BRICS Leisure Market Size and Forecast by Type, End User, Behavioural, Channel, and Occasion: 2019-2033

BRICS Leisure Market Outlook

AR/VR Itineraries Reshape Senior-Centric Leisure in BRICS Economies

In the BRICS economies, a new intersection of technology and lifestyle is transforming the leisure landscape. Senior retreats with immersive AR/VR itinerary designs have emerged as a compelling offering in the post-pandemic recovery phase, aligning with rising disposable incomes, expanded broadband coverage, and increased life expectancy. BRICS nations—Brazil, Russia, India, China, and South Africa—are leveraging these immersive digital experiences to attract both domestic and international senior travelers who seek curated, low-effort, and deeply experiential leisure engagements.

The BRICS Leisure Market is estimated to be valued at USD 534.7 billion in 2025 and is projected to reach USD 913.2 billion by 2033, expanding at a CAGR of 6.9% during the 2025-2033 period. The push toward multi-dimensional travel packages that blend wellness, hobby, and digital experiences under one itinerary is growing. Demand is particularly surging for destination wellness retreats, hobby-based community travel, and VR-augmented historical site tours. The increasing number of elder tech startups in China and India, as well as digitally adaptive tourism agencies in Brazil and South Africa, is fueling new business models in the leisure sector. With the resurgence of regional travel corridors and an expanding middle-class, the BRICS leisure ecosystem is poised for strategic growth rooted in personal enrichment and digital convenience.

Diverging Accelerators and Limiters in the Expanding BRICS Leisure Ecosystem

Rising Incomes and the Gig Economy Drive Leisure Diversification

An expanding urban middle class across BRICS countries is a key driver of leisure sector momentum. In India, for example, average household income has steadily increased, with the National Statistical Office projecting urban disposable income growth of over 7% in 2025. Brazil and South Africa have similarly observed a sharp increase in gig economy participation, contributing to greater flexibility in leisure spending. Moreover, flexible work arrangements have redefined how and when consumers engage in leisure activities, from short weekday trips to multi-location lifestyle retreats. Platforms such as Russia’s Yandex Travel and China’s Fliggy are further aggregating multi-format leisure offerings—flights, event access, accommodation, and immersive activities—via a single app interface, enabling spontaneous travel decisions.

On-demand entertainment and gamified fitness regimes are also reshaping the domestic leisure sector. Brazil has seen a spike in city-based hobby events, while India is witnessing a surge in destination events integrating wellness and sports. This broader availability of customizable, modular, and tech-enhanced leisure options is encouraging higher spending across demographic cohorts, particularly millennials and seniors.

SME Margin Pressures and Seasonality Pose Operational Challenges

Despite positive tailwinds, the BRICS leisure sector is challenged by deep-rooted issues, notably SME operational fragility and seasonal variability. In South Africa, smaller leisure operators report profit margin pressures due to inflation and high customer acquisition costs. Similarly, tourism businesses in Russia and Brazil often operate in seasonal peaks, creating revenue instability and underutilized infrastructure. The lack of weather-resistant and all-year-round digital attractions continues to limit consistent demand.

Furthermore, fragmented licensing and visa regulations within and outside BRICS nations often deter international leisure travelers. While Russia and China have made strides in improving their digital visa platforms, delays and bureaucratic barriers remain prevalent. The limited access to flexible loans and credit for hospitality and digital recreation startups in India and South Africa further restricts their ability to scale and compete with larger entities. These systemic weaknesses impact the long-term scalability of the leisure market and affect investor confidence.

Trend Momentum and Business Opportunities in BRICS Leisure Dynamics

Immersive Technology and Experiential Engagements Gain Market Momentum

The demand for AR/VR-driven cultural and historical experiences has seen a dramatic rise across BRICS nations. In China, tourism boards have collaborated with ed-tech firms to produce virtual museum tours and gamified heritage trails, capturing younger and senior audiences alike. Russia’s luxury rail services have introduced onboard immersive digital storytelling, turning travel into a narrative-rich journey. Meanwhile, Brazil has piloted AR-based rainforest exploration programs aimed at domestic eco-tourism.

India’s experiential travel companies have also launched smart pilgrimages, blending spiritual journeys with VR-enabled storylines and interactive wellness stops. These offerings are increasingly in demand among senior citizens, who seek cognitive stimulation and accessible movement through structured, hybrid leisure formats. The convergence of leisure with health-tech and ed-tech is fostering an ecosystem of multi-sensory personal enrichment experiences that extend beyond traditional vacationing.

Curated Senior Packages and Digital Tools Unlock Scalable Opportunities

Senior-centric travel is no longer a niche. Across BRICS, travel operators are introducing age-specific amenities including medical staff, wellness diets, and personalized AR interfaces. In India, curated Ayurveda travel packages bundled with yoga and local cuisine have seen a 35% rise in bookings in 2024, especially among urban retirees. Brazil is investing in coastal community retreats with elderly mobility-friendly infrastructure, while China’s cruise operators now offer AI-powered itinerary planning tailored to seniors.

