Tourism is preparing for another good year. But there will be changes and challenges this year. Artificial Intelligence might take front and center stage in planning trips, restrictions in some cities might make tourists search for alternative destinations and airport overcrowding might make tourists look for closer destinations reachable by car, writes eToro analyst for Romania, Bogdan Maioreanu.
According to a McKinsey & Company analysis, 80% of travelers visit 10% of the world’s top tourist hot spots. This mass tourism overwhelms infrastructure, frustrates locals, and hurts natural and cultural attractions.
In 2024, the most visited destinations worldwide were in order: London, Bangkok, Tokyo, Paris, Dubai, Barcelona and Rome. For business travelers, the top six destinations were all in Asia, led by Shanghai, followed by Kuala Lumpur, Bangkok, Tokyo and Seoul. The only European business destination in the top 10 was Stockholm.
This year, Expedia’s “Unpack’25” survey showed that 63% of consumers plan to make their next trip a “detour destination.” Tourists will look to avoid the crowds by seeking lesser-known places to visit. The role of social media in viral video recommendations is also expected to grow, with TikTok being particularly popular for showcasing beautiful, lesser-known places to visit.
This is inspiring consumers—especially younger Gen Z ones—to travel, but viral videos can also overwhelm areas that aren’t built for a surge of visitors. But this trend might also favor alternative destinations to the popular ones. In fact, in its 2025 recommendations, CNN Travel mentioned Romania as one of the best places to visit this year.
Another trend is the adoption of AI-powered tools that are transforming how consumers plan their trips. From personalized recommendations to efficient booking processes, AI enhances the traveler experience. Companies investing in AI technologies can streamline operations, offer tailored services, and gain a competitive edge in the market. It is still in its infancy, limited so far to early adopters. According to a 2024 Deloitte summer travel survey, 17% of millennials used generative AI for trip planning and many consumers book trips based on AI recommendations.
The global market size for AI in Tourism is projected to grow from USD 2.95 billion in 2024 to USD 13.38 billion by 2030 at a Compound Annual Growth Rate (CAGR) of 28.7% during the forecast period, according to a new research report by MarketsandMarkets. The AI in tourism solutions includes specialized tools like AI-based booking management systems, pricing & revenue management, virtual assistants & chatbots, and other innovations in travel itinerary planners and disruption management systems.
2025 will be another year of events. A US survey showed that festivals, concerts, and sporting events are significant factors for almost half of Gen Z travelers. Festivals like Glastonbury in the UK, Tomorrowland in Belgium and Untold in Cluj-Napoca will continue to attract visitors. In fact, according to the European Festival Survey, these are the main reasons for festival-goers to attend a specific event: festival atmosphere and vibe (85%), seeing their favorite artists live (79%) and hanging out with friends and meeting other people (70%).
Tourism by night to festivals and nocturnal events is becoming a well-established trend but is starting to include areas with low light pollution to witness celestial events, from meteoric showers to northern lights. Booking.com is calling this in its report – “noctourism”. This trend has another motivation – the weather. As global temperatures continue to rise and the heat of the day becomes uncomfortable for many (61% of respondents said they wanted to spend less time in the sun), especially when it comes to visiting crowded tourist traps, people will increasingly plan their trips around destinations that offer activities during cooler evenings and early mornings.
Despite this optimistic outlook, there are also challenges, from weather to global geo-political events that might change tourist plans and affect the companies operating in the field. But so far all estimates point to a good year. In fact, in 2025 total airline industry revenues are expected to exceed one trillion dollars for the first time in history. Air passenger numbers are expected to exceed 5.2 billion this year, a 6.7% rise compared to 2024, according to IATA. This continued surge which started after the pandemic might also bring another good year for investors in tourism companies and airlines.
Transylvania Ice Hotel, the coolest place in Romania for winter tourism
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