Skift • Qiddiya City

New Report: The Power of Play and Its Impact on Global Tourism

New Report: The Power of Play and Its Impact on Global Tourism

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As consumer preferences shift toward more experiential travel, destinations that embrace entertainment, sports, and cultural (ESC) tourism will be better positioned to attract both regional visitors and international travelers. Through this lens, this report explores five key trends that signal the rising power of play on the global tourism landscape.

A new survey from Skift and Qiddiya City revealed that travelers are willing to increase their budgets to participate in ESC experiences, and they are being drawn more and more to play activities that suit their personal interests. Travel companies that ignore the leading edge of this opportunity may miss the boat and fall behind competitively on the global stage in the years and decades to come.

What you’ll find in this report:

Data from a global survey of more than 2,500 travelers and 300 travel executives: Find out why participating and investing in entertainment, sports, and cultural tourism has become a global phenomenon.
93 percent of executives and 86 percent of travelers agreed that participating in play activities is important to an overall sense of happiness and well-being: See how destinations and travel companies are recalibrating.
More than 70 percent of travelers said that play has become more central to their travel plans in the past five years: Learn what this momentum means for the industry’s future.
68 percent of travelers are willing to spend more on trips planned around play: Find out which demographics participate in different types of activities and how far they’re willing to go.
92 percent of executives agreed that a focus on play will become more critical in global tourism in the next five years: See what they’re doing to meet the moment.