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Domestic Tourism Market Size, Share, Competitive Landscape and Trend Analysis Report by Location, Mode of Booking, Tour Type and Age Group : Global Opportunity Analysis and Industry Forecast, 2021-2030

CG : Travel & Luxury Travel

Report Code: A13033

Tables: 222

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The domestic tourism market size was valued at $1,226.1 billion in 2020 and is estimated to reach $6,736.1 billion by 2030, registering a CAGR of 13.4 from 2021 to 2030.          

Domestic tourism refers to travelling of residents of a country within their own country. Domestic tourism is closely related to visiting relatives & friends and religious pilgrimages. 

Technology has become basic prerequisite to ensure multiple operations are being carried out immaculately. Technology has always been a supporting factor for the domestic tourism industry. Technology is disrupting the established market with the advent of web-based booking and use of AI and IoT in operation optimizations. Use of such technology  provide seamless customer experience while booking there tourism package is accelerating the growth of the market during the forecast period. 

Natural disasters and outbreak of life threatening diseases severely affect the growth of the domestic tourism market . This is attributed to the fact that natural disasters such as hurricane, earthquake, and tsunami affect the number of people travelling, as these natural calamities damage the public transportation systems as well as disrupt the natural beauty, culture, and economy for either a short or an extended period.

The outbreak of COVID19 has largely curbed the temptation to travel abroad. This is attributed to the lockdown implemented across various countries, which has hampered national and international travel.

The pandemic is having a profound impact on the world, and is still affecting many parts of the world. It is unlikely that the global tourism industry will recover any time soon. It is likely to take two to three years to rebuild the global tourism industry; thus, countries that have been traditional tourist destinations must take appropriate measures to cope with the global health crisis.

During the pandemic, Southeast Asian countries were particularly cautious in opening their borders to foreign travelers, which has led to decline in international tourism. The economic and social consequences are serious. For instance, according to Tourism Authority of Thailand, Thailand is  a country where tourism accounts for 11–12% of the GDP, the number of international tourists dropped by 83% in 2020. This facts signifies that decline in international tourism is likely to offer lucrative opportunities for domestic tourism services providers, which further accelerates the domestic tourism market growth. 

According to the domestic tourism market analysis, the domestic tourism market segmented into location, mode of booking, tour type, age group, and region. On the basis of location, the market is categorized into local or regional travel and interstate travel. By mode of booking, it is bifurcated into online travel agency (OTA) and direct booking. Depending on tour type, it is segregated into conferences/meetings, weekend getaways, adventures tours, organized tours, holidays trip, and others. As per purpose, it is fragmented into below 30 years, 30-41 years, 42-49 years, 50 years, and above. Region wise, it is analyzed across North America (the U.S., Canada, and Mexico), Europe (Germany, the UK, France, Russia, Italy, Spain, Sweden, Switzerland, and rest of Europe), Asia-Pacific (China, India, Japan, Australia, New Zealand, South Korea, Thailand, Malaysia, Philippines, Indonesia, and rest of Asia-Pacific), and LAMEA (Brazil, Argentina, South Africa, Saudi Arabia, United Arab Emirates, Turkey, and rest of LAMEA).

On the basis of location, the interstate travel segment was the highest contributor to the domestic tourism market share. Interstate travelling involves tour of the places that are limited to country border. Interstate travel has gained high traction, as people tend to travel to new places rather than visiting same places, thus, they try to explore best places in the country border. Furthermore, owing to long-term lockdown and ban on international tourism, people have time and chance to explore the places near their cities or famous destinations in their country itself. Thus, all these factors collectively drive the growth of the domestic tourism market 

The local or regional travel segment would witness the faster growth, registering a CAGR of 16.4% during the forecast.

According to the domestic tourism market trends, on the basis of mode of booking, the OTA platform segment was valued at $695.6 billion in 2020, and is expected to grow to $3,516.5 billion by 2030, registering a CAGR of 13.1%. This is attributed to the fact that the OTA platform provides access to huge trips and travel packages. Quick and convenient flight and hotel bookings, rise in customers’ trust in online payment, and ability to compare various available travel options are encouraging people to book their travel packages through OTA platforms.  In addition, OTAs provide market intelligence and tools to locate travelers, protect & process reservations, communicate with guests, and manage reviews, thereby enhancing personalized experiences.

OTA segment would dominate the market, accounting for 56% of the market.

Depending on tour type, the weekend getaways segment accounted for $126.7 billion in 2020, and is estimated to reach $807.6 billion by 2030, exhibiting a CAGR of 15.8%. This is attributed to the fact that weekend getaways do not require detailed planning or large budgets, and can be organized for larger groups. 

Conference/Meetings segment would witness the fastest growth, registering a CAGR of 16.2% during the forecast period.

By age group, the 30-41 years and below 30 years segments collectively accounted for around 62.8% market share in 2020, with the former constituting around 35.2% share in global domestic tourism market during the forecast period. Travelers between the age group of 30-41 are moderate spending groups, but at least 95% of frequent travelers have travel plans once a year. This age group people make up the largest generation, and take the highest number of trips annually. In addition, they prefer spending on unique experiences. Below 30 years age group people are significantly contributing for the growth of the domestic tourism market, as these below 30 years people are budget-conscious and seek for immersive travel experiences. According to the World Tourism Organization, in 2019, nearly 85% of below 30 years travelers get trip planning inspiration from online social networks such as Facebook, Instagram, and Snapchat. They are highly influenced and are often inspired to travel due to social media. Thus, below 30 years age group people are likely to contribute significant share in domestic tourism market during the forecast period.

The 50 years and above age group segment would witness the fastest growth, registering a CAGR of 15.2% during the forecast.

According to the domestic tourism market opportunities. Region wise, Asia-Pacific garnered the major share in domestic tourism market in 2020, and is expected to maintain its dominance throughout the domestic tourism market forecast period.  Asian countries encourage domestic tourism through subsidy programs, travel discounts, and marketing support. In 2019, domestic tourists reached 80 million in Vietnam, while foreign tourists were 15 million in the same year. India accounts for major share in the Asia-Pacific tourism industry, and is the preferred destination for tourists from the region. 

Asia-Pacific is the largest market growing at a CAGR of 12.7% from 2021-2030.

The players operating in the global domestic tourism market have adopted various developmental strategies to expand their market share, increase profitability, and remain competitive in the market. The key players profiled in this report include Abercrombie & Kent USA LLC, Butterfield & Robinson, Cox & Kings Ltd., Kensington Tours, Micato Safari, Scott Dunn Ltd., Tauck, Inc., Thomas Cook India Ltd., Travcoa Corporation, TUI Group, American Express Travel, Carlson Wagonlit Travel, Expedia Group, Inc., JTB Americas, Ltd., Priceline, Travel Leaders Group, and World Travel, Inc..  

Key Benefits For Stakeholders

• The report provides a quantitative analysis of the current trends, estimations, and dynamics of the market size from 2020-2030 to identify the prevailing opportunities.
• Porter’s five forces analysis highlights the potency of buyers and suppliers to enable stakeholders to make profit-oriented business decisions and strengthen their supplier–buyer network.
• In-depth analysis and the market size and segmentation assist to determine the prevailing market opportunities.
• The major countries in each region are mapped according to their revenue contribution to the domestic tourism market. 
• The market player positioning segment facilitates benchmarking and provides a clear understanding of the present position of the market players in the domestic tourism industry.

Key Market Segments  

By Location

• Local or Regional Travel
• Interstate Travel 

By Mode of Booking

• OTA Platform
• Direct Booking 

By Tour Type 

• Conferences/Meetings
• Weekend Getaways
• Adventures Tours
• Organized Tours
• Holidays Trip 

By Age Group 

• Below 30 years
• 30-41 Years
• 42-49 Years
• 50 Years & Above
• Switzerland
• Rest of Europe
• South Korea
• New Zealand
• Philippines
• Rest of Asia-Pacific
• South Africa
• Saudi Arabia
• United Arab Emirates
• Rest of LAMEA  

  Domestic Tourism Market Report Highlights

Analyst Review

Hectic lifestyle leading people to stress and hypertension , which affects physical and mental health, so that people will eventually feel physically and mentally exhausted. A short trip can help people to recover from exhausted bodies and stress, relax minds and body. Thus, people are increasingly planning for weekend and holyday trips along with their family and friends.

The pandemic is having a profound impact on the world, and is still affecting many parts of the world. It is unlikely that the global tourism industry will recover any time soon. It is likely to take at least two to three years for the global tourism industry to recover. Therefore, as a traditional tourist destination, a country must take appropriate measures to deal with the global helath crisis. It is important to consider new measures to encourage potential outbound tourists to meet their needs. However, the domestic tourism industry is keen on domestic tourism and needs to improve the service and marketing system to attract more tourists, especially potential foreign tourists, to accelerate the recovery of the tourism industry. The domestic tourism market has recovered. The domestic tourism industry can seize the opportunity of China's economic recovery and further accelerate growth while strictly preventing and controlling the epidemic. The nature of tourism has changed. Incraesing number of people are prefering short-distance travel rather than long-distance travel when they are on vacation, as they seem to be more concerned about prevention and control measures as well as safety and emergency plans.

Domestic tourism is under-researched most of the times. The United Nations World Tourism Organization has reliable data on domestic tourism in less than a quarter of its member countries. To give full play to the potential of domestic tourism, more domestic tourism data and research are needed. Although the focus of government and academic research is on international tourists, there is a need to better understand many parts of the country’s tourism market. The pandemic provides an opportunity to better understand the differences between the travel behavior, consumption habits, and preferences of international & domestic tourists.

However, surge in number of crime rates, such as kidnaping, pickpocket, and robbery, has led to instability in various destinations, which is negatively imapcting the growth of the domestic tourism market. Political uncertainties, terrorists attack, and natural disasters such as Indian Ocean earthquake and tsunami are some of the key restraining factors of the growth of the global market during the forecast period. 

existing challenges, such as close substitutes and lack of awareness regarding functional pet food benefits, are expected to hamper the growth of the functional pet food market during the forecast period. Furthermore, people usually give foods consumed by humans, such as white rice, dairy products, fish, chicken, and peanut butter, instead of recommended pet food and functional pet food to their pets, which is expected to hinder the growth of the market.

• Travel Destinations
• Luxury Accommodations
• Travel Packages
• Adventure Travel
• Travel Experiences
• Adventure Destinations
• Sustainable Travel
• Outdoor Activities

The domestic tourism market size was valued at $1,226.1 billion in 2020 and is estimated to reach $6,736.1 billion by 2030

13.4% is the CAGR of domestic tourism market.

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2020 is the base year calculated in the Domestic Tourism market report.

Abercrombie & Kent USA LLC, Butterfield & Robinson, Cox & Kings Ltd., Kensington Tours, Micato Safari, Scott Dunn Ltd., Tauck, Inc., Thomas Cook India Ltd., Travcoa Corporation and TUI Group are some of the top companies in the domestic tourism Market

The domestic tourism market segmented into location, mode of booking, tour type, age group, and region.

Asia Pacific market holds the maximum market share of the Domestic Tourism Market.

LAMEA region is likely to provide more business opportunities for Domestic Tourism Market in future.

