2024 Tourism Trends: The Rise of Sports, Gig-Tripping, Slow Travel, and Alternative Destinations
(IN SHORT) In 2024, the global tourism industry made a strong comeback, with 285 million tourists traveling in the first quarter. Accor’s European Travel Trends report highlights a growing demand for wellness, sports, culture, and sustainable travel. To meet these demands, ALL.com, Accor’s booking platform, is offering tailored travel experiences. Sports tourism, particularly linked to events like Paris 2024, continues to rise, and cultural tourism is being reshaped by “gig-tripping” — traveling for major concerts. Looking ahead, slow travel and environmentally responsible travel choices are gaining popularity, with ALL.com expanding its sustainable offerings. The rise of “dupe destinations” is also reshaping travel, as tourists seek alternative spots to avoid overcrowding.
(PRESS RELEASE) Paris, France, 2025-Jan-10 — /Travel PR News/ — 2024 marked a pivotal year for global tourism, with the industry largely bouncing back to pre-pandemic levels. By the first quarter of 2024, more than 285 million tourists had already traveled, and Accor’s European Travel Trends report revealed that 53% of Europeans were planning to increase their travel budgets in 2025. This highlights a growing interest in experiences related to wellness, sports, culture, and sustainability. ALL.com, Accor’s booking platform and loyalty program, is well-positioned to meet these evolving expectations by offering tailored, unique travel experiences for today’s and tomorrow’s travellers.
2024 saw sports tourism continue its upward trajectory, fueled by events such as the Paris 2024 Olympics. The trend has gained substantial momentum, with 25% of ALL members attending sports or musical events, particularly among younger travelers aged 18–34. Sports tourism, which was valued at USD 564.7 billion in 2023, is expected to grow by 12% in 2025. In response, Accor’s Novotel and ALL.com launched a groundbreaking experience: La Suite Novotel, a permanent hotel room at Paris’s Parc des Princes stadium, allowing guests to stay inside the heart of the Paris Saint-Germain home ground while enjoying Novotel’s comfort.
Cultural tourism has also seen a shift with the rise of gig-tripping, where major concerts become the foundation for extended holidays. In Sydney, the Taylor Swift Eras Tour at Accor Stadium attracted 335,000 fans, driving record bookings at the city’s 40 Accor hotels. Through its partnerships with venues such as Accor Arena in Paris and Qudos Bank Arena in Sydney, ALL.com provides exclusive concert access and tailor-made experiences, further enhancing its appeal in the entertainment sector.
Looking ahead to 2025, the focus is on slow travel—a growing trend where travelers prioritize sustainability and the journey over the destination. Younger generations are increasingly choosing environmentally responsible modes of transport, driving the shift to slow travel. In alignment with this movement, ALL.com is strengthening its sustainable travel offerings, including partnerships with SNCF for green mobility and Sixt for electric vehicle rentals. The platform also supports charitable causes, allowing members to donate loyalty points to charity.
In response to overtourism’s mounting challenges, travelers are also turning to ‘dupe destinations,’ opting for less crowded alternatives to popular spots like Venice, Bali, and Amsterdam. This trend reflects a desire to explore quieter, more sustainable destinations. To support this, ALL.com is adding unique locations to its portfolio in 2025, including the Raffles Jeddah in Saudi Arabia, Mövenpick Resort & Spa at Bintan Lagoon in Indonesia, and MGallery Green Coast in Albania—ideal alternatives to more saturated tourist areas.
Forecasts for 2025 show that France, Thailand, and Australia will be the top destinations, with travelers also seeking out alternative options in over 2,200 destinations globally. ALL.com’s extensive offerings of over 5,600 hotels across 45 brands will help travelers find the perfect destination for a sustainable, enriching experience.
About ALL
ALL is a booking platform and loyalty program embodying the Accor promise during and beyond the hotel stay. Through the ALL.com website and app, customers can access an unrivaled choice of stays from more than 45 Accor brands in 110 countries, always at the best price. The ALL loyalty program gives members access to a wide range of rewards, services and experiences, along with over 100 renowned partners. ALL supports its members daily, enabling them to live their passions with over 2,000 events worldwide each year: local activities, chef masterclasses, major sports tournaments and the most eagerly awaited concerts. ALL is the loyalty program preferred by travelers.
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Media Contacts:
ALL:
Mélanie MAHIETTE
Melanie.MAHIETTE@accor.com
AOP FOR ALL:
Clara GUITARD
clara@agence-op.fr
06 82 52 34 84
Anaïs ALAURENT
a.alaurent@agence-op.fr
06 63 35 34 64
Source: Accor
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