Action on overtourism

Over the past nine months, the issue of overtourism has taken centre stage. Protests and anti-tourist sentiment in sought-after destinations like Barcelona, Venice (pictured) and the Balearic islands have served to highlight growing strain on the viability of mass tourism models, both on environmental and social grounds. Governments around the world have responded to the issue by adopting a variety of solutions, from capping the number of cruise ship calls to threatening to ban Airbnb, ostensibly to attract wealthier visitors and to keep spend local. According to the report, in conjunction with government-led regulation and planning, destinations are being urged need to promote awareness and educate potential visitors about their impact in destination.

A rail revolution

There has been a resurgence in rail travel in recent years, and all the signs point to this being a permanent trend as people factor the journey into their travels. Travellers are becoming increasing aware of their carbon impact and appear to be choosing to travel by rail over air to control their CO2 emissions. Advances in rail technology and infrastructure, as well as a renewed sense of adventure, are also playing a part in why people are returning to rail travel. Its rising stock is emphasised by slow travel specialists like Byway securing investment to expand into new destinations, or the emergence of new European sleeper rail services.

Holidays with meaning

According to Lemongrass, holidaymakers are increasingly inclined to spend their holiday savings on trips where they can experience destinations in more depth and spend more time engaging with local communities. This new way of travelling, the report says, will help spread the benefits of tourism more equally across tourism dependent nations and emerging destinations. Travellers have also become more wary of issues such as greenwashing and want to travel with companies that show authenticity in their efforts to care about people and the planet, such as those who have embraced the B Corp movement – dual narrative operator Mejdi Tours being a recent example highlighted by TTG.

Restoration and regeneration

Consumer demand for more authentic and ethical travel experiences has shone a spotlight on businesses prepared to put their money where their mouth is and integrate sustainability into all aspects of operations, from measuring and then reducing their emissions to cutting single-use plastics out of their supply chain. Many major firms, such as easyJet, have set out ambitious plans to achieve net zero operations, while others have demonstrated their commitment to purpose-led travel and operating sustainably by becoming B Corp Certified. “As a global community, we must embrace sustainability, restoration and regeneration,” said report contributor Duncan Grossart, founder of ethical travel experience provider Journeys with Purpose. “Nature offers the best way to heal these broken systems and presents a powerful economic opportunity that benefits both the earth and the communities that depend on it."

Lates here to stay

Finally, demand for last-minute bookings looks set to become one of the pandemic's longer-lasting side-effects, with people having become so used to their travel plans changing closer to departure that they're more willing to wait until much closer to the time before committing to a booking. Climate change, geo political turbulence and higher living costs have also contributed to the surge in late bookings. According to Rebekah England, managing director of holiday home letting agency Bolthole Retreats and another of the report's contributors, lead times for bookings have shrunk by 14% between 2023 and 2024. Jet2holidays and Tui are among travel's major players who have in recent weeks reported strong late booking momentum.

'We are seeing profound shifts in the way people explore the world'

“Our 2025 Travel Trends report finds an industry in transition," writes Lemongrass Marketing managing director Abigail Best for TTG.

"We’ve seen a huge backlash this year against overtourism, yet at the same time, ethical travel – and desire for authentic, nostalgic and spontaneous travel experiences – are set to be some of the top priorities for travellers in the coming year and beyond.

"These changes will change traveller behaviour and industry practices. The opportunity for operators, tourist boards and travel brands to address these changing needs, raise awareness, and educate travellers is clear.

"There is a profound shift in how people explore the world, with sustainability becoming more mainstream and accessible. Sustainability is no longer a tick-box hindrance, but a huge business opportunity to do things right – and to win hearts and minds of global travellers by doing so.

"Our report highlights trailblazers and solutions within the industry, who are forging new paths to ensure tourism becomes a genuine force for good in the future.

"Travel is always evolving, and it is inherently intertwined with societal-level issues and movements.

"These trends can help prepare the industry with some of the strategies and tactics it needs to respond in an intentional and beneficial way."

Read the full report

Lemongrass Marketing has made its full 2025 travel trends report available via its website, featuring all 17 items.