Overtourism is forcing both travellers and local authorities to rethink how destinations are explored. Rising costs and local regulations, such as tourist taxes and limits on short-term rentals, are pushing travellers to alternative locations, including less-travelled regions of already-popular tourist countries.

The digitalisation of travel is accelerating, from e-Visa programmes and biometric border gates to apps that facilitate banking, communication and translation on the move. AI is playing an increasingly supportive role in planning. However, human oversight remains essential to account for nuances that technology alone cannot capture. Humans provide tailored experiences, on-the-ground insights and the ability to solve problems as they happen.

The outlook for inbound travel to the United States remains cautious. Policy uncertainty and new entry restrictions may temper growth, although numbers are expected to stabilise if no further deterioration occurs. However, perceptions of government hostility to tourists will linger going into major events such as FIFA World Cup 2026 and the 2028 Summer Olympics & Paralympics. 

Solo travel continues to gain traction, with popular destinations including Bali, Thailand, India, Japan, Italy, Portugal, Spain, Greece, Iceland, Ireland, Australia and New Zealand. Cities such as New York, Vancouver, Sydney, Tokyo, Lisbon and Berlin remain key hubs. While solo travel offers flexibility and independence, safety and cultural awareness are critical considerations.