Travel trends for DMOs in 2025

The travel industry is on the brink of a transformative era, driven by changing consumer preferences, technological advancements, and a growing consciousness around sustainability. Travelers are no longer content with just visiting new places; they seek unique experiences that resonate on a personal level. From exploring hidden gems to immersing in culture-rich destinations, the expectations for a memorable journey have never been higher.

For destination marketers, understanding and leveraging emerging travel trends is crucial to capturing the attention of modern travelers. We’ve laid out a few key themes that are shaping travel in 2025, with tips for how you can strategically position your destination to make the most of these opportunities.

1. The rise of unique and unforgettable experiences

Trend overview

From the jaw-dropping solar eclipse to the record-smashing Eras Tour, 2024 was a year for once-in-a-lifetime experiences that attracted travelers from near and far. And it looks like there will be no slowing down in 2025.

Travelers are increasingly on the hunt for extraordinary accommodations and activities. According to the latest trend reports, the new year will continue to bring a robust demand for hidden gems and off-the-grid destinations that travelers have never experienced before.

Destinations can expect a rise in visitors seeking one-of-a-kind vacations offering thrilling, unique adventures. The 2025 Hilton Trends Report found that 1 in 4 travelers plan to find unique experiences, particularly outdoors. The report also found that 74% of travelers want recommendations from locals when traveling.

Tips for destination marketers

As a marketer, you can tap into this trend by highlighting local secrets and unique experiences within your destination in your content and campaigns.

One tactic that shouldn’t be overlooked—destinations should consider tapping into locals, a group seen by travelers as the definitive source for authentic recommendations on a destination. Look into how you can leverage residents and local content creators for blog posts, short-form videos, user-generated content, and more.

In the end, it’s all about crafting compelling stories that showcase the individuality and charm of your destination, making it stand out as a must-visit destination in 2025.

Read more: Find out more about leveraging user-generated content for your destination

2. A focus on sustainability and responsible tourism

Trend overview

Eco-tourism has been on the rise for years, but sustainability is particularly top-of-mind for today’s travelers. Skift’s latest State of Travel report found that 43% of consumers choose travel businesses that prioritize environmentally sustainable business practices.

In 2025, destination marketers can expect the call for sustainable practices and eco-friendly stays to be louder than ever, with travelers becoming increasingly mindful about reducing their carbon footprint and supporting local communities.

As travelers become more aware of the environmental impact of commercial airline flights, more will opt to go flight-free in their 2025 travels — in fact, National Geographic named air travel alternatives as one of the year’s top travel trends. Expect to see increased interest in road trips, train travel, bike trips, and other more sustainable methods of getting around.

Tips for destination marketers

Find ways to promote any sustainable initiatives or eco-friendly accommodations your destination offers. DMOs can also partner with local businesses that share sustainability values to enhance your destination’s appeal and draw in environmentally conscious visitors.

As mindful travelers forgo long-distance flights, destinations should look for ways to connect with audiences closer to home. Campaigns targeting potential regional travelers will be important moving into the new year.

Finally, consider positioning your destination as an alternative to nearby hot spots. Travelers are all too aware of the negative impacts of overtourism, both on the environment and on their trip. They’ll be all too eager to take a detour to a lesser known destination to beat the crowds and try something new.

3. An increase in traveler types and preferences

Trend overview

Today’s travelers are more diverse than ever before, both in demographics and interest areas. Many top trend reports note the rise in new traveler personas. For example, the Hilton study identifies the following emerging traveler types:

Gen Alpha: Kids 14 and younger influencing their parent’s travel decisions.
MeMooners: solo leisure travelers who love vacationing alone or with their pets.
Frolleagues: colleagues who happen to be friends, often traveling for off-site meetings and team building.
Luxury: after a pandemic-era dip, high-end travel is back, especially among older travelers.

No matter what type of group you’re trying to reach, it’s important to keep in mind that each traveler type has unique demands and expectations.

Tips for destination marketers

Developing segmented campaigns targeting these specific traveler types will be key for savvy marketers. To complement these efforts, persona-based content that speaks directly to your specific audience is a meaningful way to connect with these groups and drive travel interest.

DMOs can also utilize analytics to understand and anticipate traveler preferences and personalize their offerings to cater to these varied groups effectively.

Read more: See how we used behavior and contextual signals to target key audiences for Choose Chicago.

4. Bring on the nostalgia and slow travel

Trend overview

Mirroring some of the trends we’re seeing in pop culture, an increased interest in nostalgia-driven travel and slow travel experiences is gaining traction.

What is slow travel? This emerging trend is all about deep cultural immersion and meaningful experiences. Instead of racing from place to place, slow travelers focus on building connections, avoiding overcrowded hotspots, and taking a more leisurely approach to travel.

For some, slow travel might involve tapping into old memories and reliving cherished time periods. A new wave of nostalgia travel is driving travelers to recreate previous trips (like revisiting a honeymoon destination) and seek out vintage or retro experiences (like luxury train travel).

For instance, the Hilton report found that 58% of global travelers revisit childhood destinations. And one UK-based survey found that 90% of British travelers have taken their kids to the same places they went when they were younger.

Another common aspect of slow travel is about connecting with your roots. That means travel as a means to discover or explore your own cultural heritage or spend significant time with family.

Tips for destination marketers

To make the most of the slow travel trend, DMOs should also cultivate messaging that encourages travelers to explore at a relaxed pace and offer itineraries that focus on more mindful and immersive experiences.

Since nostalgia travel often involves revisiting beloved destinations, previous visitors will be a key audience. Keep an eye out for ways to reconnect with this group, kickstart the nostalgia, and encourage repeat visitation.

Finally, highlight historical and cultural aspects of destinations to attract culture and nostalgia-seeking tourists.

5. AI is changing the way travelers connect with destinations

Trend overview

AI continues to revolutionize travel and tourism by transforming DMO workflows and how travelers are planning trips.

For travelers, AI simplifies planning. Platforms like Google Travel and Expedia use AI to recommend personalized itineraries, while platforms like ChatGPT provide travel advice and even language translation.

For DMOs, AI tools like recommendation engines and predictive analytics streamline customer engagement and improve campaign efficiency and personalization.

The latest Skift report estimates that Generative AI is a $30 billion opportunity for the travel industry. GenAI is an excellent way for DMOs to enhance creativity by producing tailored itineraries, interactive content, and virtual tours, as seen with VisitScotland’s immersive ScotlandVR app.

AI’s potential is clear—the ability to boost destination appeal and maximize economic benefits by creating stronger connections between destinations and visitors.

Tips for destination marketers

To stay competitive, DMOs should embrace AI strategically. Start by establishing a data infrastructure—use a customer data platform (CDP), like Treasure Data, Twilio Segment, or Lytics, to organize and analyze insights from traveler interactions on websites, booking platforms, and social media. Then leverage generative AI to craft more personalized campaigns, such as custom itineraries and niche-targeted content.

DMOs will also need to adapt their SEO strategies for GenAI-enhanced search engines, ensuring their content is discoverable, contextually relevant, and aligned with conversational search trends.

Read more: Understand generative search optimization and how to optimize for AI search results.

Explore AI-enhanced virtual and augmented reality to offer immersive experiences that attract visitors and highlight your hidden gems. DMOs should also consider upskilling their teams with AI training. Learn more about getting started with 5 things that all DMOs need to understand about AI.

Want to know more?

Check out the Envisionit blog to keep up to date on top travel trends that destination marketers need to know, or contact us to schedule a deeper conversation about the challenges you’re currently navigating.