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Viral travel trends that inspired and captivated travel behaviour in 2025 reshaped the way people explored the world. From discovering cities after dark to tracing iconic film and TV locations, travellers sought experiences that went beyond the ordinary. Experiential journeys—from hands-on cooking workshops to immersive food tours—offered authentic connections to local cultures. Sustainability, wellness, and AI-powered itinerary planning became essential elements of modern travel, while the search for unique local crafts and meaningful souvenirs continued to grow. These viral travel trends didn’t just dictate destinations; they transformed how people planned, experienced, and remembered their trips, blending curiosity, creativity, and conscious choices into every journey.
In 2025, noctourism has emerged as a fascinating travel trend, inviting travellers to experience destinations in a new light. From stargazing and moonlit hikes to night markets and illuminated heritage tours, it offers unique opportunities to connect with culture, nature, and local life after the sun sets.
Why It’s Captivating
Noctourism captivates because it reveals hidden beauty, provides adventure and serenity, and allows travellers to escape daytime crowds. By experiencing the quieter rhythms of a destination, visitors gain intimate insights into local traditions, nocturnal wildlife, and landscapes transformed under the stars.
Where to Experience It
Highlights include exploring Hoi An’s serene canals, safari drives in African national parks, viewing the Northern Lights in remote locations, and wandering the historic streets of Rome or Kyoto under lamplight.
Set-jetting is a 2025 travel trend where fans visit the real-world locations of their favourite movies and TV shows. From bustling cities to remote landscapes, travellers immerse themselves in the settings that brought beloved stories to life, blending pop culture with adventure.
Why It’s Captivating
Set-jetting allows visitors to feel a deeper connection to narratives and characters while discovering unique, off-the-beaten-path destinations. It combines cultural exploration with the thrill of stepping into iconic scenes, offering both adventure and a sense of nostalgia. Social media amplifies the appeal, as travellers share their experiences with followers, creating a global community of fans on the move.
Where to Experience It
Highlights include the 'Game of Thrones' locations across Europe, Parisian streets from 'Emily in Paris,' and countless other iconic filming sites around the world.
Experiential travel in 2025 goes beyond sightseeing, inviting travellers to actively engage with local cultures. From cooking classes and craft workshops to food tours and festivals, it offers authentic, hands-on experiences that create personal growth and meaningful connections.
Why It’s Captivating
This approach allows travellers to move past crowded tourist hotspots, fostering deep cultural immersion and memorable stories. By participating in daily life, learning local skills, and exploring traditions, visitors gain unique perspectives while supporting communities. Social media and online platforms amplify these experiences, inspiring a younger generation to seek connection, authenticity, and transformative journeys rather than passive tourism.
Where To Experience It
Highlights include farm-to-table cooking in Italy, traditional craft workshops in Morocco, cultural festivals in India, and immersive nature and adventure activities across national parks worldwide.
Bookish travel in 2025 invites readers to step into the worlds of their favourite novels. From wandering Edinburgh like Harry Potter fans to exploring ACOTAR’s fairytale landscapes or visiting Hemingway’s Havana, travellers immerse themselves in the stories they love, blending literature with real-world exploration.
Why It’s Captivating
This trend allows travellers to connect deeply with beloved stories, experience authentic atmospheres, and uncover unique, off-the-beaten-path locations. Social media, particularly #BookTok, has amplified literary travel, inspiring younger audiences to turn books into tangible adventures and share experiences with a global community.
Where To Experience It
Popular destinations include Tolkien’s Middle-earth in New Zealand, Joyce’s Dublin, Parisian literary haunts, Edinburgh’s Harry Potter sites, and curated BookTok-inspired tours and festivals worldwide.
Blended travel has become a defining trend in 2025, allowing professionals to extend business trips into mini-vacations. By combining work commitments with leisure, travellers can explore local culture, dine at iconic restaurants, and relax, making the most of time away while maintaining productivity.
Why It’s Captivating
Blended travel offers a better work-life balance, cost-effective travel, and deeper connections with both cities and colleagues. It transforms routine trips into meaningful experiences, allowing travellers to enjoy mindful exploration, cultural immersion, and even wellness escapes without taking extra vacation days.
Where to Experience It
Top destinations include Singapore, Dubai, Barcelona, and New York City. Activities range from gastronomy tours and iconic cultural sites like Gardens by the Bay to wellness retreats and exploring local neighbourhoods during evenings or weekends.
In 2025, AI has redefined travel planning, offering high-quality, thoughtfully curated itineraries rather than the generic suggestions often dismissed as “AI slop.” By analysing user interests, budgets, past trips, and preferences, AI crafts dynamic, context-aware plans tailored to solo travellers, families, or groups seeking meaningful experiences.
Why It’s Captivating
This isn’t random automation—AI provides hyper-personalisation, smart budgeting, and real-time adaptation, suggesting activities, dining, and accommodations that truly match the traveller’s profile. It responds instantly to delays, weather, or events, saving time while creating seamless, relevant, and memorable journeys.
Where It Shines
Ideal for customised city breaks, multi-destination adventures, cultural explorations, and wellness trips, AI ensures every moment is optimised for quality, efficiency, and unique experiences.
What were the biggest travel trends in 2025?
The year saw travellers drawn to immersive and meaningful experiences, including noctourism (night travel), set-jetting (visiting film/TV locations), experiential travel (hands-on cultural activities), bookish travel inspired by #BookTok, blended trips combining business and leisure, and AI-powered personalised planning.
Why did these trends become popular?
Travellers sought authenticity, deeper cultural connections, unique experiences, work-life balance, and the efficiency and personalisation offered by technology—all amplified by social media and streaming culture.
Are these trends suitable for all types of travellers?
Yes. Whether you’re a solo adventurer, family, remote worker, or pop-culture fan, there’s a trend to match your style, interests, and pace.
How can I experience these trends?
Examples include stargazing or night markets (noctourism), touring Game of Thrones or Harry Potter locations (set-jetting), joining cooking workshops or craft classes (experiential travel), visiting literary sites like Dublin or Edinburgh (bookish travel), extending work trips into mini-vacations (blended trips), and using AI for fully personalised itineraries.
How do I choose which trend suits me?
Consider your interests, travel goals, and time. If you crave culture, try experiential or bookish travel; if you want adventure, noctourism or set-jetting; for efficiency and balance, blended trips or AI-assisted planning offer maximum impact.
