10 Trends for 2021
2021 marks the beginning of the long-awaited recovery of the tourism sector, following a year of severe restrictions that had a profound impact on the industry worldwide.
Supported by continuous market analysis and regular input from key decision-makers through the IPDT Tourism Barometer, this exercise anticipates traveller behaviours and guides the development of more conscious and effective strategies.
Source: Tourism Trends Magazine ’21
The arrival of the vaccine has brought a new sense of hope and a growing perception of safety. Spring 2021 is expected to mark a more consistent return of international tourists to Portugal.
However, travel this year will still be shaped by new behaviours developed during the pandemic. The way people travel, the criteria for choosing destinations, and tourists’ expectations will, in many cases, differ from what we were used to.
Drawing on national and international studies, as well as the team’s internal reflection, IPDT identifies the 10 key trends that will shape tourism in 2021.
Trend 1.
Safety and hygiene determine the destination
In 2021, health safety and hygiene standards will be at the heart of travellers’ decisions before booking trips, accommodation, or leisure activities.
This behaviour will be one of the lasting legacies of 2020, leading to increased demand for destinations and services that are transparent about their hygiene policies and communicate them clearly and comprehensively.
More than ever, travellers will pay close attention to reviews and feedback from other visitors on digital rating platforms (e.g. TripAdvisor).
Trend 2.
Exploring destinations in smaller groups.
2021 will remain a year of transition. One of the key trends is that tourists will prefer to travel in smaller, more private groups (such as family or close friends) avoiding shared experiences with others outside their circle.
In addition to offering a greater sense of safety for the traveller, this behaviour allows for a more personalised experience or visit, fostering a stronger connection with the service being enjoyed or with the destination being explored.
To enjoy this upgrade, tourists must truly be willing to pay more for the added exclusivity.
Trend 3.
Last-minute bookings are set to increase.
Embora a vacina para a COVID-19 traga mais otimismo e confiança, os turistas ainda vão manter em 2021 a tendência de reservar voos, alojamento e experiências mais próximo das datas da viagem.
Recent studies indicate that the consideration period shortened during 2020 and is expected to remain brief, at least throughout the first half of 2021.
In 2020, the most common booking window for tourism services was just 1 to 2 weeks before the trip. In 2021, this period is expected to increase slightly, though it will still fall short of the pre-pandemic consideration timeframe of 2 to 3 months.
Trend 4.
Travelling while (tele)working.
If 2020 brought us something positive, it was the ability to rethink our presence in the office. Remote work has been validated as a viable solution for a large number of professionals, and companies are adapting their internal dynamics accordingly (for example, Google postponed the return to the office until September 2021, following the success of the remote working experience).
They were already emerging as a major trend, but digital nomads, or full-time travellers as they are increasingly known, are expected to become a defining feature of tourism, not only in 2021 but throughout the coming decade. As more companies adopt remote working models, professionals are gaining the flexibility to manage their workflow while travelling, choosing destinations and services that are equipped to support this lifestyle.
The tourism sector, particularly accommodations, has also been actively responding to these trends, repositioning itself as a viable option for welcoming this new type of tourist. For example, several hotels have been rethinking their spaces to create dedicated co-working areas, adapting to the needs of remote professionals.
Trend 5.
Chasing adrenaline: the rise of the active tourist.
After a year of limited movement, we are all eager to explore and live more fully. In 2021, tourists are expected to seek out more active experiences that allow them to move, unwind, and embrace something new.
Hiking trails, cycling routes in nature, and adventure activities such as rafting, canyoning, and bungee jumping are expected to see increased demand from 2021 tourists, as they offer a greater sense of freedom and adrenaline.
In cities, travellers are expected to favour walking – or outdoor transport options – as a way of exploring. Public transport is likely to be used less frequently by tourists when moving between points of interest and, when chosen, it will tend to be outside local peak hours.
Discover more trends in the Turismo’em Trends Magazine.
Trend 6.
Dream trips are about to come true.
Gratitude for travelling. This is expected to be the most common feeling among travellers in 2021. After a year of restrictions, tourists will see 2021 as the perfect opportunity to fulfil their dream trips, as soon as safety conditions in those destinations are restored.
2020 had the unique effect of making us dream more than ever, and search more than ever. In some destinations, the peak number of searches for the entire 2011–2020 decade was reached during 2020, revealing our collective desire to travel again. 2021 arrives as the time to turn those dreams into reality, no longer postponing some of the journeys on our bucket list.
Trend 7.
Continuing to explore our own country.
In 2020, destinations shifted their focus towards attracting domestic tourism. This change in paradigm made it possible to showcase new places, traditions, and experiences that many tourists had not previously discovered. Interest in exploring one’s own country grew significantly — one clear example being the surge in searches for rural tourism in Portugal, which reached a decade-high in May 2020.
At a national level, the portuguese responded positively to the call made by destinations, boosting domestic tourism and slightly easing the impact of the pandemic on the tourism sector.
In 2021, tourists are expected to maintain their interest in exploring their own country, with a growing tendency to take more domestic trips throughout the year, a highly positive trend in terms of reducing seasonality. Although international travel is set to return, many tourists still feel more confident staying within their home countries, particularly during the first half of the year.
Trend 8.
Travel with a sense of social responsibility.
Tourists are becoming increasingly aware of the impact their travels have on the destinations they visit. Contributing meaningfully to the improvement of local communities’ quality of life, to the appreciation of culture, and to environmental preservation are all factors that travellers will prioritise over the coming decade.
Destinations, hotels, restaurants, tour operators, car rental companies and others that clearly and transparently present their sustainability policies and community engagement practices will hold a competitive advantage in the tourism market in 2021.
Certifications, when granted by recognised entities, will become key tools in helping businesses and destinations stand out in the tourism market, aligning with the needs and expectations of the post-pandemic traveller.
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Trend 9.
Escaping routine: more rural retreats.
Escapes to the countryside will remain one of the key travel trends in 2021. Tourists have shown a strong preference for destinations that offer an experience in harmony with nature, at a slower pace, allowing them to break away from the routines of urban life.
Experiences that allow travellers to disconnect from daily stress — stepping away from emails, social media, and television will be especially welcomed in 2021. In these settings, tourists are more inclined not only to take part in nature-based activities, but also to engage with local traditions and immerse themselves in community life. Families, particularly those with children, will be especially receptive to this type of offering.
Trend 10.
Longer stays at destinations.
In 2021, tourists will feel the need to slow down the pace of their trips and stay longer at each destination, allowing for a deeper and more meaningful exploration.
After months of lockdown, tourists will make the most of their trips by engaging in more local activities, connecting more deeply with communities and their traditions (once the pandemic is under control), and exploring lesser-known areas of each destination, as well as nearby locations.
Fewer trips throughout the year, but with longer durations, will be common in 2021. This trend plays an important role in increasing the positive impact of travel (such as higher spending, greater support for local businesses, and deeper cultural engagement) while also helping to reduce the environmental footprint and mitigate climate change.
Travel Trends
Discover the trends we have identified for recent years
Tourism has been one of the most dynamic and innovative sectors. Year after year, tourists exhibit new travel behaviours, to which tourism operators must adapt.
In line with national and international tourism dynamics, IPDT – Tourism and Consultancy has been publishing its ‘Turismo Em’ Trends Magazine since 2007.
