, package traveler, tour group and region.

The tourism industry is divided into several segments based on the reasons for travel, such as business travel, vacation or leisure travel, visiting friends and relatives (VFR), and other purposes. People who travel for business purposes, such as conferences, meetings, or corporate events, are said to be engaged in business travel. It is essential to the development of international trade and economic ties. In the VFR segment, people are seen visiting friends and family, highlighting the importance of interpersonal relationships and familial ties as the main reasons people travel. Last but not least, the “others” category includes a variety of varied objectives, such as special interest travel, health tourism, and educational travel. Contrarily, holiday or leisure tourism includes travel for leisure activities like sightseeing and vacations, and it makes a substantial economic and cultural contribution to the tourism sector. The tourism sector can customize its offerings, advertising tactics, and facilities to match the specific requirements of every type of traveler by having a thorough understanding of these purpose-driven markets. Travelers’ preferences and expectations can be better met by stakeholders by acknowledging and addressing the variety of reasons they travel, which will ultimately support the expansion and sustainability of the global tourism industry.

The traveler market is segmented into three main categories based on the type of tour they take: independent travelers, package travelers, and tour groups. Individuals who travel independently organize and carry out their own travel plans, making their own arrangements for lodging, meals, and activities. This group frequently looks for a more flexible and customized travel experience that permits spontaneity and customized exploration. On the other hand, package travelers choose pre-made travel packages that are provided by travel companies or tour operators. Typically, these packages consist of lodging, transportation, and maybe activities or guided tours. Package travelers value the ease and simplicity of having planned most of their trip ahead of time, which often saves time and effort when it comes to preparation. Tour groups consist of tourists who sign up for scheduled group excursions that are run by tour operators or guides. This category places a strong emphasis on interpersonal communication and shared experiences. It offers a planned schedule and frequently incorporates group activities. People looking for a more guided and social travel experience will find tour groups appealing. The logistics are taken care of by experts, so travelers can concentrate on having fun with a like-minded group.

Outbound Tourism Market Dynamics

Economic prosperity plays a crucial role in driving outbound tourism.

Economic growth is a key factor driving outbound tourism, influencing travel habits as people’s and families’ financial situation improves. People find themselves with more discretionary income as economies grow and incomes rise, which naturally leads to a desire to spend money on vacation and leisure activities. People can now realize their dreams of traveling to new places, experiencing different cultures, and having fun thanks to this change in their financial situation. The way that rising living standards contribute to the democratization of travel is one clear indication of the relationship between economic prosperity and outbound tourism. What was once thought of as an indulgence for a privileged few becomes more widely available and essential to a wider range of people’s lifestyle options. Having more disposable income makes it easier to pay for travel-related costs like airfare, lodging, and meals, as well as enabling more interesting and varied travel experiences. Raising living standards affects travelers’ tastes and expectations in addition to promoting international travel. A move away from traditional vacationing toward a more sophisticated investigation of various cultures and their lifestyles is evident in people’s increased desire for unusual and culturally immersive experiences. When people prioritize their own development and well-being through their travels, their desire for enriching experiences becomes a determining factor in their travel decisions.

Rising travel costs, including airfare, accommodation, and other expenses, can act as a deterrent for potential outbound tourists.

Exorbitant airfares are a major obstacle to the outbound travel industry, discouraging prospective visitors and affecting their choice-making. The rise in travel expenses, which include airfare, lodging, and other related costs, can have a substantial effect on how affordable international travel experiences are. The overall increase in travel expenses is a result of economic factors such as inflation and rising operational costs in the travel industry. The rise in airfare is one of the main causes of rising travel expenses. Some segments of the potential outbound tourist market may find it more difficult to afford air travel due to fluctuating fuel prices, airline operating expenses, and other economic factors. The ripple effect also affects the cost of lodging, since hotels and other lodging facilities must modify their rates to cover rising operating costs while preserving profit margins. Apart from travel and accommodation, other travel-related expenses like food, entertainment, and local transportation might also go up. For individuals and families, the cumulative effect of growing costs can make travel financially taxing, which may cause them to reevaluate or postpone their plans. The perception of higher travel costs is further influenced by economic factors that affect the purchasing power of currencies, such as inflation. Traveling abroad becomes less attractive or feasible as living expenses rise and people’s disposable income does not go as far.

Opportunities

The demand for unique and immersive travel experiences continues to grow.

Experience travel is becoming more and more popular, which indicates that customers are choosing more customized and meaningful travel experiences. This is creating a lot of opportunities for the outbound tourism industry. There’s a growing demand for customized, real, and culturally enriching travel experiences as tourists look for more immersive and distinctive experiences than just sightseeing. One of the main chances is to meet this changing demand by providing travelers with specially selected travel experiences that speak to their unique interests and preferences. This could entail creating itineraries that incorporate local tours that offer insights into a destination’s cultural fabric and going beyond popular attractions. Travelers are drawn to experiences that provide a deeper understanding of the places they visit, such as guided walks through historic neighborhoods and hands-on activities with local artisans. Another essential component of experiential travel is culinary adventures. There are many opportunities for businesses to offer culinary experiences, like cooking classes, food tours, and dining at real local restaurants. Travelers prioritize their eating experiences because they want to fully immerse themselves in the local cuisine and stimulate their senses.

Outbound Tourism Market Trends

The outbound tourism market is still changing as a result of the emergence of digital technology. Social media, smartphone apps, and online booking sites are all essential for trip preparation—from choosing a destination to making hotel and airline reservations.

Tourists are looking for experiences that are genuine and one-of-a-kind. As an alternative to conventional sightseeing, there is a growing interest in adventure travel, cultural immersion, and off-the-beaten-path locations.

