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Tour Operator Market Size, Share and Forecast 2026-2036

The global tour operator market is worth USD 546 bn in 2026 and is forecast to reach USD 906 bn by 2036, growing at a 5.2% CAGR. China is the largest country market and Package holidays is the largest by product segment.

USD 546 bnMarket size 2026
USD 906 bnForecast 2036
5.2%CAGR 2026-2036
ChinaLargest country

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5 segmentation views25 countries2026 to 2036 yearly forecast

Market overview

The global tour operator market is worth USD 546 bn in 2026 and is forecast to reach USD 906 bn by 2036, growing at a 5.2% CAGR. China is the largest country market and Package holidays is the largest by product segment.

ScopeRevenue of tour operators from packaged holidays and escorted tours that combine transport, accommodation and services, sold to leisure travellers.
IndustryTravel and Tourism
Value 2025USD 520 bn
Value 2026USD 546 bn
Value 2036USD 906 bn
CAGR 2026-20365.2%
Volume 2026461 million tour packages
Volume 2036598 million tour packages
Average price 2026USD 1,184 per tour package
Report priceStarts from USD 1,999
PublishedNovember 2026

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Tour Operator market size and forecast, 2026-2036

Exhibit 1The global tour operator market is forecast to grow from USD 546 bn in 2026 to USD 906 bn by 2036, a rise of 66%Global market value in USD: 2025 base year, 2026 estimate and forecast to 2036. CAGR 2026 to 2036: 5.2%
Tour Operator market value, 2025 to 2036Market value by year. 2025: USD 520 bn; 2026: USD 546 bn; 2027: USD 574 bn; 2028: USD 604 bn; 2029: USD 636 bn; 2030: USD 669 bn; 2031: USD 704 bn; 2032: USD 740 bn; 2033: USD 779 bn; 2034: USD 819 bn; 2035: USD 862 bn; 2036: USD 906 bn. Compound annual growth rate 2026 to 2036: 5.2%.2025546 bn2026704 bn2031906 bn20365.2% CAGR

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

YearMarket value
2026USD 546 bn
2027USD 574 bn
2028USD 604 bn
2029USD 636 bn
2030USD 669 bn
2031USD 704 bn
2032USD 740 bn
2033USD 779 bn
2034USD 819 bn
2035USD 862 bn
2036USD 906 bn

Tour Operator market segmentation

By product

Exhibit 2Package holidays is the largest segment by product, with 56.0% of 2026 revenueEstimated share of 2026 global revenue, by product
Tour Operator market share by product, 2026Share of 2026 revenue by product. Package holidays: 56.0%; Escorted and guided tours: 20.0%; Adventure and special interest tours: 14.0%; Cruise and rail packages: 10.0%.Package holidays56.0%Escorted and guided tours20.0%Adventure and special interest tours14.0%Cruise and rail packages10.0%

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Package holidays56.0%53.7%USD 306 bn4.8%
Escorted and guided tours20.0%20.1%USD 109 bn5.2%
Adventure and special interest tours14.0%16.2%USD 76.4 bn6.8%
Cruise and rail packages10.0%10.0%USD 54.6 bn5.2%

By booking channel

Exhibit 3Online adds the most revenue by booking channel, growing from USD 240 bn in 2026 to USD 476 bn by 2036Estimated revenue in USD by booking channel, 2026 and 2036 forecast
Tour Operator market by booking channel, 2026 and 2036Revenue by booking channel in 2026 and 2036. Online: USD 240 bn in 2026, USD 476 bn in 2036, change +98%; Travel agents: USD 229 bn in 2026, USD 311 bn in 2036, change +36%; Direct and corporate: USD 76.4 bn in 2026, USD 120 bn in 2036, change +57%.20262036 forecastChangeOnline+98%240 bn476 bnTravel agents+36%229 bn311 bnDirect and corporate+57%76.4 bn120 bn

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Online44.0%52.5%USD 240 bn7.1%
Travel agents42.0%34.3%USD 229 bn3.1%
Direct and corporate14.0%13.2%USD 76.4 bn4.6%

