travelling stage company

ARTS EDUCATION THAT ENHANCES Dance, DRAMA and MUSIC CURRICULUM

Welcome to The Travelling Stage, your Canadian destination for Arts Education. With a legacy spanning over two decades, we stand tall as a leading organization, igniting creativity and nurturing a deep passion for Elementary and Secondary Arts programs.

Our Mission: To enrich school curriculum and increase self-confidence through arts education.

Click Here  for our  Durham Region performing art studio programs.

DANCE, DRAMA AND MUSIC

Our arts education partnerships.

We have worked in partnership with Guides of Canada, YMCA Canada, Boys and Girls Club of Canada, Jays Care Foundation, Mirvish Productions and many other organizations to enrich the curriculum and boost self-confidence through dance, drama and music education. We believe that arts education isn’t just about training young people to be professional actors, musicians, dancers or visual artists. It’s about inspiring young people to be expressive, flexible and curious; to see solutions instead of obstacles and to strengthen the ability to adapt and flow with life as it unfolds around us. All of our workshop programs enrich and support the school curriculum. This past year alone, we worked with over 5 million students across Canada.

Our commitment to excellence drives us to deliver curriculum-based dance, drama, mindfulness, and music workshops, enriching the lives of students across Canada. Join us on this artistic journey as we continue to inspire, empower, and transform young minds through the magic of Arts Education.

Arts education, our curriculum based workshops are led by established dance and drama educators.

Our workshops, offered in both French and English, were created to enrich school curriculum, to inspire students to strive for excellence, to increase self-esteem, and to cultivate an appreciation for performing arts education. We can facilitate one-time workshops and full programs for Grades K–12 in classrooms, gyms, libraries, or any other available space at your school either in person or virtually.

Our teaching artists are some of Canada’s top-performing artists and have worked on stages across North America as dancers, singers, actors, directors, choreographers, and producers. All of our teaching artists have a current Vulnerable Sector Screening.

Elementary School Dance / Drama Programs

Built on provincial arts curriculum and led by professional arts educators!

Secondary School Dance / Drama Programs

Our programming supports SHSM programs and beginner sessions by incorporating current arts methodologies and experiences.

Library / Lunch / Girl Guide Programs

Our programming is a great way to enrich your library program, to build a lunchtime club or to help your Guides get their creativity badge.

Montessori / Child Care Programs

We seek to enrich and enhance the arts for early learners in a way that is engaging, safe, inclusive and fun!

Online / Virtual Workshops

Hop online with us for some new ways to incorporate the arts in your classroom!

Far North Programs

Our approach is to listen and learn as we facilitate arts experiences that are fully inclusive of the experience of your community.

"Dancing is like dreaming with your feet!" — Constanze Mozart

Everyone deserves the chance to learn with dance, drama and music arts education.

Every Travelling Stage program includes in person or virtual instruction along with a collection of pre-program, post-program and extension activities. For eligible schools in need, The Travelling Stage offers access to funding through our partnership with Daytrippers Children’s Charity.

Eight Benefits of

Our dance, drama and music programs.

Our curriculum-based arts programs not only enrich students’ artistic abilities but also contribute positively to their overall personal development and academic success.

• Enhanced Creativity
• Improved Self-Expression
• Boosted Confidence
• Improved Communication Skills
• Increased Empathy
• Better Emotional Regulation
• Improved Focus and Discipline
• Cultural Appreciation

Are you looking for info on one of our Durham Region performing art studio programs?

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Enriching school curriculum and increasing self-confidence through arts education.

© 2024. All Rights Reserved. The Travelling Stage.

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Toni Grates

The Travelling Stage is an arts education company, offering students and teachers an opportunity to participate in dynamic workshops alongside established guest artists and instructors. In the past year alone, The Travelling Stage has worked with hundreds of thousands of students and teachers all over Ontario.  Their programs were created to support school curriculum, to inspire students to strive for excellence, to increase self-esteem and to cultivate an appreciation for the performing arts.

The Travelling Stage works in educational partnership with the TDSB and is a special service provider for 9 other boards across Ontario.  They are also a special service provider for the YMCA.

Highlights:

The Travelling Stage works in partnership with Mirvish Productions.

The Travelling Stage was nominated for the 2018 Premier’s Award of Excellence through the Ontario Arts Council.

Services Offered:

• In School Dance & Drama Workshops and Programming for FDK-Grade 12
• Lunchtime & After School Dance & Drama Clubs
• Montessori & Child Care Arts Enrichment Programming
• Musical Theatre, Drama and Production Programs at our Whitby Studios for young performers aged 5-16
• Musical Theatre & Stage Intensives, in partnership with Mirvish, for young performers aged 12-16 at Mirvish Facilities in Toronto.

