No Longer Niche: Globus Calls Guided Travel a $50 Billion Opportunity

According to recent research from MMGY Travel Intelligence, nearly three in four Gen X travellers (74%) and more than seven in 10 Younger Boomers (71%) say guided vacations appeal to them – a clear signal that touring has entered the mainstream.

For decades, guided travel was seen as the preserve of seniors– something travellers “aged into” later in life. The Globus family of brands argues that new data and market indicators render this perception not only outdated, but also wildly off base. 

The broader guided travel ecosystem – including tour operators and tourism guidance services – now represents a $50+ billion global market, with forecasts projecting it to double over the next decade. Once overlooked, touring has become one of travel’s most quietly powerful growth engines.

Why Touring is Breaking Through Now. Globus believes the shift is driven by modern realities. Today’s Gen X traveller is navigating full calendars, demanding careers, aging parents and limited vacation time. They still crave discovery and depth, but with less tolerance for friction, inefficiency and logistical guesswork.

Modern guided travel meets those expectations by delivering expertise without exhaustion; immersion without overwhelm and choice without complexity.

Globus points to its Choice Excursions and intentionally designed Small Group Discovery tours as evidence that touring has evolved far beyond rigid schedules and large groups, offering smaller formats, flexible pacing and curated experiences that prioritize access, authenticity and ease. 

From “Alternative” to Strategic Advantage: What was once viewed as an alternative to DIY travel is now seen by many as a strategic upgrade, Globus says – particularly for destinations where local knowledge, logistics and cultural context dramatically enhance the experience. That is reflected by the fact that tour guests ages are trending younger, with Gen X and Younger Boomers making up a growing share of guided travellers.

Escapes by Globus, a product segment that features off-season itineraries with smaller crowds, milder temps and lower price points, have served as the entry-point for Gen X and Younger Boomers. Guests on these tours are on average six years younger than guests on the average Classic tour.

More good news: satisfaction and repeat-travel rates are especially strong among Gen X and Younger Boomers. Globus’ highest satisfaction rates come from Gen X (98%) and Younger Boomers (97%).

“For today’s traveller, touring isn’t about being told where to go. Instead, our tours support our guests, inviting them to go further, to enjoy more and experience the world with ease,” said Steve Born, chief marketing officer for the Globus family of brands. 

“We offer them the freedom to discover epic destinations deeply, confidently and without the stress that comes with doing it all yourself. That’s where touring has shifted from alternative to advantage.”

The takeaway is clear: touring is no longer niche – it’s mainstream, scalable and accelerating. 

As Gen X enters its peak travel years, Globus says guided vacations are becoming a preferred solution for travellers who want deeper experiences without the planning burden. The company is responding with itineraries designed for how people travel now, including: 

Choice-driven itineraries. With Globus Choice Excursions available on 80% of itineraries, travellers are invited to follow their interests and passions, choosing how to spend their time rather than following a one-size-fits-all schedule. 

• Smaller group formats. Reduced group sizes create a more intimate, immersive experience, allowing for intentional, authentic and deeper connections and a more personal way to explore. Globus has unveiled more than 60, new Small Group Discovery tours in the last year. For those who don’t want the group, but want the ease, Globus also offers Independent tours.
• Off-the-beaten-path discoveries. Modern touring prioritizes experiences beyond the expected. For instance, Globus’ Undiscovered tours invite travellers to lesser-known villages to enjoy cultural encounters and moments that would be difficult to access independently.
• Hard-to-navigate destinations. From Japan and South Korea to Armenia and Turkey, guided travel removes the barriers or language, logistics and local complexities, unlocking epic destinations with expert navigation and on-the-ground insights. 

“As travel becomes more complex, touring has become both simpler and smarter,” added Born.

Suggested Globus Tours for Today’s Traveller:

South Africa: From Wine to Wild – 13-day Small Group Discovery tour from Cape Town to Johannesburg.

Enchanting Italy – 9-day Small Group Discovery tour from Rome to Venice.

A Journey Through Time: Armenia & Georgia – 11-day Small Group Discovery tour from Yerevan to Tbilisi.

Scottish Highland Fling – 10-day Undiscovered tour from Edinburgh to Glasgow.

Peru Splendors – 8-day Classic tour to/from Lima.

Welsh Escape with London – 7-day Escapes tour from London to Manchester.