Welcome to the October 2025 IGES newsletter. This month we bring new data on domestic travel growth, wellness‑led opportunities, merchandising ideas, and standout programs lifting retail & destinations.

Top Travel Trends

The Bright Spots in Domestic Tourism: 13.4% CAGR Projected Through 2030

Recent analysis shows that U.S. domestic tourism is on track to grow at a 13.4% compound annual growth rate through 2030, supported by mounting demand for staycations, wellness travel, and sustainable destination experiences. This growth signals strong tailwinds for domestic attractions, retail, and lodging well into the fall and winter seasons. 

A recent survey reveals nearly 70% of Americans feel they haven’t traveled enough compared to others (“travel dysmorphia”), and are opting for smaller, more meaningful trips instead of trying to match flashy itineraries. Now is the time for tourism-driven businesses to start to pivot their offerings as the light on travel and tourism face mounting declines as travel from international visitors comes to a standstill.

Merch Magic: Display Trends That Convert

Wellness‑Coupled Retail Moments
With wellness tourism expanding rapidly, consumers are increasingly seeking products that align with rest, recovery, and holistic well‑being. Displaying wellness items (e.g., natural aromatherapy, sleep accessories, recovery gear like massage tools) in calm, spa‑like store environments or pop‑ups can tap into this trend and create premium, higher-margin moments. Read our guide to turning wellness into a retail merchandising strategy in 2026.

Customer Connection Corner

United Airlines CEO: Demand “Light Switch” Moment
United Airlines reports that travel demand turned back on sharply in early July 2025, with premium cabin and corporate travel accelerating. Bookings continue strong into September, offering an optimistic indicator for leisure + business travel alike. Retailers and travel‑adjacent businesses can lean into this momentum.

Attraction Action

Regenerative Agritourism Grows in U.S. Resorts
Agritourism is evolving toward regenerative models that combine sustainability, farm‑based wellness, and immersive nature experiences. U.S. properties like Blackberry Farm and Southall Farm & Inn (TN) are increasingly recognized for blending fine dining, eco‑responsibility, and guest education. These property profiles set a benchmark for wellness‑driven destination retail and programming. 

Surfs Up at Domestic Travel Destinations

According to Fitt Insider,  destinations like TOCA, Padel Haus, and Ballers, the sports-meets-social playbook is thriving. Meanwhile, large-scale resorts like Therme and WorldSprings reimagine the bathhouse. Now, surfing is ready to make its move. Also, Atlantic Park Surf just opened a 2.7-acre lagoon in Virginia Beach, pairing lessons and performance analytics with a beach club vibe — with its developer planning California and Houston sites.

Sustainable Scene

Wellness Travel Market Exceeds $1 Trillion, Domestic Segment Soars
The wellness tourism market recently crossed $1 trillion globally, with the U.S. domestic segment driving much of the spend—travelers are investing more in health, rest, sustainability, and meaningful experiences. This shapes demand for eco-conscious lodging, locally sourced goods, and wellness amenities. Retailers who align with these values are likely to benefit. Read our in-depth trend report on how to build wellness-focused offerings.

Stay tuned as we continue to bring you fresh data, credible insights, and actionable ideas—keeping your tourism retail strategy ahead of the curve. Subscribe to our Newsletter.