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Exploring 2023: New trends top Leisure Travel

Halfway through 2023 and there is a continued resurgence of leisure travel, coupled with an array of new trends that reflect the desires and priorities of modern travellers..

The world of leisure travel finds itself at an interesting crossroads. Gone are the days when travel was simply about the destination. Today, it’s an intricate mix of experiences, innovations, and changing traveller expectations.

From eco-conscious getaways to immersive digital escapades, the landscape of exploration is being redefined, with boundaries expanding further than ever before. Here are the top shifts in leisure travel, and discover how 2023 is rewriting the traveller’s tale, one transformative trend at a time.

Let’s delve into some of the hottest travel trends this year:

Sustainable tourism.

With an increasing global emphasis on environmental preservation, travellers are more conscious about their ecological footprint. Many are opting for eco-friendly accommodations, engaging in voluntourism, and selecting destinations committed to conservation efforts. This has led to a surge in eco-resorts, biodegradable travel products, and even travel itineraries that benefit local habitats.

One can witness the commitment to sustainable tourism in practices like Costa Rica’s eco-lodges, which emphasize harmony with the surrounding rainforest while offering tourists a unique connection to nature. Similarly, in Bhutan, a country known for measuring Gross National Happiness over GDP, the government strictly controls tourism numbers to ensure minimal environmental and cultural impact.

The Galápagos Islands have taken a similar approach, imposing strict visitor limits to protect its unique biodiversity. Meanwhile, community-based tourism initiatives in places like Thailand empower local villages by allowing them to share their way of life with visitors, ensuring that the revenue generated benefits the community directly.

Across the globe, from the ancient pathways of the Camino de Santiago in Spain to the national parks of Kenya, sustainable tourism practices are not only preserving precious ecosystems and cultures but also providing richer, more authentic experiences for travellers.

Digital Detox Retreats

The ‘always connected’ lifestyle has spurred a new kind of vacation – digital detox retreats. These are travel experiences that encourage visitors to unplug from their digital devices, offering them a genuine break from the virtual world. Such retreats might be found in remote areas without Wi-Fi or even in dedicated resorts with no-screen policies.

Nestled in the serene landscapes of California’s Big Sur, Esalen Institute offers retreats that encourage visitors to unplug, connect with nature, and delve deep into holistic wellness practices. Over in the UK, the idyllic countryside serves as the backdrop for retreats where attendees surrender their devices upon arrival, replacing screen time with nature walks and meditation.

Meanwhile, the remote forests of Scandinavia have become sanctuaries for those seeking a respite from the digital world, with lodges emphasizing mindfulness practices and deep connections with the natural world. Tucked away in the lush foothills of the Himalayas, Vana Retreat in Dehradun provides the ideal setting for a digital detox experience. Vana is founded on the philosophy of holistic wellness which goes beyond just physical healt h, encompassing mental, emotional, and spiritual well-being. The retreat offers Ayurvedic treatments, Tibetan healing, and traditional yoga sessions in their 21-acre estate.

These retreats spread across different continents, share a common purpose: to provide harried souls a chance to disconnect from the digital realm and reconnect with themselves and the world around them.

Hyper-local Experiences

Today’s travellers seek genuine, immersive experiences. Rather than just sightseeing, they want to dive deep into local cultures, learn indigenous crafts, enjoy traditional music, and taste authentic cuisines. Many tour operators now collaborate directly with local communities to offer these enriching experiences, ensuring that travel revenues also benefit local economies.

In the winding alleys of Marrakech, Morocco, travellers can participate in traditional cooking classes with local families, using ingredients sourced from neighbourhood markets to prepare age-old recipes.

Over in Tuscany, Italy, agriturismo stays offer tourists a taste of rustic farm life, complete with vineyard tours, homemade wine tastings, and meals prepared with fresh produce from the garden. Meanwhile, in Kyoto, Japan, local artisans open their workshops to share the intricate processes behind crafts like Kiyomizu pottery or Nishijin weaving.

In the vast salt desert of the Kutch region in Gujarat in India lies the spectacle of the Rann Utsav. This cultural festival is a celebration of the region’s heritage, art, music and dances. Guests stay in traditional “Bhunga” huts, which are circular mud huts adorned with local crafts and enjoy folk performances under the moonlit sky, taste the authentic Kutchi cuisine, and immerse themselves in handicraft workshops led by local artisans. The highlight is undoubtedly the surreal white expanse of the salt desert, which glistens under the full moon, creating an awesome experience.

Such hyper-local experiences allow travellers to immerse themselves deeply into a destination’s culture and lifestyle, moving beyond typical sightseeing to form genuine connections with places and people.

Space Tourism

As futuristic as it sounds, 2023 has seen significant advancements in space tourism. Companies like Blue Origin and SpaceX have laid the groundwork, making suborbital flights more accessible to civilians. The allure of seeing Earth from space has made this an incredibly sought-after, albeit premium, travel experience.

Pioneers like SpaceX are making strides towards commercial spaceflights, with plans to ferry civilians on orbital jaunts around the Earth. Richard Branson’s Virgin Galactic, after years of anticipation, has already taken private passengers on suborbital voyages, offering them breathtaking views of Earth against the vastness of space.

Meanwhile, Blue Origin, founded by Jeff Bezos, has successfully launched missions giving travellers a few minutes of weightlessness in space before a parachute-assisted landing. Beyond just flights, visionary projects propose lunar resorts in the near future, where guests can experience the moon’s barren landscapes firsthand. As technology continues to advance and costs begin to decrease, the dream of space tourism is moving closer to becoming an attainable adventure for many.

Slow Travel

The rush of ticking off destinations from a bucket list is fading. In its place, ‘slow travel’ is emerging, where travellers spend more extended periods in one location, deeply exploring and understanding its essence. This approach is more sustainable and allows for a deeper connection to a destination.

Slow travel is a movement that urges travellers to slow down and immerse themselves deeply into their chosen destinations. In the picturesque countryside of France, many opt for canal boating, where days are spent meandering through gentle waterways, punctuated by leisurely stops at quaint villages.

In Spain, the Camino de Santiago offers a time-honoured pilgrimage route, where the journey itself, often undertaken on foot, becomes as significant as the destination. Italy’s Tuscany region, with its rolling hills and vineyards, invites travellers to stay in rustic villas, savouring local wines, and adopting the leisurely pace of rural life.

And on the Trans-Siberian Railway, the landscapes of Russia unfold gradually, allowing passengers the time to absorb and reflect upon the vast terrains and cultures they traverse.

In India, chugging along the picturesque slopes of the Eastern Himalayas, the Toy Train of the Darjeeling Himalayan Railway offers a unique slow travel experience. Established in the 1880s, this UNESCO World Heritage site takes travellers on a nostalgic journey through vistas of terraced tea gardens, dense forests, and majestic peaks. With frequent stops at quaint stations, the journey allows one to immerse in the region’s colonial charm, interact with locals, and appreciate the slower rhythms of mountain life.

In each of these instances, slow travel champions the idea of connection over mere consumption, prioritizing experiences over checklists.

Flexible Workcations

With remote work becoming the norm for many, combining work and vacations – termed ‘workcations’ – is on the rise. Travellers are booking longer stays in destinations with robust Wi-Fi and serene environments, blending the line between leisure and work.

Bali, with its idyllic beaches and co-working spaces, has become a haven for digital nomads seeking to balance work with surf sessions and yoga retreats. Over in the bustling streets of Chiang Mai, Thailand, professionals set up temporary bases in cafes, benefiting from the city’s rich culture and affordable living costs after office hours.

The Portuguese town of Ericeira, recognized as a World Surfing Reserve, sees a melding of business meetings and wave-catching, all in a day’s work. And in the mountainous backdrop of Medellín, Colombia, remote workers find inspiration amidst the city’s verdant landscapes, punctuating work hours with trips to local markets or nearby coffee plantations. These destinations exemplify the allure of workcations, enabling professionals to seamlessly blend productivity with exploration and leisure.

Health and Wellness Travel

The pandemic made everyone more health -conscious. This consciousness has translated into travel, with many tourists choosing destinations offering wellness retreats, spa treatments, meditation courses, and yoga sessions amidst nature.

This shift in consciousness has seamlessly woven itself into the fabric of travel. Destinations that offer wellness retreats have surged in popularity, catering to this burgeoning demand. These retreats often encapsulate a spectrum of health-focused offerings, from rejuvenating spa treatments that utilize ancient therapeutic traditions to meditation courses designed to soothe the modern mind.

Yoga sessions, a practice that harmonizes physical, mental, and spiritual well-being, are frequently held in serene natural settings, allowing participants to draw a profound sense of peace from their surroundings.

A wonderful example is Ananda, a haven of holistic wellness and spiritual rejuvenation centre in the foothills of the Himalayas. Melding ancient Indian healing practices with luxury, this retreat invites guests to embark on a transformative journey of mind, body, and spirit. Set within a Maharaja’s palace estate, Ananda seamlessly combines Ayurveda, yoga, and meditation, thus offering an oasis of tranquillity against the backdrop of lush forests and the sacred Ganges River.

Furthermore, these wellness journeys are often complemented by organic and nutritious culinary offerings, ensuring that travellers are nourished from the inside out. As the world moves forward, the intersection of travel with health and wellness promises to redefine the contours of tourism , crafting experiences that leave travellers enriched, revitalized, and deeply transformed.

Solo Female Travel

Empowered women around the world are breaking societal norms and venturing out alone. The travel industry has responded with female-only tours, women-friendly accommodations, and safety apps, catering to this growing segment.

Solo female travel has evolved from a niche trend into a powerful movement, reflecting a broader societal shift towards independence and empowerment for women across the globe. This surge in solo female exploration can be attributed to a combination of factors: increased safety measures in many destinations, more women-centric travel groups and resources, and a digital age that keeps everyone connected and informed.

Social media platforms, particularly, have played a pivotal role, offering a space for solo female travellers to share their experiences, insights, and advice. These shared stories not only inspire more women to embark on their own journeys but also cultivate a supportive community where safety tips, destination recommendations, and cultural nuances are exchanged.

Many countries around the world have recognized the growing trend of solo female travel and have made efforts to cater to and ensure the safety of such travellers. Among them are Japan, New Zealand, Canada, Nordic countries,

Beyond Reality: The New Wave of Virtual Explorations

Virtual explorers don state-of-the-art VR headsets, breaking free from the confines of their urban dwellings. The vast terrains of Machu Picchu for instance, materialize, enveloping them in its mystique. They traverse the ancient Incan trails virtually, sensing an authentic connection to the majesty of the bygone era.

