The tourism sector evolves every year, adapting to the needs of increasingly aware, technological and environmentally conscious travellers: here are the 7 travel trends of 2025
Every year, the world of travel undergoes profound transformations, following new trends and adapting to changes in society, technology and the environment. 2025 is no exception: new habits, innovations and increased awareness on the part of travellers are reshaping the global tourism sector.
Euronews’ Travel Trend Report highlights that seven key trends are set to shape the future of travel, transforming the way we explore the world with more personalized, sustainable, and technologically advanced experiences. As we look ahead to the coming year, let’s delve into these emerging dynamics and uncover the top 7 travel trends poised to dominate the industry in 2025.
The destinations dupes
Travellers increasingly prefer “dupe” destinations, lesser-known alternatives to overcrowded destinations. These places offer authentic and immersive experiences, avoiding the chaos and cost of more famous locations.
Duped destinations are an excellent way to counteract over-tourism, allowing travellers to explore little-known destinations, often even aboard unusual vehicles than usual, such as campers.
But what does it mean, concretely, to opt for alternative destinations? It means discovering cities like Girona, which offers the charm of Catalonia without the hustle and bustle of Barcelona or immersing yourself in the vibrant culture of Galway rather than choosing the busier Dublin. Or it means venturing all the way to Perth to take in its spectacular views, avoiding the crowds of Sydney.
This trend is not limited to urban destinations: many travellers, in fact, are also exploring rural regions, natural parks, and lesser-known historic villages, discovering places that embody the territory’s authenticity and unspoiled beauty.
Trips with a focus on “Cinema”
The phenomenon of “screen tourism”, also known as film tourism, has been experiencing a real boom for some time now, attracting an increasing number of travellers eager to immerse themselves in the places made iconic by films and TV series. This phenomenon goes beyond simple tourism: it is not just about visiting a location, but about reliving the emotions of your favourite scenes and immersing yourself in a familiar narrative.
Popular destinations include places like Dubrovnik, which featured King’s Landing in Game of Thrones, or New Zealand, which became famous as Middle earth in The Lord of the Rings. These locations not only offer breathtaking scenery, but also allow you to turn your trip into an authentic cinematic experience, thanks to guided tours, reconstructed sets, and interactive activities related to productions.
The phenomenon feeds the tourism, cultural, and economic sectors of the destinations involved, often with significant repercussions on the territory. In addition, fans’ emotional involvement makes these destinations unique, creating a special bond between travellers and the places visited.
Digital routes, AI in focus
Thanks to artificial intelligence, 2025 marks a revolution in trip planning. Advanced technologies, such as virtual assistants, offer unparalleled support and can respond to every need in real-time.
Through data analysis, these assistants can suggest the destinations most similar to personal tastes and the best times to avoid crowds or make the most of each activity. In addition, personalised itineraries, created ad hoc thanks to AI, allow you to optimise time and resources, ensuring smoother and more effective experiences. In this way, travel planning is no longer a complex and time-consuming process but a streamlined and tailor-made procedure.
Coolcations: hot? No thanks
With climate change underway, more and more travellers are looking for cooler retreats and destinations that are less prone to extreme temperatures. The increase in heat waves and extreme weather phenomena has prompted many to reconsider their travel choices, opting for places with a more temperate climate and greater environmental sustainability.
Coolcations, a term gaining popularity, refers to destinations that promise freshness and serenity. These locations are ideal for those who want to escape the scorching heat and enjoy a refreshing vacation. They offer unspoiled natural landscapes, where nature is still the protagonist, and allow you to experience outdoor adventures, such as hiking in the mountains, trekking in the woods, or cycling in cool and green areas.
Coolcations not only guarantee a break from the heat but also represent an opportunity to rediscover contact with nature while promoting more responsible and conscious tourism, which seeks to reduce the environmental impact and enhance the beauty of lesser-known places.
“Socially engaged” travel
Tourism is increasingly turning into a tool for positive change, a means through which travellers not only explore the world but actively contribute to the sustainability and well-being of the destinations they visit.
Today, more and more people are aware of the importance of travelling responsibly and want to make choices that leave a lasting impact on local communities and the protection of ecosystems. Tourists no longer limit themselves to consuming but seek to participate in experiences that enrich the local culture, support sustainable economic activities, and contribute to preserving traditions. For this reason, ideal destinations are those of the poorest countries, where even today, every help and support is truly indispensable.
Rediscover the pleasure of the train
The train is making a comeback as one of the most sustainable and efficient travel options, thanks to the growing awareness of environmental issues and the desire to reduce the impact of the most polluting modes of transport.
Not only is train travel an eco-friendly choice, but it also offers several benefits that make it particularly attractive to modern travellers. Thanks to scenic routes, you can enjoy spectacular views that are difficult to appreciate from other means of transport. The landscapes that slowly flow before your eyes during the train journey, whether mountains, lakes or green fields, contribute to creating a unique visual and sensory experience, making the journey an integral part of the destination.
In addition, modern trains offer comfort and services that make the journey enjoyable. With ample seats, workspaces, onboard dining and Wi-Fi connections, travellers can enjoy the convenience of relaxing or being productive on the way. This type of transport aligns perfectly with the philosophy of slow travel. This concept encourages travellers to take the time to truly immerse themselves in the experiences without the rush or stress typical of fast travel such as flying.
Astronomical tourism
Astrotourism is winning over a growing number of stars and night skies fans, who, therefore, have the opportunity to live a unique experience that allows them to connect with the universe directly and extraordinarily. This type of tourism focuses on low-light pollution destinations, where the night sky is presented in all its magnificence, devoid of artificial lights that obscure the view of celestial bodies. Star parks and dark sky reserves are increasingly popular, offering protected spaces where astronomy lovers can admire constellations, visible planets, and meteors without the interference of modern civilisation.
2024 and 2025 will see a peak in the intensification of the Northern Lights, a natural phenomenon attracting increasing numbers of tourists to regions such as Scandinavia, Canada and Alaska. Northern Lights, with its dances of vibrant colours that light up the night sky, have become one of the most coveted shows for those looking for extraordinary and unique experiences.
In addition to these extraordinary events, astrotourism also offers the opportunity to observe the sky with advanced telescopes in specialised facilities, participate in guided night observations, and learn from top astronomy experts who explain celestial phenomena and the wonders of the universe.