This study is the result of a collaboration between Deloitte and Google in order to combine their experience and knowledge of the sector and obtain relevant information on the past and future evolution of the main destinations and source markets.

The objectives are to analyse traveller profiles and tourism clusters and to deliver our 2040 vision to help travel operators and distributors anticipate and adapt to future trends.

• The evolution of travel: from 1990s to 2023
• The future of source markets and destinations: 2040 vision
• Implications of 2040 travel trends