Five Minutes With Stephen Ekstrom: 2025 Predictions
What's to come for group travel in 2025, according to Stephen Ekstrom, Chief Strategist at Learn Tourism.
What trends do you predict will emerge in 2025?
In 2025, we can expect destinations to increasingly focus on delivering authentic local experiences that align closely with their community values and heritage. Travelers are seeking deeper connections and activities that stray from the typical tourist destinations, offering meaningful engagement with local culture. This shift will lead to more opportunities for visitors to contribute positively to the communities they visit, whether through eco-friendly practices, community-driven projects or immersive cultural exchanges.
Destinations will likely prioritize experiences that highlight their unique character and create avenues for visitors to give back and learn valuable life lessons. The emphasis will be on creating more thoughtful, sustainable, impactful tourism that fosters mutual respect and understanding between travelers and host communities. Look for programs that integrate public service and engage in meaningful personal interactions, reflecting a broader trend toward responsible and enriching travel.
What do you think we might see less of?
We're likely to see a decline in consumptive tourism—where travelers merely observe without engaging. Instead, the focus will shift toward immersive and participatory experiences. Travelers will seek out opportunities to actively explore and engage, moving away from passive sightseeing. This shift will favor meaningful, authentic interactions over flashy attractions.
Additionally, we can expect a growing emphasis on value and uniqueness rather than mere cost. Travelers will prioritize enriching experiences that offer genuine connections and memorable moments, appreciating the deeper value in exploring a destination's true character. This reflects a broader trend toward thoughtful immersive travel that celebrates local culture and fosters a more profound understanding of each destination.
How do you predict the market will change?
The group tour market is poised for significant transformation. With heightened consumer confidence following an election year and a period of economic turbulence, travelers are eager to explore new horizons. We can anticipate a surge in interest toward international destinations and secondary or lesser-known locales, as travelers seek distinctive and less-crowded experiences.
Additionally, a strengthened dollar and stabilized costs will make travel more accessible and appealing. Group tours will likely benefit from these trends, with a demand for off-the-beaten-path experiences. Tour operators might focus on crafting customized, value-driven packages catering to this shift, emphasizing immersive and culturally rich experiences. This evolving market landscape will encourage innovation and adaptability, as travelers seek meaningful and memorable journeys beyond traditional tourist spots.
What opportunities for growth do you see?
Sustainable Travel: Expect a surge in demand for eco-friendly tours prioritizing environmental conservation and responsible travel practices.
Authentic Experiences: Immersive itineraries offering genuine local interactions, cultural experiences, and unique adventures beyond traditional attractions.
Customizable Packages: Personalized and flexible tour options will become more popular, catering to specific interests and needs.
Wellness Tourism: Tours incorporating wellness elements, such as yoga retreats and spa experiences, will attract those looking for holistic and health-focused travel.
Edited by Sarah Suydam, Managing Editor for Groups Today.
This article originally appeared in the Nov/Dec '24 issue of Groups Today.
Photo courtesy of Stephen Ekstrom.
