The global leisure and tourism industry has gone through one of the biggest transformations in decades. What began as a worrying period of crisis during the COVID-19 pandemic has thankfully morphed into a time of reinvention, excitement and opportunity. So many travellers are looking for new experiences, and with this, companies have had to adapt quickly.
Once upon a time, investors saw tourism as a risky, seasonal sector. Now, though, it’s becoming recognized as a strong long-term opportunity. From hotels and airlines to casinos and cruise lines, businesses are changing how they attract visitors and keep them coming back.
Photo by sabina fratila on Unsplash
The New Type of Traveller
We’re a little more thoughtful on how we spend our money and our time than we once were. After years of restricted movement, travellers aren’t wanting “stuff” or “things”. We’re choosing experiences over possessions. A 2024 Expedia report found that 70% of global travellers prefer spending on experiences rather than material goods. We want something memorable – not just another standard package holiday. This trend has drawn investor attention to companies offering unique travel experiences, including boutique hotels, eco-lodges, and luxury resorts that give us culture, wellness, and entertainment.
The World Travel & Tourism Council (WTTC) expects the sector’s global economic contribution to reach $11.1 trillion in 2025, which will far surpass pre-pandemic levels. The industry recovered to 96% of its 2019 GDP levels by the end of 2023. A sizeable amount of this growth comes from younger travellers who place an emphasis on authenticity and sustainability. According to Booking.com’s 2024 Sustainable Travel Report, 83% of travellers want to make more eco-friendly travel choices, and 44% are willing to pay extra for sustainable options. And investors are listening. The result is responding by funding eco-friendly tourism and technology-driven hospitality companies that offer convenience and personalisation.
Casinos Helping Tourism Recover
One of the best examples of recovery can be seen in the casino industry. Casinos were once known primarily for gambling, but today they’re full-scale entertainment and tourism hubs. In places like Las Vegas, Macau, and Singapore, casinos have played a massive role in attracting visitors and bringing in eye-watering amounts of revenue streams.
Take Las Vegas, for example. Sin City alone welcomed over 42 million visitors in 2024, a figure which is up from 40 million on the previous year, according to the Las Vegas Convention and Visitors Authority. Casino revenues also broke big records, with Nevada casinos landing $15.5 billion in gaming revenue – the highest ever in state history. In Asia, too, Macau’s gross gaming revenue reached $22.7 billion in 2023, an impressive 333% increase from 2022 as the travel restrictions began to ease and people tentatively began enjoying again.
These resorts offer much, much more than gambling. There’s Michelin-starred restaurants, live shows, conventions, five-star hotels, cinemas, and state-of-the-art fitness suites catering to so many of our wants. Because of this, casinos are appealing to investors seeking stable returns in leisure and tourism.
Digital entertainment growth has also helped casinos reach broader audiences. The global online gambling market is projected to reach $153 billion by 2030, growing at a compound annual rate of 11.7%. The increase in casino apps has allowed operators to reach customers who may not be able to travel. A dedicated app can provide a host of gaming options, promotions, rewards, free spins – you name it. This creates a connection between digital and in-person experiences, helping to keep players engaged, all the while helping to build brand loyalty.
Technology Is Leading the Way
As with so many other sectors, technology is a huge driving force when it comes to leisure and tourism. It’s changing how we travel and how we plan our travel. Artificial intelligence, virtual reality – even blockchain – are helping make trips more personal and secure. There’s also AI tools which are effectively being used to predict customer preferences, optimise pricing, and design bespoke travel packages and itineraries that match individual interests.
Casinos have been early adopters of these innovations. AI is used to improve security and identify responsible gaming patterns, while blockchain brings more privacy and security to payments and loyalty programs. A Deloitte 2024 report found that 64% of hospitality and gaming executives consider digital transformation their top priority for the next three years. And the companies that use this technology effectively are attracting investment because they offer scalability and modern solutions.
Global Investment Patterns
Different regions around the world are experiencing recovery in different ways. Over in Asia, Macau has regained its position as a global player in the casino world, with investment flowing into integrated resorts and large-scale tourism projects that combine fun and accommodation. Japan’s plans for new integrated casino resorts are expected to draw $10 billion in foreign investment in the coming years, which shows clear confidence in tourism infrastructure as a vital driver of economic growth.
As mentioned earlier, in the US, Las Vegas has made a strong comeback. The city now hosts major sporting events such as Formula 1 as well as the Super Bowl, just last year (and potentially in 2029 also), with each landing over $1 billion in local economic impact. Investors are also exploring secondary markets like Florida and New York, where casino and hospitality developments are quickly expanding.
And then there’s Europe, which is also attracting some substantial investment. Spain, for example, welcomed 84 million international visitors in 2023, smashing pre-pandemic records, while Malta and Monaco are marketing themselves as luxury leisure destinations. The trend toward shorter, experience-focused trips is helping these locations stay competitive.
The Future of Leisure Investment
But what’s the future hold? Leisure and tourism investment will ultimately depend on diversification. Investors are, rightly, spreading their interests across hospitality, entertainment, sports, and technology instead of focusing on a single asset type.
Sustainability will continue to guide investment decisions. More and more travellers and tourists are paying closer attention to how companies operate, and those that demonstrate a real commitment to the environment are standing out for many eco-conscious tourists.
What the post-pandemic period has shown us the most is that leisure and tourism are resilient sectors. They reflect people’s desire for excitement, connection, and discovery. Whether it is a night in a Las Vegas casino, a wellness retreat in Bali, or a Mediterranean cruise, the appetite for travel is back. And investors are watching this closely, because people’s urge to explore and enjoy experiences will not fade, bringing only more opportunities for investment.
