Top Travel Trends

The Bright Spots in Domestic Tourism: 13.4% CAGR Projected Through 2030

Recent analysis shows that U.S. domestic tourism is on track to grow at a 13.4% compound annual growth rate through 2030, supported by mounting demand for staycations, wellness travel, and sustainable destination experiences. This growth signals strong tailwinds for domestic attractions, retail, and lodging well into the fall and winter seasons. 

A recent survey reveals nearly 70% of Americans feel they haven’t traveled enough compared to others (“travel dysmorphia”), and are opting for smaller, more meaningful trips instead of trying to match flashy itineraries. Now is the time for tourism-driven businesses to start to pivot their offerings as the light on travel and tourism face mounting declines as travel from international visitors comes to a standstill.

Merch Magic: Display Trends That Convert

Wellness‑Coupled Retail Moments
With wellness tourism expanding rapidly, consumers are increasingly seeking products that align with rest, recovery, and holistic well‑being. Displaying wellness items (e.g., natural aromatherapy, sleep accessories, recovery gear like massage tools) in calm, spa‑like store environments or pop‑ups can tap into this trend and create premium, higher-margin moments. Read our guide to turning wellness into a retail merchandising strategy in 2026.

Customer Connection Corner

United Airlines CEO: Demand “Light Switch” Moment
United Airlines reports that travel demand turned back on sharply in early July 2025, with premium cabin and corporate travel accelerating. Bookings continue strong into September, offering an optimistic indicator for leisure + business travel alike. Retailers and travel‑adjacent businesses can lean into this momentum.

Attraction Action

Regenerative Agritourism Grows in U.S. Resorts
Agritourism is evolving toward regenerative models that combine sustainability, farm‑based wellness, and immersive nature experiences. U.S. properties like Blackberry Farm and Southall Farm & Inn (TN) are increasingly recognized for blending fine dining, eco‑responsibility, and guest education. These property profiles set a benchmark for wellness‑driven destination retail and programming. 

Surfs Up at Domestic Travel Destinations

According to Fitt Insider,  destinations like TOCA, Padel Haus, and Ballers, the sports-meets-social playbook is thriving. Meanwhile, large-scale resorts like Therme and WorldSprings reimagine the bathhouse. Now, surfing is ready to make its move. Also, Atlantic Park Surf just opened a 2.7-acre lagoon in Virginia Beach, pairing lessons and performance analytics with a beach club vibe — with its developer planning California and Houston sites.

Sustainable Scene

Wellness Travel Market Exceeds $1 Trillion, Domestic Segment Soars
The wellness tourism market recently crossed $1 trillion globally, with the U.S. domestic segment driving much of the spend—travelers are investing more in health, rest, sustainability, and meaningful experiences. This shapes demand for eco-conscious lodging, locally sourced goods, and wellness amenities. Retailers who align with these values are likely to benefit. Read our in-depth trend report on how to build wellness-focused offerings.

Stay tuned as we continue to bring you fresh data, credible insights, and actionable ideas—keeping your tourism retail strategy ahead of the curve. Subscribe to our Newsletter.

The post What’s Hot in U.S. Tourism + Retail — October 2025 first appeared on IGES.

The U.S. economy has been in a state of flux, museums, zoos, and cultural attractions are once again looking for ways to create new sustainable revenue streams.  For most of you, earned income is the money you can make outside of investments and government and private sector support.

Your earned income is revenue generated from exhibitions, programs, events, memberships, admission fees, gift shop merchandise, bookstores, restaurants and renting out physical locations for events. In order to help you generate ideas, we dug deep and developed five ideas for you. 

Idea No. 1: Invest in Ecommerce

The first thing any cultural organization can do is invest in e-commerce. Most e-commerce platforms allow you to sell more than just merchandise online. Your organization can sell tickets, memberships, classes, and subscriptions to just about any kind of product or program. 

An e-ommerce site doesn’t limit you to connect with people locally, it also allows you to sell a wider audience online and through more channels. Great store examples are The Getty and MoMa. Another great example is The National Parks Foundation’s online store which features great merchandise and also allows visitors from around the world to donate and support their efforts. The Field Museum also has a very impressive site that lets anyone shop online, buy tickets to events and manage their membership! The Minnesota Zoo also does a very good job of this. The San Diego Zoo says e-commerce sales is one the fastest growing sources of income for them. 

