Global Travel Trends For 2025: A Year of Transformation and Sustainability in Tourism  

New report from Lemongrass reveals the top trends in global travel for 2025 

• Significant shifts in traveller behaviour and industry practices highlight the need and desire to travel more intentionally, responsibly, and sustainably 
• Frontier Tourism, Grounding Getaways, Micro and Macro Travel Growth, Tofu Tourism and Sustainability as a Risk Manager feature as key trends in travel in the coming year  

September 18, 2024: As we look ahead to 2025, the global travel and tourism industry is witnessing significant shifts in traveller behaviour and industry practices. 

The Annual Travel Trend Report 2025 from Lemongrass, a B Corp-certified PR and content agency for travel brands reveals a profound evolution in how people are exploring the world. The report features commentary from a host of travel media experts and insight from leading industry changemakers.  

From the backlash against over-tourism to the rise of Frontier Travel and the ‘Tofu Tourism’ movement, the travel trends identified by Lemongrass not only reflect current societal shifts but also a glimpse into the future of travel.

The report concludes with certainty that travel is always changing, and it is inherently intertwined with societal-level issues and movements. 

Tara Schwenk, Senior Director of Digital Strategy at Lemongrass said: “Our 2025 Travel Trends report paints a picture of an industry in transition, where sustainability, ethical considerations, and a desire for authentic experiences are at the forefront of traveller’s minds.

"As the global tourism landscape continues to evolve, it’s clear that these trends are not just fleeting fads but indicative of a broader shift towards more responsible and intentional travel.

Positively, the travel industry is increasingly responding with action, which is crucial in shaping the future of global tourism, ensuring that it remains a force for good in the years to come.” 

Here are the travel trends that will shape 2025... 

1. Go Home, Tourists! Destinations Respond to the Fallout of Poorly Planned Tourism  

2: Going Where No One Has Gone Before  

3: Epic Overland Train Expeditions  

4: Transformational Holidays, But Make Them Ethical  

5: The Ongoing Luxury + Sustainability Struggle  

 6: Cool-Cationing’s Ripple Effects Redefine Seasonality  

7: Fan Fares Ignite Event Tourism  

8: Grounding Getaways: The Movement That Earths People  

9: Sustainability: The Ultimate Risk Manager  

10: Data and Divination: Bridging Tech Medicine and Traditional Healing  

11: Agritourism Grows Up as Travellers Go Back – and Give Back – To the Land 

13: Travel Choices Reflect Lifestyle Realities - Micro and Macro Travel 

14: Destination Dupes  

15: Tofu Tourism  

16: Repurposing City Design  

17: Neurodiverse Travel  

The Lemongrass Travel Trend Report 2025 can be accessed here

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For further information please contact: 

Jo McConnell at Lemongrass: jo@lemongrassmarketing.com 

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Editors notes

About Lemongrass 

Lemongrass is an award-winning PR & Content agency for travel brands with impact and purpose, in the world’s most beautiful destinations. We are a certified B Corp and have been recognised as a Sunday Times Best Places to Work Company 2023. 

Lemongrass was formed 17 years ago as a bolder, brighter and better solution to travel PR. We are sector specialists in travel and wellness and develop travel PR strategies based on data insights.

Clients include tourist boards, tour operators, hotels and wellness retreats. 

We care about making travel meaningful and we thrive on working with clients who share this belief with expertise, understanding and innovation. Together, we create strategies that support them now and – most importantly – into their future. 

www.lemongrassmarketing.com