An interactive digital guide suddenly manifests, narrating the lore of a prominent structure they observe. This AR integration enriches their virtual odyssey, melding discovery with knowledge. For many of these digital wanderers, the synthesis of history and exploration is spellbinding, allowing them to delve deeper into the stories behind iconic landmarks.

From the mountainous beauty of the Andes, they transition to the quaint streets of Kyoto. As they saunter alongside the virtual Kamo River, an elegant traditional ryokan beckons. Zooming in, they can navigate its interiors, appreciate the tranquillity of its gardens, and sense the ambience of the surrounding neighbourhood. This experience feels akin to an immersive digital brochure, hinting at possible destinations for their future real-world adventures.

Some might use it as a precursor, previewing locations before an actual visit. For others, it’s an eco-friendly alternative, satiating their wanderlust without leaving a carbon footprint.

While virtual travel can’t completely replace the tangible and sensory-rich experience of physical travel, it offers an alternative for those who are constrained by time, budget, health, or even global crises. Moreover, it’s a sustainable way to explore the world, reducing the environmental impact that often comes with traditional travel. As technology continues to advance, the line between physical and virtual travel might become even more blurred, offering hybrid experiences that cater to a variety of traveller needs.  

Going forward, Leisure travel trends highlight a shift towards more conscious, immersive, and personalized experiences. With sustainability at its heart and technology as its backbone, the future of travel promises to be exciting!

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Travelling and travelled landscapes: imaginations, politics and mobilities of tourism: introduction to the special issue

International Journal of Culture, Tourism and Hospitality Research

ISSN : 1750-6182

Article publication date: 13 August 2020

Issue publication date: 13 August 2020

Kaaristo, M. and Rhoden, S. (2020), "Travelling and travelled landscapes: imaginations, politics and mobilities of tourism: introduction to the special issue", International Journal of Culture, Tourism and Hospitality Research , Vol. 14 No. 3, pp. 301-305. https://doi.org/10.1108/IJCTHR-08-2020-234

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Travelling and travelled landscapes: imaginations, politics and mobilities of tourism

Introduction to the special issue.

“Landscape is the world as it is known to those who dwell therein, who inhabit its places and journey along the paths connecting them” ( Ingold, 2000 , p. 193). Landscapes are simultaneously representational and metaphorical as well as sensed and embodied and can be conceptualised as settings for various events ( Sen and Johung, 2016 ), performances ( Edensor, 2001 ) or practices ( Cresswell, 2003 ). Following Massey (2006 , p. 46), landscapes themselves can be understood as “events, as happenings, as moments that will be again dispersed”; they are constantly emerging products of multiple intertwining trajectories. Landscape is not a place, an inert backdrop for human activities, nor just a visual representation of/or “nature” ( Ingold, 2000 ; Hicks, 2016 ), but a “set of relationships between places in which meaning is grounded in existential consciousness, event, history and association” ( Tilley and Cameron-Daum, 2017 , p. 2) occurring via practice, embodiment and engagement with various materialites ( Macpherson, 2010 ).

We take our cue from Edensor (2017 , p. 599) who points out that “it seems profoundly evident that no single account of landscape can claim to be singularly truthful, since when we are in and with the landscape, the inevitable selectivity of our attention means that we can never attend to most things”. This is why we need to discuss both the landscapes of travelling and the travelling of landscapes, which this multi-disciplinary special issue sets out to do by bringing together scholarship from tourism (management) studies, human geography, socio-cultural anthropology and ethnology. We investigate the tourist landscapes that occur through both representational and non-representational ( Thrift, 2007 ; Prince, 2019 ) mobilities of people, vehicles and vessels, ideas and information ( Cresswell, 2006 ; Urry, 2007 ). By examining the ways in which tourism and leisure are experienced, practiced and performed, but also constitute various landscapes, we will take a closer look at mobile and embodied practices such as running and travelling on various transport modes such as ferries, cruise ships and coaches. We also discuss the ways culture and politics affect and influence the formation of touristic landscapes. Discussing the contexts of Japan, England, Portugal, Finland, Tanzania, Scotland and North America, Estonia and the USSR, Israel and Turkey, Hungary and Australia, the papers analyse how landscapes are imagined and experienced by tourists and show that it is via the interconnections of numerous narrations, identities, sensorialities and mobilities that the tourist landscapes come to being.

To be a tourist is “to look on landscapes with interest and curiosity (and to be provided with many other related services)” ( Urry, 1995 , p. 176), and landscapes are constructed via the tourist gaze through mixing perceived “reality” with various images and other representations ( Urry and Larsen, 2011 ; Woodside, 2015 ). In this way, the tourist landscape can be understood as a representation and a cultural image, which is perceived and consumed visually ( Cosgrove, 1998 ): “a cultural image, a pictorial way of representing, structuring or symbolising surroundings” ( Daniels and Cosgrove, 1988 , p. 1). Of course, vision is but one of the five senses and other sensescapes such as soundscapes, smellscapes, touchscapes and tastescapes, and their varied combinations are important when studying the tourist landscapes: “it is clear that all of the senses are involved in our appreciation of the world. We live in a multisensory world, an allscape” ( Porteous, 1990 , p. 196). A phenomenological take on the sensory and embodied does not look at the five senses as distinct biological conduits of experience, but instead understands the multi-sensory and embodied experience as “something that both surpasses and bears a relationship to the culturally constructed categories that people use to represent that experience culturally and socially” ( Fors et al. , 2013 , p. 175).

Landscapes can be considered major resources for tourism ( Liberato et al. , 2020 ), but they also have a significant influence over tourists, their activities and decision-making processes ( Doxiadis and Liveri, 2013 ). Engaging in various tourist practices – sightseeing, shopping, going on tours, visiting attractions and events, walking or running in the cities – is a way how tourists engage with their surroundings and therefore co-create the tourist landscape. However, no landscape can be just a tourist landscape because it would always feature a complex set of different actors: “locals and visitors, sojourners and residents, locals becoming visitors, sojourners becoming residents, residents ‘being tourists’, travellers denying being tourists” ( Cartier, 2005 , p. 18). The constantly changing travelling landscapes are constituted and co-created through these (consumption) practices and performances, as they obtain new meanings for both the guests and their hosts ( Oliver, 2001 , p. 273). Travelling is thus simultaneously functional and meaningful; it is cultural, social, political, embodied, narrated and imagined and the tourist landscapes – tourismscapes ( van der Duim, 2007 ) – become networks of urban, rural and wild vistas, human and non-human animals, tourist attractions, (built) environment and numerous other materialities.

Tourists travel in and through landscapes, and their trajectories are essential in producing the landscapes ( Massey, 2006 ). Tourism landscapes are localisable but not necessarily fixed either in time or in space, as they can be mobile and dispersed simultaneously in many locations, times and physical configurations. This is why we need to understand mobility, socially produced motion ( Sheller and Urry, 2006 ), which allows us to analyse the various social processes that take place between individuals and groups as well as to pay attention to the physical spaces where moving subjects encounter each other ( Kaaristo and Rhoden, 2017 ). Looking at tourism in the framework of mobilities theory helps us to see it as an integral element of our contemporary sociocultural lifeworlds. It is also important to also pay attention to the sensory elements of these mobilities as “tourism mobilities examine the embodied nature and experience of the different modes of travel that tourists undertake, seeing these modes in part as forms of material and sociable dwelling-in-motion, places of and for various activities” ( Hannam et al. , 2014 , p. 173).

“Opening onto new forms of spatially embodied relationalities, we find ourselves implicated within a system of moving objects, shifting locations, and multiple points of views – a landscape of mobility” ( Sen and Johung, 2016 , p. 3). Researching tourism landscapes from the mobilities perspective means studying various practices as lived experiences, where attention ought to be paid to the corporealities, materialities and technologies of travelling ( Büscher et al. , 2011 ). Mobilities research therefore includes paying attention to the various modes of transport that do not only take tourists to the destination and back and provide services within them, but they can also be destinations themselves. In this special issue, defining this form of travelling as transport tourism, Rhoden and Kaaristo (2020) analyse coach tours and cruises as mobile attractions and show how mobility influences and directs how the tourists gaze, experience and therefore co-create the mobile landscapes. McGrath et al. (2020) examine the hitherto under-researched river-crossing ferry mobilities focussing specifically on the importance of the materialities of the transport mode, which influence significantly how the tourists perceive and understand their surrounding landscapes and waterscapes. In addition to the transport modes, both mobilities and immobilities of the touring bodies also ought to be studied. The special interest landscapes of parkrun as discussed in the paper by McKendrick et al. (2020) or the landscapes of silence of the spiritual tourists studied by Mourtazina ( 2020 ) show us that the tourism landscapes are always co-created by the tourist with their individual set of interests and preferences.

Landcapes can be representations, depictions, images and imaginations of various places and as such “the first and most enduring medium of contact between tourist and prospective or consumed place of travel” ( Terkenli, 2011 , p. 229), linking the physical environment together with the ideas and values of what ought to be experienced and consumed. Therefore, the tourism landscapes are also created through discourses and narrations whereby a particular one is in the forefront, thus others are made obscure, and “places are represented in terms of what is referenced, reinforced or ignored from all the possible texts and knowledges available”, as the tourist landscape becomes a physical, materialised discourse ( Kruse, 2005 , p. 90). The landscape emerges and forms following the reference points provided by the intermediaries as the interests and motivations of tourists meet with those of the service providers. Quinteiro et al. ( 2020 ) discuss Coimbra in Portugal as a literary landscape, whereas Satama and Räikkönen ( 2020 ) show how the locals narrate Turku in Finland as a landscape of embodied homeliness. However, the tourist landscape is never “neutral” but depends on a multitude cultural and political understandings and can also change very quickly. In their paper, Shmuel and Cohen ( 2020 ) analyse how the imaginations of Turkey in Israeli media narratives transformed in a short space of 15 years from cosmopolitan, desired and culturally “authentic” destination into a landscape that is perceived as unsafe and unstable. The narratives also vary between different stakeholders and can sometimes clash. Loeng ( 2020 ) shows that Western tourists’ narrations about their encounters with street sellers in Tanzania perpetuate the negative stereotypes about some members of the local community, raising questions about who is considered a legitimate co-creator of a particular landscape and by whom. The imaginations and narrations have strong links with the notions of belonging, as the tourist landscapes can also be stages where national and group identity, nostalgia, politics and identity politics are played out and performed. The Soviet landscapes can become sites of simultaneous admiration and alienation, distancing and conformation for the tourists as shown by Rattus and Järs ( 2020 ). The questions of national identity and belonging are further complicated in case of diaspora tourism as is shown by Andits ( 2020 ) discussing Hungarian–Australians and Bowness ( 2020 ) analysing the descendants of Scottish migrants to north America travelling to the “ancestral homelands”. Furthermore, Tham ( 2020 ) discusses the questions about (ethnic) identity and belonging in his auto-ethnographic study on Asian solo male travelling mobilities in the Asian countries as a tool for self-discovery.

