By Mia Taylor, TravelPulse (TNS)
The new year has arrived, and travelers are busy planning their adventures for 2025. Data from a variety of sources shows that the coming 12 months promise to be especially busy ones for globetrotters.
In particular, the recently released winter edition of the Portrait of American Travelers, from travel marketing association MMGY, reveals that 8 in 10 U.S. adults intend to take a vacation next year, which is a 7% increase over the previous winter study data.
Americans also intend to travel more frequently in 2025, taking slightly more than four trips per person.
The increased demand for travel is merely one piece of the puzzle, however, when it comes to the 2025 industry outlook.
What will travel look like in the coming year? And, more specifically, what sort of travel trends are likely to define 2025?
Will slow travel continue to emerge as a popular approach to exploring new places? Has the trend of planning vacations based on the filming locations of our favorite movies and TV shows finally subsided? And what new approaches to travel planning might we expect?
To answer these questions, TravelPulse reached out experts at all levels of the travel industry. Here’s what they say is on tap for 2025.
LEIGH BARNES, PRESIDENT, INTREPID TRAVEL
Solo female travel
The massive solo female travel trend is driven by a surge in women seeking independence, safety, and deeper cultural connections through structured yet adventurous experiences, says Barnes.
Globally, women make up 80% of solo travelers — 82% for Intrepid — reflecting a growing desire for meaningful travel that fosters empowerment and connection.
Intrepid’s Women’s Expeditions, meanwhile, have seen an impressive 86% year-over-year growth. These getaways are designed to provide unparalleled access to women-only spaces and experiences often off-limits on mixed-gender trips.
This trend speaks to a larger global movement: women embracing freedom, forging connections, and paving the way for a more inclusive and empowering travel industry, adds Barnes.
“It’s about empowerment through adventure, security without sacrifice, and experiences that leave women inspired, not just impressed,” notes Barnes.
Escaping the crowds
Escaping overtourism and embracing the “not-hot” have led Gen Z and millennials to look for meaningful, off-the-beaten-path adventures.
A recent study conducted by Intrepid found that 70% of young adults aged 18-35 and 61% of U.S. adults are seeking lesser-known destinations, rejecting crowded tourist traps and “bucket list” clichés in favor of unique, authentic experiences.
Intrepid’s Not Hot List was created to answer this demand by spotlighting under-visited gems — places like Guyana, the least-visited country in South America, or Oslo, Norway, a Scandinavian underdog outshining its busier counterparts.
Shifting tourism away from overburdened hot spots helps to alleviate strain on crowded destinations while fostering economic growth and cultural preservation in areas that welcome visitors most, Barnes explained.
“Travelers to these emerging locations experience trips free from overtourism’s downsides — no tourist taxes, no frustrated locals — while forging deeper connections with communities and their stories,” adds Barnes.
With 80% of travelers still visiting only 10% of the world, the Not Hot List is more than an alternative; it’s a call to rethink how and where we travel.
“By encouraging curiosity, sustainability, and cultural exchange, this trend not only transforms the travel experience but also ensures tourism becomes a force for positive global change — one lesser-known destination at a time,” says Barnes.
JAKE HAUPERT, CHAIRMAN, TRANSFORMATIONAL TRAVEL COUNCIL
Purpose and practice
In 2025, more travelers will engage in travel as a “results-driven lifestyle practice,” says Haupert. In other words, travel will become a practice not unlike yoga, meditation, or fitness programs that help us improve our physical, emotional, and spiritual health.
“This year, travelers will gain a deeper appreciation for travel and its potential for growth and healing in our lives while emphasizing the ‘why and how’ over the ‘what and where,’ which uncovers their sense of purpose and brings more intention and a growth mindset to their travel practice,” explains Haupert.
This shift from the experience to the transformation economy cultivates benefits and outcomes that are deep and enduring, not just skill development or shifting perspectives, but finding more connection, calm, clarity, and confidence in our lives, Haupert suggested.
Meanwhile, tourism organizations and destinations adopting an experience development strategy to meet this emerging demand, will thrive.
CAROLYN RAY, CEO, JOURNEYWOMAN
Solo travel goes mainstream, with older women leading the way
As the world’s first publication for female solo travelers since 1994, JourneyWoman knows that solo travel isn’t a trend, nor is it new, begins Ray.
“The shift that’s happening now is that solo travel is becoming a mainstream movement. A movement that is gathering momentum, particularly among older women, who are empowered, purposeful and have the time and money to travel, perhaps more than any other demographic,” explains Ray.
What’s more, studies have shown that women over 50 represent more than $15 trillion in purchasing power in the U.S. alone and are the fastest-growing demographic over the next 10 years.
“In our most recent global survey of women 50+ travelers, 96% said they were the key travel decision maker in their households,” adds Ray. “Most said they spend more than $3,000 a week on travel, excluding airfare, taking multiple trips each year, sometimes for weeks and months at a time.”
More alcohol-free travel experiences for women
We all know that too much alcohol isn’t good for our health, notes Ray. In 2023, the Canadian Centre on Substance Abuse and Addiction released a report showing that more than three to six standard drinks per week increases the risk of developing several different types of cancer, including breast and colon cancer, she adds.
“While the idea of ‘sober travel’ isn’t new, I think in 2025 we will see more women’s travel companies offering alcohol-free tours for women,” Ray explains. “One of our partners, Sisterhood Travels, has even created an alcohol-free stamp for their wellness retreats, which feels like a great place to start.”
Offering alcohol-free experiences opens up the possibility for adventure for everyone, while supporting personal self-discovery and wellness.
