Domestic tourism is big business in some countries, bringing in a significant revenue for the economy of the local area and nationwide. But what is domestic tourism?
This article explains what domestic tourism is, why it is important and some of the biggest domestic tourism markets in the world.
What is domestic tourism?
As explained in this tourism glossary, domestic tourism is the act of travelling for business or leisure within one’s home country. According to UN Tourism (formerly the UNWTO), a domestic visitor who stays away from their usual environment (but within their home country) for at least one night is classed as a domestic tourist, while those who return the same day are classed as same-day visitors.
Popular destinations for domestic tourism include the USA, India and China. This is because they are big countries with a variety of tourist experiences to offer.
The film ‘Into the Wild?‘ (2007) is a well-known example of domestic travel. It tells the true story of Christopher McCandless, a young man who gave away his savings and hitchhiked across the USA to Alaska.
Video: Domestic tourism: is staying home the newest travel trend?
Domestic tourism definitions
People who travel just a few miles from home may not expect to be classed as ‘tourists’, but in many cases they are- domestic tourists!
In general, domestic tourists are anyone who undertakes travel activities in their own country of residence, i.e. living in London and travelling to Glasgow for the day or for an overnight stay.
Unlike other definitions in the tourism ‘vocabulary’, the term ‘domestic tourism’ has changed little over the years. In 2005, Gillian Gale, in her text book designed for BTEC National Travel and Tourism students, defined domestic tourists as;
“People who are travelling in their own country for tourism purposes”
Further to this, Arjun Kumar Bhatia, in his text on International Tourism Management states that;
“In domestic tourism, people travel outside their normal domicile to certain other areas within the country as contrasted with travelling outside the boundaries of the country as in international tourism.”
Why is domestic tourism important?
According to the World Travel & Tourism Council (WTTC), domestic visitors account for around three-quarters of all travel and tourism spending globally, making domestic tourism a key driver of the tourism sector. Its importance was clearly demonstrated during the COVID-19 pandemic, when domestic tourism kept many tourism businesses afloat while international travel was restricted.
Countries rely on domestic tourism as a tool to reduce poverty, improve infrastructure, generate employment and most importantly to drive economic growth.
The activities of domestic tourists create economic importance as the money spent on domestic tourism feeds back into that particular country’s economy; supporting a more viable and prosperous economy.
Popular domestic tourism destinations
The countries with the largest domestic tourism markets include China, the USA, India, Germany, Japan and the UK.
Some examples of major domestic tourism markets are outlined below.
Domestic tourism in the United Kingdom
Domestic tourism is vital to the UK economy, with British residents taking tens of millions of overnight trips and well over a billion day visits within Great Britain each year. According to VisitBritain, domestic overnight trips in Great Britain fell by 10% in 2024 compared with 2023, although total spending rose by 5%, reflecting the rising cost of holidays.
Popular domestic holidays include seaside breaks in Cornwall, Devon and Wales, city breaks, and holidays in national parks such as the Lake District. The ‘staycation’ boom during the pandemic also boosted holiday parks, glamping and self-catering cottages.
According to the Association of Leading Visitor Attractions (ALVA), the most visited attractions in the UK in 2025 were:
- Natural History Museum, London
- British Museum, London
- Windsor Great Park
- Tate Modern, London
- National Gallery, London
As the list shows, the most visited attractions are dominated by London’s free museums and galleries, which attract both domestic and international visitors.
Domestic tourism in the United States of America
Domestic tourism is by far the largest part of the US tourism industry. In 2018, domestic travellers spent $933 billion in the USA, representing 86% of total tourism spending and supporting 7.7 million jobs, and domestic spending has since recovered strongly from the pandemic.
This is no surprise. The USA is a huge country with an incredible diversity of destinations, from the snows of Alaska to the beaches of Florida, and only around half of Americans hold a valid passport.
Some of the most popular destinations for domestic tourism in the United States include:
- Alaskan Cruise, Alaska
- Orlando, Florida
- Las Vegas, Nevada
- Maui, Hawaii
- New York City, New York
- Honolulu, Hawaii
- Hawaiian Cruise, Hawaii
- Miami Beach, Florida
- Washington, DC
- Los Angeles, California
Other major domestic destinations include national parks such as the Great Smoky Mountains, the Grand Canyon and Yellowstone- the US National Park Service recorded more than 331 million recreation visits in 2024.
Domestic tourism in India
India is home to some of the most beautiful natural and cultural heritage sites in the world, not only making it a popular destination for international tourists, but also for domestic tourists.
