Welcome to the first IGES newsletter of 2025! Let’s dive into the latest insights shaping tourism retail this month.
Top Travel Trends for 2025
The Year of the Travel Maximizer
Travelers in 2025 are focusing on “maximizing” their vacations by combining adventure and restoration. According to Hilton’s 2025 Trends Report, 28% of global travelers seek unique experiences, such as boutique outdoor lodgings in destinations like Joshua Tree and Yosemite through Hilton’s partnership with AutoCamp. Additionally, “soft travel” emphasizing spontaneity and simplicity is trending, with 22% of travelers prioritizing trips for mental health and self-discovery.
Transformational Travel, Ethically
Travelers are increasingly choosing immersive, ethical travel experiences that benefit local communities. The Lemongrass Travel Report highlights trends like agritourism, where visitors engage in rewilding projects at sites like Elmore Court in the UK, or cultural learning trips that preserve local traditions. These transformative experiences align with the values of Millennials and Gen Z, with 79% prioritizing the quality of experiences over price.
Sleep Tourism and Wellness Retreats
Sleep tourism is evolving into an essential travel trend, with 70% of luxury travelers choosing hotels offering sleep-centric amenities, such as blackout blinds and wellness rooms. Hilton’s innovations include “Hurkle-Durkling,” a Scottish-inspired practice of intentional rest, which resonates particularly with Gen Z travelers. Spas focused on sleep-enhancing treatments and personalized relaxation programs are also on the rise.
🛍️ Merch Magic: Display Trends That Convert
Destination Dupes
Travelers are seeking affordable alternatives to overcrowded tourist hotspots, such as Girona instead of Barcelona, are trending. Retailers can create themed displays inspired by these hidden gems to attract budget-conscious travelers.
Eco-Luxe Products
Sustainable luxury items are in demand as consumers look for high-quality yet eco-conscious merchandise. Trends include bamboo textiles and low-waste cosmetics.
🤝 Customer Connection Corner
Influencer Impact on Tourism
Travel influencers are reshaping consumer behavior by showcasing unique destinations and experiences. Industry leaders are leveraging micro and macro influencers to drive bookings, especially among younger audiences.
Immersive Video Content
Brands are leveraging augmented reality (AR) filters on platforms like TikTok to create engaging, interactive experiences. Posts with AR filters receive 120% more attention, and brands using these effects see a 20% increase in engagement. This approach enhances user interaction and brand visibility, making content more shareable and memorable.
💡 IGES Ideas: Product Spotlight
Local Artisanal Creations
The demand for locally crafted goods is higher than ever. Partnering with regional creators to offer exclusive items—like handmade ceramics or textiles—can attract ethical shoppers.
Sleep-Centric Merchandise
With sleep tourism growing, items like compact sound machines and eco-friendly sleepwear are trending. Retailers should consider wellness-focused offerings to meet this demand.
🎢 Attraction Action
Fan Fares Drive Tourism
The theme park industry is expected to reach $82.73 billion by 2032. To hit these goals, theme parks are adding music tours and sports tournaments to spur increased travel. Retailers can offer destination-themed products to capitalize on this trend.
Grounding Getaways
Nature-focused activities such as barefoot trails and forest immersion are gaining popularity as travelers seek to reconnect with the earth. Resorts, like Banyan Tree, are integrating these into wellness packages.
🌿 Sustainable Scene
Addressing Overcrowding in Tourism
Overcrowding, or overtourism, remains a critical issue in 2025 as popular destinations face unsustainable visitor numbers. Forbes reports that cities like Venice and Barcelona are imposing stricter measures, including daily tourist fees and bans on new short-term rental permits, to mitigate the strain on local infrastructure and communities.
The Guardian highlights how overtourism is damaging the cultural and environmental fabric of world-renowned destinations, prompting both travelers and local governments to rethink tourism strategies. This shift encourages sustainable travel practices, such as visiting alternative destinations, traveling during off-peak seasons, and supporting policies that prioritize local well-being and ecological preservation.
Welcome to the IGES Trade Show Newsletter. We look at the travel, tourism, and retail trends driving vacation travel plans of people around the U.S. Subscribe.