By tour type

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Package holidays40.0%37.0%USD 218 bn4.4%
Guided group tours20.0%20.0%USD 109 bn5.2%
Independent and tailor-made trips18.0%21.0%USD 98.3 bn6.8%
Adventure and special interest tours14.0%15.0%USD 76.4 bn5.9%
Cultural and heritage tours8.0%7.0%USD 43.7 bn3.8%

By tour direction

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Domestic tours38.0%36.0%USD 207 bn4.6%
Outbound tours44.0%43.0%USD 240 bn5.0%
Inbound tours18.0%21.0%USD 98.3 bn6.8%

By trip length

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Day tours14.0%13.0%USD 76.4 bn4.4%
2 to 5 nights28.0%27.0%USD 153 bn4.8%
6 to 10 nights36.0%34.0%USD 197 bn4.6%
11 nights or more22.0%26.0%USD 120 bn7.0%

Top 25 countries for tour operator by revenue

Countries are ranked by revenue earned from sales in the country, not by where the product is made. The ten largest hold 76.0% of 2026 revenue and the 25 countries below together hold 94.2%.

Exhibit 4China is the largest country market at USD 109 bn in 2026, and the three largest countries hold 43.0% of global revenueEstimated 2026 revenue in USD and share of the global market, ten largest countries
Tour Operator market, ten largest countries in 2026Ten largest countries by 2026 revenue. China: USD 109 bn, 20.0%; United States: USD 76.4 bn, 14.0%; Germany: USD 49.1 bn, 9.0%; United Kingdom: USD 49.1 bn, 9.0%; France: USD 27.3 bn, 5.0%; Japan: USD 27.3 bn, 5.0%; India: USD 27.3 bn, 5.0%; Russia: USD 16.4 bn, 3.0%; Italy: USD 16.4 bn, 3.0%; Spain: USD 16.4 bn, 3.0%.China109 bn 20.0%United States76.4 bn 14.0%Germany49.1 bn 9.0%United Kingdom49.1 bn 9.0%France27.3 bn 5.0%Japan27.3 bn 5.0%India27.3 bn 5.0%Russia16.4 bn 3.0%Italy16.4 bn 3.0%Spain16.4 bn 3.0%

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

#CountryValue 2026Share 2026Value 2036CAGR 2026-36
1ChinaUSD 109 bn20.0%USD 217 bn7.1%
2United StatesUSD 76.4 bn14.0%USD 114 bn4.1%
3GermanyUSD 49.1 bn9.0%USD 69.8 bn3.6%
4United KingdomUSD 49.1 bn9.0%USD 69.8 bn3.6%
5FranceUSD 27.3 bn5.0%USD 39.0 bn3.6%
6JapanUSD 27.3 bn5.0%USD 37.2 bn3.1%
7IndiaUSD 27.3 bn5.0%USD 68.0 bn9.6%
8RussiaUSD 16.4 bn3.0%USD 23.6 bn3.7%
9ItalyUSD 16.4 bn3.0%USD 24.5 bn4.1%
10SpainUSD 16.4 bn3.0%USD 24.5 bn4.1%
11NetherlandsUSD 15.6 bn2.9%USD 24.3 bn4.5%
12CanadaUSD 13.4 bn2.5%USD 22.4 bn5.3%
13AustraliaUSD 11.5 bn2.1%USD 19.3 bn5.3%
14South KoreaUSD 9.9 bn1.8%USD 16.6 bn5.3%
15BrazilUSD 8.5 bn1.6%USD 14.2 bn5.3%
16TurkeyUSD 7.3 bn1.3%USD 13.1 bn6.0%
17ThailandUSD 6.3 bn1.1%USD 11.3 bn6.1%
18United Arab EmiratesUSD 5.4 bn1.0%USD 9.7 bn6.0%
19PolandUSD 4.6 bn0.8%USD 7.8 bn5.3%
20SwedenUSD 4.0 bn0.7%USD 6.3 bn4.6%
21SwitzerlandUSD 3.4 bn0.6%USD 5.3 bn4.5%
22MexicoUSD 2.9 bn0.5%USD 5.0 bn5.4%
23EgyptUSD 2.6 bn0.5%USD 4.5 bn5.8%
24IndonesiaUSD 2.2 bn0.4%USD 3.9 bn6.0%
25AustriaUSD 1.9 bn0.3%USD 2.9 bn4.3%
Rest of worldUSD 31.5 bn5.8%USD 52.7 bn5.3%
Exhibit 5China and India account for 41% of the USD 360 bn the market is forecast to add by 2036Forecast revenue added between 2026 and 2036 by country, in USD
Tour Operator market, where the growth to 2036 comes fromRevenue added between 2026 and 2036. Market value 2026: USD 546 bn. China: +USD 107 bn; India: +USD 40.7 bn; United States: +USD 37.8 bn; Germany: +USD 20.7 bn; United Kingdom: +USD 20.7 bn; 20 other countries: +USD 112 bn; Rest of world: +USD 21.2 bn. Market value 2036: USD 906 bn.Market value 2026546 bnChina+107 bnIndia+40.7 bnUnited States+37.8 bnGermany+20.7 bnUnited Kingdom+20.7 bn20 other countries+112 bnRest of world+21.2 bnMarket value 2036906 bn

