2024 saw some key travel trends, such as the rise of the "cool-cation", destination dupes, slow travel, and active-tourism. Looking ahead, a survey by Accor shows that 74% of Brits plan to travel abroad in 2025, but where will they go, and what types of adventures will they pursue?

With exciting trends on the horizon, we've curated a list of the top adventures Brits will pursue and the 20 most trending destinations. The report draws from an extensive analysis of two years of UK search data for over 200 popular destinations, combined with survey insights and keyword search volumes to predict the growth of these travel trends. Get ready to dive into these exciting travel adventures that await you in 2025!

2025’s top 10 travel trends

AI-tinerary

An Accor survey revealed that 13% of Brits would use an AI-tinerary in 2025, as searches for “AI in the travel industry” have seen a staggering 100% increase over the past 12 months.

AI-powered tools are revolutionising the way trips are designed, offering hyper-personalised, seamless itineraries that cater to individual needs. Whether it's AI-driven trip generators, virtual assistants, or predictive technology, AI is now at the core of the travel industry, making it easier for travellers to craft their perfect journey.

Why is this a trend?

• Effortless trip planning: AI automates much of the trip-planning process, from finding the best flight deals to organising activities based on your preferences and availability. Travellers are using AI travel planners to create itineraries in minutes.
• Real-time adaptability: AI plays a vital role in real-time trip management. It can adjust your plans based on unforeseen changes, like flight delays, weather conditions, or even last-minute preferences. It can also suggest alternative activities or recommend the best restaurants nearby based on live data, ensuring travellers have a smooth experience.

Authenti-cities

According to Accor’s survey, 58% of Brits now prioritise travelling to lesser-known destinations over tourist hotspots. In the past year, searches for "hidden gem holiday destinations" have increased by 150%, indicating a growing desire for off-the-beaten-path experiences.

In 2025, authenticity is the defining trend in travel. Tourists are no longer satisfied with traditional, cookie-cutter holidays; instead, they seek immersive interactions with local cultures, nature, and traditions.

Why is this a trend?

• Escape from over-tourism: Over-tourism has overwhelmed iconic destinations like Venice, Barcelona, and Bali, leading many to seek alternatives. Lesser-known locations offer tranquillity, natural beauty, and a more intimate connection with the environment—free from the crowds and inflated prices.
• Meaningful and personal experiences: Modern travellers crave unique, personalised adventures. They’re drawn to underexplored locations where they can discover hidden gems, enjoying the peace and authenticity of a place without the influence of mass tourism. Slow travel, local storytelling, and cultural exchanges are increasingly favoured over surface-level sightseeing.

Earth-Friendly Escapes

28% of Brits plan to embark on sustainable travel in 2025, with searches for “eco nature holidays” surging by 250% and “conscious travelling” increasing by 80%.

Sustainable travel is no longer just a buzzword; it’s a key consideration for those who want to reduce their environmental impact while exploring the world. The rising awareness of climate change, environmental degradation, and over-tourism is pushing travellers to seek eco-friendly experiences that "don’t cost the earth." Tourists are making conscious choices about where they go, how they travel, and how they give back.

Why is this a trend?

• Rising environmental awareness: Growing concerns over climate change and the impact of tourism on the environment are driving travellers toward more sustainable options.
• Sustainability meets authenticity: Tourists are looking to immerse themselves in local cultures while ensuring their travels benefit the community. Whether it’s staying at locally owned eco-lodges, eating farm-to-table meals, or participating in cultural workshops led by indigenous communities, travellers are seeking sustainable and authentic experiences.

Work-Play Wanderlust

16% of Brits plan to combine work and leisure travel, and searches for “working nomad” have risen by 82% over the past year.

With the flexibility of remote work and digital nomad visas, the lines between business and leisure have blurred, giving rise to "bleisure" travel. This trend allows individuals to explore new destinations while maintaining their careers, embracing a lifestyle where productivity and leisure coexist seamlessly.

Why is this a trend?

• The remote work revolution: The shift to remote and hybrid work models, accelerated by the pandemic, has changed the workplace landscape. More companies are embracing flexible work environments, allowing employees to work from anywhere. This lets professionals swap the office for inspiring locations, creating the perfect blend of work and travel.
• The digital nomad visa boom: Countries have introduced digital nomad visas to attract long-term remote workers who can contribute to the local economy while working for foreign employers. Destinations like Portugal, Croatia, and Bali are popularising these visas, making it easier for people to live abroad for extended periods while maintaining their jobs.

Solo Sojourns

24% of Brits are planning solo trips in 2025, aligning with a 30% rise in searches for “solo travel deals” and “best solo travel destinations.”

More individuals are embracing the freedom and empowerment that comes with travelling alone. According to a survey by American Express, 69% of travellers are planning a solo trip in 2024, and this trend is set to continue growing into 2025. Whether it's for self-discovery, adventure, or simply to explore the world at one's own pace, solo travel offers unparalleled independence.

Why is this a trend?

• Empowerment and personal growth: Solo travel is increasingly seen as a way for individuals to step out of their comfort zones and focus on self-reflection and personal growth.
• Increased flexibility and customisation: Solo travel allows tourists to set their own schedules, follow their interests, and explore at their own pace. This flexibility leads to highly personalised experiences, allowing travellers to immerse themselves more deeply in a destination.
• Digital connectivity and safety: Advances in digital tools have made solo travel easier and safer than ever before. Apps that offer navigation, translation, trip planning, and real-time reviews provide travellers with the resources they need. Safety, which used to be a major concern for solo travellers, is being addressed through tech innovations like emergency apps, online solo travel communities, and destinations that offer solo-friendly accommodation and tours.

