旅游业处于转折点：变革性增长的原则

Travel and Tourism at aTurning Point:Principlesfor Transformative Growth I N S I G H TR E P O R TJ U L Y2 0 2 5 Contents Foreword3 Executive summary4 Introduction: Travel and tourism (T&T) at a crossroads5 1.2 Tension points12 2 Guiding principles for a transformed sector21 2.1 Guiding principles21 3 From principles to action: Enablers and potential areasfor intervention30 30 3.2 Action areas and priorities for the public sector(national and regional levels)31 3.3 Action areas and priorities for T&T sector constituents34 3.4 Role of the wider ecosystem36 Conclusion: Towards a new vision for T&T37 Contributors38 Disclaimer This document is published by theWorld Economic Forum as a contributionto a project, insight area or interaction.The findings, interpretations andconclusions expressed herein are a resultof a collaborative process facilitated andendorsed by the World Economic Forumbut whose results do not necessarilyrepresent the views of the World EconomicForum, nor the entirety of its Members,Partners or other stakeholders. ©2025 World Economic Forum. All rightsreserved. No part of this publication maybe reproduced or transmitted in any formor by any means, including photocopyingand recording, or by any informationstorage and retrieval system. Foreword Børge BrendePresident and ChiefExecutive Officer,World Economic Forum Ahmed Al-KhateebMinister of Tourism,Kingdom of Saudi Arabia Bob WillenGlobal Managing Partnerand Chairman, Kearney This insight report arrives at a crucial moment forthe travel and tourism (T&T) sector. Today, T&T is ata crossroads, facing a complex landscape filled withnew opportunities and a variety of challenges. potential areas for intervention that can help achievethese goals. It also details tension points, includingenvironmental impacts, the need for investmentsand workforce challenges. The sector is projected to serve about 30 billiontourist visits and contribute $16 trillion to globalGDP by 2034 – more than 11% of the world’seconomy. This remarkable trajectory, coupled withT&T’s impacts, extending far beyond its substantialeconomic contributions, presents unprecedentedpossibilities. The sector encompasses culturalexchange, social connection and personalenrichment – all catalysts for positive global change.It is a vital engine of growth, deeply interconnectedwith a wide array of industries and crucial to thewell-being of communities and individuals. By bringing together our diverse perspectives andexpertise to address the industry’s multifacetedevolution, we explore the biggest trends shapingthe future, from the transformative power of newtechnologies to evolving traveller profiles and therise of new growth segments. Over the next decade, T&T’s path will hinge on thecollaborative action of all stakeholders, and theenvironment created to allow those partnershipsto flourish. Governments, businesses, travellersand communities must work together to create anindustry that not only fuels economic prosperitybut also encourages cultural understanding,environmental regeneration and inclusive growth. However, this path forward is not without itschallenges. The past five years have been tumultuous,including worldwide disruptions, geopolitical tensionsand the COVID-19 pandemic. Yet through it all, thesector has demonstrated remarkable resilience andresourcefulness, and, as a result, it is more importantthan ever to the global economy. We are optimistic that this extraordinaryopportunity can be realized. With thoughtfulcollaboration and strategic action, the traveland tourism sector can achieve its remarkablepotential while addressing the challenges that lieahead, producing lasting value for economies,communities and travellers worldwide. This report proposes a set of guiding principlesaimed at fostering a transformed and moresustainable industry; it delves into the enablers and Executive summary Travel and tourism’s future transformationrequires collaborative action to make themost of growth drivers while addressingtension points. $16trillionT&T’s projectedcontribution to globalGDP by 2034. The travel and tourism sector stands ata crossroads. After recovering from theunprecedented shock of the COVID-19 pandemic,the sector now faces new and exacerbatedchallenges. By 2034, travel and tourism isprojected to contribute $16 trillion to global GDP(more than 11% globally), supporting businesses,destinations and local communities while facilitatingapproximately 30 billion tourist visits worldwide(domestic and international). Growing pressure on nature Principle: Commit to regenerative practices Labour and skills crisisPrinciple: Bridge workforce gaps7 Local capacity-building Principle: Support small and medium-sizedenterprises (SMEs) and local communities Infrastructure and investment requirements This growth will be shaped by interconnecteddrivers and tension points: Principle: Invest in and develop sustainableinfrastructure Cultural and heritage dynamics