When it comes to the e-commerce platforms to use, we personally love Shopify and Squarespace, but there are many other options available like BigCommerce, Lightspeed, Magento, and WooCommerce that may work for you. Many of these platforms have developers who can help you get set up if you don’t have someone seasoned on staff. These individuals can also help you start to sell your products on Facebook, Instagram, Amazon,  Google, Pinterest, and other online shopping sites. 

Idea No. 2: Refresh Your Merchandise Strategy

For cultural organizations, income generated from product sales (like that found in gift shops) accounts for as little as 5% but as much as 25% of your annual revenue. Unlike most retail stores that carry merchandise based on trends, the merchandise most cultural organizations carry in their gifts shops is closely tied to the exhibits and programs that they offer. 

As a store buyer and merchandiser, it’s critically important for you to think of your retail store as a shoppable extension of the venue overall. You want to carry a wide, but well curated, range of quality merchandise that corresponds to what’s on exhibit permanently and temporarily. You also want to make sure you have products that fit multiple price points so that visitors have a large enough selection to shop from. 

Make sure that your shop has core merchandise that are staples. These can be general souvenirs like mugs, postcards, stickers and t-shirts. They can also be products corresponding to long standing programs, exhibitions and events.

To attract a wide range of customers, it’s important to offer a diverse range of merchandise that caters to different age groups, interests, and budgets. This could include items such as plush toys, clothing, home décor, stationery, and souvenirs related to animals and conservation.

You’ll also want to make sure you have more unique products to seasonal exhibitions or programs. As you source products for new exhibits, here’s where you can possibly gain new sales. Ask yourself: 

• Is there a way I can think outside the box for something we’re offering? 
• Can our organization purchase a handmade line from a local artist? 
• Can we collaborate with a local artist to design something exclusively for us? 
• Can we capitalize on trends (like consignment, vintage or antique) to add uniqueness and exclusivity to our merchandise selection?
• Can I work with my trade show wholesalers to create a better merchandise mix?

From here, you’ll also want to invest some time in redesigning the layout of your store and your displays. How you present merchandise is everything, so it’s important to curate the shopping experience to match what visitors are seeing. 

Idea No. 3: Develop New Membership Incentives

As I’ve been researching ways for cultural organizations to develop new sources of revenue, developing or redeveloping membership programs is something that stood out. Whether it was a museum, zoo, or aquarium, many organizations offer the same type of membership incentive. It looked like this:

For an annual fee of ($25-$95), a member would get year round access to the zoo, aquarium, or museum. They would also get an average 10% discount on paid events, and 10-15% off food purchases. 

In general, the value of the membership comes off in a pretty generic fashion and the incentive to purchase wasn’t overly clear or persuasive. Since membership is an important metric in multiple areas, it leads me to ask myself, “How can membership be incentivized in a way that drives people to purchase one?” The answer looks something like this:

1. It has to show me the value I get for becoming a paid member.
2. It needs to offer me tiers of membership that clearly state the benefits of each membership.
3. Mid-tier, premium memberships need to be inclusive of amenities like parking, wi-fi and low cost freebies.
4. Upper-tier, premium memberships need to include complimentary access to member only events. I should not have to pay for them. 

The Columbus Zoo, The National Cowboy Museum, and The Discovery Museum have done a pretty good job in conveying value and showing what you get for membership tiers. While offering value to families is critical, I think there’s also room for museums, zoos, and aquariums to experiment with new types of memberships that focus on adults only. 

Would I attend a cocktail party and concert at The Columbus Zoo that cost $100, with all the proceeds going to support their tigers? Absolutely. 

Would I attend a charity rodeo and dance event where all the proceeds go to the National Cowboy Museum? Heck yes, and I’d ride in the rodeo too!

And if you’re a national park, since entrance fees generate millions of dollars per year but parks are still left with a deficit to fund improvements, maybe there’s a way to create better perks for purchasing park passes. 

Would a pass that costs $10-20 more but earns someone a yearly discount at Moosejaw, Backcountry, REI Co-op be something they’d purchase? Most likely. 

Could you take that a step farther and collaborate with an industry organization like Outdoor Retailer or Airbnb Experiences? I have at least five ideas on how to make that work!

Idea  No. 4: Revamp Your Exhibitions, Events & Programs

Educational events and programs are good sources of earned income if they are well designed and laid out. They come as great sources of revenue when they are original, not something that everyone else is offering, and that people feel is unique. It’s the originality and uniqueness that increase their value in the attendee’s mind, and they are willing to pay for them. 