A growing interest in sustainable and responsible tourism practices is being displayed by tourists as they become more conscious of environmental and social issues. This involves minimizing the carbon footprint of travel, staying in eco-friendly lodging, and engaging in conservation-focused events.

More flexible travel arrangements are now possible thanks to the growth of remote work. These days, a lot of people mix work and play travel, which has given rise to “leisure” travel trends, which involve extending business trips for leisure travel.

The market for specialized travel experiences, such as wellness retreats, culinary tourism, and educational travel, is expanding. Tourists are searching for specialized and one-of-a-kind experiences that suit their interests.

Discovering new places that provide distinct cultural experiences, stunning scenery, and less crowds of tourists than well-known tourist destinations is becoming more and more popular among travelers.

The competitive landscape of the Outbound Tourism market was dynamic, with several prominent companies competing to provide innovative and advanced Outbound Tourism solutions.

• Akbar Travels
• BCD Travels
• Booking Holding
• Cox and Kings
• Expedia Group
• In Orbit Tours
• MakeMyTrip Limited
• Mercury Travels
• Raj Travels
• Thomas Cook
• Travelmart India

Recent Developments:

December 5, 2023 — Expedia Group announced today a series of new and expanded travel partnerships across Europe, encompassing B2B technology, advertising partnerships and supply distribution deals, connecting European partners to the company’s extensive global traveller base and giving them access to Expedia Group’s innovative technology and industry expertise.

January 15,2024 – TUI Group continues its strong and strategic growth in Tours & Activities: Its digital platform TUI Musement was selected as the experiences partner by easyJet, one of Europe’s leading airlines.

In the market for outbound travel, the Asia-Pacific region was beginning to take center stage. Numerous factors can be attributed to this trend. The middle class is expanding and becoming more affluent as a result of the region’s rapid economic growth, particularly in countries like China and India. This rise in wealth has increased people’s desire to travel and experience the world. Furthermore, the development of efficient transportation infrastructure, which includes larger airline networks and improved connectivity, has made it easier for residents of the Asia-Pacific region to travel outside of their borders.

Particularly in China, outbound tourism has increased dramatically, with millions of Chinese tourists visiting places across the globe. The region’s dominance in the outbound tourism market can be attributed to a number of factors, including the desire for varied experiences, exposure to various cultures, and a growing interest in luxury and immersive travel. The influence of digital platforms that facilitate travel planning and booking, in addition to favorable government policies and initiatives to promote outbound tourism, have further propelled the growth of the Asia-Pacific outbound tourism market.

Target Audience for Outbound Tourism Market

• Business Travelers
• Leisure Travelers
• Adventure Travelers
• Cultural and Heritage Tourists
• Luxury Travelers
• Retirees and Seniors
• Group Travelers

Segments Covered in the Outbound Tourism Market Report

Outbound Tourism Market by Purpose Type

• Holiday/Leisure

Outbound Tourism Market by Tour Type

• Independent Traveler
• Package Traveler

Outbound Tourism Market by Tourist Type

• International

Outbound Tourism Market by Region

• North America
• Asia Pacific
• South America
• Middle East and Africa
• What is the expected growth rate of the Outbound Tourism market over the next 7 years?
• Who are the key market participants in Outbound Tourism, and what are their market share?
• What are the end-user industries driving market demand and what is their outlook?
• What are the opportunities for growth in emerging markets such as Asia-Pacific, the Middle East, and Africa?
• How is the economic environment affecting the Outbound Tourism market, including factors such as interest rates, inflation, and exchange rates?
• What is the expected impact of government policies and regulations on the Outbound Tourism market?
• What is the current and forecasted size and growth rate of the global Outbound Tourism market?
• What are the key drivers of growth in the Outbound Tourism market?
• Who are the major players in the market and what is their market share?
• What are the distribution channels and supply chain dynamics in the Outbound Tourism market?
• What are the technological advancements and innovations in the Outbound Tourism market and their impact on product development and growth?
• What are the regulatory considerations and their impact on the market?
• What are the challenges faced by players in the Outbound Tourism market and how are they addressing these challenges?
• What are the opportunities for growth and expansion in the Outbound Tourism market?
• What are the product offerings and specifications of leading players in the market?
• MARKET DEFINITION
• MARKET SEGMENTATION
• RESEARCH TIMELINES
• ASSUMPTIONS AND LIMITATIONS
• SECONDARY RESEARCH
• PRIMARY RESEARCH
• SUBJECT-MATTER EXPERTS’ ADVICE
• FINAL REVIEW
• BOTTOM-UP APPROACH
• TOP-DOWN APPROACH
• RESEARCH FLOW
• DATA SOURCES
• EXECUTIVE SUMMARY
• MARKET DRIVERS
• MARKET RESTRAINTS
• MARKET OPPORTUNITIES
• IMPACT OF COVID-19 ON THE OUTBOUND TOURISM MARKET
• THREAT FROM NEW ENTRANTS
• THREAT FROM SUBSTITUTES
• BARGAINING POWER OF SUPPLIERS
• BARGAINING POWER OF CUSTOMERS
• DEGREE OF COMPETITION
• INDUSTRY VALUE CHAIN ANALYSIS
• HOLIDAY/LEISURE
• INDEPENDENT TRAVELER
• PACKAGE TRAVELER
• INTERNATIONAL
• REST OF SOUTH AMERICA
• REST OF EUROPE
• SOUTH KOREA
• SOUTH-EAST ASIA
• REST OF ASIA PACIFIC
• SAUDI ARABIA
• SOUTH AFRICA
• REST OF MIDDLE EAST AND AFRICA
• COMPANY PROFILES*

(BUSINESS OVERVIEW, COMPANY SNAPSHOT, PRODUCTS OFFERED, RECENT DEVELOPMENTS)

