Travel Trends 2025

Travelers seek deeper, more meaningful experiences

Tourism is a gateway to discovering new perspectives, exotic cultures, and historic traditions.

In 2025, travelers will continue to view travel as a way of creating deeper connections with family and friends, customers and colleagues, places, and the planet. Many travelers want to immerse themselves in local cultures, especially through unique and memorable experiences such as performances, events, spa treatments, and classes.

Nearly half (49%) of survey respondents from Hilton want to be immersed in local culture and products while traveling, and another 40% seek personalized access to unique experiences or activities. The global domestic tourism market size is expected to reach USD 5,858.27 billion by 2030, expanding at a CAGR of 17.0%.

Cleaner, greener tourism

Sustainability and mindful travel are increasingly on the agenda for global travelers.

We are witnessing a shift across the industry. The Transformational Travel Council is gaining traction as a global group of thought leaders in sustainable and regenerative tourism. Green fuel is becoming more relevant in reducing aviation’s carbon footprint, and many industry players are developing tools to measure the sustainability of tourism.

The sustainable tourism market is estimated to grow at a CAGR of 9.54% between 2022 and 2027, with the market size expected to increase by USD 335.93 billion.

A getaway from the everyday

Wellness tourism remains a key driver for many travelers.

This includes everything from experimental wellness retreats and spa breaks to silent retreats and spiritual journeys. With a growing focus on personal well-being, accommodations offering meditation, yoga, or simply stunning nature views will continue to attract travelers.

In 2019, wellness tourism reached a record $720 billion. The GWI forecasts that the wellness tourism industry will grow to $1.1 trillion by 2025.

Popular wellness destinations:

Croatia

Croatia offers a range of holistic, natural, and traditional local therapies and remedies to alleviate stress and promote relaxation. Many of these wellness options are available through resorts spread across the country.

Portugal

Known globally for its unique fusion cuisine, pristine medieval architecture, and vibrant local culture, Portugal is one of the best destinations in Europe for a wellness holiday.

Spain

With its regional diversity, unique cities, and stunning natural landscapes, Spain provides a wide array of tourism options. Many of these are ideal for a relaxing and rejuvenating break.

Belize

Located on the eastern coast of Central America, Belize is an up-and-coming destination that’s gaining popularity each year. Its lesser-known status makes it a hidden gem for travelers seeking tranquility and natural beauty.

Working from roam

The ability to work remotely has fueled the rise of the “work from roam” lifestyle.

Digital nomads are forming dynamic online communities that are becoming a significant audience for the travel industry. Long-term stays have surged, with a nearly 90% increase compared to pre-pandemic levels. Technology will continue to play a crucial role in ensuring productivity and convenience for professionals who choose to work while traveling.