How connectivity is shaping the future of global tourism

How connectivity is shaping the future of global tourism

Connectivity defines travel and tourism’s very purpose – to connect people with places, cultures, and experiences. It brings friends, family, and colleagues together, forges new relationships, and expands our knowledge of the world.

In 2024, travel’s power to move and connect people will reach new heights, with international tourist arrivals forecast to hit an all-time high of 1.53 billion, according to UN Tourism, and global air passenger traffic projected to top 9.5 billion, up 10% year-on-year, ACI World reveals.

But today, the concept of connectivity has evolved to mean much more than tourism movements, encompassing both technological and social advancements that are transforming how people travel and how the industry operates.

From seamless travel planning and efficient transportation to promoting cultural exchange and driving sustainable development, the impact of connectivity on the future of global tourism is boundless.

The dual nature of connectivity in tourism

In global tourism, connectivity means many things to many people, but it can broadly be defined as technological and social. Technological connectivity refers to the tools and systems that make travel easier, from planning your trip to the journey itself, like internet access, travel apps, and modern transportation networks.


In 2023, approximately 5.3 billion people, or 67% of the global population, were using the internet, facilitating easier access to travel information. Furthermore, the global mobile travel booking market is projected to grow at a CAGR of 10.7% between now and 2031, reaching $612.5 billion by that date, highlighting the increasing reliance on mobile apps for travel arrangements.


Social connectivity refers to the interactions and relationships that form between people through platforms like social media, as well as community engagement and cultural exchange. Cultural tourism, accounting for approximately 40% of global tourism, underscores the importance of these social connections in fostering mutual understanding across cultures (UNWTO).

​Additionally, tourism contributes almost $10 trillion to the global economy and supports around 330 million jobs, World Travel & Tourism Council (WTTC) figures reveal, emphasising the role of community engagement in tourism sustainability.

The role of technology in travel planning

A highly connected world means technology is revolutionising the way travellers plan and experience their journeys. 


According to Statista, 83% of travellers now rely on mobile phones for researching destinations, making bookings, and managing their itineraries.


This connectivity gives tourists the power to stay informed and flexible, adjusting plans on the go.

Platforms like Google Maps, TripAdvisor, and Booking.com have become indispensable, empowering users to seamlessly book accommodations, find restaurants, and explore attractions – all with real-time reviews and updates.

Connectivity is also breaking down barriers, making travel more accessible and enriching, with apps like Google Translate, for example, bridging language gaps.

Meanwhile, AI-powered platforms such as Hopper and Skyscanner leverage vast amounts of data to offer personalised flight and accommodation recommendations, predicting the best times to book for optimal pricing. This use of real-time data creates a more dynamic and connected planning process, so that travellers can make smarter decisions.

Even mid-trip, the power of connectivity continues to reshape the travel experience. The EU’s mandate for 5G connectivity on aircraft is a game-changer, permitting passengers to remain fully connected throughout their flights.

In-flight Wi-Fi has become essential, enabling passengers to update itineraries, stay connected, or work while flying. Connectivity strongly influences consumer choices, with research showing that 82% of airline passengers prefer carriers with quality Wi-Fi, 77% consider it important during flights, and 79% use it when available. As a result, the in-flight Internet market is projected to grow from $1.6 billion in 2024 to $2.1 billion by 2029, according to Research & Markets.

The emergence of smart destinations

Smart strategies are reshaping the connection between people and places. ‘Smart destinations’ are using advanced technology to deliver seamless and connected experiences that enhance convenience, safety, and engagement for visitors and residents alike.

Singapore exemplifies this with smart infrastructure, offering widespread free Wi-Fi, real-time transport updates, and cashless payments for everything from taxis to street vendors. Its Smart Nation initiative uses sensors and cameras to monitor traffic flow and air quality, ensuring an optimised urban experience.

