By 2034, the contribution of the travel and tourism industry to the global economy will reach an astronomical $16 trillion, compared to $11 trillion in 2024. The planet will face an unprecedented tourist flow of 30 billion trips. A new report from the World Economic Forum (WEF), “Travel & Tourism at a Crossroads: Principles for Transformative Growth”, paints a picture not only of enormous opportunities but also of colossal challenges. How will the world’s most popular destinations manage this tourism storm?
1. Technology as Both Weapon and Shield
By 2034, the tourism industry will be fully reliant on technology. Artificial Intelligence will become an integral part of travel planning: from booking tickets and hotels to creating personalized routes and guides.
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Virtual quotas. AI will analyze real-time visitor loads at attractions and allocate “virtual quotas” to prevent overcrowding. Planning to visit the Louvre? AI will assess the museum’s traffic and recommend the optimal time to go—or redirect you to a less crowded but equally interesting venue.
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Cybersecurity. Since 70% of tourism companies faced cyberattacks in 2024, by 2034 cybersecurity will be at the forefront. Governments and private players will collaborate to create unified systems of cyber defense, while travelers will be required to use secure digital wallets and biometric identification for transactions.
2. Ecotourism and Sustainability – More Than Just Words
Environmental awareness will become a decisive factor in travel planning. Countries investing in nature preservation and sustainable development will gain an edge.
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Carbon taxes. Travelers choosing environmentally harmful transport (such as private jets or cruise ships) will face higher “carbon taxes.” Proceeds will be directed to environmental projects and compensation for ecological damage.
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Green passports. Countries actively promoting ecotourism will issue “green passports” to travelers who meet certain eco-standards (e.g., using clean transport, staying in certified green hotels, participating in conservation programs). Holders will receive priority access to attractions and other benefits.
3. A Changing Tourist Profile
Millennials and Gen Z, raised in the digital era, will become the driving force of the industry. They will demand personalized experiences, authenticity, and opportunities to share their adventures online.
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Tourism streams. Instead of traditional guides, “tourism streamers”—locals livestreaming from key destinations—will showcase their culture and traditions. Travelers will be able to interact in real time and receive tailored recommendations.
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Hidden gems. AI-driven platforms will promote unique routes through lesser-known destinations, aiming to redistribute tourist flows and help local communities benefit economically.
4. Regulating Flows and Protecting Locals
The surge in global tourist numbers will inevitably lead to tighter regulations and greater emphasis on protecting residents’ interests.
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Differentiated taxes. Variable taxes will apply depending on season, time of day, and the popularity of a given attraction. This will help spread out visitor flows and avoid overcrowding.
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Community initiatives. Local populations will play a greater role in tourism policy. Regular surveys and referendums will ensure residents’ voices shape new strategies.
By 2034, tourism will be one of the most important sectors of the global economy—but also a source of serious challenges. Countries that can adapt to the new realities and introduce innovative solutions to counter overtourism will reap the greatest benefits from the tourism boom while preserving their uniqueness and culture.