Lemongrass, a PR and content agency for travel brands, has released its Annual Travel Trend Report 2025 that details the top trends for global travel in 2025.
The report features commentary from a host of experts in travel media and insight from leading industry changemakers.
Below are some of the key travel trends predicted for the coming year
The threat of overtourism
Protests and anti-tourist sentiment in popular destinations such as Venice, Greece, Barcelona, and the Balearic Islands have drawn attention to a growing need to rethink mass tourism models, to tackle the negative environmental and societal consequences of overtourism. Governments in various tourism hotspots have reacted with a variety of solutions, including introducing visitor taxes, limiting group tour sizes or capping the number of cruise ship calls, in a bid to attract wealthier visitors and encourage local spending.
Rail resurgence
Rail travel has had a resurgence in popularity over the past few years as holidaymakers are looking for ways to reduce their C02 emissions during travel. Its traction is emphasised by emerging slow travel specialists and the introduction of new European sleeper rail services.
Intentional travel
According to Lemongrass, more travellers are prioritising involvement in the culture, nature or activities in their chosen destination, as well as engagement with local communities. Holidaymakers are also making more conscientious choices, and a rising number are choosing companies engaged with the B Corp movement to avoid fuelling industry issues such as greenwashing.
Last-minute bookings continue
Finally, a rise in last-minute bookings is proving itself to be one of the longer-lasting effects of the Covid-19 pandemic. The pandemic meant travellers were faced with unforeseen last-minute changes to their trips, whereas now many choose to wait until the last-minute before committing to a booking. In addition, global issues including climate change, geopolitical unrest and the rising cost of living have all contributed to the rising popularity of last-minute planning.
Tara Schwenk, Head of Content Marketing and Search 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.”
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