ravel in 2025 redefines journeys with coolcations, sober tourism, set-jetting, and record-breaking skies. Explore trends blending innovation and sustainability.
The travel landscape in 2025 is set to redefine how we journey, relax and rejuvenate. While 2024’s tourism trends embraced escapism and edgy adventures, this year’s focus is on transformative experiences, sustainable practices and finding joy in simplicity. Here’s what could be in store for the hospitality and tourism industry in 2025.
Coolcations: Chilling Out in Hot Times
As global temperatures climb, “coolcations” are emerging as the antidote to the heat. From Arctic escapes to mountain retreats, travellers are flocking to cooler climes. But these aren’t just traditional vacations, as modern wellness retreats are adding a refreshing twist. Think ice bath therapy, water sound baths, and floating yoga, offering travellers a chance to recharge while literally cooling down.
Hurkle-Durkle: Lounging as an Art Form
For those who prefer their holidays at a slower pace, hurkle-durkling, an old Scottish term for leisurely lounging in bed, has found new life. This trend champions indulgent mornings and unapologetic relaxation. From luxurious hotel bedding to offering brunch in bed as standard, hurkle-durkling is the ultimate antidote to our fast-paced lives.
Sober Tourism: High on Life, Not on Alcohol
The growing popularity of sober tourism reflects a shift toward wellness and mindfulness. With curated mocktail menus, sober safaris and retreats focusing on holistic well-being, travellers are choosing clarity over cocktails. This trend aligns with the broader movement of prioritising health and intentional living while exploring the world. This may hit the hospitality industry’s F&B sales, but health is being prioritised by and increasing number of 2025 travellers.
Wellness Tourism Goes High-Tech
The wellness tourism sector is poised for futuristic disruption. AI-powered biohacking, vibroacoustic therapy and nap-a-latte caffeine drinks are leading the charge. Once a niche, wellness tourism is entering the mainstream, blending technology with traditional practices to create cutting-edge rejuvenation experiences.
Set-Jetting: Living the Reel Life
Set-jetting is all about travelling to iconic film and TV locations that are captivating audiences worldwide. Whether stepping onto the cobbled streets of Edinburgh as seen in Outlander or reliving moments of White Orchid season three, filmed in Thailand and to hit screens in 2025, set-jetting offers a deeply personal connection to the stories we love.
‘Not-Hot’ Travel: Responsible Escapes
With overtourism still a concern, travellers are increasingly opting for destinations off the beaten path. The trend of “not-hot” travel highlights the appeal of quieter, lesser-known locales that promise authentic experiences while supporting sustainable tourism practices.
Record-Setting Skies
The global airline industry is bracing for a bumper year in 2025, with revenue projections exceeding US$1 trillion, thanks to record passenger numbers. However, supply chain pressures and maintenance backlogs are presenting challenges.
Sports and Music Tourism Soar
Beyond leisure, niche tourism markets continue to flourish. Sports tourism is projected to exceed an astounding US$1.04 trillion by 2032, while music tourism, driven by festivals and iconic concert venues, is on track to hit US$ 9 billion. These growing sectors show that shared passions are becoming a central part of travel itineraries.
As 2025 unfolds, these trends reveal a traveller mindset increasingly focused on meaningful, sustainable and innovative experiences. From high-tech wellness to the simple pleasure of hurkle-durkling, there’s something for every kind of explorer.