It is important to discuss all these different elements of tourism landscapes because, as Minca (2007 , p. 433) argues, “landscape is, after all, perhaps the only geographical metaphor able to refer to both an object and its description; to recall, at once, a tract of land and its image, its representation”. Therefore, this special issue explores tourism landscapes both as imagined and experienced, representational and non-representational. What the tourists gaze, glance or engage actively with in embodied ways, is made meaningful through the social construction of their cultural or economic values which makes them an integral part of the tourist experience. Indeed, as the papers in this special issue show, the travelling and travelled landscape is “both a material thing and a conceptual framing of the world” ( Vallerani, 2018 , p. 3).

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Acknowledgements

This special issue is partly based on the papers presented at the double session “Travelling landscapes: tourism and leisure mobilities” convened by the guest editors at the Royal Geographical Society with the Institute of British Geographers Annual International Conference 2018 in Cardiff, “Geographical landscapes/changing landscapes of geography”. We would like to thank all the presenters and the audience at the session for the inspiring discussions.

About the authors

Maarja Kaaristo is based at the Department of Marketing, Retail and Tourism, Manchester Metropolitan University, Manchester, UK.

Steven Rhoden is based at the Department of Marketing, Retail and Tourism, Manchester Metropolitan University, Manchester, UK.

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What is the future of travel?

All aboard! After the pandemic upended life and leisure as we know it, travel is roaring back. The industry is set to make a full recovery by the end of 2024, after losing 75 percent of its value in 2020. Much of this has been so-called “revenge travel,” or people embarking on international or bucket list trips that were delayed by the pandemic. But domestic travel is recovering quickly too and is set to represent 70 percent of travel spending by 2030.

Get to know and directly engage with senior McKinsey experts on travel and tourism

Margaux Constantin is a partner in McKinsey’s Dubai office, Matteo Pacca is a senior partner in the Paris office, and Vik Krishnan is a senior partner in the Bay Area office.

We’ve done a deep dive into the latest travel trends and how industry players can adjust accordingly in The state of travel and hospitality 2024 report. Check out the highlights below, as well as McKinsey’s insights on AI in travel, mass tourism, and much more.

Learn more about McKinsey’s Travel, Logistics, and Infrastructure Practice .

Who are today’s travelers, and what do they want?

In February and March 2024, McKinsey surveyed  more than 5,000 people in China, Germany, the United Arab Emirates (UAE), the United Kingdom, and the United States who had taken at least one leisure trip in the past two years. Here are six highlights from the results of that survey:

• Travel is a top priority, especially for younger generations. Sixty-six percent of travelers we surveyed said they are more interested in travel now than before the COVID-19 pandemic. And millennials and Gen Zers  are traveling more and spending a higher share of their income on travel than their older counterparts.
• Younger travelers are keen to travel abroad. Gen Zers and millennials who responded to our survey are planning nearly an equal number of international and domestic trips in 2024. Older generations are planning to take twice as many domestic trips.
• Baby boomers are willing to spend if they see value. Baby boomers still account for 20 percent of overall travel spending. They are willing to spend on comforts such as nonstop flights. On the other hand, they are more willing to forego experiences to save money while traveling, unlike Gen Zers who will cut all other expense categories before they trim experiences.
• Travel is a collective story, with destinations as the backdrop. Travelers both want to hear other travelers’ stories and share their own. Ninety-two percent of younger travelers were inspired by social media in some shape or form for their last trip.
• What travelers want depends on where they’re from. Sixty-nine percent of Chinese respondents said they plan to visit a famous sight on their next trip, versus the 20 percent of European and North American travelers who said the same. Respondents living in the UAE also favor iconic destinations, as well as shopping and outdoor activities.

Learn more about McKinsey’s  Travel, Logistics, and Infrastructure Practice .

What are the top three travel industry trends today?

Travel is back, but traveler flows are shifting. McKinsey has isolated three major themes for industry stakeholders to consider as they look ahead.

• The bulk of travel spending is close to home. Seventy-five percent of travel spend is domestic. The United States is currently the world’s largest domestic travel market, but China is set to overtake it in the coming years. Stakeholders should make sure they capture the full potential of domestic travelers before turning their attention abroad.
• New markets such as India, Southeast Asia, and Eastern Europe are growing sources of outbound tourism. Indians’ travel spending is expected to grow 9 percent per year between now and 2030; annual growth projections for Southeast Asians and Eastern Europeans are both around 7 percent.
• Unexpected destinations are finding new ways to lure travelers and establish themselves alongside enduring favorites. Rwanda, for example, has capitalized on sustainable tourism by limiting gorilla trekking permits and directing revenue toward conservation.

Looking for direct answers to other complex questions?

For a more in-depth look at these trends, check out McKinsey’s State of travel and hospitality 2024   report .

How will AI change how people travel?

In the 1950s, the introduction of the jet engine dramatically reduced travel times, changing the way people traveled forever. Now AI is upending the industry  in a similarly fundamental way. Industry players down to individual travelers are using advances in generative AI (gen AI) , machine learning , and deep learning  to reimagine what it means to plan, book, and experience travel. “It’s quite clear,” says McKinsey partner Vik Krishnan , “that gen AI significantly eases  the process of travel discovery.”

For travel companies, the task now is to rethink how they interact with customers, develop products and services, and manage operations in the age of AI. According to estimates by McKinsey Digital, companies that holistically address digital and analytics opportunities have the potential to see an earnings improvement of up to 25 percent .

McKinsey and Skift Research interviewed executives from 17 companies across five types of travel business. Here are three key findings on how travel companies can reckon with emerging technologies, drawn from the resulting report The promise of travel in the age of AI :

• Segmentation. Companies can use AI to create hyperspecific customer segments to guide how they interact with and serve customers. Segmentation can be based on a single macro characteristic (such as business versus leisure), or it can be so specific as to relate to just one customer.
• Surprise and delight. In the travel context, gen AI could take the form of digital assistants that interact with customers throughout their journeys, providing personalized trip itineraries and tailored recommendations and helping to resolve unexpected disruptions.
• Equipping workers better. AI tools can free up frontline workers’ time, allowing them to focus more on personal customer interactions. These tools can also shorten the training time for new hires and quickly upskill  the existing workforce.

AI is important, yes. But, according to Ella Alkalay Schreiber, general manager (GM) of fintech at Hopper, “The actual challenge is to understand the data, ask the right questions, read prediction versus actual, and do this in a timely manner. The actual challenge is the human thinking, the common sense .”

How is mass tourism changing travel?

More people are traveling than ever before. The most visited destinations are experiencing more concentrated flows of tourists ; 80 percent of travelers visit just 10 percent of the world’s tourist destinations. Mass tourism can encumber infrastructure, frustrate locals, and even harm the attractions that visitors came to see in the first place.

Tourism stakeholders can collectively look for better ways to handle visitor flows before they become overwhelming. Destinations should remain alert to early warning signs about high tourism concentration and work to maximize the benefits of tourism, while minimizing its negative impacts.

Destinations should remain alert to early warning signs about high tourism concentration and work to maximize the benefits of tourism, while minimizing its negative impacts.

For one thing, destinations should understand their carrying capacity of tourists—that means the specific number of visitors a destination can accommodate before harm is caused to its physical, economic, or sociocultural environment. Shutting down tourism once the carrying capacity is reached isn’t always possible—or advisable. Rather, destinations should focus on increasing carrying capacity to enable more growth.

Next, destinations should assess their readiness to handle mass tourism and choose funding sources and mechanisms that can address its impacts. Implementing permitting systems for individual attractions can help manage capacity and mitigate harm. Proceeds from tourism can be reinvested into local communities to ensure that residents are not solely responsible for repairing the wear and tear caused by visitors.

After risks and funding sources have been identified, destinations can prepare for growing tourist volumes in the following ways:

• Build and equip a tourism-ready workforce to deliver positive tourism experiences.
• Use data (gathered from governments, businesses, social media platforms, and other sources) to manage visitor flows.
• Be deliberate about which tourist segments to attract (business travelers, sports fans, party groups, et cetera), and tailor offerings and communications accordingly.
• Distribute visitor footfall across different areas, nudging tourists to visit less-trafficked locations, and during different times, promoting off-season travel.
• Be prepared for sudden, unexpected fluctuations triggered by viral social media and cultural trends.
• Preserve cultural and natural heritage. Engage locals, especially indigenous people, to find the balance between preservation and tourism.

How can the travel sector accelerate the net-zero transition?

Global warming is getting worse, and the travel sector contributes up to 11 percent of total carbon emissions. Many consumers are aware that travel is part of the problem, but they’re reticent to give up their trips: travel activity is expected to soar by 85 percent  from 2016 to 2030. Instead, they’re increasing pressure on companies in the travel sector to achieve net zero . It’s a tall order: the range of decarbonization technologies in the market is limited, and what’s available is expensive.

But decarbonization doesn’t have to be a loss-leading proposition. Here are four steps  travel companies can take toward decarbonization that can potentially create value:

• Identify and sequence decarbonization initiatives. Awareness of decarbonization levers is one thing; implementation is quite another. One useful tool to help develop an implementation plan is the marginal abatement cost curve pathway framework, which provides a cost-benefit analysis of individual decarbonization levers and phasing plans.
• Partner to accelerate decarbonization of business travel. Many organizations will reduce their business travel, which accounts for 30 percent of all travel spend. This represents an opportunity for travel companies to partner with corporate clients on decarbonization. Travel companies can support their partners in achieving their decarbonization goals by nudging corporate users to make more sustainable choices, while making reservations and providing data to help partners track their emissions.
• Close the ‘say–do’ gap among leisure travelers. One McKinsey survey indicates that 40 percent of travelers globally say they are willing to pay at least 2 percent more for carbon-neutral flights. But Skift’s latest consumer survey reveals that only 14 percent  of travelers said they actually paid more for sustainable travel options. Travel companies can help close this gap by making sustainable options more visible during booking and using behavioral science to encourage travelers to make sustainable purchases.
• Build new sustainable travel options for the future. The travel sector can proactively pioneer sustainable new products and services. Green business building will require companies to create special initiatives, led by teams empowered to experiment without the pressure of being immediately profitable.

What’s the future of air travel?

Air travel is becoming more seasonal, as leisure travel’s increasing share of the market creates more pronounced summer peaks. Airlines have responded by shifting their schedules to operate more routes at greater frequency during peak periods. But airlines have run into turbulence when adjusting to the new reality. Meeting summer demand means buying more aircraft and hiring more crew; come winter, these resources go unutilized, which lowers productivity . But when airlines don’t run more flights in the summer, they leave a lot of money on the table.

