Digital technologies like social media and artificial intelligence are driving the democratization of global tourism.

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：Ibrahim Rifath/Unsplash

Kim Jong Yoon

Yanolja

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The rise of social media, vertical AI, and emerging markets is collectively driving the creation of a more equitable and inclusive tourism landscape.

In recent years, the tourism industry has undergone a profound transformation, driving the democratization of global travel. This phenomenon is evident in the fact that a broader and more diverse range of travelers are increasingly exploring an ever-growing number of destinations around the world. At the heart of this shift lies the rapid advancement of travel technology—such as vertical AI (AI specifically optimized for particular industries)—which has significantly enhanced the efficiency, reach, and service quality of tourism businesses worldwide.

The revival of tourism is primarily reflected in the following aspects:

The Rise of a New Tourist Segment

The democratization of travel is clearly reflected in the shifting demographics of travelers. Compared to older generations, Millennials and Gen Z are at the forefront of this trend—they’re traveling more frequently and allocating a larger portion of their income toward tourism. A McKinsey survey reveals that 66% of travelers reported increased interest in traveling after the pandemic, with younger generations leading the charge. This shift isn’t just about age—it’s also tied to growing economic diversity. Today, thanks to budget-friendly travel options and innovative technologies that help people maximize their spending, even more savvy, cost-conscious travelers can confidently set out to explore the world.

The rise of domestic and international travel, along with niche attractions

One of the most notable trends in recent years has been the surge in domestic tourism. Domestic travel is projected to grow at a steady pace of 3% annually, reaching 19 billion overnight stays by 2030. This trend is particularly pronounced in China, where the domestic tourism market is expected to expand at an impressive annual rate of 12%, potentially surpassing the U.S. by 2030 to become the world’s largest domestic travel market. Such a shift toward exploring local destinations reflects people’s growing desire for unique, authentic experiences closer to home. Meanwhile, cloud-based software and data platforms are driving advancements in vertical AI solutions, enabling small and medium-sized enterprises to digitize their booking technologies and better cater to the needs of domestic travelers.

However, the rise in domestic tourism isn’t the only indicator of change. The democratization of travel is also reflected in the emergence of new tourism markets. India, Southeast Asia, and Eastern Europe are increasingly becoming key sources of outbound travelers. For instance, by 2030, India’s tourism spending is projected to grow at an annual rate of 9%.

This growth isn’t limited to traditional, popular travel destinations. Travelers are increasingly interested in exploring off-the-beaten-path, niche locations, and some lesser-known tourist spots are steadily gaining popularity. According to Expedia’s “Unpack'25” report, 63% of travelers say they’d like to visit less-famous destinations on their next trip.

The Power of Social Media and Technology

It’s no surprise that social media and technology play a crucial role in travel, especially among the emerging younger generation of travelers—92% of young travelers say their most recent trip was inspired by social media.Social media platforms like Instagram and TikTok, as well as streaming content channels such as YouTube and Netflix, not only influence travel decisions but also make it easier for travelers to discover and explore new destinations. This shift is reshaping tourism destination planning, as consumers increasingly prioritize unique spots—like destinations in Africa or the Caribbean—over traditional hotspots such as Paris or New York. Amid this transformation, vertical AI is particularly standing out, revolutionizing the travel industry by delivering personalized recommendations, optimizing travel itineraries, and enhancing customer service experiences.

Economic opportunities, sustainability, and emerging destinations

The impact of tourism democratization on the economy is profound. In the United States, technology has played a pivotal role in driving this democratization, potentially creating 17.4 million jobs and contributing $2.2 trillion to GDP in 2023, thereby boosting economic growth. Moreover, the growing focus on sustainable tourism is opening up opportunities for destinations that prioritize environmental and social responsibility. For instance, Rwanda has successfully positioned itself as a leader in sustainable tourism practices, attracting visitors eager for unique experiences like gorilla-tracking hikes.

Driven by a desire for exploration and new experiences, global travelers are increasingly discovering a growing number of emerging travel destinations. Data from Expedia spanning September 2023 to August 2024 reveals that lesser-known spots like Reims in France, Brescia in Italy, and Cozumel in Mexico are gaining popularity among tourists. Similarly, Booking.com’s “2025 Travel Forecast” report highlights that 67% of travelers are eager to visit destinations with lower visitor numbers. Meanwhile, rising stars such as Sanya in China, Trieste in Italy, and João Pessoa in Brazil are also capturing the attention of more and more travelers.

The Role of Vertical AI in Tourism Technology

Utilizing vertical AI can help enhance customers' travel experiences. At the Paris Olympic Games, hotels struggled to optimize room availability and attract guests with the most competitive and profitable pricing options. However, by leveraging machine learning-based prediction and dynamic pricing systems, they could sidestep these challenges—and ultimately expand the size of their potential market.

For instance, Yanolja, a global travel technology company, leverages vertical AI to help its business clients enhance efficiency, expand their reach, and boost profitability. AI-powered solutions also enable travel companies to deliver personalized experiences, streamline operations, and connect with a broader audience. By analyzing vast amounts of data, Yanolja’s AI systems can forecast travel trends, optimize pricing strategies, and increase customer engagement.

The future is full of infinite possibilities.

The aforementioned trends are reshaping the global tourism landscape, making it more inclusive and diverse. With the help of cutting-edge travel technologies and advanced AI solutions, we’re witnessing the dawn of a new era—one where more people can boldly explore the world, immerse themselves in new cultures, and create unforgettable memories that last a lifetime. As we continue to innovate and adapt to travelers’ ever-evolving preferences, the future of tourism looks brighter and more accessible than ever before.

The above content solely represents the author's personal views.This article is translated from the World Economic Forum's Agenda blog; the Chinese version is for reference purposes only.Feel free to share this on WeChat Moments; please leave a comment below the post if you’d like to republish.

Translated by Sun Qian | Edited by Wang Can

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