Tourism faces AI, climate heat and geopolitical strains at IFTM 2026

The International & French Travel Market launches at Paris Expo Porte de Versailles, featuring over 1,600 brands and 177 destinations. This year’s theme, "The value of travel," urges the industry to look beyond visitor numbers and assess economic, social and sustainable impacts. While global arrivals hit a new high in 2025 and revenues grew by about 5%, the first quarter of 2026 saw a modest 2% increase amid Middle-East conflict, air-space restrictions and higher energy costs.

Heat waves are prompting tourists to favor cooler northern locales and to travel in spring or off-season, reshaping traditional patterns. A dedicated sustainability village showcases both newcomers and established destinations working toward greener practices, even as aviation still accounts for a notable share of emissions. Meanwhile, AI tools are rapidly automating itinerary planning and customer service, forcing travel agencies to emphasize human expertise and on-the-ground knowledge.