How can airlines respond to seasonality? Here are three approaches :

• Mitigate winter weakness by employing conventional pricing and revenue management techniques, as well as creative pricing approaches (including, for example, monitoring and quickly seizing on sudden travel demand spikes, such as those created by a period of unexpectedly sunny weather).
• Adapt to seasonality by moving crew training sessions to off-peak periods, encouraging employee holiday taking during trough months, and offering workers seasonal contracts. Airlines can also explore outsourcing of crew, aircraft, maintenance, and even insurance.
• Leverage summer strengths, ensuring that commercial contracts reflect summer’s higher margins.

How is the luxury travel space evolving?

Quickly. Luxury travelers are not who you might expect: many are under the age of 60 and not necessarily from Europe or the United States. Perhaps even more surprisingly, they are not all millionaires: 35 percent of luxury-travel spending is by travelers with net worths between $100,000 and $1 million. Members of this group are known as aspirational luxury travelers, and they have their own set of preferences. They might be willing to spend big on one aspect of their trip—a special meal or a single flight upgrade—but not on every travel component. They prefer visibly branded luxury and pay close attention to loyalty program points and benefits .

The luxury-hospitality space is projected to grow faster than any other segment, at 6 percent per year  through 2025. And competition for luxury hotels is intensifying too: customers now have the option of renting luxurious villas with staff, or booking nonluxury hotels with luxury accoutrements such as rainfall showerheads and mattress toppers.

Another critical evolution is that the modern consumer, in the luxury space and elsewhere, values experiences over tangible things (exhibit).

Luxury properties may see more return from investing in a culture of excellence—powered by staff who anticipate customer needs, exceed expectations, create cherished memories, and make it all feel seamless—than in marble floors and gold-plated bath fixtures. Here are a few ways luxury properties can foster a culture of excellence :

• Leaders should assume the role of chief culture officer. GMs of luxury properties should lead by example to help nurture a healthy and happy staff culture and listen and respond to staff concerns.
• Hire for personalities, not resumes. “You can teach someone how to set a table,” said one GM we interviewed, “but you can’t teach a positive disposition.”
• Celebrate and reward employees. Best-in-class service is about treating customers with generosity and care. Leaders in the service sector can model this behavior by treating employees similarly.
• Create a truly distinctive customer experience . McKinsey research has shown that the top factor influencing customer loyalty in the lodging sector is “an experience worth paying more for”—not the product. Train staff to focus on tiny details as well as major needs to deliver true personalization.

What’s the latest in travel loyalty programs?

Loyalty programs are big business . They’ve evolved past being simply ways to boost sales or strengthen customer relationships; now, for many travel companies, they are profit centers in their own right. One major development was that travel companies realized they could sell loyalty points in bulk to corporate partners, who in turn offered the points to their customers as rewards. In 2019, United’s MileagePlus loyalty program sold $3.8 billion worth of miles to third parties, which accounted for 12 percent of the airline’s total revenue for that year. In 2022, American Airlines’ loyalty program brought in $3.1 billion in revenue, and Marriott’s brought in $2.7 billion.

But as this transition has happened, travel players have shifted focus away from the original purpose of these programs. Travel companies are seeing these loyalty programs primarily as revenue generators, rather than ways to improve customer experiences . As a result, loyalty program members have become increasingly disloyal. Recent loyalty surveys conducted by McKinsey revealed a steep decline in the likelihood that a customer would recommend airline, hotel, and cruise line loyalty programs to a friend. The same surveys also found that airline loyalty programs are driving fewer customer behavior changes than they used to.

So how can travel brands win customers’ loyalty back? Here are three steps to consider:

• Put experience at the core of loyalty programs. According to our 2023 McKinsey Travel Loyalty Survey , American respondents said they feel more loyal to Amazon than to the top six travel players combined, despite the absence of any traditional loyalty program. One of the reasons for Amazon’s success may be the frictionless experience it provides customers. Companies should strive to design loyalty programs around experiential benefits that make travelers feel special and seamlessly integrate customer experiences between desktop, mobile, and physical locations.
• Use data to offer personalization  to members. Travel brands have had access to customer data for a long time. But many have yet to deploy it for maximum value. Companies can use personalization to tailor both experiences and offers for loyalty members; our research has shown that 78 percent  of consumers are more likely to make a repeat purchase when offered a personalized experience.
• Rethink partnerships. Traditionally, travel companies have partnered with banks to offer cobranded credit cards. But many credit card brands now offer their own, self-branded travel rewards ecosystems. These types of partnerships may have diminishing returns in the future. When rethinking partnerships, travel brands should seek to build richer connections with customers, while boosting engagement. Uber’s partnership with Marriott, for example, gives users the option to link the brands’ loyalty programs, tapping into two large customer bases and providing more convenient travel experiences.

In a changing travel ecosystem, travel brands will need to ask themselves some hard questions if they want to earn back their customers’ loyalty.

Learn more about McKinsey’s Travel, Logistics, and Infrastructure Practice . And check out travel-related job opportunities if you’re interested in working at McKinsey.

Articles referenced include:

• “ Updating perceptions about today’s luxury traveler ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ The way we travel now ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ Destination readiness: Preparing for the tourist flows of tomorrow ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ How the world’s best hotels deliver exceptional customer experience ,” March 18, 2024, Ryan Mann , Ellen Scully, Matthew Straus, and Jillian Tellez Holub
• “ How airlines can handle busier summers—and comparatively quiet winters ,” January 8, 2024, Jaap Bouwer, Ludwig Hausmann , Nina Lind , Christophe Verstreken, and Stavros Xanthopoulos
• “ Travel invented loyalty as we know it. Now it’s time for reinvention. ,” November 15, 2023, Lidiya Chapple, Clay Cowan, Ellen Scully, and Jillian Tellez Holub
• “ What AI means for travel—now and in the future ,” November 2, 2023, Alex Cosmas  and Vik Krishnan
• “ The promise of travel in the age of AI ,” September 27, 2023, Susann Almasi, Alex Cosmas , Sam Cowan, and Ben Ellencweig
• “ The future of tourism: Bridging the labor gap enhancing customer experience ,” August 1, 2023, Urs Binggeli, Zi Chen, Steffen Köpke, and Jackey Yu
• “ Hotels in the 2030s: Perspectives from Accor’s C-suite ,” July 27, 2023, Aurélia Bettati
• “ Tourism in the metaverse: Can travel go virtual? ,” May 4, 2023, Margaux Constantin , Giuseppe Genovese, Kashiff Munawar, and Rebecca Stone
• “ Three innovations to solve hotel staffing shortages ,” April 3, 2023, Ryan Mann , Esteban Ramirez, and Matthew Straus
• “ Accelerating the transition to net-zero travel ,” September 20, 2022, Danielle Bozarth , Olivier Cheret, Vik Krishnan , Mackenzie Murphy, and Jules Seeley
• “ The six secrets of profitable airlines ,” June 28, 2022, Jaap Bouwer, Alex Dichter , Vik Krishnan , and Steve Saxon
• “ How to ‘ACE’ hospitality recruitment ,” June 23, 2022, Margaux Constantin , Steffen Köpke, and Joost Krämer
• “ Opportunities for industry leaders as new travelers take to the skies ,” April 5, 2022, Mishal Ahmad, Frederik Franz, Tomas Nauclér, and Daniel Riefer
• “ Rebooting customer experience to bring back the magic of travel ,” September 21, 2021, Vik Krishnan , Kevin Neher, Maurice Obeid , Ellen Scully, and Jules Seeley

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Table Of Contents

Rise of experiential travel, rising prevalence of new technologies, the growing concept of bleisure travel, the shift in destination preferences, sustainability and eco-conscious travel, bypassing the barriers.

Roshan Deshmukh

Koyel Ghosh

Transformations in the landscape of leisure travel: strategies for businesses to flourish.

Leisure travel, which includes travel for fun, leisure, and discovery, is an important part of global tourism. It covers a broad range of activities, including wellness retreats, adventure travel, city tours, beach holidays, and cultural experiences. Over time, the demand for leisure travel has grown significantly due to rising disposable incomes, greater access to travel information, and improvements in transportation. By the end of 2024, the leisure travel sector is expected to be shaped by evolving consumer preferences, advancements in technology, and shifts in the global economy.

In the leisure travel industry, there's a growing trend toward experiential travel, showcasing a shift in consumer preferences toward more meaningful and immersive experiences. Experiential travel emphasizes cultural immersion and personal enrichment, as opposed to standard vacations that are mostly centered on sightseeing. Travelers aim to establish genuine connections, participate in unusual activities, and interact deeply with local communities.

For instance, the "Experiences" platform on Airbnb, which offers a huge selection of locally hosted events, has completely changed the way tourists interact with places. Today, visitors can take part in community-based projects that support sustainable tourism, engage in guided hiking adventures with native guides, or take cooking lessons with local chefs. This trend helps local economies and cultural heritage preservation in addition to making travel experiences more memorable by creating unforgettable experiences. The increasing focus on authenticity and personal growth among travelers suggests that this style of travel will likely get more prominence in the future.

Technology has had a significant impact on the landscape of leisure travel industry, transforming the way people book, plan, and enjoy their trips. The application of machine learning and artificial intelligence to improve the personalization of travel experiences is one significant technological development. Travelers can now receive instant assistance, personalized recommendations, and simplified booking processes from AI-powered chatbots and virtual assistants, such as those developed by Expedia and Kayak. Furthermore, machine learning algorithms use enormous volumes of data analysis to forecast traveler preferences, enabling customized travel recommendations and optimal itineraries. For example, the use of AI by Airbnb to match guests with distinctive accommodations based on previous behavior and preferences has greatly improved customer satisfaction.

Another way that technology is changing leisure travel is through virtual reality and augmented reality. Using VR technology, prospective visitors take realistic previews of hotels and locations by taking virtual tours of them. In order to allow guests to preview locations and hotel amenities before making a reservation, companies such as Marriott have included virtual reality experiences in their lobby areas. Through the overlay of digital information on the physical world, augmented reality applications also improve the travel experience by facilitating easy navigation of unfamiliar locations for travelers. Travelers may explore new places more thoroughly with the help of AR-enabled applications, which can offer real-time instructions or historical information. These technological advancements make traveling easier and more enjoyable, as well as streamlining the travel process and personalizing the experience.

