As we look ahead to 2025, the global travel and tourism industry is witnessing significant shifts in traveller behaviour and industry practices.  

The Annual Travel Trend Report 2025 from Lemongrass, a B Corp-certified PR and content agency for travel brands, reveals a profound evolution in how people are exploring the world. The report features commentary from a host of travel media experts and insight from leading industry changemakers.  

From the backlash against Overtourism to the rise of Frontier and Neurodiverse Travel, Lemongrass' trends highlight societal shifts and hint at the future of travel, reflecting its ever-evolving nature and deep ties to broader societal movements. 

Tara Schwenk, Senior Director of Digital Strategy at Lemongrass said: “Our 2025 Travel Trends report paints a picture of an industry in transition, where sustainability, ethical considerations, and a desire for authentic experiences are at the forefront of traveller's minds.  

"As the global tourism landscape continues to evolve, it's clear that these trends are not just fleeting fads but indicative of a broader shift towards more responsible and intentional travel. 

"Positively, the travel industry is increasingly responding with action, which is crucial in shaping the future of global tourism, ensuring that it remains a force for good in the years to come.” 

Here are the travel trends that will shape 2025... 

1. Go Home, Tourists! Destinations Respond to the Fallout of Poorly Planned Tourism  

2: Going Where No One Has Gone Before  

3: Epic Overland Train Expeditions  

4: Transformational Holidays, But Make Them Ethical  

5: The Ongoing Luxury + Sustainability Struggle  

6: Cool-Cationing's Ripple Effects Redefine Seasonality  

7: Fan Fares Ignite Event Tourism   

8: Grounding Getaways: The Movement That Earths People  

9: Sustainability: The Ultimate Risk Manager  

10: Data and Divination: Bridging Tech Medicine and Traditional Healing  

11: Agritourism Grows Up as Travellers Go Back – and Give Back – To the Land 

13: Travel Choices Reflect Lifestyle Realities - Micro and Macro Travel 

14: Destination Dupes  

15: Tofu Tourism   

16: Repurposing City Design  

17: Neurodiverse Travel   

The Lemongrass Travel Trend Report 2025 can be accessed here