Are you looking for a new possible trend to start to cater for, and become one of the powerhouses in providing tourism services to this audience? Well, you’re on the right article.
This isn’t an article to over all niche interests, or popular traveller demands, such as for couples, large groups, wellness needs, as we all know these are popular. This article is here to help research new trends, and then back it up with data, to detail whether or not it is a new trend that your tourism company should start to cater and promote to.
Using Data To Uncover Genuine Tourism Trends
Every year, countless articles surface claiming to spotlight the next big tourism trend. While some are backed by credible sources, many rely on buzzwords or marketing hype — combining catchy terms like “baecation” without much substance behind them.
At Smooth Rentals, we take a more grounded approach. We focus on what travellers are actually searching for online, and we back it up with keyword data and relevant studies. Tracking keyword trends is one of the clearest indicators of growing consumer interest — and a strong sign of whether a travel trend is gaining real momentum or not.
In this article, we break down the tourism trends for 2025, highlight sub-trends within each, and explore online demand behind them. The goal? To help you confidently assess whether a trend is worth tailoring your offering toward — or if it’s just noise that won’t move the needle for your business.
Tourism Trends In 2025
1. Noctourism
Noctourism is an emerging trend that appeals to travellers seeking unique and memorable experiences after dark. Whether it’s wandering through illuminated historical sites, attending vibrant night festivals, or exploring nature under the stars, more tourists are discovering the magic of destinations after sunset.
This shift is driven by a desire to avoid daytime crowds, escape rising temperatures, and experience a different, often livelier side of a place that only awakens at night. According to Booking.com, 66% of travellers are now considering holidays that include night-time activities.
As you can see above, ‘noctourism’ interest is still in its early stages, but there are clear signs of growing online interest, with more people beginning to search for this type of tourism.
However, we believe that it will be the specific experiences within Noctourism that attract most searches, some of which are listed below.
Noctourism Highlights and Experiences
Stargazing
Stargazing has become one of the most enchanting night-time travel experiences, especially in regions with low light pollution. Destinations like Snowdonia in Wales and Aoraki Mackenzie in New Zealand are popular astro-tourism hotspots, offering guided tours that reveal constellations, planets, and even the Milky Way in stunning clarity.
Many glamping sites, boutique hotels, and remote lodges are now catering to this growing demand by providing stargazing packages, telescopes in rooms, or transparent-roofed domes designed specifically for watching the night sky.
In the UK alone, over 7,000 monthly searches for terms such as “night time tours,” “dark sky experiences,” and “stargazing experiences” highlight the growing interest in stargazing as a sought-after travel activity.
Ghost Tours
Ghost tours have become a staple of night-time tourism in many historic cities, offering travellers a captivating mix of local legend, theatrical storytelling, and eerie atmosphere.
From the narrow alleyways of York to the haunted closes of Edinburgh and the shadowy streets of London, these after-dark experiences provide a memorable—and often spine-tingling—way to explore a destination’s darker history.
Interest in spooky night-time experiences is strong across the UK. The search term “ghost tours” averages over 42,000 monthly searches, with many searches including well-known locations such as Edinburgh and London, among others.
This highlights widespread demand for haunted experiences in a variety of historic destinations.
Nocturnal Wildlife Safaris
Wildlife reserves in South Africa, Costa Rica, and Australia offer guided night safaris that reveal nocturnal animals and sounds not seen or heard during the day.
A search for terms related to “night safaris” and “nocturnal safaris” across locations such as Dubai, Bali, Singapore, the UK, and more totals over 21,000 monthly searches. This clearly indicates a strong demand for night safari experiences worldwide.
Bioluminescent Beaches
Walking along a glowing shoreline at night is one of the most magical nocturnal experiences available to travellers. In certain coastal destinations, microscopic organisms in the water emit a natural blue or green light when disturbed — a phenomenon known as bioluminescence.
Popular locations include Mosquito Bay in Puerto Rico, the Maldives, and parts of Cornwall in the UK during specific times of the year. Some tour operators now offer night kayaking or paddleboarding experiences, allowing visitors to fully immerse themselves in this surreal, glowing environment.
Interest in bioluminescent beaches is evident, with search queries related to this phenomenon reaching around 12,000 per month, reflecting a growing fascination with these unique natural wonders.
Final Thoughts on This Trend
There’s consistently strong demand for various noctourism activities, from ghost tours to stargazing. Many travellers are drawn to the unique perspectives and experiences that nighttime exploration offers compared to typical daytime activities.
If you’re considering tapping into this trend, start by researching what’s popular in your area and connecting with other local providers. Offering noctourism experiences could set your business apart, especially if you get involved early. It’s definitely a trend worth keeping an eye on.