• AKBAR TRAVELS
• BCD TRAVELS
• BOOKING HOLDING
• COX AND KINGS
• EXPEDIA GROUP
• IN ORBIT TOURS
• MAKEMYTRIP LIMITED
• MERCURY TRAVELS
• RAJ TRAVELS
• THOMAS COOK
• TRAVELMART INDIA
• TUI GROUP                      *THE COMPANY LIST IS INDICATIVE

     LIST OF TABLES

TABLE 1          GLOBAL OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 2          GLOBAL OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 3          GLOBAL OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 4          GLOBAL OUTBOUND TOURISM MARKET BY REGION (USD BILLION) 2020-2030

TABLE 5          NORTH AMERICA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 6          NORTH AMERICA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 7          NORTH AMERICA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 8          NORTH AMERICA OUTBOUND TOURISM MARKET BY COUNTRY (USD BILLION) 2020-2030

TABLE 9          US OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 10       US OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 11       US OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 12       CANADA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 13       CANADA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 14       CANADA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 15       MEXICO OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 16       MEXICO OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 17       MEXICO OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 18       SOUTH AMERICA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 19       SOUTH AMERICA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 20       SOUTH AMERICA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 21       SOUTH AMERICA OUTBOUND TOURISM MARKET BY COUNTRY (USD BILLION) 2020-2030

TABLE 22       BRAZIL OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 23       BRAZIL OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 24       BRAZIL OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 25       ARGENTINA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 26       ARGENTINA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 27       ARGENTINA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 28       COLOMBIA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 29       COLOMBIA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 30       COLOMBIA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 31       REST OF SOUTH AMERICA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 32       REST OF SOUTH AMERICA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 33       REST OF SOUTH AMERICA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 34       ASIA-PACIFIC OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 35       ASIA-PACIFIC OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 36       ASIA-PACIFIC OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 37       ASIA-PACIFIC OUTBOUND TOURISM MARKET BY COUNTRY (USD BILLION) 2020-2030

TABLE 38       INDIA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 39       INDIA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 40       INDIA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 41       CHINA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 42       CHINA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 43       CHINA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 44       JAPAN OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 45       JAPAN OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 46       JAPAN OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 47       SOUTH KOREA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 48       SOUTH KOREA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 49       SOUTH KOREA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 50       AUSTRALIA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 51       AUSTRALIA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 52       AUSTRALIA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 53       SOUTH-EAST ASIA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 54       SOUTH-EAST ASIA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 55       SOUTH-EAST ASIA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 56       REST OF ASIA PACIFIC OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 57       REST OF ASIA PACIFIC OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 58       REST OF ASIA PACIFIC OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 59       EUROPE OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 60       EUROPE OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 61       EUROPE OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 62       EUROPE OUTBOUND TOURISM MARKET BY COUNTRY (USD BILLION) 2020-2030

TABLE 63       GERMANY OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 64       GERMANY OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 65       GERMANY OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 66       UK OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 67       UK OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 68       UK OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 69       FRANCE OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 70       FRANCE OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 71       FRANCE OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 72       ITALY OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 73       ITALY OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 74       ITALY OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 75       SPAIN OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 76       SPAIN OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 77       SPAIN OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 78       RUSSIA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 79       RUSSIA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 80       RUSSIA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 81       REST OF EUROPE OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 82       REST OF EUROPE OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 83       REST OF EUROPE OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 84       MIDDLE EAST AND AFRICA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 85       MIDDLE EAST AND AFRICA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 86       MIDDLE EAST AND AFRICA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 87       MIDDLE EAST AND AFRICA OUTBOUND TOURISM MARKET BY COUNTRY (USD BILLION) 2020-2030

TABLE 88       UAE OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 89       UAE OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 90       UAE OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 91       SAUDI ARABIA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 92       SAUDI ARABIA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 93       SAUDI ARABIA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 94       SOUTH AFRICA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 95       SOUTH AFRICA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 96       SOUTH AFRICA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

