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As you start to look at the year ahead, have you thought about how you will be travelling? The world’s travel firms – from Airbnb to Booking.com – have.

Their predictions, gathered from survey data, user behaviour and forward bookings, function as an annual showcase for new ideas in the industry, from identifying future hotspots to considering how and why we will explore the world in the upcoming year.

“People are drawn to trends because they offer a sense of structure and understanding in an increasingly complex and fast-paced world,” explains Jenny Southan, CEO of Globetrender, the world’s leading travel trend forecasting agency. “When it comes to travel, trends provide clarity and a roadmap for how to engage with the world around us.

For cultural futurist Jasmine Bina, CEO of Concept Bureau and an experienced analyst of consumer behaviour, they are a signifier of our deepest longings. “Travel trends are a window into what people really desire when the rules of everyday life are suspended,” she says. “Right now, what they really want is to feel transformed.”

While the travel industry has largely returned to pre-pandemic levels, economic uncertainty, the ongoing wars in Ukraine and the Middle East and the change of presidency in the US is making 2025 feel anything but predictable.

Travel trends are a window into what people really desire when the rules of everyday life are suspended – Jasmine Bina

“You could say that perhaps we are looking for new anchors,” says Bina. “Travel trends like stargazing, holiday romance, nostalgia tourism, sleep tourism, digital detoxes and so on show us that people are searching to be reconnected to something bigger than themselves.”

Southan agrees. “Trends create a shared narrative – a sense of collective discovery – where we are all participants in a global dialogue about what matters,” she says. “Whether it’s the allure of off-the-beaten-path destinations or the desire to ‘travel with purpose’, trends provide us with an anchor, making it easier to understand where we fit within the broader landscape of global travel.”

Here are some of the top trends forecasted for 2025, as predicted by some of the world’s leading travel brands and tour operators.

1. Noctourism

Noctourism –nocturnal + tourism – encompasses nighttime travel experiences, from late-opening museums to bioluminescent beaches to northern lights watching. Solar activity is going to be at its highest for decades in 2025, sending higher than average numbers of charged particles to interact with the Earth’s atmosphere, creating dramatic aurora viewing opportunities. Award-winning UK travel firm Trailfinders tips Finnish Lapland and Norway’s Lofoten Islands, plus Svalbard and Iceland as prime destinations to see them. Noctotourism interacts neatly with what’s always been a key tenet of the travel industry: fostering connection with the wider world.

2. Calmcations

Calmcations – holidays purely focused on creating a sense of tranquillity – continue to be popular for 2025. Noise is in particular focus, following a report from the World Health Organisation that rates noise pollution, particularly from traffic, as the second most important cause of ill health in Western Europe.

Havila Voyages has created “quiet escapes” along the Norwegian coast that offer a chance to step away from the clamour of everyday life, featuring sound monitoring stations and a live noise forecast that compares the output in decibels against cities including New York, Paris and London. Alternatively, Unplugged offers tech-free cabins in the UK and Europe with a mission “to help the always on switch off”; while brand new retreat Majamaja in the Helsinki archipelago comprises of a series of architect-designed off-grid cabins that allow you to reconnect with nature. It’s all a sign that right now, the escapism of travel includes escaping technology.

3. Travel meets AI

We can expect to see technology start to play a larger role in trip planning: travel tech company Amadeus found that almost 50% of its customers are planning to prioritise generative AI through 2025. The survey also noted, however, that many travel firms are still not quite sure how to use the technology; they could take inspiration from flight-free holiday firm Byway, which has created its own proprietary AI engine to take the complexity out of timetables and multi-country travel, solving a significant problem when it comes to European travel.

Other firms, including Tripadvisor, are employing generative AI to help build itineraries for trips, while a growing number of airports are ditching paper tags and using the technology to sort baggage more efficiently. At Hyatt hotels, an AI-powered bed can monitor your heart rate, movement and blood pressure to offer more comfort and a better night’s sleep.

But it’s not all positive for technology. According to research from ABTA association of travel agents and tour operators, a Gen Z traveller is now almost as likely to be flicking through a holiday brochure for travel inspiration as browsing the internet for ideas, hinting that the trend towards tech is not universal.

4. The return of the holiday romance

Going hand in hand with the rise in digitisation has been a rise in digital burn out, particularly when it comes to relationships. According to a 2024 Forbes Health survey, 79% of Gen Z feel exhausted from online dating. How to solve the problem? A travel trends report from Globetrender and Amadeus includes a section on meeting new people in real life as one of its five key predictions for the year.

