According to the "NextGen Travelers and Destinations" report by Google and Deloitte, Spain will become the most popular tourist destination by 2040, attracting 110 million tourists, surpassing France with 105 million and the USA with 100 million. Although France was the top destination in 2023, Spain is quickly catching up.
Tourism Revenues
Despite its popularity, France ranks fourth in tourism revenues. The USA leads with $176 billion in 2023, followed by Spain ($92 billion) and the UK ($74 billion). Tourism significantly impacts the economy, generating jobs and attracting investments.
Global Tourism Dynamics to 2040
The number of global trips is expected to reach 2.4 billion by 2040, an increase of 936 million from 2019. This growth will be driven by the expanding middle class worldwide, particularly in Europe and the Asia-Pacific region, which will account for over 70% of all trips.
Key Destinations and Tourist Flows
By 2040, the top five countries in tourist arrivals will be Spain, France, the USA, China, and Mexico, accounting for 20% of total arrivals. Europe and the Asia-Pacific region will represent 47% and 27% of tourist arrivals, respectively. Additionally, 45% of all global travelers will focus on four key regions: the Mediterranean, Southeast Asia, the New Middle East, and the Caribbean.
Technological Impact and Social Changes
Travel operators must adapt to new technologies such as artificial intelligence and virtual reality to better plan their strategies, increasing productivity and sustainable tourism development. Modern technologies will enable companies to define future strategies more effectively and provide personalized services.
Factors Shaping the Future of Tourism by 2040
The future of tourism will be influenced by technological advancements like virtual reality and artificial intelligence, changes in traveler profiles due to aging, diversity, and inequality, as well as cultural and social shifts. Business transformation, climate change, economic challenges, and geopolitical factors will also play significant roles.
For more details, visit the Deloitte report.