COVID-19 negatively impacted the growth of the domestic tourism market.

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Domestic Tourism Market

Global Opportunity Analysis and Industry Forecast, 2021-2030

• Consumer Goods and Services
• Outdoor and Recreation

Domestic Tourism Market

Global Domestic Tourism Market Size, Share, Growth, Trends, Forecast: By Location: Local Travel, Interstate Travel; By Mode of Booking: OTA, Direct Booking; By Tour Type: Conferences/Meetings, Weekend Getaways, Adventure Tours, Spiritual/Cultural, Sports, Others; By Age Group; Regional Analysis; Competitive Landscape; 2024-2032

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Global Domestic Tourism Market Outlook

The global domestic tourism market size reached approximately USD 1.87 billion in 2023. The market is projected to grow at a CAGR of 15.2% between 2024 and 2032, reaching a value of around USD 6.67 billion by 2032.

Key Trends in the Market

Domestic tourism can be defined as the act of individuals or groups travelling and exploring within their own country, rather than venturing abroad. This form of tourism encompasses leisure, recreation, and cultural activities undertaken by residents within their national boundaries.

• One of the primary factors driving the domestic tourism market growth is the changing preferences of travellers. Many individuals are seeking more authentic and immersive travel experiences, desiring to explore the hidden gems and cultural diversity within their own country. Domestic travel allows for a deeper connection to local communities, traditions, and heritage, fostering a sense of pride and appreciation for one's own nation.
• Marketing and promotional campaigns stand as some of the most influential domestic tourism market trends. Tourism boards, travel agencies, and destination marketing organisations have been actively promoting domestic travel through strategic advertisements, social media campaigns, and targeted promotions. Through these advertising efforts, organisations aim to spread awareness about the diverse tourist attractions within a country.
• According to the domestic tourism market analysis, changing working dynamics have contributed to the rise of microcations and short getaways. Individuals are increasingly seeking ways to balance their professional commitments with leisure time, leading to a growing demand for shorter, more frequent trips. Domestic travel offers the convenience of easy accessibility, reduced travel time, and flexibility in planning. This trend is further fuelled by remote work arrangements, allowing individuals to work from anywhere and combine work and leisure in a single trip, which enhances the domestic tourism market demand.

Market Analysis

Based on location, the market is bifurcated into local travel and interstate travel. On the basis of the mode of booking, the market can be divided into OTA and direct booking. The market, based on tour type, is categorised into conferences/meetings, weekend gateways, adventure tours, spiritual/cultural, and sports, among others.

The domestic tourism market segmentation, based on age group, includes those below 30 years, 30-49 years, and 50 years and above. The major regional markets for domestic tourism are North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa.

The comprehensive EMR report provides an in-depth assessment of the market based on Porter's five forces model along with giving a SWOT analysis. The report gives a detailed analysis of the following key players in the global domestic tourism market, covering their competitive landscape and the latest developments like mergers, acquisitions, investments, and expansion plans.

• Cox & Kings Ltd.
• Thomas Cook Tourism
• Kensington Tours Ltd.
• Micato Safaris, Inc.
• Abercrombie & Kent USA, LLC
• Wyndham Destinations, Inc
• La Vacanza Travel
• Butterfield & Robinson Inc
• Scott Dunn Limited

Market Share by Tour Type

Adventure travel accounts for a significant portion of the global domestic tourism market share. This form of leisure entails engaging in outdoor activities and immersing oneself in unique surroundings. Adventurers actively seek out opportunities that entail a certain level of risk and excitement, as well as personal growth. They are drawn to remote and exotic corners of the globe, eager to embrace challenges and discover tranquillity in unfamiliar territories.

Market Share by Regions

During the forecast period, Europe is expected to significantly enhance the domestic tourism market value. Renowned for its captivating blend of historical significance, diverse cultures, and awe-inspiring natural landscapes, Europe boasts some of the world's most celebrated cities and nations. With a wide range of destinations to choose from, travellers can immerse themselves in a tapestry of rich histories, explore varied traditions, and indulge in the breathtaking beauty of Europe's natural wonders.

Competitive Landscape

Cox & Kings Ltd, established in 1758, is a renowned travel and tourism company with an extensive legacy. As one of the world's oldest travel companies, Cox & Kings holds a distinguished position in the tourism sector. Headquartered in Maharashtra, India, the company offers a comprehensive suite of travel services encompassing domestic and international holiday packages, corporate travel solutions, trade fair arrangements, foreign exchange services, and visa processing.

Thomas Cook (India) Limited is a leading travel and tourism company based in India. It is a subsidiary of Fairfax Financial Holdings, a global investment and insurance holding company. Thomas Cook (India) Limited, since its acquisition in August 2012, acts as a separate entity from the original Thomas Cook Group, which faced liquidation in 2019.

Kensington Tours Ltd. is a distinguished luxury tour operator that specialises in providing tailor-made travel experiences. Founded in 1999 and headquartered in Toronto, Canada, Kensington Tours is dedicated to curating customised itineraries for discerning individual travellers and small groups. Its expertise lies in creating exceptional and immersive journeys to a variety of global destinations.

Other domestic tourism market players include Micato Safaris, Inc., Abercrombie & Kent USA, LLC, Wyndham Destinations, Inc, TUI Group, La Vacanza Travel, Butterfield & Robinson Inc, and Scott Dunn Limited, among others.

Key Highlights of the Report

*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.

1    Preface     2    Report Coverage – Key Segmentation and Scope 3    Report Description     3.1    Market Definition and Outlook     3.2    Properties and Applications     3.3    Market Analysis     3.4    Key Players 4    Key Assumptions 5    Executive Summary     5.1    Overview     5.2    Key Drivers     5.3    Key Developments     5.4    Competitive Structure     5.5    Key Industrial Trends 6    Market Snapshot     6.1    Global     6.2    Regional 7    Opportunities and Challenges in the Market 8    Global Domestic Tourism Market Analysis     8.1    Key Industry Highlights     8.2    Global Domestic Tourism Historical Market (2018-2023)      8.3    Global Domestic Tourism Market Forecast (2024-2032)     8.4    Global Domestic Tourism Market by Location         8.4.1    Local Travel             8.4.1.1    Historical Trend (2018-2023)             8.4.1.2    Forecast Trend (2024-2032)         8.4.2    Interstate Travel             8.4.2.1    Historical Trend (2018-2023)             8.4.2.2    Forecast Trend (2024-2032)     8.5    Global Domestic Tourism Market by Mode of Booking         8.5.1    OTA             8.5.1.1    Historical Trend (2018-2023)             8.5.1.2    Forecast Trend (2024-2032)         8.5.2    Direct Booking             8.5.2.1    Historical Trend (2018-2023)             8.5.2.2    Forecast Trend (2024-2032)     8.6    Global Domestic Tourism Market by Tour Type         8.6.1    Conferences/Meetings             8.6.1.1    Historical Trend (2018-2023)             8.6.1.2    Forecast Trend (2024-2032)         8.6.2    Weekend Getaways             8.6.2.1    Historical Trend (2018-2023)             8.6.2.2    Forecast Trend (2024-2032)         8.6.3    Adventure Tours             8.6.3.1    Historical Trend (2018-2023)             8.6.3.2    Forecast Trend (2024-2032)         8.6.4    Spiritual/Cultural             8.6.4.1    Historical Trend (2018-2023)             8.6.4.2    Forecast Trend (2024-2032)         8.6.5    Sports             8.6.5.1    Historical Trend (2018-2023)             8.6.5.2    Forecast Trend (2024-2032)         8.6.6    Others     8.7    Global Domestic Tourism Market by Age Group         8.7.1    Below 30 Years             8.7.1.1    Historical Trend (2018-2023)             8.7.1.2    Forecast Trend (2024-2032)         8.7.2    30-49 Years             8.7.2.1    Historical Trend (2018-2023)             8.7.2.2    Forecast Trend (2024-2032)         8.7.3    50 Years and Above             8.7.3.1    Historical Trend (2018-2023)             8.7.3.2    Forecast Trend (2024-2032)     8.8    Global Domestic Tourism Market by Region         8.8.1    North America             8.8.1.1    Historical Trend (2018-2023)              8.8.1.2    Forecast Trend (2024-2032)         8.8.2    Europe             8.8.2.1    Historical Trend (2018-2023)              8.8.2.2    Forecast Trend (2024-2032)         8.8.3    Asia Pacific             8.8.3.1    Historical Trend (2018-2023)              8.8.3.2    Forecast Trend (2024-2032)         8.8.4    Latin America             8.8.4.1    Historical Trend (2018-2023)              8.8.4.2    Forecast Trend (2024-2032)         8.8.5    Middle East and Africa             8.8.5.1    Historical Trend (2018-2023)              8.8.5.2    Forecast Trend (2024-2032) 9    North America Domestic Tourism Market Analysis     9.1    United States of America          9.1.1    Historical Trend (2018-2023)          9.1.2    Forecast Trend (2024-2032)     9.2    Canada         9.2.1    Historical Trend (2018-2023)          9.2.2    Forecast Trend (2024-2032) 10    Europe Domestic Tourism Market Analysis     10.1    United Kingdom         10.1.1    Historical Trend (2018-2023)          10.1.2    Forecast Trend (2024-2032)     10.2    Germany         10.2.1    Historical Trend (2018-2023)          10.2.2    Forecast Trend (2024-2032)     10.3    France         10.3.1    Historical Trend (2018-2023)          10.3.2    Forecast Trend (2024-2032)     10.4    Italy         10.4.1    Historical Trend (2018-2023)          10.4.2    Forecast Trend (2024-2032)     10.5    Others 11    Asia Pacific Domestic Tourism Market Analysis     11.1    China         11.1.1    Historical Trend (2018-2023)          11.1.2    Forecast Trend (2024-2032)     11.2    Japan         11.2.1    Historical Trend (2018-2023)          11.2.2    Forecast Trend (2024-2032)     11.3    India         11.3.1    Historical Trend (2018-2023)          11.3.2    Forecast Trend (2024-2032)     11.4    ASEAN         11.4.1    Historical Trend (2018-2023)          11.4.2    Forecast Trend (2024-2032)     11.5    Australia         11.5.1    Historical Trend (2018-2023)          11.5.2    Forecast Trend (2024-2032)     11.6    Others 12    Latin America Domestic Tourism Market Analysis     12.1    Brazil         12.1.1    Historical Trend (2018-2023)          12.1.2    Forecast Trend (2024-2032)     12.2    Argentina         12.2.1    Historical Trend (2018-2023)          12.2.2    Forecast Trend (2024-2032)     12.3    Mexico         12.3.1    Historical Trend (2018-2023)          12.3.2    Forecast Trend (2024-2032)     12.4    Others 13    Middle East and Africa Domestic Tourism Market Analysis     13.1    Saudi Arabia         13.1.1    Historical Trend (2018-2023)          13.1.2    Forecast Trend (2024-2032)     13.2    United Arab Emirate         13.2.1    Historical Trend (2018-2023)          13.2.2    Forecast Trend (2024-2032)     13.3    Nigeria         13.3.1    Historical Trend (2018-2023)          13.3.2    Forecast Trend (2024-2032)     13.4    South Africa         13.4.1    Historical Trend (2018-2023)          13.4.2    Forecast Trend (2024-2032)     13.5    Others 14    Market Dynamics     14.1    SWOT Analysis         14.1.1    Strengths         14.1.2    Weaknesses         14.1.3    Opportunities         14.1.4    Threats     14.2    Porter’s Five Forces Analysis           14.2.1    Supplier’s Power         14.2.2    Buyer’s Power         14.2.3    Threat of New Entrants         14.2.4    Degree of Rivalry         14.2.5    Threat of Substitutes     14.3    Key Indicators for Demand     14.4    Key Indicators for Price  15    Competitive Landscape     15.1    Market Structure     15.2    Company Profiles         15.2.1    Cox & Kings Ltd.             15.2.1.1    Company Overview             15.2.1.2    Product Portfolio             15.2.1.3    Demographic Reach and Achievements             15.2.1.4    Certifications         15.2.2    Thomas Cook (India) Limited             15.2.2.1    Company Overview             15.2.2.2    Product Portfolio             15.2.2.3    Demographic Reach and Achievements             15.2.2.4    Certifications         15.2.3    Kensington Tours Ltd.             15.2.3.1    Company Overview             15.2.3.2    Product Portfolio             15.2.3.3    Demographic Reach and Achievements             15.2.3.4    Certifications         15.2.4    Micato Safaris, Inc.             15.2.4.1    Company Overview             15.2.4.2    Product Portfolio             15.2.4.3    Demographic Reach and Achievements             15.2.4.4    Certifications         15.2.5    Abercrombie & Kent USA, LLC             15.2.5.1    Company Overview             15.2.5.2    Product Portfolio             15.2.5.3    Demographic Reach and Achievements             15.2.5.4    Certifications         15.2.6    Wyndham Destinations, Inc             15.2.6.1    Company Overview             15.2.6.2    Product Portfolio             15.2.6.3    Demographic Reach and Achievements             15.2.6.4    Certifications         15.2.7    TUI Group             15.2.7.1    Company Overview             15.2.7.2    Product Portfolio             15.2.7.3    Demographic Reach and Achievements             15.2.7.4    Certifications         15.2.8    La Vacanza Travel             15.2.8.1    Company Overview             15.2.8.2    Product Portfolio             15.2.8.3    Demographic Reach and Achievements             15.2.8.4    Certifications         15.2.9    Butterfield & Robinson Inc             15.2.9.1    Company Overview             15.2.9.2    Product Portfolio             15.2.9.3    Demographic Reach and Achievements             15.2.9.4    Certifications         15.2.10    Scott Dunn Limited             15.2.10.1    Company Overview             15.2.10.2    Product Portfolio             15.2.10.3    Demographic Reach and Achievements             15.2.10.4    Certifications         15.2.11    Others   16    Key Trends and Developments in the Market

