Log in
Oops! Something went wrong while submitting the form.
Create an account
Oops! Something went wrong while submitting the form.
In 2025, the global travel industry is evolving in dynamic and unexpected ways, shaped by traveller demands and external forces.
Despite the rising cost of living and inflationary pressures, travel remains a top priority for many consumers.
According to Eduardo Santander, CEO of the European Travel Commission, “People are willing to save their lives on other aspects, but not on travelling. They’re buying less cars, going for less local dinners, but they’re not reducing vacation days.”
With tourism healthily rebounding post-2020, the focus now shifts towards how we reshape the way we travel.
This isn’t just a return to business as usual; it’s about moving towards something better for people and the planet. UN Tourism Secretary-General Zurab Pololikashvili believes that travellers increasingly seek to have positive impact on communities, searching for authenticity and sustainability, and the industry needs to take note: “Travel products with a strong, sustainable component such as nature, rural, gastronomy and wellness have emerged as popular travel choices.”
With shifting consumer trends and desires, the global travel industry could move towards a model prioritising the environment, community, and technological integration, capitalising on evolving visitor values.
**A new way to explore **
2025 is the year of more purposeful travel trends, where tourists are no longer passive consumers but active participants, shaping the places they visit through initiatives like conservation projects, community programmes, or cultural exchanges.
As continued climate change and mass tourism protests alter the travel landscape, destinations should consider how to meet increasing consumer demand for purposeful, sustainable and more considered travel.
Pololikashvili believes this will require the industry to adopt smarter strategies relying on data and market intelligence to better understand consumer behaviour, manage tourist flows and foster product diversification to improve income generation.
These shifts offer destinations the chance to reshape their tourism offerings, focusing on more intentional experiences that resonate with travellers’ values.
This approach can increase visitor engagement, promote long-term sustainability, and help destinations differentiate themselves in a competitive market.
Embracing conscious travel
In response to climate challenges, destinations that invest in green infrastructure and offer eco-conscious experiences can position themselves as leaders in sustainable tourism, attracting climate-aware visitors.
By prioritising these investments, destinations not only build long-term resilience but also appeal to the growing demand for sustainability and authenticity.
The trends outlined in this report suggest that in 2025, travellers will increasingly favour destinations with cooler climates and a solid commitment to environmental sustainability.
“We have started to see ‘Cool-cations’ being promoted to attract travellers to destinations with milder temperatures in Scandinavian and Baltic countries, but also in North or South America,” says Pololikashvili.
Santander, meanwhile, believes that older, more seasoned travellers are leading the charge in mindful travel.
However, the younger population will also not consider travelling to a destination if it is “damaging the climate or lacks a regenerative, responsible component.”
Emerging destinations
Santander states that one of the biggest trends is consumers seeking ‘off-the-beaten-track’ destinations: “They’re gaining popularity; Albania, Serbia, and Montenegro have been scoring last summer compared to 2019, with double-digit records.”
These regions can boost their economies while preserving natural habitats by offering unique or eco-driven experiences highlighting culture and sustainability.
A bright future for travel
As the industry evolves, destinations will need to adapt and find new ways to foster more sustainable and regenerative tourism models. Partnerships between governments, private sector companies, and local communities will be key to driving innovation.
From public-private partnerships to initiatives that empower locals, destinations can adopt holistic approaches to sustainable and community-focused tourism.
By embracing purposeful and eco-minded travel, they can become trailblazers in the responsible tourism movement, creating positive ripple effects that extend beyond their borders and positioning themselves as leaders in the future of travel.
Destinations can also appeal to budget-conscious travellers, particularly those from Gen Z and millennial cohorts, who increasingly choose lesser-known destinations that provide unique, authentic, and culturally en riching experiences.
“Affordability is very important for people to consume responsibly,” adds Santander.“ You cannot make this an impossible exercise of luxury trips for a few, otherwise it won’t work in the long term.”
The coming years present a tremendous opportunity for the travel industry to redefine itself and for travellers to participate in a movement beyond mere leisure.