Toni Grates has worked professionally as an actor, director, producer, writer and choreographer in film, tv and on stages across North America.  She’s a member of ACTRA, SAG, AFTRA and AEA.  She is committed to continuing to grow the opportunities available to performing artists in the Durham Region.

As a professional artist, business owner and proud mom, she is constantly on the go working mindfully to balance work and family.  She believes in dreaming big and shares that sentiment with her children and students.

Learn more about The Travelling Stage:

[email protected]

416-317-8950

www.travellingstage.com

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The Travelling Stage

MAMMA MIA! TICKET LINK

• Deutschland
• United States

Concert Stages

• Custom Built Tour Stages
• Festival Stages & Ground Supports
• Spot & Delay Towers
• Video Portals

Temporary Structures

• Mobile Venues
• Access Bridges & Staircases
• Scaffolding structures
• Platforms, Grandstands & Decking Structures
• Custom Built Event Structures

IF YOU CAN IMAGINE IT, WE CAN BUILD IT.

E-mail: [email protected]     Tel.: +32 16 60 84 71

Stageco is best known for supplying stunning stages for international tours including U2, The Rolling Stones, Robbie Williams, AC/DC, Bruce Springsteen and many, many more...

Stageco offers a wide range of innovative outdoor and indoor staging solutions, providing all manner of structures, from staging systems and mix towers, to VIP and disabled seating platforms, camera risers and delay towers...

Stageco Worldwide

Kapelleweg 6, 3150 Tildonk, Belgium    Phone: +32 16 60 84 71    E-mail: [email protected]

Once upon a time… It all began with one man named Hedwig De Meyer, Stageco’s founder and president, who organised an annual event in Werchter (Belgium). This required the hiring of a marquee and soon resulted in the Saturday night disco being extended to accommodate a Sunday concert, which later on became the first Rock Wercher festival (1975).

After five years, the festival had grown out of its original tent and the stage moved completely outdoors on a new site. Looking for appropriate stages at decent prices, the Rock Werchter organisers decided to build their own system. Promoters visiting Rock Werchter noted the unique approach to staging and began asking Hedwig if similar solutions might be available for their own events.

In 1985 the company Stageco was born.

The first steps abroad For Genesis' Invisible Touch Tour in 1986 Hedwig decided to leave the traditional scaffolding stage approach behind, and to develop a tower system, based on crane technology — the use of such towers requires less labour, results in more rigging capacity and offers safer work manners...

Later on, the same production manager asked Stageco for Pink Floyd's Momentary Lapse Of Reason Tour in 1987. Stageco took on the entire world tour leading to Australia, New Zealand and Europe. It really put the company on the map as an alternative for the traditional (more labour intensive, weaker) scaffolding stages. Stageco’s staging systems also became popular because they provided excellent weather protection by introducing aluminium tent technology into outdoor staging roofs and sheeting.

US, here we come! Another breakthrough came in 1992: Genesis' We Can't Dance Tour took Stageco for the first time to the United States. That marked the first tour where the company worked in close cooperation with an architect and where the outdoor stage design became part of the show.

After the Genesis tour Stageco continued supplying stages for renowned bands like Metallica, Guns ‘n’ Roses, AC/DC, ... putting up their stages on both sides of the ocean, which led to the opening of the US office in Colorado. Over the following years, more new offices were opened in the Netherlands and France. Stageco also started a joined venture with BSA in Germany which later became a Stageco subsidiary on 3 locations : Augsburg (DE), Berlin (DE) and Vienna (AU). Whilst they all focused on supplying stages for their local events it has given Stageco a unique international network of staging professionals and inventory of compatible staging equipment covering three continents.

Stageco moves into new territory Stageco took important steps during recent years to provide the expertise it has built in the international touring market (with customers like the Rolling Stones, U2, Bon Jovi, Bruce Springsteen and numerous other artists ) to sporting and corporate productions. Consequently Stageco has already produced an astonishing list of successful projects in this new market segment. Be it product launches, presentations, sponsored events,... in close co-operation with the customer Stageco always succeeds in translating its entertainment experience towards the corporate world. Stageco creates an environment in which people can witness an event in a unique atmosphere.

Born out of supplying stages for the renowned Rock Werchter Festival in Belgium in 1985, Stageco is now one of the most prominent international staging companies in the world.

Through more than 40 years of experience, Stageco has become the worldwide pioneer and trendsetter in designing and building custom-made as well as standardized concert stages and temporary structures for all kind of events.

Stageco has been best known for achieving the highest levels of engineering excellence. Our track record proves unrivalled logistical effectiveness combined with efficiency in the construction of our proprietary staging system.  This can reduce the number of build / derig days for an event introducing substantial time and economic savings in comparison to alternative systems.

