Stop focusing solely on existing customers! In 2026, have you seized these three types of "new money" opportunities?

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The tourism market in 2026 presents a paradoxical picture: many practitioners devote most of their energy to maintaining existing customers and doing familiar business, but miss out on broader growth opportunities.

The real growth opportunity for the tourism industry today lies in accurately capturing "new money." "New money" refers to emerging customer groups with strong purchasing power, clear demands, and a willingness to pay a premium for high quality and uniqueness.

The first type of "new money": the "high-pressure middle class" who pay for "emotional value".

Group Profile: Corporate executives, entrepreneurs, employees of major internet companies, and professionals in the city. They are the backbone of the social economy and also the group under the greatest mental stress. For them, travel is a necessary "mental recharge."

Needs and pain points: They have no shortage of spending power, but lack an outlet for complete relaxation of body and mind. They yearn to escape from the high-pressure daily routine and seek deep relaxation and healing.

Product focus: Fostering "wellness tourism," such as Swiss forest spas, Indian Ayurveda , and Bali yoga retreats. These products have high average order values, large profit margins, and high customer loyalty.

Market challenges: Most domestic group tour operators and customized travel companies lack reliable and professional upstream resources, making it difficult to find and screen top overseas healing institutions. Establishing trust and cooperation is a hurdle.

The second type of "new money": the "silver-haired nouveau riche" who pay for "high-level experiences".

Group profile: The "post-60s" generation who have just retired, have a good economic foundation, and excellent educational background. They have money, leisure time, and a strong desire to explore the world.

Needs and pain points: Pursuing a "higher level of experience" in life, hoping to fulfill unfulfilled dreams from one's youth during prime years, see different scenery, and gain unique life experiences.

Product focus: "High-quality adventure tourism" and "In-depth cultural study tours," such as icebreaker cruises in Antarctica, tracking the Great Migration on the African savanna, and expert-led visits to ancient Egyptian ruins. Products emphasize professionalism, safety, and uniqueness.

Market Challenges: The market is heavily reliant on upstream specialized destination management companies (DMCs). These companies have cultivated expertise in specific regions (such as the Arctic, East Africa, and South America) for many years, possessing professional guides, specialized equipment, and scarce resource permits that ordinary DMCs lack. Domestic wholesalers and high-end customized travel agencies find it difficult to locate and identify these "hidden champions" through conventional channels .

The third type of "new money": "super enthusiasts" who pay for "circle recognition".

Customer profile: Deep enthusiasts in various vertical fields, such as wine, whiskey, architecture, art, sports, etc., are the customer group with the highest possible average order value and profit margin.

Needs and pain points: Ordinary travel products are not attractive to them; they seek a "pilgrimage"-like experience and identity recognition within their social circles.

Product focus: "Special interest-themed tours," such as private visits to Burgundy wineries in France led by top sommeliers , or in-depth explorations of modern Nordic architecture guided by architecture critics . The core of the products is connecting with "key figures" or "exclusive settings" within the field.

Market challenges: It places extremely high demands on the resource integration of downstream MICE companies, business travel and cultural companies, and customized travel studios. It requires precise connection with overseas non-standard resources, or even resources that are not open to the public (such as private wineries, artist studios, and designer residences), which is difficult to achieve through conventional channels.

The solution : Connect supply and demand, ensuring those seeking funding meet those with sufficient funds.