Whether you have a holiday romance or not, it’s easier than ever to find a trip where friendship can blossom with increasing numbers of group and solo travel opportunities. G Adventures and Flash Pack are just two firms offering expanded options for solo travellers seeking social adventures.

5. Off-the-beaten-track goes mainstream

After significant overtourism issues in 2024, off-the-beaten-track destinations are on the rise. As Byway notes in their travel trends of 2025, “people want to travel where they’re welcomed wholeheartedly”. The firm cites “destination dupes” – holiday locations that are similar to popular hotspots – as a trend to watch, where travellers may swap the likes of Cornwall for Norfolk, for example.

Other key destinations for the year are a little more off the traditional tourist map. Trailfinders names Uzbekistan as one of their top places to visit; while luxury tour operator Scott Dunn is tipping East Africa’s islands, thanks to new hotel openings in Zanzibar and Madagascar and a new luxury yacht experience in the remote Aldabra islands.

At Airbnb, the top 20 hot destinations for 2025 include Milton Keynes and East Sussex. Their list was drawn from data including trending searches and wish-listed cities on the site. It also includes Rome, Tokyo and Milan, all cities that suffered from overtourism in 2024, showing that the issue is far from over.

 6. Coolcations and off-season safaris

For those used to holidaying in southern Europe, the question has moved from “where’s hot?” to “where’s not”. As temperatures in traditional summer holiday hotspots around the Mediterranean continue to break records, climate change is having an increasing influence on where we travel. Scott Dunn saw a 26% increase in bookings to Finland and Norway in 2024 and expects to see more tourists heading to northern Europe where summer temperatures are in the mid 20s.

Seasonal change is not just affecting beach goers; it’s also having an impact on those travelling to see wildlife. Peak safari travel month has shifted from December to March at Scott Dunn, thanks to shifting climate patterns and affordability. Climate change is a reality, and the industry and travellers are catching up to it.

 7. Nostalgia travel

Will ’90s music icons Oasis and Eminem follow Taylor Swift’s lead and disrupt the travel industry in 2025? The pop star is credited with boosting travel and tourism around the world during her Eras tour, which concluded in December 2024. While music tourism is a rising trend, Eminem and Oasis’ revival tours also speak to something else: the rise of nostalgia tourism.

Globetrender calls the trend “New Heydays” and notes that as millennials enter middle age, the holidays they loved as children will get a reboot. It expects to see adult summer camps in the US, a rise in interest in Eurocamp (camping holidays in continental Europe) and all manner of retro pop ups, like the Polly Pocket Airbnb of 2024, grow in number. It’s perhaps an indicator that we want a little respite from uncertainty and are seeking a retreat to the more comfortable world of our childhoods.

Source: BBC

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Among notable shifts in responsible travel, “the industry as a whole has come a long way in recognizing its value,” said Kristin Winkaffe, head of the Travel For Better Foundation, an organization dedicated to creating a more sustainable future for the global community through education and fostering of industry-wide economic development. Winkaffe, who is also founder of Winkaffe Global Travel in Columbus, Ohio, cited a growing consensus among industry stakeholders that responsible travel “is not just a trend, but a necessity,” especially as climate change and overtourism remain pressing concerns.

Moreover, demand for responsible travel experiences is on the rise as travelers increasingly focus on vacations with a purpose. “Millennials and GenZ, in particular, are leading the charge,” said Winkaffe. “They’re asking questions about where their money is going and prioritizing sustainability and social impact. At the same time, older demographics — especially retirees — are embracing responsible travel, often because they’re looking for meaningful, legacy-focused experiences.”

Statistics, too, tell the tale. According to TravelPulse (sister publication to Travel Weekly), the sustainable travel market in the U.S. alone will grow from $66.22 billion in 2023 to $116.46 billion in 2029, making it the fastest-growing economic segment of the travel industry. Figures released by the World Travel & Tourism Council indicate that more than 70 percent of travelers now seek out sustainable tourism experiences. 

Source: Quark Expeditions

Branching out

In general, responsible travel continues to be about making choices that prioritize the well-being of the destinations people visit. However, sources said, it has evolved to encompass several key areas, among them:

• Economy. Engaging in experiences designed and led by the local community falls under this umbrella, as do supporting local businesses and selecting independently owned accommodations. The objective: to ensure that tourism dollars benefit the destination itself while empowering residents.
• Planet. Here, responsible travel means minimizing environmental impact, supporting conservation efforts, and ensuring ethical wildlife interactions. It also involves focusing on excursions that contribute directly to protecting endangered species, participating in carbon offset programs and staying at properties that harness renewable energy.
• People. This centers on authentic, respectful engagement with local traditions, arts and heritage. Such exchanges are mutually beneficial to communities and travelers and don’t commodify or exploit the culture(s) being shared.

