What's Hot for 2025
2025 is all about delving deeper and traveling slower, from emerging destinations such as China, the islands of Europe, to North West Australia and the Baja Peninsula, we’re celebrating under-explored regions and focusing on how the journey shapes the adventure.
Trends for 2025
Remote experiences
Underpinned by a growing interest in remote experiences, our guests are more eager than ever to step out of their comfort zone, and use travel as a medium for discovery, deep immersion and transformation. A benefit of exploring uncharted regions is pristine, untouched landscapes - as seen in the increased interest in Australia's Northern Territory’s evocative scenery, dramatic rock formations and waterfalls, as well as the opportunity to learn from the region’s Aboriginal communities; the oldest, continuous living culture on earth.
Changing seasonality
We have witnessed the peak safari travel month shift from December to March as affordability and unreliable weather renders seasonality less relevant than ever.
According to Bjorn Behlert, Senior Africa Travel Specialist: “Our guests are shifting their focus away from the ‘best’ locations and focusing on unique, off-the-beaten-path experiences and fewer crowds. Throughout my 35 years in the safari industry, I’ve found that time is increasingly vital to our US guests, leading to a demand for private charters and reserves, as well as specialist guides to maximize time on the ground."
Gig-Tripping
Across the United States, we’ve seen a surge in ‘Gig-Tripping’ - a rising trend seeing passionate fans traveling the Americas and beyond to catch their favorite artists, athletes, and performers live. Whether it's iconic sporting events like the Super Bowl, F1 or the Monaco Grand Prix, or blockbuster music experiences. According to Casey Holt, Scott Dunn Private Sales and Service Manager, it has meant travel planning now includes custom-made ticket packages - curated trips combining top-tier sporting events or major concerts with luxury accommodations, VIP hospitality, and unforgettable splurges, such as private suites.
Gig-Tripping blends music or sports fandom with travel, encouraging fans to explore new destinations while indulging in the ultimate event experience. Whether it's chasing down a show in Las Vegas or cheering courtside at the French Open, Scott Dunn’s seamless logistics and expert knowledge ensure a once-in-a lifetime journey tailored to passionate travelers.
Authentic Wildlife experiences
Lodges and ranches are also all the rage as American travelers seek out authentic wildlife experiences on their home soil. Angela Malek, North America expert, says destinations such as Jackson Hole, Yellowstone, and even Vancouver Island are becoming more appealing for an escape that introduces guests to new natural marvels. Lodges comprised 60% of all North America bookings last year, increasing this number by 46% from the year prior, with the flexibility of flying, boating, or driving into some of these destinations.
Destinations to watch in 2025
Emerging destinations in 2025
Morocco's Imperial Cities
Following the September 2023 earthquake in the Atlas mountains, Charlotte Brook, Destination Manager for Morocco emphasises the importance of supporting the country’s resilient communities: “With tourism so integral to Morocco's economy, conveying the message ‘it's safe to travel here’ is imperative”.
Our itineraries go beyond just Marrakech, showcasing the country’s Imperial cities with a host of hotel openings including Royal Mansour Casablanca, Four Seasons Rabat, La Fiermontina Ocean near Tangier, and the recovering Atlas mountains where Kasbah Tamadot is reopen with brand new Riads.
Islands of East Africa
We predict an exciting year for the islands of East Africa, with the opening of newly renovated andBeyond Mnemba Island in Zanzibar and Voaara in Madagascar, as well as Aqua Expeditions’ new luxury yacht due to set sail around the Seychelles’ remote Aldabra islands next December.
Northern Kenya
In the world of African safari, Ali Holman, Destination Manager for Africa & Wildlife, observes "privacy and sustainable tourism have become top priorities for travelers, meaning guests are pivoting to less-crowded regions like Northern Kenya for truly exclusive experiences, such as helicopter adventures over the Great Rift Valley and fly camping with Andrew Francombe from Ol Malo.”
Australia’s North West
According to Ellen Fraser, Senior Travel Specialist for Australia and Asia: “The Kimberley and the Northern Territory are redefining Australia’s tourism landscape. Isolated yet beautiful, these special regions offer a distinctively new perspective to the classic trip ‘down under’”.
Fraser recommends the Paspaley Pearl boutique expedition cruise by Ponant, which sails through The Kimberley, hosted by expert naturalist guides. With cruises that vary from 12 cabins to larger boats to suit every kind of traveler, guests will delve into unique tidal phenomena, meet the world’s largest living reptile, explore only two ‘Horizontal Falls’ on the planet, as well as the world’s largest inshore reef, undisturbed mangrove forests, wild rivers, and important turtle breeding colonies.