Stageco also offers a wide range of innovative outdoor and indoor staging solutions, from staging systems and mix towers, to VIP and disabled seating platforms, camera risers and delay towers.

The Stageco Group currently spans eight  offices worldwide, including its headquarters in Tildonk, Belgium, and its local offices in Germany, Austria, France, the Netherlands and the USA, employing currently about 190 full-time staff.

It's our passion to create and build safe, solid and innovative temporary structures for all events, locally and globally. Size doesn't matter.

STAGECO NEWS

Sailing theatre troupe brings final production back to where it started over 50 years ago

Caravan stage company began in 1970 when a young victoria couple was looking for a new project.

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A travelling theatre company is set to debut its final production in Victoria's Rock Bay this month, marking the end of the road for a troupe that has been globetrotting by boat and horse-drawn carriage for 52 years. 

The Caravan Stage Company began in 1970 when Adriana Kelder, better known as "Nans," and her partner Paul Kirby were living in Victoria and looking for a new project. 

"We were young and foolish and decided to do a travelling theatre, carnival type event," said Kelder. "We got ourselves some Clydesdales and started building wagons in Sooke." 

For the next 20 years, those wagons and horses pulled the couple and their theatre troupe around B.C., and across the border all the way down to California. In the 1970s, they founded Caravan Farm Theatre near Armstrong, in B.C.'s southern Interior, an outdoor stage company that continues today although Kelder and Kirby left in the mid-'80s.

"And then at one point we decided, 'Let's do something different and go further afield.' So we decided to build a ship."

The Amara Zee was built in Kingston, Ont., and launched in 1997. From there the group set out down the Atlantic coast of North America before taking the boat to Europe for eight years. 

Kelder said it's been emotional to bring the ship back to the place where the whole idea started, but she's happy for the story to end here. 

Virtual Rogues is an original show that explores the end of humanity, through a sacrifice of one of the last "organic humans" to a giant artificial intelligence god named Zeus. "And there's a love story," says production manager Doria Bramante.

Bramante met Kelder and Kirby 12 years ago in Montenegro and has been working with them on and off since then. She also met her husband on the caravan. 

"Once you join the caravan, you jump in the fray and start doing a million things," says Bramante. "[Kelder and Kirby] work harder than anyone I've ever seen … We're all here offering our skill and our passion for a magic and an idea and they hold the container for that magic." 

• This B.C. theatre company will perform outside your home during the pandemic

The boat itself will serve as a multi-tiered stage for the production that includes aerialists, music, large puppets and projections that the audience watches from shore. Assistant director Tracey Wilkinson says it will play out against the backdrop of neighbouring industrial yards of the Rock Bay neighbourhood. 

"We're talking about the end of organic matter and humanity and Rock Bay has a pinch of that in it," says Wilkinson. 

It's a farewell that has been two years in the making. Virtual Rogues was supposed to open in 2020, but like many things, it was delayed by the pandemic. 

A transient theatre troupe preparing a large scale production against the backdrop of a pandemic may sound familiar.

Station Eleven, a novel that was adapted for TV, features a theatre troupe that travels a post-pandemic world by horse drawn caravans. And its author, Emily St. John Mandel grew up on Denman Island, just off Vancouver Island. 

Kelter says she also wondered about a connection between her life's work and Mandel's book — especially since the Caravan Stage Company performed a run of the play A Good Baby on Denman Island in 1987 when the troupe still travelled by horse-drawn caravans. 

Ketler says she thought it was possible that Mandel saw the show "and it just sort of embedded on her, but I don't know. It's a great novel. We read it, too." 

• Vancouver theatre companies cancel live performances amid COVID-19 surge

But Mandel, through a publicist, says she never saw their production as a child. "The coincidence of a travelling theatre troupe with horse-drawn wagons in Station Eleven is exactly that, a coincidence." 

As for the real-life theatre troupe, the members still don't know the fate of their custom ship.  

"There's a lot of discussion around what the future of the Amara Zee will look like," says Bramante, "and how the heartbeat will carry on, but we'll see."

Virtual Rogues  opens June 28 at the end of Store Street in Rock Bay. 

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Production programs in Durham Region

Discover the excellence of our top-notch production programs, thoughtfully designed to bring out the best in participants, right here in the vibrant heart of Durham Region.

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We offer production programs for performers ages 5-105. Our production programs focus on the creative process and skill building with the culminating task being a fully mounted production, complete with costumes, lights and sets. What really sets our production programs apart is that we do not hold auditions. All are welcome and encouraged to step out of their comfort zone and into the biggest version of themselves we can find.

“Acting is in everything but the words.”

— Stella Adler, American actress and acting teacher

Capturing moments of creative expression: Our stage in frames

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The Travelling Stage Studio provides top-notch theatre training in Durham Region that aims to cultivate community, build self-confidence and foster an appreciation for the performing arts.

