As per the current market research conducted by the CMI Team, the global Tourism Guidance Services Market size is expected to record a CAGR of 8.2% from 2023 to 2032. In 2023, the market size is projected to reach a valuation of USD 52.4 Billion. By 2032, the valuation is anticipated to reach USD 106.5 Billion.

Tourism Guidance Services Market: Growth Factors and Dynamics

  • Rising Demand for Experiential Tourism: The growing preference for experiential travel drives the demand for tourism guidance services. Travelers seek immersive and culturally enriching experiences, leading to increased reliance on guided tours and services that provide insights into local cultures and histories.
  • Technology Advancements and Virtual Tourism: Technology plays a crucial role in the tourism guidance services market. Virtual and augmented reality technologies, mobile apps, and online platforms contribute to the industry’s growth by offering innovative and interactive ways for travelers to explore destinations before or during their trips.
  • Increasing Emphasis on Sustainable Tourism: The rising awareness of sustainable travel practices influences tourism guidance services. Travelers are inclined towards eco-friendly and responsible tourism, prompting guidance services to incorporate sustainable practices, promote conservation efforts, and provide educational content on environmental impact.
  • Rise in Solo and Niche Travel: The increasing number of solo and niche travelers contributes to the expansion of tourism guidance services. Individual travelers, seeking unique and personalized experiences, rely on guided tours for convenience, safety, and access to specialized knowledge about specific interests, such as adventure or cultural pursuits.
  • Globalization and Cross-Border Tourism: Globalization has fueled cross-border tourism, encouraging travelers to explore diverse destinations. Tourism guidance services benefit from this trend by offering assistance to international visitors, ensuring seamless travel experiences, language support, and cultural orientation in unfamiliar environments.
  • Collaboration with Travel Tech Companies: Tourism guidance services collaborate with travel tech companies to enhance customer experiences. Integration with mobile apps, online platforms, and other digital tools streamline booking processes, provide real-time information, and offer interactive features, contributing to the efficiency and effectiveness of guided tours.

Tourism Guidance Services Market: Partnership and Acquisitions

  • In 2023, ITW UXP and Club Vistara joined forces in a partnership aimed at boosting the sports tourism business. The collaboration seeks to enhance accessibility, making travel for sports enthusiasts more convenient, and providing unique experiences and opportunities for fans to engage with their favourite sports events.
  • In 2022, Gullivers Sports Travel, the Group Travel Specialist, unveils a one-year partnership with Waratahs Alumni, presenting four sports travel tours during the Rugby World Cup in France. The tours will feature notable figures Darren Coleman, Phil Waugh, Tony Dempsey, and Ian Kennedy, enhancing the rugby enthusiasts’ experience.

Report Scope

Feature of the ReportDetails
Market Size in 2023USD 52.4 Billion
Projected Market Size in 2032USD 106.5 Billion
Market Size in 2022USD 48,4 Billion
CAGR Growth Rate8.2% CAGR
Base Year2023
Forecast Period2024-2033
Key SegmentBy Type of Guidance, Application, Geographic Focus, Target Audience and Region
Report CoverageRevenue Estimation and Forecast, Company Profile, Competitive Landscape, Growth Factors and Recent Trends
Regional ScopeNorth America, Europe, Asia Pacific, Middle East & Africa, and South & Central America
Buying OptionsRequest tailored purchasing options to fulfil your requirements for research.

Tourism Guidance Services Market: COVID-19 Analysis

The COVID-19 pandemic has had a significant impact on the Tourism Guidance Services Market, with the industry experiencing both positive and negative effects. Here are some of the key impacts:

  • Travel Restrictions and Decline in Tourist Arrivals: The COVID-19 pandemic led to widespread travel restrictions and a significant decline in tourist arrivals, impacting the tourism guidance services market. Lockdowns, border closures, and safety concerns resulted in cancelled tours and reduced demand for guidance services.
  • Economic Downturn and Financial Strain: The economic downturn caused by the pandemic resulted in financial strain for both travel companies and potential tourists. Many individuals faced uncertainties, leading to a decrease in discretionary spending on travel-related services, including tourism guidance services.
  • Emphasis on Health and Safety Protocols: Post-COVID-19, the tourism guidance services market focuses on implementing and promoting robust health and safety protocols. Assurance of cleanliness, adherence to health guidelines, and transparent communication regarding safety measures become paramount to rebuilding traveler confidence.
  • Digital Transformation and Virtual Experiences: The recovery involves leveraging digital transformation to offer virtual experiences and innovative online platforms. Tourism guidance services integrate virtual tours, augmented reality guides, and interactive apps, allowing travelers to explore destinations remotely and plan their trips with confidence.
  • Flexible Booking and Refund Policies: To address lingering uncertainties, tourism guidance services implement flexible booking and refund policies. Providing customers with the flexibility to change or cancel plans without financial repercussions becomes a key strategy to encourage travel planning and bookings.
  • Promotion of Domestic and Niche Tourism: With continued uncertainty around international travel, the recovery involves promoting domestic tourism and niche experiences. Tourism guidance services focus on highlighting unique local attractions, cultural experiences, and off-the-beaten-path destinations to capture the interest of travelers seeking safer alternatives.
  • Collaboration with Health and Travel Authorities: Collaborating with health and travel authorities becomes crucial for tourism guidance services. Stay informed and aligned with government regulations, share accurate information, and work closely with health organizations to ensure a coordinated approach that prioritizes both public safety and tourism recovery.

In conclusion, the COVID-19 pandemic has had a mixed impact on the Tourism Guidance Services Market, with some challenges and opportunities arising from the pandemic.

Global Tourism Guidance Services Market 2023–2032 (By Billion)

List of the prominent players in the Tourism Guidance Services Market:

  • GetYourGuide
  • Viator (TripAdvisor Experiences)
  • Klook
  • TourRadar
  • TUI Group
  • Intrepid Group
  • Context Travel
  • City Wonders
  • Urban Adventures
  • Walks
  • G Adventures
  • TourHQ
  • Musement
  • Evan Evans Tours
  • Sandemans New Europe
  • Others

The Tourism Guidance Services Market is segmented as follows:

By Type of Guidance

  • Historical and Cultural Tours
  • Adventure and Outdoor Tours
  • Culinary Tours
  • Eco-Tourism Guidance
  • Others

By Application

  • Travel Agency
  • Ordinary Tourists
  • Others

By Geographic Focus

  • Local Guidance
  • National Tours
  • International Tours

By Target Audience

  • Individual Travelers
  • Group Tours
  • Family Tours
  • Business Travelers

Regional Coverage:

North America

  • U.S.
  • Canada
  • Mexico
  • Rest of North America


  • Germany
  • France
  • U.K.
  • Russia
  • Italy
  • Spain
  • Netherlands
  • Rest of Europe

Asia Pacific

  • China
  • Japan
  • India
  • New Zealand
  • Australia
  • South Korea
  • Taiwan
  • Rest of Asia Pacific

The Middle East & Africa

  • Saudi Arabia
  • UAE
  • Egypt
  • Kuwait
  • South Africa
  • Rest of the Middle East & Africa

Latin America

  • Brazil
  • Argentina
  • Rest of Latin America