9 trends that will shape the tourism industry in 2025

Discarding old notions, tourists are setting new standards for themselves regarding age, gender and personal identity, thereby opening up new directions for the world tourism industry.

New trends will shape the tourism industry in 2025. (Illustration photo: CTV/Vietnam+)

By 2025, travelers will increasingly seek deeper and more meaningful connections with themselves, the communities they visit, and the destinations they explore . Travel is now not only an opportunity for travelers to transform themselves, but also to shape their lives and connect with the world around them.

“ This trend is driven by a desire to embrace new experiences, from nighttime adventures to connect with nature, exploring wellness resorts with the key to ‘longevity , ’ to using AI to create more meaningful and authentic trips. All are aimed at breaking down traditional travel norms to build deeper connections ,” Booking.com Country Manager in Vietnam, Mr. Varun Grover, shared.

Online platform Booking.com's annual Travel Trend Forecast report shows that instead of simply relaxing, many Vietnamese travelers are looking to redefine the way they experience and connect with the world around them.

Night travel

2025 will be the year when experiences of exploring the universe and the stars will take over. The trend of “Noctourism” refers to trips with the purpose of exploring the magical beauty of the night. As space tourism becomes more and more feasible, Vietnamese tourists will focus on connecting with the sky through more accessible astronomical activities in the coming year.

Temporarily forgetting the hustle and bustle of daytime life to immerse themselves in the magical night sky, 74% of Vietnamese tourists want to visit destinations suitable for night activities, of which, 85% of respondents said they want to experience "star bathing", 74% want to be guided about the stars, 70% want to witness once-in-a-millennium astronomical events and 70% are excited about discovering and tracking the paths of constellations.

Tourists experience the aurora borealis. (Photo: CTV/Vietnam+)

Concerns about climate change also influence this trend. Accordingly, 81% of Vietnamese tourists prioritize choosing destinations with cool climates; 75% said they prioritize arranging activities for the evening and early morning when the sunlight is weakest.

Additionally, 76% said they wanted to limit their time in direct sunlight to protect themselves from UV rays. Enjoying the nightlife also increases the connection between tourists and nature, as 72% of Vietnamese tourists prioritize choosing accommodation that limits light pollution to help protect the environment.

Multigenerational travel

Nowadays, instead of saving money, families are using their “inheritance money” to enjoy life with their family members. 44% of Vietnamese travelers said they would be willing to spend money on a memorable trip in 2025 instead of keeping the money as part of their inheritance later – this trend is especially strong among Baby Boomers (37%) - those born between 1946 and 1964.

However, by 2025, this trend will have changed in a more open and positive way. Older generations will be willing to pay for memorable family experiences and help the younger generation overcome the cost of living crisis by helping to pay for the vacation.

Multi-generational travel will be a trend in 2025. (Photo: CTV/Vietnam+)

This way, family members can travel together and create new and memorable memories, instead of simply saving money in the bank for their children later on. Data shows that 74% of Vietnamese tourists admit that their parents have supported them to pay for all or part of their vacations even when they are adults, and 88% of Baby Boomer tourists share that they are happy to help their children financially for their next trip.

Travel to "hunt" for used clothes

Holiday clothing choices will change dramatically in 2025, as trendy travelers become secondhand “hunters” – always ready to “hunt” for vintage shops during their trips, aiming for sustainability.

73% of Vietnamese tourists said they would buy clothes for their holidays more than before, with 76% of them being Gen Z tourists. 53% of tourists said they would visit second-hand stores while on holiday. Surprisingly, 82% of tourists have bought vintage or second-hand items while traveling abroad.

Not only reflecting changes in fashion styles, this trend shows that travelers are becoming more sophisticated and wise in both saving costs and being environmentally conscious, with 65% of travelers planning to spend less on their trips and 83% tightening their spending to optimize their travel experience.

Trendy tourists become "hunters" of second-hand goods. (Photo: Contributor/Vietnam+)

As a result, finding bargains in second-hand stores has become an important part of the travel itinerary. In contrast to fast fashion and excessive consumerism, 45% of travelers said they often find better quality products in vintage stores abroad. Meanwhile, 44% said they buy vintage items when traveling because they are more affordable.

The experience of “hunting” for second-hand goods is not simply about shopping anymore, it is also a way for tourists to bring back cultural imprints of the destination in a way that is both cost-effective and environmentally friendly. Instead of refrigerator magnets, now vintage items are the souvenir choice of tourists.

Boyz II Zen: A Vacation for Men

As social awareness of men’s mental health grows, “men-only getaways” focused on fitness and self-development are predicted to become more popular by 2025. The majority (75%) of those surveyed said they would support at least one male acquaintance going on a men-only trip.

In terms of purpose, most male travelers want to travel to escape the pressures of everyday life (49%), rest and recuperate (58%), participate in mental health activities (48%) and develop themselves (46%).