Not surprisingly, the more areas responsible travel has grown to include, the greater the variety of related activities travel advisors can — and should — offer to travelers, in turn better serving a wider breadth of clients while benefitting their own bottom line. Among them:

• Cultural immersion/educational programs that expose travelers to and foster interactions with local communities to learn about customs, cuisine and traditions. Programs through which guests engage directly with scientists and researchers to explore their findings also fall under this umbrella.
• Voluntourism programs, from assisting with wildlife to aiding in conservation efforts and/or the betterment of communities (for example, by helping to make improvements in housing, prepare and distribute food and the like.
• Adventure programs that expose travelers to nature and pave the way for wildlife observation, such as kayaking, trekking, mountain biking, paddling, helicopter-based activities and camping.

Some operators that specialize in responsible travel, such as Quark Expeditions tout activities that combine adventure with education and conservation. Activities range from wildlife observation and citizen science projects to cultural immersion programs, noted Lyndsey Lewis, head of sustainability. “For instance,” she said, “zodiac excursions and guided hikes let travelers experience (polar) environments intimately while learning about their fragility and importance and quietly observing wildlife in their natural habitat. Kayaking and stand-up paddleboarding provide opportunities to experience the environment at a slower pace and get closer to nature. On some voyages, guests have the chance to connect with researchers who use the ships as transportation to their field work sites, learning about their findings through presentations and conversations over meals. Citizen science programs like Happy Whale enable travelers to contribute meaningful data to global conservation efforts, extending the impact of their journey well beyond their actual trip.” 

Source: Quark Expeditions

Positive partnerships

For travel advisors, successfully selling clients on these and other responsible travel activities is in large part a matter of finding the right tourism operators. According to Julia Wright, co-founder and manager of Epic Polar in New York City, N.Y., travel advisors should ask themselves which non-negotiable attributes they seek in provider partners and weed out those that lack them. In assessing candidates, she limits herself to polar expedition operators whose vessels carry no more than 200 passengers, in keeping with her belief that smaller ships offer a more in-depth, intimate experience. She also values partnerships with operators that prioritize education, because “the polar regions are incredibly vulnerable, and it’s important that travelers are made aware of the issues these areas face. Climate change, wildlife preservation, and continued support of indigenous communities are all key topics that make these trips not only memorable, but also impactful.”

Cynthia Davidson, CTC, CTIE, founder of and agent with Rivers Oceans & Expeditions in Toronto, Ontario, Canada, also advocates working only with responsible tourism partners that prioritize education, sustainability, and community support, as well as clear, documented sustainability commitments and transparent reporting on initiatives. Operators can and should demonstrate their commitment through training programs, regular communication about their initiatives and support in helping advisors articulate responsible travel values to clients.

Moreover, once formed, partnerships with responsible tourism operators require nurturing to keep them strong and mutually beneficial for operators and travel advisors alike, as well as to ensure positive outcomes for clients. This necessitates regular communication between parties, with travel advisors sharing client feedback (e.g., about programming requests, positive experiences, negative experiences, etc.) with operators and operators proactively informing travel advisors of new responsible tourism-related developments in their organizations and the industry as a whole. Discussing shared goals bodes well for relationships, too.

“Stay informed about partners’ operations,” and act on them if needed, Winkaffe added. For instance, she stated, if a partner’s sustainability commitments or offerings evolve, it behooves travel advisors to celebrate these improvements with their clients. Similarly, if standards slip, addressing such issues in a transparent manner is imperative. In short, Winkaffe asserted, “long-term partnerships thrive on mutual accountability and shared passion for responsible travel.”

Davidson makes a concerted effort to reach out to and maintain regular contact with operator partners even before she has sold one of their offerings to her clients. “I do this every two to four months, asking (operators) how things are going and whether there is anything new I should know about,” she noted. “It sometimes makes all the difference in the world for the relationship and the ability to educate and serve clients. It also shows that I’m serious about working with” the operator in question, supporting a spirit of cooperation.