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Things to Do in Monino, Russia - Monino Attractions

Things to do in monino.

• 5.0 of 5 bubbles
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• Things to do ranked using Tripadvisor data including reviews, ratings, photos, and popularity.

1. The Central Air Force Museum

2. Church of St. George

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Gagarin Cup Preview: Atlant vs. Salavat Yulaev

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Gagarin cup (khl) finals:  atlant moscow oblast vs. salavat yulaev ufa.

Much like the Elitserien Finals, we have a bit of an offense vs. defense match-up in this league Final.  While Ufa let their star top line of Alexander Radulov, Patrick Thoresen and Igor Grigorenko loose on the KHL's Western Conference, Mytischi played a more conservative style, relying on veterans such as former NHLers Jan Bulis, Oleg Petrov, and Jaroslav Obsut.  Just reaching the Finals is a testament to Atlant's disciplined style of play, as they had to knock off much more high profile teams from Yaroslavl and St. Petersburg to do so.  But while they did finish 8th in the league in points, they haven't seen the likes of Ufa, who finished 2nd. 

This series will be a challenge for the underdog, because unlike some of the other KHL teams, Ufa's top players are generally younger and in their prime.  Only Proshkin amongst regular blueliners is over 30, with the work being shared by Kirill Koltsov (28), Andrei Kuteikin (26), Miroslav Blatak (28), Maxim Kondratiev (28) and Dmitri Kalinin (30).  Oleg Tverdovsky hasn't played a lot in the playoffs to date.  Up front, while led by a fairly young top line (24-27), Ufa does have a lot of veterans in support roles:  Vyacheslav Kozlov , Viktor Kozlov , Vladimir Antipov, Sergei Zinovyev and Petr Schastlivy are all over 30.  In fact, the names of all their forwards are familiar to international and NHL fans:  Robert Nilsson , Alexander Svitov, Oleg Saprykin and Jakub Klepis round out the group, all former NHL players.

For Atlant, their veteran roster, with only one of their top six D under the age of 30 (and no top forwards under 30, either), this might be their one shot at a championship.  The team has never won either a Russian Superleague title or the Gagarin Cup, and for players like former NHLer Oleg Petrov, this is probably the last shot at the KHL's top prize.  The team got three extra days rest by winning their Conference Final in six games, and they probably needed to use it.  Atlant does have younger regulars on their roster, but they generally only play a few shifts per game, if that. 

The low event style of game for Atlant probably suits them well, but I don't know how they can manage to keep up against Ufa's speed, skill, and depth.  There is no advantage to be seen in goal, with Erik Ersberg and Konstantin Barulin posting almost identical numbers, and even in terms of recent playoff experience Ufa has them beat.  Luckily for Atlant, Ufa isn't that far away from the Moscow region, so travel shouldn't play a major role. 

I'm predicting that Ufa, winners of the last Superleague title back in 2008, will become the second team to win the Gagarin Cup, and will prevail in five games.  They have a seriously well built team that would honestly compete in the NHL.  They represent the potential of the league, while Atlant represents closer to the reality, as a team full of players who played themselves out of the NHL. 

• Atlant @ Ufa, Friday Apr 8 (3:00 PM CET/10:00 PM EST)
• Atlant @ Ufa, Sunday Apr 10 (1:00 PM CET/8:00 AM EST)
• Ufa @ Atlant, Tuesday Apr 12 (5:30 PM CET/12:30 PM EST)
• Ufa @ Atlant, Thursday Apr 14 (5:30 PM CET/12:30 PM EST)

Games 5-7 are as yet unscheduled, but every second day is the KHL standard, so expect Game 5 to be on Saturday, like an early start. 

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Now boarding: Faces, places, and trends shaping tourism in 2024

After falling by 75 percent in 2020, travel is on its way to a full recovery by the end of 2024. Domestic travel is expected to grow 3 percent annually and reach 19 billion lodging nights per year by 2030. 1 Unless otherwise noted, the source for all data and projections is Oxford Economics. Over the same time frame, international travel should likewise ramp up to its historical average of nine billion nights. Spending on travel is expected to follow a similar trajectory, with an estimated $8.6 trillion in traveler outlays in 2024, representing roughly 9 percent of this year’s global GDP.

About the authors

This article is a collaborative effort by Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann , with Ivan Gladstone and Jasperina de Vries, representing views from McKinsey’s Travel, Logistics & Infrastructure Practice.

There’s no doubt people still love to travel and will continue to seek new experiences in new places. But where will travelers come from, and where will they go? We developed a snapshot of current traveler flows, along with estimates for growth through 2030. For the purposes of this report, we have divided the world into four regions—the Americas, Asia, Europe, and the Middle East and Africa.