List of Key Figures and Tables

1.    Global Domestic Tourism Market: Key Industry Highlights, 2018 and 2032  2.    Global Domestic Tourism Historical Market: Breakup by Location (USD Billion), 2018-2023 3.    Global Domestic Tourism Market Forecast: Breakup by Location (USD Billion), 2024-2032 4.    Global Domestic Tourism Historical Market: Breakup by Mode of Booking (USD Billion), 2018-2023 5.    Global Domestic Tourism Market Forecast: Breakup by Mode of Booking (USD Billion), 2024-2032 6.    Global Domestic Tourism Historical Market: Breakup by Tour Type (USD Billion), 2018-2023 7.    Global Domestic Tourism Market Forecast: Breakup by Tour Type (USD Billion), 2024-2032 8.    Global Domestic Tourism Historical Market: Breakup by Age Group (USD Billion), 2018-2023 9.    Global Domestic Tourism Market Forecast: Breakup by Age Group (USD Billion), 2024-2032 10.    Global Domestic Tourism Historical Market: Breakup by Region (USD Billion), 2018-2023 11.    Global Domestic Tourism Market Forecast: Breakup by Region (USD Billion), 2024-2032 12.    North America Domestic Tourism Historical Market: Breakup by Country (USD Billion), 2018-2023 13.    North America Domestic Tourism Market Forecast: Breakup by Country (USD Billion), 2024-2032 14.    Europe Domestic Tourism Historical Market: Breakup by Country (USD Billion), 2018-2023 15.    Europe Domestic Tourism Market Forecast: Breakup by Country (USD Billion), 2024-2032 16.    Asia Pacific Domestic Tourism Historical Market: Breakup by Country (USD Billion), 2018-2023 17.    Asia Pacific Domestic Tourism Market Forecast: Breakup by Country (USD Billion), 2024-2032 18.    Latin America Domestic Tourism Historical Market: Breakup by Country (USD Billion), 2018-2023 19.    Latin America Domestic Tourism Market Forecast: Breakup by Country (USD Billion), 2024-2032 20.    Middle East and Africa Domestic Tourism Historical Market: Breakup by Country (USD Billion), 2018-2023 21.    Middle East and Africa Domestic Tourism Market Forecast: Breakup by Country (USD Billion), 2024-2032 22.    Global Domestic Tourism Market Structure

What was the domestic tourism market size in 2023?

In 2023, the market reached a value of about USD 1.87 billion.

What is the growth rate of the global domestic tourism market?

The market is projected to grow at a CAGR of 15.2% between 2024 and 2032.

What is the forecast outlook of the domestic tourism market for 2024-2032?

The market is estimated to witness a healthy growth in the forecast period of 2024-2032 to reach a value of around USD 6.67 billion by 2032.

What are the major market drivers?

The market for domestic tourism is being driven by the changing preferences of people to explore their own country and the increasing demand for affordable tourism packages.

What are the key trends in the market?

The major trends propelling the market growth are the rising prevalence of promotional campaigns by governments and private organisations and the working demographic seeking short trips and leisure activities.

What are the major regional markets for domestic tourism, according to the EMR report?

The major regional market includes North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa.

What are the major tour types considered in the market report?

The major tour types considered in the market report include conferences/meetings, weekend gateways, adventure tours, spiritual/cultural, and sports, among others.

Who are the key market players, according to the domestic tourism market report?

The key players in the market are Cox & Kings Ltd., Thomas Cook (India) Tourism, Kensington Tours Ltd., Micato Safaris, Inc., Abercrombie & Kent USA, LLC, Wyndham Destinations, Inc, TUI Group, La Vacanza Travel, Butterfield & Robinson Inc, and Scott Dunn Limited, among others.

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Industry Statistics

• Domestic Tourism Market
• Hospitality & Tourism

Domestic Tourism Market Research Report - Segmentation By Location (Local or Regional Travel and Interstate Travel), Mode of Booking (OTA Platform, Direct Booking), By Tour Type (Conference/Meetings, Weekend Gateways, Adventure Tours, Organized Tours, Holiday Trips and Others), By Age group (Below 30 Years, 30-41 Years, 42-49 Years, 50 Years and Above) – Demand Analysis and Opportunity Outlook 2028.

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• Description

Domestic Tourism Market Size (2023-2028):

The Global Domestic Tourism Market was worth US$ 1.55 billion in 2022 , and it is estimated to reach a valuation of US$ 3.25 billion by the end of 2028 , expanding at an annual growth rate of (CAGR) of 13.39% during the forecast period.

Market Overview:

Domestic Tourism is referred to tourism that involves residents of one country traveling within their own country and does not involve crossing international borders at entry points. It means visits within their own country by visitors who are residents of their own country. In Domestic tourism, people like to travel and explore their nearby places. Domestic tourism involves local, regional, or interstate travel. The population can book their travel through Online Booking Agencies (OTA) or through direct booking. There are different types of tour and travel packages available in the market, people have the option to choose according to their budget and willingness to travel. The government of several nations worldwide are taking important initiatives and increasing their spending in order to raise tourism and employment of the population which further boost the growth of domestic tourism in the market during the period between 2023 and 2028.

Market Drivers:

The driving force of the Domestic Tourism Market is the increasing disposable income of the population particularly of the middle class.

The middle-class population in several nations is increasing along with increasing income and therefore drives the growth of the domestic tourism market. The rise in the inclination of the population toward unique and exotic holiday experiences. The people are showing their interest in visiting unique places within their own country's boundaries and want to have unique experiences by visiting exotic places.

The increased exposure of people to different forms of social media has enhanced their knowledge about various trends and various tourist places. Social media is increasingly working as a pseudo-travel agent. Customers are increasingly opting for those places where they know people have stayed or previously traveled there. In addition to it, they refer to reviews and insights detailed on various social networking sites. Therefore, the use of social media for promotion is driving the growth of the tourism market.

The growing trend of rural and nature tourism is increasing after the stringent lockdown of pandemics. The people are likely to prefer rural and nature tourism. Rural tourism includes agricultural tourism, gastronomic tourism, and health tourism which are prominent. The surging demand for rural tourism is going to propel the growth of the domestic tourism market.

The increasing trend and ease of online booking are fueling the growth of the market. Additionally, mobile applications, big data analytics, and artificial intelligence is evolving together to propel the domestic tourism industry.

Market Restraints:

An increase in tourism and crime rate, political uncertainty, and natural calamities along with inadequate support infrastructure challenging market expansion are the factors that restrict the growth of the domestic tourism market.

DOMESTIC TOURISM MARKET REPORT COVERAGE:

Market Segmentation:

Domestic Tourism Market - By Location:

• Local or Regional Travel
• Interstate Travel

Based on Location, the global domestic Tourism Market is segmented into Local or Regional Travel and Interstate Travel. The Interstate travel segment is dominating the market. Interstate traveling involves tours of places that are limited to the country's border. Interstate travel has gained much popularity because people like to visit different places rather than visiting the same place, thus demand to tour other states within the country Furthermore, due to pandemic restricts and ban on international tourism, people are getting a chance to explore the near places or famous destination in their country itself. Thus, all these factors further drive the growth of the domestic tourism market.

Domestic Tourism Market - By Mode of Booking:

• OTA Platform
• Direct Booking

Based on the Mode of Booking, the global domestic Tourism Market is segmented into the OTA Platform and Direct Booking. The OTA segment is dominating and will dominate the domestic tourism market during the forecast period as the OTA platform provides access to huge trips and travel packages. OTA platform offers quick and convenient flight and hotel bookings, rising customers’ trust in online payment, and allows for comparing various available travel options that encourage customers to book their trips through the OTA platform. Additionally, OTAs provide intelligence and smart tools in order to locate travelers, protect & process reservations, communicate with guests, and manage reviews and therefore enhancing the customer’s personal experience.

Domestic Tourism Market - By Tour Type:

• Conference/Meetings
• Weekend Gateways
• Adventure Tours
• Organized Tours
• Holiday Trips

Based on Tour type, the global domestic Tourism Market is segmented into Conferences/Meetings, Weekend Gateways, Adventure Tours, Organized Tours, Holiday Trips, and Others. The weekend gateways segment is dominating the marketing as it does not require detailed planning or large budgets. Also, it can be organized for large groups.