Making the right match

Just as forming and maintaining the right operator partnerships is key for travel advisors who want to capitalize on the heightened popularity of responsible tourism, so, too, is matching clients with responsible travel activities that meet their needs and lead to overall satisfaction. For starters, travel advisors must glean a complete understanding of each client — what they value, how they like to travel, and what matters to them. “It’s easy to ask the basic questions of when, how, and how much,” asserted Wright. “But understanding their motivations and expectations is essential to finding the perfect fit.”

Sources have found that asking novice responsible travelers what they know about responsible tourism — and educating them about all the possibilities — expedites and improves the matching process. “Maybe a client doesn’t know the difference between, say, an expedition and a cruise, or that some operators feature different versions of the same activity,” tweaked to accommodate varying client needs,” Davidson stated. She cited as an example the fact that Quark Expeditions features faster- and slower-paced iterations of some adventure activities.

Regardless, “travel advisors can use all of this insight to tailor recommendations, explaining how these activities align with the client’s goals while positively impacting the destination,” said Winkaffe. 

Lewis concurred, adding that successful matching of clients with responsible travel experiences is a matter of understanding both individual clients’ aspirations and operators’ capabilities. Only with such knowledge in hand can the best outcomes be expected.

Quark Expeditions: A Wealth of Activities in the Polar Regions

Tundra to Table. Source: Quark Expeditions

The polar travel industry has evolved as increasing numbers of operators introduce programs designed to “create deeper connections between travelers and the regions they visit,” according to Lyndsey Lewis, MB, P.Eng., head of sustainability, Quark Expeditions. The company offers a variety of options that provide travel advisors with compelling storytelling opportunities and unique selling propositions that appeal to (ever more conscious) travelers seeking purposeful experiences,” said Lewis. Here are few key examples:

• Tundra to Table, a one-of-a-kind, on-ship adventure. Guests experience the culinary traditions of the Inuit in Greenland and Nunavut, enjoying dishes from these Arctic regions as prepared by Inuit chefs from native ingredients, like seafood caught fresh from Arctic waters and free-roaming game. Chefs discuss the origins of the food served, using it to tell the story of the Inuit people.
• Sea Kayak Program, a small-group program available in Antarctica. Novice and seasoned paddlers — accompanied by experienced guides — explore fjords, glacial faces, or mazes of sea ice as they kayak multiple times throughout their voyage. Some excursions allow guests to go ashore for additional exploration.
• Paddling in the Polar Regions aboard easy-to-maneuver “sit-on-top” kayaks that afford participants the chance to explore the ocean from a more intimate vantage point. No experience is necessary to handle the kayaks, which are extremely stable. This guided excursion lasts 60 to 90 minutes and is offered on most Quark Expeditions voyages.
• Stand-Up Paddleboarding (SUPing). Travelers can stand or, if they prefer, kneel, sit, or lie down on the boards to absorb the surrounding scenery — for instance, spotting Gentoo penguins gliding below them or making eye contact with Weddell seals lying on a piece of ice. SUPing originated in Hawaii, and Quark Expeditions is the first company to bring it to Antarctica.
• Mountain Biking in the Arctic. Offered in tandem with local partners, Quark Expeditions’ mountain biking adventures provide unparalleled views of South Greenland’s stunning scenery. Twin-engine helicopters transport guests to the best terrain to begin their experience and pick them up at the end of the route, allowing them to cover new terrain throughout their journey.
• Greenland Camp Experience. Guests join local hosts at one of the most exclusive camps in Greenland. Small groups of travelers walk through landscapes and remote fjords, roam the tundra with a local chef who showcases local ingredients and prepares a meal from them, and spend the night in two-person tents.
• Antarctic Camping. Following dinner aboard their ship, guests are escorted ashore by Zodiac to camp out in the snow in ready-to-roll bivy sacks or, by request, tents. Travelers choose their camping spot, within a perimeter set up by Quark Expeditions staff.
• Helicopter Adventures that involve more than flightseeing. Guests can select from the most extensive menu of helicopter-supported activities in the Polar Regions, including camping experiences and ice sheet landings, to name a few.
• Research partnership programs.

“With Quark Expeditions, every voyage starts on a ship, but real and always-immersive adventures happen off-ship,” stated Lewis. Whether it’s camping, kayaking, mountain biking, hiking, flying by helicopter to remote locations, paddleboarding on icy waters, rising above the polar landscape in hot air balloons, engaging in culinary pursuits, or something else, travel advisors who partner with Quark Expeditions can ensure that their clients have access to the most comprehensive roster of adventure and other activities available and can experience the polar regions as they wish.