Tasty Travels

32% of Brits are keen to undergo a trip centred around foodie experiences, coinciding with a 250% surge in “cooking tourism” searches and a 143% increase in searches for “best cities for food in the world.”

Food-focused travel is experiencing unprecedented growth as travellers increasingly prioritise cuisine as a central part of their journeys. This trend sees food enthusiasts exploring the globe in search of unique, authentic, and immersive gastronomic experiences. From tasting street food in bustling markets to taking cooking classes with local chefs, food tourism is about more than just eating—it's about connecting with culture, tradition, and history through cuisine.

Why is this a trend?

• Food as a cultural gateway: Food has always been a key component of cultural identity, and travellers in 2025 are using it as a gateway to more authentic experiences. Eating local dishes and learning about culinary traditions helps travellers connect with a destination. Food tours, market visits, and dining in local homes offer an immersive experience that goes beyond traditional sightseeing.
• Rise of foodie culture: The rise of foodie culture, fueled by social media and global food trends, is driving more travellers to prioritise food experiences. People are seeking out regional specialities, Michelin-starred restaurants, and hidden culinary gems that they’ve seen on travel blogs, cooking shows, or Instagram.

Wellbeing Weekenders

31% of Brits have expressed the desire to undertake a wellness retreat weekend in 2025, as searches for “wellness retreat holidays” increase by 22%.

The demand for short, wellness-focused getaways is rising. These mini-retreats, often packed into a few days, offer a chance to reconnect with personal wellbeing. Whether it's a meditation retreat in the mountains, a spa weekend by the sea, or a digital detox in the countryside, travellers are prioritising self-care and mindfulness during their brief escapes from everyday life.

Why is this a trend?

• Rising focus on mental and physical wellbeing: The post-pandemic era has seen a shift in priorities, with mental and physical health becoming central to travel plans. People are seeking opportunities to unwind, making wellness travel a growing industry. These short, wholesome weekends allow busy professionals to take a meaningful break focused on rejuvenation that doesn’t require extensive planning.
• Burnout and stress management: The pressures of modern life, including long work hours and the blurring of work-life boundaries, have led to heightened stress and burnout levels. Weekend wellness retreats provide a solution for individuals looking to take time out and recharge.

Athletic Adventures

18% of Brits are planning to travel for sports, which coincides with a 50% uptick in searches for “workout holidays” over the past year.

2025 will see more travellers combine their passion for recreational sports with their love for travel. Enthusiasts are increasingly travelling to participate in marathons, half-marathons, triathlons, and other competitive events, turning these sporting challenges into exciting global adventures.

Why is this a trend?

• Global sporting events: Major sporting events are now held in cities around the world, attracting athletes and fitness enthusiasts from various countries. High-profile races like the New York City Marathon, the Berlin Marathon, and Ironman events draw international participants, motivating travellers to plan trips around these competitions.
• Fitness as a travel motivator: The desire to achieve personal health goals is driving people to incorporate recreational sports into their travel plans. Events that offer a combination of fitness challenges and travel experiences are appealing to those who want to combine their training with exploration and adventure.
• Cultural and scenic races: Races in picturesque locations, such as historic cities, allow participants to experience new environments while engaging in their favourite sport. These events often highlight the local culture, landmarks, and natural beauty, enhancing the overall travel experience.

Musical Pilgrimages

32% of Brits are keen to undertake a musical travel venture in 2025, with major icons Oasis, Coldplay, and Dua Lipa set to tour.

Concert pilgrimages are on the rise as travellers increasingly venture across the globe to attend major music events and concerts. Combining the thrill of live music with the excitement of exploring new cities and cultures, this trend is transforming how people experience music and travel.

Why is this a trend?

• Globalisation of music events: Major music festivals and high-profile concerts are now held in diverse locations around the world, attracting fans from every corner of the globe. Events like Coachella, Glastonbury, and Tomorrowland draw international crowds, prompting music lovers to travel long distances to attend.
• Music tourism: The concept of music tourism, where travel plans are centered around musical events, is growing. Fans are planning trips to attend concerts and explore the cultural and social scenes of the host cities, extending their travel experience beyond the event itself.

Set-Jetting

Accor’s survey found that 24% of Brits are keen to visit the filming locations for their favourite films or TV series. This interest is reflected in a 50% increase in searches for “Hobbiton movie set tours” and an 83% rise in “Dubrovnik Croatia Game of Thrones tour” searches over the past year.

Set-jetting can be hugely beneficial for tourism. Popular movies increase tourism by an average of 31%, which can boost a destination’s local economy.

Why is this a trend?

• Increased popularity of film and TV: The rise of streaming services has made movies and television shows more accessible than ever, leading to a surge in fan engagement with popular franchises. As audiences become invested in their favourite stories, the desire to visit filming locations grows.
• Immersive experiences: Set-jetting transforms traditional sightseeing into immersive experiences. Fans can step into the shoes of their favourite characters and explore the settings that brought their beloved stories to life, creating a deeper connection to the narrative.

The Top 20 Trending Destinations for 2025