As we move into 2025, as a travel and tourism business, you might be wondering what the US tourism landscape will look like in 2025. As a seasoned business owner, you know that the travel industry is changing fast, and understanding upcoming trends can help deliver the experiences your customers want. From sustainable tourism to wellness-focused trips, the way Americans travel is set to undergo some large shifts in the coming years.

In this report, you’ll find that US tourism trends for 2025 are all about personalization and meaningful experiences. Domestic tourism is expected to boom, while solo travel and cultural immersion gain popularity. Wellness tourism and eco-friendly options are also on the rise, reflecting a growing desire for trips that benefit both the traveler and the planet. Whether you run a theme park gift shop or manage a hotel, these insights into travel trends for 2025 and beyond will give you a head start on crafting unforgettable experiences for your future visitors and guests.

Domestic Travel Exceeds Pre-Pandemic Levels

Domestic travel is set to exceed pre-pandemic levels by 2025, driven by a renewed appreciation for local experiences. Americans are rediscovering the beauty of their own country, with a growing interest in exploring untouched landscapes and natural wonders. This shift is particularly pronounced among younger generations, especially teens, who are increasingly drawn to outdoor adventure programs. These programs offer exhilarating activities such as surfing, zip lining, hiking, and wildlife viewing, catering to a desire for authentic, nature-based experiences.

Road Trips and Regional Travel

The great American Road Trip continues its resurgence, embodying a spirit of freedom and flexibility that resonates with modern travelers. By 2030, domestic travel is projected to represent a staggering 70 percent of travel spending in the United States. Currently, the US holds the title of the world’s largest domestic travel market, though China is expected to claim this position in the coming years. The trend towards regional exploration is also gaining momentum, as travelers seek to uncover hidden gems closer to home.

To encourage domestic travel, it’s crucial to be aware of upcoming changes. Starting May 7, 2025, you’ll need a REAL ID-compliant driver’s license or state ID to board domestic flights and access certain federal facilities. This change aims to enhance security standards and may indirectly promote domestic tourism by ensuring smoother travel experiences within the country.

Shift Towards Sustainable and Responsible Travel

As we look at what’s happening in 2025, the growing trend towards sustainable and responsible travel isn’t slowing down. As of today, 83 percent of global travelers think sustainable travel is vital, 49 percent believe there aren’t enough options available. This shift reflects a heightened awareness of the environmental and social impacts of tourism.

Eco-friendly accommodations

We’re also seeing an increasing number of eco-friendly hotels in the United States. These establishments are not just following a trend; they’re responding to consumers’ growing concern over environmental issues. Many of these hotels have earned LEED certification, demonstrating their commitment to energy efficiency and ecological design. For example, some hotels use solar hot water systems and photovoltaic cells to generate a portion of their electricity. Others have implemented innovative practices like energy-efficient heating and cooling systems, LED lighting, and occupancy-based thermostat controls .

Carbon-neutral travel options

To address the carbon footprint of air travel, which accounts for about 2% of global CO2 emissions, some travel companies are taking bold steps. For instance, Natural Habitat Adventures has been the world’s first 100% carbon-neutral travel company since 2007. They offset not only the emissions from their adventures but also their travelers’ flights to and from global destinations. As of now, they’ve offset 68,093 tons of carbon dioxide, equivalent to 14,672 cars not being on the road for a year.

Support for local communities

Consumers are increasingly adopting responsible tourism practices, recognizing their potential to positively impact local economies. This behavior manifests in various ways, such as prioritizing local businesses for their purchases and services. By patronizing local establishments, travelers inject foreign income into communities and help maintain local economic circulation. Furthermore, there’s a growing trend of engaging with local tour guides, as travelers seek more authentic perspectives on local culture and history. This shift in consumer behavior reflects a broader awareness of tourism’s long-term effects, with many travelers consciously choosing actions that contribute to preserving a destination’s natural beauty and cultural heritage for future generations.

Focus on Health and Wellness Tourism

Medical tourism growth

We’re also keeping our eye on the medical tourism market booming in the coming years. By 2025, it’s expected to reach a staggering $182.00 billion, with about 88 million people traveling across borders for healthcare annually. This growth isn’t just about cosmetic procedures; it includes critical care treatments like oncology, cardiovascular, and neurology. The rise in medical travel is partly due to lower air travel costs, making it more affordable to seek treatment abroad.

Wellness retreats and spas

Wellness retreats and wellness tourism reach $720 billion in 2019. Wellness tourism and retreats offer consumers a chance to rejuvenate your body and spirit. These getaways typically feature a combination of yoga classes, nourishing meals, spa treatments, and meditation sessions, all designed to help participants relax, reconnect with themselves, and detoxify both physically and mentally.