Source: Travel Weekly

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The British High Commission and Kenya Tourism Federation (KTF) have joined forces to strengthen counter-terrorism preparedness within Kenya’s vital tourism sector through a strategic Action Counter Terrorism (ACT) training initiative.

The comprehensive training program aims to enhance the tourism industry’s resilience against potential security threats while maintaining Kenya’s position as a premier tourist destination in East Africa. This collaboration marks a significant step in protecting both local and international visitors while safeguarding the country’s tourism infrastructure.

The ACT training sessions cover crucial areas including:

• Risk assessment and threat identification
• Emergency response protocols
• Crisis communication strategies
• Staff security awareness training
• Visitor safety procedures

Kenya Tourism Federation CEO Susan Ongalo emphasized the timing of this initiative: “Tourism is a crucial pillar of Kenya’s economy. This training will equip our industry stakeholders with essential skills to maintain Kenya’s reputation as a safe and welcoming destination for international visitors.”

The program will be rolled out across major tourist hubs, benefiting hotels, tour operators, and other tourism service providers. Industry experts expect this initiative to boost investor confidence and support the sector’s post-pandemic recovery efforts.

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Indian travel agents are urging Kenya to introduce incentives for filmmakers and group travellers to boost visitor numbers. At a travel trade show in India, organised by the Kenya Tourism Board (KTB) and attended by 12 Kenyan travel firms, industry experts highlighted Meetings, Incentives, Conferences, and Exhibitions (MICE) and filmmaking as key growth opportunities for attracting Indian tourists.

Chetan Samani, Director of Cosmic Safaris, emphasised the potential of India’s film industry in increasing Kenya’s visibility. “Filming is a big thing in India and inquiries on MICE are also what we need to leverage to woo this market,” he said. Notably, nearly 80 international films have been shot in Kenya, with Bollywood productions often leading to a 45 per cent rise in tourist arrivals.

Kenya is actively promoting itself in Ahmedabad, Bengaluru, and Kolkata ahead of the Outbound Travel Mart (OTM) in Mumbai from 30 January to 1 February 2025. The country is also banking on growing demand from Indian groups and luxury travellers, with India currently ranking as Kenya’s sixth-largest source market.

According to KTB CEO June Chepkemei, the market has recorded a tremendous increase in arrivals after the pandemic to post a 12.4 per cent growth last year with 106,863 arrivals up from 95,038 visitors recorded in 2023.

Source: BW Hotelier

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Air India, India’s premier global airline, has partnered with Kenya Airways in a newly established codeshare agreement designed to streamline travel between India, Africa, and key global destinations. This enhanced collaboration builds on their existing interline agreement, offering passengers expanded connectivity and seamless booking options.

Through this codeshare arrangement, Air India will place its ‘AI’ code on Kenya Airways’ twice-daily flights between Mumbai and Nairobi. Travelers arriving in Mumbai will gain effortless access to Air India-operated flights to destinations such as Bangkok, Colombo, Dhaka, Malé, Melbourne, and Singapore. This expansion significantly improves travel options for passengers flying between East Africa and Asia-Pacific.

“Deepening our partnership with Kenya Airways aligns perfectly with Air India’s strategic vision of expanding our global footprint and strengthening our position in key markets”, said Nipun Aggarwal, Chief Commercial Officer, Air India. “Our codeshare partnership will provide significant benefit to guests of both airlines, and also contribute to the overall growth of air travel between India and Africa.”

Conversely, Kenya Airways will integrate its ‘KQ’ code onto Air India’s flights between Delhi and Nairobi, creating more travel opportunities for African passengers heading to India. Additionally, the interline agreement between the two carriers allows smooth itineraries across an extensive network—linking 28 key African cities, including Accra, Addis Ababa, Dar Es Salaam, Harare, Johannesburg, Cape Town, and Seychelles, with 15 major Indian cities such as Ahmedabad, Bengaluru, Chennai, Delhi, Goa, Jaipur, and Kolkata.

“We are delighted to expand our partnership Air India, that will open up significant opportunity for our passengers. This codeshare agreement allows us to offer seamless connections to a wider range of destinations across both airlines’ networks, making travel easier and more convenient” said Julius Thairu, Chief Commercial and Customer Officer, Kenya Airways.

By deepening their partnership, Air India and Kenya Airways are reinforcing their commitment to offering travelers a hassle-free experience, bridging two vibrant continents with greater efficiency and connectivity.

Source: Travel and Tour world