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Tourism Marketing Market Size, Share and Forecast 2026-2036

The global tourism marketing market is worth USD 117 bn in 2026 and is forecast to reach USD 230 bn by 2036, growing at a 7.0% CAGR. United States is the largest country market and Search and performance marketing is the largest by channel segment.

USD 117 bnMarket size 2026
USD 230 bnForecast 2036
7.0%CAGR 2026-2036
United StatesLargest country

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5 segmentation views25 countries2026 to 2036 yearly forecast

Market overview

The global tourism marketing market is worth USD 117 bn in 2026 and is forecast to reach USD 230 bn by 2036, growing at a 7.0% CAGR. United States is the largest country market and Search and performance marketing is the largest by channel segment.

ScopeMarketing services and media spend by travel and tourism businesses and destinations: advertising, performance marketing, agency fees, loyalty and content marketing for hotels, airlines, cruise lines, tour operators and travel platforms.
IndustryTravel and Tourism
Value 2025USD 110 bn
Value 2026USD 117 bn
Value 2036USD 230 bn
CAGR 2026-20367.0%
Volume 20261,566 million international arrivals
Volume 20362,527 million international arrivals
Average price 2026USD 74.8 per international arrival
Report priceStarts from USD 1,999
PublishedNovember 2026

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Tourism Marketing market size and forecast, 2026-2036

Exhibit 1The global tourism marketing market is forecast to grow from USD 117 bn in 2026 to USD 230 bn by 2036, a rise of 97%Global market value in USD: 2025 base year, 2026 estimate and forecast to 2036. CAGR 2026 to 2036: 7.0%
Tourism Marketing market value, 2025 to 2036Market value by year. 2025: USD 110 bn; 2026: USD 117 bn; 2027: USD 125 bn; 2028: USD 134 bn; 2029: USD 144 bn; 2030: USD 154 bn; 2031: USD 164 bn; 2032: USD 176 bn; 2033: USD 188 bn; 2034: USD 201 bn; 2035: USD 215 bn; 2036: USD 230 bn. Compound annual growth rate 2026 to 2036: 7.0%.2025117 bn2026164 bn2031230 bn20367.0% CAGR

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

YearMarket value
2026USD 117 bn
2027USD 125 bn
2028USD 134 bn
2029USD 144 bn
2030USD 154 bn
2031USD 164 bn
2032USD 176 bn
2033USD 188 bn
2034USD 201 bn
2035USD 215 bn
2036USD 230 bn

Tourism Marketing market segmentation

By channel

Exhibit 2Search and performance marketing is the largest segment by channel, with 34.0% of 2026 revenueEstimated share of 2026 global revenue, by channel
Tourism Marketing market share by channel, 2026Share of 2026 revenue by channel. Search and performance marketing: 34.0%; Social and influencer: 18.0%; Display and video advertising: 16.0%; Traditional media: 12.0%; Email, loyalty and CRM: 12.0%; Events and sponsorship: 8.0%.Search and performance marketing34.0%Social and influencer18.0%Display and video advertising16.0%Traditional media12.0%Email, loyalty and CRM12.0%Events and sponsorship8.0%

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

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Search and performance marketing34.0%35.7%USD 39.8 bn7.5%
Social and influencer18.0%23.8%USD 21.1 bn10.0%
Display and video advertising16.0%15.3%USD 18.7 bn6.5%
Traditional media12.0%6.4%USD 14.1 bn0.5%
Email, loyalty and CRM12.0%12.0%USD 14.1 bn7.0%
Events and sponsorship8.0%6.6%USD 9.4 bn5.0%

