In July 2025, the World Economic Forum (WEF) released the insight report “Travel and Tourism at a Turning Point: Principles for Transformative Growth”, developed in collaboration with Kearney. The report, to which GSTC CEO Randy Durband contributed, provides an in-depth analysis of the travel and tourism sector at a critical juncture in its evolution, highlighting how stakeholders can collaborate to drive the transformation toward a more sustainable, inclusive, and resilient industry.
It also underscored the sector’s projected contribution of $16 trillion to global GDP by 2034 – more than 11% of the world’s economy, and anticipated 30 billion tourist visits worldwide. While these figures reflect significant growth potential, the report emphasized that this trajectory also comes with profound responsibilities for governments, businesses, and communities.
Key topics addressed from the WEF Insight Report 2025 include:
Evolving traveller profiles and emerging markets: The report examined how the rise of middle classes in countries such as India and China, alongside younger generations like Millennials and Gen Z, is reshaping global travel patterns and expectations.
Technological innovation: It highlighted how AI and advanced connectivity are transforming the travel ecosystem, while also calling for the development of ethical frameworks to ensure equitable access and data privacy.
Environmental and social challenges: The sector’s environmental footprint, including its contribution to greenhouse gas emissions and pressure on natural ecosystems, was a critical focus. The report calls for regenerative practices to move beyond impact mitigation and actively restore natural systems.
Workforce development: Addressing persistent labour shortages and skills gaps was identified as essential for ensuring the sector’s long-term viability.
Local capacity-building and SMEs: Recognizing the pivotal role of small and medium-sized enterprises, the report advocated for targeted support to help them thrive in the evolving tourism landscape.
Waste management: Tourist waste generation averages 1.6 kg per person per day, which is double the global average. Without intervention and based on trip projections, tourist waste could reach 205 million tonnes annually by 2034 (7% of global solid waste), creating significant management challenges, particularly in destinations with limited processing infrastructure.
To address these opportunities and challenges, WEF proposes ten guiding principles for transformative growth, including fostering responsible innovation, developing crisis-resilient strategies, supporting and empowering local communities, and revitalizing cultural heritage. The report highlights key enablers for implementation and emphasizes that achieving these goals requires a holistic collaboration between the public and private sectors.
Download WEF’s Insight Report 2025 here.