Our analysis identifies three major themes for industry stakeholders to consider:

• The bulk of travel spending is close to home. Stakeholders should ensure they capture the full potential of domestic travel before shifting their focus to international travelers. And they should start with international travelers who visit nearby countries—as intraregional trips represent the largest travel segment after domestic trips.
• Source markets are shifting. Although established source markets continue to anchor global travel, Eastern Europe, India, and Southeast Asia are all becoming fast-growing sources of outbound tourism.
• The destinations of the future may not be the ones you imagine. Alongside enduring favorites, places that weren’t on many tourists’ maps are finding clever ways to lure international travelers and establish themselves as desirable destinations.

The bulk of travel spending is close to home

International travel might feel more glamorous, but tourism players should not forget that domestic travel still represents the bulk of the market, accounting for 75 percent of global travel spending (Exhibit 1). Domestic travel recovered from the COVID-19 pandemic faster than international travel, as is typical coming out of downturns. And although there has been a recent boom in “revenge travel,” with travelers prioritizing international trips that were delayed by the pandemic, a return to prepandemic norms, in which domestic travel represents 70 percent of spending, is expected by 2030.

The United States is the world’s largest domestic travel market at $1 trillion in annual spending. Sixty-eight percent of all trips that start in the United States remain within its borders. Domestic demand has softened slightly, as American travelers return abroad. 2 Dawit Habtemariam, “Domestic U.S. tourism growth levels off as Americans head overseas,” Skift, August 18, 2023. But tourism players with the right offerings are still thriving: five national parks broke attendance records in 2023 (including Joshua Tree National Park, which capitalized on growing interest from stargazers indulging in “dark sky” tourism 3 Scott McConkey, “5 national parks set attendance records in 2023, and the reasons may surprise you,” Wealth of Geeks, April 16, 2024. ).

China’s $744 billion domestic travel market is currently the world’s second largest. Chinese travelers spent the pandemic learning to appreciate the diversity of experiences on offer within their own country. Even as borders open back up, Chinese travelers are staying close to home. And domestic destinations are benefiting: for example, Changchun (home to the Changchun Ice and Snow Festival) realized 160 percent year-on-year growth in visitors in 2023. 4 Shi Xiaoji, “Why don’t Chinese people like to travel abroad anymore? The global tourism industry has lost 900 billion yuan. What is the situation?,” NetEase, February 12, 2024. In 2024, domestic travel during Lunar New Year exceeded prepandemic levels by 19 percent.

China’s domestic travel market is expected to grow 12 percent annually and overtake the United States’ to become the world’s largest by 2030. Hotel construction reflects this expectation: 30 percent of the global hotel construction pipeline is currently concentrated in China. The pipeline is heavily skewed toward luxury properties, with more than twice as many luxury hotels under construction in China as in the United States.

India, currently the world’s sixth-largest domestic travel market by spending, is another thriving area for domestic travel. With the subcontinent’s growing middle class powering travel spending growth of roughly 9 percent per year, India’s domestic market could overtake Japan’s and Mexico’s to become the world’s fourth largest by 2030. Domestic air passenger traffic in India is projected to double by 2030, 5 Murali Krishnan, “Can India’s airports cope with rapid passenger growth?,” Deutsche Welle, February 7, 2024. boosted in part by a state-subsidized initiative that aims to connect underserved domestic airports. 6 “India is seeing a massive aviation boom,” Economist , November 23, 2023.

When travelers do go abroad, they often stay close to home (Exhibit 2).

Europe and Asia, in particular, demonstrate strong and growing intraregional travel markets.

Recognizing this general trend, stakeholders have been funneling investment toward regional tourism destinations. An Emirati wealth fund, for instance, has announced its intent to invest roughly $35 billion into established hospitality properties and development opportunities in Egypt. 7 Michael Gunn and Mirette Magdy, “UAE’s $35 billion Egypt deal marks Gulf powers’ buying spree,” Bloomberg, April 27, 2024.

Europe has long played host to a high share of intraregional travel. Seventy percent of its travelers’ international trips stay within the region. Europe’s most popular destinations for intraregional travelers are perennial warm-weather favorites—Spain (18 percent), Italy (10 percent), and France (8 percent)—with limited change to these preferences expected between now and 2030.

Despite longer travel distances between Asian countries, Asia’s intraregional travel market is beginning to resemble Europe’s. Intraregional travel currently accounts for about 60 percent of international trips in Asia—a share expected to climb to 64 percent by 2030. As in Europe in past decades, Asian intraregional travel is benefiting from diminishing visa barriers and the development of a low-cost, regional flight network.

