What are the New Travel Industry Trends for 2025? Adventure, Play Tourism and Coolcations Are On Rise

As the world of travel continues to evolve, the trends shaping 2025 reveal a shift towards immersive, sustainable, and unique experiences. Adventure-focused operators and travel companies are responding to the growing demand for meaningful connections to places and cultures. Here are the key trends poised to redefine the travel landscape in 2025 and beyond.

Play Tourism: The Rise of Experiential Travel

Experiential travel has taken a bold new form as “play” tourism, which encompasses sports, entertainment, and cultural experiences. Driven primarily by Millennials and Gen Z travellers, this trend emphasizes authentic connections with destinations and communities. According to a report, 86% of travellers value engaging in entertainment, sports, and cultural activities, with this figure rising to 90% among younger demographics.

Travel operators like Oku Japan are capitalizing on this trend with culture-specific tours such as Japan’s Culinary Heritage, an 11-day foodie adventure. Hiroshi Kawaguchi, General Manager of Oku Japan, highlights how cuisine offers a window into local life and fosters connections with communities.

This evolution in travel reflects a growing desire for immersive and purposeful experiences that prioritize authenticity and cultural engagement.

Outdoor Economy: Adventure Travel and Active Transportation Booms

The outdoor economy continues to thrive, with adventure tourism projected to reach $2 trillion globally by 2032. Travellers increasingly seek active and health-conscious experiences that combine physical activity with eco-awareness. Hiking, cycling, and cross-border adventures are among the fastest-growing segments.

Scott Abbott of Wilderness Travel reports a 9% rise in first-time travellers booking European hiking trips, with 17% of bookings for 2025 involving cross-border hikes. E-bikes have emerged as a game-changer, democratizing cycling tourism.. Gravel cycling and self-guided tours are also gaining traction, with 15% and 14% growth, respectively.

The appeal of outdoor travel lies in its ability to foster a deep connection with nature while promoting sustainable tourism practices.

Detour Destinations and Coolcations: Escaping Crowds and Heat

Overtourism and climate change are prompting travellers to explore lesser-known destinations, often in cooler climates. Scandinavia, Hokkaidō, and Scotland are rising as preferred alternatives to crowded hotspots. Wilderness Travel’s new Hiking the Heart of Norway tour has already sold out for 2025, while ExperiencePlus! Bicycle Tours’ Cycling Copenhagen to Oslo itinerary is waitlisted.

In Japan, Oku Japan has expanded its offerings in Hokkaidō and launched guided tours along the Michinoku Coastal Trail. Similarly, Scotland’s winter tourism is gaining popularity, offering dark skies, storm-watching, and cozy Highland retreats.

Detour destinations offer travellers an opportunity to experience authentic, crowd-free adventures while supporting sustainable tourism.

Nature’s Greatest Shows: Aurora Borealis, Solar Eclipses, and Bioluminescence

Natural phenomena continue to captivate travellers. With the Sun reaching its maximum phase in the 11-year solar cycle, 2025 promises exceptional opportunities to witness the Aurora Borealis. Cedar Swan, CEO of Adventure Canada, notes that this could be one of the best years in a lifetime to view the Northern Lights.

Solar eclipses are another draw. Wilderness Travel’s planned trips to observe the 2026 and 2027 solar eclipses in Spain and Egypt combine celestial events with cultural exploration. Bioluminescent phenomena, such as glowing waters in Knysna Lagoon, South Africa, are also gaining popularity among adventure travellers.

These awe-inspiring natural spectacles underscore the enduring allure of nature’s wonders in shaping travel experiences.

Culinary Tourism: A Taste of Authenticity

Food continues to play a pivotal role in travel, with culinary tourism flourishing as a means of connecting with local cultures. Guided food tours, cooking classes, and farm-to-table experiences are becoming integral to travel itineraries.

Oku Japan’s culinary tours offer an in-depth exploration of regional traditions and flavors, providing travellers with a richer understanding of Japanese culture. Similarly, European operators are incorporating gastronomy-focused experiences into hiking and cycling trips, emphasizing the intersection of food, culture, and adventure.

Technology and Sustainability: Transforming Travel

Technology is enhancing travel experiences and promoting sustainability. From AI-powered planning tools to eco-friendly transport options, innovation is driving change. E-bikes exemplify this shift, enabling more travellers to engage in active tourism with minimal environmental impact.

Sustainability remains at the forefront of travel trends, with operators prioritizing low-impact activities, renewable energy sources, and local community engagement. Travellers are increasingly seeking responsible tourism options that align with their values.

Looking Ahead: Travel Trends Beyond 2025

The trends shaping 2025 highlight a collective shift towards meaningful, sustainable, and immersive experiences. As travellers continue to prioritize authenticity and connection, the industry is adapting to meet these evolving preferences. Whether through play tourism, outdoor adventures, or detour destinations, the future of travel promises enriching and transformative journeys for all.

In case you missed it:

Read Travel Industry News in 104 different regional language platforms

Get our daily dose of news, by subscribing to our newsletters. Subscribe here.

Watch Travel And Tour World  Interviews here.

Read more Travel News, Daily Travel Alert, and Travel Industry News on Travel And Tour World only.