Five Emerging Trends Transforming Tourism

The tourism sector is evolving rapidly, driven by shifts that emphasize sustainability, authenticity, advanced technology, and new ways to experience travel. These five emerging trends are leading this transformation, offering travelers and tourism professionals fresh horizons to explore and communicate.

1. Alternative and Less Crowded Destinations

Travelers increasingly seek to escape the crowds and discover unique experiences in less saturated destinations. This trend meets the demand for genuine connection with the environment and aims to avoid overtourism, promoting equitable and sustainable tourism.

Some compelling examples include the Amazon and Pantanal in Brazil, rich in biodiversity and ideal for conscious ecotourism, and Kuelap in Peru, an archaeological site less visited than Machu Picchu that offers a living ancestral culture. In Iceland, Akureyri provides a peaceful alternative to more visited cities, surrounded by pristine nature, while Indonesia's Sumba offers authentic beaches and culture in contrast to crowded Bali. Asia also presents Penang in Malaysia with its colonial heritage and diverse gastronomy, and Greece's Koufonisia, a tranquil island with crystal-clear beaches away from the mass tourism of the Cyclades.

This geographical variety enriches the offer, connecting with travelers who value sustainable and authentic experiences.

2. Cultural Immersion Tourism

Travelers seek deep experiences that connect them with local culture, gastronomy, and daily life. Over 70% of young travelers, especially millennials and Gen Z, prefer to interact with communities and participate in festivals, cooking classes, or traditional activities that make travel meaningful and authentic.

Iconic destinations fostering this conscious tourism include France, Italy, Spain, Turkey, Mexico, and Japan. Places where history and cultural heritage take center stage.

3. More Conscious and Sustainable Tourism

Demand for responsible travel that minimizes environmental and social impact continues to rise. Growing modalities such as botanical tourism, birdwatching, and regenerative tourism aim to leave positive impacts on the visited sites.

Leading companies driving this transformation include Lindblad Expeditions, which specializes in scientific ecotourism with expeditions to remote areas like Antarctica, and Intrepid Travel, which promotes small group trips with local guides, environmental care, and community empowerment.

This approach encourages conservation and social justice, keys to the future of tourism.

4. Advanced Use of Technology in Tourism and Hospitality

Artificial intelligence (AI), automation, and real-time personalization are revolutionizing the tourist experience and hotel management.

Companies like Canary Technologies are leading this transformation by using AI to optimize resources and predictive maintenance in hotels, partnering with major chains including Marriott, Four Seasons, IHG, and Starwood. The increasing use of AI to personalize guest experiences, improve energy efficiency, and automate services represents one of the key trends shaping 2025.

Digitalization enhances comfort, sustainability, and operational efficiency in the sector.

5. New Ways of Traveling

Emerging travel styles prioritize wellbeing, authenticity, and sustainability, reflecting changing traveler profiles and motivations. These include MeMooners, young women traveling solo seeking enriching and safe experiences, and Silent and Slow Tourism, which emphasizes conscious, unhurried enjoyment of destinations. Regenerative Tourism focuses on trips that actively contribute to restoring natural and social environments, while Workcation combines remote work with leisure stays. Seasonal Decongestion encourages traveling off-peak to enjoy more genuine and less impactful visits, and Wellness 360º encompasses activities promoting physical, mental, and emotional health through natural resources and holistic therapies.

These trends reflect tourism's transformation into a more conscious, technological, and wellbeing-oriented model. Embracing them is essential for professionals and travelers aiming to contribute positively and experience meaningful journeys.

If you need professional support to design marketing strategies that leverage these trends, I would be happy to help you take the next step.

Marian Gomez


Marian Gomez Consulting
Fractional Chief Marketing Officer & Strategy Consultant
Boutique Agency | Hospitality, Tourism & Wellness Industry
www.mariangomez.com

Social Responsibility in Summer: A Moment to Rethink Tourism and Wellness with a Regenerative Purpose

More Than Marketing: The Authenticity Your Brand Needs

Corporate social responsibility cannot be just a pretty slogan or a simple checklist. For hotels, resorts, and wellness centers—industries intimately tied to nature and human well-being—CSR must be embedded in the very DNA of strategy and decision-making.

How many times have you seen ecological promises that seem superficial? Greenwashing not only damages reputation but also erodes trust among clients, investors, and teams. That’s why coherence and courage to align words with actions are the true differentiators.

From Mitigation to Regeneration: The New Horizon for the Industry

Today, merely avoiding harm or consuming less is no longer enough. The standard has changed and challenges us to go beyond: to regenerate. To restore ecosystems, strengthen local communities, and innovate to close loops, making sure every action gives more than it takes.

What if instead of only caring, we sought to leave our destinations better than we found them? That is regeneration: an active commitment to positive transformation.

What Does Regeneration Mean in Practice?

Regenerative strategies in tourism can be summarized in five inspiring and actionable focus areas:

1. Rehabilitation and restoration of terrestrial habitats

2. Marine regeneration and ocean protection

3. Partnerships with local communities and authentic cultural respect

4. Zero Waste and responsible food management

5. Circular operations and holistic well-being (employees and community)

Leading the Way

Bambu Indah (Bali): Holistic Regeneration and Living Architecture.
This innovative project uses local bamboo and reclaimed wood to build sustainable structures, integrates permaculture that provides food for onsite consumption, and employs natural water filtration systems. It also trains staff and guests in sustainability with initiatives like “trash walks,” fostering a direct connection to an authentic regenerative living experience.

Radisson Net Zero (Manchester & Oslo): Certified Zero Emissions Hotels
Both hotels operate 100% on renewable energy and are independently certified Net Zero for scope 1, 2, and 3 emissions. They stand out for responsible supply chains using regenerative agriculture products and digital, efficient waste management, all without compromising comfort or premium guest experiences.

The Brando (French Polynesia): A Restored and Self-Sufficient Ecosystem
A pioneer in energy self-sufficiency (70% solar plus generators powered by locally produced coconut oil) and deep seawater air conditioning (SWAC) systems drastically reducing energy consumption. They recycle 100% of wastewater, protect island biodiversity, offer educational experiences on conservation and sustainability, and hold LEED Platinum certification.

Singapore: Marine Regeneration and Civic Awareness
Beyond hotels, regeneration encompasses oceans. Singapore is a stellar example, not only for urban green integration but also for ambitious coral reef restoration projects. Through initiatives restoring reefs, educating residents and visitors right on its beaches, and supported by corporate partners, Singapore shows how marine regeneration can engage and inspire an entire metropolitan community.

Zero Waste in Hotels: Innovation in Food Management
Chains like Six Senses and many leading independent hotels implement Zero Waste policies in food management. From precise demand forecasting to reduce surplus, transforming leftovers into compost, and donating edible excess, these programs minimize waste, optimize costs, and enhance reputation. Offering creative, seasonal menus based on locally sourced products, alongside staff and guest training, reinforces the commitment to conscious and circular hospitality.

These initiatives demonstrate that luxury hospitality and advanced sustainability can go hand in hand, combining terrestrial and marine regeneration, radical waste reduction, and genuine well-being where every action counts, and each project can leave a real positive impact.

The opportunity to leave a positive legacy is here with passion, strategy, and action. Let’s talk and make your project an inspiring, transformative example.

Marian Gomez


Marian Gomez Consulting
Fractional Chief Marketing Officer & Strategy Consultant
Boutique Agency | Hospitality, Tourism & Wellness Industry
www.mariangomez.com