Domestic Tourism Market - By Age Group:

• Below 30 Years
• 30-41 Years 42-49 Years
• 50 Years and Above

Based on the Age Group, the global domestic Tourism Market is segmented into Below 30 Years, 30-41 Years, 42-49 Years, and 50 Years and Above. The Age group below 30 years and 30-41 years collectively hold around 68.2% of the market share in 2020. Travels between the age group 30-41 years are moderate spending groups. However, 95% of this age group are frequent travelers and have travel plans once a year. This age group denotes the largest generation and has a large number of trips annually and is likely to spend on unique experiences. On the other, for those below 30 years of age group, travelers are budget conscious and seek immersive travel experiences. They are highly influenced or inspired to travel due to social media. Therefore, below 30 years of age group people is going to boost the domestic tourism market growth in the forecast period.

Market Regional Analysis:

The Global Domestic Tourism Market has been categorized into four regions:

• North America
• Asia Pacific
• Latin America
• Middle East & Africa

North America is expected to have a significant share of the domestic tourism market during the forecast period. The United States of this region is the top country for domestic travel and tourism spending in the world. In 2019, domestic travel and tourism spending in the United States of America was USD$899.3 billion which is 21.14% of the global domestic travel and tourism spending. The high disposable income and increasing stress levels during the pandemic are going to boost the domestic tourism market in this region.

The emergence of the middle class is growing in this region and now Asia-Pacific has citizens with increasing disposable income which is going to increase domestic tourism in this region. In

Asia-Pacific region, China is the largest contributor to GDP through travel and tourism and it is the third most visited country in the world. Asia-Pacific also scores above the global average for ground and port infrastructure as well as the pillars of the Enabling Environment subindex. Japan has a large economy and provides an expansive domestic market for tourism. Also, the nature and the diverse culture in the APAC region are driving the growth of domestic tourism in this region.

In Europe, domestic tourism is a significant part of the European Travel and Tourism industry along with international tourism. Domestic spending by far dominated the distribution of travel and tourism spending in Europe in 2020 and nearly three-quarters of all travel spending is coming from domestic tourism alone. In this region, some countries spend more on domestic travel than others. Germany and France were the dominating European countries that have the highest expenditure on domestic trips and each spent around 50 billion euros. The spending power of the countries in domestic travel is expected to drive the growth of the domestic tourism market.

Leading Company:

Booking Holding Inc had the largest share of the world’s Domestic Tourism in terms of sales revenue in 2020.

Covid-19 Impact on Global Domestic Tourism Market: 

The COVID-19 outbreak has had a significant impact on Global Domestic Tourism due to strict lockdowns, travel restrictions, and social distancing imposed by governing bodies of several nations. The lockdown across various countries has hampered international as well as domestic travel. Several countries itself has not opened their border to international tourism. For instance, there was an 83% drop in internal tourists in 2020. In the initial phase of COVID, people itself were not willing to go outside, but with the long-term effects of coronavirus and a large number of vaccinated population; now population like to choose to visit and explore their regional or interstate tourist places in order to release worst memories of this outbreak. Owing to this region, the demand for domestic tourism will increase which will further boost the growth of the Domestic Tourism Market in the projected period between 2022 and 2027

Market Key Players:

Some of the leading companies operating in the Global Domestic Tourism Market are 

• Abercrombie & Kent USA LLC
• Butterfield & Robinson
• Cox & Kings Ltd.
• Kensington Tours
• Micato Safari
• Scott Dunn Ltd.
• Tauck, Inc.
• Thomas Cook India Ltd.
• Travcoa Corporation

Market Recent Developments:

• In October 2021, Abercrombie & Kent introduced “ Wings Over Mexico ” which is the newest addition to A&K’s lineup. “Wings Over Mexico” is a journey that showcases the rich cultural diversity and scenery found south of the border beyond the beaches and all-inclusive resorts.
• In Feb 2021, Expedia launched the “Emergency Accommodation Portal”   in order to assist in providing real-time hotel information
• In July 2021, Wheels Up (is leader in private aviation) and Abercrombie & Kent (the world’s leading luxury travel company) announced a strategic partnership to offer Wheels Up Members bespoke travel experiences by utilizing the Wheels Up feet in North America and private small group journeys in international destinations.

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Frequently Asked Questions

What is the size of the domestic tourism market? +

The domestic tourism market size was estimated at US$ 1.55 billion in 2022 and is estimated to reach US$ 23.25 billion in 2028

What is the domestic tourism market growth? +

The domestic tourism market is expected to grow at a compound annual growth rate of 13.39% from 2023 and 2028 to reach USD$ 3.25 billion in 2028

Which are the major opportunity areas of the domestic tourism market? +

The growing willingness of people to explore their native places and negative effects of pandemic worldwide is driving the growth of the domestic tourism.

Which region holds the largest market of domestic tourism? +

Asia-Pacific accounted for the largest market share of domestic tourism.

What is the competitive scenario of the top players in domestic tourism market? +

There is an increase in new travel packages and offers, expansions and mergers & acquisitions by the key players such as Booking.com, Expedia Group.

Which segment is dominating in this market? +

Weekend gateway is the dominating segment because most of the people prefer to travel and have god time on their weekends which propels the growth of the domestic tourism market.

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UN Tourism | Bringing the world closer

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The UN Tourism Data Dashboard – provides statistics and insights on key indicators for inbound and outbound tourism at the global, regional and national levels. Data covers tourist arrivals, tourism share of exports and contribution to GDP, source markets, seasonality, and accommodation (data on number of rooms, guest, and nights). It also features a Tourism Recovery Tracker and a Policy tracker as part of UN Tourism´s COVID-19 response.

The UN Tourism World Tourism Barom eter monitors short-term tourism trends on a regular basis to provide global tourism stakeholders with up-to-date analysis on international tourism.

Impact assessment

It is early to assess the impact of the Russian Federation’s military offensive in Ukraine, though it represents a major downside risk for international tourism that could delay the sector’s already weak and uneven recovery .

Market Intelligence Reports

UN Tourism publishes a number of market intelligence reports every year, covering trends analysis, products, segments and markets. Information on the contents of these publications is provided here.

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Impact of covid-19 on tourism.

The COVID-19 pandemic has caused an unprecedented impact on tourism, with a sharp decline in international arrivals of 73% in 2020 and 71% in 2021. 

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• Domestic Tourism

Domestic Tourism Market Size, Share & Trends Analysis Report By Tour Type (Adventure, Spiritual/Cultural, Sports, Weekend Getaways), By Tourism Type, By Mode Of Booking, By Region, And Segment Forecasts, 2023 - 2030

• January 2023
• Region: Global
• Grand View Research
• ID: 5734461
• Description

Table of Contents

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Domestic Tourism Market Report Highlights

• Domestic Tourism was valued at USD 1,670.32 billion in 2022 and is expected to register a CAGR of 17.0% over the forecast period. Domestic tourism is a tool that governments use to address local poverty, create jobs and economic growth, upgrade infrastructure, and relieve the strain of overpopulation. Instances of such strategies include discretionary pricing policies and the provision of non-wage tourism benefits
• Adventure segment was valued a USD 551.8 billion in 2022 and is expected to reach USD 1,846.2 Billion by 2030. A trip that involves adventure tourism comprises at least two of the three elements of physical exercise, exposure to the outdoors, and cultural immersion. Risk and some skill from the visitor are frequently involved
• Interstate travel segment is expected to witness substantial growth over the forecast period with a CAGR of 17.5% from 2022 to 2030. The non-leisure routes connecting major metro cities to II or III-tier locations continue to show more demand as people return to or after celebrating holidays with their relatives or loved ones. Interstate passengers are seen to be lured to less travelled areas
• Online segment is expected to witness substantial growth over the forecast period with a CAGR of 18.1% from 2022 to 2030. Online mode of operations is the recent trend in tour and travel industry. Online mode helps tour operators to increase their reach to the customers; online operation leads to cost reduction because of which tour operators can provide the discount to their customers
• Europe region was valued a USD 650.91 billion in 2022 and is expected to reach USD 2,247.2 billion by 2030. The European Union (EU) aims to promote tourism in order to maintain the region's position as a leading destination, and maximize the industry's contribution to growth and employment
• Abercrombie & Kent USA LLC
• Expedia Group
• Cox and Kings Ltd
• Kensington Tours
• Micato Safari
• Scott Dunn Ltd.
• Thomas Cook India Ltd
• La Vacanza Travel
• Butterfield & Robinson

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• Market Segmentation in Tourism (What It Is & Why It Matters)

Pete Sherwood , Director of Content Strategy

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March 22, 2023 | Reach an Audience

Originally published April 11, 2017 Updated March 26, 2023

As the tourism industry continues to advance, competition among businesses intensifies. To excel, you must understand your customers’ diverse needs and preferences.

This is where travel market segmentation comes in. This process divides a larger market into smaller groups of consumers with similar needs and characteristics.

Market segmentation is essential for travel and tourism businesses to effectively reach and engage with their target audience.

By identifying specific travel segments, such as solo travelers, adventure seekers, or luxury travelers, you can tailor your offerings and marketing messages to meet their unique needs.

In fact, a report by McKinsey & Company shows 71% of consumers expect companies to deliver personalized interactions .

This report indicates the increasing significance of market segmentation in the tourism industry. Companies that excel at demonstrating customer intimacy generate faster revenue growth rates than their peers.

In this blog post, I’ll explore the importance of market segmentation in tourism, why it’s important, and how you can use it to improve your marketing strategy.

What Is Market Segmentation in Tourism?

Market segmentation in tourism is the process of dividing the market into smaller groups of consumers with similar needs or characteristics . This helps tourism businesses tailor their offerings and marketing messages. Travel market segmentation also increases customer satisfaction and loyalty.

Why Is Market Segmentation Important in the Tourism Industry?

Travel market segmentation is a crucial strategy in the tourism industry. Travel segments divide customers into distinct groups based on their needs, interests, behaviors, and demographics.

Travel segments also help businesses tailor their marketing efforts and develop targeted products and services for each group. As a result, travel and tourism companies can maximize revenue and customer satisfaction.

Here are some key reasons why market segmentation is important in the tourism industry:

Helps businesses understand their customers : By segmenting the market, you can better understand your customers and create more personalized experiences and products.

Allows for targeted marketing : Customer segments help you create marketing messages and campaigns tailored to each unique group. This can increase the effectiveness of your marketing efforts and improve customer engagement.

Increases customer satisfaction : Offering products and services customized to your customers will likely satisfy their experience. This can lead to repeat business and positive word-of-mouth.

Boosts revenue : Creating targeted products and services that appeal to specific customer segments can increase revenue. You can attract and retain more customers, which improves profitability.

What Are the 4 Types of Traveler Segmentation?

There are several different ways to segment the travel market. The four main tourism market segments include:

• Demographic segmentation in tourism : Dividing customers based on age, gender, income, education, and other demographic factors.
• Geographic segmentation in tourism : Segmenting customers based on location, such as country, region, or city.
• Psychographic segmentation in tourism : Dividing customers based on their lifestyle, interests, values, and personality traits.
• Behavioral segmentation in tourism : Segmenting customers based on their behaviors and actions, such as travel frequency, spending habits, and travel motivations.

Using these travel segments, you can develop targeted marketing strategies, improve customer satisfaction, increase loyalty, and boost revenue.

For instance, a business that focuses on adventure travel may target customers with a high interest in outdoor activities and a willingness to take risks.