TABLE 97       REST OF MIDDLE EAST AND AFRICA OUTBOUND TOURISM MARKET BY PURPOSE TYPE (USD BILLION) 2020-2030

TABLE 98       REST OF MIDDLE EAST AND AFRICA OUTBOUND TOURISM MARKET BY TOUR TYPE (USD BILLION) 2020-2030

TABLE 99       REST OF MIDDLE EAST AND AFRICA OUTBOUND TOURISM MARKET BY TOURIST TYPE (USD BILLION) 2020-2030

LIST OF FIGURES

FIGURE 1      MARKET DYNAMICS

FIGURE 2      MARKET SEGMENTATION

FIGURE 3      REPORT TIMELINES: YEARS CONSIDERED

FIGURE 4      DATA TRIANGULATION

FIGURE 5      BOTTOM-UP APPROACH

FIGURE 6      TOP-DOWN APPROACH

FIGURE 7      RESEARCH FLOW

FIGURE 8      GLOBAL OUTBOUND TOURISM MARKET BY PURPOSE TYPE, USD BILLION, 2020-2030

FIGURE 9      GLOBAL OUTBOUND TOURISM MARKET BY TOUR TYPE, USD BILLION, 2020-2030

FIGURE 10    GLOBAL OUTBOUND TOURISM MARKET BY TOURIST TYPE, USD BILLION, 2020-2030

FIGURE 11    GLOBAL OUTBOUND TOURISM MARKET BY REGION, USD BILLION, 2020-2030

FIGURE 12    PORTER’S FIVE FORCES MODEL

FIGURE 13    GLOBAL OUTBOUND TOURISM MARKET BY PURPOSE TYPE, USD BILLION, 2022

FIGURE 14    GLOBAL OUTBOUND TOURISM MARKET BY TOUR TYPE, USD BILLION, 2022

FIGURE 15    GLOBAL OUTBOUND TOURISM MARKET BY TOURIST TYPE, USD BILLION, 2022

FIGURE 16    GLOBAL OUTBOUND TOURISM MARKET BY REGION, USD BILLION, 2022

FIGURE 17    MARKET SHARE ANALYSIS

FIGURE 18    AKBAR TRAVELS: COMPANY SNAPSHOT

FIGURE 19    AMADEUS: COMPANY SNAPSHOT

FIGURE 20    BCD TRAVELS: COMPANY SNAPSHOT

FIGURE 21    BOOKING HOLDING: COMPANY SNAPSHOT

FIGURE 22    BTI SITA: COMPANY SNAPSHOT

FIGURE 23    COX AND KINGS: COMPANY SNAPSHOT

FIGURE 24    EXPEDIA GROUP: COMPANY SNAPSHOT

FIGURE 25    GOLD CHIP: COMPANY SNAPSHOT

FIGURE 26    IN ORBIT TOURS: COMPANY SNAPSHOT

FIGURE 27    KESARI: COMPANY SNAPSHOT

FIGURE 28    MAKEMYTRIP LIMITED: COMPANY SNAPSHOT

FIGURE 29    MERCURY TRAVELS: COMPANY SNAPSHOT

FIGURE 30    ORBIT: COMPANY SNAPSHOT

FIGURE 31    RAJ TRAVELS: COMPANY SNAPSHOT

FIGURE 32    SOTC KUONI: COMPANY SNAPSHOT

FIGURE 33    TCI: COMPANY SNAPSHOT

FIGURE 34    THOMAS COOK: COMPANY SNAPSHOT

FIGURE 35    TRAVELMART INDIA: COMPANY SNAPSHOT

FIGURE 36    TUI GROUP: COMPANY SNAPSHOT

Asia Pacific accounted for the largest market in the Outbound Tourism market.

Akbar Travels;Amadeus;BCD Travels;Booking Holding;BTI Sita;Cox and Kings;Expedia Group;Gold Chip;In Orbit Tours;Kesari;MakeMyTrip Limited;Mercury Travels;Orbit;Raj Travels;SOTC Kuoni;TCI;Thomas Cook;Travelmart India;TUI Group.

Offering individualized and adaptable travel experiences is the main focus of tour operators and travel companies. Customizing itineraries to each traveler’s interests and preferences is turning into a crucial business tactic.

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Budapest awaits: Fulfilling the city’s tourism potential

Hungary is among the European countries that have benefited the most from growth in international travel. Between 2008 and 2019, the tourism industry’s share in Hungary’s gross domestic product (GDP) rose by a full percentage point, versus 0.2 percentage points for all of Europe, and 0.5 percentage points globally. 1 Including tourism and other industries serving tourism.  See “Tourism Satellite Account: Recommended Methodological Framework 2008,” United Nations; “Share of tourism in total GDP, 2021,” Our World in Data, accessed July 10, 2024. Now, with global tourism expected to rise by 7.5 percent a year until 2030, Hungary could capture even more growth in the sector with Budapest at the lead. 2 Based on Oxford Economics data. The country’s capital accounts for nearly 60 percent of Hungary’s international tourist traffic and already ranks among the top 15 European tourist destinations (Exhibit 1). Yet, our analysis suggests that its tourism industry has significantly more room to grow.

About the authors

This report is a collaborative effort by András Havas , Margaux Constantin , and Matteo Pacca  with Attila Kincses , Ivan Gladstone, and Kristóf Dócs, representing views from McKinsey’s Travel, Logistics & Infrastructure Practice and Central European Office.

When we examined Budapest’s tourism industry, we applied McKinsey’s global expertise in travel and tourism to look at five widely recognized drivers of performance: demand, product, accommodation, access, and enabling environment. We compared Budapest’s performance across these drivers to that of peer cities, including Barcelona, Berlin, Lisbon, Prague, Milan, and Vienna, which are similar in size and, like Budapest, offer visitors cultural and historical attractions in a cosmopolitan setting. We also spoke with industry stakeholders, including industry organizations, hotel and restaurant operators, airlines, travel agencies, authorities, conference and entertainment agencies, and other tourism venue operators, to hear their ideas on what is working well for Budapest’s tourism industry, and what might be improved.

Our findings uncovered several opportunities for Budapest to boost its tourism industry. For example, Budapest could do more to promote its value as a tourist destination. Consider that Hungary’s capital receives roughly the same number of travel-related Google searches as peer cities like Vienna and Prague, but it receives at least 30 percent fewer international visitors. 3 Based on World Travel & Tourism Council city-level tourism GDP and employment data. Budapest also receives fewer visitors from high potential source markets, like Germany, the United States, and France, than its peers. It also offers fewer flights serving mid and long-haul routes: Budapest’s airport serves 32 destinations compared to a peer average of 53. 4 Based on Market IS data.

Budapest similarly is not yet drawing as many business travelers as do peer cities, partly because it has just one large-scale modern conference venue and does not have hotels with capacity over 500 rooms. Moreover, Budapest offers the lowest number of hotel rooms compared to peers and most of these fall into the economy or mid-scale categories. According to announced capacity, more upscale hotels will be opening over the next few years, affording Budapest an opportunity to draw more premium and luxury travelers, who represent a growing segment of the global tourism market.

Potential growth scenarios

Oxford Economics estimates that the number of outbound travelers globally will rise from 892 million in 2023 to 1.48 billion in 2030. This trend is likely to impact Budapest, where international visitors represented 83 percent of visitor nights in commercial accommodations in 2023. 5 Based on TourMIS data. Our conservative scenario assumes that Budapest can match global growth forecasts and increase tourism by 7 percent annually to 2030. This scenario projects that Budapest’s overall share of the global tourism market will remain flat, and it will not reach the level of its peers. Budapest would need to put substantial work and investment into its tourism industry to even maintain its market share. A most concerted effort to increase market share could enable the city to expand the tourism sector by nearly 12 percent per year between 2023 and 2030. This more ambitious scenario would also enable Budapest to close its market share gap vis-à-vis peers by 50 percent (Exhibit 2).

