Four Scenarios for the Future of Travel and Tourism 2025
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people and goods while enhancing destination
accessibility and competitiveness. Without
strategic investments in transportation networks,
digital connectivity and supporting facilities,
economies risk constraining their tourism
potential and impeding broader economic
development trajectories.
–T&T socioeconomic impact: In emerging
markets, T&T generates 33% of high-wage
jobs versus 19.5% in advanced economies,
according to World Travel and Tourism Council
(WTTC) data.8 However, stagflationary pressures
in tourism-dependent economies (e.g. the
Maldives, the Seychelles) can hinder economic
growth, leading to both higher inflation and
economic vulnerabilities.9 Indeed, these
pressures are generally exacerbated by the
limited economic diversification typical of small
island tourism economies, making them highly
sensitive to external shocks such as fluctuations
in tourist arrivals or global commodity price; as a
result, rising import costs and persistent current
account deficits can quickly translate into higher
consumer prices and increased debt burdens,
further constraining fiscal space and heightening
economic vulnerability.
–Price competitiveness: Global inflation
(averaging 6.5% in 2023) has eroded TTDI 2024
scores by 8% since 2019,10 with low-income
economies (−14%) disproportionately affected.
Crude oil prices have undergone high volatility,
ranging from $58 to $123 per barrel,11 due
to global economic uncertainty, which had a
direct impact on flights and other fuel-based
transportation costs that typically represent a
significant budget item for a trip.
The potential implications include:
–Demand polarization: High-income travellers
drive luxury segments (e.g. luxury eco-lodges,
space tourism), with India and China fuelling the
need for premium offerings. Asia-Pacific’s middle
class, projected to reach 3.5 billion by 2030,12 will
reshape regional tourism, favouring destinations
such as Indonesia and Viet Nam.
–Debt and investment: Debt-to-GDP ratios
exceeding 60% in 78 countries limit public-
sector tourism infrastructure spending. Jamaica’s
tourism-dependent economy, for instance, faces
a $1.2 billion annual financing gap for climate-
resilient hotels.13 As an additional example, the
Maldives’ public debt-to-GDP ratio reached 110%
in 2022 and is projected to remain above 120%
in 2024, severely constraining the government’s
ability to fund new tourism infrastructure despite
the sector’s critical role in economic growth.14
–Labour market pressures: Hospitality wages lag
19% behind comparable sectors in Organisation
of Economic Co-operation and Development
(OECD) nations, exacerbating shortages.
Digitalization could displace 18 million jobs by 2030, necessitating reskilling programmes such as
the European Union’s “Tourism Skills Passport”.15
Sustainability transition speed
The variable here relates to the pace of
decarbonization, circular-economy adoption
and policies balancing tourism growth with
ecological limits:
–Environmental sustainability: While renewable
energy in global travel and tourism operations
would be in the range of 4.5% to 10%,
sustainable aviation fuel (SAF) use remains
below 1% of global aviation fuel supply. Only
22% of nations align with Paris Agreement
targets for tourism.16
–T&T demand sustainability: Overcrowding
at United Nations Educational, Scientific and
Cultural Organization (UNESCO) sites (e.g.
Angkor Wat, Machu Picchu) has reduced
by 4.7% since 2021. Dynamic pricing and
visitor caps at Borobudur Temple, Indonesia,
cut footfall by 29% in the same period while
increasing per capita spend to 34%.17
The potential implications include:
–Regulatory shifts: Carbon border taxes
(e.g. the EU’s Carbon Border Adjustment
Mechanism [CBAM]) may fund T&T
decarbonization by as much as €9.1 billion
annually by 2030.18 Costa Rica’s eco-lodges
achieve 28% return on investment (ROI),
incentivizing green investments.
–Asset stranding: Coastal resorts face $1.2
trillion in flood risks by 2035. The Caribbean’s
parametric insurance pools19 now cover 60% of
properties, mitigating losses.
–Consumer behaviour: Air mobility remains
the highest source of carbon emissions,
whereas cruise-ship emissions of nitrogen oxide
compounds (NOx) rose by 18% between 2019
and 2022.20
This trend signals that travellers
and industry stakeholders must confront the
growing environmental impact of their choices,
as persistent high emissions from air and cruise
travel are likely to draw increased regulatory
scrutiny and public concern. If the sector does
not proactively invest in cleaner technologies
and transparent emissions reporting, it risks
losing environmentally conscious customers,
facing stricter regulations, and damaging its
long-term reputation and growth prospects.
Technological adoption curve
The variable here relates to the diffusion of AI,
blockchain and internet of things (IoT) solutions
Four Scenarios for the Future of Travel and Tourism
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