Blended business and leisure travel, commonly referred to as “bleisure,” has emerged as the fastest-growing trend in global tourism, with business travel in 2024 surpassing post-pandemic expectations. According to the latest WTM Global Travel Report, produced in collaboration with Tourism Economics, over half of the surveyed experts identified the rise of bleisure as a primary driver of tourism growth.
This rebound in business travel comes as a surprise to many industry analysts, who had anticipated a long-term decline due to the shift toward virtual meetings and remote work. However, business travel has not only bounced back but is also extending into leisure, significantly contributing to the overall growth of the travel economy.
Business Travel Surpasses Expectations
The WTM Global Travel Report, unveiled at the World Travel Market (WTM) London, highlights the continuing importance of in-person events such as conferences and trade shows, which remain key to business travel demand. The report reveals that business travel has surged by 19% in 2024, far outpacing the 11% growth in leisure travel. Over the next six years, business travel is projected to grow by approximately 50%, while leisure travel is expected to increase by just under 30%.
This resurgence in business travel is primarily driven by the increasing need for face-to-face interactions in networking, deal-making, and collaboration. Corporate travelers are also spending more on business trips, with longer stays contributing to overall growth in tourism expenditure.
Though business travel volumes have yet to return to pre-pandemic levels, overnight stays for business purposes are now 3% higher than in 2019, indicating that business trips are increasingly blending with leisure stays.
The Rise of ‘Bleisure’ and Remote Work Flexibility
One of the driving forces behind the growth of bleisure travel is the flexibility that remote work offers. With many companies embracing hybrid work arrangements, business travelers are increasingly taking the opportunity to extend their trips with leisure days. This trend allows them to explore new destinations while maintaining their work commitments, creating a seamless balance between business and pleasure.
The shift to bleisure reflects a broader change in the travel industry, where consumers now prioritize immersive, extended stays over shorter trips. According to the WTM Global Travel Report, this trend is expected to continue, with business travelers increasingly blending work and leisure time to enhance their travel experience.
Leisure Travel Remains Dominant
Despite the growth in business travel, leisure tourism still dominates the global market, accounting for 69% of arrivals and 80% of travel spending. The trend toward longer stays is evident in the leisure segment, with travelers opting for more extensive vacations. This shift underscores the ongoing significance of leisure travel as the cornerstone of the tourism industry.
Both business and leisure travelers are embracing extended stays, benefiting from flexible work schedules that allow for more fulfilling travel experiences. This highlights a growing focus on work-life balance, as travelers seek to make the most of their time away from home.
Key Insights from the WTM Global Travel Report
Juliette Losardo, Exhibition Director at WTM London, emphasizes the importance of understanding these emerging trends as the tourism industry adapts to new dynamics. The WTM Global Travel Report, which draws on data from over 185 countries, provides valuable insights into travel behavior, spending patterns, and the motivations behind both leisure and business travel.
These insights highlight the potential for continued growth in bleisure travel, driven by the flexibility of remote work. The report offers critical guidance for travel professionals as they prepare for the year ahead, helping them understand the evolving travel landscape and make informed decisions.
Projected Growth in Business Travel
Looking toward the future, business travel is expected to maintain robust growth, fueled by the ongoing demand for business events and the rise of bleisure. Annual growth in business visits is projected to reach around 17% in 2025, with total growth expected to stabilize at approximately 50% by 2030. This upward trajectory reinforces the significance of business travel as a crucial pillar of the tourism industry’s recovery and growth.
For travel professionals, the growth of bleisure presents new opportunities to cater to travelers seeking both business and leisure options. Hotels, for example, are adapting by providing amenities like high-speed internet, quiet workspaces, and access to leisure activities, creating packages that appeal to both segments.
As more travelers merge work with leisure, the tourism sector is poised for continued demand for flexible, experience-rich travel options. With business travelers staying longer and spending more, the bleisure trend is set to be a major force in the industry for years to come.
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