Travel & Tourism Market Trends & Quora Audience Insights
Despite continued inflation pressures and the recent tariff adjustments affecting international goods, travelers aren’t canceling their summer plans—they’re adapting them. While travel budgets are being watched more carefully, summer travel still feels essential for many looking for an escape.
For travel advertisers, this summer represents a pivotal opportunity to connect with travelers who are more deliberate in their planning, more value-conscious in their choices, but no less enthusiastic about creating memorable summer experiences. With millions of travelers turning to Quora for advice, inspiration, and recommendations, it’s a prime opportunity for travel and tourism brands to engage high-intent audiences. Advertisers on Quora can connect with travelers throughout their discovery and planning journey.
Travel advertising trends
Today’s travelers rely heavily on online research to inform their booking decisions. Travelers are increasingly seeking authentic, experiential content to spark their wanderlust and validate their choices.
$9.9T
contributed to global GDP from travel
1.4B
international tourist arrivals worldwide
69.6%
of global travel and tourism revenue comes from online sales
48%
of travelers use mobile devices for destination research
75%
of travelers use social media as a source of travel inspiration
Global travel trends: Summer 2025
Despite economic headwinds, the travel industry continues to demonstrate remarkable resilience, with several key trends emerging this summer:
Value-Seeking Behavior
Travelers are bringing inflation-consciousness to their planning. It’s not necessarily about finding the lowest price, but rather ensuring every dollar delivers meaningful experience.
Domestic Destinations
Rising costs for international travel, partly influenced by tariff impacts on aviation and hospitality supply chains, have sparked renewed interest in domestic destinations.
The "Save-Splurge" Approach
Today’s travelers are strategically economizing on some aspects of travel (transportation, accommodations) to enable splurging on memorable experiences once at their destination. This approach combines budget-consciousness with experience prioritization.
Extended-Stay Preferences
To amortize rising transportation costs, travelers are opting for fewer but longer trips.
Digital Planning Intensity
Economic considerations have intensified the research phase of travel planning—making platforms like Quora increasingly valuable in the decision journey.
Travel ad formats
Video ads for travel & tourism
Compelling video ads have the unique ability to truly captivate audiences by showcasing the natural beauty, vibrant culture, exciting activities and amenities available at a destination. Nothing immerses viewers quite like moving images and sound. This allows travel marketers to virtually transport people to sweeping landscapes or bustling cities from the comfort of their own homes.
Well-produced videos with aerial footage, timelapse sequences or first-person perspectives can effectively evoke the sensations of adventure, exploration and discovery associated with travel. By highlighting memorable experiences through emotional storytelling, videos are known to more easily stir wanderlust in viewers.
The impact of video is evidenced by its high engagement rates. Viewers are known to spend more time with video content compared to other formats. When videos manage to provoke an emotional response, they have shown to more effectively inspire action whether that be sharing with friends or booking a trip.
Image generated using DALL-E-3 on Poe, Quora’s AI chat app.
95%
of marketers say video marketing has helped them increase brand awareness
91%
of marketers say video marketing has helped them increase traffic
90%
of marketers say video marketing has helped them generate leads
87%
of marketers say video marketing has helped them increase sales
For these reasons, travel marketers would be remiss not to utilize the unparalleled visual storytelling abilities of video advertising. On Quora, compelling videos promote destinations in an immersive fashion that no other medium can match.
To maximize the potential of video ads on Quora, marketers should consider featuring real-life experiences, testimonials, or virtual tours. Highlighting safety measures and flexible booking options could also reassure potential travelers and encourage them to plan their next trip.
Image ads for travel & tourism
Image ads continue to be a powerful tool for travel advertisers. High-quality images can transport viewers to far-off locations and inspire them to book their next trip. These ads tend to have a higher engagement rate compared to text-based ads due to their visual appeal.
Image ads receive
94%
more attention compared to plain text ads on Facebook
On Quora, travel advertisers can create visually engaging image ads to showcase destinations. Evocative photography allows travel marketers to literally show potential visitors all that a place has to offer in a way that text alone cannot.
