“In 2025, Asia won’t just be a destination; it will be a global trendsetter. After a year where change has become the backdrop to daily life, travelers are seeking a deeper connection to people and places more than ever” – Daniel Batchelor, Vice President, Global Corporate Marketing & Communications at Amadeus
Amadeus, a global leader in travel technology has announced the findings of its much-anticipated Travel Trends for 2025 report, in collaboration with travel forecasting agency Globetrender. The report highlights five transformative trends poised to shape the future of global travel, with Asia playing a pivotal role in driving innovation and growth in the tourism sector.
After years of restricted travel, travelers are excited to rediscover Asia’s cultural treasures. China is opening its doors to millions by expanding visa-free travel, while Thailand’s new digital nomad visas and broader visa-free program for 93 countries are set to attract a global audience. Pop culture is also driving interest, with the upcoming season of The White Lotus set in Thailand, Squid Game season two expected to boost travel to South Korea, and renewed curiosity about Japan’s history inspired by the TV series Shōgun. Adding to this momentum, Iberia has recently launched direct flights between Madrid and Tokyo, making it easier than ever for travelers to explore Japan.
Over the next 15 years, IATA predicts that Asia Pacific will record the fastest rise in passenger numbers and contribute to more than half of the net increase in global passenger numbers by 2043. Amadeus data reflects this momentum as outbound travel from Chengdu, China, surged 66% to 35.2 million passengers from 2016 to 2023, while Guangzhou grew 20%. Delhi also saw a 31% rise with over 30 million outbound passengers in 2023.
Nostalgia is fueling the rise of “new heydays,” with the past taking center stage. From the comeback of 90s films and CDs to Gen Z’s love for digital cameras, culture is embracing the retro everywhere you look. In travel, adults are seeking to relive gap years, distant honeymoons and childhood dreams – for example, Airbnb listed a Polly Pocket-inspired rental – and U.S. travelers are flocking back to Miami, a “Miami Vice” era hotspot.
As millennials enter middle age, we will see the revival of the classic caravan and camping holiday. Eurocamp is seeing a huge rise in bookings, with 2024 shaping up to be its best year in five decades. In the U.S., adult summer camps are also booming, with Club Getaway reporting a 9% jump in revenue from its adult segments in 2024 compared to 2023.
In 2025, air travel will reach new heights of personalization, blending smart tech with customized in-flight experiences. Although many passengers consume content on their own devices, airlines are upping the ante by combining algorithmic entertainment with hyper-personalized in-flight systems that deliver box-fresh content – from movies and TV series to adverts and things to buy – that are tailored to the individual flyer, based on their historic preferences [as loyalty scheme members]. With high-speed Wi-Fi from providers like SpaceX’s Starlink now available, passengers can stream their favorite content mid-flight just as effortlessly as they would at home. The airlines can also be seen increasingly loaning VR headsets to passengers in first and business class – in 2024, premium airline start-up Beond began handing out Apple Vision Pros to people flying its Maldives route.
In 2025, hotels are set to make headlines by evolving into destinations in their own right—immersing guests in the local culture, history, and natural beauty of their surroundings. In APAC, trailblazing properties like Capella Ubud in Bali, with its rainforest luxury tents, and The Temple House in Chengdu, which fuses Qing dynasty architecture with modern design, are leading the way. Hoshinoya Tokyo reinterprets the traditional Japanese ryokan experience with tatami rooms and tea ceremonies, while heritage gems like Neemrana Fort Palace in India, a 15th-century fortress turned luxury retreat, and the Eastern & Oriental Hotel in Penang, Malaysia, celebrated for its colonial elegance, offer authentic cultural and historical experiences in breathtaking settings. These unique stays are redefining what it means to travel.
Facing digital fatigue, travelers are closing their apps and opening their passports, using travel to make new friends and even find romance in real life. According to Amadeus booking data, solo leisure travel soared by 15.6% in 2023 compared to the previous year, with a further 9.2% rise so far in 2024.
The 2025 trends report predicts a wave of group and solo adventures designed to spark genuine connections. This is prompting the rise of apps such as ‘Hello Strangers’, which organizes dinners with five strangers, carefully selected through personality-matching algorithms, and PlateCulture, which offers travelers the chance to savor authentic local cuisine in the homes of local hosts. Festival tourism is on the rise in APAC, offering travelers opportunities to connect over shared cultural and social interests. Events like the Bali Arts Festival in Indonesia and the Holi Festival in India attract both locals and international visitors, fostering communal experiences and cultural exchange.
Daniel Batchelor, Vice President, Global Corporate Marketing & Communications at Amadeus, explains, “Asia isn’t just recovering; it’s redefining itself. Travelers are drawn to the region’s unique ability to balance timeless cultural traditions with modern innovation. In 2025, Asia won’t just be a destination; it will be a global trendsetter. After a year where change has become the backdrop to daily life, travelers are seeking a deeper connection to people and places more than ever.” said.
Batchelor continued, “We’ll see a blend of old favorites and new immersive experiences, with one-of-a-kind stays putting destinations on the map. Asia is set for a tourism revival, while we are also seeing a rise in spontaneous solo travel, as people seek more off-screen, authentic experiences”.
Jenny Southan, founder and CEO of Globetrender, added, “It is important to predict the changing ways people are exploring the world, and the forces of influence that are determining their decisions. Partnering with Amadeus in producing this 2025 Travel Trends report means that together we can help businesses successfully anticipate the needs and demands of tomorrow’s travelers. For consumers themselves, who are under pressure to keep finding joy in a volatile world, it is no surprise to see people looking to the ‘good old days’ when life was simpler, and turning to traditional means of making human connections, in spite of the ascent of artificial intelligence and other sci-fi technology.”