In the leisure travel industry, the idea of "bleisure travel," or travel where work and pleasure meet, has become increasingly popular. This pattern shows how professionals are starting to view work-life balance differently, using business travel as an opportunity to travel and engage in leisure activities. Companies are recognizing that leisure travel can enhance productivity and improve employee satisfaction. A business executive attending a conference in Barcelona, for example, might decide to stay longer to take advantage of the city's rich cultural legacy, its strong food culture, or its gorgeous beaches. Similarly, computer workers in town for a business meeting in San Francisco might decide to extend their stay a few days to enjoy the natural beauty of Napa Valley or Yosemite National Park.

Both domestic and international business visits are included in leisure travel. Bleisure travel accounts for 51% of business travel inside the country and 52% of travel outside. When considering incorporating leisure time into work travel, business travelers also consider the location. The top attractions that encourage business travelers to extend their stay are listed in the table below.

Leisure travelers' preferences for destinations have changed significantly in the last few years, primarily due to the growing desire for genuine and distinctive experiences. Many tourists are moving away from the typical tourist destinations and toward more off-the-beaten-path places that provide a closer connection to the local cultures and scenic beauty. The trend is driven by the urge to avoid the heavy traffic often seen at popular sites and an increasing awareness of sustainability. For instance, the pristine landscapes and dedication to environmentally friendly tourism practices of places like Iceland and New Zealand have contributed to their recent rise in popularity. Similarly, lesser-known cultural heritage sites in nations such as Uzbekistan and Georgia are attracting tourists who want to experience rich histories and traditions away from the regular crowd.

The leisure travel industry is increasingly focusing on sustainability and eco-conscious practices as travelers are becoming more aware of the environmental impact of their journeys. In March 2019, the term "sustainable travel" had 841 monthly searches, which grew by 26% to 1,061 searches by March 2024. However, in April 2023, searches spiked to 1,856. Additionally, 29% of passengers reported that they would actively seek out sustainability information before making a reservation, while 25% had noticed sustainable hotel options when browsing online travel sites. In 2022, 71% of travelers said they would prioritize sustainable travel, but this figure has since decreased to 80%. News and social media are the primary sources of sustainability information for 43% of respondents who are aware of these practices.

Travelers who want to reduce their carbon impact and support conservation efforts are driving this trend. Choosing eco-friendly lodging and taking part in events that encourage environmental care are examples of sustainable travel practices. Many hotels and resorts now follow eco-friendly policies like reducing back on single-use plastics, using renewable energy and conserving water. One chain that places a strong emphasis on sustainability is Six Senses Hotels Resorts Spas, which integrates waste-to-wealth efforts, organic gardens, and community development projects into its operations.

In addition, more tourists are taking part in carbon offset schemes to make up for the emissions produced by their flights. Passengers flying with airlines like KLM and Delta have the option to invest in reforestation or renewable energy projects to make up for their carbon footprints. Additionally, by focusing on conservation and eco-friendly activities, travel destinations like Bhutan and Costa Rica have positioned themselves as leaders in sustainable tourism. Bhutan's "high-value, low-impact" tourist policy attempts to safeguard its natural and cultural heritage, while Costa Rica, renowned for its abundant biodiversity, has established substantial protected areas and eco-tourism projects. These examples show how sustainability is becoming more significant in the leisure travel industry, bringing about positive change and motivating tourists to make conscious decisions.

However, the industry has encountered certain obstacles too, especially in recent years. But innovative thoughts and adaptable approaches have allowed it to prosper. Geopolitical instability has been one of the major obstacles, which can discourage tourists from visiting particular areas. For instance, instability in the Middle East has frequently resulted in erratic travel advisories, which affects travel. Travel agencies, thus, have shifted their emphasis to providing safer, nearby alternatives to get around this barrier and keep travelers engaged without sacrificing their safety.

Popular tourist destinations such as Venice and Barcelona face the challenges of over-tourism, as the high volume of visitors places significant pressure on local infrastructure and natural resources. In order to combat this, several towns have imposed visitor caps and encouraged travel during off-peak times, which helps to more evenly distribute tourist traffic throughout the year. Furthermore, the development of alternative destinations aids in reducing the strain on crowded areas. Travelers are encouraged to explore beyond the usual tourist spots by promoting lesser-known regions in Spain and Italy.

International travel operations face certain difficulties due to regulatory and legal challenges, such as differing data privacy regulations across countries. Companies are now required to revise their data handling procedures to comply with the European Union's General Data Protection Regulation (GDPR). In response, travel agencies have invested in strong data security measures and established clear privacy guidelines, which have both earned consumer trust and ensured regulatory compliance.

Here, it’s worth mentioning that the COVID-19 pandemic has notably transformed travel patterns due to heightened health and safety concerns. The industry’s swift adaptation to these challenges highlights its resilience. Enhanced sanitary measures, flexible booking options, and pandemic-inclusive travel insurance have helped restore traveler confidence. For example, hotels and airlines have implemented rigorous cleaning protocols and contactless services to prioritize health and safety while ensuring a seamless travel experience.

Technological advancements, shifting customer preferences, and economic factors are all contributing to the rapid shifts in the leisure travel market. Modern travel advancements such as AI travel assistants and virtual reality previews have made travelers prefer unique, immersive experiences over standard tours. Also, there is a rising need for customized itineraries that cater to individual interests and environmentally friendly travel options. The practice of combining work and leisure, or "workations," has become popular due to remote work. Growing limitations, poor infrastructure, excessive tourism, unstable geopolitical conditions, and inadequate infrastructure are all barriers to market growth. Thus, if innovation, sustainability, and personalization are given constant attention, the industry's future seems promising despite these challenges.

Allied Market Research offers thorough market analysis and in-depth insights that assist key players in the leisure travel sector in capitalizing on new trends and successfully navigating obstacles. AMR provides organizations with the necessary data to develop new and customized travel experiences, through comprehensive reports on customer preferences, technological advancements, and sustainability initiatives. Furthermore, AMR's review of infrastructure, geopolitical, and regulatory factors helps businesses create strong plans to reduce risks and streamline processes. To stay ahead in the ever-changing leisure travel industry, it's important to explore new opportunities and ensure ongoing growth. Get in touch with our experts today to discover how we can help you achieve these goals.

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"People want to travel": 4 sector leaders say that tourism will change and grow

The global travel and tourism industry's post-pandemic recovery is gaining pace as the world’s pent-up desire for travel rekindles. Image:  Unsplash/Anete Lūsiņa

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Shinya katanozaka, gilda perez-alvarado, stephen kaufer.

Listen to the article

• In 2020 alone, the travel and tourism industry lost $4.5 trillion in GDP and 62 million jobs - the road to recovery remains long.
• The World Economic Forum’s latest Travel & Tourism Development Index gives expert insights on how the sector will recover and grow.
• We asked four business leaders in the sector to reflect on the state of its recovery, lessons learned from the pandemic, and the conditions that are critical for the future success of travel and tourism businesses and destinations.

The global travel and tourism sector’s post-pandemic recovery is gaining pace as the world’s pent-up desire for travel rekindles. The difference in international tourist arrivals in January 2021 and a similar period in January 2022 was as much as the growth in all of 2021. However, with $4.5 trillion in GDP and 62 million jobs lost in 2020 alone, the road to recovery remains long.

A few factors will greatly determine how the sector performs. These include travel restrictions, vaccination rates and health security, changing market dynamics and consumer preferences, and the ability of businesses and destinations to adapt. At the same time, the sector will need to prepare for future shocks.

The TTDI benchmarks and measures “the set of factors and policies that enable the sustainable and resilient development of the T&T sector, which in turn contributes to the development of a country”. The TTDI is a direct evolution of the long-running Travel and Tourism Competitiveness Index (TTCI), with the change reflecting the index’s increased coverage of T&T development concepts, including sustainability and resilience impact on T&T growth and is designed to highlight the sector’s role in broader economic and social development as well as the need for T&T stakeholder collaboration to mitigate the impact of the pandemic, bolster the recovery and deal with future challenges and risks. Some of the most notable framework and methodology differences between the TTCI and TTDI include the additions of new pillars, including Non-Leisure Resources, Socioeconomic Resilience and Conditions, and T&T Demand Pressure and Impact. Please see the Technical notes and methodology. section to learn more about the index and the differences between the TTCI and TTDI.

The World Economic Forum's latest Travel & Tourism Development Index highlights many of these aspects, including the opportunity and need to rebuild the travel and tourism sector for the better by making it more inclusive, sustainable, and resilient. This will unleash its potential to drive future economic and social progress.

Within this context, we asked four business leaders in the sector to reflect on the state of its recovery, lessons learned from the pandemic, and the conditions that are critical for the future success of travel and tourism businesses and destinations.

Have you read?

Are you a 'bleisure' traveller, what is a ‘vaccine passport’ and will you need one the next time you travel, a travel boom is looming. but is the industry ready, how to follow davos 2022, “the way we live and work has changed because of the pandemic and the way we travel has changed as well”.

Tony Capuano, CEO, Marriott International

Despite the challenges created by the COVID-19 pandemic, the future looks bright for travel and tourism. Across the globe, people are already getting back on the road. Demand for travel is incredibly resilient and as vaccination rates have risen and restrictions eased, travel has rebounded quickly, often led by leisure.

The way many of us live and work has changed because of the pandemic and the way we travel has changed as well. New categories of travel have emerged. The rise of “bleisure” travel is one example – combining elements of business and leisure travel into a single trip. Newly flexible work arrangements, including the opportunity for many knowledge workers to work remotely, have created opportunities for extended travel, not limited by a Monday to Friday “9 to 5” workweek in the office.

To capitalize on this renewed and growing demand for new travel experiences, industry must join governments and policymakers to ensure that the right conditions are in place to welcome travellers as they prepare to get back on the road again, particularly those who cross international borders. Thus far, much of the recovery has been led by domestic and leisure travel. The incremental recovery of business and international travel, however, will be significant for the broader industry and the millions who make their livelihoods through travel and tourism.

Looking ahead to future challenges to the sector, be they public health conditions, international crises, or climate impacts, global coordination will be the essential component in tackling difficult circumstances head-on. International agreement on common – or at least compatible – standards and decision-making frameworks around global travel is key. Leveraging existing organizations and processes to achieve consensus as challenges emerge will help reduce risk and improve collaboration while keeping borders open.

“The travel and tourism sector will not be able to survive unless it adapts to the virtual market and sustainability conscience travellers”

Shinya Katanozaka, Representative Director, Chairman, ANA Holdings Inc.

At a time when people’s movements are still being restricted by the pandemic, there is a strong, renewed sense that people want to travel and that they want to go places for business and leisure.

In that respect, the biggest change has been in the very concept of “travel.”

A prime example is the rapid expansion of the market for “virtual travel.” This trend has been accelerated not only by advances in digital technologies, but also by the protracted pandemic. The travel and tourism sector will not be able to survive unless it adapts to this new market.