One way that Budapest might pursue the more ambitious scenario is by aiming to increase visitors from selected high-potential markets, such as the US, Germany, and France. It might also tap deeper into source markets where it already excels, like South Korea or China. It is important to note that tourism growth under the conservative scenario is actually slower than the growth rates that Budapest’s tourism industry achieved between 2010 and 2019. 6 Based on NTAK data (as of May 2024); Oxford Economics. And although the potential growth rate of 12 percent may seem high, it is in line with the 10-plus-percent growth rates that over 50 cities globally achieved in seven-year periods between 2000 and 2019, including some of the selected peers such as Barcelona and Berlin. 7 Based on Oxford Economics data.

Based on our conservative and aspirational scenarios, respectively, Budapest’s tourism industry has the potential to add 1.1 trillion to 1.9 trillion HUF to Hungary’s GDP by 2030 (equivalent to 1.5-2.5 percentage points of current GDP). The city might also be able to double the number of international visitor nights by 2030, while realizing a two to three times increase in tourist spending, which could also improve the country’s trade balance. According to the two scenarios, growth in the tourism industry might create 23,000 to 49,000 new jobs. Together, these results could have spillover effects across Hungary, such as by increasing tourism and generating jobs in surrounding regions (Exhibit 3).

But to achieve these outcomes, industry stakeholders need to move quickly and effectively. Peer cities captured an average 0.65 percent share of the global tourism market in 2023, versus Budapest’s 0.37 percent. Budapest could fall further behind unless it acts now to start closing the gap. 8 Based on NTAK data (as of May 2024); Oxford Economics; TourMIS.

10 opportunities for growth

To this end, and to achieve the economic and financial results described above, Budapest could consider the following opportunities:

• Budapest might cultivate a profile that defines the unique benefits and experiences it offers to visitors and guides the development of its tourism ecosystem. It could consider further emphasizing distinctive attractions, like its thermal baths and Castle Hill; cultural experiences, such as its Jewish Quarter; amenities (including accommodation and infrastructure); and the overall value that visitors can expect to enjoy.
• Budapest could benefit from structured collaboration among industry stakeholders, including industry organizations, hotel and restaurant operators, airlines, travel agencies, authorities, and conference organizers, among others to drive joint initiatives.
• To attract greater volumes of visitors, Budapest might launch dedicated initiatives in the highest potential source markets, such as China, the United States, and Germany.
• The city might also aim to elevate its image among premium and luxury tourists to attract a growing segment of the tourist market and benefit from an increase in average spend per tourist.
• To capture more attention across tourist segments, the city could explore optimizing digital marketing with targeted, personalized content that draws potential visitors to direct channels and attracts return visitors. Developing the necessary data, digital marketing and personalization capabilities will be essential to succeed. To help promote these initiatives, Budapest might explore strategic partnerships with relevant actors, such as online travel sites, travel agencies, and airlines.
• Budapest might bring in more visitors by enhancing its product offerings. For example, the development of premium retail establishments, greater offerings of professional tours showcasing Budapest’s history and local cuisine, and additional parks and recreational attractions could benefit both international visitors and Hungarians.
• To draw more business travelers, Budapest might consider hosting more international meetings, incentive trips, conferences, and exhibitions (MICE). Given its current shortage of large-scale venues, Budapest could initially consider hosting specialized conferences, potentially in partnership with major MICE organizers. The development of a new flagship conference venue could enable Budapest to host more large-scale events, such as major industry meetings.
• If visitor volumes continue to rise, Budapest could consider encouraging the development of more accommodation capacity, especially outside the most crowded districts. It could also encourage investments in accommodations that host specific tourist segments, for example, by improving the offering of premium and upscale hotels, as well as larger hotels (500+ rooms) to enable more conferences.
• Budapest’s tourism industry could benefit from increasing air and rail connections with other countries. For example, the city might form alliances with airlines to increase the number of mid- and long-haul flights to source markets and to launch new routes.
• Budapest might also consider how expanded airport capacity and rail connectivity between the airport, city center, and principal city locations could enhance the experience for tourists as well as local citizens.

Getting started

Given their scope, these opportunities are likely to be realized only through the dedicated effort and collaboration of industry stakeholders. Concurrently, Budapest will also need to address how to meet increasing demand on the workforce by attracting and training more hospitality workers. It might also need to ensure that its infrastructure, such as the airport, will be able to accommodate higher volumes of tourists.

According to McKinsey’s Destination readiness index 9 “ Preparing for the tourist flows of tomorrow ,” McKinsey, May 29, 2024. , developed to help spot early warning signs that a destination is under stress from tourism, Budapest is relatively well-positioned to handle growth in tourism. Budapest’s economy is not heavily dependent on tourism, for example, and visitor experience is relatively high. As the sector grows, the city might address more immediate issues, such as overconcentration of accommodation in central districts and potentially overloaded infrastructure resulting from high volumes of visitors.

Our diagnostics suggest that Budapest has the capacity to expand its tourism industry. If it succeeds, Budapest has the potential to achieve substantial financial and economic gains while enhancing local infrastructure and amenities, thereby creating an environment where locals and visitors might equally thrive.

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The cultural tourism boom: Engaging Chinese travellers with Petal Ads

Huawei | July 23, 2024

Partner Post - Huawei App Store Advanced Features

Chinese tourism has been on a rebound since the lifting of travel restrictions in 2023 , and Chinese tourists have evolved over the years in their spending behaviors and preferences. Favouring cultural elements during their travels has been on the rise and has reshaped global tourism dynamics. This was revealed by Huawei during the Global Eco Summit during the annual Huawei Developer Conference (HDC) 2024 which happened last month, with data from research by Quest Mobile on China Internet Commercial Market Trends.