Image ads containing beautiful scenic or lifestyle photos relevant to the topic of the page tend to have a higher engagement rate compared to plain text-based ads. Their innate visual appeal can immediately grab attention and transport viewers directly to sweeping landscapes, cultural attractions, or leisure activities at a destination.
For travel advertisers on Quora, stunning visuals paired with compelling copy and contextual targeting provide an impactful way to keep destinations top of mind for potential travelers, as well as highlight special deals or promotions. The right image can make all the difference.
Image generated using DALL-E-3 on Poe, Quora’s AI chat app.
Native ads for travel & tourism
Native advertising is another effective strategy for travel marketers. These ads match the look, feel, and function of the media format in which they appear, resulting in a seamless and less intrusive experience for users and. This non-disruptive format builds trust and credibility, as brands position themselves as industry experts.
Native advertising placements like Quora’s Promoted Answers blend seamlessly into the user experience. When done well, Promoted Answers allow travel brands to provide valuable information directly related to user queries, without feeling like traditional interruptive ads.
Quora’s Promoted Answers format allows travel brands to provide valuable information directly related to user queries in a natural, editorial-style layout, providing an engaging context for potential travelers seeking information. For travel advertisers, strategic use of Promoted Answers featuring local experts, guides and travel writers can authentically share insider tips, recommendations and first-hand experiences. Promoted Answers from travel influencers and bloggers who’ve visited the destination can also be highly relevant and engaging ads.
Brands may also consider elevating their own answers written from the perspective of company representatives or regional tourism boards. Responses should aim to educate readers rather than use overt sales pitches. Providing compelling reasons to be interested in a destination will naturally lead readers to explore further.
The authentic, knowledgeable voices featured in Promoted Answers gives the format strong credibility and makes it well-suited for travel marketers seeking to engage potential visitors through helpful, informative content.
Image generated using DALL-E-3 on Poe, Quora’s AI chat app.
Download the Quora Promoted Answers Playbook
Travel marketing strategy & best practices
Showcase the beauty before the specifics
Traveling is an exciting time filled with wonder and heightened expectations. The best way to attract travelers to a specific destination is to appeal to their emotions and sense of wonder by highlighting a destination’s beauty and natural features.
When it comes to travel, aesthetics are extremely important, so showcasing a destination’s beauty as the first touchpoint will help travelers visualize themselves being there.
Make it easy to find things to do
Once a traveler decides on a destination, they need to figure out what they’re going to do there, and how long they will stay. This is the touchpoint where information is often overwhelming and can result in travelers feeling uneasy about their decision.
As a travel marketer, your goal is to present the information in a way that is organized and easily accessible.
Photo credit: Şahin Sezer Dinçer | Unsplash
Let others share their experiences
Transparency and validation are the final steps to successfully promoting a destination. Like any consumer, we often trust stories, recommendations, and reviews from real people—and this is no different for traveling.
Travel advertising on Quora
Over 400 million global monthly unique users visit Quora to read answers from experts and travelers sharing first-hand experiences. Travel marketers can create ads targeting users interested in specific destinations or types of travel. Placing ads alongside popular travel-related answers provides social proof and implicit endorsement from the Quora community.
Summer and winter are the two peak times when travelers turn to Quora to research destinations and read reviews about travel and booking experiences before finalizing their travel plans. Here’s a look at the travel topics that see a surge in questions during these busy booking seasons.
Popular travel and tourism topics on Quora
International Travel
6M followers
Visiting & Travel
81.2M Followers
Tourism
6.7M Followers
Vacations
5.6M Followers
Air Travel
4.4M Followers
Travel Hacks
1.1M Followers
Travel Tips
548.4K Followers
Adventure Travel
718.2K Followers
Hotels
4.5M Followers
Travel Recommendations
583.2K Followers
Travel and tourism content views on Quora worldwide
Travel topics with question spikes in the summer
Travel topics with question spikes in the winter
Popular travel questions on Quora worldwide
Get your brand’s message in front of over 400 million Quora users planning their next trip.