However, this is not as simple as a shift from “real” to “virtual.” Virtual experiences will flow back into a rediscovery of the value of real experiences. And beyond that, to a hunger for real experiences with clearer and more diverse purposes. The hope is that this meeting of virtual and actual will bring balance and synergy the industry.

The pandemic has also seen the emergence of the “sustainability-conscious” traveller, which means that the aviation industry and others are now facing the challenge of adding decarbonization to their value proposition. This trend will force a re-examination of what travel itself should look like and how sustainable practices can be incorporated and communicated. Addressing this challenge will also require stronger collaboration across the entire industry. We believe that this will play an important role in the industry’s revitalization as it recovers from the pandemic.

How is the World Economic Forum promoting sustainable and inclusive mobility systems?

The World Economic Forum’s Platform for Shaping the Future of Mobility works across four industries: aerospace and drones; automotive and new mobility; aviation travel and tourism; and supply chain and transport. It aims to ensure that the future of mobility is safe, clean, and inclusive.

• Through the Clean Skies for Tomorrow Coalition , more than 100 companies are working together to power global aviation with 10% sustainable aviation fuel by 2030.
• In collaboration with UNICEF, the Forum developed a charter with leading shipping, airlines and logistics to support COVAX in delivering more than 1 billion COVID-19 vaccines to vulnerable communities worldwide.
• The Road Freight Zero Project and P4G-Getting to Zero Coalition have led to outcomes demonstrating the rationale, costs and opportunities for accelerating the transition to zero emission freight.
• The Medicine from the Sky initiative is using drones to deliver vaccines and medicine to remote areas in India, completing over 300 successful trials.
• The Forum’s Target True Zero initiative is working to accelerate the deployment and scaling of zero emission aviation, leveraging electric and hydrogen flight technologies.
• In collaboration with the City of Los Angeles, Federal Aviation Administration, and NASA, the Forum developed the Principles of the Urban Sky to help adopt Urban Air Mobility in cities worldwide.
• The Forum led the development of the Space Sustainability Rating to incentivize and promote a more safe and sustainable approach to space mission management and debris mitigation in orbit.
• The Circular Cars Initiative is informing the automotive circularity policy agenda, following the endorsement from European Commission and Zero Emission Vehicle Transition Council countries, and is now invited to support China’s policy roadmap.
• The Moving India network is working with policymakers to advance electric vehicle manufacturing policies, ignite adoption of zero emission road freight vehicles, and finance the transition.
• The Urban Mobility Scorecards initiative – led by the Forum’s Global New Mobility Coalition – is bringing together mobility operators and cities to benchmark the transition to sustainable urban mobility systems.

Contact us for more information on how to get involved.

“The tourism industry must advocate for better protection of small businesses”

Gilda Perez-Alvarado, Global CEO, JLL Hotels & Hospitality

In the next few years, I think sustainability practices will become more prevalent as travellers become both more aware and interested in what countries, destinations and regions are doing in the sustainability space. Both core environmental pieces, such as water and air, and a general approach to sustainability are going to be important.

Additionally, I think conservation becomes more important in terms of how destinations and countries explain what they are doing, as the importance of climate change and natural resources are going to be critical and become top of mind for travellers.

The second part to this is we may see more interest in outdoor events going forward because it creates that sort of natural social distancing, if you will, or that natural safety piece. Doing outdoor activities such as outdoor dining, hiking and festivals may be a more appealing alternative to overcrowded events and spaces.

A lot of lessons were learned over the last few years, but one of the biggest ones was the importance of small business. As an industry, we must protect small business better. We need to have programmes outlined that successfully help small businesses get through challenging times.

Unfortunately, during the pandemic, many small businesses shut down and may never return. Small businesses are important to the travel and tourism sector because they bring uniqueness to destinations. People don’t travel to visit the same places they could visit at home; they prefer unique experiences that are only offered by specific businesses. If you were to remove all the small businesses from a destination, it would be a very different experience.

“Data shows that the majority of travellers want to explore destinations in a more immersive and experiential way”

Steve Kaufer, Co-Founder & CEO, Tripadvisor

We’re on the verge of a travel renaissance. The pandemic might have interrupted the global travel experience, but people are slowly coming out of the bubble. Businesses need to acknowledge the continued desire to feel safe when travelling. A Tripadvisor survey revealed that three-quarters (76%) of travellers will still make destination choices based on low COVID-19 infection rates.

As such, efforts to showcase how businesses care for travellers - be it by deep cleaning their properties or making items like hand sanitizer readily available - need to be ingrained within tourism operations moving forward.

But travel will also evolve in other ways, and as an industry, we need to be prepared to think digitally, and reimagine our use of physical space.

Hotels will become dynamic meeting places for teams to bond in our new hybrid work style. Lodgings near major corporate headquarters will benefit from an influx of bookings from employees convening for longer periods. They will also make way for the “bleisure” traveller who mixes business trips with leisure. Hotels in unique locales will become feasible workspaces. Employers should prepare for their workers to tag on a few extra days to get some rest and relaxation after on-location company gatherings.

Beyond the pandemic, travellers will also want to explore the world differently, see new places and do new things. Our data reveals that the majority want to explore destinations in a more immersive and experiential way, and to feel more connected to the history and culture. While seeing the top of the Empire State building has been a typical excursion for tourists in New York city, visitors will become more drawn to intimate activities like taking a cooking class in Brooklyn with a family of pizza makers who go back generations. This will undoubtedly be a significant area of growth in the travel and tourism industry.

Governments would be smart to plan as well, and to consider an international playbook that helps prepare us for the next public health crisis, inclusive of universal vaccine passports and policies that get us through borders faster.

Understanding these key trends - the ongoing need to feel safe and the growing desire to travel differently - and planning for the next crisis will be essential for governments, destinations, and tourism businesses to succeed in the efforts to keep the world travelling.

Published: March 25, 2024

Travel Insights & Industry Trends in 2024-2024

Welcome to our Travel Insights & Industry Trends spotlight, where we delve into the trends apparent in 2024, as well as the 2024 global tourism landscape.

With this report, we aim to offer a comprehensive view beyond consumer activities, focusing on industry-wide statistics and key travel trends in the tourism industry.

Executive Summary

Data provided by Mastercard Economics Institute shows that 2024 witnessed a surge in global leisure travel, showcasing a significant 31% increase in March compared to 2019, underlining a 25% year-over-year shift from 2022 to 2024.

Commercial flight bookings, paralleling leisure trends, soared by 33% from March 2019, marking a 42% year-over-year change from 2022.

Mainland China experienced a resurgence in travel demand, nearing pre-pandemic levels for experiences.

Anticipated hotspot destinations for 2024 align with traveler origins, presenting opportunities for the U.S., Europe, Asia Pacific, and China.

In 2024, we expect travelers to prioritize unique experiences over material possessions, signaling a 65% increase in spending on travel experiences compared to a 12% increase in material possessions in March 2024. Pent-up demand, notably from the Asia Pacific and the U.S., fuels these projections for sustained momentum in 2024.

Summer holiday bookings in 2024 reflected a preference for flexible plans, unique experiences, and outdoor activities, setting the stage for potential changes in planning strategies and destination choices in 2024.

Holiday spending trends in 2024 varied across regions, notably witnessing increased spending on leisure activities in the U.S. and Europe, and a surge in APAC's focus on unique experiences. These trends pave the way for projected continued emphasis on travel experiences and sustainability in 2024, accompanied by uncertainties linked to rising costs and inflation.

Predictions suggest sustained growth in holiday spending in the U.S., Europe, APAC, and China, underscoring the importance of personalized travel experiences. The report highlights top destinations to watch in 2024, including emerging hotspots like Colombia, reflecting the changing preferences of travelers.

In response to these global travel trends, Travel-Lingual Co-founder, James A. Smith, emphasizes the growing traction of sustainable travel, particularly among Gen Z and millennials.

The increasing interest in cost-effective yet immersive travel experiences redefines the travel and hospitality industry landscape, prompting service providers to align with evolving consumer preferences to sustain growth post-pandemic.

The biggest travel industry trends we saw in 2024

Global leisure travel has surged, boasting a remarkable 31% increase in March 2024 compared to the same period in 2019, reflecting a substantial 25% year-over-year change from 2022 to 2024.

Commercial flight bookings, which caught up to leisure bookings in the latter half of 2022, are now growing at an equal pace, marking a 33% increase from March 2019 by the end of March 2024, denoting a 42% year-over-year change from 2022 to 2024, driven by regions embracing a return to office culture.

Mainland China has witnessed a resurgence in tourist demand for experiences, almost reaching pre-pandemic levels in March 2024 (93% of March 2019 levels). However, the recovery in luxury and retail sectors remains at 69% and 58% of March 2019 levels, respectively.

Hotspot Destinations for Spring and Summer 2024

As categorized by traveler origin:

North American travelers: Italy, Germany, and France

European travelers: U.K., Spain, Italy, and the U.S.

Eastern European and Middle Eastern travelers: U.K., France, the U.S., Saudi Arabia, and Egypt (both countries feature in the top 10 destinations for the first time since the inception of this report)

Latin American and Caribbean travelers: U.S., Spain, and Germany

Asia Pacific (AP) travelers: U.S. and Australia

Clear to see from findings in the Mastercard Economics report is that we are seeing a shift in travel preferences. Consumers increasingly prioritize unique experiences worldwide.

This is evidenced by a 65% increase in consumer spending on travel experiences compared to a 12% increase in spending on material possessions in March 2024.

Today's Global Travelers

Anticipated demand remains pent up, poised for sustained momentum in 2024, notably led by travelers from the Asia Pacific region and the United States, driving future bookings.

Summer Holiday Bookings

In 2024, summer holiday bookings in the United States and Europe reflected a surge in last-minute and spontaneous travel decisions, showcasing a preference for flexible and adaptable plans.

Additionally, there was a notable rise in bookings for destinations offering unique experiences and outdoor activities, emphasizing a shift toward experiential travel. This was a benefit for tour operators and travel companies offering unique experiences in countries such as Costa Rica, Mexico, and other popular destinations offering sustainable travel.

Market analysis suggests a potential evolution in 2024 trends, foreseeing a more structured approach to bookings. Anticipated changes indicate earlier and more strategic planning by travelers, seeking to secure desired accommodations and experiences amidst potential capacity constraints.

Moreover, there might be a continued emphasis on destinations that blend relaxation with immersive cultural and adventure-driven experiences.

However, rising costs for local businesses and inflation do make this predicted trend uncertain. Many travelers may choose to spend time at home and benefit from domestic travel in 2024.

