Five Travel Trends That Will Change The Way We Explore In 2024

The tourism landscape continues to evolve and 2024 promises a diverse array of new reasons for consumers to travel. We’ve done the heavy lifting of reading the multiple trend articles online, summarizing five emerging travel trends anticipated in the year ahead…

Dupe Vacationing: Unleashing the Power of Value

Picture this – skiing the breathtaking slopes of New Hampshire’s White Mountains instead of the iconic Zermatt in Switzerland. Or instead of battling crowds in London, check out what’s happening in Liverpool? In a world where wanderlust often now contends with budget constraints, dupe vacationing is emerging as a savvy solution. This trend — which emerged on TikTok — is all about substituting a more expensive destination with one that offers better value but similar, if not identical, experiences.

Dry-Tripping: Navigating the Sober Curiosity Wave

With the rise of alcohol-free living becoming a cultural mainstay — especially among Gen Z travelers — Dry-Tripping travel is being sought out by many consumers. This is where sobriety meets exploration, with destinations and hotels looking to cater to the sober (or sober- curious) traveler. From vibrant cultural experiences to wellness retreats, this trend is growing in travel as well as food and beverage offerings. For example, “Hotels are rolling out delicious mocktails, adaptogen drinks, teas and serotonin sodas,” says Melanie Fish, chief trend tracker for Expedia Brands.

Gig Tripping: Swifties, The Bey-Hive & Beyond

In the wake of blockbuster, gotta-see-it-to-believe-it Taylor Swift and Beyoncé arena tours in 2023, Gig Tripping has arguably become the hot travel trend to emerge. These aren’t just concerts — they’re citywide events, with enormous economic impact. The US Travel Association reports that a Swift show “is on par with the Super Bowl, but this time it happened on 53 different nights in 20 different locations over the course of five months. Downtowns across the country have enjoyed an Influx of visitors—and a spending boost thanks to Taylor Swift.” 

Cool-Cationing: Chilling Adventures in Mindful Escapes

Wild swimming, floating yoga, water sound baths, snow meditation … Never mind the tropical destinations. Perhaps an impact of climate change, more travelers are escaping the heat to embrace the tranquility and wellness advantages of Cool-Cationing. Serene landscapes in cool climates, ice therapy retreats and underwater hotels define the cool-cationing trend, promising refreshing and invigorating travel experiences.

"Go-Occasion" Getaway: Celebrating Travel

Why limit the joy of travel to just special occasions when you have the power to turn any moment into a remarkable celebration? The burgeoning Go-Occasion getaway trend encourages us to seize the opportunity to connect with friends and family, celebrating the tapestry of life’s moments, both big and small. Whether it’s an impromptu weekend escape to rejoice in a friend's accomplishment or a spontaneous road trip with your pet pooch to celebrate its birthday, this trend celebrates the joyous side of travel as an avenue for fostering meaningful connections.

What travel trends are you following in 2024? Send me an email at  Malcolm.griffiths@turnerpr.com.