While the research points to trends in domestic travel, it is clear that changing preferences highlight the importance and potential for global brands to tap into the Chinese market. But what can we learn from this evolving trend to understand the driving force behind cultural tourism among Chinese tourists?

Chinese tourism trends and the recent shift towards cultural tourism

Diving into the Quest Mobile research discussed during the conference, the Chinese market shows significant trends in user engagement and online advertising, with beauty, luxury goods, general eCommerce, and automobiles seeing substantial interest. However, the standout trend is the rapid growth in the cultural and tourism market. This shift is indicative of a broader change in consumer preferences, driven by several key factors.

The World Tourism Barometer Q1 2024 highlights China’s tourism industry returning to 80% of its pre-pandemic levels by the end of this year, with expectations to surpass 2019 levels by the end of 2025. This recovery trajectory is not just a return to the pre-pandemic levels but a sign of evolving interests.

In addition, Quest Mobile’s research reveals a strong recovery in outbound tourism, with increasing discussions among users and year-on-year growth in monthly active users for outbound travel-related apps. Notably, the younger demographic is playing a pivotal role, influenced by favourable visa-free policies and competitive exchange rates, making international travel more accessible and appealing.

At the same time, local entertainment and tourism are booming. Key mobile internet sub-sectors such as flight information, travel tools, train services, and hotel services are experiencing significant year-on-year growth. This indicates a growing interest in exploring not only international destinations but also domestic cultural heritage sites, historical landmarks, and traditional festivities.

The pivot to cultural tourism reflects a deeper societal trend. Chinese tourists, especially the younger generation, are increasingly seeking experiences that offer a connection to their cultural roots and historical narratives. The rise of digital platforms facilitating travel planning and sharing has further amplified this trend, making it easier for tourists to discover and explore cultural destinations.

What drives Chinese tourists towards cultural tourism?

Chinese tourists, especially Generation Z, are increasingly favouring unique and immersive travel experiences. Quest Mobile’s report highlights a significant shift in international tourism preferences among Chinese travellers, with a growing demand for diversified and immersive destinations. This trend is particularly evident among Gen Z and affluent travellers who seek unique experiences that can be shared online, showcasing their adventures and discoveries.

Content platforms like Xiaohongshu play a pivotal role in this shift. The rise in conversations about outbound tourism on Xiaohongshu reflects a growing interest in unique cultural attractions. Users share travel experiences and recommendations, turning the platform into a valuable resource for those seeking distinctive cultural experiences. This user-generated content helps shape travel plans, fostering a community-driven approach to discovering cultural destinations.

Technology also plays a major role in driving this trend. The availability of apps such as language translators, QR code payments, accurate navigation, and automatic recommendations significantly enhance travel experiences. These innovations make it easier for tourists to explore and engage with cultural destinations confidently and conveniently. The seamless integration of technology in travel planning and execution allows for deeper, more enriching cultural interactions, further fuelling the interest in cultural tourism among Chinese travellers.

How can brands leverage this trend?

How can brands looking to enter the Chinese market leverage this trend? Brands can effectively tap into the growing interest in cultural tourism among Chinese travellers by integrating cultural elements into their marketing strategies.

Petal Ads, with over 580 million global monthly active users of Huawei devices, is uniquely positioned to connect brands with this audience. Leveraging first-party data, Petal Ads can identify and understand the preferences and behaviours of Chinese tourists, allowing brands to tailor their campaigns for maximum impact.

Petal Ads’ latest offering, the Petal Business Index (PBI), empowers brands by providing precise insights into consumer considerations within the Huawei ecosystem. By leveraging the PBI, brands can gain a deeper understanding of Chinese audiences, enabling them to craft targeted marketing strategies that resonate with the desire for unique and immersive cultural experiences.

In addition, during the Barcelona Tourism Workshop held in June, a key strategy that was discussed to attract more visitors was to de-seasonalize tourism. This can be done by increasing visitors during peak periods such as Lunar New Year and Golden Week. This is to decentralize tourism by extending the average length of stay and promoting high-quality experiences in lesser-known tourist spots.

Additionally, it can also help raise the average spend by offering attractive local products, including Michelin-star restaurants, luxury retail spots, and wineries. These efforts not only enhanced the cultural appeal of Barcelona but also catered to the specific interests of Chinese tourists. Brands can leverage the same strategy to help push for a steadier stream of tourists during non-peak seasons.

Brands can emulate this approach by promoting cultural experiences that highlight local heritage, traditions, and high-quality offerings. By aligning their marketing efforts with the interests of Chinese tourists and leveraging the powerful insights provided by Petal Ads and the PBI, brands can effectively engage this lucrative market and drive significant growth.

Bridging the gap between brands and the Chinese market

To attract Chinese travellers, destinations and brands should embrace and highlight cultural elements in their tourism offerings. Understanding the preferences of Chinese tourists, particularly their desire for unique and immersive experiences, is key. By focusing on authentic cultural experiences and high-quality local offers, brands can engage Chinese travellers and drive success.

Explore how Petal Ads can help your brand connect with Chinese audiences here .

About the author

Huawei is a leading global provider of information and communications technology (ICT) infrastructure and smart devices. With integrated solutions across four key domains – telecom networks, IT, smart devices, and cloud services – Huawei is committed to bringing digital to every person, home, and organization for a fully connected, intelligent world.

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International Tourism to End 2023 Close to 90% of Pre-Pandemic Levels

• All Regions
• 30 Nov 2023

International tourism is on track to recover almost 90% of pre-pandemic levels by the end of this year. According to the latest data from the World Tourism Organization (UNWTO), an estimated 975 million tourists travelled internationally between January and September 2023, an increase of 38% on the same months of 2022.

