As emerging markets expand their tourism offerings and diversify visitor source markets, the sector is increasingly shaped by digitalisation, sustainability and long-term resilience planning. Governments and private operators are leveraging technology to improve visitor experiences, manage capacity and align tourism development with emissions-reduction targets, reflecting a shift towards value-driven and sustainable growth.
Global travel demand has largely normalised following the Covid-19 pandemic disruption, with several regions recording sustained momentum above pre-2020 benchmarks. Destinations in the Middle East and the Caribbean have been among the strongest performers, supported by infrastructure investment, improved air connectivity and targeted destination marketing. At the same time, Asia-Pacific remains central to global tourism growth, underpinned by its expanding middle class and the gradual restoration of outbound travel flows from major source markets, including China.
The recovery in travel demand is projected to create 126m jobs globally over 2022-32, according to the World Travel & Tourism Council (WTTC), with more than 60% of those jobs in the Asia-Pacific region. As demand shifts towards more experiential, cultural and nature-based travel, destinations are adapting their offerings to attract higher-spending and longer-stay visitors, while reducing exposure to external shocks.
Policy Support
Many governments are recalibrating tourism policy to promote more inclusive and resilient sector growth. Measures increasingly focus on bolstering local supply chains, supporting micro-, small and medium-sized enterprises (MSMEs), and improving workforce participation and skills development. MSMEs account for an estimated 80% of tourism businesses globally, making them a target for policy interventions aimed at boosting productivity and spreading the economic benefits of tourism more evenly.
In South-east Asia, labour market reforms and training initiatives are being introduced to address skills gaps and support service quality as visitor numbers continue to rise. Thailand, for example, has expanded vocational training and flexible employment programmes within the hospitality sector as part of its efforts to sustain competitiveness and accommodate rising demand. Across Africa, tourism is one of the continent’s fastest-growing sectors, recording a 10% rise in global arrivals in the first nine months of 2025, with Egypt, South Africa and Morocco as standout destinations.
Innovation
Private sector actors play an important role in reshaping tourism ecosystems, particularly through the adoption of technology and climate-focused business models. Venture studios and start-ups are developing digital booking platforms, data-driven destination management tools and sustainability-focused services to improve efficiency and reduce environmental impact. In East Africa, for example, Kenya-based Purple Elephant Ventures has supported early-stage tourism firms operating at the intersection of technology, climate and hospitality, highlighting the role of innovation in emerging tourism markets.
Diversification Tool
Tourism continues to form a central pillar of economic diversification strategies in the Middle East, with governments pursuing large-scale destination development and cultural tourism initiatives. In Saudi Arabia, tourism is a core component of Vision 2030, supported by investment in giga-projects, heritage sites and transport infrastructure aimed at positioning the Kingdom as a global tourism, culture and entertainment centre. The designation of Diriyah as a flagship development underscores the emphasis on heritage-led tourism and destination branding.
Elsewhere, Egypt is benefitting from a reinvigorated tourism industry. Revenue from the sector is set to rise by 4% to reach $17.8bn in 2026, according to projections from data and research company Fitch Solutions. The agency noted that the sector has fully recovered from the pandemic’s impact, as tourist arrivals increased by 26.9% in 2023, surpassing 2019 levels by around 114%.
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