Travel Trends Report 2025: Untouched Tourism

The seventh article in my Travel Trends series looks at Untouched Tourism, and in some ways is a continuation of my previous feature for Forbes on Off The Beaten Track travel. The two may sound similar in theme, except there is a difference: to find ‘untouched tourism’ you do not necessarily have to go ‘off the beaten track’ or visit remote destinations. Instead, this trend is all about a search for places that offer a respite from overcrowding or give an alternative view to a country. It could be, for instance, the desire to find destinations that have been historically overlooked, instead of touching down in the usual, world-favourite places.

Lemongrass Marketing’s new Travel Trend Report 2025 lists ‘Destination Dupes’ as an emerging trend for the year ahead. “In Spain, skip Barcelona and visit Girona. Swap Venice, Italy for Ljubljana in Slovenia. And book a trip to Maratea to instead of Positano in Italy,” it suggests. “These are among the alternative (but comparable) destinations holiday planners are seeking out that promise to be less expensive and crowded than popular hotspots, making this the year of the ‘destination dupe’.”

Explaining it further, the report says: “Affordable alternatives have flooded TikTok feeds, where there are 5.9 billion views for #dupe. Searches for Taipei (a dupe for Seoul) have jumped 2,786%, and those for Pattaya (a dupe for Bangkok) are up 249%. Increased flight searches also support the destination dupe trend: Curaçao (a dupe for St. Martin) is up 185%; Perth (a dupe for Sydney) is up 109%, and Liverpool (a dupe for London) is up 97%. Destinations are responding with a sense of urgency to disperse travellers: in France, where a whopping 80% of visits are currently concentrated in 20% of the country, a recently launched €1m campaign is nudging domestic and foreign tourists to set their sights beyond the beaten path.”

The so-called ‘second city’ trend is part of this shift, whereby travellers are skipping popular hubs in favour of smaller cities, which are often found close by, and sit in the shadow of the ‘big hitter’. Think: Verona instead of Venice; Porto instead of Lisbon; Memphis instead of Nashville. It is not only a way to address overtourism but also, by default, means you may also discover uncovered charms of a place you may not have considered before.

In Expedia’s Unpack ’25: The Trends in Travel report, the phenomenon is labelled as ‘Detour Destinations’ and it suggests alternative destinations, such as Riems instead of Paris in France; Cozumel instead of Cancun in Mexico; Brescia instead of Milan in Italy. “Detour Destinations are less well-known and less crowded than popular tourist hotspots, but these rising stars are well worth putting on an itinerary, either as an add-on or as the new, final destination,” says the report.

Working with HNWIs as clients and specialising in bespoke, luxury travel, Cartology Travel has seen a shift in travel behaviours. The company highlights Sardinia, Colombia and Montana as destinations emerging from the ‘shadows’ in 2025.

“Sardinia has always been a luxury destination for those Europeans in the know, but the Italian island is now getting more widespread attention with international clientele,” says Justin Huxter, co-founder of Cartology Travel. “We have seen an increase in enquiries for the destination, and this will no doubt grow further with several iconic luxury hotel brands, such as Belmond Romazzino, opening their doors on the island.”

“Colombia, on the other hand, has not traditionally been on the luxury tourist trail for those travelling through South America, but we predict this is about to change,” continues Justin. “Colombia is an amazing country with an up-and-coming food scene, lots of adventure, and an incredible variety of landscapes to explore, so it’s perfect for any type of traveler. Later this year, Four Seasons is set to open its new 131 key hotel in Cartagena, located on Colombia’s Caribbean coast. The brand has restored a collection of landmark buildings dating back as far as the 16^th century, and will set the agenda for a new chapter for Cartagena.”

With One&Only’s first US resort, One&Only Moonlight Basin, opening in Montana in 2025, the US destination will also be in the spotlight. “The resort is located in the mountains and promises a wild sense of adventure to all guests,” says Justin. “Yellowstone National Park is just a short drive from the resort and offers the chance to see elks grazing and herds of bison, and the glassy lakes in summer are just as breathtaking as the frosted mountains in winter.”

Specializing in high-end and off-the-beaten-path trips across the world, Geographic Expeditions has announced the company’s top destinations for 2025. Cuba, New Zealand, South Africa, Türkiye, Vietnam, and Zambia should be on travelers’ bucket lists for 2025, says the company. “All these destinations promise unforgettable, life-enriching experiences, that cannot be found anywhere else.”