The newest UNWTO World Tourism Barometer also shows:

• World destinations welcomed 22% more international tourists in the third quarter of 2023 compared to the same period last year, reflecting a strong Northern Hemisphere summer season.
• International tourist arrivals hit 91% of pre-pandemic levels in the third quarter, reaching 92% in July, the best month so far since the start of pandemic.
• Overall, tourism recovered 87% of pre-pandemic levels in January-September 2023 . That puts the sector on course to recover almost 90% by the end of the year.
• International tourism receipts could reach USD 1.4 trillion in 2023 , about 93% of the USD 1.5 trillion earned by destinations in 2019.

The latest UNWTO data shows that international tourism has almost completely recovered from the unprecedented crisis of COVID-19 with many destinations reaching or even exceeding pre-pandemic arrivals and receipts

UNWTO Secretary-General Zurab Pololikashvili said: "The latest UNWTO data shows that international tourism has almost completely recovered from the unprecedented crisis of COVID-19 with many destinations reaching or even exceeding pre-pandemic arrivals and receipts. This is critical for destinations, businesses, and communities where the sector is a major lifeline. "

The Middle East, Europe and Africa lead recovery

• The Middle East continues to lead the recovery by regions in relative terms, with arrivals 20% above pre-pandemic levels in the nine months through September 2023. The Middle East remains the only world region to surpass 2019 levels this period. Visa facilitation measures, the development of new destinations, investments in new tourism-related projects and the hosting of large events, help underpin this remarkable performance.
• Europe , the world's largest destination region, welcomed 550 million international tourists over the period, 56% of the global total. That represents 94% of pre-pandemic levels. The rebound was supported by robust intra-regional demand as well as strong demand from the United States.
• Africa recovered 92% of pre-pandemic visitors this nine-month period,  and arrivals in the Americas reached 88% of 2019 numbers this period, as the region benefitted from strong US demand, in particular to Caribbean destinations.
• Asia and the Pacific reached 62% of pre-pandemic levels this period due to slower reopening to international travel. However, performance among subregions is mixed, with South Asia recovering 95% of pre-pandemic levels but North-East Asia only about 50%.

International tourist arrivals (% change vs. 2019)

The World Tourism Barometer includes more focused data on regions, as well as sub-regions and individual destinations.

Tourism spending strong

Strong demand for outbound travel was reported by several large source markets this period, with many exceeding 2019 levels. Germany and the United States spent 13% and 11% more respectively on outbound travel than in the same nine months of 2019, while Italy spent 16% more through August.

The sustained recovery is also reflected in the performance of industry indicators. Drawing on data from IATA (the International Air Transport Association) and STR, the UNWTO Tourism Recovery Tracker details a strong recovery in air passenger numbers and tourist accommodation occupancy levels.

Against this backdrop, international tourism is well on track to fully recover pre-pandemic levels in 2024 despite economic challenges such as high inflation and weaker global output, as well as important geopolitical tensions and conflicts.

Related links

• Download the News Release on PDF
• World Tourism Barometer | Volume 21 • Issue 4 • November 2023 | EXCERPT
• World Tourism Barometer (PPT version)
• UNWTO Tourism Recovery Tracker
• UNWTO World Tourism Barometer
• UNWTO Tourism Data Dashboard

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How to capture the spend of returning Chinese tourists

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Before the Covid outbreak, tourists from Mainland China took 155 million outbound trips in 2019 with a total travel expenditure of $255 billion. This made China the largest outbound travel market in the world. Since the easing of travel restrictions in January 2023, the global economy — including the luxury industry — has been eagerly awaiting their return.

There are positive signs. The China Tourism Academy projects that China’s outbound travel will total around 130 million trips this year — up on last year’s estimated 87 million. Chinese consumers spent $168 billion during outbound trips in 2023, a white paper by market research firm IClick estimates, which is approximately two-thirds of pre-pandemic levels. Meanwhile, the volume of visa applications from China is expected to rebound to 70 per cent of pre-pandemic levels in 2024, according to technology provider VFS Global.

Barriers remain, however, including visa complications and a reduction in flight routes. Europe also faces stiff competition from other countries in Asia, particularly Japan — as well as from China itself, which is vying for more luxury spend from its citizens. For European brands, there are several possible strategies to adopt: open stores in Chinese tourist hotspots around the world, double down on drawing returning Chinese tourists into stores in Europe, and/or invest in expanding across China to capture the domestic tourist.

“While spending on luxury goods in China may be close to flat this year, Chinese consumers are significantly increasing their luxury expenditures abroad, and therefore increasing their share in the global market,” says Jacques Roizen, managing director of consulting at DLG Shanghai.

A Euro summer?

Before the pandemic, the top outbound destinations for Chinese tourists were Asian countries like Thailand, Japan, Korea and Singapore, according to data from the China Tourism Academy. Online travel booking companies show these countries have largely regained their popularity. “Factors like economic uncertainties, geopolitical tensions and visa issues means many [Chinese] travellers tend to stay closer to home,” says Prudence Lai, research consultant at Euromonitor.

However, Chinese online travel platform Fliggy also notes a surge in appetite for long-distance locations including Europe this summer. Countries requiring long-haul flights — such as the US, the UK and France — accounted for half of the top outbound travel destinations by transaction volume during Fliggy’s promotional event for China’s national 618 shopping festival . Chinese travel site Qunar says the number of customers opting for long-haul outbound tours beyond East and Southeast Asia last year was up 42.8 per cent on 2019 levels. “There is a polarisation among Mainland Chinese outbound travellers. High-net-worth individuals are keen to travel abroad even to long-haul markets such as North America and Europe, picking up their habits from before the pandemic and enjoying a premium outbound travel experience,” Lai continues.

