2024 is the Good Year for Italy Tourism with Solo Travel and Sustainable Tourism Growth – Travel And Tour World

Solo Travel Market Size & Trends

The global solo travel market size was valued at USD 482.34 billion in 2024 and is expected to grow at a CAGR of 14.3% from 2025 to 2030. Solo travel is growing as individuals prioritize personal interests and flexibility over group dynamics. The post-pandemic era has fostered a sense of independence and comfort with solitude, encouraging travelers to explore destinations at their own pace. Solo trips offer opportunities for self-discovery, relaxation, and pursuing unique interests without compromise. Additionally, advancements in travel design and services, such as flexible dining and personalized experiences, cater to the specific needs of solo travelers, making these journeys more appealing and fulfilling.

Modern travelers seek highly personalized experiences that align with their individual interests and schedules. Solo travel allows for complete autonomy in itinerary planning, enabling individuals to explore destinations at their own pace without the need to compromise on preferences. For instance, Japan has seen a surge in solo travelers drawn to its seamless transportation infrastructure and solo-dining culture, catering specifically to independent tourists. The growing number of single professionals, digital nomads, and retirees opting for experiential travel is fueling solo travel demand. Millennials and Gen Z travelers, in particular, prioritize self-discovery and adventure, often engaging in extended solo trips. In response, countries like Iceland and Portugal have developed tailored experiences, including single-occupancy accommodation options and guided solo-friendly tours.

The surge in solo travel, particularly among Gen Z and Millennials, is closely linked to a growing interest in self-discovery and wellness. According to American Express Travel, this trend is set to expand further in 2024, with 69% of travelers planning solo trips. The freedom to curate personal itineraries, travel at one’s pace, and focus on mental well-being is a significant motivator. Reports by Solo Traveler World show that 75% of solo travelers prioritize personal benefits, including self-care and mental health improvement. Similarly, research by Ling Yang (2021) highlights transformative experiences and self-discovery as key motivators, particularly among young and female travelers.

The industry has experienced robust growth over the years. According to a 2023 Skyscanner survey, 54% of respondents expressed a preference for solo travel, highlighting the rising popularity of independent exploration. Post-pandemic shifts have played a pivotal role in this trend, as nearly half of surveyed individuals stated a desire to make up for lost travel opportunities. Tour operators have reported significant changes, with solo travel bookings surging by 300% compared to group or couple tours after restrictions eased in 2021 (The New York Times).

Social media has amplified the solo travel trend, with #solotravel garnering over 7.9 million posts on Instagram and experiencing a tenfold increase on TikTok in the last three years. Google searches for “solo travel” also doubled from 2018 to 2023, reflecting growing interest in this type of travel. In 2022, 74% of travelers cited “I want to see the world, and I do not want to wait for others” as their primary motivation for traveling alone. This presents a lucrative opportunity for tour and activity operators, as 9 out of 10 solo travelers opted for guided tours either partially or fully in 2022-2023 (Bokun article, 2024.)

Consumer Surveys & Insights

Solo female travel has seen remarkable growth, with searches for “solo female travel” increasing sixfold in the years before the pandemic and surpassing 2020 levels by early 2024. Among women, 87% choose solo travel for freedom and flexibility, while 78% do so for self-care and relaxation, according to Solo Female Travel Trends Survey, 2024. Interestingly, solo travel is viewed as a travel style rather than a lifestyle, with 72% of solo travelers also traveling with others in the past year. However, 53% of women cite a lack of companions as a key reason for going solo.

Safety remains a top concern for solo female travelers, with 70% worried about personal safety and 65% about higher costs compared to traveling with companions. Barriers include safety concerns (69%), guilt over leaving loved ones (24%), and societal restrictions, as 20% face opposition from family or spouses. Yet, experience mitigates some fears, as safety worries drop from 78% to 59% after ten solo trips. Notably, interest in women-only tours has declined to 78%, indicating a shift in preferences.

