When the United Nations first marked World Tourism Day in 1980, it defined tourism’s value in four dimensions: cultural, social, political, and economic. In 2025, however, one essential pillar is missing from that list: connectivity.
Today, a trip doesn’t begin at passport control. It begins with a QR code on your boarding pass, a rideshare app at the airport, and a map guiding you to your hotel. Without connectivity, travel grinds to a halt. And yet, while governments and organizations celebrate tourism’s traditional impact, the digital infrastructure that enables modern tourism is often overlooked.
Tourism is Back. But Different.
Global travel has roared back. In 2024, international tourist arrivals hit 1.4 billion, an 11% increase over 2023, essentially restoring travel to pre-pandemic levels. At the same time, international tourism generated USD 2.0 trillion in revenues, about 15% higher than pre-COVID levels. This rebound underscores the continued cultural and economic power of travel.
But behind the scenes, tourism has changed. A new generation of travelers has emerged, including digital natives, remote workers, and spontaneous explorers. They are rewriting what it means to move across borders. Over half of travelers book trips online for speed and convenience, but numbers show that around 27–30% of all trips are actually booked within seven days of departure. This still reflects a mobile-first spontaneity that would be impossible without reliable connectivity.
The Hidden Cost of Staying Online
As travel has surged, so too has the frustration of staying connected abroad. Legacy roaming models are designed around complexity: hidden fees, unclear tariffs, and bill shock stories that dominate headlines. UK travelers alone are on track to waste more than £350 million on roaming fees in summer 2025.
It’s not just about money. Connectivity is also a matter of safety and access. Travelers rely on apps like Google Maps, Uber, and WhatsApp to navigate unfamiliar cities, contact loved ones, or find their way in emergencies. A dropped connection can mean more than inconvenience. It can mean vulnerability.
Why Connectivity is the Fifth Pillar
If tourism is about fostering cultural exchange, driving economic value, and creating political bridges, then connectivity is the infrastructure that makes it all possible. Without data, travelers can’t book local experiences, pay digitally, or even find the right bus stop. Local economies, from restaurants to tour guides, depend on connected visitors.
And sustainability matters too. Traditional plastic SIM cards contribute to waste and logistics emissions, while eSIM technology eliminates both, aligning connectivity with the future of responsible tourism.
Jetpac: A Case Study in Traveler-Centric Connectivity
This is where innovations like Jetpac show how connectivity can evolve from a cost burden to a travel companion:
- 200+ destinations covered with a single eSIM, so travelers can land connected instantly.
- Dual-network access in most countries, ensuring coverage even if one provider drops.
- WhatsApp, Google Maps, and Uber stay online even when data runs out, creating a built-in digital safety net.
- Jetpac Voice allows direct calls to hotels, restaurants, or landlines, without Wi-Fi or roaming charges.
- Cheaper than traditional roaming, with transparent pricing that helps travelers avoid bill shock.
These are not just “features,” they are the connective tissue of modern tourism. They empower travelers to experience more, spend more confidently, and stay safe.
Looking Ahead
As we commemorate World Tourism Day, it’s time to expand the definition of tourism’s value. Culture, society, politics, and economics still matter. But in 2025 and beyond, tourism cannot be understood without recognizing connectivity as the fifth pillar.
It is connectivity that allows travelers to share their experiences, fuels spending across local economies, supports sustainable practices, and ensures that exploration is safe and inclusive. In short, without connectivity, tourism in its modern form doesn’t exist.