Thailand is projected to enjoy continued, growing popularity with Asian travelers. Thailand waived visa requirements for Chinese tourists in 2023 and plans to do the same for Indian tourists starting in 2024. It has aggressively targeted the fast-growing Indian traveler segment, launching more than 50 marketing campaigns directed at Indians over the past decade. The investment may be paying off: Bangkok recently overtook Dubai as the most popular city destination for Indian tourists. 8 “Bangkok overtakes Dubai as top destination for Indians post visa relaxation, reveals Agoda,” PR Newswire, January 18, 2024.

A McKinsey ConsumerWise survey on consumer sentiment, conducted in February 2024, suggests that Chinese travelers are also exhibiting high interest in international travel, with 36 percent of survey respondents indicating that they intend to spend more on international travel in the next three months. 9 Daniel Zipser, “ China brief: Consumers are spending again (outside of China) ,” McKinsey, April 8, 2024. Much of this interest is directed toward regional destinations such as Southeast Asia and Japan, with interest in travel to Europe down from previous years. 10 Guang Chen, Zi Chen, Steve Saxon, and Jackey Yu, “ Outlook for China tourism 2023: Light at the end of the tunnel ,” McKinsey, May 9, 2023.

Given travelers’ preference for proximity, how can tourism stakeholders further capitalize on domestic and intraregional travel demand? Here are a few strategies:

• Craft offerings that encourage domestic tourists to rediscover local gems. Destinations, hotels, and transportation providers can encourage domestic tourists to integrate lesser-known cultural landmarks into their trips to visit friends and relatives. In France, the upscale hotel chain Relais & Châteaux markets historic properties that lie far from classic tourist sights—such as Château Saint-Jean in rural Auvergne—as a welcome escape from the bustle of Paris. In Mexico, the Pueblos Mágicos program has successfully boosted domestic tourist visits to a set of “magical towns” that showcase Mexican heritage.
• Fold one-off domestic destinations into fuller itineraries. Route 66 in the United States is a classic road trip pathway, which spurs visits to attractions all along the highway’s length. Tourism stakeholders can collaborate to create similar types of domestic itineraries around the world. For instance, Mexico has expanded on its Pueblos Mágicos concept by branding coordinated visits to multiple villages as “magical routes.” In France, local tourism boards and vineyards have collaborated to promote bucket list “wine routes” around the country.
• Make crossing borders into neighboring countries seamless. Removing logistical barriers to travel can nudge tourists to upgrade a one-off trip to a single attraction into a bucket list journey across multiple, less-trodden destinations. In Africa, for example, Ethiopian Airlines is facilitating cross-border travel to major regional tourist sites through improved air connectivity. In Asia, Thailand has announced its intent to create a joint visa easing travel among Cambodia, Laos, Malaysia, Myanmar, Thailand, and Vietnam.

Source markets are shifting

The United States, Germany, the United Kingdom, China, and France remain the world’s five largest sources of travelers, in that order. These countries collectively accounted for 38 percent of international travel spending in 2023 and are expected to remain the top five source markets through 2030. But interest in travel is blossoming in other parts of the world—causing a shift in the balance of outbound travel flows (Exhibit 3).

North Americans’ travel spending is projected to hold steady at roughly 3 percent annual growth. US consumers voice growing concerns about inflation, and the most cost-constrained traveler segments are reducing travel, which is affecting ultra-low-cost airlines and budget hotels. Most travelers, however, plan to continue traveling: McKinsey research suggests that American consumers rank international and domestic travel as their highest-priority areas for discretionary spending. Instead of canceling their trips, these consumers are adapting their behavior by traveling during off-peak periods or booking travel further in advance. Travel spending by Europeans paints a slightly rosier picture, with roughly 5 percent projected annual growth. Meanwhile, the projected 12 percent annual growth in Chinese travelers’ spending should anchor substantial increases in travel spending across Northeast Asia.

Alongside these enduring traveler segments, new groups of travelers are emerging. Eastern Europe, India, and Southeast Asia are still comparatively small source markets, but they are developing fast-growing pools of first-time tourists (Exhibit 4).