Travel tech platforms are enhancing these offerings through predictive itinerary tools that factor in health profiles, mobility requirements, and personal interests. Russia and South Africa are exploring cross-border partnerships to establish BRICS-exclusive senior travel corridors supported by common booking and regulatory frameworks. These developments open up a new sub-sector of retirement leisure travel, backed by growing purchasing power and digital proficiency.

Government-Led Policy Realignment and Tourism Reforms Fuel Market Growth

In 2024, the BRICS Tourism Ministers' Summit formalized a cooperative roadmap for cross-nation leisure mobility, including visa facilitation, digital travel taxation uniformity, and heritage tourism frameworks. India’s Dekho Apna Desh campaign and South Africa’s Digital Nomad Visa both target younger and senior demographics, creating new entry points for experiential tourism. Brazil’s Ministry of Tourism has restructured its national policy to allow hybrid entertainment zones to receive co-funding under ESG-aligned tourism.

Russia, despite geopolitical turbulence, continues to promote domestic tourism through subsidies and the Discover Russia initiative, focused on internal travel resilience. China’s Ministry of Culture and Tourism has emphasized digital leisure development, allocating significant resources to AR/VR infrastructure and supporting rural event digitization. These efforts are collectively lifting regulatory barriers and setting a new standard for future-oriented leisure ecosystems across the BRICS block.

Macro-Economic Catalysts Impacting the BRICS Leisure Landscape

Tourism employment and air transport capacity are strong indicators of leisure sector health. As of late 2024, India has restored over 90% of its pre-pandemic tourism employment levels, and domestic air traffic grew by 14.2% YoY. Similarly, China has resumed regional air connectivity with over 50 new low-cost routes inaugurated since Q3 2023. Brazil’s aviation sector has recovered to 87% capacity, catalyzing domestic weekend travel and city-to-coastal retreat migration.

Russia, facing international travel sanctions, has pivoted towards internal leisure clusters and rail tourism, growing its employment in digital recreation services. In South Africa, renewed focus on vocational training in hospitality and leisure has improved service quality and widened participation, particularly among women and youth. These broader shifts in workforce alignment and transport capacity are reinforcing the foundational infrastructure required for sustained leisure market expansion.

Country-Specific Dynamics across the BRICS Leisure Network

• Brazil: Brazil's leisure economy is rebounding through domestic demand for community festivals, wellness tourism, and short-haul travel. Government subsidies for eco-leisure and culture-based events are driving participation among low- and mid-income groups.
• Russia: Russia’s internal leisure segment has grown due to restricted international access, with demand spiking for digital storytelling tours, railway leisure routes, and spa-based community experiences in provincial cities.
• India: India leads in hybrid leisure experiences, combining spirituality, wellness, and local crafts. Startups focusing on curated travel, particularly for the elderly and hobby-focused tourists, are thriving in Tier-2 and Tier-3 cities.
• China: China dominates with scale and speed, integrating VR in museums, theme parks, and cruise experiences. State-led funding is accelerating digital tourism infrastructure across historical and rural destinations.
• South Africa: The nation is witnessing renewed interest in heritage trails and sport-based leisure. Townships are being included in new leisure circuits, enhancing community-driven tourism opportunities and youth entrepreneurship.

Evolving Competitive Landscape in a Digitally Fragmented Leisure Sector

International travel platforms like Booking.com and Airbnb have increased their local footprint in BRICS countries. However, homegrown brands are leading innovation. MakeMyTrip in India, CVC Corp in Brazil, Fliggy in China, and Travelstart in South Africa are introducing integrated digital leisure solutions that bundle transport, accommodation, entertainment, and experience-based add-ons.

A prominent strategy is Digital Travel Aggregation, particularly popular in fragmented markets like South Africa and Brazil, where regional providers struggle with distribution. For instance, CVC launched its Smart Leisure Suite in 2024, aggregating wellness retreats, digital concerts, and nature stays under one subscription. Meanwhile, Fliggy introduced a VR-enabled travel concierge platform in Q4 2024, targeting the senior demographic with curated storytelling itineraries.

In India, MakeMyTrip collaborated with regional retreat operators to enable AR-powered experience bookings for seniors. Russia’s emerging digital travel aggregators now offer bundled travel across rail, accommodation, and immersive events through a single window. These strategies reduce friction, improve customer retention, and elevate cross-border travel viability among BRICS countries.

Conclusion: Personalized, Digital, and Inclusive Leisure Defines BRICS Future

The BRICS leisure sector is undergoing an evolutionary leap—driven by demographic shifts, technological empowerment, and policy harmonization. As leisure pivots toward digital inclusivity, senior-centric offerings, and immersive formats, BRICS economies are uniquely positioned to lead this transition. Strategic focus on AR/VR content, travel aggregation, and government collaboration across borders will sustain growth in the long run.

BRICS Leisure Market Segmentation

BRICS Leisure Market