Travel trends for this year and next are showing that consumers are seeking what can best be described in total as a more authentic destination experience, according to industry reports and travel advisors. These top trends include eco-friendly adventure travel, culinary travel, less crowded destinations and local/immersive experiences.
Research recently revealed by Virtuoso shows “a notable shift from focusing on a trip to-do list to an emphasis on how one feels during travel.” Virtuoso reports that “travelers prioritize curiosity and exploration (77 percent), joy and happiness (65 percent) and awe and wonder of nature (57 percent) as the top emotional drivers for its luxury travelers.” In addition, the research shows that “travel to off-the-beaten path destinations and at off-peak times is growing in popularity, aligning with the trend toward more responsible and sustainable travel as a response to overtourism.”
Virtuoso also looked at sustainability as a motivator for travel in separate studies conducted among their travel advisors and their clients. Some 86 percent of advisors said “their clients are investing in the cultural heritage of the destinations they visit, demonstrated through their participation in exchange/learning programs with locals, support for local crafts and performing arts, and aiding the conservation efforts of historic landmarks and sites.”
Source: Baja California Tourism Board
Culinary travel meets local immersion
Culinary experiences are part of clients’ “cultural commitment,” according to the study. Some 68 percent of advisors report “their clients’ heightened interest in hotels and restaurants that prioritize sustainable gastronomy, actively preferring local eateries over chains as well as seeking ingredients with low environmental impact (farm-to-table).”
Ronit Naccache, manager/advisor at Boca Express Travel in Boca Raton, Fla., a Signature Travel Network Member, says “clients are now asking for culinary experiences in more countries than before.” She adds: “They are loving local, hands-on cooking classes, wine excursions and cultural experiences with local hosts. They are looking to explore local markets where they can interact with vendors and sample regional delicacies.”
Social media “continues to shape travel trends in 2025, with consumers eager to share their unique experiences online,” according to Michele Schwartz, CTA, VTA, Travel Concierge for Peacock Travel Group, a member of the Frosh Travel Group – Signature Travel Network Member in Little Rock, Ark. “Culinary travel offers visually appealing and shareable moments, making it an attractive choice for travelers who seek Instagram-worthy dishes, culinary creations, and immersive foodie adventures to capture and post on their social platforms,” she says.
Culinary travel goes hand-in-hand with the trend of local/immersive experiences. “Many [clients] are looking for private dining or staying in private homes where they could meet with the locals, sharing stories and experiences of everyday life,” says Naccache. “They are looking for small, locally-owned restaurants where regional dishes are prepared fresh, with locally-sourced ingredients.”
Schwartz agrees. “Food tours provide authentic insight into a destination’s culinary heritage,” she says. “They allow travelers to engage with local vendors, sample regional specialties and gain a deeper understanding of the culture through its food.”
She also feels “[local/immersive] experiences offer a deeper connection to a destination by immersing travelers in the local culture, traditions and everyday life. From cooking classes and art tours to outdoor adventures and cultural exchanges, the variety of experiences cater to clients’ various interests, sparking excitement and intrigue.”
Other immersive experiences beyond culinary for Naccache’s clients include visiting local artisan shops to buy handmade, unique items and engage with the artisans about their traditional craftsmanship, she says.
Travelers are seeking “authentic dining”, according to Ignacio Maza, senior advisor for Signature Travel Network. “Food and wine are definitely priorities,” he says. In addition to them wanting to have meals at restaurants where locals dine, “there is great interest in visiting local food halls and markets,” he adds.
Source: Baja California Tourism Board
Eco-Adventures
The 2024 Virtuoso Luxe Report, which features results of a survey of Virtuoso’s travel agency members and their teams of travel advisors across more than 50 countries, also shows that active/adventure trips are among the current top travel trends for this year.
Erika Richter, vice president, communications at the American Society of Travel Advisors (ASTA), says anecdotally, the group is hearing that many advisors are looking for resources to help fulfill eco-friendly adventure requests. “Travelers are becoming more mindful of how they engage with destinations and are seeking more impactful and meaningful travel experiences,” she adds.
Karla Sing, sales director of Sibaria Tours, a Destination Management Company and Receptive Tour Operator based in Tijuana, Mexico, specializing in tours in Baja California and Southern California, says eco-friendly adventure travel is popular. “Clients are looking for experiences that allow them to explore nature while minimizing their environmental impact,” she continues. “This includes activities like hiking in protected natural reserves, kayaking in pristine coastal areas, whale watching and participating in conservation efforts. They seek to connect with nature in a way that is both adventurous and sustainable, often preferring destinations that prioritize conservation and offer educational components about local ecosystems.”
Less crowded destinations
Virtuoso’s sustainability as a motivator for travel research also states that more than 30 percent of surveyed consumers show “readiness to explore alternative, less touristed destinations, all to combat overtourism.”
According to Sing, “[clients] are looking for more serene and intimate travel experiences that allow them to fully immerse themselves in the local culture and natural beauty of the destination.” She adds, “This trend is driven by a desire for authenticity, privacy, and the opportunity to explore places that are off-the-beaten path, where they can enjoy personalized and meaningful experiences without the distractions of large crowds.”
Jonathan Alder, CEO of Jonathan’s Travels, a Signature Travel Network Member based in Winter Park, Fla., tries to “steer” his clients to less crowded destinations. “They might come to me initially for more of the well-known sites, but then with a little nudging and some education on destinations that they haven’t heard of, they generally are so excited, and even more so than their original plan, to go somewhere they’ve never even heard of but without all of the masses and crowds,” he says.
