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Travellers, today, are more curious, conscious, and purposeful as they seek discovery over destinations, wellness over weariness, and experiences over souvenirs.
Wellness tourism, focusing on digital detox and inner balance, has become popular among travellers.
The global tourism industry has grown into a $10 trillion giant – creating millions of jobs, connecting cultures, and powering economies. But the real excitement lies not just in its size, but in its transformation. Gone are the days of packaged tours and box-ticking itineraries. Today’s travellers are more curious, conscious, and purposeful as they are seeking discovery over destinations, wellness over weariness, and experiences over souvenirs.
Hidden Gems and the Rise of “Coolcations”
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Crowded tourist hotspots are losing appeal as travellers search for authenticity and calm. Remote towns, rural retreats, and natural parks are emerging as the new playgrounds.
“Travellers are choosing discovery over destination and are looking for quiet towns, local rituals, and undiscovered stories off the beaten track,” says Emma Le, Inbound Director, Thang Long Tours and Travel. She adds that “coolcations” spread tourism’s benefits while protecting authenticity. The trend is about small-scale, considerate journeys that preserve the soul of destinations.
Event-Led and Purposeful Itineraries
From global sporting tournaments to meteor showers, milestone-driven travel is surging. “People travel for experiences rather than simply checking the box. Event-driven travel is defined as purposeful and unforgettable. It connects local culture to a global moment,” explains Louis D’Souza, Managing Partner, Tamarind Global. These short, curated itineraries build urgency, layering unique cultural discovery on top of once-in-a-lifetime events.
Experience-First Travel: Beyond Trinkets
Travel is no longer about buying souvenirs. It’s about collecting moments. Immersive workshops, cultural stays, and experiential journeys have become the new luxury. “Today’s travellers buy transformation, not trinkets,” notes Rana Abu Alhala, CEO, Plan B Travel & Tourism. Experience-first travel is reshaping itineraries around emotion, learning, and storytelling, turning each trip into a personal milestone.
Wellness as a Core Travel Driver
Wellness travel has moved beyond spa weekends. Now it includes mental resets, stress escapes, sleep retreats, and nature immersions designed for long-term balance. “Wellness is no longer a sideline. It’s become core to why people travel,” says Mir Musa Baghirzade, Sales Director, Turalux. Destinations that prioritise holistic care and safety will build stronger traveller trust, while ensuring people return healthier than when they left.
Big Data, AI, and Personalisation Revolution
At the heart of modern travel lies data. Airlines, hotels, and booking platforms are using analytics to anticipate needs and personalise itineraries. “Great travel experiences are built on great data: preferences predicted, moments anticipated, and surprises mitigated,” explains Trishal Rao, Chief Sales Officer, SKIL Travel. Technology now enables bespoke journeys at scale by balancing efficiency with human touch.
Connectivity, Innovation, and Skillcations
Improved transport options – regional flights, high-speed rail, electric ferries – are shrinking distances and making niche destinations more accessible. Alongside this, skillcations are gaining momentum, blending rest with learning. “People increasingly want holidays that teach as well as restore,” says Leena Jhugroo, Managing Director, Travel Lounge Leisure & Tours Ltd. Be it culinary residencies, coding camps, or language immersion, travellers are embedding growth into their getaways.
For destinations, this shift means building resilient infrastructure and authentic experiences. For businesses, it calls for ethical data use and story-driven design. For travellers, it offers richer journeys with mindfulness about impact and seasonality. The future of travel is not just movement – it’s growth, healing, and connection.
Delhi, India, India
September 20, 2025, 14:34 IST
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