Domestic tourism dominates India’s tourism industry. According to India’s Ministry of Tourism, there were around 2.95 billion domestic tourist visits to states and union territories in 2024, and the figure rose to more than 4 billion in 2025, boosted by the Maha Kumbh Mela in Uttar Pradesh.
Some of the states most visited by domestic tourists include:
- Tamil Nadu
- Uttar Pradesh
- Madhya Pradesh
- Andhra Pradesh
- Karnataka
- Maharashtra
- Rajasthan
India’s domestic tourism industry is significant because of the diversity of its attractions, the size of the country and a growing middle class. Religious tourism and pilgrimages, in particular, generate huge numbers of domestic trips.
Domestic tourism in South Africa
South Africa is a growing destination for domestic tourism. The government’s National Tourism Sector Strategy places a strong emphasis on growing domestic tourism and its contribution to a sustainable tourism economy.
More information on the National Tourism Sector Strategy is available here.
In 2017, according to Statistics South Africa, South Africans took 48 million day trips and 44.4 million overnight trips.
South Africa is home to abundant wildlife and nature reserves sites that attracts domestic tourism. According to the South African Tourism Board, the top destinations in South Africa are;
- Cape Town
- The Winelands
- Garden Route
- Johannesburg
- Kruger National Park
- Durban beachfront
- Robben Island
- Soweto
- Blyde River Canyon Nature Reserve
- Wild Coast
South Africa’s domestic tourism is also boosted by events such as school holidays and long weekends, and by initiatives such as the annual SA National Parks Week, which offers free entry to national parks for South Africans.
Domestic tourism in China
China has the largest domestic tourism market in the world. According to China’s Ministry of Culture and Tourism, Chinese residents made 6.52 billion domestic trips in 2025, up 16.2% on 2024, spending 6.3 trillion yuan (about US$900 billion). Major holidays such as Chinese New Year and the October ‘Golden Week’ create some of the biggest travel peaks in the world.
According to the WTTC, China has been extremely successful in fostering domestic tourism through investment in high-speed rail, airports and tourist attractions.
Popular domestic destinations include Beijing, Shanghai, Xi’an, Chengdu and Hainan, as well as an increasing number of smaller cities and rural areas that have become popular through social media.
Domestic tourism: Conclusion
Most people have been domestic tourists at some point, whether they realised it or not. As this article has shown, the domestic tourism industry is a huge economic contributor in many destinations, especially in countries that are large or where the local people do not often have the cash to travel internationally.
For more on the different types of tourism, see this types of tourism glossary. The texts below are also useful for travel and tourism students.
Domestic tourism: FAQs
Below are answers to some of the most common questions about domestic tourism.
What is domestic tourism?
Domestic tourism is travel within a person’s own country for leisure, business or other purposes, such as a Londoner taking a weekend break in Cornwall. According to UN Tourism, domestic visitors who stay at least one night are classed as domestic tourists.
Why is domestic tourism important?
Domestic tourism accounts for around three-quarters of global travel and tourism spending, according to WTTC. It supports jobs and businesses, spreads income to regions across a country, is less affected by exchange rates and border closures, and helped many tourism businesses survive the COVID-19 pandemic.
Which country has the largest domestic tourism market?
China has the largest domestic tourism market in the world. Chinese residents made 6.52 billion domestic trips in 2025, spending around 6.3 trillion yuan (US$900 billion), according to China’s Ministry of Culture and Tourism.
What is the difference between domestic and international tourism?
Domestic tourism takes place within a person’s own country, while international tourism involves crossing a national border. International tourism can be inbound (visitors arriving in a country) or outbound (residents travelling abroad).
What is an example of domestic tourism?
Examples include a family from Manchester holidaying in the Lake District, an American visiting Las Vegas or Yellowstone, a pilgrim travelling to Varanasi in India, or a Chinese family travelling to Hainan during Golden Week.
Further reading
- BTEC National Travel and Tourism– a textbook for BTEC Level 3 Travel and Tourism students
- The Business of Tourism– an essential text for students of tourism management or travel and tourism
- Tourism: Principles and Practice– the ultimate one-stop text for any student studying Tourism
- What is inbound tourism?
- What is outbound tourism?
- What is a staycation?
- An Introduction to Tourism– a comprehensive and authoritative introduction to all facets of tourism including: the history of tourism; factors influencing the tourism industry; tourism in developing countries; sustainable tourism; forecasting future trends
