From food to film, events to star-gazing, and social media to AI, clients’ travel choices continue to be shaped by a wide range of – and sometimes new or nontraditional – influences. A new study by the Trip.com Group asked thousands of its users what’s fuelling their travel ambitions, both now and for the future.
Detailed in the ‘Momentum 2025: Travel’s Next Big Trends’ report, here’s a snapshot of some of the key insights:
- Experiential dining
Culinary tourism is on the rise, with 60% of Trip.com users searching for food-related content since early 2024. When it comes to preferences by demographic, wine and beer tasting are most popular among men, while women gravitate towards cookery classes for a hands-on experience. Millennials, on the other hand, display a keen interest in interactive food art events. Globally, cities like Tokyo, Paris, and Bangkok have become culinary meccas, celebrated for their diverse and vibrant food scenes.
- Inspired by media content
The power of films and television on travel choices is stronger than ever, with 70% of travellers survey planning trips inspired by what they’ve seen on screen. Romantic comedies and adventure films, in particular, have sparked wanderlust, with Millennials leading the trend at 72%.
Destinations featured in iconic productions are also seeing increased interest. New Zealand’s breathtaking “Middle earth” landscapes and the historic charm of Kyoto, Japan, continue to draw fans eager to experience these familiar places firsthand. This trend reflects a growing connection between travel and storytelling, as more people turn their favourite on-screen moments into real-world adventures.
- Growth of cruising
Cruising is set to become a major growth segment in 2025, driven by scenic sea views, fresh ocean air, and diverse onboard experiences. According to the report, 44% of travellers place a high value on onboard dining, 38% are drawn to all-inclusive packages, and 31% prioritize live shows and entertainment.
- Entertainment travel/ Big events
Entertainment-driven travel is set to soar, with concerts and sporting events becoming major travel motivators in 2025. Following the global phenomenon of Taylor Swift’s Eras Tour in 2024, which drew record-breaking crowds worldwide, nearly two-thirds (66%) of travellers now plan to organize trips around live events. This trend isn’t just local – 66% have already travelled internationally to watch their favourite artists perform, turning concerts into full-fledged travel experiences.
In 2024, sports tourism was driven by marquee events such as the UEFA Euro. Now in 2025, football remains the top choice for live sports travel, followed closely by basketball and the ever-growing popularity of Formula 1. Enthusiasts are not just attending these events but seeking destinations that offer complementary experiences, such as exploring local landmarks and culinary hotspots in between match schedules or race weekends.
- Social media-driven
Social media will continue to shape where and how people travel. Viral travel content on platforms like TikTok has already influenced 45% of travellers’ decisions. Popular destinations including Tokyo and Bali will further benefit from this trend, as users seek destinations with “Instagrammable” appeal.
- Emerging micro-trends for 2025
- Dark-sky stargazing: A growing number of travellers (37%) are planning trips to remote areas for optimal stargazing experiences.
- Underwater hotel stays: Immersive travel experiences, such as underwater hotels and cultural immersion retreats, are gaining traction.
- AI and travel innovation: AI-powered tools will revolutionize travel planning by offering hyper-personalized experiences. Over half of travellers (58%) already use AI for travel recommendations.
- Sustainable travel: Travellers are increasingly prioritizing journeys that reflect their values, including cultural preservation and environmental protection.
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