Solo travel among men showcases a preference for adventure and exploration. Men are more likely than women to engage in adventurous excursions (29%) and educational experiences (32%) and show greater interest in visiting historical cities (21%) and wine regions (8%), according to the 2024 Skyscanner survey. Despite safety being a concern, 90% of men report feeling safe while traveling solo, a higher rate than women. Men are also willing to spend significantly more, with 46% budgeting USD 2,000 to USD 10,000 or more for a single trip, and nearly twice as many men as women spending over USD 10,000. This highlights their focus on immersive, high-value experiences.

Solo travel is a rising trend among Millennials and Gen Z, with 76% planning solo trips this year, according to the American Express 2024 Global Travel Trends Report. These travelers are drawn to the simplicity of planning and the freedom to pursue personal interests without group compromises. Over half (57%) prefer quick solo weekend getaways, while nearly a third are interested in exploring new cities on their own. These trends highlight the growing appeal of solo experiences in today’s travel landscape.

Another survey found that 58.3% of Gen Z women are interested in traveling abroad alone, with 83% influenced by social media or historical figures (ASA Luxury Travel Trends Report 2025). The rise of digital nomads-travelers who work remotely while exploring multiple cities or countries has also contributed to the solo travel boom. Flexible work arrangements introduced during the pandemic have made solo travel more accessible, allowing individuals to balance work and exploration seamlessly.

Travel Type Insights

Solo leisure & vacation travel accounted for a revenue share of 31.2% of the overall solo travel industry in 2024, driven by the desire for relaxation, cultural exploration, and personal enrichment. Destinations offering rich experiences and diverse attractions, such as vibrant cultural landscapes, scenic beauty, and unique heritage, are particularly popular. Countries such as the UAE, Vietnam, and Egypt appeal to solo travelers seeking a blend of leisure activities and immersion. These locations provide opportunities for exploration, discovery, and moments of solitude, making them ideal for solo leisure travel.

Demand for solo cultural & heritage travel is expected to grow at a CAGR of 15.8% from 2025 to 2030. Cultural and heritage solo travelers are drawn to festivals, rituals, and traditional ceremonies, highlighting the essence of a community’s identity. Events such as Mexico’s Día de los Muertos, Japan’s Cherry Blossom Festival (Hanami), or Spain’s La Tomatina provide immersive cultural experiences, allowing travelers to witness centuries-old traditions. Moreover, many solo travelers plan their trips around these events to fully experience the cultural richness of a destination. Many governments and organizations are investing in preserving and promoting cultural sites, making them more accessible to solo travelers. Improved infrastructure, digital audio guides, multilingual signage, and virtual reality experiences allow travelers to explore historical landmarks independently.

Traveler Type Insights

Domestic solo travelers accounted for a revenue share of over 64% in the overall solo travel industry in 2024. This growth is attributed to a heightened focus on safety, affordability, and convenience. Travelers are increasingly choosing destinations closer to home, which provide comfort, minimize travel uncertainties, and offer budget-friendly options. Moreover, the growing emphasis on sustainability encourages individuals to seek out eco-friendly local experiences.

The international segment is expected to grow at a CAGR of 15.0% from 2025 to 2030. With improved airline connectivity, budget-friendly flight options, and simplified visa processes in many countries, solo travelers find exploring international destinations easier and more affordable. The rise of travel technology, including online booking platforms, navigation apps, and digital payment systems, has also made international solo travel more convenient and secure. Travelers can easily plan and manage their trips, reducing the uncertainty that may have previously deterred them from traveling alone.

Gender Insights

Female solo travelers accounted for a revenue share of 54.4% of the overall solo travel industry in 2024, driven by increased independence, changing societal norms, and tailored experiences. Older women particularly widowed or with non-traveling partners, are embracing solo adventures. Companies such as Road Scholar and Natural Habitat Adventures report growing demand, while safety, community-focused travel, and women-only group options further empower females to explore independently. For instance, in April 2024, Insight Vacations launched women-only tours led by female travel directors and local experts, offering unique and immersive experiences. These tours focus on fostering connections among women travelers while highlighting female artisans, entrepreneurs, and cultural contributors.