By sector

Exhibit 3Online travel agencies and platforms adds the most revenue by sector, growing from USD 32.8 bn in 2026 to USD 69.1 bn by 2036Estimated revenue in USD by sector, 2026 and 2036 forecast
Tourism Marketing market by sector, 2026 and 2036Revenue by sector in 2026 and 2036. Online travel agencies and platforms: USD 32.8 bn in 2026, USD 69.1 bn in 2036, change +111%; Hotels and lodging: USD 25.8 bn in 2026, USD 49.5 bn in 2036, change +92%; Airlines: USD 21.1 bn in 2026, USD 38.6 bn in 2036, change +83%; Cruise and tour operators: USD 14.1 bn in 2026, USD 28.3 bn in 2036, change +101%; Destination organisations: USD 11.7 bn in 2026, USD 22.5 bn in 2036, change +92%; Other: USD 11.7 bn in 2026, USD 22.5 bn in 2036, change +92%.20262036 forecastChangeOnline travel agencies and platforms+111%32.8 bn69.1 bnHotels and lodging+92%25.8 bn49.5 bnAirlines+83%21.1 bn38.6 bnCruise and tour operators+101%14.1 bn28.3 bnDestination organisations+92%11.7 bn22.5 bnOther+92%11.7 bn22.5 bn

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

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Online travel agencies and platforms28.0%30.0%USD 32.8 bn7.7%
Hotels and lodging22.0%21.5%USD 25.8 bn6.7%
Airlines18.0%16.8%USD 21.1 bn6.2%
Cruise and tour operators12.0%12.3%USD 14.1 bn7.2%
Destination organisations10.0%9.8%USD 11.7 bn6.7%
Other10.0%9.8%USD 11.7 bn6.7%

By service type

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Media planning and buying38.0%36.0%USD 44.5 bn6.4%
Creative and content production22.0%22.0%USD 25.8 bn7.0%
Marketing technology and data14.0%17.0%USD 16.4 bn9.1%
Public relations and influencer work14.0%15.0%USD 16.4 bn7.7%
Research and consulting12.0%10.0%USD 14.1 bn5.1%

By campaign objective

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Brand awareness34.0%31.0%USD 39.8 bn6.0%
Direct booking conversion36.0%37.0%USD 42.2 bn7.3%
Loyalty and retention16.0%17.0%USD 18.7 bn7.7%
Destination promotion14.0%15.0%USD 16.4 bn7.7%

By advertiser size

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Large enterprises56.0%54.0%USD 65.6 bn6.6%
Mid-size businesses28.0%28.0%USD 32.8 bn7.0%
Small businesses16.0%18.0%USD 18.7 bn8.3%

Top 25 countries for tourism marketing by revenue

Countries are ranked by revenue earned from sales in the country, not by where the product is made. The ten largest hold 77.5% of 2026 revenue and the 25 countries below together hold 93.7%.

Exhibit 4United States is the largest country market at USD 32.8 bn in 2026, and the three largest countries hold 49.0% of global revenueEstimated 2026 revenue in USD and share of the global market, ten largest countries
Tourism Marketing market, ten largest countries in 2026Ten largest countries by 2026 revenue. United States: USD 32.8 bn, 28.0%; China: USD 16.4 bn, 14.0%; United Kingdom: USD 8.2 bn, 7.0%; Germany: USD 7.0 bn, 6.0%; France: USD 5.9 bn, 5.0%; Japan: USD 4.7 bn, 4.0%; Spain: USD 4.7 bn, 4.0%; India: USD 4.1 bn, 3.5%; Italy: USD 3.5 bn, 3.0%; Australia: USD 3.5 bn, 3.0%.United States32.8 bn 28.0%China16.4 bn 14.0%United Kingdom8.2 bn 7.0%Germany7.0 bn 6.0%France5.9 bn 5.0%Japan4.7 bn 4.0%Spain4.7 bn 4.0%India4.1 bn 3.5%Italy3.5 bn 3.0%Australia3.5 bn 3.0%