Some popular segment names for the travel and tourism industry are escapists, learners, planners, and dreamers.

What Are Examples of Market Segmentation in Tourism?

Here are five brief tourism market segmentation examples. They illustrate how businesses can tailor their offerings to specific customer needs.

• Hotel targeting business travelers by offering conference rooms and fast Wi-Fi.
• Tour company targeting adventure seekers by offering hiking and extreme sports packages.
• Cruise line targeting families by offering kid-friendly activities and childcare services.
• Luxury resort targeting customers with a high income and a preference for exclusive amenities and experiences.
• A destination marketing organization targeting retirees by promoting cultural events and attractions.

Businesses that leverage tailored travel segments gain a competitive edge in the tourism industry.

Seize the (Micro) Moment in Travel Market Segmentation

Market segmentation in tourism requires you to think critically about your target audience and how they move through the customer journey.

Often, tourism and travel market segments are created by one, or a combination, of the following:

• Age / life stage (e.g., millennial, retiree)
• Socioeconomic status
• Type of travel (e.g., business, leisure, extended stay)

With online research easier and more portable than ever, we like to think about travel segments a little differently.

Travel brands and destination marketers should consider the moments your potential customers may jump online from their phone or computer—as the biggest marketing opportunity.

While the who still matters when you’re trying to reach an audience—the when is more vital than ever.

For example, think about how you planned your last vacation. If you were like most, you bounced back and forth between dreaming about and loosely planning your next getaway—zooming in on a destination and quickly bouncing around in search of inspiration only to zoom out and consider all the options yet again.

This quick spurt of research to answer an immediate need (usually turning to a search engine) has been coined “a micro-moment” by Google.

Such micro-moments represent a huge opportunity for destination marketing organizations and are the key to attracting and earning a savvy traveler’s consideration.

Often, we pull in focus groups to test our theories on user motivation and needs.   From on-paper prototypes and discussion groups to high-fidelity wireframes and user-experience videos—we pick from our bag of user-testing methods to ensure content and calls-to-action are placed in the best places possible.

How to Use Travel Segments in Your Marketing Strategy

What if your brand or location could be in front of your potential customers during the exact moments they are dreaming about getting away, planning their visit, and eventually booking their vacation? What content should you create at what moments?

Knowing how to leverage travel market segmentation and the power of micro-moments is the key to upping your travel industry marketing game.

It’s how you keep your messaging laser focused and your audience satisfied. As a result, your travel or tourism company will see increased customer satisfaction, loyalty, and revenue!

Market Segmentation in Tourism FAQ

Answers to common questions about tourism market segmentation.

Why Do We Segment the Tourism Market?

The travel market is far too large and diverse to reach effectively in one fell swoop. Tourism marketers use segmentation to understand customer needs better and allocate marketing dollars effectively.

Effective travel market segmentation is based on extensive quantitative research focusing on large numbers of people. Then grouping them based on shared characteristics such as:

• Demographics
• Behavioral patterns
• Cognition ratings

Once identified, these groups are referred to as particular segments. You can target them with specific product offerings, services, and tailored marketing messages.

What Are the Components of the Tourism Industry?

There are six main components of tourism, each with sub-components. The six components of travel and tourism include attractions, activities, accessibility, accommodation, amenities, and transportation.

Travel Segments vs Personas: What’s the Difference?

Personas are used to encourage a design for real people with real needs. They break down the user’s context, needs, motivations, and pain points on a personal basis.

Travel segments aim to pinpoint and measure the size of different groups at a high level.

Market segmentation isn’t persona research. Sure, they’re very similar tools that group current and potential customers into manageable buckets. However, you can’t create a detailed buyer persona without first diving into market research.

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Report Description

Table of content, competitive landscape, methodology.

• Consumer Goods
• Travel & Luxury Travel
• Tourism Market Size, Share, Growth & Industry Trends [2032]

Tourism Market

Segments - by Travel Days (Within 7 Days, More Than 15 Days, and 7-15 Days), Travel Type (Business Spending and Leisure Spending), and Region (Asia Pacific, North America, Latin America, Europe, and Middle East & Africa) - Global Industry Analysis, Growth, Share, Size, Trends, and Forecast 2024–2032

Debadatta Patel

Fact-checked by:

Partha Paul

Tourism Market Outlook 2032

The global tourism market size was USD 12.4 Trillion in 2023 and is projected to reach USD 23.1 Trillion by 2032 , expanding at a CAGR of 5.4% during 2024–2032 . The market growth is attributed to the increasing standard of living and mobility. Increasing global mobility and disposable income are expected to boost the market. Tourism offers immense opportunities for economic growth and job creation as one of the world's largest economic sectors. It generates revenue, fosters cultural exchange, promotes peace, and helps preserve natural and cultural heritage.

Rising popularity of experiential tourism is projected to signify a shift in consumer preferences from traditional sightseeing to immersive experiences. Today's tourists seek authentic, personalized experiences that allow them to connect with local cultures, learn new skills, and gain a deeper understanding of their destinations. This trend is driving innovation in the tourism industry, with businesses developing unique offerings to cater to these evolving demands.

Impact of Artificial Intelligence (AI) in Tourism Market

Artificial Intelligence (AI) has a significant impact on tourism market. AI's role in enhancing customer service is particularly noteworthy, with chatbots and virtual assistants providing round-the-clock assistance, thereby improving response times and customer satisfaction. AI's ability to analyze vast amounts of data allows for the creation of highly personalized travel recommendations, enhancing customer engagement and fostering loyalty. AI-powered predictive analytics enable businesses to forecast demand accurately, optimize pricing strategies, and manage resources effectively on the operational side. Additionally, AI's role in automating routine tasks reduces operational costs and allows staff to focus on complex, value-adding activities.

Tourism Market Dynamics

Major drivers.

Surging globalization is expected to drive the market. Travel becomes easier and accessible as the world becomes interconnected. This trend is projected to boost the market, as it facilitates international travel and promotes cultural exchange. Rising government initiatives promoting tourism is projected to propel the market. Governments worldwide are estimated to invest in tourism infrastructure and marketing to attract international visitors. These initiatives are expected to boost the tourism market, as they enhance the accessibility and attractiveness of travel destinations.

Existing Restraints

Increasing environmental concerns are expected to pose a significant challenge to the market. The industry's impact on natural resources, pollution, and climate change is leading to growing scrutiny. This trend is projected to intensify, leading to stricter regulations and a decrease in tourist activities in certain regions. Growing security concerns are projected to act as a restraint on the market. Instances of terrorism, political instability, and natural disasters significantly deter tourists. This factor is likely to continue to influence the decisions of travelers, limiting the market.

Emerging Opportunities

­Increasing adoption of digital technology is projected to present a significant opportunity for the market. An increasing number of travelers are expected to use digital platforms for booking and planning their trips as technology advances. This trend is projected to open new avenues for market players, as they offer innovative and convenient digital solutions for travelers. High demand for wellness and medical tourism is expected to present potential for the market. Consumers are projected to seek travel experiences that promote wellness as health and wellness become important to them. This demand is likely to create opportunities for market players, as they develop and offer wellness-focused travel products and services.

Scope of the Tourism Market Report

The market report includes an assessment of the market trends, segments, and regional markets. Overview and dynamics are included in the report.

Regional Outlook

In terms of region , the global tourism market is classified as Asia Pacific, North America, Latin America, Europe, and Middle East & Africa. Europe, specifically France held a major market share in 2023 due to its rich cultural heritage, world-renowned landmarks such as the Eiffel Tower and the Louvre, and its reputation as a global culinary capital. Additionally, France's well-developed infrastructure and strategic location in Europe, which allows for easy travel from neighboring countries, further bolstered its market share. The market in Asia Pacific, particularly China is projected to grow at a significant pace in the years to come owing to China's rich cultural history, diverse landscapes, and rapid urban development making it an increasingly attractive destination for international travelers. China's growing middle class is driving domestic tourism , contributing to its overall market share. The government of China’s initiatives to boost tourism, such as improving infrastructure and easing visa restrictions, are expected to enhance its appeal as a travel destination, thereby driving its market.

Tourism Market Segment Insights

Travel days segment analysis.

Based on travel days , the tourism market is divided into within 7 days, more than 15 days, and 7-15 days. The 7-15 days segment held the major share of the market in 2023 due to this duration offering an optimal balance between exploration and relaxation, enabling travelers to immerse themselves in the destination without feeling rushed. The rise of this segment is attributed to the increasing preference for comprehensive travel experiences that allow for a deeper understanding of the local culture and environment. The 7 days segment is expected to expand at a significant growth rate in the coming years owing to the growing demand for short, frequent getaways that provide a quick respite from daily routines. The convenience and affordability of these shorter trips and the increasing availability of weekend packages and city breaks, is expected to fuel the segment.

Travel Type Segment Analysis

On the basis of travel type , the global market is segregated into business spending and leisure spending. The business spending segment held largest market share in 2023 due to the necessity of face-to-face meetings and networking events in many industries. Despite the rise of digital communication tools, in-person interactions remain crucial in the business world, leading to a steady demand for business travel. The leisure spending segment is anticipated to grow at a substantial CAGR during the forecast period owing to the growing emphasis on work-life balance and the recognition of travel as a means of relaxation and rejuvenation. The increasing disposable income and the rising trend of experiential travel is projected to drive the segment in the coming years.

The tourism market has been segmented on the basis of

Travel Days

• Within 7 Days
• More Than 15 Days

Travel Type

• Business Spending
• Leisure Spending
• Asia Pacific
• North America
• Latin America
• Middle East & Africa

Key Players

• Austin Adventures, Inc.
• Butterfield & Robinson Inc.
• Cox & Kings Ltd.
• Discovery Nomads
• G Adventures
• Geographic Expeditions Inc.
• Intrepid Group, ltd.
• Mountain Travel Sobek
• Row Adventures

Key players competing in the global tourism market are Austin Adventures, Inc.; Butterfield & Robinson Inc.; Cox & Kings Ltd.; Discovery Nomads; G Adventures; Geographic Expeditions Inc.; Intrepid Group, ltd.; Mountain Travel Sobek; Row Adventures; and Tui Group. These companies use development strategies including mergers, acquisitions, partnerships, collaboration, and product launches to expand their consumer base worldwide.

In January 2021 , Geographic Expeditions Inc. , a key market player, initiated a three-country expedition across the Horn of Africa, encompassing less explored destinations such as Eritrea, Djibouti, and the self-proclaimed nation of Somaliland.

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Domestic tourism market growth, share, size, demand, trends, challenges and future outlook, domestic tourism market size- by location, by mode of booking, by tour type, by age group- regional outlook, competitive strategies and segment forecast to 2032.

• Travel & Tourism
• Domestic Tourism Market
• Report Description
• Table of Content
• Research Methodology
• Download FREE Sample
• April 2023: To assist with vacation planning, Expedia unveiled a new service powered by ChatGPT. Expedia recently unveiled a new tool for trip planning that makes use of ChatGPT artificial intelligence. The function is presently undergoing beta testing.
• April 2023: Booking.com and Google announced a cooperation that would enable users to make domestic travel reservations for hotels and flights straight through the Google search engine.