“Men-only retreats” focusing on fitness and self-development are expected to become more popular in 2025. (Photo: CTV/Vietnam+)

Building new and old friendships is highly valued, with 34% looking to improve their relationship building skills with friends and family; 27% want to make new friends and 14% are considering a men-only trip to feel less lonely.

Notably, it is women who convince their acquaintances to join these trips, including 56% supporting their spouses, 46% supporting friends, and 28% supporting their fathers and brothers to prioritize self-care.

Design schedules with AI

New technologies have been used to help travelers find experiences that fit their needs. However, by 2025, we will see more technological innovations being used to support more responsible travelers, contributing to the long-term development of destinations.

83% of Vietnamese travelers plan to use technology to make informed decisions and have more authentic experiences. This not only shows respect for the place they visit but also contributes to the development of that destination.

AI tools like Booking.com’s AI Trip Planner will play an important role in itinerary planning, as 59% of Vietnamese travelers are interested in using AI to plan their travel itineraries, helping them connect more closely with local people and communities.

83% of Vietnamese tourists plan to use technology to make informed decisions and have more authentic experiences. (Illustration photo: CTV/Vietnam+)

Vietnamese travelers will also use technology with a greater sense of responsibility. 27% of travelers said they would not tag locations on social media to protect lesser-known destinations and avoid the wave of “check-ins”. However, 50% of Gen Z travelers and 52% of Millennials said they would consider visiting a place if they were not tagged.

For these travelers, technology will play a key role in helping them find alternative destinations and reduce overcrowding at popular locations. 79% said they use technology to find new, less-known destinations, and 33% have started using AI apps with real-time updates.

Airport travel

Gone are the days when travelers would arrive at the airport just in time to avoid the stress of crowded waiting rooms after security. Now, travel enthusiasts will plan their 2025 travel differently and welcome a new era of entertainment at airports.

In the coming year, travelers will actively seek out destinations with the best airports. 51% of Vietnamese travelers surveyed expressed a desire to travel to a destination to explore and visit the airport, while 79% were curious about airports with unique amenities.

Next year, tourists will actively seek out destinations with the best airports. (Illustration photo: CTV/Vietnam+)

Millennials and Gen Z will consider their destination based on the airport experience. They are also particularly interested in amenities like sleep pods (29% Millennials, 31% Gen Z), spas (40% of both Millennials and Gen Z), and a list of Michelin-starred restaurants (30% Millennials, 27% Gen Z).

Holidays now start before travellers even set foot on a plane, with 83% of travellers saying their trip experience would be more enjoyable and relaxing if there were more services and amenities at the airport.

Travel prolongs life

In 2025, holistic wellness will no longer be confined to yoga mats and refreshing smoothies. Driven by a desire to lead a healthier lifestyle, 77% of Vietnamese travelers are interested in vacations that support longevity – a form of relaxation that goes beyond traditional wellness travel itineraries.

During these retreats, temporary solutions are being replaced by solutions that enhance health and prolong life. Intensive restorative treatments are at the top of the list, from whole body vibration (72%), stem cell therapy (72%), red light therapy (67%) to cryotherapy (69%).

Nowadays, tourists are interested in vacations that help prolong life. (Illustration photo: CTV/Vietnam+)

Additionally, 84% of travelers surveyed revealed that they are looking for new wellness activities to incorporate into their daily lives that will help them reconnect with a more balanced version of themselves, including learning how to drink coffee on time (65%) or using IV therapy (52%). With 69% of Vietnamese travelers saying they would be willing to spend money on a vacation just to prolong their life and improve their health, 2025 is predicted to be the year that marks the beginning of their longevity journey.

Experience neurodiversity

Travelers who think and process information differently will pay more attention to their specific needs. 56% of Vietnamese travelers in this group shared that they had less positive experiences when traveling, while 54% believe they have fewer options when traveling simply because they belong to this special group of travelers.

Travelers expect technology to be a powerful assistant during their trips, helping to reduce anxiety for themselves or their companions. 77% of Vietnamese travelers are very interested in AI tools that can provide the latest travel information, update flight delays and delays, and suggest quieter, less crowded areas at airports and hotels.

Travelers who think and process information differently will pay more attention to their specific needs. (Illustration: CTV/Vietnam+)

66% look for sensory rooms in airports, hotels and other locations, while 78% want more “noise-proofing” solutions throughout the travel experience.

In fact, the needs of neurodiverse travelers are quite clear in 2025, with 78% wanting industry-wide solutions that meet their unique needs.

Ageless Adventures

In 2025, Baby Boomers are rewriting the concept of travel at their age. They are ready to step out of their comfort zone and live life to the fullest with a sense of adventure once again. 50% of respondents are interested in thrilling activities like horseback riding and 67% want to unleash themselves to join in vibrant parties.

They are not afraid to push themselves to the limit to pursue daring experiences such as sandboarding (31%), skydiving (24%), diving and caving (12%), camping in Antarctica (17%) or even skateboarding down the slopes of volcanoes (12%). This shows that age is no longer a barrier to adventure, these pioneers are redefining what it means to travel in their later years./.