10 Trends for 2023
In 2022, international travel made a full comeback, overcoming most of the losses recorded in 2020 and 2021 (due to COVID-19). What trends will mark 2023?
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 ’23
In 2022, global tourism recovered 65% of its pre-pandemic levels, according to the UNWTO. In Portugal, the results were even more positive, approaching the record figures of 2019 and reinforcing the resilience of the national sector.
Growth was expected to continue in 2023, albeit in a challenging context marked by economic instability, high inflation and the impact of the Russia/Ukraine conflict. At the same time, tourists showed renewed motivation, influenced by the uncertainty experienced in previous years and easier access to information through digital platforms.
Trend 1.
Welcome back, Asian market.
After two years in which international travel has been impacted by various restrictions and measures to contain the COVID-19 pandemic – which have taken different forms from country to country – 2023 should be the year that sees stability and the long-awaited return to normal for the Asian market.
Asian long-haul markets, which were growing at a healthy pace before the pandemic, are expected to resume travelling to Europe with greater regularity and confidence, which could be key to supporting tourism growth.
The Chinese market in particular, which was already one of the main sources of tourists in 2019, is expected to experience significant growth in 2023 as a result of the end of the COVID Zero policy.
In addition to China, Portugal should pay attention to the dynamics of countries such as Japan and South Korea, which are expected to return to visitor numbers very similar to those seen before the pandemic.
Trend 2.
Budget conscious trips.
2023 will be a year marked by global economic uncertainty, which will impact household budgets. Even so, global tourism is expected to grow. According to a publication by the European Travel Commission, Tourism Economics forecasts around 10% growth in tourism across Europe. Another study by Expedia Group Media Solutions states that 46% of people consider travelling to be more important now than they did before the pandemic.
Therefore, it is expected that tourists will continue to travel, but will be more conscious of their budgets, more discerning in their choices, and will opt for destinations and experiences in which they recognise value and quality.
It’s not about ‘cutting the budget’, but rather using it more consciously. For example, travelling more within one’s own country, or planning trips during the low season, could be solutions for tourists to continue travelling.
Trend 3.
Goodbye. I’m off to town.
2020, 2021 and 2022 were marked by a strong demand for nature-based destinations and outdoor activities, away from crowds, resulting in a decline in interest for city destinations.
In 2023, demand for nature destinations is expected to remain high. However, city destinations, especially European capitals, are also expected to return to pre-pandemic levels. The near-full restoration of air connectivity and the perception of health safety that we have today are essential factors for tourists to consider travelling to these destinations again.
Cultural activities and visits to monuments and museums are expected to be in greater demand. However, tourists are expected to adopt a different attitude than they had before 2020, recognising a need to participate in culture and share more moments with local communities.
They are also much more aware of their importance in preserving destinations, and will seek to avoid ‘massification’ behaviour, planning their trips more carefully to avoid queues and environments with high concentrations of tourists, with valid options including visits to off-the-beaten-track attractions that allow them to experience cities in a fluid and natural way.
Trend 4.
Travelling with a purpose
Gone are the days when we travelled solely for leisure, business, or to visit family and friends. The expansion of the ‘world of travel’ during the 2010s, combined with the social shock experienced globally in 2020 – when we were confronted with a scenario that led us to reflect on the important things in life – has been influencing the motivations and behaviours of tourists when they travel.
There is a much greater need for travel to be responsible and contribute to helping someone, or to improving the living conditions of a community – something very rewarding for those who practise it – leading to a sense of confidence and self-fulfilment that is increasingly valued among travellers.
It is important to note that these are not volunteer trips. Purpose-driven travel can take place even in more developed environments, as long as the destination offers experiences that foster a sense of involvement and contribute to the social, cultural, and economic development of the area.
Trend 5.
Goodbye comfort zone, it’s time for culture shock.
In 2023, we will see growing demand for unique and distinctive travel experiences that promote some kind of cultural impact. The search for a “culture shock” presupposes a more immersive tourist experience, where tourists can gain a deep understanding of the culture and traditions of the destinations they visit.