2. Calmcation / Slow Travel
The term calmcation might sound like a trendy buzzword — and to be honest, it is. Most travellers aren’t searching for “calmcation” specifically. However, the concept behind it aligns closely with slow travel and wellness tourism — both of which are well-established and growing rapidly, as you can see by the increase in demand in the below table.
Slow travel focuses on relaxation, emotional recharge, and mindful moments, rather than packing itineraries full of sightseeing and activities. It’s about experiencing destinations at a gentler pace — staying longer, connecting with nature, and avoiding burnout.
Wellness tourism, under which this trend firmly sits, is projected to reach $9 trillion by 2028 — a clear sign that consumer interest in restorative travel is here to stay. While people may not use the word calmcation, they’re definitely searching for retreats, mindfulness escapes, digital detox breaks, and relaxing getaways.
In a society increasingly overwhelmed by work, tech, and constant noise, the demand for slow, intentional travel is only set to grow. Tourism businesses would be wise to explore how they can cater to this desire for calmer, wellness-driven holidays.
Example ‘Calmcation / Slow Travel’ Demand
Digital Detox
With over 1 in 3 social media users believing they’re addicted to these platforms, and more than 50% of people feeling addicted to their phones in general, it’s no surprise that digital detox holidays are gaining traction.
Studies have linked excessive tech use — particularly social media — with increased feelings of anxiety, depression, and burnout. As a result, many travellers are actively seeking experiences that help them disconnect from the digital world and reconnect with themselves.
Whether it’s a remote log cabin with no Wi-Fi, a retreat that locks away your phone, or simply an itinerary designed around offline activities, digital detox travel is becoming a popular way to escape the pressures of modern life.
Holistic Healing Retreats
Blending wellness, spirituality, and nature, holistic healing retreats are becoming an increasingly popular choice for travellers seeking a deeper reset. These retreats typically combine practices like yoga, meditation, sound therapy, breathwork, and nutritional guidance to support both mental and physical wellbeing.
While search demand is lower compared to broader wellness terms, there are still over 3,000 monthly searches for phrases related to “holistic retreats” — showing consistent and growing interest in these experiences.
What was once considered niche is now far more mainstream and accessible. From rural hideaways in Somerset to sun-drenched sanctuaries in Portugal and the Balearics, travellers have more options than ever to immerse themselves in truly restorative environments.
As more people seek not just relaxation, but purposeful rest and reconnection, these retreats offer a meaningful alternative to the standard spa weekend — one that appeals to a wellness-focused audience looking for depth, healing, and lasting impact.
Psilocybin Retreats
Yes, we’re including this one — even though it’s not for everyone and isn’t legal in most countries. That said, it’s very much a part of the growing interest in alternative wellness and transformational travel — two trends gaining serious traction among experience-seeking travellers.
Part of the emerging field of psychedelic wellness tourism, psilocybin retreats offer guided experiences using the active compound in “magic mushrooms” to support deep emotional and psychological healing. These retreats, typically held in countries where psilocybin is legal — such as the Netherlands — are intentionally structured to provide a safe, supportive environment. The goal is to help guests connect with their “inner healer,” often leading to powerful personal insights and emotional breakthroughs.
Facilitators of these retreats believe in the compound’s ability to unlock transformative processes, and many participants report outcomes that are nothing short of life-changing.
With over 3,000 monthly searches related to psychedelic retreats and psilocybin therapy, it’s clear that psychedelic tourism has a committed and growing following.
It’s worth keeping an eye on legislation in your own country — as conversations around both psilocybin and marijuana evolve, we could see more destinations entering this emerging travel niche.
Final Thoughts on This Trend
This is a growing opportunity that tourism businesses should seriously consider. Imagine you own a holiday rental—not necessarily dedicated solely to digital detox—but you offer guests the option to lock away their phones in a secure box during their stay. Alongside that, you provide thoughtful amenities and resources designed to help them reset their relationship with technology.
This kind of experience appeals to professionals seeking a break, parents wanting quality time with their children away from screens, and many others looking for meaningful rest. Offering this could become a key factor that sets your service apart and influences travellers’ decisions.
3. Sustainable Travel
By 2025, sustainability has shifted from a niche concern to a key priority for travellers. With growing awareness of climate change and tourism’s environmental impact, many people now actively seek ways to travel more responsibly.
Sustainable travel goes beyond carbon offsetting. It involves choosing low-impact transportation, supporting local communities, staying in eco-friendly accommodations, and preserving natural and cultural heritage.
From rail journeys and refillable water stations to locally owned lodgings and plastic-free initiatives, the demand for greener options is reshaping the travel industry.
As shown below, search interest in ‘sustainable travel’ has steadily increased over the past five years, reflecting this growing priority among travellers.