Mental health-focused travel experiences

Travel has emerged as a powerful tool for enhancing mental health, offering a multifaceted approach to improving psychological well-being in our increasingly stressful world. These positive impacts on mental health are not fleeting; research suggests that the psychological benefits of travel can persist for up to five weeks after returning home, offering a prolonged boost to mood and overall mental state. As awareness of mental health issues continues to grow, travel is increasingly recognized not just as a leisure activity, but as a valuable investment in a person’s psychological well-being.

Emphasis on Authentic Cultural Experiences

Immersive local interactions

You’ll find that authentic cultural experiences are becoming increasingly popular in US tourism. By 2025, you can expect more opportunities to engage with local communities and traditions. About 40% of all tourism worldwide now focuses on cultural and historical travel. This trend allows you to dive deep into the heart of a destination, connecting with locals and witnessing centuries-old customs firsthand.

Food tourism and culinary adventures

Food tours are gaining traction as a way to explore local culture and flavors. You’ll have the chance to sample authentic dishes and even learn how to prepare them using traditional methods. For instance, Secret Food Tours now span 17 US cities, offering everything from Mexican-inspired cuisine in San Diego to classic Southern fare in Charleston.

Heritage and historical tourism

Historical sites and heritage tours are set to play a significant role in US tourism. You can immerse yourself in American history through experiences like visiting Civil War battlefields or exploring the National Mall in Washington, DC. [Millennials show particular interest in heritage travel, with 73% expressing a desire to visit cultural and historic places. These experiences offer you a chance to connect with the past and gain a deeper understanding of American culture and identity.

Impact of Climate Change on Tourism

Climate change is reshaping the tourism landscape, forcing you to rethink your travel plans. The tourism sector contributes significantly to greenhouse gas emissions, accounting for about 10% of global emissions. This impact is expected to grow, with tourism emissions forecast to increase by 25% between 2016 and 2030.

Adaptation of popular destinations

Rising temperatures are altering travel patterns. You might find yourself opting for cooler destinations or traveling during spring and autumn instead of summer . Coastal tourism, which accounts for over 60% of European holidays and 80% of US tourism revenues, faces significant challenges. Sea levels are rising 3.2 millimeters annually, threatening coastal attractions and infrastructure.

Rise of ‘last-chance’ tourism

A new trend called “last chance tourism” (LCT) has emerged. It involves visiting endangered destinations before they disappear. For instance, 70% of tourists surveyed at the Great Barrier Reef were motivated to see it “before it’s gone”. However, this trend creates a paradox: the increased tourism to these fragile sites contributes to their destruction.

Sustainable tourism initiatives

To address these challenges, the tourism industry is shifting towards sustainable practices. This includes limiting visitor numbers, banning polluting transport, and promoting renewable energy use. The goal is to balance economic growth with environmental conservation and cultural preservation, ensuring tourism remains a positive force for both people and the planet. As SmartFlyer notes:

“Ultimately, sustainable travel is about a lot of the things guests cannot see, but travelers can rest assured that their stay is not further contributing to single-use plastic use or food waste by booking with brands that have innovative practices and policies in place.”

Emergence of New Travel Demographics

Gen Z and Millennial preferences

We’ve also noticed a significant shift in travel demographics as Gen Z and Millennials take center stage. These younger generations are reshaping the travel industry with their unique preferences and values. Gen Z, estimated to have a global spending power of $140 billion, accounts for about 40% of all consumers. By 2025, Millennials and Gen Z will make up 45% of luxury sales. These young travelers seek authentic and immersive experiences, with 70% of American millennial and Gen Z travelers looking for unique adventures their friends haven’t considered. They value sustainability, with many choosing eco-friendly options. To cater to this tech-savvy generation, who spend an average of 10.6 hours per day online, travel brands must offer seamless digital experiences and mobile-friendly options .

Solo and small group travel

Solo travel is on the rise, especially among younger generations. A majority of travelers are interested in traveling alone, with 76% of Gen Z and Millennials open to solo adventures. The #solotravel hashtag has been used on Instagram over 9 million times, highlighting its popularity. Solo travelers often seek self-care, less hassle in planning, and opportunities to meet new people. Interestingly, while solo travel is gaining traction, group travel is also seeing growth. More high schools are planning student trips, and extended families are increasingly traveling together.

Multi-generational family trips

Multi-generational trips are becoming a rising travel trend. Families are finding it easier to spend quality time together while relaxing on vacation. When planning these trips, it’s crucial to choose destinations with diverse options for every age group. To make multi-generational trips successful, consider all-inclusive resorts or cruises to keep budgets in check. Renting villas or houses can provide more space and home-like conveniences for extended families. National parks, like Yellowstone, offer a range of activities suitable for all ages, from wildlife viewing to guided tours.

Rise of Technology-Driven Personalization

Technology is playing a bigger role in shaping consumer experiences. By 2025, artificial intelligence (AI) will be at the forefront of creating personalized travel experiences. AI-powered platforms will analyze your past travel behavior, social media activity, and real-time trends to create tailored itineraries. This shift is particularly evident among younger generations, with 53% of Gen Z and 57% of Millennials preferring personalized travel planning aided by AI tools.