It’s about embracing change, leading purposefully, and ensuring every journey leaves a meaningful legacy.
In 2025, the global travel industry is evolving in dynamic and unexpected ways, shaped by traveller demands and external forces.
Despite the rising cost of living and inflationary pressures, travel remains a top priority for many consumers.
According to Eduardo Santander, CEO of the European Travel Commission, “People are willing to save their lives on other aspects, but not on travelling. They’re buying less cars, going for less local dinners, but they’re not reducing vacation days.”
With tourism healthily rebounding post-2020, the focus now shifts towards how we reshape the way we travel.
This isn’t just a return to business as usual; it’s about moving towards something better for people and the planet. UN Tourism Secretary-General Zurab Pololikashvili believes that travellers increasingly seek to have positive impact on communities, searching for authenticity and sustainability, and the industry needs to take note: “Travel products with a strong, sustainable component such as nature, rural, gastronomy and wellness have emerged as popular travel choices.”
With shifting consumer trends and desires, the global travel industry could move towards a model prioritising the environment, community, and technological integration, capitalising on evolving visitor values.
**A new way to explore **
2025 is the year of more purposeful travel trends, where tourists are no longer passive consumers but active participants, shaping the places they visit through initiatives like conservation projects, community programmes, or cultural exchanges.
As continued climate change and mass tourism protests alter the travel landscape, destinations should consider how to meet increasing consumer demand for purposeful, sustainable and more considered travel.
Pololikashvili believes this will require the industry to adopt smarter strategies relying on data and market intelligence to better understand consumer behaviour, manage tourist flows and foster product diversification to improve income generation.
These shifts offer destinations the chance to reshape their tourism offerings, focusing on more intentional experiences that resonate with travellers’ values.
This approach can increase visitor engagement, promote long-term sustainability, and help destinations differentiate themselves in a competitive market.
Embracing conscious travel
In response to climate challenges, destinations that invest in green infrastructure and offer eco-conscious experiences can position themselves as leaders in sustainable tourism, attracting climate-aware visitors.
By prioritising these investments, destinations not only build long-term resilience but also appeal to the growing demand for sustainability and authenticity.
The trends outlined in this report suggest that in 2025, travellers will increasingly favour destinations with cooler climates and a solid commitment to environmental sustainability.
“We have started to see ‘Cool-cations’ being promoted to attract travellers to destinations with milder temperatures in Scandinavian and Baltic countries, but also in North or South America,” says Pololikashvili.
Santander, meanwhile, believes that older, more seasoned travellers are leading the charge in mindful travel.
However, the younger population will also not consider travelling to a destination if it is “damaging the climate or lacks a regenerative, responsible component.”
Emerging destinations
Santander states that one of the biggest trends is consumers seeking ‘off-the-beaten-track’ destinations: “They’re gaining popularity; Albania, Serbia, and Montenegro have been scoring last summer compared to 2019, with double-digit records.”
These regions can boost their economies while preserving natural habitats by offering unique or eco-driven experiences highlighting culture and sustainability.
A bright future for travel
As the industry evolves, destinations will need to adapt and find new ways to foster more sustainable and regenerative tourism models. Partnerships between governments, private sector companies, and local communities will be key to driving innovation.
From public-private partnerships to initiatives that empower locals, destinations can adopt holistic approaches to sustainable and community-focused tourism.
By embracing purposeful and eco-minded travel, they can become trailblazers in the responsible tourism movement, creating positive ripple effects that extend beyond their borders and positioning themselves as leaders in the future of travel.
Destinations can also appeal to budget-conscious travellers, particularly those from Gen Z and millennial cohorts, who increasingly choose lesser-known destinations that provide unique, authentic, and culturally en riching experiences.
“Affordability is very important for people to consume responsibly,” adds Santander.“ You cannot make this an impossible exercise of luxury trips for a few, otherwise it won’t work in the long term.”
The coming years present a tremendous opportunity for the travel industry to redefine itself and for travellers to participate in a movement beyond mere leisure.
It’s about embracing change, leading purposefully, and ensuring every journey leaves a meaningful legacy.
.webp)
