Recreation & Culture
Spending in 2026
$4.9tn
Spending in 2035
$7.4tn
Recreation
The global recreation and culture market is entering a period of robust expansion, fuelled by rising incomes, demographic shifts, and the growing importance of leisure in household budgets. By 2030, global spending in this category is projected to rise from $4.6 trillion in 2025 to $5.9 trillion, reflecting the enduring demand for entertainment, sports, cultural activities, and digital leisure experiences.
Key Trends Shaping the Category
✓ Strong Global Growth: Recreation and culture spending is set to expand by more than $1.3 trillion over the next five years, driven by increased participation in sports, entertainment, and digital leisure across both mature and emerging markets.
✓ A Generational Shift Toward Wealthier Consumers: While Baby Boomers currently play a major role in driving category spending, Gen X will see a significant rise in influence by 2030. This shift signals a continued lean toward older, wealthier consumers who prioritise premium experiences, travel, and cultural engagement.
As digital ecosystems expand and hybrid leisure experiences become mainstream, consumers are allocating more of their budgets to entertainment, sports participation, gaming, and cultural activities. Gen X and older millennials, now at peak earning power, are driving demand for premium experiences, from live events to high‑end travel and wellness retreats.
At the same time, spending patterns vary widely across regions. Mature markets devote a larger share of household budgets to discretionary leisure, while emerging markets are seeing rapid first‑time adoption of cultural, recreational, and digital entertainment categories as incomes rise.
Understanding where, when, and how consumers are increasing their recreation and culture spending is essential for operators, investors, and brands navigating a sector defined by shifting demographics and rising global demand.
World Data Lab’s models forecast market size, segment growth, and the evolution of consumer profiles across thousands of cities worldwide, helping stakeholders identify the most promising opportunities in a category where leisure, culture, and experience increasingly define the global consumer landscape.