Vacation/Holiday Spending in 2024

Data provided shows that in 2024, global tourism numbers increased and holiday spending trends varied across regions. These can be found below.

United States (U.S.)

The U.S. saw a significant increase in holiday spending, particularly on travel and service based experiences. Consumers allocated a larger portion of their budgets to leisure activities, exploring diverse destinations, and indulging in unique experiences during the holiday season.

This led to a year-on-year revenue increase for travel agents and other travel businesses dependent on outbound travel.

European holiday spending trends in 2024 indicated a similar inclination toward experiential travel. There was a notable surge in spending on cultural excursions, outdoor adventures, and visits to less-traveled destinations within the continent.

Examples include Cyprus, Malta, and Slovakia. Data provided by Eurostat shows that all of these countries saw a year-on-year increase in tourism numbers in 2024, which has left a lasting positive impact for each destination.

Asia Pacific

In the Asia Pacific region, holiday spending exhibited a robust increase, with travelers showing a preference for both domestic and international travel.

The focus remained on unique experiences, leading to a rise in spending on leisure activities and exploration of new destinations.

In particular, digital transformation shows has technology plays a critical role in travel trends for this region. A recent survey conducted by Think With Google shows that " 58% of people across APAC prefer to engage with travel brands using an app, and in Thailand, India, and Indonesia, this preference was higher, at 67%. "

China experienced an uptick in holiday spending focused on experiential travel.

Travelers from China exhibited a preference for high-quality experiences, contributing to increased spending on luxury accommodations, unique tours, and cultural experiences around the world during holidays.

Global Travel Trends for 2024

Predictions suggest the following travel industry trends for 2024. We have segmented by region.

Holiday spending is expected to maintain its upward trajectory, with consumers continuing to prioritize travel and experiences. An emphasis on personalized and curated holiday experiences might lead to sustained growth in leisure spending.

Predictions indicate a continuation of the trend toward experiential travel. Travelers are likely to explore unconventional destinations and invest in immersive cultural experiences during holidays, contributing to steady holiday spending. Consumer behavior suggests there is a preference to spend money on experiences over luxury accommodation or upgrades on flights.

Holiday spending in the Asia Pacific region is expected to remain robust, with an ongoing focus on diverse travel experiences. There might be an increased interest in sustainable and eco-friendly travel options, influencing spending patterns during holidays.

Predictions for China suggest a sustained inclination toward high-quality holiday experiences. Travelers are increasingly aware of the travel options available. 

We anticipate travelers from China to allocate significant budgets for luxury accommodations, unique cultural experiences, and personalized holiday packages in 2024.

Top 10 Destinations to Watch in 2024

The access that we have to post-pandemic data offers travel insights into potential top destinations for 2024.

Whilst Mexico will remain the most popular destination for U.S tourists, travel agents can expect to see travel industry growth in the following countries for the year ahead.

Known for its blend of tradition and modernity, Japan consistently attracts travelers seeking cultural experiences, diverse cuisine, and technological innovations.

2. Portugal

Rising in popularity due to its scenic beauty, rich history, and vibrant cities like Lisbon and Porto, Portugal remains a sought-after destination for travelers seeking authenticity and charm.

3. Colombia

Emerging as a key destination in South America, Colombia boasts diverse landscapes, cultural richness, and a growing appeal for adventure seekers and cultural enthusiasts alike.

With its timeless attractions like the pyramids, Egypt continues to draw travelers interested in ancient history and archaeological wonders, especially as it reclaims its place as a top tourist destination.

5. New Zealand

Known for its stunning landscapes and outdoor adventures, New Zealand's appeal remains high for travelers seeking natural beauty and adrenaline-fueled experiences.

Offering a rich tapestry of culture, history, and stunning landscapes, Vietnam continues to gain attention as a destination offering unique experiences and diverse cuisine.

Known for its historical significance, beautiful islands, and Mediterranean charm, Greece consistently remains a top choice for travelers seeking a mix of culture, history, and relaxation.

Emerging as an eco-tourism hotspot, Rwanda's emphasis on conservation efforts and its remarkable wildlife experiences, especially with mountain gorillas, attract global travelers seeking sustainable adventures.

9. Australia

With its diverse landscapes, unique wildlife, and vibrant cities, Australia remains a perennial favorite for travelers seeking a blend of urban experiences and natural wonders.

10. Morocco

Offering a blend of traditional and modern experiences, Morocco's allure lies in its bustling markets, historical sites, and diverse landscapes, attracting travelers seeking a taste of North African culture.

Morocco was Premier Partner at WTM London 2024 , which demonstrated its desire to grow inbound tourism numbers in 2024.

Low-Cost Destinations to watch in 2024

One of the clear global travel trends that travel agencies are seeing is a desire for sustainable travel and cost-effective holidays, which we expect to continue into 2024.

The following low-cost destinations are expected to see growth from Gen Z and millennial travelers in 2024, with a decrease in all inclusive trips.

1. Bulgaria

Known for its affordability and diverse attractions, Bulgaria offers a mix of historical sites, scenic landscapes, and coastal areas at relatively lower prices compared to other European destinations.

Continues to be a favorite for budget-conscious travelers due to its affordable accommodations, food, and transportation options. The country offers a rich cultural experience, stunning landscapes, and a diverse culinary scene without breaking the bank.

Cities like Bogotá and Medellín provide budget-friendly options for travelers interested in history, culture, and scenic landscapes, offering affordable accommodations, dining, and transportation.

Famous for its trekking routes and the Himalayas, Nepal remains a budget-friendly destination for adventure seekers and those interested in cultural experiences, with low-cost accommodations and dining options.

5. Nicaragua

With its beautiful landscapes, beaches, and colonial cities, Nicaragua offers affordability compared to its neighboring countries in Central America, attracting travelers seeking budget-friendly yet enriching experiences.

Known for its medieval towns, castles, and scenic countryside, Romania provides affordable travel options, including accommodations and food, making it an attractive low-cost destination in Europe.

7. Thailand (beyond tourist hubs)

While popular tourist areas can be more expensive, exploring less-visited regions of Thailand can offer budget travelers affordable accommodations, delicious street food, and unique cultural experiences.

8. Indonesia (outside Bali)

Beyond Bali, Indonesia offers diverse landscapes, cultural experiences, and affordable accommodations on islands like Java, Sumatra, and Lombok.

9. Portugal (interior regions)

While certain coastal areas can be pricier, exploring inland regions of Portugal offers budget travelers a chance to experience the country's culture, history, and beautiful landscapes at more affordable rates.

Global Travel Trends: What it means for Online Travel Agencies & Tour Operators

Below we have listed what the global travel trends referenced in this report mean for OTAs, and the potential impact they will have on the travel industry.

United States Trends, Impact and 2024 Predictions

2024 Trends: In 2024, the U.S. witnessed a surge not only in international travel, but also domestic travel, emphasizing experiential and adventure-based tourism. OTAs experienced increased demand for personalized travel packages, flexible booking options, and niche experiences.

Impact on OTAs: This trend highlighted the importance of customization and flexible offerings. OTAs focused on tailored experiences, last-minute deals, and seamless booking experiences to cater to changing traveler preferences.

2024 Predictions: Anticipated continued growth in domestic travel might encourage OTAs to further refine their customization strategies. Emphasis on sustainability, wellness, and local experiences could drive OTA offerings.

Europe Trends, Impact and 2024 Predictions

2024 Trends: Europe saw a rise in eco-tourism and off-the-beaten-path destinations, with travelers seeking authentic cultural experiences. OTAs adapted by promoting sustainable travel options and unique local experiences.We have seen a shift away from all inclusive offerings post-pandemic.

Impact on OTAs: OTAs in Europe focused on promoting lesser-known destinations, eco-friendly accommodations, and curated experiences. They also prioritized local partnerships to offer authentic experiences.

2024 Predictions: OTAs might continue to promote sustainability initiatives and expand partnerships with local businesses. Additionally, enhanced digital experiences and personalized recommendations may become more prevalent.

Middle East (ME) Trends, Impact and 2024 Predictions

2024 Trends: The Middle East saw a rise in holiday spending, particularly among travelers seeking luxury experiences and cultural immersion. Destinations like the UAE, Oman, and Qatar attracted travelers with upscale accommodations and unique cultural offerings. The region continues to see year-on-year incrases in business trips and bookings for intercontinental and charter flights.

Impact on OTAs: OTAs in the Middle East emphasized curated luxury travel packages, exclusive experiences, and collaborations with high-end hotels and luxury brands. They focused on providing personalized concierge services and seamless booking experiences.

2024 Predictions: OTAs in the Middle East may continue to cater to luxury travelers by offering enhanced premium experiences, VIP services, and bespoke travel itineraries. Additionally, they might further expand partnerships with luxury brands and upscale accommodations to meet the demand for exclusive holiday experiences. Integration of technology for tailored recommendations and convenience in luxury travel bookings could also be a focus area for OTAs in the region.

Asia Pacific (APAC) Trends, Impact and 2024 Predictions

2024 Trends: APAC observed increased interest in wellness travel, culinary tourism, and intra-regional travel. OTAs capitalized on this trend by offering curated wellness packages and culinary experiences.

Impact on OTAs: OTAs in APAC prioritized wellness-oriented travel packages, food tours, and collaborations with local chefs and wellness centers. Enhanced mobile experiences were also crucial.

2024 Predictions: OTAs might further diversify offerings to cater to evolving wellness and gastronomic trends. Increased integration of technology, like AI-driven recommendations, could enhance guest experiences for services in hotels and other trip/accommodation related areas.

China Trends, Impact and 2024 Predictions

2024 Trends: China witnessed a resurgence in outbound travel, especially for experiential tourism. OTAs focused on providing seamless booking experiences, emphasizing local cultural immersion.

Impact on OTAs: Chinese OTAs prioritized tailored travel itineraries, exclusive experiences, and partnerships with local guides or attractions. They also improved mobile payment options to cater to traveler preferences.

2024 Predictions: OTAs in China might continue to emphasize customized experiences while leveraging technology for enhanced personalization. Further integration of social commerce and community-driven travel may also evolve.

Travel-Lingual: What do we make of these travel trends?

Travel-Lingual Co-founder, James A. Smith, shares his thoughts on the data provided by key travel industry players:

" We will continue to see a preference for sustainable travel amongst Gen Z and millennial travelers in particular. Tourists from these subgroups continue to seek eco-friendly destinations that resonate with their values.

Millennial travelers like me continue to look for immersive yet economical experiences. This has reshaped the travel landscape, as we gravitate towards lesser-known, budget-friendly destinations that offer cultural depth without financial strain. I think we are seeing this with destinations like Morocco, as example.

