Based on current projections, luxury tourism trends for 2025 are largely nature-centric.
Black Tomato, a travel company that tailors trips for those wanting to explore the world and feel a sense of wonder, has seen its clients increasingly opt for these sorts of vacations. In 2024, the brand’s Get Lost offering, which helps travelers explore uncharted territories, saw a 39% increase in delivery year-over-year. Now, it continues to see its diverse customer base seeking more far-flung and mindful experiences.
“It feels like people are craving a reset,” shares Tom Marchant, the co-founder and CEO of Black Tomato.
“Whether it’s silent travel or chasing natural phenomena, it’s all about stepping away from the noise of daily life and reconnecting with something grounding and bigger than ourselves,” Marchant says. “Nature offers that sense of wonder and calm—it has a unique ability to slow us down, reflect, and just be present. It’s essential to finding balance and perspective in a busy world.”
What trends are set to define the 2025 travel landscape?
Black Tomato outlines a few trends that are going to set the tone for the year, and each of them are nature-forward and wild:
Phenomenon Chasing
People want to see something new; something that takes their breath away. For this reason, “bare witness” travel is becoming not only a new tourism trend but a new way of life.
Travelers are now planning their getaways around those moments that grant them access to rare phenomena, from the northern lights to solar eclipses to animal migration events. These experiences in nature leave those who get to see them wonderstruck, and with memories that will never fade. These are transcendent trips that are instilled with a deep sense of meaning and connection with the natural world.
Black Tomato is currently designing special trips to open the door to these experiences, such as viewing the 2026 solar eclipse in Iceland, wandering through fair circles in the Namib Desert, or gazing at the dazzling hues of Australia’s Lake Hillier. These excursions are meant for the adventurous, the curious, and the outdoor-loving.
Silent Travel
It should come as no surprise that people want to feel calm and peace now more than ever.
With everything going on in the world, many are seeing their vacation time as an opportunity to slow down, unwind, and seek quiet. Enter the “silent travel” trend, a movement that does away with the partying vacation culture of the past and welcomes holistic tranquility.
Places deep in nature or in hard-to-reach locations such as high mountains are top of mind for silent travelers. The trend is set to bring tourists to new heights, depths, and corners of the world.
Gen Z and Gen Alpha Led-Family Travel
Younger generations are showing a preference for experiences that reflect their values, especially sustainability and cultural immersion.
Gen Zers and younger want hands-on, authentic trips that help them engage with communities, nature, and their own wellness. Lesser known destinations and teenage-friendly sites are set to capture their attention in 2025. Already, properties and regional tourism boards that are touting sustainability and authenticity on social media are gaining traction with young vacation seekers.
Why are travel trends shifting?
From mobility technology to the mentality of travelers themselves, the tourism landscape is in flux.
Since 2020, it has seemed that vacationers are on a mission to find places that either make them feel safe or help them get outside of themselves. The result has been a movement of people heading on old-fashioned expedition trips into the jungle and to the icy tips of the planet, looking for meaning in exploration, and picking nature over city experiences.
Additionally, a new generation of travelers has come of age, and they’re big fans of trips that reflect their values. They want their spending to align with what is most important to them, and in this case, it’s sustainability, originality, mental health, and community. So, no one should be shocked to see that vacations that support these things have come to shape the larger tourism conversation.
While people are still visiting classic spots like Paris and Venice, they’re trying to find unique ways to see them, and many are opting for lesser-visited places; places that are harder to get to, tied to nature, and help them either find themselves or find each other.
Where are people traveling in 2025?
There are many destinations around the world that align with these emerging trends.
Anywhere hard to reach, providing stunning views of nature, and that makes authentic cultural experiences accessible are expected to be popular vacation spots this year. Many of these can be found in the United States, from the Pacific Northwest to the coast of Maine to the Rocky Mountains.
“Big Sky, Montana is a standout,” says Marchant.
“It’s a gateway to Yellowstone, but it also shines on its own as a hub for sustainability and outdoor adventure,” he says. “The new opening of One&Only Moonlight Basin has a clear focus on preserving its stunning landscapes through its eco-conscious design and using materials that are respectful of the surrounding environment.”
“Big Sky is also driving green initiatives like ForeverProject, aiming to achieve net zero emissions by 2030 and reduce waste from the landfill,” Marchant continues. “The destination is a dream for anyone seeking that immersive connection with nature whether you’re hiking, skiing, or just soaking up those wide-open views.”
The Arctic is also proving to be a prime spot for modern luxury travelers who want to find respite in a unique, tranquil, and visually striking destination.
Iceland’s highlands and frozen coastlines are ideal for tourists looking to spot the northern lights, puffins, remote peaks, or ancient waterfalls. Meanwhile, northern Norway’s fjords and mountains present the perfect opportunity for adventurous travelers who want to try New Nordic cuisine, observe wild reindeer, or, in the summer, relish in some of the best hiking in the world.
Another standout? Greenland.
With the new international airport now open in Nuuk, the capital city of this North American gem, Greenlandic tourism is about to take off. The country’s government expects every flight to contribute an additional $200,000 to the national economy. More airports are in the works outside of this main hub, which will only further open the doors to tourism in what has historically been seen as an off-beat, hyper-remote destination.
Nature seekers should take note.
“Greenland is a place where you can truly feel the power of the planet,” Marchant explains.
“For those seeking solace, its vast untouched landscapes offer a sanctuary to disconnect and reset,” he says. “Chasing natural phenomena comes naturally here, with awe-inspiring sights like the Northern Lights, glaciers, and fjords creating a connection to the raw beauty of the Earth.”
Greenland doesn’t just have dramatic vistas and preserved natural spaces. It’s also a powerful place for those who are looking for once-in-a-lifetime experiences.
“It’s also a destination that invites exploration at unconventional hours, whether you’re swimming under midnight sun in summer or gazing at the mesmerizing Aurora Borealis in the winter,” shares Marchant.
“It’s a place to pause and quietly reflect, reminding us of the restorative power of nature,” he says. “Perfect for travelers yearning for deeper experiences, it’s as transformative as it is breathtaking.”
Blinter Magazine 