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

Competitive landscape

Group 1: Global leaders

  • TUI Group
  • Trip.com Group
  • Jet2 Holidays
  • Intrepid Travel
  • Expedia Group
  • Thomas Cook India
  • JTB Corporation
  • CITS Group

Group 2: Regional and specialist players

  • Dertour
  • Kuoni
  • Tui Deutschland
  • Club Med
  • Abercrombie & Kent
  • Tuniu
  • Hotelplan Group
  • Globus Family of Brands
  • The Travel Corporation
  • G Adventures

Group 3: Emerging and niche players

  • Tripadvisor Experiences
  • Klook
  • Viator
  • Contiki
  • Exodus Adventure Travels
  • Kesari Tours
  • Black Tomato

Research methodology

Every figure on this page comes from the research framework that we apply to all of the markets we cover. The 2025 base for the tour operator market is built from the volume sold and the price that buyers pay, and is cross-checked against the size of the wider industry the market belongs to. Where a market can be sized in more than one way, the routes are compared before a figure is set.

The forecast runs year by year from the 2025 base to 2036. Growth in each year reflects demand from the industries that buy the product, adoption of new technology, pricing, regulation and replacement cycles. Volume and price are modelled together, so revenue in each year equals volume multiplied by average price. The 2026 to 2036 compound annual growth rate of 5.2% is calculated from the resulting values.

The market is divided by product, by booking channel, by tour type, by tour direction, by trip length. The 25 largest countries are ranked by revenue earned from sales to buyers in each country, not by where the product is made. Segment values and country values add up to the market total in every year, and every report is checked for consistency before it is published.

Companies are placed in three groups: global leaders, regional and specialist players, and emerging and niche players. The groups describe how companies compete in the market. They are not a ranking and they are not market shares.

Our analysts also carry out primary research. Customized reports add interviews with key opinion leaders, such as senior executives, technical specialists and buyers, to test the assumptions behind the numbers for the question being asked.

Read the full research methodology

Frequently asked questions

How big is the tour operator market?

The global tour operator market is estimated at USD 520 bn in 2025 and USD 546 bn in 2026.

How fast will the tour operator market grow?

It is forecast to reach USD 906 bn by 2036, a compound annual growth rate of 5.2% from 2026, an increase of USD 360 bn.

Which country is the largest market for tour operator?

China is the largest market by revenue at USD 109 bn in 2026, 20.0% of the global total. The three largest countries together hold 43.0%.

Which country is growing fastest?

Among the ten largest markets, India is growing fastest at 9.6% a year from 2026 to 2036.

Which tour operator segment is largest?

In the by product split, Package holidays is the largest segment with 56.0% of 2026 revenue.

Who are the leading tour operator companies?

Global leaders include TUI Group, Trip.com Group, Jet2 Holidays, Intrepid Travel.

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