10 Trends for 2025
The year 2024 will be remembered as a time of renewed strength for tourism, both in Portugal and around the world. But what trends will shape 2025?
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 ’24
In a sector revitalised after the pandemic, with tourism once again taking centre stage in the global economy, events such as the Olympic Games and Euro 2024 have boosted travel flows and destinations. Yet, challenges like geopolitical tensions continue to highlight the need for strategic vision and adaptability.
The trends identified here are the result of active listening and the collective insight of industry experts. They are intended as a strategic guide for all those who believe in tourism as a transformative and sustainable force.
Trend 1.
One size doesn’t fit all: the age of tailor-made travel
Today’s travellers are more discerning than ever, seeking destinations and experiences that closely reflect their motivations, perspectives, and way of life.
This growing awareness of what travellers truly value, combined with their accumulated experience on the road — is shaping a new trend: the demand for an unprecedented level of personalisation and exclusivity.
It’s no longer just about visiting classic destinations like Paris or London, but about uncovering unique experiences within them — ones that go beyond the ordinary and add genuine cultural, emotional, or social value. Highly tailored and individualised planning — almost on a person-to-person level — will become a defining feature of 2025 and the future of tourism. Whether organised independently or with the help of travel agencies and tour operators, this approach allows for journeys that truly reflect each traveller’s expectations and aspirations.
Trend 2.
Culture, yes, but make it authentic: The answer to tourist traps
The concept of “authenticity in tourism” has been around for years, but in the coming ones it’s set to take on new significance — shaping the way we travel, especially when it comes to culturally driven experiences.
However, it is worth emphasising that by 2025, according to the members of the IPDT Tourism Barometer, journeys motivated by culture are set to become a trend — especially after sport characterised the flows in Europe in 2024. What is expected to emerge from 2025 onwards is a search for destinations — and places within them — which tourists consider “authentic”, predominantly in terms of the local lifestyle that gives destinations their identity.
With travellers increasingly alert to so-called “tourist traps” and equipped with data showing where visitor numbers tend to cluster, many are expected to seek out alternatives beyond the usual routes. Lesser-known spots, such as independent art galleries, neighbourhood markets, or areas where authenticity still prevails, are likely to become the new highlights of cultural travel. This shift reflects a changing mindset: tourists are beginning to value cities as places for connection and discovery, far removed from the obvious and the overcrowded.
Trend 3.
Choosing carefully: Safety as a top priority
The global landscape in 2025 is expected to remain affected by ongoing armed conflicts (and even where ceasefires occur, such events will still be perceived by travellers as recent and unstable).
In addition, several major European cities have witnessed demonstrations that have, at times, escalated into episodes of violence.
Both situations are likely to have a significant impact on travellers’ choices, leading them to prioritise destinations perceived as safe, particularly when travelling with family or in small groups. As a result, the perception of safety will become a decisive factor in travel decisions, favouring destinations that are stable and less exposed to conflict or social unrest. Those that manage to communicate their safety conditions clearly and consistently will gain a competitive edge in the global market, offering peace of mind and confidence to an increasingly cautious and aware audience.
Trend 4.
Disconnect to reconnect: nature as the point of balance
A trend that has been steadily gaining ground in recent years, and is set to become even more prominent in 2025, is travel to destinations where nature offers a truly immersive experience.
More than just an escape from everyday life, travellers are increasingly seeking activities that allow them to disconnect from routine, challenge themselves physically, and reconnect with the natural world.
Hiking, climbing, retreats in remote areas, or even something as simple as stargazing are examples of experiences that blend physical effort with emotional renewal. These immersive moments — whether active or contemplative — provide not only emotional balance but also a sense of achievement and fulfilment, meeting the growing demand for travel that both challenges and revitalises.
Trend 5.
Vitamin Sea.
A classic in transformation?
Sun and Sea destinations will remain one of the main pillars of tourism in 2025, but they may face profound transformations in the near future. While beaches and crystal-clear waters will continue to be among travellers’ favourite choices, climate change is reshaping how these destinations are experienced and perceived. Shifting sea temperatures, extreme weather events, and even coastal erosion are pushing destinations to adapt and find new ways to stay competitive.
In the future, these climatic shifts could alter the traditional patterns of sun-and-sea travel, encouraging trips during less predictable months or to new regions altogether. Destinations that invest in risk mitigation strategies, sustainable practices, and environmental management plans will be best positioned to ensure that this travel segment continues to deliver returns, even amid global change.
Discover more trends in the Turismo’em Trends Magazine.
Trend 6.
More travel throughout the year.
A new calendar for tourism
In 2025, international travel is expected to continue growing. However, what may set this year apart is the increasing trend towards spreading travel more evenly across all 12 months. Travellers are showing a greater willingness to explore destinations outside the traditional peak season, taking advantage of quieter periods that are often more affordable.
