No longer are trips following a set pattern, young people are redefining travel trends with personalized, unique and sustainable experiences supported by digital technology. Let's explore with Travellive the prominent trends that are expected to "take over" in 2025, so you can plan meaningful and memorable trips.

Have you ever dreamed of chasing the Northern Lights, seeing the world’s largest icebergs, surfing in Bali, or simply hunting for “unique” secondhand items in a foreign city? The world of travel is opening new doors, promising to bring you unforgettable experiences in 2025.

According to Booking.com's "Travel Trends" report released on November 28, 2024, the tourism industry is rapidly changing in terms of traveler behavior and mindset. Young people, especially Millennials and Gen Z, are driving the trend of personalized, sustainable and unique travel. 2025 - Say goodbye to familiar things, discover new experiences.

Not only limited to daytime activities, nighttime travel is becoming one of the trends that receives a lot of attention from tourists on their trips. From stargazing in beautiful natural scenery to journeys to hunt the Milky Way, watch meteor showers, solar eclipses...

Booking.com’s survey results show that Vietnamese tourists are looking for unique experiences under the night sky. Of these, 85% of Vietnamese tourists want to admire the beauty of the stars and the Milky Way, while 74% want to explore the universe and 70% are interested in rare astronomical phenomena such as eclipses, comets, auroras, etc.

Deloitte's 2024 Summer Travel Survey found that a surge in special events and activities was the driving force for trips in 2024 compared to 2023 and 2022. During the US solar eclipse, spending at hotels in the path of the total eclipse increased by 71%, according to Mastercard Economic Institute.

In Vietnam, 74% of tourists surveyed said they prioritize finding quiet places with little light pollution to fully enjoy the natural beauty.

Astronomical phenomena have become the driving force for an introvert like Tran Hai Huy Truong (HCMC) to make trips to remote lands - where there is less light pollution to admire the night sky and take photos of celestial objects. "My passion for astronomical phenomena takes me to new lands, learning many interesting things. In particular, taking photos alone in remote wilderness places at night also gives me a different experience of these places," Truong shared.

Unlike the experience of sightseeing and sightseeing during the day, nighttime astronomy travel brings a feeling of both excitement and fear, when you have to move in the dark and sometimes stay up all night. In 2025, Huy Truong plans to go to the Himalayas in Nepal to watch the stars on snowy mountains and explore the Atacama Desert in Chile - where many astronomical observatories are located.

In addition, some young people choose to travel at night because this is the time that gives them the opportunity to see and explore a different perspective of the destination, experience unique activities, and enjoy cuisine at restaurants that only open at night. 76% of tourists said they choose to travel at night because they prioritize cool weather and avoid harsh sunlight to protect their health and skin.

During a trip to Da Lat in early December 2024, Thais Pimentel (a Portuguese tourist) "got lost" in the secondhand goods paradise at Da Lat market.

“I found this place on TikTok so I decided to stop by to see what was interesting. When I arrived, I was really overwhelmed by the diverse stalls selling clothes, shoes, and bags. The products were not only beautiful and new, but the prices were also surprisingly cheap, making it impossible for me to resist buying a few items,” she shared.

Vintage travel is becoming increasingly popular among travelers who love vintage style and are committed to sustainability. Many travelers are willing to spend a few hours, or even a few days, becoming “trash hunters” at their destinations. According to the “Travel Trends” report, 82% of travelers have bought second-hand items while traveling abroad, and 53% said they would visit second-hand stores on a future vacation.

With 83% of survey respondents expressing a desire to tighten their spending to optimize their travel experience, finding bargains on secondhand items has become an exciting and important element of every trip.

Instead of going to travel agencies or spending days to find information, plan destinations and itineraries, more and more young people are using AI as a travel planner when AI only takes a few seconds to make suggestions for "eating - playing" for the trip. Through the data users provide in the command, AI can easily understand and bring new, interesting and more effective travel experiences.

Specifically, 79% of Vietnamese tourists said they use technology to search for new, little-known destinations, and up to 83% of tourists plan to use AI to plan their trips with the hope of having more authentic experiences. Besides ChatGPT, Gemini, applications such as HUUK.AI or AI Trip Planner are also being used by many tourists.

“The year 2025 will see significant changes in the tourism landscape in terms of traveler behaviour and mindset. The three most important trends of the year are: sustainable tourism, the proliferation of AI and smart technology, and the increase in demand for events,” said Dr Justin Matthew Pang, Acting Senior Program Manager, Tourism and Hospitality Management, RMIT University Vietnam.

