Tourism in the New Decade: How the Industry Is Preparing for the Future. Analysis by Expert Avi Itzkovich

By 2025, the tourism industry has entered a new stage of development, having rebounded from the pandemic and global crises. But the real challenges lie ahead. According to forecasts from the United Nations World Tourism Organization (UNWTO), the industry will undergo profound transformations by 2030, driven by climate change, technological breakthroughs, and new patterns in consumer behavior.

Financial expert Avi Itzkovich highlights the defining trend for tourism in the years to come:

“We are entering an era of conscious travel, where the focus shifts to quality of experience, sustainability, and responsibility. The next five years will be decisive in shaping a new architecture for the tourism market.”

The Climate Factor and a New Geography of Travel. Explained by Avi Itzkovich

Climate change is increasingly affecting travel destinations. Summer vacations in Southern Europe are becoming less attractive due to heatwaves and extreme weather conditions. Meanwhile, cooler and more temperate regions — Scandinavia, the Baltics, the United Kingdom, and Ireland — are gaining popularity.

“We’re witnessing a shift on the tourism map: destinations that used to be ‘seasonal’ are now operating year-round, and resorts once overcrowded in summer are extending their seasons by promoting spring and autumn travel,” says Itzkovich.

Climate-conscious tourism is on the rise, with travelers deliberately choosing destinations that offer mild climates and environmentally safe conditions. Eco-camps, nature reserves, and national park routes are growing in popularity. According to Avi Itzkovich, this trend is creating new opportunities for lesser-known regions that focus on natural authenticity and green development.

Technology remains a core driver of change. According to the United Nations World Tourism Organization (UNWTO) — the UN’s specialized agency for tourism — by 2030, over 70% of tourism services will be personalized using artificial intelligence. Automated booking, demand forecasting, digital guides, and VR/AR technologies will become standard features.

“Today, you can already plan a trip in just a few clicks, but the next step will be full integration into virtual space. You’ll be able to test a tour in VR before buying a ticket, or get instant real-time translation in any language,” notes Avi Itzkovich.

The workation format — blending leisure and remote work — is also set to expand. Hotels and resorts are creating dedicated workspaces, while countries are offering long-term digital visas for nomads working abroad. According to Itzkovich, this is not just a trend but a new way to turn tourism into a longer-lasting and more stable source of revenue for national economies.

Sustainable Development as the New Standard. Avi Itzkovich’s Perspective

The UN World Tourism Organization (UNWTO) forecasts that by 2030, over 50% of international travel will comply with ESG standards — environmental, social, and corporate governance. Travelers are increasingly choosing companies that minimize their carbon footprint, use renewable energy, and support local communities.

“The eco-conscious traveler’s choice is becoming a reputational factor. If a hotel or tour operator doesn’t implement green policies, they quickly fall behind the competition,” emphasizes Avi Itzkovich.

There is growing demand for eco-hotels with autonomous energy systems, water recycling, and locally sourced organic cuisine. At the same time, the zero waste travel concept is gaining traction — from reducing plastic use to adopting “smart” approaches to food consumption.

UNWTO Forecasts for 2026–2030

According to UNWTO estimates, the number of international tourist trips will increase by 30% by 2030 compared to 2019 levels. The main drivers of this growth include: domestic tourism, regional routes, digital platforms, and new economic models.

Avi Itzkovich identifies the key trends for the next five years:

• The shift to low-carbon transport: Europe is rapidly expanding its network of high-speed trains and electric buses, which are becoming viable alternatives to short-haul flights.

• The development of smart cities and resorts: These destinations offer fully integrated digital services — from booking to energy management.

• The rise of wellness tourism: By 2030, it could account for more than 20% of all international travel.

• Cultural and educational tourism: Learning-based travel, including workshops and artist residencies, will become an increasingly important part of demand.

Experts note that travelers are becoming more selective. Where once the goal was to check off as many countries as possible, now the priority is on unique experiences, environmental safety, and gaining new knowledge.

Tourism as a Component of the Global Economy. Final Thoughts from Avi Itzkovich

The tourism industry currently generates around 10% of global GDP — and this share is expected to grow. However, its economic impact is no longer measured solely by tourist numbers. What matters now is the quality of spending, support for local businesses, and preservation of cultural heritage.

Avi Itzkovich highlights that between 2025 and 2030, tourism will become more technological, ecological, and flexible. The driving force behind this change is a shift in traveler values: from quantity to quality of experience. UNWTO forecasts steady global growth in the tourism market — but also emphasizes that the sector will place increasing demands on companies to meet sustainability criteria.

“The tourism of the future is about balancing commerce with authenticity. Only those countries that manage to strike this balance will remain competitive in the global market,” concludes Avi Itzkovich.