Travel and Tourism at a Turning Point 2025

Images: Getty Images, Unsplash Disclaimer This document is published by the World Economic Forum as a contribution to a project, insight area or interaction. The findings, interpretations and conclusions expressed herein are a result of a collaborative process facilitated and endorsed by the World Economic Forum but whose results do not necessarily represent the views of the World Economic Forum, nor the entirety of its Members, Partners or other stakeholders. © 2025 World Economic Forum. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, including photocopying and recording, or by any information storage and retrieval system.Contents Foreword Executive summary Introduction: Travel and tourism (T&T) at a crossroads 1 Growth areas and tension points as key trends for T&T 1.1 Growth areas 1.2 Tension points 2 Guiding principles for a transformed sector 2.1 Guiding principles 3 From principles to action: Enablers and potential areas for intervention 3.1 Key enablers for implementation 3.2 Action areas and priorities for the public sector (national and regional levels) 3.3 Action areas and priorities for T&T sector constituents 3.4 Role of the wider ecosystem Conclusion: Towards a new vision for T&T Contributors Endnotes3 4 5 8 10 12 21 21 30 30 31 34 36 37 38 40 Travel and Tourism at a Turning Point: Principles for Transformative Growth 2