India’s breakneck GDP growth of 6 percent year over year is bolstering a new generation of travelers, 11 Benjamin Laker, “India will grow to become the world’s third-largest economy by 2027,” Forbes , February 23, 2024. resulting in a projected annual growth in travel spending of 9 percent between now and 2030. Indian air carriers and lodging companies are making substantial investments to meet projected demand. Budget airline IndiGo placed the largest aircraft order in commercial aviation history in 2023, when it pledged to buy 500 Airbus A320 planes 12 Anna Cooban, “Biggest plane deal in history: Airbus clinches massive order from India’s IndiGo,” CNN, June 19, 2023. ; that same week, Air India nearly equaled IndiGo’s order size with purchase agreements for 250 Airbus and 220 Boeing jets. IndiGo later added an order for 30 additional Airbus A350 planes, well suited to serving both domestic and international routes. 13 “Airbus confirms IndiGo's A350 aircraft order,” Economic Times , May 6, 2024. The Indian Hotels Company Limited is ramping up its hotel pipeline, aiming to open two new hotels per month in the near future. International players are not sitting on the sidelines: seven hotel chains are launching new brands in India in 2024, 14 Peden Doma Bhutia, “Indian Hotels expansion plans: 2 new brands launching, 2 hotels opening every month,” Skift, February 2, 2024. including Marriott’s first Moxy- and Tribute-branded hotels in India and entrants from Hilton’s Curio and Tapestry brands. 15 Forum Gandhi, “Check-in frenzy: International hotel giants unleash fresh brands in India’s booming hospitality landscape,” Hindu Businessline , February 13, 2024. Development focus has shifted away from major metropolises such as Mumbai and Delhi and toward fast-developing, smaller cities such as Chandigarh and Hyderabad.

Southeast Asian travel spending is projected to grow at roughly 7 percent per year. Pockets of particularly high growth exist in Cambodia, Malaysia, and the Philippines. To capitalize on this blossoming source market, neighboring countries are rolling out attractive visa arrangements: for example, China has agreed to reciprocal visa waivers for short-term travelers from Malaysia, Singapore, and Thailand. 16 Julienna Law, “China launches ‘visa-free era’ with Southeast Asia. Will travel retail boom?,” Jing Daily , January 30, 2024.

Travel spending by Eastern Europeans is expected to grow at 7 percent per year until 2030—two percentage points higher than spending by Western Europeans. Areas of especially high growth include the Czech Republic, Hungary, and Poland, where middle-class travelers are increasingly venturing farther afield. Major tourism players, including the TUI Group, have tapped into these new source markets by offering charter flights to warm-weather destinations such as Egypt. 17 Hildbrandt von Klaus, “TUI develops Czech Republic as a new source market,” FVW, December 22, 2023.

Although the number of travelers from these new source markets is growing, their purchasing power remains relatively limited. Compared with Western European travelers (who average $159 per night in total travel spending), South Asians spend 20 percent less, Eastern Europeans spend 40 percent less, and Southeast Asians spend 55 percent less. Only 3 percent of the current Asian hotel construction pipeline caters to economy travelers, suggesting a potential supply gap of rooms that could appeal to budget-constrained tourists.

While acknowledging that historical source markets will continue to constitute the bulk of travel spending, tourism players can consider actions such as these to capitalize on growing travel demand from newer markets:

• Reduce obstacles to travel. Countries can look for ways to strategically invest in simplifying travel for visitors from growing source markets. In 2017, for example, Azerbaijan introduced express processing of electronic visas for Indian visitors; annual arrivals from India increased fivefold in two years. Requirements regarding passport photocopies or in-person check-ins can similarly be assessed with an eye toward reducing red tape for travelers.
• Use culturally relevant marketing channels to reach new demographics. Unique, thoughtful marketing strategies can help destinations place themselves on first-time travelers’ bucket lists. For example, after the release of Zindagi Na Milegi Dobara , a popular Bollywood movie shot in Spain with support from the Spanish Ministry of Tourism, Indian tourism to Spain increased by 65 percent. 18 “ Zindagi Na Milegi Dobara part of syllabus in Spain colleges,” India Today , June 6, 2004.
• Give new travelers the tech they expect. Travelers from newer source markets often have access to tech-forward travel offerings. For example, Indian travelers can travel anywhere within their country without physical identification, thanks to the Digi Yatra app. The Southeast Asian rideshare app Grab has several helpful travel features that competitors lack, such as automated menu translation and currency conversion. Tourism stakeholders should consider how to adapt to the tech expectations of newer travelers, integrating relevant offerings that ease journeys.
• Create vibrant experiences tailored to different price points. Crafting lower-budget offerings for more cost-constrained travelers doesn’t need to result in giving them a subpar experience. Capsule hotels, in which guests sleep in small cubbies, began as a response to the high cost of accommodations in Japan, but they have become an attraction in their own right—appearing on many must-do lists. 19 Philip Tang, “24 of the best experiences in Japan,” Lonely Planet, March 23, 2024.

The places you’ll go: The destinations of the future may not be the ones you imagine

The world’s top ten destination countries (the United States, Spain, China, France, Saudi Arabia, Türkiye, Italy, Thailand, Japan, and India, in that order) currently receive 45 percent of all travel spending, including for domestic travel. But some new locales are gaining traction (Exhibit 5).

