The travel industry has made a strong comeback after the uncertainty of the pandemic. What was once on pause is now thriving, with global tourism expected to reach 18.45 trillion dollars by 2032 and travel apps generating over 630 billion dollars in revenue.
But this isn’t just about big numbers. It’s about how people move, plan, and explore in a completely different way.
India now leads global app downloads, China is ahead in eSIM adoption, and mobile-first experiences have become second nature.
In this article, we break down the key stats and trends that are shaping modern travel. From generational habits to the tech driving the industry forward, here’s what the future of travel looks like.
Key Stats
- Global tourism is projected to rise from $11.39T (2023) to $18.45T (2032).
- The travel eSIM market is expected to grow from $2.03B (2024) to $260.74B (2034) at 62.5% CAGR.
- Travel apps have generated approximately $630 billion revenue.
- China leads the travel eSIM segment with $556.1M in 2024.
- In the U.S., Expedia leads the travel app market with a 19.3% share.
- Booking.com was downloaded 74.6M times globally.
- India accounts for 29% of global travel app downloads.
- Europe contributes to 40% of the global travel app revenue.
- 76% of global travelers seek travel apps that reduce friction and stress during travel.
- Millennials take the most vacations: 35 days/year on average.
- Boomers travel most often, planning 4–5 trips/year.
- 56% of Gen Z travel to visit family;
Travel App Revenue
Over the last seven years, the global travel app industry has seen steady growth, climbing from $432.9 million in 2016 to $629 million in 2023. This reflects rising app usage, digital booking habits, and increased travel demand post-pandemic.
| Year | Revenue (in mn) |
|---|---|
| 2016 | 432.9 |
| 2017 | 493.7 |
| 2018 | 537.5 |
| 2019 | 573.2 |
| 2020 | 217.1 |
| 2021 | 362.6 |
| 2022 | 556.5 |
| 2023 | 629 |
Travel Revenue By App
In 2023, Booking.com led the industry with $21.3 billion in revenue, outperforming other major platforms like Expedia and Airbnb. The consistent upward trend across all platforms highlights the strength of mobile-first travel bookings.
| Company | 2019 | 2020 | 2021 | 2022 | 2023 |
|---|---|---|---|---|---|
| Booking.com | 15 | 6.8 | 10.9 | 17 | 21.3 |
| Expedia | 12 | 5.1 | 8.5 | 11.6 | 12.3 |
| Airbnb | 4.7 | 3.4 | 5.9 | 8.3 | 9.9 |
| Trip.com | 5.1 | 2.8 | 3.1 | 2.9 | 6.3 |
| TripAdvisor | 1.5 | 0.6 | 0.9 | 1.4 | 1.7 |
Europe and the United States dominate the global travel app economy, collectively holding 78% of all revenue. This is largely due to mature travel infrastructure and high digital adoption among consumers.
| Region | Market Share |
|---|---|
| Europe | 40% |
| United States | 38% |
| Latin America | 5% |
| China (iOS) | 3% |
| Japan | 3% |
| Others | 1% |
Global Travel eSim Market Size
In 2024, the eSIM for travel market is valued at $2.03 billion and is expected to grow at a CAGR of 62.5%, reaching approximately $360.74 billion by 2033.
| Year | Estimated Market Size |
|---|---|
| 2024 | $2.03 bn |
| 2025* | $3.30 bn |
| 2026* | $5.36 bn |
| 2027* | $8.71 bn |
| 2028* | $14.16 bn |
| 2029* | $23.01 bn |
| 2030* | $37.39 bn |
| 2031* | $60.76 bn |
| 2032* | $98.74 bn |
| 2033* | $160.45 bn |
| 2034* | $260.74 bn |
Please Note: Years marked with an asterisk (*) are forecast values based on projected growth, as per research conducted by PrioriData.
The Asia-Pacific region – including China, Japan and Korea data eSIM dominates the Travel eSIM market, accounting for more than 56% of the market share
China is leading the travel eSIM market with a value of $556.1 million in 2024, driven by widespread adoption of eSIM technology across smartphones, tablets, and wearables.
Source: Market.us
Global Tourism Market Size
The global tourism market is valued at $12 trillion in 2024 and is expected to grow around $18.44 trillion by 2032 at a CAGR of 5.5%.
| Year | Estimated Market Size |
|---|---|
| 2023 | $11.39 tn |
| 2024 | $12.02 tn |
| 2025* | $12.68 tn |
| 2026* | $13.38 tn |
| 2027* | $14.12 tn |
| 2028* | $14.9 tn |
| 2029* | $15.72 tn |
| 2030* | $16.58 tn |
| 2031* | $17.49 tn |
| 2032* | $18.45 tn |
Source: Zion
Travel App Users
Starting with around 270 million users in 2016, the market saw steady growth, peaking at 910 million in 2019—just before the pandemic disrupted global travel.
