Travel Industry Trends to Watch in 2025

As the travel landscape continues to evolve, keeping a pulse on the current trends is vital for tour operators, tourism boards, and travel businesses looking to stay competitive. During the ABA 2025 Marketplace event in Philadelphia, industry leaders shared their insights into where the travel industry is headed. Many of these trends have evolved and built off of each other in recent years, and continue to shape the future of the travel industry. From the rise of nature-based experiences to cutting-edge AI technologies enhancing tours, here’s a deep dive into some of these key trends.

1. The Rise of Nature-Based Travel 

Jennifer Tremblay Moore from The Wild Center highlighted the growing demand for nature-focused experiences. Travelers are increasingly seeking to reconnect with the outdoors, especially after periods of global disruption. Destinations are stepping up to meet this demand by offering immersive and accessible outdoor activities. At The Wild Center, for example, visitors can explore miles of trails, encounter live animals, and connect with nature in imaginative ways (including a giant rope spider web for kids!).  

This trend reflects a greater shift in consumer priorities—people value not just travel experiences around nature and the outdoors, but opportunities to decompress, reset, and find peace in the natural world. 

Actionable Takeaway: 

Destinations should invest in outdoor experiences that cater to diverse groups, ensuring accessibility for both young families and senior travelers alike. Highlighting sustainability and conservation efforts appeal to eco-conscious travelers. Experiences focused on wellness or slowing down are big in this space, too.

2. Hidden Gems and Off-the-Beaten-Path Travel 

Jana Kaylor from Eureka Springs shared that hidden gem destinations are increasingly appealing to those seeking relaxation and unique adventures. Travelers continue to move away from high-profile tourist hubs in favor of lesser-known locations offering charming historic settings, natural beauty, and authenticity. Eureka Springs, with its mountain biking trails, lakes, and historic architecture, has a great opportunity with this travel trend. 

This aligns with a broader consumer desire to escape the “hustle and bustle” of daily life and instead enjoy a slower-paced, meaningful escape. 

Actionable Takeaway: 

Tour operators and tourism boards can highlight lesser-known attractions and cultural experiences that present an authentic feel of the destination. Packages offering peaceful getaways or tailored itineraries can resonate strongly with this audience. 

3. Niche and Personalized Itineraries 

Barry Surmon from Westchester County Tourism underscored the industry’s shift toward more personalized and specialized travel experiences. Tour operators are moving away from the traditional “one-size-fits-all” tours and introducing niche products tailored to specific interests, such as culinary adventures, garden tours, or educational programs. 

For instance, multi-regional trips centered around unique interests (e.g., gardening tours or art-focused journeys) are gaining traction, and customization is becoming the norm over standardized group experiences. 

Actionable Takeaway: 

Tour operators should identify niche markets within their audience and develop targeted itineraries designed to captivate these groups. Personalized services, such as tailoring itineraries based on customer preferences, can become a key differentiator in a highly competitive market. 

4. AI and Real-Time Translation Enhancing Travel 

Annette Morejon from Whisper Systems highlighted how groundbreaking AI innovations are transforming group tours. The integration of real-time translation technology now allows tour guides to communicate seamlessly with diverse groups, ensuring inclusive and engaging experiences for international travelers. New developments in Whisper’s headset technology will soon enable AI-driven channel-switching to deal with interference automatically, making tours smoother than ever. 

AI is not only improving communication but also enabling better planning, insights, and efficiency in creating high-quality travel experiences. 

Actionable Takeaway: 

Tourism organizations should explore integrating AI-driven technologies into their offerings, whether for translation services or enhanced tour logistics. Investing in such innovations can create memorable and cutting-edge experiences for travelers. 

5. Exclusive and Immersive Experiences 

Adam Halay from the National Baseball Hall of Fame reiterated that travelers in 2025 are prioritizing exclusive and meaningful experiences over generic ones. To meet this expectation, the museum offers behind-the-scenes tours and private artifact showcases that delight visitors and create lifelong memories. 

Travelers want to feel like their trip offers them access to something truly unique—an experience that connects them deeply with the culture, history, or essence of the destination. 

Actionable Takeaway: 

Tour operators and attractions should look for experiences that offer exclusivity. From private tours to hands-on workshops, providing access to something rare or exclusive can create a lasting impression on travelers. 

Why These Trends Matter 

The travel industry’s evolution reflects a larger shift in consumer behaviors and values. Travelers want personalization, authenticity, sustainability, and meaningful connections from their trips. By paying attention to these trends and adapting to the changing landscape, travel professionals can not only meet but exceed customer expectations. 

The recurring theme across all trends is clear: tailoring experiences to create connections—whether with nature, culture, or people—is key to thriving in 2025 and beyond. 

Learn more in our ABA Roadshow podcast episodes:

• Episode 418: 2025 News from the ABA Marketplace in Philadelphia
• Episode 420: 2025 News from the ABA Marketplace in Philadelphia, Part 2