Trip.com confirms a “significant increase” (double-digit growth) in bookings across Europe among Chinese travellers. Jane McFadzean, senior director of destination marketing at Trip.com, reports a 105 per cent surge in bookings for Paris between 25 July and 1 August compared with the same period last year. And these tourists are splashing out: “Chinese tourists are showing a taste for luxury… The average spending per Chinese traveller has risen by 65 per cent with an increase in five-star hotel bookings from the previous year,” says McFadzean.

Large-scale sporting events like the Euros and the Paris Olympics are having a noticeable effect. “Sustained interest in sports and the outdoors post-pandemic has meant that consumers [in China] are becoming more adventurous and more willing to spend on sports-driven travel,” says Rohini Wahi, APAC senior insight strategist at WGSN. European luxury brands have been targeting Chinese sports fans through sponsorships, endorsements and campaigns starring athletes. Tiffany, for example, released a campaign earlier this year starring Chinese skier Eileen Gu, while Boss has recently partnered with swimmer Wang Shun.

Miranda Yuan, marketing strategy manager at agency Tong — who is helping a luxury client with a targeted influencer campaign focused on Chinese luxury travellers in Europe this summer — points out that a number of local food and beverage brands are also taking advantage of the travelling consumer in Paris. Popular tea brand Heytea opened a pop-up store in the city on 5 July with the aim of “connecting with drinks for those who go there to watch the Olympics”. “It’s a perfect time for luxury brands to create tailored marketing campaigns to engage with Chinese luxury travellers before and during their travels,” Yuan advises.

Many brands and retailers are creating offers that specifically cater to Chinese customers, according to Tong, such as French department store Galeries Lafayette’s selection of Asian restaurants as well as its dedicated space for tax refunds. “I think we’re going to see a lot more product brands think about how to partner with experiential brands (destinations, food and beverage locations, fine dining, hotels, outdoor experiences etc) as the experience economy continues to grow. Aligning with complimentary brands is going to have to be a focus now to reach the pockets of growth that are out there,” says Tong commercial director Jack Porteous.

Other hotspots for Chinese spend

While Europe’s sporting summer is helping it climb back up the ranks as a destination for Chinese travellers, it is facing stiff competition. Countries and neighbouring regions like Hong Kong, Thailand and Japan are experiencing a boom in Chinese tourism, thanks to factors such as favourable exchange rates, product availability and tax-free shopping.

International traveller Leo Huang has been abroad four times since the borders reopened in January 2023 including Thailand (twice), Japan, and most recently for a “grand tour” around Italy. He, like his contemporaries, are availing of a number of factors like price disparity and product availability — especially in Japan. “Japan has been a cheap destination for all tourists since the devaluation of the yen last year. Middle-class Chinese travel to Japan for luxury goods shopping for 30 per cent off. Depending on what you buy, it might easily cover your week-long stay including the airfares,” says Huang.

LVMH reported a 32 per cent surge in sales in Japan in the first quarter of this year, which it put down to the return of the Chinese consumer. Tiffany, Balenciaga, Hermès and Prada Group also reported substantial sales growth, prompting expansions and new store openings in the country.

Chinese travellers are choosing “a wider range of geographies, including domestic destinations and newer overseas markets”, says Zarina Kanji, managing director of the UK and Europe at digital marketing agency WPIC Marketing + Technologies. She suggests that European brands hoping to draw their spend need to “adjust their inventory management, store design and marketing accordingly”. Almost half (48 per cent) of Chinese consumers surveyed by Mintel in April 2024 said a good, offline service experience is the top factor that would make them spend with a luxury brand. “In addition to this, we find that offering new lifestyle services is also an opportunity point; cafés, restaurants, and even hotels, opened by luxury brands have become entry points for attracting consumers to check in or experience a luxurious lifestyle,” explains Mintel senior analyst Blair Zhang.

“Luxury brands must pivot to offering bespoke travel experiences that cater to a desire for self-contentment and exploration,” adds Fflur Roberts, head of luxury goods at Euromonitor, noting a shift towards a desire for “personal fulfilment and enrichment” through travel.

Attracting the domestic tourist

Many Chinese consumers are continuing to choose staycations, drawn by newly developed or upgraded locations that offer recreational activities such as skiing, or leisure destinations like beaches. “Provided that China has diverse domestic travel destinations — for example, shopping in Hainan island, food travel in Chongqing and cultural activities such as camel riding in Dunhuang — domestic travel is an attractive, value-for-money substitute to international travel,” says Lai.

Spending per domestic tourist on the tax-free island of Hainan in 2023 has surpassed pre‑pandemic levels. “By the end of 2023, Mainland China accounted for over half of all global duty-free spending and these areas are expected to remain top shopping hotspots,” says Roberts.

However, DLG’s Roizen points to a “noticeable decline” in the Hainan province this year, “largely due to the fact that many Chinese luxury consumers, who were previously limited to Hainan as their sole duty-free destination during the pandemic, now have greater freedom to travel abroad and access a wider range of luxury offerings globally”. He adds: “As a result, while overall consumer spending on experiences remains strong, the average spend on luxury goods has declined, as these affluent travellers are no longer confined to the Hainan market.”

Brands like Loewe, Gucci, Louis Vuitton and Tiffany are continuing to invest in Greater China, including via large-scale exhibitions and exclusive VIP events. Chanel recently announced a runway show in Hangzhou this December. Roizen sums up: “Leading luxury houses recognise that while the countries where Chinese consumption is taking place might be shifting, they are doubling down on investments in China, because they understand that regardless of the purchase location they choose, Chinese consumers remain one of the most promising sources of growth.”

Comments, questions or feedback? Email us at [email protected] .

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