Predictions that travel advisors would vanish in the age of online booking platforms have proven wrong. Far from disappearing, the profession is growing.
The global market for travel agency services is projected to reach USD 776.2 million by 2030, increasing on average by about 6.9% per year from USD 521.5 million in 2024, according to a new report from Market Glass, Inc.
Of that total, full-service global travel arrangements are projected to reach USD 494.2 million by 2030, growing at about 5.6% per year. Additional travel services are expected to expand at 9.3% annually.
“The complexity of modern travel—especially multi-destination, luxury, medical, and corporate trips—continues to sustain demand for human expertise and customized service,” according to Market Glass. The report notes that advisors have benefited from moving beyond one-size-fits-all offerings as experiential, wellness, adventure, and sustainable travel grow in popularity. It also highlights "t he complexity of international regulations and visa policies is nudging even millennials and Gen Z toward guided planning."
The US market is valued at USD 142.1 million in 2024, China is set to reach USD 159.8 million by 2030 (10.5% annual growth), and Canada is also seeing healthy growth, though the report summary did not provide specific Canadian figures.