A significant number of travelers are expanding their horizons, booking journeys to less visited countries that are near to old standbys. For instance, Laos and Malaysia, which both border Thailand—an established destination that is home to Bangkok, the world’s most visited city 20 Katherine LaGrave, “This is the world’s most visited city,” AFAR , January 31, 2024. —are up a respective 20 percent and 17 percent, respectively, in year-over-year international travel spending.

The world’s top ten destination countries currently receive 45 percent of all travel spending, including domestic-travel spending. But some new locales are gaining traction.

Several other countries that have crafted thoughtful tourism demand generation strategies—such as Peru, the Philippines, Rwanda, and Vietnam—are also expected to reap benefits in the coming years. Vietnam logged a remarkable 40 percent increase in tourism spending in the five years before the pandemic. Postpandemic, it has rebounded in part by waiving visa requirements for European travelers (while indicating intent to offer similar exemptions in the future for Chinese and Indian travelers). 21 Ashvita Singh, “Vietnam looks to offer visa-free entry to Indians: India report,” Skift, November 20, 2023. The Philippines has made a concerted effort to shift its sun-and-beach branding toward a more well-rounded image, replacing its long-standing “It’s more fun in the Philippines” tourism slogan with “Love the Philippines.” Peru is highlighting less visited archeological sites while also marketing itself as a top-notch culinary destination through the promotion of Peruvian restaurants abroad. Rwanda is investing in infrastructure to become a major African transit hub, facilitated by Qatar Airways’ purchase of a 60 percent stake in the country’s major airport. 22 Dylan Cresswell, “Rwanda plots ambitious tourism recovery,” African Business , July 28, 2022. Rwanda has also successfully capitalized on sustainable tourism: by charging $1,500 per gorilla trekking permit, for instance, it has maximized revenue while reducing environmental impact.

Tourism players might consider taking some of these actions to lure tourists to less familiar destinations:

• Collaborate across the tourism ecosystem. Promotion is not solely the domain of destination marketing organizations. Accommodation, transportation, and experience providers can also play important roles. In Singapore, for instance, the luxury resort Marina Bay Sands partners extensively with Singapore Airlines and the Singapore Tourism Board to offer compelling tourism offerings. Past collaborations have included flight and stay packages built around culinary festivals and a Lunar New Year drone show. 23 “Singapore Tourism Board, Marina Bay Sands & UOB partner to enliven Marina Bay precinct,” Singapore Tourism Board news release, January 25, 2024.
• Use infrastructure linkage to promote new destinations. By extending route options, transportation providers can encourage visitors to create itineraries that combine familiar destinations with new attractions. In Asia, Thailand’s tourism authority has attempted to nudge visitors away from the most heavily trafficked parts of the country, such as Bangkok and Phuket, and toward less popular destinations.
• Deploy social media to reach different demographics. Innovative social media campaigns can help put a destination on the map. Australia launched its “Ruby the kangaroo” campaign in China to coincide with the return of postpandemic air capacity between the two places. A video adapted for Chinese context (with appropriate gestures and a hashtag in Mandarin) garnered more than 20 million views in a single day on one of China’s largest social media platforms. 24 Nicole Gong, “Can Ruby the kangaroo bring Chinese tourists hopping back to Australia?,” SBS, June 5, 2023.
• Embrace unknown status. “Off the beaten path” messaging can appeal to widely traveled tourists seeking fresh experiences. Saudi Arabia’s “#WhereInTheWorld” campaign promoted the country’s tourist spots by acknowledging that they are less familiar to travelers, using a series of images that compared these spots with better-known destinations.

As tourism stakeholders look to the future, they can take steps to ensure that they continue to delight existing travelers while also embracing new ones. Domestic and intraregional tourism remain major opportunities—catering to local tourists’ preferences while building infrastructure that makes travel more seamless within a region could help capture them. Creative collaboration among tourism stakeholders can help put lesser-known destinations on the map. Travel tides are shifting. Expertly navigating these currents could yield rich rewards.

Caroline Tufft is a senior partner in McKinsey’s London office, Margaux Constantin is a partner in the Dubai office, Matteo Pacca is a senior partner in the Paris office, Ryan Mann is a partner in the Chicago office, Ivan Gladstone is an associate partner in the Riyadh office, and Jasperina de Vries is an associate partner in the Amsterdam office.

The authors wish to thank Abdulhadi Alghamdi, Alessandra Powell, Alex Dichter, Cedric Tsai, Diane Vu, Elisa Wallwitz, Lily Miller, Maggie Coffey, Nadya Snezhkova, Nick Meronyk, Paulina Baum, Peimin Suo, Rebecca Stone, Sarah Fellay, Sarah Sahel, Steffen Fuchs, Steffen Köpke, Steve Saxon, Sophia Wang, and Urs Binggeli for their contributions to this article.

This article was edited by Seth Stevenson, a senior editor in the New York office.

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