Lemongrass reveals trends shaping 2025 in tourism

Transformation and sustainability are among them

Travel and tourism industry is witnessing significant shifts in traveller behaviour and industry practices.  

Lemongrass, a B Corp-certified PR and content agency for travel brands, has released its Annual Travel Trend Report 2025 that details the top trends for global travel in 2024. 

The report features commentary from a host of travel media experts and insight from leading industry changemakers.  

From the backlash against over-tourism, to the rise of Frontier Travel and the ‘Tofu Tourism’ movement, the travel trends identified by Lemongrass not only reflect current societal shifts but also a glimpse into the future of travel.

The report concludes with certainty that travel is always changing, and it is inherently intertwined in societal-level issues and movements. 

The top 10 trends revealed in the report include Destinations responding to the fallout of poorly planned tourism, travellers going where no one has gone before, "epic" overland train expeditions, ethical, transformation holidays and coming in fifth is the ongoing luxury vs sustainability struggle.

The final top five include the ripple effects of redefining seasonality, fans ignite event tourism, getaways that ground people to earth, tech medicine and agritourism. 

Tara Schwenk, head of content marketing and search of Lemongrass, said: “Our 2025 Travel Trends report paints a picture of an industry in transition, where sustainability, ethical considerations, and a desire for authentic experiences are at the forefront of traveller’s minds.  

"As the global tourism landscape continues to evolve, it’s clear that these trends are not just fleeting fads but indicative of a broader shift towards more responsible and intentional travel. 

"Positively, the travel industry is increasingly responding with action, which is crucial in shaping the future of global tourism, ensuring that it remains a force for good in the years to come.”