Data suggests that customers are thinking carefully when deciding which hotel to book, which country to visit, and which company to book through. Service providers of all types need to keep up with these global travel trends in 2024 if they want to continue to experience post pandemic growth. "

We are a travel marketplace and price comparison platform. We provide travelers with access to over half a million tours, activities, day trips, and transfers all over the world. We help travelers from across the globe by allowing them to research and book unforgettable travel experiences at the best possible prices. We work closely with travel brands and tour providers to connect our audience with exceptional travel experiences, curated from the finest offerings and exclusive deals available.

About the Author

James A. Smith is a travel consultant, writer, and entrepreneur. He has been featured in multiple travel news outlets including Wanderlust Travel, The New Zealand Herald, In The Snow, The Daily Express, The Sun, The Mirror, MSN, and British News Today. He is the founder of Travel-Lingual , a popular travel marketplace and price comparison platform that provides travelers with access to over half a million tours, activities, day trips, and transfers all over the world.

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Get the most of your stay in Moscow

TOP-11 Moscow Parks to Visit

I have chosen the best 11 Moscow parks to visit and spend a beautiful time for you. Do not miss and choose one that you like the most – cycling, festivals, flowers, panoramic views and many other things are waiting for you!

Gorky Park (The Central Park of Culture and Leisure) – The main one of the Moscow Parks

In my opinion this park could be called the main park of the city. Why? Because of its huge territory, the central location and the amount of people visiting the park daily.  It was founded in 1928 and in 2011 it was totally reconstructed. Now it pleases visitors with modern objects and soft green lawns.

• Oktybrskaya or Park Kultuty metro station, Krimsky Val, 9

The Gorky park is a the right choice for everyone! The youth will like a free WiFi, bicycles, skateboards and other rentals; the couples will enjoy spending time near the river, watching a sunset; parents will appreciate colorful playgrounds and a room for mother and child. Everyone can find something for themselves: from yoga classes  to watching movies in a cozy summer cinema, from dance classes to volleyball playground. Gorky Park is also the venue for all kinds of exhibitions, festivals, events for children and adults. During the winter there is one of the biggest skating rinks in the park.

Museon Art Park – A Second Gorky they say

“Museon” is located on the opposite side of Krimsky Val street. And right now some people believe that Gorky and Museon together is a one space sharing the same beauty.

• Oktybrskaya or Park Kultuty metro station, Krimsky Val, 2

The Park of Arts was named this way because there is the largest composition of open-air sculptures in Russia. In its territory there are already more than 1000 unique exhibits: from monuments of the socialist realism era to various kinds of contemporary art. But this is not all the attractions of the park. In recent years, “Museon” has become an important cultural site of the city. The park regularly hold many different concerts, festivals, educational projects in the field of art and design. There is a Central House of the Artist, a comfortable summer cinema and other attractions on territory. Be sure to stroll pedestrian Crimean embankment, which looks like a modern park.

Neskuchny Garden – True Russian Nature is Here

Neskuchny garden is located on the right bank of the Moscow River. Today it is also seen as a part of the Gorky Park. This landscape park is one of the oldest in the city and is protected by the state. Its name was received from the Neskuchnoye Estate of  Prince Trubetskoi which is still located in the park.

• Leninsky Prospekt metro station, Leninsky Prospect, 30

This park is famous mostly for its location close to the Gorky park. It is a quite place with true nature, lots of trees and squirrels and also ancient architecture. As in every park, there are sports and playgrounds, cafes and even a football field.

Zaryadye Park – 5 Steps Away From The Red Square

The area of this brand new park was opened only in September 2017 and located in the very heart of Moscow – right near the Red Square.

• Open from 10AM to 10PM
• Teatralnaya, Okhotnyi ryad, Ploschad Revolutsii

The park has 4 zones, each of them represent different parts of Russian landscapes. Above the river there is a floating bridge from where you get to see one of the best panoramic views on Moscow. Other attractions of the park are 5D cinema where you can take a flight above Moscow, few cafes and restaurants, pretty lakes with fishes and old preserved churches. In addition there is still being built a  philharmonic hall, covered with a huge dome and an Ice cage where the temperature will always stay below zero degrees.

When you are on the Red Square do not miss it!

All-Russia Exhibition Center (VDNKh) – The Soviet Style Moscow Park

Park VDNKh – one of the most famous parks in Moscow. This park is one of the sights of the city as it hasn’t changed much since the Soviet era.

• VDNKh metro station, Prospect Mira, 119

The symbol of VDNKh is a fountain with 16 women symbolizing the friendship of the nations of the USSR. Around this fountain there are all the pavilions representing 16 republics. Now inside the pavilions you find various shops, cafes and exhibitions. If you go deep inside the park you will find a rocket Vostok and and an aircraft. What is funny the inside of the aircraft there is actually a photo exhibition. Near the northern entrance you there is a famous sculpture “Worker and Kolkhoz Woman”. It is extremely famous among Russians as all the movies by Mosfilm corporation used to start with the picture of this statue. But if you go further inside the park you will reach a very calm area. A lake is there, forest and birds singing. Since the park occupies a large area I suggest you to rent a bicycle.

Sokolniki Park – A Place For A Hunt Or For Leisure?

The park got its name because of the royal falconry, which took place there in the past when there was a dense forest. (Sokol means a falcon.) In 2011 it was significantly transformed: updated lawns, landscaped ponds and picnic areas, restored summer cinema and theater, a large rose garden, sports grounds, bicycle paths and other things.

• Sokolniki metro station, Sokolnichesky Val, 1, p. 1

From the main entrance along the alley you can walk to the Sokolniki circle, where 8 alleys form 9 sectors, in each of them you will find trees of the same breed.  The park is famous for its rosary, as well as flower decoration. On the territory of the park there are concert halls, a library, amusement zone, dances zone and many many other attractions. In winter the park has a skating rink (a free of charge one) and ski runs. During the warm season you can rent a bicycle.

Tsaritsino Park – A Different World Inside Moscow

Here you can walk for hours, admiring the most beautiful nature and magnificent architecture.

• Open from 6AM to 12AM
• Tsaritsyno metro station, Dolsky, 1

The most amazing part of the park is the lake with a light and musical fountain. Every evening the fountain starts the show. Lights and music combined make you feel like you are not in Moscow but in a fairy tale. The park is also well equipped for sports lovers and healthy lifestyle. There are volleyball and basketball courts, a tennis court, sports facilities for acrobatics, bodybuilding equipment.

What I personally like about this park is the atmosphere. This place is actually far from the city center but I love going there anyway. Whenever I go there I feel like I left Moscow with all its hectic lifestyle. It is the place where I relax, enjoy myself or a company of my friends and feel kind of different. By the way totally suggested for a date!

Kolomenskoye Park – Combination Of Reserve and Architecture

The Kolomenskoye park is actually a Museum-Reserve. It is a former residence of Russian tsars and one of the most scenic places in Moscow.

• May to September – open from 8AM to 12AM, October to April – from 8AM to 9PM
• Kolomenskoye metro station, Andropov Ave, 39

 Alike with Tsaritsino park Kolomenskoye park has its own special atmosphere with all the architecture, trees, ponds and even a river bank. The park regularly hosts various folk festivals and different fairs. In summer time you can play with kites or rent a bicycle and ride around the huge area of the park.

I love the view that you get on the city from one of the hills near the river. I love the apple trees alleys and the beautiful churches. It is also a bit far from the city center but yet worth going there. One of my best friends even celebrated her wedding there.

Aptekarsky Garden or Botanical garden of the Moscow State University – The Best Botanical Garden in The World

Aptekar in Russian language means a pharmacist so basically it is a pharmacist’s garden. It was founded in 1706 by Peter The Great for growing medicinal plants for the royal family. But later they moved it from under the walls of the Kremlin to the current location.

• Open from 10AM to 8PM
• Prospect Mira metro station, Prospekt Mira, 26

In the botanical garden there are no attractions and noisy crowds of tourists. The area of the garden is not as big as any other park in Moscow. And the entrance is not free. But this exactly what makes this park one of the most comfortable in the city. In the Aptekarsky garden they grow thousands of different plants, flowers and trees. Some of the trees are more than 300 years old. They held different festivals there: flowers festivals, sand and ice sculptures expositions.

For me it is one of the most beautiful parks not only in Moscow but in the world. I have never seen so many different flowers and plants anywhere else. And trust me I am a real park lover. And what is more the staff really takes care about every single tree or plant there, some of the trees have names and stories. I love it there and I think the price is really worth what you get.

Victory Park – A Park That Makes Us Remember The War

The park is located on the Poklonnaya Hill and it has one of the world’s largest memorial complexes dedicated to the World War II. The park was opened for the 50th anniversary of the Victory on May 9, 1995. It is also one of the main venues in the city for holding a variety of mass events.

• Park Pobedy metro station, Brothers Fonchenko, 7

On the main avenue of the park there are with 1418 fountains – exactly as long as the war lasted. Fountains make five water terraces, symbolizing five years of military operations. And in the center of the park there is the Museum of the Great Patriotic War. If you are interested in the history of the war do not miss it. The Poklonnaya Hill is a part of the park and from the hill you get one of the best views on the city of Moscow. And I could say this is the best place for watching the fireworks during the mass celebrations. But be aware it gets too crowded then. As in most of the other big parks you can rent a bicycle or rollers there.

Izmailovsky Park – A Mix of a Big Forest and Attractions

Izmaylovsky Park occupies a huge green territory, making up a large part of the Izmailovo district. The park consists of two parts: Izmaylovsky Park of Culture and Rest and the forest park of Izmailovo. First part is full of attractions and restaurants while the second one is like a real forest with pine trees, birch groves, beautiful clearings and ponds.

• Izmaylovskaya, Shosse Entuziastov or Partizanskaya metro stations, Izmaylovsky Park

It is easy to spend there a whole day. A large landscaped area and a lot of various entertainments for children and adults will help you not to get bored. An observation wheel, a boat station, children’s playgrounds, a dance floor, sports grounds, a skate park – all this is only a small part of the possible leisure activities. In the park there are bike paths and a rental services.

I don’t go there often to be honest. But the park is very very close whenever to a souvenir market on Partizanskaya metro station. And whenever the weather is nice and I have enough of free time I stroll through the alleys of the park and enjoy the nature. So if you are going to the souvenir market too and you have enough free time then do go to the park too.

5 thoughts on “TOP-11 Moscow Parks to Visit”

Pingback: Places to visit in Moscow – Sheran Bhattacharyya

Yes, sure 🙂 This is my top list 🙂

Yes, sure. These are my favorites!

I like this blog very much. Please keep sharing it in future too.

Thanks for sharing.

Thank you! 🙂

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