TORONTO — Pop culture is driving this year’s biggest travel trends, says Virtuoso, which has pinpointed key themes that will shape the industry in 2025.
The global network has leveraged insights from travel advisors, preferred partners and high-net-worth clientele to identify the year’s emerging travel trends.
One of the most significant trends is “Reel Roaming,” a phenomenon fuelled by the popularity of film and television locations. Following the success of The White Lotus Season 2 in October 2022, Sicily saw a 424% surge in travel bookings. Similarly, luxury travel to Thailand is on the rise in 2025 following the debut of Season 3, with bookings from U.S. travellers up by 41% and the average daily rate increasing by 10%.
Polar safaris, dubbed “Blizzard Beasts Travel,” are also gaining traction, offering unique wildlife encounters in remote destinations. Travellers seeking extraordinary experiences can witness penguins in Antarctica, polar bears in South Georgia and narwhals in Canada. These journeys also contribute to critical conservation efforts, making them both impactful and rewarding for adventurers.
Solo travel remains a strong trend, particularly among women. Virtuoso data shows that 71% of solo travellers are female, and they are increasingly embracing experiences traditionally enjoyed in groups, such as cruising. Cruise lines are responding to this demand by offering special deals, dedicated hosts and social activities designed for solo travellers, making it easier to connect with like-minded explorers while maintaining independence.
Pet-friendly travel is also on the rise, with luxury airlines and hotels enhancing their offerings for furry companions. From high-end accommodations to first-class travel options, pet owners are investing in ensuring their pets travel in comfort, whether for weekend getaways or international trips.
Sustainability continues to be a priority for travellers, with 26% of Virtuoso advisors reporting that their clients are actively seeking ways to reduce their carbon footprint. A recent survey found that 59% of Virtuoso travellers are willing to pay more for responsible travel if they can see how their money is being used. Travel advisors are playing a key role in guiding clients toward sustainable options that align with their values, helping them make a positive impact while enjoying luxurious experiences.
Top Destinations for Summer 2025
Europe remains the dominant summer destination, though travellers are increasingly looking beyond the usual hotspots. The UK countryside experienced a 173% increase in sales last year, while Portugal’s Algarve region saw a 110% rise. The Athenian Riviera is also surging in popularity, with hotel average daily rates climbing by 132%, indicating high demand.
The “cool-cation” trend, which favours destinations with moderate summer climates, continues to influence travel choices. Scandinavia, Iceland, Denmark, Finland, Norway and Sweden have collectively seen a 263% year-over-year increase in summer bookings.
Traditional ski destinations are also attracting summer visitors, with Courchevel experiencing a 132% rise in sales, St. Moritz up by 153% and Val-d’Isère surging by an impressive 457%.
Among the fastest-growing destinations in Europe, Slovenia leads with a 473% increase in bookings for June, July and August. Other emerging hotspots include Croatia (+356%), Malta (+108%), Montenegro (+24%), Turkey (+272%), Austria (+254%), Czech Republic (+309%), Germany (+59%), and Hungary (+143%).