Barcelona has also embraced innovation with interactive digital kiosks providing real-time information on attractions, transport, and events. Dubai is taking it further with AI-driven customer services at airports and plans to replace passports with biometric recognition. The emirate also uses real-time data tracking to improve the visitor experience and is poised to roll out smart stations with free internet and phone charging to enhance connectivity.

Amsterdam is using data from social media and its City Card to direct tourists to lesser-known areas, easing pressure on crowded spots and tackling overtourism, while social responsibility is at the heart of Helsinki’s data-led strategies. Finland’s capital monitors residents’ views on tourism and adjusts its policies in response; a virtual twin of the city simulates urban conditions for improved planning and traffic management; and The Mobility Lab Helsinki leverages real-time traffic data and AI to optimise flow and minimise emissions.

The power of social connectivity

Beyond technology, social connectivity is central to shaping perceptions of tourism destinations.

The rise of social media has amplified the voice of travellers, enabling them to share reviews, recommendations, and experiences with a global audience. Its role in shaping travel behaviour should not be underestimated, with recent studies showing around 52% of travellers are inspired to visit new destinations after seeing posts from friends and family on social platforms.

And, in a recent interview with Euronews Travel, TikTok’s Head of Global Business Solutions for Europe, Stuart Flint, revealed: “71% of European TikTok users actively search for travel content, and 77% are inspired to visit a destination or purchase a travel-related product after discovering it on TikTok”.

Some 71% of travel brands report Instagram brings more traffic and higher levels of engagement than other social platforms, recent research reveals, and the hashtags #travel and #vacation are used more than 200 million times each month on this platform.

Influencers are at the forefront of connecting people to destinations, which is why 70% of travel brands have incorporated influencer marketing into their strategies, according to the Influencer Marketing Hub. This allows brands to showcase their offerings in a relatable, authentic way through trusted voices.

Travel companies are also leveraging social media to build online communities where travellers share their experiences. This not only fosters a sense of belonging that transcends borders but transforms travellers into brand ambassadors. User-generated content, such as reviews and recommendations, has a powerful impact on shaping travel decisions – 93% of consumers’ buying habits are influenced by reviews, underscoring the importance of social proof in the travel industry.

Enhancing transportation connectivity

“Mobility and its pillars of transport (air, inland and maritime) are at the very centre of our socio-economic fabric, underpinning social connections and facilitating access to goods and services, including trade, jobs, health care and education,” says the International Civil Aviation Organisation (ICAO). “In today’s world, mobility by air, road and water is all about efficiencies, speed, interconnectivity and accessibility by all.”

Improvements in transportation infrastructure are critical to opening up new destinations to travellers. The expansion of flight routes and the development of more efficient public transport systems have made previously hard-to-reach locations accessible to a global audience.

For instance, the introduction of direct flights to remote areas like the Galápagos Islands or Bhutan has led to a surge in tourist numbers, benefiting local economies and creating new job opportunities. Furthermore, the construction of high-speed rail systems, like those in China and Europe, has also reduced travel time between cities, making multi-destination trips more convenient and attractive for tourists, not to mention more sustainable.


New air routes open on a daily basis, meaning air connectivity is constantly being strengthened. In Europe alone, 1,429 airline routes launched in 2023, according to Air Service One. Of those, 36% (512 routes) were launched with direct competition, while 64% (917 routes) had no competition, leveraging untapped connectivity.


Luxury and business travel redefined

One key sector driving flight demand is business travel, spend on which is expected to reach a record $1.48 trillion by the end of 2024 and projected to surpass $2 trillion by 2028, according to GBTA. In 2024, 20% of business travellers were expected to take six to 10 trips, and 10% said they would take more than 10 trips, a Deloitte study found, with further growth anticipated in 2025.

Better air transport connectivity also improves business travel by enabling employees to stay productive while in the air and by reducing disruptions. Aside from in-flight Wi-Fi, tools that monitor flights and trains can alert travellers and their employers about delays, cancellations, and alternatives, while AI-powered tools help with live updates on flight statuses, virtual check-ins, touchless checkouts, and offer alerts.