Male solo travelers are expected to grow at a CAGR of 13.8% from 2025 to 2030. Men are drawn to physically and mentally challenging activities such as mountaineering, wilderness survival, off-road biking, and scuba diving. These experiences provide not only an adrenaline rush but also a sense of accomplishment and resilience. Solo travel, in particular, allows men to push their limits without external influences, enabling them to test their endurance and self-sufficiency. In addition, there has been a cultural shift in how solo travel is perceived, with more men recognizing its benefits beyond just adventure. It is now seen as an opportunity for self-reflection, personal development, and cultural immersion. This evolving perception has encouraged more men to embark on solo trips, knowing that they are part of a growing global community that values exploration and independence.

Age Group Insights

Solo travelers aged between 25 and 40 accounted for a market share of 43.98% in 2024. Solo travel among this age group is driven by Millennials and Gen Z seeking freedom, self-discovery, and tailored experiences. Post-pandemic, these travelers prioritize flexibility, immersive cultural encounters, and personal growth. The majority plan solo trips, with over half opting for quick weekend getaways. Hybrid “bleisure” travel further fuels this trend, merging work with extended stays for meaningful exploration.

Solo travelers aged between 18 and 24 are expected to grow at a CAGR of 15.6% from 2025 to 2030. The growth of social media, travel blogs, and digital platforms has made it easier than ever for young travelers to plan trips independently. They can access recommendations, safety tips, and budget-friendly options at their fingertips, reducing the uncertainties associated with traveling alone. Moreover, technological advancements, such as translation apps and GPS navigation, have made solo travel more convenient and less intimidating, encouraging more young people to leap.

Booking Mode Insights

Bookings through online travel agents and agencies (OTAs) held a share of 53.45% in 2024 due to their convenience, comprehensive inventory, and seamless digital experience. Travelers value flexibility, ease of comparing options, loyalty perks, and credible reviews OTAs offer. Their ability to bundle services like flights, hotels, and activities makes them a one-stop solution, while intuitive platforms and speed cater to the independent nature of solo adventurers.

Solo travel bookings through marketplaces are expected to grow at a CAGR of 14.0% from 2025 to 2030. Marketplace booking platforms such as Airbnb, Booking.com, and Expedia streamline the process by aggregating multiple options in one place. This allows travelers to compare prices, availability, and reviews instantly, enabling informed decision-making. For solo travelers who prioritize efficiency and autonomy, this level of accessibility makes marketplace booking the preferred choice over conventional methods.

Regional Insights

North America solo travel market accounted for a revenue share of 26.9% in 2024. The region’s growing safety measures and travel-friendly environments. The U.S. and Canada have well-developed transportation systems, high-quality accommodations, and extensive tourism resources that cater to independent travelers. Moreover, travelers in the region are increasingly interested in leisure travel, with a notable rise in international trips and a growing dependence on travel advisors. According to the 2024 Internova Index: North American Traveler Insights survey, international travel among U.S. travelers has grown by 22% in the past year, particularly in the premium and budget segments. Additionally, 25% of travelers plan to take more leisure trips in 2025, highlighting a strong desire for exploration and adventure. 

U.S. Solo Travel Market Trends

The solo travel market in the U.S. is set to grow at a CAGR of 12.5% from 2025 to 2030. Increasing desire for personalized and unique travel experiences, as more individuals seek to explore destinations at their own pace and according to their own interests. The rise of digital nomads, driven by flexible work arrangements and the ability to work remotely, has also fueled the demand for solo travel. Furthermore, advancements in technology and travel apps make planning and navigating solo trips easier and more convenient. Social media and online communities play a crucial role in inspiring and encouraging individuals to embark on solo adventures, providing a sense of connection and support.

Europe Solo Travel Market Trends

The solo travel industry in Europe accounted for a share of 37.4% of the overall solo travel market in 2024, due to its diverse offerings, safe destinations, and appeal during shoulder seasons, with a majority of bookings made by solo travelers. Lower prices, fewer crowds, and unique experiences draw travelers here. Women, especially, dominate this market, motivated by independence and flexibility. Businesses increasingly target this group with solo-focused tours and accommodations, cementing Europe’s status as a top destination for solo exploration.