• Opportunities:  The expansion of the government's financial resources: Domestic travel is crucial for the domestic economy because of its impact on local spending. This increases the local government's financial resources, which it may use to improve the quality of life for its residents while also rationalising the community's infrastructure and services.
• The frequent interchange with locals: Interacting frequently with locals is necessary when visiting local areas, which leads to investigations on the appropriate and unique disposition of the location, its inhabitants, and its culture.
• Challenges:   Occurrence of natural disasters, pandemics, and other unexpected events: Global tourism faces challenges from natural disasters, pandemics, and unexpected events, disrupting travel plans and causing financial losses. These events result in travel restrictions, border closures, flight cancellations, and reduced demand. Moreover, tourism's environmental and community impacts can trigger resident protests, harming the industry's image and profitability. Sustainable tourism practices and disaster preparedness efforts are being pursued to mitigate these issues.

• Educational Institutions
• Environmental and Conservation Organizations
• Event Organizers
• Government and Tourism Authorities
• Hospitality and Tourism Industry
• Local Businesses
• Media and Marketing Agencies
• Travel Agencies and Tour Planners
• Travel Enthusiast Communities
• Travelers and Tourists
• Size of Global Domestic Tourism Market (FY’2019-FY’2032)
• Overview of Global Domestic Tourism Market 
• Segmentation of Global Domestic Tourism Market By Location (Interstate Travel, Local or Regional Travel)
• Segmentation of Global Domestic Tourism Market By Mode of Booking (Direct Booking, OTA)
• Segmentation of Global Domestic Tourism Market By Tour Type (Adventure Tours, Conference/Meetings, Holiday Trip, Organized Tours, Weekend Getaways, Others)
• Segmentation of Global Domestic Tourism Market By Age Group (Below 30 Years, 30-41 Years, 42-49 Years, 50 Years & above)
• Statistical Snap of Global Domestic Tourism Market 
• Global Domestic Tourism Market Growth Analysis
• Problems and Challenges in Global Domestic Tourism Market 
• Global Domestic Tourism Market Competitive Landscape
• Impact of COVID-19 and Demonetization on Global Domestic Tourism Market 
• Details on Recent Investment in Global Domestic Tourism Market 
• Competitive Analysis of Global Domestic Tourism Market 
• Major Players in the Global Domestic Tourism Market 
• SWOT Analysis of Global Domestic Tourism Market 
• Global Domestic Tourism Market Future Outlook and Projections (FY’2019-FY’2032)
• Recommendations from Analyst 

1.1. Scope of the report 1.2. Market segment analysis

2.1 Research data source 

2.1.1 Secondary data

2.1.2 Primary data

2.1.3 SPER’s internal database

2.1.4 Premium insight from KOL’s

2.2 Market size estimation

2.2.1 Top-down and Bottom-up approach

2.3 Data triangulation

4.1. Driver, Restraint, Opportunity and Challenges analysis

4.1.1 Drivers

4.1.2 Restraints

4.1.3 Opportunities

4.1.4 Challenges 

4.2. COVID-19 Impacts of the Global Domestic Tourism Market 

5.1. SWOT analysis 

5.1.1 Strengths 

5.1.2 Weaknesses 

5.1.3 Opportunities

5.1.4 Threats

5.2. PESTEL analysis 

5.2.1 Political landscape

5.2.2 Economic landscape

5.2.3 Social landscape 

5.2.4 Technological landscape 

5.2.5 Environmental landscape 

5.2.6 Legal landscape 

5.3. PORTER’S five forces analysis 

5.3.1 Bargaining power of suppliers 

5.3.2 Bargaining power of Buyers 

5.3.3 Threat of Substitute 

5.3.4 Threat of new entrant 

5.3.5 Competitive rivalry

5.4. Heat map analysis

6.1 Global Domestic Tourism Manufacturing Base Distribution, Sales Area, Product Type  6.2 Mergers & Acquisitions, Partnerships, Product Launch, and Collaboration in Global Domestic Tourism Market 

7.1 Interstate Travel 7.2 Local or Regional Travel

8.1 Direct Booking 8.2 OTA

9.1 Adventure Tours 9.2 Conference/Meetings 9.3 Holiday Trip 9.4 Organized Tours 9.5 Weekend Getaways 9.6 Others

10.1 Below 30 Years 10.2 30-41 Years 10.3 42-49 Years 10.4 50 Years & above

11.1 Global Domestic Tourism Market and Market Share by Region (2019-2025)  11.2 Global Domestic Tourism Market and Market Share by Region (2026-2032) 11.3 Asia-Pacific

11.3.1 Australia

11.3.2 China

11.3.3 India

11.3.4 Japan

11.3.5 South Korea

11.3.6 Rest of Asia-Pacific

11.4 Europe

11.4.1 France

11.4.2 Germany

11.4.3 Italy

11.4.4 Spain

11.4.5 United Kingdom

11.4.6 Rest of Europe

11.5 Middle East and Africa

11.5.1 Kingdom of Saudi Arabia 

11.5.2 United Arab Emirates

11.5.3 Rest of Middle East & Africa

11.6 North America

11.6.1 Canada

11.6.2 Mexico

11.6.3 United States

11.7 Latin America

11.7.1 Argentina

11.7.2 Brazil

11.7.3 Rest of Latin America

12.1 Abercrombie & Kent USA LLC

12.1.1 Company details 

12.1.2 Financial outlook

12.1.3 Product summary 

12.1.4 Recent developments

12.2 American Express Travel

12.2.1 Company details 

12.2.2 Financial outlook

12.2.3 Product summary 

12.2.4 Recent developments

12.3 Butterfield & Robinson

12.3.1 Company details 

12.3.2 Financial outlook

12.3.3 Product summary 

12.3.4 Recent developments

12.4 Carlson Wagonlit Travel

12.4.1 Company details 

12.4.2 Financial outlook

12.4.3 Product summary 

12.4.4 Recent developments

12.5 Cox & Kings Ltd.

12.5.1 Company details 

12.5.2 Financial outlook

12.5.3 Product summary 

12.5.4 Recent developments

12.6 Expedia Group, Inc

12.6.1 Company details 

12.6.2 Financial outlook

12.6.3 Product summary 

12.6.4 Recent developments

12.7 JTB Americans, Ltd.

12.7.1 Company details 

12.7.2 Financial outlook

12.7.3 Product summary 

12.7.4 Recent developments

12.8 Kensington Tours

12.8.1 Company details 

12.8.2 Financial outlook

12.8.3 Product summary 

12.8.4 Recent developments

12.9 Micato Safari

12.9.1 Company details 

12.9.2 Financial outlook

12.9.3 Product summary 

12.9.4 Recent developments

12.10 Priceline

12.10.1 Company details 

12.10.2 Financial outlook

12.10.3 Product summary 

12.10.4 Recent developments

12.11 Scott Dunn Ltd.

12.11.1 Company details 

12.11.2 Financial outlook

12.11.3 Product summary 

12.11.4 Recent developments

12.12 Tauck Inc.

12.12.1 Company details 

12.12.2 Financial outlook

12.12.3 Product summary 

12.12.4 Recent developments

12.13 Thomas Cook India Ltd.

12.13.1 Company details 

12.13.2 Financial outlook

12.13.3 Product summary 

12.13.4 Recent developments

12.14 Travcoa Corporation 

12.14.1 Company details 

12.14.2 Financial outlook

12.14.3 Product summary 

12.14.4 Recent developments

12.15 Travel Leaders Group

12.15.1 Company details 

12.15.2 Financial outlook

12.15.3 Product summary 

12.15.4 Recent developments

12.16 TUI Group

12.16.1 Company details 

12.16.2 Financial outlook

12.16.3 Product summary 

12.16.4 Recent developments

12.17 World Travel, Inc

12.17.1 Company details 

12.17.2 Financial outlook

12.17.3 Product summary 

12.17.4 Recent developments

SPER Market Research’s methodology uses great emphasis on primary research to ensure that the market intelligence insights are up to date, reliable and accurate. Primary interviews are done with players involved in each phase of a supply chain to analyze the market forecasting. The secondary research method is used to help you fully understand how the future markets and the spending patterns look likes.

The report is based on in-depth qualitative and quantitative analysis of the Product Market. The quantitative analysis involves the application of various projection and sampling techniques. The qualitative analysis involves primary interviews, surveys, and vendor briefings.  The data gathered as a result of these processes are validated through experts opinion. Our research methodology entails an ideal mixture of primary and secondary initiatives.

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Global Domestic Tourism Market Report By Tour Type (Adventure, Spiritual/Cultural, Sports, Weekend Getaways, Others (Business, Organized Tours)), By Tourism Type (Local Travel, Interstate Travel), By Mode Of Booking (Online, Offline) And By Regions - Industry Trends, Size, Share, Growth, Estimation and Forecast, 2023-2032

The global demand for Domestic Tourism Market is presumed to reach the market size of nearly USD 6784.43 BN by 2030 from USD 1673.54 BN in 2022 with a CAGR of 19.12% under the study period 2023 - 2030. Domestic tourism refers to travel within one's own country for leisure, recreation, or business purposes. This includes any travel activity that does not involve crossing international borders, whether it is a day trip to a nearby attraction or a longer vacation within one's home country. Domestic tourism can include a wide variety of activities, such as visiting national parks, cultural landmarks, historical sites, beaches, cities, and other popular tourist destinations. It can also involve participating in local events and festivals, exploring the natural beauty of one's own country, or simply relaxing and enjoying a change of scenery. Domestic tourism is an important sector of the tourism industry, as it contributes to the local economy and helps to support small businesses and tourism-related industries. 

Market Dynamics 

Domestic tourism provides significant economic benefits to the local economy. It supports local businesses such as hotels, restaurants, transportation services, and tourist attractions, creating jobs and generating revenue. Domestic travel is often more convenient and affordable than international travel, as it typically involves shorter travel distances, lower transportation costs, and familiar currency and language. Domestic tourism is often perceived as safer and more secure than international travel, as travellers are familiar with local laws and customs and can rely on local infrastructure and emergency services. Domestic tourism can also foster national pride and a sense of community by encouraging locals to explore and appreciate the natural and cultural heritage of their own country. In times of global crisis or pandemic, international travel restrictions can drive travellers to domestic tourism as a safer and more viable option. Effective marketing and promotion of domestic tourism by governments, tourism boards, and private sector companies can also drive demand for domestic travel, encouraging locals to explore their own country.  The research report covers Porter's Five Forces Model, Market Attractiveness Analysis, and Value Chain analysis. These tools help to get a clear picture of the industry's structure and evaluate the competition attractiveness at a global level. Additionally, these tools also give an inclusive assessment of each segment in the global market of domestic tourism. The growth and trends of domestic tourism industry provide a holistic approach to this study. 

Market Segmentation

This section of the domestic tourism market report provides detailed data on the segments at country and regional level, thereby assisting the strategist in identifying the target demographics for the respective product or services with the upcoming opportunities.  By Tour Type

• Spiritual/Cultural
• Weekend Getaways
• Others (Business, Organized Tours)

By Tourism Type

• Local Travel
• Interstate Travel

By Mode Of Booking

Regional Analysis

This section covers the regional outlook, which accentuates current and future demand for the Domestic Tourism market across North America, Europe, Asia-Pacific, Latin America, and Middle East & Africa. Further, the report focuses on demand, estimation, and forecast for individual application segments across all the prominent regions.

