🌿 1. Coolcation: The Search for Fresh Air

Extreme summer heat has driven Southern Europeans to cooler destinations like Norway and Scandinavia. Bookings from countries such as France increased by 22%, while cities like Stavanger and Kristiansand saw new guest segments and a booking surge of 38–52% from June to August 2025.

🌿 2. Detour Destinations & Off-the-Beaten-Path Travel

Overcrowding at top tourist hotspots has led to a growing trend of choosing alternative gems – from Reims instead of Paris to Trieste over Venice. These lesser-known destinations offer fewer crowds and a more authentic local experience.

🌿 3. Slow & Experiential Travel

Slow travel emphasizes a relaxed pace, local culture, and eco-conscious choices. It aligns with the rising demand for meaningful and immersive experiences in nature-based or culturally rich settings.

🌿 4. Generation Z: Digitally Driven and Independent

Gen Z travellers prefer to travel solo or in small groups, seeking flexibility, personalized content, and smart payment options. Their values are strongly shaped by digital access and independence.

🌿 5. Wellness, Retreats & Health-Boosting Stays

Wellness retreats aimed at longevity and mental well-being are gaining traction. 49% of American travellers are curious about health-focused stays – from Nordic sauna experiences in Tromsø to boutique spa treatments. Wellness tourism is expected to grow significantly toward 2030.

🌿 6. Set-Jetting & Culture-Inspired Travel

TV and film locations are shaping global travel habits. Series like Yellowstone have boosted interest in Montana, while White Lotus has spurred travel to Hawaii and Sardinia. Related trends include “noctourism” (stargazing travel) and “vintage voyaging”, appealing to nostalgic travellers.

✨ Quick Recap: The 6 Key Travel Trends for 2025