What is the biggest travel trend?

In addition to “set-jetting,” there's a renewed emphasis on food-focused travel, wellness and self-care on vacation, and traveling off the beaten path. Surveyed travelers say they want to shop at small businesses and spend more during a vacation if they know it supports the local community.



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These trends are reshaping the travel industry and providing exciting opportunities for both travelers and the travel industry alike.
  • Here are some of the top travel trends for 2023 that you should know about:
  • Eco-tourism.
  • Experiential travel.
  • Digital nomadism.
  • Wellness travel.
  • Multi-generational travel.


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Four megatrends are likely to have significant impacts and relevance for tourism: i) evolving visitor demand; ii) sustainable tourism growth; iii) enabling technologies; and iv) travel mobility.

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Eco-tourism Sustainability has become an increasingly important issue in recent years, and travelers are now more aware than ever of the impact their trips have on the environment. In 2023, we can expect to see a rise in eco-tourism, which focuses on environmentally responsible travel.

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Travelers will seek out cultural experiences From boutique museums to hidden street art and inaccessible ruins, people not only want to explore the increasingly popular destinations but also venture into less-known yet extraordinarily interconnected cultures.

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Advisors have shared in the TMR Europe Trends Outlook 2023 that most clients want to experience urban centers and small towns or the countryside in Europe. Experiences such as camping trips and amusement parks, have a lower preference as these are also available in the US and Canada.

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A resounding 87% of survey respondents expect to travel at least as much as they did in the prior year, with 49% selecting that they expect to travel more. This is especially true among younger respondents, with 59% of those between the ages of 18 to 26 planning to travel more in 2023.

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Travel by Mode vehicles. 2023 share of auto travel is back to pre-pandemic level reaching 87.6% compared to 88.0% in 2019. Number of air travelers will rise to 3.39 million, exceeding the pre-pandemic air travel volume. Air travel is expected to grow 11% from 2022, the second highest volume on record.

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Gen Z in Hospitality: Adapting to the Next Generation of Travellers. Generation Z or Gen Z, refers to the group of people who were born between the late 1990s and early 2010s. A diverse demographic who grew up in a rapidly changing world, shaped by technology, social media, and a growing awareness of social issues.

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We've upgraded our 2023 inbound tourism forecast. Visits overall to the UK this year are now forecast to be 37.5 million, 92% of 2019 levels and inbound visitor spending £30.9 billion, up 9%. See the statement from our CEO Patricia Yates below and the full revised forecast here.

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Experiential tourism is a form of travel that focuses on creating meaningful and immersive experiences for travelers. This type of tourism is quickly becoming one of the fastest-growing sectors in the travel industry, driven by a growing demand from travelers for unique, authentic, and transformative experiences.

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According to the Association of Leading Visitor Attractions, the royal park had more than 5.6 million visitors in 2022 and topped the list for the second year in a row.

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A cultural and historical destination, the country is famous for its Scottish landscapes, British royal family, the Beatles, and a number of castles and forts.

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