The tourism industry is an ever-evolving sector that has undergone significant changes over the years, and 2024 is no exception.

The past year was marked for hoteliers by an accumulation of consumer travels aimed at catching up with those postponed due to the pandemic, along with the ongoing digitization of the customer experience.

In this year, we observe various trends shaping the way people travel, ranging from technological advancements to a more environmentally conscious approach.

Discover the trends that will define tourism in 2024.


1. Sustainable Tourism: More than a trend, a priority

Sustainable tourism solidifies itself as an imperative in the industry. Tourism companies are taking proactive measures to minimize their environmental impact, ranging from implementing eco-efficient practices in hotels and transportation to promoting low-impact tourism in sensitive areas.

In 2024, sustainability is not just a trend but a responsibility embraced by key players. Metrics such as greenhouse gas emissions, energy use and composition, water expenditure, air pollution, and resource utilization are all crucial to understanding the impact of a trip and how consumers can reduce it.


2. Personalization: Tailored and Seamless Travel

Personalization in travel reaches new heights in 2024. With advanced algorithms and artificial intelligence technologies, travel agencies can create fully customized itineraries, considering individual preferences, from food choices to leisure activities.


3. Emerging Destinations: Exploring the Unknown

Travelers seek to move away from saturated destinations and discover lesser-known places. Emerging cities and regions, previously not on the tourist radar, are gaining popularity. This not only offers visitors a more authentic experience but also drives tourism development in less-explored areas.


4. Daycations: On the Rise

“Daycations” emerges as a growing trend for 2024, especially due to the increasing difficulty of finding free time for week-long getaways. The opportunity to enjoy a day at the beach or go on a mountain hiking excursion is presented as an alternative to disconnect from the work environment. Opting for one or two days off not only benefits individual well-being but also brings advantages for both the environment and the consumer’s wallet, requiring a more moderate budget.


5. Experiential Tourism: Hobbies Take Center Stage

This year, it is anticipated that tourists will plan their trips around their interests. With the proximity of prominent sports events such as the Olympics in Paris and the Eurocup in Germany, a significant increase in travel is expected for participating in these experiences. Football enthusiasts plan flights to Europe, while cricket enthusiasts set their sights on the United States and the Caribbean for the T20 World Cup.

Furthermore, the demand for “retailtainment,” meaning the combination of shopping and entertainment, is expected to rise this year. More and more travelers are choosing to book their vacations near prominent shopping destinations. Although cities like London, especially for Chinese travelers, and the United States have traditionally been popular in this regard, new destinations are emerging, including Italy.


6. Financial Technology: A Solution

Demand in the tourism sector continued to rise during 2023, but cancellations, delays, and a shortage of personnel remained persistent challenges. These inconveniences not only create friction and stress for travelers but can also negatively impact the brand image and demand quick solutions.

In this chaotic scenario, tourism companies looking to recover and expand their market presence find attractive options in financial technology to offer customers the ability to freeze prices, modify or cancel reservations, and easily rebook in disruptive processes, allowing them to pay with the most convenient payment method.


7. Virtual Travel and Augmented Reality: The Extended Experience

Lastly, technology has allowed travelers to explore destinations from the comfort of their homes. Virtual travel and augmented reality provide immersive experiences that allow people to familiarize themselves with places before deciding to visit. This not only aids in better planning but also enables even those with mobility limitations to explore the world in innovative ways.