
Happy new year! With 2025 upon us, I thought I would share what others are saying about trends in this new year.
The Points Guy (TPG), the media platform focused on maximizing travel experiences while minimizing spending, released its 2025 Travel Trends Report, highlighting the global conditions that will shape why and where Americans will travel this year.
The Impact of Overtourism
According to TPG, the post-lockdown travel surge has brought renewed attention to overtourism, with local governments stepping in to protect their communities. In 2025, popular vacation spots will seek a better balance between the economic benefits and negative community impact, which could mean higher prices and limited availability. For example, Amsterdam, Barcelona, Venice and Bali all added or increased taxes/entry fees in 2024.
Travelers themselves are also unhappy with overcrowded cities and attractions, now looking to travel in the off-season or visit under-the-radar alternatives—known as “destination dupes”—for a better vacation experience:
- 76 percent of travelers are choosing offseason travel to avoid crowds, according to Virtuoso.
- 31 percent are considering less-touristed destinations for their next vacation.
Climate Change is Affecting Travel
In addition to avoiding overcrowded destinations, travelers are also factoring climate change into their plans, whether they know it or not. “Coolcations” are becoming more common during the traditional summer months, especially since the European Union’s climate change monitoring service marked 2024 as the warmest Northern Hemisphere summer since records began:
- Travel to Iceland and Finland increased 62 percent and 150 percent, respectively, while travel to Greece decreased 17 percent during peak summer months.
- Sweden, Canada, The Netherlands, Denmark and Norway also saw a surge in year-over-year summer demand, according to Virtuoso.
Warmer springs and falls are reshaping the travel seasons, and the travel industry is responding with additional availability for flights, cruises and hotels—for example, in September and October 2024, Delta Air Lines, United Airlines and American Airlines flew over 50 percent more seats to Italy than they did during those same months in 2019.
To review the full 2025 Travel Trends Report, visit thepointsguy.com/traveltrends.
Top Food Trends
James Samson, a Cayuga Hospitality Consultants member and Samson Hospitality’s president, wrote an article entitled, “Top 15 Food Trends to Watch in 2025.” Among the trends:
The plant-based movement continues to grow, with innovations making plant-based meats, dairy, and seafood more appealing and accessible. Expect to see more products that closely mimic the taste and texture of animal-based foods. According to the Good Food Institute, the plant-based food market is projected to reach $74.2 billion by 2027, reflecting a compound annual growth rate (CAGR) of 11.9 percent.
Sustainability efforts are driving the zero-waste cooking trend. Chefs and home cooks alike are finding creative ways to use every part of an ingredient, reducing food waste and promoting sustainability. According to the World Wildlife Fund, approximately 1.3 billion tons of food are wasted globally each year. By adopting zero-waste cooking practices, businesses can significantly reduce their environmental impact and operational costs.
Upcycling food by-products into new, value-added products is gaining popularity. More snacks, beverages, and ingredients will be made from items that would otherwise be discarded. The Upcycled Food Association reports that the market for upcycled foods is worth $46.7 billion, with an annual growth rate of 5 percent.
Beyond organic, regenerative agriculture focuses on farming practices that restore and enhance soil health, biodiversity, and ecosystems. Products labeled as “regeneratively farmed” will become more common. The Rodale Institute indicates that regenerative farming can sequester 100 percent of annual CO2 emissions, significantly mitigating climate change.
Consumers are increasingly interested in knowing where their food comes from. Hyper-local sourcing, including rooftop gardens, urban farms, and inhouse hydroponics, will be more prevalent in restaurants and markets. The local food market in the U.S. alone was valued at $20.2 billion in 2019 and is projected to grow to $23.3 billion by 2025, according to Allied Market Research.
Wellness Tourism Travel Trends in 2025 & Beyond
As travellers increasingly prioritize physical, emotional, mental, and spiritual well-being, the wellness tourism sector is poised for exponential growth in 2025. According to the Global Wellness Institute, wellness tourism, defined as “travel associated with the pursuit of maintaining or enhancing one’s personal well-being,” is projected to reach an impressive $1.3 trillion by 2025.
The Farm at San Benito, celebrated as one of the world’s premier medical wellness destinations, has been a pioneer in the Philippine wellness tourism industry since 2002. The Farm at San Benito recently released a document detailing what it believes are the top wellness tourism travel trends in 2025 and beyond. Among the trends highlighted:
The rising demand for programs that blend traditional healing practices with modern, science-backed treatments is transforming the wellness industry. This shift is particularly relevant for addressing chronic and lifestyle-related conditions. The future lies in personalized, holistic wellness programs tailored to individual health profiles and supported by clinical evidence, ensuring guests benefit from safe, effective, and measurable health outcomes.
As the global wellness tourism industry continues to flourish, longevity retreats are becoming a defining trend for 2025. These retreats cater to travellers seeking transformative experiences that go beyond relaxation, offering programs designed to enhance health, extend life expectancy, and elevate overall quality of life.
Emphasis on Mental Health
As mental health challenges such as stress and anxiety take center stage in wellness tourism, travellers are increasingly seeking retreats that offer mindfulness, meditation, and emotional detox programs.
As wellness tourism continues to thrive, detoxification and weight loss retreats are making a strong comeback, solidifying their place as a cornerstone of health resorts worldwide. These retreats provide a holistic approach to cleansing the body and mind of stress, poor diet, environmental toxins, and emotional burdens. They help restore balance, vitality, and well-being, enabling guests to reset and return feeling reenergized.
Acknowledging the critical role of sleep in overall health, sleep-focused programs help reset circadian rhythms and improve sleep quality. The Farm at San Benito’s Sleep Induction Therapy, for instance, takes a holistic approach by addressing the root causes of sleep disturbances. It combines acupressure, nutritional counselling, and personalized coaching to combat sleep disruptions.
Women’s health retreats are becoming a cornerstone of wellness tourism, offering specialized programs tailored to address the unique health needs and life stages of women. From fertility optimization to post-natal recovery and menopause management, these retreats empower women with holistic solutions to enhance their overall well-being. Grounded in evidence-based practices, personalized care, and a nurturing environment, these retreats aim to restore balance, boost vitality, and support mental clarity.
Medical & Wellness Tourism
Medical and wellness tourism are converging, with travellers seeking destinations that offer post-surgery recovery programs in serene, nature-filled environments. These programs integrate medical care with wellness therapies, helping individuals heal physically and emotionally in a holistic way.
Family wellness is redefining vacations, offering shared activities that enhance collective well-being—from digital detox and mindful practices to fitness programs for all ages.
Wellness travellers are increasingly prioritizing eco-sustainability, community enrichment, and cultural authenticity.
Travelers increasingly seek immersive cultural experiences that connect them with local traditions.
Culinary wellness, centered around nutrient-rich, locally sourced, seasonal, and organic foods, is becoming a key element of holistic travel.
A new trend is redefining weddings, as couples increasingly seek health-conscious and meaningful ways to celebrate their union. The Farm at San Benito is at the forefront of this trend, pioneering wellness weddings that blend love and well-being. Set amidst lush natural surroundings, these ceremonies are designed to nurture both the couple and their guests, offering rejuvenating experiences that go beyond tradition.
The Meetings, Incentives, Conferences, and Exhibitions (MICE) sector is evolving as organizations increasingly recognize the link between wellness, productivity, and overall well-being.
What trends are you seeing? What are your predictions for 2025? I can be reached at greenlodgingnews@gmail.com.
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