Three Key Questions Answered by Skift's Answer Engine

1. How Would a Recession Impact Global Tourism?

A recession would slow down global tourism growth, according to Skift Research. The organization recently lowered its 2025 global travel growth forecast from 6% to 9% down to 2% to 5% due to U.S. recession and global slowdown risks being higher than at the start of the year. •

Consumers tend to cut back on discretionary spending, including travel, to prioritize essential expenses like food and housing.
Reduced travel demand can lead to a decrease in hotel bookings, airline ticket sales, and overall tourist activity.
However, travelers may choose domestic trips, road travel, and budget accommodations over expensive international vacations or luxury stays during economic uncertainty.

During a recession, travel becomes less of a priority for consumers, and they tend to opt for more affordable options. This shift in behavior can have a significant impact on the tourism industry.

2. What Is the Outlook for Chinese and APAC Outbound Tourism in 2024–2025?

China’s outbound tourism is expected to surpass pre-Covid levels for the first time in 2025, with Chinese travelers projected to make 115 million international trips. According to projections from China Trading Desk, nearly 38% of those travelers will be venturing overseas for the first time in 2025. •

Singapore, Japan, and South Korea are the top three destinations that Chinese travelers prefer.
The Asia-Pacific region is projected to be responsible for 50% of global air passenger growth over the next 15 years.
The region’s share of global leisure spending is expected to jump from 29% in 2023 to 35% in 2025.

The Asia-Pacific region is a key driver of global tourism growth, and its performance is expected to be strong in the coming years. Chinese travelers are playing a significant role in this growth, with many opting for domestic and international trips.

3. Are Travelers Really Prioritizing Sustainability in 2025?

Although there is widespread awareness among travelers about the importance of sustainability, actual behavior doesn’t match their concerns. According to a survey published in Trip.com’s 2024 Sustainable Travel Consumer Report, 92% of respondents acknowledged the importance of sustainable travel, but only 57% said they practiced it.