Example Sustainable Travel demand
Eco Hotels, Resorts & Lodges
More travellers are seeking out eco-conscious places to stay — whether it’s a countryside B&B with solar panels, a coastal lodge offering locally sourced breakfasts, or a city boutique hotel that uses plastic-free amenities and refillable toiletries. The trend isn’t limited to far-flung destinations; it’s happening in towns, villages, and cities around the world.
Search demand backs this up: researching terms relevant to “eco hotel” brings in over 17,000 searches a month. Travellers want greener choices, and accommodation plays a major role in that decision-making.
Guests today are increasingly aware of environmental issues and want to support places that reflect their values. It doesn’t need to be all-or-nothing — even small touches like recycling stations, low-energy lighting, or encouraging public transport use can make a difference and add marketing value.
Importantly, guests can usually tell when sustainability is genuinely part of the ethos — and when it’s just a green label slapped on for show. Those who communicate their efforts clearly and honestly tend to earn trust and repeat bookings.
Eco Travelling
Travellers are increasingly considering the environmental impact of their journeys. Many now prefer trains, electric vehicles, cycling, or even walking over flying or driving petrol cars.
Search interest in “eco travelling” is steadily increasing, reflecting a growing demand for sustainable transport options.
Tourism businesses can tap into this trend by offering electric vehicle charging stations, bike rentals, or clear information about public transport and low-impact travel routes. Encouraging guests to use greener ways to explore the area not only supports sustainability but also enhances your appeal as an eco-conscious provider.
Small changes, like promoting nearby walking paths or partnering with local green transport services, can make a big difference.
Final Thoughts on This Trend
This is a trend that’s here to stay and will only grow as more travellers prioritise eco-friendly choices.
Sustainability has moved beyond being a niche concern to a core expectation for many guests. This shift influences not only where people choose to stay but also how they travel.
Tourism businesses that adopt genuine green practices—such as reducing waste, conserving energy, supporting local communities, and offering eco-friendly experiences—will stand out in a crowded market.
Embracing sustainability helps protect the environment while also building trust and loyalty with increasingly conscious travellers.
By investing in eco-friendly initiatives now, your business can position itself for long-term success as sustainable travel continues to expand worldwide.
4. Experience-Led Breaks
In 2025, travel is less about where you go — and more about what you do when you get there. More people are booking short breaks around specific events and experiences, whether it’s a music festival, street food market, cultural pop-up or night-time art exhibition.
According to VisitBritain, there’s been a year-on-year increase in 1–3 night trips focused on organised public events and cultural activities. These breaks are especially popular with younger travellers, who often travel by public transport and prioritise food, nightlife, and local culture over traditional sightseeing.
While it’s difficult to track every event-related travel trend due to the sheer variety of pop-ups and seasonal happenings, music tourism alone gives us a strong indicator:
In 2023, 19.2 million people in the UK travelled to attend live music events — a 33% increase from 2022 (14.4 million).
Our advice? Look at what’s happening locally each year — from festivals to food weekends — and see if your accommodation or business can support or align with that audience. Understanding who attends and what they’re looking for is key to making the most of this growing trend.
5. VFR Special Events
Visiting friends and relatives (VFR) remains one of the largest reasons people travel, and in 2025, many trips are centred around special events such as weddings, anniversaries, and cultural festivals. This blend of personal connection and event attendance is shaping a significant travel trend.
In Great Britain, over 38% of overnight trips between January and June 2023 were for visiting friends and family, making VFR the most common reason for domestic travel. Globally, VFR travel is expected to grow at a 17% compound annual rate through 2025, even outpacing general leisure travel growth.
Since the pandemic, VFR trips have surged as people prioritise reconnecting with loved ones. In the UK alone, there were 3.5 million VFR visits in 2021, surpassing holiday visits for the first time. Many of these trips coincide with special events, combining meaningful social occasions with leisure.
For tourism businesses, understanding the VFR special events market offers valuable opportunities. Catering to groups attending family gatherings, partnering with local event organisers, and promoting nearby attractions can help tap into this loyal and expanding segment of travellers focused on purposeful and memorable experiences.
Why Discovering New Tourism Trends Is Important
In travel, staying ahead means more than offering the usual experiences. Spotting new tourism trends lets you anticipate what travellers want before it becomes mainstream. This helps you tailor your services and marketing to capture fresh demand and new audiences.
Understanding trends keeps you competitive by positioning your business as a leader, not a follower. It also boosts bookings by aligning your offerings with what travellers are actively searching for.
Focusing on special interest tourism—targeting travellers with specific passions—can deliver higher enquiry rates, better conversions, and stronger returns than broad, generic campaigns.
Additionally, trends help you create experiences that truly resonate with guests, building loyalty and encouraging repeat visits. They also enable quick adaptation to shifts in technology, social attitudes, and the market.
In short, embracing new tourism trends and niche markets is essential to future-proof your business and succeed in a competitive industry.
