Revenge tourism (or revenge travel) became one of the biggest travel trends of the post-pandemic era. But what exactly is revenge tourism, why is it called that, and what impact has it had? This article explains all.
What is revenge tourism?
The concept of revenge tourism emerged in 2020. The COVID-19 pandemic closed down the majority of business in the travel and tourism sector, borders were closed around the world and repeated lockdowns and quarantine requirements meant that people had very little opportunity to travel.
People were frustrated and keen to travel again. The desire to travel comes naturally to the human population. For some people, travel means visiting their grandparents who live in the next province (known as VFR), for others it is lying on a beach in Murcia, Spain and for some it is backpacking along the Silk Road in China…. but very few of these were an option during 2020 and much of 2021.
As a result, there was a large pent-up demand for travel, and people wanted ‘revenge’ on the pandemic, so to speak. It is this travel that has been coined ‘revenge tourism’.
Video: The rise of revenge tourism
Why did revenge tourism emerge?
After being forced to stay in one place for so long, people wanted to make up for lost time – to take the trips they had been forced to cancel, to visit relatives overseas and to see the world again. Many had also saved money during lockdowns, which they were keen to spend on travel.
As travel restrictions were lifted around the world, the term was widely adopted by the media. There were reports of China promoting ‘revenge travel’ to boost economy after Covid lockdowns and of tourist industry experts in India saying that people are on ‘revenge travel’ mode after being confined in their homes for months. Politicians have also used the phrase, with India’s health ministry expressing concerns that revenge tourism may spark a third COVID wave. Furthermore, some experts claim that revenge travel is the phenomenon that could bring back tourism with a bang.
Many travellers who had been unable to travel for so long were keen to get out and see the world again, and travel companies reported surging bookings as restrictions were lifted, particularly in 2022 and 2023.
Why is it called revenge tourism?
Revenge tourism is the term used to describe the pent-up demand that has developed amongst much of the global population during the COVID pandemic. It quickly became a travel industry buzzword.
However, the term is a bit peculiar. The word revenge brings about negative connotations, yet paradoxically, the word tourism is generally associated with feelings of happiness (most people are happy when they go on holiday).
So who came up with the term revenge tourism? Well this is not entirely clear, but it is thought that the term originates from China, where the related term ‘revenge spending’ (or revenge consumption) was used in the 1980s. It was during this time that Chinese citizens gained more freedom to move inside and out of their country. This has been likened to the lifting of travel restrictions in China post COVID, where there was a surge in domestic tourism just months after closing off to the rest of the world in 2020. Since then, the term revenge tourism has been adopted internationally.
Some companies are using the phrase as a sort of marketing tool, to attract business and customers. However, others are already trying to move away from it- the negative sentiment associated with the word revenge isn’t conducive to the positive and happy outlook that is generally associated with travel and tourism.
Is revenge tourism here to stay?
Revenge tourism was essentially a response to the COVID-19 pandemic and associated travel restrictions, and it peaked in 2022 and 2023 as borders reopened. International tourism recovered rapidly – according to UN Tourism, international tourist arrivals reached around 1.4 billion in 2024, almost back to pre-pandemic levels. By then, the ‘revenge’ element had largely faded, although strong demand for travel has continued.
The initial boom saw people taking honeymoons they had been forced to cancel, visiting relatives they hadn’t seen for two years or more, and making up for lost time by booking that tour through Egypt or taking their children to Costa Rica.
Where did people go for revenge tourism?
Travel after COVID-19 did not look completely different from before, but there were some notable trends. Many travellers were willing to spend more on their trips, and there was strong demand for long-haul and once-in-a-lifetime holidays, as well as for domestic tourism and outdoor travel.
Destinations that are typically expensive to visit, such as the Maldives and Hawaii saw strong demand, with the Maldives welcoming record numbers of tourists after the pandemic. Some travellers also showed greater interest in sustainable and nature-based travel, such as eco lodges and adventure trips like climbing Mount Toubkal in Morocco.
The positive impacts of revenge tourism
Revenge tourism was positive in that it brought tourists back to areas that had suffered greatly from the loss of tourism, bringing positive economic impacts of tourism.
It can also be a good thing in terms of human well-being- many people feel better after a holiday.
The negative impacts of revenge tourism
However, revenge tourism also had negative impacts. The sudden influx of tourists contributed to mass tourism and overtourism in some destinations, with crowded attractions, rising prices and pressure on housing. In 2024, residents in places such as Barcelona, Mallorca and the Canary Islands held large protests against mass tourism. Staff shortages also caused disruption at airports and in hospitality, as businesses struggled to recruit after the pandemic.
Careful tourism planning and management is required to ensure that the tourism industry rebounds in a way that is sustainable and beneficial to all.
Revenge tourism: FAQs
Below are answers to some of the most common questions about revenge tourism.
What is revenge tourism?
Revenge tourism, or revenge travel, is the surge in travel that followed the lifting of COVID-19 restrictions, as people sought to make up for the trips they had missed during the pandemic.
Why is it called revenge tourism?
The term reflects the idea of people getting ‘revenge’ on the pandemic for the travel it took away from them. It is linked to the Chinese term ‘revenge spending’, which emerged in the 1980s.
When did revenge tourism happen?
Revenge tourism began as restrictions eased in 2021 and peaked in 2022 and 2023, before travel patterns largely normalised by 2024.
What were the impacts of revenge tourism?
Revenge tourism helped the tourism industry and destinations to recover economically, but it also contributed to overcrowding, overtourism, rising prices and staff shortages in some places.
Is revenge tourism still happening?
The ‘revenge’ element has largely faded, but demand for travel has remained strong, with international tourist arrivals almost back to pre-pandemic levels in 2024.
Revenge tourism: Further reading
If you found this article on revenge tourism useful, these articles may also be of interest:
- Overtourism explained: What is it and why is it so bad?
- Types of tourism: A Glossary
- Ecotourism: Everything you need to know
- The appeal of tourist destinations | What attracts tourists
- The mass tourism industry EXPLAINED
