The figure made a strong impression at the ITB Berlin 2026 trade fair: $12.5 trillion in investments are expected in the tourism sector within the G20 countries by 2035. This projection was presented by the World Travel & Tourism Council (WTTC) on the occasion of the publication of a new report devoted to the evolution of investments in the travel and tourism industry.
According to the specialized press, this massive investment volume reflects investors' confidence in the structural growth of global tourism. But behind this momentum, the report also highlights a major challenge for industry decision-makers: the potential mismatch between the growth in tourist demand and the available accommodation capacity in certain destinations.
Summary
A strategic report presented at ITB Berlin
The report entitled “ Bridging the Gap: Travel & Tourism Capital Investment and Demand Growth Across the G20 ” , produced by the WTTC in collaboration with Oxford Economics, was presented on March 4, 2026 at the ITB Berlin trade fair.
The study analyzes investment prospects in the tourism sector within the main G20 economies over the period 2025-2035. According to the projections presented, tourist demand in these countries is expected to grow by an average of 3.3% per year over this period.
At the same time, investment in the sector is expected to grow even faster, with an estimated annual increase of 4.6%. In the long term, this momentum could strengthen accommodation capacity and support the growth of international tourism.
However, according to the specialized press, the report also highlights a potential short-term lag: investments may not immediately keep pace with the recovery in tourist demand.
A risk of strain on tourism capacity
This temporary gap between demand and investment could create tensions in some destinations, particularly in terms of infrastructure and accommodation capacity.
Transport infrastructure, hotel capacity and railway networks could be subjected to increased pressure if demand growth temporarily exceeds available capacity.
For tourism professionals, this situation could translate into several operational challenges: infrastructure saturation, increased operating costs, or a degradation of the customer experience in some very popular destinations.
In the longer term, the report suggests that this trend could reverse. From the early 2030s, investment could outpace demand growth in some regions, potentially leading to an increase in available tourism supply.
Europe is among the most active regions
The report also highlights the role of certain European countries in this investment dynamic. Germany and Spain, in particular, are among the most active G20 economies in terms of tourism investment.
According to the projections presented, Germany could mobilize approximately $543 billion in investments in the tourism sector by 2035. Spain, for its part, could reach approximately $349 billion in investments over the same period.
These investments include transport infrastructure, hotel projects, the modernization of tourist destinations, and initiatives related to the sustainable transition of the sector.
For European destinations, these investments represent a strategic lever to strengthen tourism competitiveness and support employment throughout the tourism value chain.
A strategic issue for tourism professionals
In my view, the announcement of these $12.5 trillion in investments goes far beyond mere publicity. It reflects the structural transformation that global tourism is currently undergoing.
Tourism businesses, destinations and governments must now anticipate sustainable growth in demand while ensuring the quality of infrastructure and services offered to travellers is maintained.
For hotel groups, transport companies, and tour operators, the timing of investments is becoming crucial. Investing too late could lead to capacity constraints. Conversely, investing too early or too heavily could create overcapacity in certain destinations.
In this context, coordination between public and private actors appears as a key element to support the growth of the sector while ensuring balanced development of destinations.
In short
- The WTTC forecasts $12.5 trillion in tourism investments in G20 countries by 2035.
- Global tourism demand is expected to grow by approximately 3.3% per year between 2025 and 2035.
- Investments in the sector could increase by 4.6% per year over the same period.
- A temporary mismatch between demand and investment could create strain on infrastructure.
- Germany and Spain are among the most active countries in terms of tourism investment.
- Coordination between public and private actors will be crucial to supporting this growth.
Sources
https://latribunedelhotellerie.com/wttc-investissements-tourisme-g20-2035-rapport/
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