Quora’s global travel audience stats
US
“International Travel” content views in the US
54%
are interested in travel
28%
are planning to purchase travel tickets in the next 3-6 months
34%
are planning a domestic vacation in the next 3-6 months
15%
are planning a vacation abroad in the next 3-6 months
77%
went on vacations in their country of residence in the last 12 months
38%
went on vacations in a foreign country in the last 12 months
38%
went on domestic business trips in the last 12 months
24%
went on international business trips in the last 12 months
45%
use travel apps and websites
Top travel & tourism questions on Quora in the US
Get your brand’s message in front of 147 million US Quora users planning their next trip.
Europe
“International Travel” content views in Europe
55%
are interested in travel
31%
are planning to purchase travel tickets in the next 3-6 months
30%
are planning a domestic vacation in the next 3-6 months
32%
are planning a vacation abroad in the next 3-6 months
81%
went on vacations in their country of residence in the last 12 months
68%
went on vacations in a foreign country in the last 12 months
49%
went on domestic business trips in the last 12 months
39%
went on international business trips in the last 12 months
59%
use travel apps and websites
Top travel & tourism questions on Quora in Europe
Get your brand’s message in front of 39 million Quora users in Europe planning their next trip.
UK & Ireland
“International Travel” content views in the UK & Ireland
57%
are interested in travel
34%
are planning to purchase travel tickets in the next 3-6 months
30%
are planning a domestic vacation in the next 3-6 months
35%
are planning a vacation abroad in the next 3-6 months
77%
went on vacations in their country of residence in the last 12 months
69%
went on vacations in a foreign country in the last 12 months
47%
went on domestic business trips in the last 12 month
37%
went on international business trips in the last 12 months
58%
use travel apps and websites
Top travel & tourism questions on Quora in the UK & Ireland
Get your brand’s message in front of 33 million Quora users in the UK & Ireland planning their next trip.
APAC
India
“Visa” content views in India
61%
are interested in travel
31%
are planning to purchase travel tickets in the next 3-6 months
37%
are planning a domestic vacation in the next 3-6 months
21%
are planning a vacation abroad in the next 3-6 months
88%
went on vacations in their country of residence in the last 12 months
45%
went on vacations in a foreign country in the last 12 months
58%
went on domestic business trips in the last 12 month
38%
went on international business trips in the last 12 months
62%
use travel apps and websites
Top travel & tourism questions on Quora in India
Get your brand’s message in front of 100 million Indian Quora users planning their next trip.
Southeast Asia
“Tours (travel)” content views in Southeast Asia
59%
are interested in travel
29%
are planning to purchase travel tickets in the next 3-6 months
39%
are planning a domestic vacation in the next 3-6 months
22%
are planning a vacation abroad in the next 3-6 months
88%
went on vacations in their country of residence in the last 12 months
39%
went on vacations in a foreign country in the last 12 months
58%
went on domestic business trips in the last 12 month
32%
went on international business trips in the last 12 months
61%
use travel apps and websites
Top travel & tourism questions on Quora in Southeast Asia
Get your brand’s message in front of 37 million Southeast Asian Quora users planning their next trip.
Australia & New Zealand
“Backpacking” content views in Australia & New Zealand
56%
are interested in travel
33%
are planning to purchase travel tickets in the next 3-6 months
33%
are planning a domestic vacation in the next 3-6 months
25%
are planning a vacation abroad in the next 3-6 months
76%
went on vacations in their country of residence in the last 12 months
51%
went on vacations in a foreign country in the last 12 months
39%
went on domestic business trips in the last 12 month
25%
went on international business trips in the last 12 months
54%
use travel apps and websites
Top travel & tourism questions on Quora in Australia & New Zealand
Get your brand’s message in front of over 15 million monthly unique visitors on Quora in Australia and New Zealand planning their next trip.
Middle East
“Visa” content views in the Middle East
55%
are interested in travel
35%
are planning to purchase travel tickets in the next 3-6 months
25%
are planning a domestic vacation in the next 3-6 months
25%
are planning a vacation abroad in the next 3-6 months
87%
went on vacations in their country of residence in the last 12 months
81%
went on vacations in a foreign country in the last 12 months
63%
went on domestic business trips in the last 12 month
59%
went on international business trips in the last 12 months
61%
use travel apps and websites
Top travel & tourism questions on Quora in the Middle East
Get your brand’s message in front of over 10 million monthly unique visitors on Quora in the Middle East planning their next trip.
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