Hitting the road in the family station wagon just doesn’t hold the same appeal it once did. Sure, families are still out making childhood memories, dads are still wearing socks with their sandals and telling cringeworthy dad jokes, but they are looking at where to travel, and how, with new perspectives on what makes a journey worthwhile. These shifting priorities and technological innovations push tourism businesses to look for fresh approaches to attract discerning explorers.
Let's dive into the most exciting trends shaping travel this year and how destinations can position their marketing for success.
Modern travelers are taking a page from the Boy Scouts' long-standing practice of minimizing their footprint. They want to leave destinations better than they found them. This shift to "regenerative tourism” represents the desire to go beyond “leave no trace” and meaningfully contribute to local communities and ecosystems.
How to attract these travelers: Develop programs that allow visitors to participate in conservation efforts, community projects, or cultural preservation initiatives. Highlight how tourism dollars directly benefit local development and environmental restoration.
While virtual reality previews and AI concierges are becoming standard, travelers in 2025 want technology to enhance their experience rather than replace authentic human interaction. The most successful destinations use tech to complement human connection.
How to attract these travelers: Implement seamless digital planning tools and personalized recommendations while emphasizing unique human interactions. Balance high-tech convenience with high-touch, personalized service.
Seven cities in five days is the type of whirlwind tour that is taking a back seat to extended stays in one location. Rapidly bouncing to multiple destinations has given way to a more thoughtful approach. A longer stay allows time to explore an area and form deeper connections with its places and people.
How to attract these travelers: Create tiered experiences that reward longer stays, design immersive multi-day itineraries, and showcase the hidden gems that only reveal themselves to those who linger.
Mental wellbeing, emotional restoration, and personal growth are driving travel decisions more than ever. Think transformative experiences that nurture the mind, body, and spirit, such as digital detox, workshops on emotional expression, language immersion, and experiences centered around restorative rest.
How to attract these travelers: Integrate mindfulness practices into everyday experiences, create spaces for reflection, and offer programs focused on learning and personal development.
Food tourism has evolved beyond tasting local specialties. Today's food-focused travelers want to understand the cultural context, production methods, and sustainability practices behind the food they eat. These travelers love seed-to-table experiences, hands-on cooking workshops, and interacting with fellow travelers and the food producers.
How to attract these travelers: Facilitate interactions between visitors and residents, create space for exchange around the cuisine, and provide time to learn about the local culture.
The most successful destinations in 2025 recognize that today's travelers seek meaning, connection, and transformation. By creating experiences to honor these deeper motivations while embracing innovation and responsibility, tourism businesses can attract the modern traveler and build lasting relationships to benefit everyone involved. The best way to attract today's travelers isn't through flashy marketing or temporary trends, it's by creating genuine value and memorable experiences that resonate with their evolving values and aspirations.
McClatchy has the tools and expertise to help you find and reach your audience with relevant messaging. With the McClatchy Premium Audience Network, we’ve gathered significant insights into a broad audience so you can connect with the people who will be your most likely customers.
Reach out to McClatchy today to learn more!