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

#CountryValue 2026Share 2026Value 2036CAGR 2026-36
1United StatesUSD 32.8 bn28.0%USD 60.4 bn6.3%
2ChinaUSD 16.4 bn14.0%USD 38.0 bn8.8%
3United KingdomUSD 8.2 bn7.0%USD 14.3 bn5.7%
4GermanyUSD 7.0 bn6.0%USD 12.2 bn5.7%
5FranceUSD 5.9 bn5.0%USD 10.4 bn5.9%
6JapanUSD 4.7 bn4.0%USD 8.3 bn5.9%
7SpainUSD 4.7 bn4.0%USD 9.0 bn6.7%
8IndiaUSD 4.1 bn3.5%USD 12.0 bn11.3%
9ItalyUSD 3.5 bn3.0%USD 6.2 bn5.9%
10AustraliaUSD 3.5 bn3.0%USD 6.5 bn6.3%
11CanadaUSD 3.3 bn2.8%USD 6.6 bn7.2%
12NetherlandsUSD 2.8 bn2.4%USD 5.1 bn6.4%
13South KoreaUSD 2.3 bn2.0%USD 4.6 bn7.2%
14BrazilUSD 1.9 bn1.7%USD 3.9 bn7.2%
15MexicoUSD 1.6 bn1.4%USD 3.5 bn8.0%
16TurkeyUSD 1.4 bn1.2%USD 2.9 bn8.0%
17ThailandUSD 1.1 bn1.0%USD 2.5 bn7.9%
18United Arab EmiratesUSD 972 mn0.8%USD 2.1 bn7.9%
19SingaporeUSD 808 mn0.7%USD 1.6 bn7.3%
20SwitzerlandUSD 679 mn0.6%USD 1.3 bn6.4%
21SwedenUSD 574 mn0.5%USD 1.1 bn6.3%
22RussiaUSD 480 mn0.4%USD 968 mn7.3%
23Saudi ArabiaUSD 410 mn0.3%USD 876 mn7.9%
24IndonesiaUSD 340 mn0.3%USD 737 mn8.1%
25PolandUSD 281 mn0.2%USD 576 mn7.4%
Rest of worldUSD 7.4 bn6.3%USD 14.9 bn7.3%
Exhibit 5United States and China account for 43% of the USD 113 bn the market is forecast to add by 2036Forecast revenue added between 2026 and 2036 by country, in USD
Tourism Marketing market, where the growth to 2036 comes fromRevenue added between 2026 and 2036. Market value 2026: USD 117 bn. United States: +USD 27.6 bn; China: +USD 21.6 bn; India: +USD 7.9 bn; United Kingdom: +USD 6.1 bn; Germany: +USD 5.2 bn; 20 other countries: +USD 37.4 bn; Rest of world: +USD 7.5 bn. Market value 2036: USD 230 bn.Market value 2026117 bnUnited States+27.6 bnChina+21.6 bnIndia+7.9 bnUnited Kingdom+6.1 bnGermany+5.2 bn20 other countries+37.4 bnRest of world+7.5 bnMarket value 2036230 bn

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

Competitive landscape

Group 1: Global leaders

  • Publicis Groupe
  • WPP
  • Omnicom
  • Dentsu
  • Accenture Song
  • Alphabet
  • Meta Platforms

Group 2: Regional and specialist players

  • Havas
  • MMGY Global
  • Tripadvisor
  • Expedia Group
  • Booking Holdings
  • Miles Partnership
  • Simpleview
  • Trivago

Group 3: Emerging and niche players

  • Sojern
  • Madden Media
  • Skift
  • Adara
  • Destination Think
  • Travelzoo

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 tourism marketing 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 7.0% is calculated from the resulting values.

The market is divided by channel, by sector, by service type, by campaign objective, by advertiser size. 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 tourism marketing market?

The global tourism marketing market is estimated at USD 110 bn in 2025 and USD 117 bn in 2026.

How fast will the tourism marketing market grow?

It is forecast to reach USD 230 bn by 2036, a compound annual growth rate of 7.0% from 2026, an increase of USD 113 bn.

Which country is the largest market for tourism marketing?

United States is the largest market by revenue at USD 32.8 bn in 2026, 28.0% of the global total. The three largest countries together hold 49.0%.

Which country is growing fastest?

Among the ten largest markets, India is growing fastest at 11.3% a year from 2026 to 2036.

Which tourism marketing segment is largest?

In the by channel split, Search and performance marketing is the largest segment with 34.0% of 2026 revenue.

Who are the leading tourism marketing companies?

Global leaders include Publicis Groupe, WPP, Omnicom, Dentsu.

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