As we step further into 2025, travel is evolving with sustainability, wellness, and unique experiences at the forefront. Travellers are seeking mindful, personalised journeys, from cool escapes to wellness retreats. Here are some of the top trends set to dominate this year.
1. Destination dupes? Think detours instead
In 2025, travellers are expanding their itineraries to include nearby “detour destinations” rather than skipping iconic hotspots. A recent survey found that 63% of travellers plan to add day trips to their holidays, blending the allure of famous landmarks with hidden gems.
Iconic sites like the Eiffel Tower, Colosseum, and Sagrada Familia remain in high demand, with search interest for cities such as London, Paris, Rome, and Barcelona rising by 7% year-over-year. However, second-tier cities and lesser-known locales are gaining traction as side trips.
Destinations like Dublin, Lisbon, and southern Spain (Granada and Seville) have seen a 14% surge in interest. Popular excursions include Tuscany from Florence, Prosecco country from Venice, or Windsor and Bath from London. Travellers are also flocking to the Amalfi Coast and Pompeii from Rome, Montserrat from Barcelona, and Sintra from Lisbon for unique cultural and scenic experiences.
2. Nocturnal adventures and natural phenomena
In 2025, “noctourism” is illuminating travel plans as more travellers seek dark-sky destinations to reconnect with the cosmos. Over 60% of surveyed travellers expressed interest in stargazing and celestial marvels, fueling a surge in astrotourism.
This trend also reflects a preference for cooler evening activities, with 61% of respondents favouring nighttime or early-morning adventures to avoid extreme daytime heat. Destinations like Iceland and Finnish Lapland remain favourites for witnessing the Northern Lights, while the Faroe Islands are gaining popularity for their pristine night skies and Aurora potential.
Stargazing isn’t limited to the Arctic. Desert camps in Jordan and Oman offer stunning views of the Milky Way, while Canada and Argentina are emerging as must-visit spots for dark-sky enthusiasts. Whether marvelling at the Aurora Borealis or exploring constellations in remote deserts, travellers in 2025 are escaping the light, slowing down, and embracing the magic of the night sky.
3. Vintage voyages and authentic adventures
In 2025, authenticity is the ultimate travel trend. Modern travellers are moving beyond cookie-cutter holidays, seeking immersive experiences that connect them to a destination’s history, culture, and traditions. Whether through slow travel, local storytelling, or cultural exchanges, the journey itself has become the ultimate souvenir.
Rejecting globalised consumerism, 51% of travellers—and 63% of Gen Z—are now opting to buy vacation wardrobes locally, often at thrift and vintage shops. In fact, 73% of travellers have already purchased second-hand items abroad, making thrift shopping a defining part of the travel experience.
This focus on authenticity also drives a shift away from over-tourism. Iconic destinations like Venice, Barcelona, and Bali face overwhelming crowds, leading to a 150% surge in searches for “hidden gem holiday destinations.” Lesser-known locations offer tranquillity and opportunities for deeper connections to nature and culture.
4. Wellness, longevity, and sustainability: Travel with purpose
In 2025, health, longevity, and sustainability are redefining travel as more people seek experiences that enhance well-being, promote longevity, and align with eco-conscious values.
Health-focused travel is booming, with 60% of travellers expressing interest in longevity retreats featuring treatments like red-light therapy and cryotherapy. Men’s wellness retreats are also on the rise, offering spaces dedicated to mental health and personal growth.
Mid-career travellers are opting for extended sabbaticals over traditional gap years, fueled by workplaces offering remote work perks and sabbatical opportunities. This shift has driven a surge in “bleisure” travel, blending work and leisure in inspiring destinations. The remote work revolution is further supported by digital nomad visas, enabling longer, more immersive stays. Countries like Portugal, Croatia, and Bali have embraced this trend, offering professionals the chance to achieve work-life balance while boosting local economies.
5. Adventures for all ages & spending the inheritance
In 2025, travellers are prioritising creating lasting memories over leaving an inheritance. Nearly 46%—including 49% of baby boomers and 40% of the silent generation—prefer spending their savings on once-in-a-lifetime trips rather than passing it down.
Multigenerational travel is thriving, with 58% of travellers reporting parental contributions to their vacations. Families are coming together to create shared experiences, from grandparents reconnecting with grandchildren to entire families exploring bucket-list destinations. Baby boomers are also embracing high-octane adventures, with interest in activities like skydiving and trekking climbing to 23%, up from just 10% last year—proving age is no barrier to adrenaline-fueled travel.
Meanwhile, nostalgia and heritage holidays are growing. Millennials are revisiting childhood destinations for a blend of modern exploration and sentimental journeys, while younger generations delve into their ancestry, creating deeper, more meaningful connections.
6. IRL connections and solo-ish travel
As digital interactions and online dating lose their allure, travel is becoming the ultimate way to connect in real life. In 2025, spontaneity takes centre stage, with shorter booking windows and last-minute trips driving a trend for meaningful connections—whether through holiday romances, new friendships, or shared experiences with like-minded people.
Solo travel is also booming, as more individuals seek empowerment and self-discovery on their own terms. Rising searches for “solo travel deals” and “best solo destinations” highlight a growing demand for freedom, independence, and highly personalised adventures. Whether connecting with others or embracing solitude, travel in 2025 offers the perfect escape from the burnout of digital life.
7. Cool-cation: The trend of seeking cooler escapes
Coolcationing is the rising trend of escaping to cooler or temperate destinations for a relaxed, nature-based experience. As global temperatures climb and heatwaves become more frequent, travellers are increasingly seeking out destinations with milder climates, scenic hikes, and tranquil surroundings far from bustling tourist crowds. Searches for “cooler holidays” have soared by 300% in the past year alone.
Nordic countries are leading this movement, with Iceland, Norway, Finland, and Sweden drawing travellers in search of crisp air, breathtaking landscapes, and unique activities like hiking, winter sports, and stargazing under pristine dark skies. These cooler destinations offer a welcome retreat from the heat and hustle of traditional hotspots, providing quieter, more immersive travel experiences for those seeking a refreshing escape.
Travel trends 2025: Meeting the needs of today’s travellers
The travel industry continues to evolve, with sustainability, wellness, and personalised experiences becoming key priorities for today’s travellers. Adapting to changing demands, ensuring that policies meet the needs of an increasingly mindful and experience-driven customer base will be crucial.
At Travel Support Europe, we’re here to help you embrace these transformative travel trends. With our comprehensive roadside assistance and emergency medical support, we help insured travellers explore the most remote and unique locations, knowing they are in safe hands.