Asia Pacific Solo Travel Market Trends

The solo travel industry in Asia Pacific is expected to grow at a CAGR of 16.1% from 2025 to 2030. The increasing number of women traveling alone, particularly in India and China, contributes to the growth of solo travel in the region. In India, a growing number of women are choosing solo travel as a means of empowerment, self-discovery, and personal freedom. Traditionally, travel in India was viewed as a family-oriented activity. Still, societal changes, greater financial independence, and the influence of social media have encouraged more Indian women to explore destinations on their own. For instance, in 2023, solo travel among Indian women gained momentum, with 30% of female travelers opting to book accommodations independently through Airbnb. Furthermore, many countries in the Asia-Pacific region offer budget-friendly travel options, which has significantly contributed to the rise of solo travel. Southeast Asian destinations such as Thailand, Vietnam, and Indonesia are particularly popular among solo travelers due to their low cost of living, affordable accommodations, and well-established backpacker routes.

Key Solo Travel Company Insights

The solo travel market is fragmented primarily due to the presence of several globally recognized players as well as regional players. Some prominent companies in this market are G Adventures Inc., Contiki Holidays Limited, Trafalgar, Flash Pack Ltd., EF Education First Ltd. (EF Go Ahead Tours), and others.

• Intrepid Travel Pty Ltd. is a globally recognized adventure travel company that offers small-group tours that emphasize authentic, responsible, and immersive travel experiences. With operations in over 100 countries, the company is committed to sustainable tourism and has been a certified B Corporation since 2018, ensuring its business practices benefit both people and the environment. Intrepid caters extensively to individual travelers, with more than half of its customers choosing to travel alone.

• G Adventures Inc. is an adventure travel company based in Toronto, Canada. It specializes in small-group tours that promote sustainable and immersive travel experiences. Operating in over 100 countries, the company focuses on responsible tourism, working closely with local communities to ensure that travel has a positive impact. G Adventures prioritizes authentic cultural encounters and environmentally conscious practices, aiming to provide travelers with meaningful and transformative experiences while supporting local economies.

Recent Developments

• In January 2025, Intrepid Travel introduced a unique six-day culinary tour in partnership with the Melbourne Food and Wine Festival (MFWF), set to take place from March 20 to 25, 2025. Led by food expert Lyndey Milan, the experience includes exclusive dining events such as MFWF’s World’s Longest Lunch, a gourmet journey on The Q Train, and a special spirits and cheese pairing session.

• In November 2024, WeRoad announced the expansion of its WeRoadX marketplace to the UK, France, and Germany after successful launches in Italy and Spain. This platform allows experienced travel coordinators to design and lead small group trips of 8 to 15 people, focusing on immersive experiences rather than traditional guided tours.

• In October 2024, G Adventures announced the launch of a new travel collection called “Solo-ish Adventures,” designed specifically for solo travelers. The program features 13 itineraries across destinations such as Jordan, Morocco, Peru, Costa Rica, South Africa, South Korea, Bali, Italy, Greece, Portugal, India, Vietnam, and China. These tours are led by female Chief Experience Officers (CEOs) to support women in the travel industry. The first few days focus on group bonding and local cultural experiences, while a designated “Me Day” allows travelers to explore independently. The trips are open to solo travelers aged 18 and above, with options for shared or private accommodations without extra fees for single occupancy.

Solo Travel Market Report Scope

Global Solo Travel Market Report Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global solo travel market report based on travel type, traveler type, gender, age group, booking mode, and region:

• Travel Type Outlook (Revenue, USD Billion, 2018 – 2030)

  • Leisure & Vacation Travel

  • Adventure and Extreme Travel

  • Safari and Wildlife Travel

  • Cultural & Heritage Travel

  • Eco Travel

  • Business Travel

  • Others

• Traveler Type Outlook (Revenue, USD Billion, 2018 – 2030)

  • Domestic

  • International

• Gender Outlook (Revenue, USD Billion, 2018 – 2030)

  • Male

  • Female

• Age Group Outlook (Revenue, USD Billion, 2018 – 2030)

  • 18-24 Years

  • 25-40 Years

  • 41-56 Years

  • 57 Years and Above

• Booking Mode Outlook (Revenue, USD Billion, 2018 – 2030)

• Regional Outlook (Revenue, USD Billion, 2018 – 2030)