Globus responds to new and growing demand for guided travel

In research from MMGY Travel Intelligence it was found that 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 the next generation of leisure travellers.

Those findings make it clear that the decades-old view that guided travel was something that travellers “aged into” later in life is not just outdated, but also wildly off base.

Perhaps even more notable, 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 to more than $100 billion over the next decade. Once overlooked, touring has become one of travel’s most quietly powerful growth engines.

As for why touring is breaking through now, well, it seems the shift is the result of 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.

And you don’t really need to look any further than Globus Choice Excursions and intentionally designed Small Group Discovery tours to know 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 as a strategic upgrade – particularly for destinations where local knowledge, logistics and cultural context dramatically enhance the experience.

Steve Born, chief marketing officer for the Globus family of brands, observed that: “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.”

And Born continued: “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.”

And as Gen X enters its peak travel years, guided vacations are becoming a preferred solution for travellers who want deeper experiences without the planning burden.

Globus 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. And 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.

* “Tour-ific” 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.

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