The Future of Tourism Business: Insights and Trends for 2026-2035

On March 3, 2026, EY Strategy and Consulting will release a significant publication titled "The Future of Tourism Business: 2026-2035". Compiled under the oversight of leading industry experts, this book aims to elucidate the evolving dynamics of the tourism sector, emphasizing the importance of understanding shifts in social trends and technologies. With recent years having rendered the tourism industry vulnerable due to the pandemic, the insights gathered in this report are crucial for stakeholders looking to navigate the post-recovery landscape and prepare for the future.

Analyzing Market Trends

The report employs a PEST analysis framework—Political, Economic, Social, and Technological—to dissect the multifaceted trends that will influence the tourism sector. In doing so, it outlines seven key future trends that stakeholders should track, establishing 25 potential future scenarios that illustrate various pathways the tourism business could take.

Notably, advancements in AI, XR, and the metaverse are set to transform customer experiences and operational paradigms. Coupled with the emergence of large markets in Asia, particularly in India, these technological shifts suggest a recalibration of how tourism can thrive in a continuously globalizing world.

Future Scenarios: Opportunities Abound

The analysis does not stop at merely outlining trends; it delves deep into forecasting specific impacts on an array of related industries, including IT, distribution, automotive, healthcare, agriculture, and entertainment. As the tourism industry evolves, stakeholders across these sectors can expect new business opportunities to arise, offering diverse forms of collaboration and innovation that can reshape their business models.

Chihiro Hirabayashi, a Strategic Impact Partner at EYSC and the lead editor of the report, emphasizes the urgency of preparing for these impending changes. He mentions that inbound tourism to Japan is expected to exceed 40 million visitors by 2025, resulting in an estimated economic effect of 9.5 trillion yen. This kind of growth raises the question of sustainability and the target of reaching 60 million visitors by 2030.
The evolving trends, such as geopolitical risks, technological evolution, and shifting demographics, demand that industry leaders formulate robust business scenarios. Hirabayashi expresses hope that the report will act as a catalyst for businesses to adapt and thrive in this complex environment.

Seminar Announcement

In conjunction with the book's release, EY will host an online seminar featuring experts who will discuss the findings of the report and the future landscape of tourism in Japan. The event aims to provide valuable insights and foster dialogue among industry leaders and innovators.

Seminar details:

- Title: Future of Tourism Business 2026-2035 Seminar
- Date: March 12, 2026
- Time: 5:00 PM - 6:10 PM (JST)
- Format: Online

The seminar features notable speakers, including Rodrigo Gonzalez from The Economist Group and Yoshirou Tsuruhara from Auto Insight, who will share their perspectives on the future of tourism.

Free Download Offer

A special edited version of the book will be available for free download, allowing broader access to its insights. Interested readers can find more information on the contents and purchase options through the Nikkei BP website.

Overall, "The Future of Tourism Business: 2026-2035" not only analyzes current trends but also serves as a critical blueprint for businesses poised to capitalize on the dynamic nature of tourism. By understanding the implications of these trends, stakeholders can better position themselves for success in the upcoming decade, transforming challenges into opportunities within the tourism landscape.

Conclusion

As the world shifts towards an uncertain future, businesses in tourism and related sectors must cultivate adaptability and foresight. The findings presented in this report, coupled with the insights shared during the seminar, are essential for those aiming to navigate the complexities of tomorrow’s tourism industry and beyond.