• Global travel spending could more than triple

The global tourism sector is preparing for a profound transformation in the coming decades. According to the study “The Power of Travel”, conducted by Google and Álvarez & Marsal, the number of international trips will increase from approximately 1.6 billion in 2025 to 3.5 billion in 2050.

This growth will not only be quantitative. Global travel spending could more than triple, rising from $1.8 trillion today to nearly $6 trillion in 2050, driven by increased experiential demand, the rise of new middle classes in emerging markets, and growing consumer sophistication.

However, this growth will be uneven. While Europe and the United States will evolve towards models focused on improving performance and increasing value per visitor, regions such as Asia-Pacific, the Middle East, Africa and Latin America will lead the increase in volume.

• The keys to the new scenario: AI, hyperpersonalization and performance

The report identifies artificial intelligence as one of the two structural objectives of tourism in the future. Its impact will be transversal: from inspiration and travel planning to operational optimization and revenue management.

By 2050, hyper-personalization will be a standard. Travelers (especially tech natives) will have experiences that are fluid, flexible and adapted to their individual preferences. The coexistence between social networks, AI assistants and traditional reservation systems will redefine the marketing ecosystem.

At the same time, operational complexity will increase. Costs will be higher and investors will demand sustainable markets and consistent returns. In this context, profitability becomes a strategic factor, forcing companies and destinations to diversify income, optimize portfolios and automate processes.

Domestic tourism will continue to be a larger volume market, consolidating itself as a key tool for loyalty. Brand building and emotional connection with customers will be decisive in attracting international travelers in the future.

• Spain, the most sought-after international destination by 2050

Furthermore, the report positions Spain as the most sought-after international destination by 2050, with a projected 130 million tourists, surpassing France and consolidating its global leadership. The sector’s growth will be accompanied by a significant increase in average spending per trip, which could reach around €1,500 per visit, compared to just over €1,100 currently.

The geographical redistribution of demand will also be key: Europe will gradually reduce its share as a source region, while Asia-Pacific will become the world’s leading travel engine, with India and China leading the source markets. This new tourism landscape will redefine both international flows and destination positioning strategies.

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