Virtual reality (VR) and augmented reality (AR) will transform how consumers explore destinations and plan trips. Before booking, consumers are able to use VR for virtual destination previews, providing 360-degree views of hotels and attractions. Once at their destination, AR navigation tools will overlay digital information onto the physical world, making it easier to explore new cities. Smart tourism infrastructure will enhance your travel experience. Concepts like smart airports will integrate advanced technologies to streamline operations and reduce wait times. IoT-enabled luggage tags will allow you to track your bags throughout your journey, reducing stress associated with baggage handling.

Mobile-first booking platforms

We also see that mobile-first booking platforms are becoming the norm. With 98% of respondents having at least one paid video streaming subscription, it’s clear that subscription-based services are popular. This trend is extending to travel, with platforms like TravelPerk offering user-friendly interfaces for searching and booking travel services based on your preferences.

Last-minute travel trends

Last-minute travel is on the rise, driven by flexible booking options. TravelPerk’s FlexiPerk add-on allows people to cancel travel plans up to two hours before departure with a guaranteed 80% refund. This flexibility caters to the growing demand for spontaneous trips and changing travel plans.

Subscription-based travel services

Subscription-based travel services are gaining traction. Alaska Airlines’ Flight Pass, starting at just $49 per month, allows you to book round-trip tickets on eligible flights. For luxury travelers, Inspirato offers high-end accommodations starting at $2,500 per month. These services provide simplicity and value, with 87% of travel subscribers planning to increase or maintain their current subscription levels.

Shift in Accommodation Preferences

Growth of vacation rentals

We also see that vacation rentals are gaining popularity in the US. This market has been experiencing significant growth as travelers seek unique and personalized experiences. The flexibility, space, and amenities offered by vacation rentals cater to your desire for a home-away-from-home experience, making them an attractive alternative to traditional hotels. Airbnb noted this in 2023 when it started offering featured listings for those visiting National Parks.

Unique and boutique accommodations

For hotels that survived the pandemic, booking is back. For a charming getaway, consumers are considering swapping plastic keycards for brass skeleton keys at boutique hotels. These unique accommodations, often housed in restored historic buildings, offer a blend of luxury and character. From 1920s motor lodges to 19th-century mansions, consumers have a variety of options that transport them to glamorous eras of the past.

Eco-lodges and sustainable stays

As environmental awareness grows, eco-friendly accommodations are becoming increasingly popular. Many travelers are prioritizing sustainable stays, with 76% considering sustainability aspects when planning their trips. These eco-lodges and resorts not only reduce their carbon footprint but also focus on preserving the natural environment and empowering local communities. Giving guests the chance to enjoy luxury without sacrificing sustainability is an ingenious move on the part of these innovative properties.

Emerging Niche Markets

Space Tourism Possibilities

Consumers might soon find themselves booking a ticket to the stars. Space tourism is taking off, with private companies actively developing rockets and shuttles for commercial human spaceflight. By 2030, this market could reach $4 billion annually. Virgin Galactic, founded by Richard Branson, is leading the charge, offering suborbital flights for $450,000 per ticket. While still in its early stages, the space industry is projected to grow from $350.00 billion to $1.00 trillion by 2040.

Volunteer and Philanthropic Travel

A trend we particularly love is the rising popularity of volunteer tourism. Volunteer tourism is where visitors can contribute to environmental conservation, youth support, or community development projects. These experiences not only allow travelers to explore new places but also make a meaningful impact on local communities.

Educational and Skill-based Tourism

Another trend we’re watching with anticipation is the ability for travelers to combine learning with travel through educational tourism. This market is booming, expected to reach $304.30 billion by 2033. Travelers can participate in language immersion programs, attend international conferences, or explore outdoor education opportunities. Many universities and tourism organizations are collaborating to offer comprehensive educational experiences. These programs cater to diverse interests, from healthcare education to cultural heritage exploration, providing unique opportunities for personal and professional growth.

The Future is Bright

To wrap up, the US tourism landscape in 2025 looks set to be shaped by changing traveler preferences and evolving global trends. From a boom in domestic travel to a growing focus on sustainable and responsible tourism, the industry is adapting to meet new demands. The rise of unique experiences, wellness-focused trips, and technology-driven personalization are poised to transform how we plan and enjoy our getaways.

As we look ahead, it’s clear that the future of travel in the US is about more than just visiting new places. It’s about meaningful experiences, cultural immersion, and making a positive impact. There are infinite possibilities for tourism-based businesses to innovate, partner, and pivot in order to keep visitors and guests coming in.

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Macala Rose is a writer and researcher who specializes in consumer behavior. Her expertise has been published in the New York Times, Wall Street Journal, San Francisco Chronicle, and many more publications. When she’s not writing about consumer behavior or food, she can be found scouring for deals in antique shops or on the back of her horse. You can with her on LinkedIn at https://www.linkedin.com/in/macala or via https://www.maca.la.