A sharp dip followed in 2020, with users dropping to 280 million. However, the industry quickly bounced back as travel resumed, reaching 810 million users by 2023.
| Year | Users (in millions) |
|---|---|
| 2016 | 270 |
| 2017 | 480 |
| 2018 | 670 |
| 2019 | 910 |
| 2020 | 280 |
| 2021 | 520 |
| 2022 | 750 |
| 2023 | 810 |
Travel App Market Share United States
In the U.S., Expedia leads with 19% market share, followed closely by Booking.com and Airbnb at 17% The presence of multiple players reflects healthy competition and diverse consumer preferences.
| Company | Market Share |
|---|---|
| Expedia | 19.3% |
| Booking.com | 17.4% |
| Airbnb | 17% |
| Verbo | 15.3% |
| Hopper | 13% |
| Hotels.com | 4.3% |
| Priceline | 2.5% |
| Kayak | 1.2% |
Travel App Downloads by App
Booking.com topped the charts with 74.6 million downloads globally, showing its strong mobile presence.
Airbnb and Expedia also performed well with 57 million and 21.5 million respectively.
Priceline closed the download list with 4.2 million downlaods
| Company | Downloads (In mn) |
|---|---|
| Booking.com | 74.6 mn |
| Airbnb | 57.6 mn |
| Expedia | 21.5 mn |
| Skyscanner | 19 mn |
| Hopper | 18.7 mn |
| Vrbo | 13 mn |
| Hotels.com | 9.9 mn |
| TripAdvisor | 6.6 mn |
| Kayak | 4.4 mn |
| Priceline | 4.2 mn |
Travel App Downloads Share By Country
India accounts for nearly 1/3rd of all travel app downloads globally with 29% market share.
The U.S. sits at 14% and is followed by China at roughly 10%
| Region | Market Share |
|---|---|
| India | 29% |
| United States | 14% |
| China | 10% |
| Latin America | 8% |
| South East Asia | 8% |
| Japan | 3% |
| South Korea | 3% |
| Others | 2% |
Travel App Demographics
Travel Destination Preferences by Generation
Millennials are the most balanced travelers, with 51% taking both domestic and international trips.
Boomers prefer domestic destinations, reflecting differing priorities by age group.
| Generation | Domestic & International | Domestic Only | International Only |
|---|---|---|---|
| Millennials | 51% | 42% | 7% |
| Gen Xers | 46% | 51% | 3% |
| Boomers | 43% | 51% | 6% |
Average Vacation Days by Generation
Millennials enjoy the most time off, averaging 35 vacation days per year, compared to 29 for Gen Z and 27 for Boomers.
| Generation | Average Vacation Days per Year |
|---|---|
| Generation Z | 29 days |
| Millennials | 35 days |
| Generation X | 26 days |
| Boomers (ages 55–75) | 27 days |
Travel Frequency by Age Group
Boomers plan the most trips annually, averaging 4–5 vacations per year, while Gen X follows closely with 3–4 trips.
| Age Group / Generation | Planned Trips Per Year |
|---|---|
| Generation X | 3–4 trips |
| Boomers (ages 55–75) | 4–5 trips |
Travel Preferences by Generation
Millennials seek convenience and opt for all-inclusive packages, while Boomers prefer variety, mixing domestic and international plans.
| Generation | Key Insight |
|---|---|
| Generation X | Makes up 1 in every 3 leisure travelers |
| Baby Boomers | 42% plan both domestic and international vacations |
| Millennials | Prefer all-inclusive/worry-free vacations |
Travel Motivations by Generation
Visiting family is the top reason for travel across all generations, but Millennials also cite stress relief (47%) and self-discovery (45%) as major motivations.
| Generation | Primary Travel Reason | Percentage |
|---|---|---|
| Gen Z | Visiting family | 56% |
| Millennials | Visiting family | 50% |
| Boomers | Visiting family and friends | 57% |
| Millennials | Relaxation & stress relief | 47% |
| Gen Z | Relaxation & stress relief | 40% |
| Millennials | Self-discovery | 45% |
Travel Decision Influencers by Generation
Gen Z is heavily influenced by social media—90% say it shapes their travel choices. Millennials respond more to advertising, while Boomers lean toward informative content.
| Generation | Influencer | Percentage |
|---|---|---|
| Gen Z | Travel decisions influenced by social media | 90% |
| Gen Z | Chose destination after seeing social media posts | 36% |
| Millennials | Travel decisions influenced by advertising | 72% |
| Boomers | Influenced by informative advertising content | 66% |
| Boomers | Influenced by social media | 10% |
Source: CondorFerries