Southwest China
We have seen major growth in bookings to China, up 400% globally in 2024. According to Simon Lynch, Global Product & Strategy Director, “our guests are increasingly looking for alternatives to Japan. China appears to be turning a corner, attracting visitors who want to get under the skin of its recent transformation.”
Yunnan is a melting pot of ancient history, rich cultures and spectacular natural beauty. On our Active China itinerary, guests can trek through the magnificent Tiger Leaping Gorge, unearth the secrets of Lijiang old town, learn about the customs and folklore of the local tribespeople of Dali and revel in the natural beauty of the mountains and grasslands of Shangri La, on the edge of the Tibetan plateau.
Scandinavian Summer
‘Coolcationing’ continues to influence where we travel, we witnessed a 26% rise in bookings for Finland and Norway travel this past summer. The allure of temperatures in the low-70s and fewer tourists leads Delphine Combes, Destination Manager for Northern Europe to confirm “Scandinavian summer is not just a passing trend, but now a perennial favourite.”
France
Not forgetting southern Europe, Combes adds: “a spruced-up post-Olympics Paris is at the top of our guests’ wishlists in 2025, combined with an extended sojourn in the French Riviera where unseasonably warm weather is seeing hotels stay open right through the winter months. The newly opened Arev St Tropez is a hidden gem and combines nicely with a stay at this year's biggest opening, Hotel du Couvent in Nice.
Sardinia
Livia Angelini, Senior Europe Travel Specialist has Sardinia on her radar: “Delve into the charm of local villages with a stroll through Porto Cervo, Porto Rotondo, and smaller gems like Portisco, San Pantaleo, and Cannigione. A favorite summer spot for Italian locals, Sardinia's northern coast offers quaint, authentic stays along with highly anticipated luxury hotel openings, including Cheval Blanc’s Pitrizza and Rocco Forte’s Porto Cervo, set to open in 2026.”
Greenland’s High Arctic
'Eclipse chasing' has grown in popularity, with travelers venturing across the globe to experience these rare celestial events. Looking ahead, we predict Greenland’s High Arctic will be the new cool-cation hotspot, with the 2026 Total Solar Eclipse visible from the region’s remote, light-pollution-free shores.
Grant Greenham, Polar Travel Specialist recommends joining an eclipse-viewing expedition cruise to experience the full splendour of this natural wonder. “Greenland is quite simply the most incredible travel experience I have ever had, surpassing even Antarctica and Svalbard. I could never have prepared myself for the scale of awesome scenery as well as the variety of experiences from one location to the next.”
Baja California Sur Peninsula
Demand for Mexico has jumped in the US market this year, driven mainly by families with teenagers seeking adventure, great food, and relaxation all in one trip. According to Kira McNeil, Latin America Travel Specialist, it’s the lesser-explored regions of the Baja California Sur Peninsula - opposed to the typical heavyweights - on our radar.
Kira recommends beginning in the vibrant capital of La Paz and exploring nearby Todos Santos, “a relaxed surf town with stylish boutique hotels and art galleries,” recognized as a ‘Pueblo Mágico,’ one of Mexico’s officially designated ‘magical towns.’ From there, "set sail to experience the captivating wildlife of Isla Espiritu Santo, coined the ‘Galapagos of Mexico,’ to swim alongside seals, whale sharks, and glamp on untouched beaches. There are multiple direct flights from LAX to La Paz every week (and direct flights from most major US airports to Cabo, which is ~2 hours from La Paz),"
Scotland & Ireland
Exploring beyond England in the United Kingdom, travelers are heading to Scotland and Ireland for its exciting world events taking place in 2025. In July, the Scottish Open in Inverness and The Tall Ships Race in Aberdeen will bring in golf and nautical enthusiasts alike. In Ireland, the Dublin International Film Festival in February is set to draw film buffs in the masses to attend exclusive screenings, industry panels with the most beloved actors in Ireland and worldwide.
Jackie Roth, Scott Dunn Private Travel Manager, credits the increased interest in Ireland to several practical points that ease the travel process: service from Aer Lingus across 18 hubs in North America has been hugely influential, as well as, the useful ‘US Pre-clearance’ making travels back to the States swift and efficient at domestic terminals.”
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