OECD Tourism Trends and Policies 2026 comes as the tourism economy is again being tested amid uncertainty. Strong demand has pushed tourism to record levels in many OECD countries in recent years, reaffirming the sector’s role as a key driver of economic growth. However, heightened economic and geopolitical tensions, including the conflict in the Middle East, are putting the sector under pressure, while structural shifts continue to reshape how tourism is developed, managed and experienced. OECD Tourism Trends and Policies 2026 analyses tourism performance and policy developments across 53 OECD member and partner economies, providing evidence and insights on how governments are adapting to these challenges and opportunities.
Launch of OECD Tourism Trends and Policies 2026
- Date
- 1 July 2026
- Time
- 12:00 - 13:30 CET
- Location
- Webinar
About
Why attend?
The report launch will bring together high-level policy makers and industry decision-makers for a lively and stimulating discussion focusing on the latest tourism trends and policy responses as the sector navigates heightened uncertainty and new opportunities and challenges emerge, while shifting to more balanced and competitive models of tourism.
What does the report provide?
- The latest data and analysis on tourism performance, trends and policy developments across 53 OECD member and partner economies.
- Insights into tourism policy priorities and reforms to support more sustainable, resilient and competitive tourism development.
- Evidence on how countries are shifting towards more balanced tourism models that create value for local businesses, communities and destinations.
- Analysis of emerging policy issues, including digital transformation, artificial intelligence, innovation, investment, SME competitiveness, governance and destination management.
- A thematic chapter on enhancing the social benefits of tourism, including approaches to support liveable communities and better distribute tourism benefits.
- A thematic chapter examining how destinations and tourism businesses can adapt to extreme weather-related events and enhance resilience of the sector.
Agenda
Lamia Kamal-Chaoui, Director, Centre for Entrepreneurship, SMEs, Regions and Cities | OECD
Maja Bakran Marcich, Deputy Director General, DG MOVE | European Commission
The tourism sector has demonstrated remarkable resilience in recent years, successfully navigating a series of major shocks, from the COVID-19 pandemic and natural disasters to economic disruptions and rising geopolitical tensions. Today, tourism has rebounded to record levels in many OECD countries, underscoring both the sector’s strength.
However, this resilience is once again being tested. Ongoing uncertainty, including the conflict in the Middle East, has disrupted global travel flows and contributed to higher transport and operating costs. While recent developments suggest some stabilisation, the outlook remains fragile. Travel demand continues to be shaped by concerns around safety, affordability, and the risk of disruption, creating an increasingly uneven landscape and presenting new opportunities for some destinations, while posing significant challenges for others.
At the same time, tourism is being reshaped by powerful structural forces. Technological innovation, including the rapid emergence of artificial intelligence, alongside demographic shifts and environmental pressures, are transforming how tourism is developed, managed, and experienced. These changes are redefining both the opportunities and responsibilities facing the sector.
Together, these structural and immediate dynamics highlight the need for more flexible, co‑ordinated, and whole‑of‑government approaches that reflect tourism’s strategic and cross‑cutting nature. They also reinforce the growing importance of policies that balance economic, social, and environmental outcomes, while strengthening competitiveness and resilience.
In this context, the discussion will explore how governments and stakeholders can steer tourism through uncertainty, harness emerging opportunities, and shape a more future‑ready sector.
Issues for Discussion
- What is the outlook for tourism in the current global context of geopolitical and economic uncertainty?
- In a world of more frequent and complex disruptions, what does resilience look like in practice for tourism systems and destinations?
- How can the sector better balance the impacts of tourism, so the benefits outweigh the costs for host communities, the environment and businesses?
- What policy approaches and supports are needed to steer the sector through ongoing uncertainty alongside major structural transformations, including from AI?
Jane Stacey, Head of Tourism Unit | OECD
Contact
Julie REIMANN
Economist, OECD Centre for Entrepreneurship, SMEs, Regions and Cities | julie.REIMANN@oecd.org
Monserrat FONBONNAT
Committee Secretary, OECD Centre for Entrepreneurship, SMEs, Regions and Cities | monserrat.FONBANNAT@oecd.org
