Electronic (E) Tourism Market Report 2026

The electronic (e) tourism market size has grown rapidly in recent years. It will grow from $1.33 trillion in 2025 to $1.48 trillion in 2026 at a compound annual growth rate (CAGR) of 11.7%. The growth in the historic period can be attributed to growth of internet penetration in travel planning, expansion of online travel agencies, rising consumer preference for digital bookings, development of global distribution systems, increased use of social media in travel decisions.

The electronic (e) tourism market size is expected to see rapid growth in the next few years. It will grow to $2.3 trillion in 2030 at a compound annual growth rate (CAGR) of 11.5%. The growth in the forecast period can be attributed to increasing adoption of AI-driven travel recommendations, expansion of virtual tourism experiences, rising focus on contactless travel solutions, growth of smart destination platforms, increasing integration of blockchain in travel transactions. Major trends in the forecast period include increasing adoption of online travel booking platforms, rising demand for personalized travel planning tools, growing use of data analytics in tourism services, expansion of mobile-based travel applications, enhanced focus on seamless digital travel experiences.

The increasing interest in heritage travel is expected to contribute to the expansion of the electronic (E) tourism market in the coming years. Heritage travel involves visiting cultural and historical locations to learn about and appreciate a region’s past, traditions, and architectural heritage. The rising enthusiasm for heritage travel is driven by travelers’ desire for authentic experiences that connect them more deeply with history and culture. E-tourism supports heritage travel by offering digital access to information, virtual tours, booking platforms, and user reviews related to cultural and historical attractions. For example, in November 2024, Historic England - a UK-based heritage organization - reported that heritage-related international tourism spending reached a record £12.5 billion ($16.7 billion) in 2023. The sector also saw a strong rebound in 2022, with 14.5 million heritage-related international visits, and momentum continued in 2023 as visits returned to pre-pandemic levels, reaching 17.6 million. Therefore, growing interest in heritage travel is fueling the growth of the electronic (E) tourism market.

Companies within the E-tourism market are increasingly adopting personalized recommendation tools such as AI-powered trip planners to boost customer engagement and encourage more bookings. These platforms use artificial intelligence to design tailored itineraries, improving user satisfaction while increasing the likelihood of reservations. For instance, in June 2023, Booking.com, a Netherlands-based online travel platform, introduced its AI Trip Planner, a new feature within its mobile app that uses AI and large language models to deliver a conversational, highly personalized trip-planning experience. Through this tool, users can receive customized travel suggestions, explore destinations, and book accommodations seamlessly via an interactive chat interface.

In September 2024, eSKY.pl S.A., a Poland-based provider of travel technology and online travel services, acquired Thomas Cook (India) Limited for an undisclosed amount. The goal of this acquisition was to strengthen eSky Group’s market position by expanding beyond flight services into broader electronic tourism offerings, including dynamic vacation packages and curated travel experiences, while also deepening its presence across mature Western European markets. Thomas Cook (India) Limited is a UK-based provider of online vacation packages and travel services and remains one of the most recognizable brands in global tourism.

Major companies operating in the electronic (e) tourism market are Booking Holdings Inc., Expedia Group, Airbnb Inc., Trip.com Group, Amadeus IT Group, TripAdvisor Inc., Trivago N V, MakeMyTrip Limited, Lastminute com Group, Skyscanner Limited, Hopper Inc., Traveloka, Yatra Online Inc., eDreams ODIGEO, Despegar, TUI Group, Cleartrip, GetYourGuide, Klook Travel Technology, Musement.

North America was the largest region in the electronic (E) tourism market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the electronic (e) tourism market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the electronic (e) tourism market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The electronic (E) tourism market consists of revenues earned by entities by providing services such as personalized recommendations, loyalty programs, virtual and augmented reality experiences, virtual tours, AR navigation, and itinerary management. The market value includes the value of related goods sold by the service provider or included within the service offering. The electronic (E) tourism market also includes sales of flight booking platforms, travel packages, customized travel packages, tour packages. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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