An American Express Global Business Travel (Amex GBT) survey discovered 95% of frequent business travellers believe AI can enhance their travel experience, with added convenience (44%), cost efficiencies (43%), and streamlined expense management (41%) cited among the top benefits.


Similarly, the global luxury travel market, expected to be worth $1.65 trillion by 2031 (Allied Market Research), is set to gain significantly from a hyper-connected world as it enhances access to the bespoke, high-end experiences driving demand growth.


From exclusive private charters and concierge services that anticipate needs in real-time to tailored itineraries that can be adjusted on the go, connectivity enables elite travellers to craft exclusive journeys with unparalleled ease.

Personalised services, whether arranging last-minute bookings at top-tier hotels or accessing remote, luxurious destinations, are now accessible at the touch of a button, making high-end travel more dynamic and refined than ever before.

Job creation and economic impact

Enhanced connectivity not only benefits travellers but has a significant impact on local economies. The aforementioned ICAO report points out that if this growth path is achieved by 2036 the air transport industry will then contribute 15.5 million in direct jobs and $1.5 trillion of GDP to the world economy. Once the impacts of global tourism are considered, these numbers could rise to 97.8 million jobs and $5.7 trillion in GDP.

The tourism industry is one of the largest economic contributors globally, forecast to generate a remarkable $16 trillion by 2034, making up 11.4% of the entire economic landscape, according to the WTTC. It will be a “job creation juggernaut”, providing employment for 449 million people worldwide, nearly 12.2% of the workforce.

“Travel and Tourism is on the brink of its most transformative era yet, promising prosperity, innovation, and connection on a scale we’ve yet to see,” it says.

Enhanced technological and transport connectivity attract more tourists, stimulating job creation in hospitality, retail, and transportation sectors. In developing regions, tourism serves as a catalyst for economic growth by increasing demand for local goods and services, supporting small businesses, and creating employment for local communities. This, in turn, helps alleviate poverty and promote sustainable development, aligning with several of the United Nations’ Sustainable Development Goals (SDGs), such as reducing inequalities, promoting economic growth, and fostering sustainable cities and communities.

The challenges of connectivity in tourism

While increased connectivity brings numerous benefits to the tourism industry, it’s important to note that it also presents several challenges. With 80% of travellers visiting just 10% of the world’s tourist destinations, one of the most pressing issues is overtourism, causing detrimental impacts on the environment, communities and the visitor experience.

Popular destinations like Venice, Amsterdam, Barcelona and Machu Picchu, to name a few, have struggled to find a balance between the influx of tourists and the preservation of their cultural heritage, natural environments, and residents’ daily lives.

Conversely, the problem – connectivity – is also a solution. By improving access to lesser-known locations (through transportation) and promoting travel at off-peak times (through digital and social promotion strategies), destinations can leverage connectivity to mitigate the impact of overtourism.

Another challenge is the digital divide – the unequal access to technology and connectivity in different regions. In some parts of the world, lack of internet access and infrastructure prevents local communities from fully benefiting from the global tourism industry. Bridging this gap is essential to ensure that all regions can participate in and benefit from the growth of global tourism.

It’s a small world after all

Whether through technological advancements or social interactions, connectivity enables travellers to build cultural bridges, foster mutual understanding, and celebrate the diversity that defines our world.

As Julia Simpson, President of the WTTC, eloquently states:


 “Travel empowers local people, safeguards our planet’s heritage, and brings the world closer together.”


Connectivity shrinks the world, but it’s our moral imperative to ensure these connections are sustainable for people and the planet. As tourism thrives on connectivity, we must also navigate its challenges responsibly.

The industry must commit to investing in and adapting to sustainable forms of connectivity for future growth. This approach will unleash travel’s potential to empower, enrich, and unite us while creating a more connected world for generations to come.


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