Global Domestic Tourism Market Share by Region (Representative Graph)

Frequently Asked Questions (FAQs) about this Report

What is the Global Domestic Tourism Market size?

What is the projected Global Domestic Tourism Market growth under the study period?

Which region holds the highest Global Domestic Tourism Market share ?

What is the Global Domestic Tourism Market segmentation covered in the report?

Who are the leading Global Domestic Tourism Market manufacturers profiled in the report?

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Domestic Tourism Marketing Strategies 

In the ever-evolving landscape of tourism, domestic tourism has emerged as a vital component for national economies, offering resilience against the fluctuations of international tourist flows. With the right marketing strategies , domestic tourism can not only bolster the local economy but also foster a sense of pride and belonging among residents. This article delves into effective domestic tourism marketing strategies, highlighting how to identify target markets, develop compelling campaigns, and understand the multifaceted advantages of focusing on domestic travelers.

Table of Contents

How to Identify Target Markets for Domestic Tourism

Identifying the right target market begins with a deep dive into the demographics and psychographics of potential tourists. Demographics include age, gender, income levels, and marital status, while psychographics focus on interests, values, lifestyle, and travel motivations. Understanding these factors enables marketers to tailor their messaging and offerings to meet the specific needs and desires of different segments.

Utilizing Market Research Tools

Market research tools, such as surveys, focus groups, and online analytics, play a crucial role in understanding the preferences and behavior of domestic tourists. These tools can reveal insights into the types of destinations and experiences sought by different demographic groups, allowing for more targeted marketing efforts.

Identifying Trends and Preferences

Staying abreast of emerging trends and preferences is crucial for attracting domestic tourists. This may involve catering to the growing interest in eco-tourism, wellness retreats, or local cultural experiences. By aligning marketing strategies with these trends, destinations can position themselves as attractive options for domestic travelers.

How to Develop Compelling Domestic Tourism Campaigns

• Storytelling is a powerful tool in tourism marketing, as it can evoke emotions and create a personal connection with the audience. Developing narratives that highlight the unique aspects of a destination, its history, culture, and natural beauty, can inspire domestic tourists to explore new places within their own country.
• Social media platforms and influencers have become indispensable in the promotion of domestic tourism. By partnering with influencers who have a strong following among the target demographic, destinations can reach a wider audience and generate interest through authentic and relatable content.
• High-quality promotional materials, including brochures, videos, and online content, are essential for capturing the attention of potential tourists. These materials should showcase the best of what a destination has to offer, emphasizing unique experiences that can be enjoyed locally.

Advantages of Domestic Tourism Marketing

• Domestic tourism provides a significant economic stimulus by keeping travel expenditures within the country. It supports local businesses, from accommodation and restaurants to attractions and services, contributing to economic growth.
• By generating demand for local tourism services, domestic tourism marketing can lead to job creation in various sectors, including hospitality, transportation, and retail.
• Promoting domestic tourism helps in the preservation of local cultures and traditions. It encourages pride and interest in national heritage among residents, supporting cultural sustainability.
• Increased domestic tourism can drive the development of infrastructure, including roads, public transportation, and tourism facilities, enhancing the overall travel experience for both domestic and international visitors.
• Domestic tourism can empower communities by providing opportunities for local people to showcase their cultures, crafts, and traditions. It supports community-based tourism initiatives that directly benefit local residents.

Domestic Tourism Examples 

Focusing on the Indian industry, there are several compelling case studies of domestic tourism marketing strategies that have successfully captured the essence of local travel and engaged Indian travelers. These examples showcase innovative approaches to targeting, campaign development, and leveraging cultural insights to promote domestic tourism within India.

1. Incredible India Campaign

Background: Launched by the Ministry of Tourism, Government of India, the Incredible India campaign is one of the most notable efforts to promote India as a tourism destination to both domestic and international audiences. The campaign focuses on showcasing India’s rich cultural heritage, diverse landscapes, and multitude of experiences.

Strategy: The Incredible India campaign utilizes a mix of traditional and digital marketing channels, including TV commercials, print advertisements, social media platforms, and interactive websites. The campaign’s storytelling approach highlights the spiritual, cultural, and adventurous experiences available across India, from the Himalayan peaks to the coastal regions.

Impact: The campaign has significantly boosted domestic tourism by inspiring Indians to explore their country’s diverse attractions. It has also increased international tourist arrivals, contributing to economic growth and job creation in the tourism sector.

2. Kerala Tourism’s “Human by Nature” Campaign

Background: Kerala Tourism’s “Human by Nature” campaign is a brilliant example of marketing that blends the beauty of nature with the warmth of its people, emphasizing the state’s unique culture and natural landscapes.

Strategy: This campaign effectively used storytelling through visually stunning videos and compelling narratives that showcased the everyday lives of Kerala’s people against the backdrop of its natural beauty. The use of social media, influencer collaborations, and engaging content played a key role in attracting both domestic and international tourists.

Impact: The campaign received global acclaim and increased domestic tourist footfall to Kerala, highlighting the state’s commitment to sustainable and responsible tourism. It also showcased how human stories can deeply resonate with travelers, encouraging them to experience the local culture firsthand.

3. Madhya Pradesh Tourism’s “Heart of Incredible India” Campaign

Background: Madhya Pradesh Tourism launched the “Heart of Incredible India” campaign to promote the central state as a must-visit destination for domestic travelers. The campaign emphasized the state’s rich cultural heritage, wildlife sanctuaries, and natural beauty.

Strategy: Utilizing a mix of captivating imagery, engaging narratives, and digital marketing efforts, the campaign highlighted the diverse attractions of Madhya Pradesh, from the historic city of Bhopal to the wildlife-rich Kanha National Park. It focused on storytelling to draw in travelers looking for authentic and enriching experiences.

Impact: The campaign successfully increased awareness and tourism to Madhya Pradesh, demonstrating the power of effective branding and targeted marketing in boosting domestic tourism. It helped position Madhya Pradesh as a central hub for cultural, adventure, and wildlife tourism in India.

4.Goa 365 Days on Holiday” Campaign by Goa Tourism

Background: Goa Tourism’s campaign aimed to break the stereotype of Goa being only a seasonal destination by promoting it as a year-round holiday spot. The campaign targeted domestic travelers with diverse interests beyond the beaches, such as heritage tours, spice farms, and eco-tourism.

Strategy: The campaign used digital marketing, social media, and events to showcase Goa’s lesser-known attractions. It highlighted activities like monsoon trekking, bird watching, and cultural festivals to attract tourists during the off-peak season.

Impact: This strategic shift helped distribute tourist arrivals throughout the year, reducing pressure on infrastructure during peak seasons and improving the sustainability of tourism in Goa. It also opened up new markets and encouraged repeat visits from domestic travelers.

Conclusion  

Effective domestic tourism marketing strategies are essential for tapping into the potential of local travelers and driving sustainable tourism development. By understanding and targeting specific market segments, creating compelling campaigns, and recognizing the broad advantages of domestic tourism, destinations can thrive and contribute to the economic and cultural vitality of their regions.

FAQs on Domestic Tourism Marketing 

Why is domestic tourism marketing important.

Domestic tourism marketing is crucial for diversifying a country’s tourism industry, reducing dependency on international tourists, and providing economic stability.

What are some examples of domestic tourism marketing strategies?

Examples include targeted advertising campaigns, collaboration with local influencers, development of thematic travel packages, and the use of social media to engage potential travelers.

How do domestic tourism marketing strategies differ from international tourism marketing?

Domestic tourism marketing often focuses on highlighting the ease, affordability, and convenience of exploring one’s own country, while international marketing might emphasize exotic attractions and unique cultural experiences.

How can businesses and destinations effectively implement domestic tourism marketing strategies?

By conducting thorough market research, developing targeted marketing campaigns, leveraging digital platforms, and fostering partnerships with local stakeholders, businesses and destinations can effectively implement domestic tourism marketing strategies.

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The Vital Role of Market Segmentation in the Tourism Industry

What is Market Segmentation in the Tourism Industry?

Why is market segmentation important in tourism, what are the 4 segments of the tourism industry, tourism market segmentation examples, frequently asked questions (faq).

The tourism industry is an ever-growing and competitive landscape , presenting both challenges and opportunities for businesses operating within it. This is where market segmentation comes in handy.

In this blog post, we will discuss what market segmentation is, the importance of market segmentation in the tourism industry, and how online travel agencies can benefit from it.

Market segmentation in the tourism industry is the process of grouping a large market into subgroups of customers with similar needs and preferences.

Definition: Dividing a market who have different needs into groups that have similar needs.

The main goal of segmentation is to classify consumers based on shared interests. This results in content that gets seen, messaging that gets heard, and products and services that get sold. 

The Role of Market Segmentation for Online Travel Agencies (OTAs)

Segmentation allows online travel agencies to cater to different types of travelers with unique and diverse interests, lifestyles, preferences, aspirations, expectations, and habits. 

The challenge OTAs and those within the tourism sector face is that they are all selling the exact same product. For example, if a traveler wants to say at the Four Seasons Resort in Dubai, they can book directly or via Booking.com, Hotels.com, and Expedia. 

Companies that cannot differentiate themselves in the market become interchangeable with similar ones . Consequently, customers base their purchasing decisions solely on the cost of the product or service, leading to decreased profit margins.  

When you segment-specific markets, you stop competing over price and start competing over value. 

The Benefits of Effective Market Segmentation

There are several benefits of effective market segmentation for both the end user and online travel agencies. 

The Benefits of Effective Market Segmentation for End Users

• Products and services are consumer-centric 
• Segments feel seen and heard
• Consumer needs exceed expectations
• Improve travel experience 

The Benefits of Effective Market Segmentation for OTAs

• Targeting the right consumers
• Offer personalized travel products and services  
• Identify new and unmet needs
• Identify unexplored segments
• Differentiate from the competition 

1. Creating Targeted Marketing Strategies

Market segmentation enables OTAs to develop more effective marketing strategies that attract and retain customers. This is because segmentation allows them to target different customer clusters with tailored offers and messages that burn through the noise as opposed to cookie-cutter campaigns. 

Backpackers and business travelers have different interests, just as families and couples on holiday have different interests. Once you have identified your segment, you can target them based on what interest them. 

One simple strategy when it comes to email marketing is to segment your email list based on buyer personas. This way, you can customize your messaging to address their specific interests and needs instead of sending the same email to everyone.

2. Efficient Resource Allocation

The more effective marketing strategies become, the more efficient businesses become at allocating their resources. This is because they stop wasting resources on irrelevant products and services that do not appeal to their customer base because they know exactly who their customers are, what they want, and how to target them. 

A brand that knows who their customer is can create products and services that their customers want and tailor their messaging to attract the people most likely to purchase them.

This means businesses can allocate their resources more efficiently by focusing on what their customers actually want and need instead of what they ‘think’ they want and need.

3. Product Development and Innovation

Market segmentation helps businesses identify their customer’s needs and preferences, enabling them to develop and alter their products and services to meet their expectations. OTAs can create segment-specific offers and packages based on these insights. 

