The year 2024 marks a significant turning point for the global travel industry, as countries like India, the United States, and China continue to shape the future of tourism. The global travel sector saw steady, sustainable growth in 2024, signalling a departure from the explosive surges of previous years. Emerging trends such as “bleisure” tourism, increased demand for meaningful travel experiences, and a focus on sustainability are altering how destinations, companies, and consumers approach to travel.
The rise of India in global tourism
India has become a critical player in the global travel market, with outbound travel increasing by 14% year-on-year in the first half of 2024. This trend is propelled by several factors, such as growing disposable incomes, improved air connectivity, and more relaxed visa policies, which have encouraged millions of Indian citizens to explore international destinations. As a result, India’s contribution to global tourism continues to rise, with more than 15 million Indians travelling abroad. India’s younger population, with a median age of 28, and the influence of social media and celebrities have fuelled the rapid growth of first-time international travellers.
From an economic perspective, India has maintained a strong trajectory, with a GDP growth of 6.7% in the second quarter of 2024, supported by rural consumer spending and favourable agricultural conditions. Tourism has played an integral role in supporting this economic resilience, aligning with the government’s vision of transforming India into a $3 trillion tourism economy by 2047. This vision is being backed by strategic investments in infrastructure and sustainability, alongside an increase in tech investments projected to grow by 14% in 2024.
Travel trends and consumer preferences in 2024
As the global travel industry recovers, there has been a notable shift towards more intentional, transformative travel experiences. More travellers are seeking deeper connections, authenticity, and personalized itineraries rather than simply visiting well-known tourist spots. Southeast Asia remains a preferred destination for Indian travellers, with Thailand, Vietnam, and Bali standing out as top destinations for Millennials and Gen Z.
Meanwhile, the Indian domestic market is witnessing a growing interest in offbeat locations such as Meghalaya, Zanskar, Spiti, and Tawang. These areas offer tranquillity and exclusivity, catering to travellers seeking a departure from traditional tourist hubs. The trend of experiential travel is gaining momentum, with rising demand for activities like eco-tourism and culinary tours that allow travellers to immerse themselves in local cultures and communities.
Additionally, the concept of “bleisure tourism,” combining business and leisure travel, has grown rapidly in 2024. This trend, driven by the increasing popularity of remote work, is now valued at $709.2 billion and is projected to grow at a compound annual growth rate (CAGR) of 19.5%, reaching $4.2 trillion by 2034. Digital nomads and Millennials are particularly drawn to this seamless blend of work and travel, adding a new dimension to global tourism.
Impact of technology on travel marketing
Technological innovations have continued to redefine the travel industry in 2024. The role of artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) has expanded, enabling highly personalised travel experiences. AI-powered tools are now central to planning journeys, from tailored itineraries to hyper-personalised destination recommendations. Additionally, travel marketing has evolved to include more sustainable and eco-friendly options, with companies emphasizing carbon offset programs and environmentally conscious accommodations.
The influence of micro-influencers has also grown in the travel industry, with their niche audiences and authentic connections making them key players in inspiring travel decisions. Social media continues to be a vital platform for storytelling and destination promotion, with brands leveraging visual content to engage and inspire travellers.
EaseMyTrip: growth and adaptation in 2024
As a leading player in the Indian travel market, EaseMyTrip has experienced significant growth in 2024. The company saw a substantial increase in gross booking revenue, rising to ₹2,075.6 crore. A standout performer in its portfolio was the hotel booking segment, which experienced a remarkable 140% year-on-year revenue growth. This growth underscores the company’s effective diversification strategy beyond flight bookings, with a strong focus on expanding its services across travel categories.
EaseMyTrip also made strategic acquisitions, including a 49% stake in Planet Education Australia and a 50% stake in Jeewani Hospitality, which align with its goal of broadening its offerings to create more comprehensive travel experiences. Despite not currently offering niche services like wellness tourism or sports tourism, the company has shown keen interest in emerging trends like eco-tourism and offbeat destinations, reflecting the broader shifts in traveller preferences.
Looking ahead: the future of travel in 2025
As we move into 2025, the travel industry is set to undergo a profound transformation, driven by advancements in technology and the growing demand for sustainable travel options. EaseMyTrip is positioning itself to be at the forefront of this evolution, with a focus on technology-driven solutions that enhance travel management and offer seamless, connected experiences.
In 2025, more Indian travellers are expected to embrace AI tools for personalised travel planning, with a growing number seeking unique, culturally enriched experiences in destinations like Shillong, Baku, and Langkawi. New technologies, such as AI-powered trip planners and CO2 emission tracking tools, will become essential in shaping a more sustainable and personalised travel experience.
Additionally, trends like sports tourism and immersive art or stargazing experiences are gaining traction among Indian travellers. The increasing popularity of live sporting events and multi-sensory journeys reflects broader shifts in how travel is perceived, where it becomes a strategic investment in personal growth and cultural exploration.
Final thoughts: sustainability, technology, and consumer-centric travel
2024 has been a pivotal year for the global travel industry, with India playing a crucial role in its growth. The travel sector’s evolution is heavily influenced by the increasing demand for meaningful, immersive experiences, a shift towards sustainable practices, and the role of technology in shaping the future of travel. The industry is adapting to these changes with innovative solutions, such as AI-driven travel planning and sustainability-focused marketing, ensuring that future travel experiences are not only memorable but also eco-conscious.
For travellers, these shifts mean greater opportunities for personalisation, deeper cultural engagement, and more sustainable choices. As the global tourism industry continues to mature, the focus will increasingly be on balancing growth with environmental responsibility, setting new standards for both the industry and the travellers it serves. – Travel and World Tour
