Growth Moves East, Live Tourism, Luxury: What Drove the Skift Travel Health Index

Key Points

• Global travel grew by 2% in 2025, with the East becoming the primary growth engine while North America and Europe slowed.
• Travelers are increasingly prioritizing experiences, such as concerts and sports events, over traditional destinations—driving price surges in event-hosting cities.
• Despite inflation and high costs, luxury and premium travel flourished, with travelers opting for quality experiences and hotels maintaining high rates.

Summary

The 2025 Skift Travel Health Index reveals a resilient global travel industry, growing by 2% despite political and economic disruptions. Growth has shifted toward Eastern regions, while North America and Europe have softened. Travelers now prioritize unique experiences like concerts and sporting events over destinations, creating price surges in host cities. Meanwhile, luxury and premium travel have thrived, with high-income travelers undeterred by inflation and operators maintaining strong pricing strategies.