Small-screen shows, stargazing, AI and escapism to shape where we travel in 2025

What do vintage shops, Netflix, stargazing and AI have in common? All are expected to influence where we holiday in 2025.

From set-jetting and vintage voyaging to AI and detour destinations, the biggest travel trends for 2025 have been revealed.

The one thing all travel companies agree on – “set-jetting” is something that’s been happening for years, or certainly since Carrie climbed the stairs to her West Village brownstone in Sex And The City.

Named that because the destination is the setting of a series or film that’s inspired people to visit, travel experts say shows like Yellowstone, Emily in Paris and White Lotus are having a significant influence on where we travel.

Yellowstone National Park in Montana is proving to be a major drawcard for travellers, largely thanks to the television series starring Kevin Costner.

Montana is now almost as popular as California thanks to Yellowstone, and White Lotus has sent fans flocking to Hawaii and Sardinia; the third series is expected to do the same for the Thai island of Koh Samui.

Paris has always been a tourist magnet but Emily in Paris has made it even more so, particularly among Gen Z travellers, and the series’ shift to Rome is likely to create a greater buzz.

The Travel Corporation managing director Toni Ambler said it was pleasing that shows were inspiring a new generation of Aussies to explore the world.

“Set-jetting plays a big part in where people want to go. Everyone’s buzzing around the hype of Thailand being the setting for season three of White Lotus, and we know The Crown and Downtown Abbey are all reasons people want to go to the UK,” Ms Ambler said.

“Emily in Paris has been a big part of the young Contiki travellers wanting to see Paris. I think we should have a partnership with Netflix and try to figure out what the next hottest destination is.”

Koh Samui in Thailand is tipped to increase in popularity after the third series of White Lotus.

Other trends being observed in the travel industry include “vintage voyaging” or seeking the cities with the best op shops; noctourism – or destinations that offer the best stargazing opportunities – and “boyz to Zen” whereby male travellers buddy up to escape the stresses of everyday life and pursue personal growth.

Travel planning site Skyscanner forecasts the rise of “off the beaten track” or detour destinations, based on large increases in searches for less crowded locales.

These included Dayong in China and Shillong, India, both of which had rocketed up the list of most searched destinations in late 2024.

“Dayong is experiencing a surge in popularity among ecotourists thanks to the unspoilt landscapes and rich cultural heritage of Zhangjiajie National Forest Park, a UNESCO world heritage site,” Skyscanner’s Horizons report says.

“Shillong, often called ‘Scotland of the East’ attracts visitors with its green fields, misty mountains and lingering traces of colonial influence.”

Other destinations to watch are Sandakan in Malaysia, Shimla in India, and Saga and Yonago in Japan, while Kazakhstan’s largest city of Almaty was also attracting a lot more interest for travellers.

The glass bridge crossing in China’s Zhangjiajie National Forest Park.

As well as changes to where and how we travel, tech company Travelport predicts a heightened demand for transparency would lead to airlines and hotels being more upfront about charges.

Travelport chief marketing officer Jen Catto said consumers were clear about what they wanted from the travel industry, and that was “simplicity, transparency and trust”.

She said that would spell the end of “consumer washing” whereby businesses advertised deceptively low prices and hid fees or conditions until checkout.

“Nearly half of surveyed consumers ranked airlines, hotels and travel companies as major offenders (of consumer washing) second only to credit card companies,” Ms Catto said.

“Modern retaining requires honesty at every stage of the customer journey. Brands that eliminate hidden fees and present clear, comparable options will earn customer loyalty.”

Travelport and Skyscanner expect to see more use of AI in the travel space for trip planning and bookings.

Skyscanner’s research found the top four applications of AI in travel were destination research, the creation of travel itineraries, comparison of options and destination inspiration.

Ms Catto said it was important that travel companies used AI responsibly to better serve travellers and enable more effective customer service.