Once you have chosen your specific segment or segments, it’s important to tailor your product to the unique characteristics of that segment . For example, offering a breakfast package for family travelers or a couple’s package for honeymooners. 

Unique pricing options or personalized value add-ons can be developed for each segment. Price discrimination is a selling strategy OTAs can use to charge different rates to different customers for the same product or service.

For example, for hotel rooms, an OTA can:

• Sell at a higher rate based on what customers are willing to pay
• Sell at a lower rate based on what customers are willing to pay

The luxury travel segment has a higher tolerance for spending more money on their travel experiences and services. While the family travel segment is more likely to focus on finding the best deals or trying to get the most out of their money. 

This can be key in identifying what price will make them jump at the opportunity and what price will make them run for the hills.

4. Enhancing Customer Satisfaction and Loyalty

The main goal of segmentation is to better serve the customer. As a result, businesses are better equipt to meet customer needs and expectations. Consequently, leading to an increase in customer satisfaction and loyalty.

By creating target marketing campaigns that resonate with prospects and customers, allocating resources efficiently, and developing products and services that meet the needs of each segment , businesses can deliver a higher level of customer satisfaction that results in repeat business and positive word-of-mouth.

For example, when you link the expectations and needs of your customers to the tour packages you create and sell , you’re customers are more likely to experience greater satisfaction. 

To evaluate the potential of a segment, you can review 5C’s: 

It’s important to identify whether the segment you would like to choose is a viable option. As while some segments may seem like a fit, they might not provide the type of scalability you desire for your business, or they might be too costly to acquire. Let’s take a look at several factors to take into account. 

• Customer: Is the chosen segment ‘attractive’ in terms of profitability? (aka how much are they willing to pay) 
• Condition: How big is the market size and growth rate? (market potential) 
• Cost: How much does it cost to reach the chosen segment? (customer acquisition cost) 
• Company: Is this segment compatible with the company’s objectives, capabilities, and resources? (company/segment fit) 
• Competitors: Who are the main competitors? ( Global OTA market share ) 

Now that we understand why market segmentation is so important, let’s take a look at the main segments of market segmentation. 

The tourism industry has four main segments, which involve identifying and targeting specific customers and categorizing them according to their geographic, demographic, psychographic, and behavioral characteristics. 

1. Geographic Segmentation

Geographic segmentation is when a business segments its market into regions or countries. This can help them understand where their target audience comes from so they can tailor their marketing campaigns and messages accordingly.

Segmentation by geographic location makes a brand more relevant to its target audience , and its resources get allocated more efficiently.

For example, according to Google Travel Insights , France has The United Kingdom, The United States, and Italy as their top 3 sources of inbound demand. OTAs and local businesses in France can use this knowledge to help them better understand the people visiting their destination and buying their products and services. 

2. Demographic Segmentation

Demographic segmentation is when a business analyzes the characteristics of the population. For example, age, income, education, occupation, and several other factors.

These factors can help you fine-tune your marketing strategies to relate to that chosen segment. Just like consumer behavior changes, it does the same as we age. Similarly, those with similar income levels will also seek out similar travel experiences. 

For example, those traveling as young adults will expect a different experience than seniors. One group is more likely to want to say at a hostel and backpack, while the other group would prefer to have their own room with a little bit more luxury. 

This type of data can be used to determine the market size and potential of the demographic segment chosen. One key demographic that travel companies should focus on targeting is Gen Z. This generation consists of late teenagers to early adults who are known to be the largest and most ethically diverse generation in the U.S. and have grown up online.

3. Psychographic Segmentation

Psychographic segmentation is when a business focuses on customers’ lifestyles, values, opinions, and interests. This helps companies to identify different customer personalities and create more targeted marketing messages that resonate.

Psychographic segmentation allows brands to tap into the emotional triggers and pain points that make people buy. This type of data can be invaluable in understanding the customer journey your segmented audiences takes from beginning to end. 

This data informs how a company decides to market itself and communicate with its audience. For example, if an OTA wants to market to Gen Z, it will differ from how they market to millennials or boomers. 

4. Behavioral Segmentation

Behavioural Segmentation is when a business taps into its segments purchasing behavior and travel patterns. Brands can group behavior based on seasonality, frequency of purchases or trips, and the amount spent on travel-related products and services.

For example, many European countries can expect increased demand for travel to the region in the summer months. OTAs can use this knowledge to forecast demand surges, manage inventory supply and price their products accordingly. 

Additionally, this can guide the types of promotional activities marketed . For example, in the summer months, travel agencies can create summer travel deals for their target audience to take advantage of. 

The four segments are often used in tandem when planning out marketing campaigns. For example, an OTA creating an Ads campaign will likely target a specific segment that lives in a particular area with unique interests, values, and behaviors. 

The data they collect above can help them target those more likely to buy instead of a broader audience that may not be interested in their offer. This allows the OTA to save money, reach more people with the right message, and increase their ROI.

Tourism markets can be segmented into groups more likely to buy a certain type of holiday or experience. Many types of travel agencies are available, categorized based on several factors . Depending on the type of travel agency operated and the segment chosen. 

These agencies may offer or specialize in certain kinds of trips , such as adventure tourism, luxury tourism, eco-tourism, and family tourism. We’ll take a deeper dive into each type below. 

Case Study 1: Adventure Tourism

Adventure tourism is a growing segment of the tourism industry. This segment caters to travelers seeking adrenaline-pumping activities and thrilling experiences , such as skydiving, scuba diving, and mountain climbing.

Adventure tourism is usually associated with outdoor activities and adventure sports but also includes cultural activities such as trekking through remote villages. This often leads travelers to accommodations in tents or budget-friendly places.

The estimated size of the Adventure Tourism Market globally was around $USD 561.21 billion in 2022 and $USD 609.89 billion in 2023 . If current trends continue, experts predict it will reach a whopping $1,394.52 billion by 2030.

Through market segmentation, businesses can identify adventure-seeking customers they currently serve or want to serve and create travel products and packages around their interests.

Traveling allows people to leave their comfort zones and experience the thrill of the unknown . From discovering ancient ruins in the depths of the Amazon rainforest to swimming with sharks in South Africa, adventure tourism offers unforgettable experiences. 

Case Study 2: Luxury Tourism

Luxury tourism is a high-end segment that caters to travelers seeking luxurious accommodations, services, and experiences. 

Accommodation options in this segment are often high-end hotels, resorts, or private villas. They are known for their lavish amenities, stunning decor, and exceptional services.

In the luxury category, most of the customer base comprises couples from the Generation X demographic. The customers in this category have elevated standards compared to others. Given that they pay a higher price, they expect every aspect of their journey to be tailored to their unique tastes and preferences.

Case Study 3: Ecotourism

Ecotourism is a niche segment that caters to environmentally-conscious travelers seeking sustainable travel experiences. 

Tourism of this kind is centered around awareness and preservation. Ecotourism involves responsible travel that carefully conserves, manages, and protects the environment and the local population’s well-being. 

Travelers are looking for experiences that enhance the area they are visiting by participating in activities involving planting trees or supporting the local community.

Online travel agencies have been leveraging ecotourism in their marketing strategies to attract travelers looking for sustainable experiences. For example, hotels and resorts use eco-friendly materials, energy conservation methods, and green products to be more sustainable.

Case Study 4: Family Tourism

Family tourism is a segment that caters to families seeking vacation experiences that offer entertainment and relaxation.

Family-friendly destinations offer various activities and attractions for different age groups and interests.

Many hotels offer spacious family suites or interconnected rooms that can easily accommodate larger groups. These accommodations often provide amenities like swimming pools, kids’ clubs, babysitting services, and entertainment. 

The family tourism market has seen a significant surge due to the steady increase in disposable income. Nowadays, tourism is no longer considered a luxury but a must-have for families . 

The travel industry is one of the most competitive industries in the world. Segmentation is a powerful tool that helps online travel agencies understand their target market’s unique needs and preferences , allowing them to better serve their segment-specific markets.

This is particularly crucial for online travel agencies, which must differentiate themselves from their competitors by offering personalized services that cater to their target audience’s unique interests and expectations. 

Online travel agencies can effectively use market segmentation data to identify customer needs, create targeted marketing campaigns, focus product development priorities, and inform pricing decisions.  Market segmentation data can be implemented to create more target marketing strategies as OTAs now know who they are talking to. They can efficiently allocate their resources to the tasks and activities they now will gain a greater ROI.  Additionally, they can use this data to improve their current and future product offerings. 

Some common challenges in implementing market segmentation in the tourism industry include a lack of data and resources. Obtaining customer insights and data can be a lengthy process.  However, there are tools and resources that OTAs can use to gather the insights they need to make informed decisions, such as Google travel insights and customer interviews.  Another challenge is a lack of understanding of customer segments and needs. This is because consumer needs and preferences are constantly changing. OTAs need to stay on top of trends and changes to ensure their segment’s needs are still being met. 

Online travel agencies can adapt their market segmentation strategies in response to changing customer preferences and market trends by regularly monitoring changes in customer needs, updating the data used for analysis, and testing new tactics.  OTAs can review their market segmentation strategies every six months to a year to ensure they are still consistent with current trends and expectations. 

Yes, market segmentation can help online travel agencies manage crises. Many OTAs had no choice but to implement new strategies during the pandemic.  For example, as travel restrictions loosened and people could start traveling again, there was a lot of concern about getting stuck in a foreign country or being unable to get a refund if anything went wrong. Specifically, behavioral segmentation helps understand consumers’ pain points and how you can cater to them. In the case of the pandemic, many businesses implemented flexible booking policies, such as free cancellation or no change fees.

Online travel agencies should consider targeting emerging market segments in the tourism industry. Travelers are increasingly seeking out unique and immersive experiences when they travel post-pandemic. There has been a rise in the popularity of niche tourism, such as eco-tourism, wellness tourism, culinary tourism, and voluntourism. Additionally, millennials, Gen Z, solo travelers, family vacationers, digital nomads, and adventure seekers have recently gained more popularity.  These segments represent higher engagement and loyalty with travel brands, offering unique opportunities for differentiated experiences and services.

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Cristóbal Reali, VP of Global Sales at Mize, with over 20 years of experience, has led high-performance teams in major companies in the tourism industry, as well as in the public sector. He has successfully undertaken ventures, including a DMO and technology transformation consulting. In his role at Mize, he stands out not only for his analytical and strategic ability but also for effective leadership. He speaks English, Spanish, Portuguese, and Italian. He holds a degree in Economics from UBA, complementing his professional training at Harvard Business School Online.

Mize is the leading hotel booking optimization solution in the world. With over 170 partners using our fintech products, Mize creates new extra profit for the hotel booking industry using its fully automated proprietary technology and has generated hundreds of millions of dollars in revenue across its suite of products for its partners. Mize was founded in 2016 with its headquarters in Tel Aviv and offices worldwide.

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Package holiday bookings by brand in India 2023

Package holiday bookings by brand in India as of December 2023

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Mon - Fri, 9am - 6pm (EST)

Mon - Fri, 9am - 5pm (SGT)

Mon - Fri, 10:00am - 6:00pm (JST)

Mon - Fri, 9:30am - 5pm (GMT)