Glenn Ringer, director of Product Development for Geographic Expeditions, explains more about why Zambia, in particular, is on the list: “I’m excited to tell our travelers about three off-the-radar luxury properties in Zambia. The first two are Sungani Lodge and Kulandila Camp, located in the remote far south of South Luangwa. The properties are family-owned and were meticulously hewn from the surrounding bushland and transformed into exclusive safari experiences . The third property is the historic Chichele Presidental Lodge that has been lavishly redesigned and rebuilt for a 2025 safari season opening. Run by Grant Cumings, one of the leading conservation-minded safari figures in Zambia, the lodge has an incredible hilltop location with panoramic views of the Luangwa Valley.”

As many destinations grapple with overcrowding, backlash from locals and environmental impacts of tourism—travelers are rethinking where and how they travel next year, says Intrepid Travel. In keeping with the trend, the company has released its annual Not Hot List report in collaboration with travel trend forecasting agency Globetrender, that spotlights 10 underrated and underappreciated destinations to visit in 2025.

“Our most comprehensive report to date, the list was created with Globetrender and is supported by third-party research and local voices,” says Erica Kritikides, Intrepid Travel’s GM of Global Product. “Destinations include Gilgit-Baltistan in Pakistan, Disko Island in Greenland and Accra in Ghana. Each is introducing new infrastructure and initiatives to welcome more tourists for 2025. As always, our list shines a spotlight on lesser-known destinations, showcasing overlooked and undervisited places that are ready to welcome curious travellers. These are destinations unveiling new routes, crafting innovative itineraries, and launching exciting initiatives that make them worthy of increased attention, visitation and conversation.”

Known for its luxury, boutique hotels and lodges in Tibet and China, Songtsam Resorts reports that it is seeing an increase in bookings from US tourists. “As the spotlight on overtourism intensifies, with it comes remote travel,” says Florence Li, Director of International Sales & Marketing, Songtsam Resorts. “Over the past year, overtourism has increasingly become a pressing issue, prompting destinations to adopt protective measures—such as tourist taxes implemented during peak travel times—to protect local communities and the environment. As a result, travelers are becoming more conscious of their impact—and with this comes a more mindful approach when choosing destinations for a holiday. As we look to 2025, more travelers will want to visit destinations that aren’t being negatively impacted by the large crowds—they’ll actively seek out destinations in which their presence can play a positive role either economically, environmentally, or both.”

“As travelers seek such destinations, they will be incentivized to prioritize places that have been virtually untouched by tourists—and so, we’ll see a rise in remote travel. This is what we’re seeing at Songtsam Resorts. Our resorts, lodges, and glamping sites are located across Tibet and Yunnan Province, China—in or around small villages and historical cultural centers that have been preserved for thousands of years. We’ve seen an increase in travelers from all over the globe over the past several years, and are anticipating a strong 2025, too. It’s my belief that this is largely due to our remote locations, as well as our commitment to preserve Tibetan heritage and local communities through intentional programming, design, and in hiring from the local community. Guests are aware that staying with us will have a positive impact down the line—and will be a place to truly disconnect. These are the type of destinations that will become more popular as we look to next year, and beyond.”

Richard C. Kessler, Chairman and CEO of the Kessler Collection, which has a rich line-up of boutique hotels across the US, predicts that travellers will be looking for new experiences in emerging cities: “We anticipated this shift in sentiment a while ago, and have been focusing our new developments in many of these untouched markets, such as the Grand Bohemian Lodge which opened in Greenville, South Carolina in 2022,” says Richard. “Since breaking ground in 2019, this property has played a vital role in the growth of the destination’s tourism industry, and the city’s 62.3% increase in revenue.”

He continues: “The Kessler brand has always been committed to investing in and adding value to communities with untapped potential as you can see in our upcoming pipeline. Most notably, we are working on a $150 million+ small scale mixed-use village development in Cashiers, North Carolina. The 24.5-acre development will incorporate diverse accommodations including a boutique lodge, mountain cottages and luxurious glamping cabins, as well as two full-service restaurants with a rooftop bar, a café, high-end shopping, art spaces, an event pavilion and residential village anchored by a retail and community center.”

Finally, a read of Byway Travel’s Trends Report will cement the trend. “People want to travel where they’re welcomed wholeheartedly. Amidst anti-tourism protests in Barcelona and measures elsewhere to monitor the influx of short-term rentals, avoiding overtouristed hotspots is high on this year’s agenda,” says the report. “In the Netherlands, we’ll expect to see more people swapping the jam-packed capital for quintessentially Dutch towns like Breda, and in Spain, people swapping Catalonia for the Green Coast, with more attention on up-and-coming cities like Bilbao. Even in the UK, we predict a new interest in beautiful areas away from busy summer spots, like Cornwall, to see more travellers uncover the East of England, including Norfolk, and towns like Ballater in Scotland.”

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