This behaviour is influenced by several factors, including increased workplace flexibility, the growing demand for less crowded experiences, and the desire to avoid the high prices typically associated with peak seasons. In Portugal, key markets such as the United States, Canada, and Asia have played a significant role in driving this shift. This trend presents a valuable opportunity for destinations to maximise their installed capacity, bringing clear benefits to the local economy.
Trend 7.
There are plenty of recipes
Gastronomy at the heart of the experience.
Just as Vasco Santana famously said in the film Canção de Lisboa — “Chapéus há muitos” (“There are plenty of hats”) — we might say today that “there are plenty of recipes”. But in an increasingly competitive tourism landscape, it is the overall experience that truly sets a destination apart. What was once considered a basic necessity has become a true art form: gastronomy now has the power to attract people, bridge cultures, and create lasting memories. By 2025, food is expected to take on a leading — or at least complementary — role in travel motivations, often becoming a central feature of itineraries. More than simply eating, travellers will seek to explore flavours, uncover the stories behind each dish, and immerse themselves in the culture that gives meaning to every meal.
However, the perception of quality in gastronomy is deeply subjective, shaped by each traveller’s mood, personal preferences, and expectations.
There is no single formula for pleasing everyone.
The key lies in ensuring that, regardless of the type of experience – whether a gourmet dinner or a traditional meal at a local restaurant – the service, hospitality, and preparation are engaging and capable of leaving a lasting impression.
Trend 8.
Zero, Zero… Eight: Licence to…
Descobrir novos destinos.
Trend number 8 could easily be part of the 007 film saga. The truth is that, in 2025, tourists, much like the iconic spy, will have their eyes set on new territories, seeking out less traditional destinations that offer something unexpected and off the beaten path.
In Europe, the Balkans are gaining prominence among travellers in search of destinations where tourism is still in a less developed stage.
The opening of new air routes has been a key factor in making this discovery more accessible.
In Portugal, lesser-known municipalities have a unique opportunity to position themselves on this new map of discovery. However, the key to success will lie in their ability to preserve local authenticity while investing in infrastructure and services that meet visitors’ expectations without compromising long-term sustainability.
Trend 9.
My colleague ChatGPT.
AI in tourism: an ally, not a replacement.
And why not stay on the cinematic path? Remember the film Her, where the main character develops an emotional relationship with an artificial intelligence?
In 2025, while we’re not quite at that point yet, AI tools, such as ChatGPT, are already gaining the trust of millions of travellers, becoming “trusted companions” in the planning and discovery of new destinations.
At the same time, this new “industrial revolution”, as many are already calling it, brings with it important warnings.
Tourism is, by nature, a “people-to-people” sector. Human interactions – the smile upon arriving at a hotel, the conversation with a local guide, or the warmth of a genuine welcome – are irreplaceable and remain the true driving force behind meaningful travel experiences.
As AI continues to reshape the way we travel and connect with the world, it is essential for the tourism industry to strike the right balance. AI tools should be embraced as allies that enhance the experience, but never as a substitute for the human touch, which remains the soul of tourism.
Trend 10.
Soundcation?
Travelling for the sounds, staying for the scenery.
If business and leisure travel gave rise to the term bleisure, 2025 is set to cement the concept of soundcation: travelling to attend concerts while taking the opportunity to explore the destination. Music events, whether concerts or festivals, are becoming powerful drivers for the tourism sector and local economies alike. In Portugal, the impact of this trend is undeniable.
Concerts by international artists such as Coldplay (Coimbra, 2023) and Taylor Swift (Lisbon, 2024) have proven to be key moments that generated both national and international tourism flows.
For many, Portugal offers a more affordable and attractive alternative to see their favourite artists live, while also enjoying a holiday experience.
The year 2025 will be no exception, with major shows already announced. Artists such as Ghost (MEO Arena, Lisbon, 29 April), Rod Stewart (MEO Arena, Lisbon, 13 May), Imagine Dragons (Estádio da Luz, Lisbon, 26 June), and Thirty Seconds to Mars (MEO Mares Vivas, 19 July) are set to continue drawing fans from around the world.
In addition to major international acts, festivals such as Boom Festival, Primavera Sound, NOS Alive, Super Bock Super Rock, and Paredes de Coura continue to play a key role in strengthening this trend in Portugal. These events attract global audiences and encourage visitors to extend their stay, exploring the landscapes, gastronomy, and local culture. The combination of music and discovery turns each trip into a complete package of unique experiences, firmly positioning Portugal as a vibrant destination for music lovers.
Soundcation is, without a doubt, here to stay — reaffirming music as a powerful driving force in tourism.
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 Intelligence has been publishing its Tourism Trends Magazine, ‘Turismo Em’, since 2007.