“A ‘no-alcohol’ trip also affects personal safety, reducing the potential for negative interactions with medications and injuries, not to mention the obvious consequences for our longevity and health,” concludes Ray.
BRADY BINSTADT, CEO, GEOGRAPHIC EXPEDITIONS
Pre-packaged vacations
Packaged vacations are making a comeback in 2025 with a digital twist, predicts Binstadt.
Specifically, the rise of ‘one-click trips,’ driven by travelers’ desire for convenience and seamless planning,” Binstadt explains.
Social media now plays a significant role in influencing destination and activity choices, shaping curated itineraries that offer immersive and Instagram-worthy experiences.
Geographic Expeditions is meeting this demand with new itineraries such as its meticulously crafted itinerary to Greece, which delivers a pre-packed yet deeply personalized experience. The 12-day journey, offered in May and September 2025, takes travelers through hidden gems in Athens, Delos, and Crete.
“Our travelers have told us that they love off-the-beaten-path, immersive experiences,” explains Binstadt. “And our new Unexplored Greece group trip has been crafted with just these experiences in mind. Rather than do what other tourists are doing, we take our travelers truffle-hunting and honey-harvesting in the Peloponnesus, olive oil tasting at a family-run estate in Crete, and island-exploring on a private yacht.”
The ‘phenomena’ list
With the success of the 2024 total solar eclipse drawing mass travel along the path of totality, natural phenomena are set to dominate travel trends in 2025, predicts Geographic Expeditions.
For instance, Expedia and Vrbo predict increasing interest in rare, awe-inspiring natural events that offer travelers a sense of wonder and connection to the planet.
From the synchronous firefly season in the Great Smoky Mountains to the bioluminescent plankton in Vero Beach and starling murmurations in Somerset, travelers are prioritizing destinations that showcase Earth’s most captivating natural spectacles.
Geographic Expeditions is tapping into this trend with its exclusive Egypt 2027 Eclipse trip, launching in January 2025.
The small-group journey includes a prime viewing location for the eclipse, paired with Egypt’s ancient wonders for an unforgettable celestial experience. Similarly, GeoEx’s “Iceland — Land of Awe” custom itinerary immerses travelers in Iceland’s stunning landscapes, featuring volcanoes, glaciers, hot springs, and the Northern Lights during peak viewing seasons, delivering both adventure and natural marvels.
LAUREN GUMPORT, VICE PRESIDENT OF COMMUNICATIONS & BRAND, FAYE TRAVEL INSURANCE
Luxury adventure travel to remote destinations
In 2025, luxury adventure travel is expected to soar as travelers increasingly seek once-in-a-lifetime experiences in remote, exotic locations.
Faye Travel Insurance’s latest data highlights Africa as a top region for these high-cost trips, with destinations like Rwanda ($18,417), Botswana ($15,619), and Seychelles ($15,775) topping the list.
“This trend is driven by a growing desire among travelers to disconnect, explore untouched landscapes, and immerse themselves in unique cultural and wildlife experiences,” says Gumport. “Luxury safaris, private island stays, and trips to destinations like Antarctica and the Falkland Islands reflect this demand, but these adventures come with significant costs due to the remote nature of these locations and the exclusivity of the travel experiences.”
European immersion travel
While luxury destinations dominate the big-budget trips, Europe remains the preferred choice for the majority of travelers heading into 2025.
Faye’s data shows that 75% of American travelers are planning trips to Europe, spending an average of $5,832 per person.
“Destinations like Italy, France, and Greece continue to lead the way, fueled by an appetite for cultural immersion, food tourism, and iconic landmarks,” says Gumport. “With Europe offering a wide range of accessible travel experiences — from affordable local stays to high-end luxury — this trend underscores travelers’ desire for meaningful, multi-sensory vacations that balance cost and value.”
“Set-jetting” and pop culture tourism
Yes, it seems “set-jetting” will continue into 2025. In fact, this pop culture-inspired travel is expected to grow, particularly among millennials and Gen Z travelers.
According to Faye’s survey, 12% of travelers are choosing destinations based on their favorite TV shows and movies, with locations tied to “Jurassic Park” (Hawaii), “Avatar” (Hawaii), and “Game of Thrones” (Northern Ireland and Iceland) topping wish lists.
“Younger travelers are increasingly turning their screens into travel inspiration, spending an average of $2,357 to visit these iconic filming locations,” says Gumport. “This trend combines fandom with adventure, offering travelers the chance to step into their favorite on-screen worlds while boosting tourism in these regions.”
JESSICA BLOTTER, CEO & CO-FOUNDER, KIND TRAVELER
Slow travel that nurtures both individual and planetary well-being
Slow travel, which encompasses and addresses both mental and emotional well-being as well as the well-being of the planet, is emerging as one of 2025’s defining trends, says Blotter.
“Travelers are increasingly shifting away from rushed itineraries and fast-paced tourism, opting for deeper, more intentional experiences prioritizing personal restoration and environmental care,” Blotter explains. “This approach encourages extended stays, mindful engagement with local cultures, and lower-impact travel methods, such as train journeys and eco-friendly accommodations.”
The trend reflects a growing desire — especially among Gen Z and millennial travelers — to connect with destinations that foster balance, mental wellness, and sustainability.
Post-pandemic priorities, coupled with rising climate awareness, have positioned slow travel as a path to nurture both personal fulfillment and the planet’s health, continues Blotter.
“Platforms promoting sustainable practices, support of local community and environmental projects, local immersion, and wellness-driven itineraries further enable this trend, offering travelers opportunities to leave a positive legacy while enhancing their own well-being,” says Blotter.
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