Global tourism shows recovery amid shifting consumer behaviors

The global tourism industry is showing signs of sustained recovery, though patterns of consumer behavior are shifting significantly. In San Francisco, the tourism bureau predicts a third consecutive year of growth for 2025, driven by large-scale events, the AI boom, and a return of international visitors. While visitor numbers and spending are expected to rise, they remain below 2019 pre-pandemic levels. Key drivers include major conventions at the Moscone Center and large events like the Pokémon World Championships.

In China, domestic tourism has surpassed 2019 levels, with 2025 domestic travel projected to be 11% higher than pre-pandemic figures. However, international outbound travel remains approximately 25% below 2019 levels. A McKinsey report highlights four structural changes in Chinese traveler behavior: a preference for independent, immersive, and cultural experiences; a growing demand for high-end, personalized luxury travel; the increasing use of AI as a travel planning tool; and a shift in travel retail consumption toward luxury goods like skincare and fashion.

Industry experts suggest that businesses must adapt to these changes by integrating AI technologies, creating differentiated experiential itineraries, and reshaping retail offerings to meet the evolving needs of more mature and independent travelers.