The Evolving Landscape of Travel: Embracing Spirituality, Slow Journeys, and Local Experiences

This is an ultimate ‘pulse check’ on where travelers are now and identifying the factors that will drive future preferences, particularly in experiential travel, where 14 trends have emerged globally. Scott Wegener, Head of Asia Pacific at Tripadvisor, shared five key trends relevant for South Asian travelers during the ITB India 2025 opening keynote.

1. Written in the Stars: Spiritual Travel

Spiritual experiences are now influencing travel decisions as individuals seek community and purpose. Activities like tarot readings and horoscopes are no longer confined to the home; they now shape travel around destinations merging spirituality with wellness, prompting curiosity about the seen and unseen.

Examples include the Standard Hotel in London offering zodiac retreats and the Maldives’ Standard Hotel providing holistic treatments like sound healing and meditation. Additionally, places like Stonehenge now feature astrologer-led tours.

2. Water Culturalism

Water is evolving from merely a recreational spot to a multifaceted social experience. Ancient bathing rituals have transformed into modern social hangouts for younger generations, particularly in South Korea and China, where bathhouses now offer karaoke and gaming along with traditional water therapies.

Traditional activities, such as scuba diving, are being redefined into conservation missions, allowing travelers to contribute to coral planting and marine projects.

3. Slow Going

Eco-conscious travelers are actively embracing longer journeys to savor experiences rather than rush through them. Scenic trains in Sri Lanka and bicycle tours in Vietnam exemplify a shift towards appreciating the journey itself, emphasizing cultural connections and meaningful interactions over quick trips.

4. Investigative Eating

Cooking and sourcing transparency is now piquing interest, with travelers eager to engage with their food’s origins. This trend emphasizes immersive culinary experiences, such as farm tours that allow visitors to participate in traditional farming practices leading to meals at local restaurants.

5. Nano Neighborhoods

Travelers are opting for profound explorations of specific locales rather than overwhelming itineraries. This trend focuses on authentic experiences within neighborhoods that foster local culture, crafts, and culinary heritage.

In conclusion, industry leaders are encouraged to adapt to these shifts, guiding travelers to find meaning and authenticity in their experiences and ensuring sustainable growth in this dynamic landscape.