The Future of Tourism 2040: Key Findings from the Google and Deloitte Study
The study, prepared by Google in collaboration with Deloitte and other external partners such as UNWTO and GapMinder , provides a comprehensive insight into the future of international tourism, which is expected to reach 2.4 billion trips by 2040, 60% more than in 2019. The focus is on new source markets, growing destinations, and changes in consumer behaviour.
Key findings:
Growth of new source markets:
- Indian travellers are expected to increase the number of trips fivefold, enabled by easier access to passports and improved visa policies.
- Pakistan, Brazil, Saudi Arabia, Indonesia, and Mexico will be among the top 15 source markets.
New popular destinations:
- Europe remains the leading region, but growth in the Middle East, Africa, and Southeast Asia will exceed the global average.
- Saudi Arabia and the United Arab Emirates will become key destinations due to tourism projects such as Neom and Expo 2030.
- Mexico will be among the five most popular destinations.
Diverse traveller groups:
- “Newcomers” (emerging travellers) will focus on nearby destinations, while “experienced” (mature travellers) will seek lesser-known places.
- Increased use of technology such as AI, virtual experiences, and real-time translators will make it easier to explore new destinations.
Focus on sustainability and personalisation:
- The study highlights the need to develop sustainable tourism models that deliver economic and social benefits.
- Travellers will expect personalised experiences, which will require precise data analysis and service adaptation.
Technology as a key factor:
The introduction of artificial intelligence, analytics, and automation will enable flexible pricing, optimisation of supply and demand, and better fulfilment of travellers’ expectations.
Strategies for the future:
To succeed in 2040, the following will be key:
- Adapting the offer to different traveller origins and their cultural preferences.
- Focusing on brand building in markets such as India, the US, and China.
- Developing localised content and sustainable tourism models.
This study emphasises that the future belongs to those tourism operators and destinations that proactively adapt their strategies and leverage technological opportunities.
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