According to a survey by Booking.com, 58% of tourists want to step outside their comfort zone in 2023. Tourists will prioritise long and adventurous trips, with 40% of respondents expressing a desire to experience a real culture shock in less touristy destinations with a completely different culture.
Discover more trends in the Turismo’em Trends Magazine.
Trend 6.
Bleisure is here to stay.
In 2020, much was speculated about the so-called “end of business travel”. Clearly, that was never truly in question. In the IPDT ebook “Guide for the Recovery of Tourism”, published in September 2020, we made it clear that business travel would remain one of the main drivers of mobility — though its dynamics would inevitably evolve.
In 2023, in addition to the expected return to normal business travel, we will see the consolidation of a trend that was already evident before the pandemic. With the increase in remote working due to the pandemic, next year will be marked by an increase in hybrid tourists, who are looking for tourist experiences that they can combine with their professional lives. The pursuit of a better work–life balance has become an increasing priority in society, alongside a growing awareness of the importance of physical and mental wellbeing.
Weekends, in particular, are expected to become key periods for extending the stay of business travellers who, once their professional commitments are complete, will switch to leisure mode, whether travelling alone or with family.
Trend 7.
Body, Mind, Soul mode: ON
Burnout and Quiet Quitting became global terms, bringing increased attention to the topic of mental health. A study by Asana, involving 10,000 workers in seven countries, revealed that 70% of people reported experiencing burnout in 2021. The figure rose to 84% among Generation Z.
In response, moments of pause will become much more frequent – not as a luxury, but as a necessity. Travel emerges as one of the antidotes to combat this state of mind, but more than just travelling, tourists will want to enjoy experiences that rebalance them mentally and physically.
From retreats to mindfulness and meditation trips, it is expected that in 2023, these offerings will be in high demand by all those seeking to reset their mind, body, and spirit.
Trend 8.
Off-grid travel: shall we live with only the essentials?
Disconnecting from the world has never been as trendy as it will be in 2023. People will seek to disconnect and live only with the essentials. The instinct for survival in more hostile environments is gaining popularity, becoming a trend not only for 2023 but for the coming years, reflecting anxiety about the future of humanity.
We are not talking about experiences as extreme as those faced by the participants of the survival show Alone (which has interesting audiences around the world), but rather a considerable ground between safety and the freedom to challenge oneself, in an environment that is totally different from what tourists are used to.
This OFF-GRID trend also points to another aspect, which is related to the search for destinations that offer people the chance to disconnect from their stressful and busy lives and remove the distraction of mobile devices, allowing travellers to reconnect with nature and themselves.
Trend 9.
Make way for the jet setters.
Por certo conhece alguém que não assiste a televisão, mas que está sempre a par das novas séries ou filmes que estão disponíveis na Netflix ou HBO. Esta é, de facto, uma das tendências comportamentais que mais têm evoluído nos últimos anos.
Streaming platforms now play a central role in families’ daily lives and leisure activities. Series and films enter our homes on an almost daily basis, exposing us to scenarios and stories that captivate us and increase our desire to travel and visit certain places or settings.
According to a study by Expedia Group, streaming films and television series is one of the main inspirations when choosing a destination, with 44% of respondents revealing that they are influenced by the locations they see in series and films.
These tourists are known as set-jetters, a term used to describe travellers motivated to visit locations where audiovisual productions are filmed.
2023 will be an important year for Portugal. In the wake of the success of the House of the Dragon series, and on the eve of the premiere of the new Fast & Furious film (both featuring scenes filmed in the country), an increase in demand from set-jetters is expected.
Trend 10.
Video content as a tool for inspiration.
Digital platforms are an increasingly popular tool for promoting tourist destinations. The audiovisual content available on these platforms easily captures users’ attention and influences their purchasing decisions.
An example of growing popularity is the social networks YouTube and TikTok, where you can find endless content, from ‘5 must-do things’ to ‘best destinations to travel to in 2023’ to ‘my experience of destination X’.
Video content conveys the distinctive characteristics of a destination in a more transparent way. Whether promoted by the entities responsible for managing the destination or by the general public, travellers tend to have greater confidence in this content, viewing it as honest and truthful, making it a powerful marketing tool.
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.
