GSIQ Tourism Insights: The Tourism Conversation Mid 2025

The Changing Tourism Conversation: from ‘Coolcations’ and Sleep tourism to Sports travel

Over the past two years, the conversation about tourism has transformed. This report is a follow-on report on the first ‘Tourism Conversation released in 2024, reviewing how mega trends have shifted across social media and the digital realm. It highlights significant movements in topic popularity, capturing evolving trends and consumer sentiment in the global tourism landscape. 

From tourism boom to backlash to changing dominant themes that travellers want to shout about to their networks. 

KEY TOPICS INCLUDE

Overtourism and Sustainable Tourism

The rapid rise of overtourism and the role of sustainable practices to preserve destinations.

Adventure Tourism

Once a leading travel driver, adventure tourism is showing decline for a second period.

Solo Travel

Now one of the largest tourism segments, solo travel has surged year-on-year as more people explore independently across all age groups.

Eco Tourism and Sustainable Travel

Mentions of eco and sustainable tourism are showing travellers’ growing preference for holidays that reflect personal and environmental values.

Sports Tourism

Continues to expand as one of the strongest growth areas in global travel.

Sleep Tourism

Sleep tourism is booming as travellers seek rest, recovery and wellness-focused hotel experiences.

Coolcations

Holidaymakers are turning to cooler, less crowded destinations in response to record summer heat.

Declining Tourism Concepts

Trends like destination dupes, glamping and food tourism are losing momentum, suggesting fatigue with short-lived, social-media-led concepts.

Growth in Personal Developments & Ethics

The rise of mindful, ethical and digital-detox travel, as travellers prioritise balance, purpose and emotional wellbeing over excess.