Dr. Pham Huong Trang - Lecturer of Tourism and Hospitality Management, RMIT University Vietnam, commented that technologies such as AI, virtual reality (VR) or blockchain are shaping tourism trends. According to Ms. Trang, AI plays a role in enhancing the tourism experience in Vietnam by optimizing processes and personalizing services. For example, facial recognition technology is used at airports and hotels to simplify check-in procedures, robots use AI to support services at hotels, or AI chatbots support travel planning, suggesting service suggestions suitable for each individual.

Airports are no longer just places for passengers to hang around waiting for flights to take off. By 2025, airports have become attractive destinations, with many young people planning to explore and seek new entertainment activities.

Modern facilities provided at the airport such as Michelin-starred restaurants, spas, capsule rooms... receive much attention from tourists. Up to 79% of Vietnamese tourists are curious about airports with many unique facilities and 83% believe that experiences at the airport contribute to making the trip more enjoyable. Famous airports such as Singapore Changi International Airport (Singapore), Incheon International Airport... with many entertainment and shopping venues attract tourists, making the transit waiting time less boring and the journey more diverse.

Overtourism is not a new concept, but the rise of “revenge tourism” in the wake of Covid-19 has shed more light on the situation in recent years. Local authorities in popular destinations have begun to fight overtourism by implementing a series of new regulations. On the other hand, tourists themselves are not satisfied with overcrowded cities and tourist attractions, and they have begun to turn to emerging, less-known destinations in the off-season. Exploring less crowded destinations allows tourists to reduce hassles, enjoy beautiful scenery and experience unique activities at a lower cost.

Expedia’s 2024 Travel Trends Report revealed: “One in three respondents said they have booked a trip to a knock-off destination.” Additionally, 76% of survey respondents said they choose to travel off-season to avoid crowds and enjoy promotions.

As travel becomes easier than ever, many travelers are starting to seek connections through shared events and unique experiences. In particular, they are combining travel with attending festivals, music or sporting events.

In addition to event tickets, visitors also spend significantly on restaurant and hotel services, travel experiences, exploring local landscapes and cuisine. This expense is 4-5 times more valuable than event tickets.

According to data from the U.S. Travel Association, a trade group, Taylor Swift’s “The Eras Tour” had the same impact as 53 Super Bowls, with each visitor spending about $1,300 on local services during the 53 shows in 20 different cities. The estimated “Swiftonomics” generated about $10 billion in tourism revenue around the concerts.

In Vietnam, 6 concerts from 2 programs “Anh trai vu ngan cong gai” and “Anh trai say hi” have witnessed resounding success, attracting hundreds of thousands of audiences. This is the first time Vpop has had 6 concerts with tens of thousands of audiences/night, held continuously in just about 3 months.

According to the organizers, the two concerts of the program “Anh trai say hi” held on December 7 and 9 in Hanoi welcomed about 90,000 spectators (based on the number of tickets sold). This result surpassed the record set by the Korean group BlackPink in July 2023 with about 67,000 people.

Meanwhile, the second concert of “Anh trai vu ngan cong gai” held on the evening of December 14th also received an equally warm welcome with more than 50,000 spectators. During the event, hotels and apartments around the concert venue recorded a significant increase in room occupancy.

According to the report Chasing Cultural Shifts - How Vietnamese Travelers Are Redefining Dream Destinations published by media consultancy Vero in early November, more than 50% of the 23,000 Vietnamese surveyed said they planned their trips based on trends or pop culture phenomena. Besides music tourism, tourists also bring the world of movies to life by visiting film sets.

In addition, the type of tourism that combines sightseeing, exploration and participating in or watching special sporting events is also a driving force for tourists to take trips.

Tailored, personalized travel experiences are gaining traction as demand for unique trips across seasons and destinations soars.

“2024 is a bumper year for bespoke tours. This is a type of tourism that is completely personalized based on the interests, needs and budget of the traveler. It is the sophistication, listening, understanding, creativity... that will bring unique and memorable experiences to visitors,” said Max Vu, tour program manager of Fit Tour.

Unique trips such as hunting for the Northern Lights, exploring ice caves in Iceland, riding a motorbike in Casablanca (Morocco), or Ladakh... with selected services are attracting tourists. Unlike regular trips, shopping is excluded from the schedule, while cultural experiences and local life are widely welcomed by customers.

According to Dr. Duong Duc Minh, Deputy Director of the Institute for Economic and Tourism Development Research (ITERD), experiences associated with challenges to conquer oneself, break limits and improve intelligence are increasingly attracting the attention of many people.

Activities such as mountain climbing, scuba diving, skydiving, surfing, off-road racing, trekking, or trail running are popular among young people. Experiencing adventure sports in new destinations not only leaves memorable memories but also helps visitors improve their physical and mental health.

In addition, 2025 will also see the emergence of climate-adapted travel trends (coolcations), multi-generational family experiences, experiences with “special” people, or adventures that take you out of the comfort zone of the Baby Boomers generation.