For example, the Woodland Park Zoo in Washington creates events centered around what local Seattle area residents like to attend. They host highly experiential events for families and adults only. From wine tastings to concerts, holiday light fests and fake snowball fights, the zoo focuses on creating programming that Seattleites love. Each event also has a title sponsor from a large area business such as Alaska Airlines or Sound Credit Union. The Oregon Zoo also did a great job of designing a larger scale concert series that featured artists like Taj Mahal, Indigo Girls, k.d. Lang, Chris Isaak, Big Bad Voodoo Daddy and many more. 

Another way to revamp and/or create new programs is to look for like-minded people and companies to collaborate with. For example, a national park could collaborate with The National Wildlife Foundation, or The Sierra Club, or another grassroots organization to design a multi-city program that focuses on wildlife and wilderness conservation. 

A zoo could do a retail collaboration with organizations and retail brands like Elephant Origins or Pangols Coffee on Gorillas. They could also partner with a local shelter or national organization like Best Friends to develop adoption programs. The retail merchandise that could be an extension of these programs could help fund the support of zoo animals. 

The same goes for an aquarium – you could collaborate with 4Ocean or Shelby Reef or The Surfrider Foundation. While you’d have to work out how these collaborations would/could work, I bet there are some creative ways that finding new partners and advocates can have a positive impact on awareness and fundraising efforts. 

Idea No.5: Take Sponsorships & Adoption Online

Another great way to increase your revenue that isn’t related to selling merchandise or memberships is to take your sponsorship opportunities online. Taking sponsorship online directly relates to developing an e-commerce site. Two great examples are the Toronto Zoo, Bird TLC, and the Point Defiance Zoo. Both organizations made it easy and cost effective for people to sponsor animals. They allow you to set-up one-time or monthly animal sponsorships. People can also contribute to conservation initiatives. These make for  great gift ideas for animal lovers!

If you aren’t an organization with animals to sponsor, you can still use this idea in order to help fund your local educational programs and events. For example, both The Virginia Aquarium and MOTE offer extensive education programs for children and have expanded these programs to help with the influx of home education parents face. Either of these organizations could set-up an endowment or a simple “sponsor a child” campaign in order to help fund these programs so that they are free of cost to the kids that participate in them. 

The post 5 Ways Cultural Attractions Can Increase Their Revenue in 2025 first appeared on IGES.

Wellness Retail as a Revenue Multiplier

Wellness tourism isn’t just changing how your guests book trips—it’s transforming what they expect to take home from those experiences. For hotels, this creates a direct retail opportunity that can significantly boost your revenue per guest.

Your guests increasingly want to purchase the products they’ve experienced during their visit. Whether it’s that calming spa oil they loved, the sleep-enhancing textiles from their room, or a sustainable accessory that reflects your destination’s values.

They’re not just buying a t-shirt. They’re investing in their ongoing wellness journey.

The revenue impact is tangible. More importantly, these purchases create ongoing touchpoints with guests—repeat customers who return not just for stays, but for the ongoing products and experiences that support their wellness journey.

High-Opportunity Product Categories

The first, and easiest way to extend guest experiences into additional revenue is products. The product categories with strongest demand from wellness-seeking travelers span several key areas that also offer highest-opportunity opportunities. They are:

• Skincare and aromatherapy: Botanical formulations that extend your spa treatments, whether branded partnerships or private label blends using local ingredients. According to Skin Inc., retail products can yield margins of up to 40%, compared to spa treatments which typically hover around 10% after factoring in consumables, labor, and other costs. Price points between $25-85 perform best, with gift sets driving higher transaction values.
• Sleep and recovery products: Circadian-aligned eye masks, premium bedding lines, or sound therapy tools that replicate what guests love about staying with you. The key here is making in-room amenities available for purchase. Guests have already experienced the quality firsthand. Successful properties often partner with their existing bedding suppliers to offer guest-exclusive purchasing options.
• Wellness supplements and nutrition: Vitamin packs, herbal blends, or functional powders that align with your programming, available as branded or co-branded options. Medical spa industry data shows that retail skincare sales contribute 20% of med spa revenue, indicating strong demand for consumable wellness products. This category requires careful navigation of regulatory requirements, but the margins and repeat purchase potential make it worthwhile for larger properties.
• Wearable wellness devices: Fitness trackers or wellness monitors, either through brand partnerships or co-branded exclusives. While margins are typically lower than consumable products, these items often serve as gateway purchases that lead to higher-value transactions.
• Destination-branded wellness apparel: Yoga wear, outdoor adventure gear, or leisure pieces that guests want to wear as a connection to their experience. The key is quality. Wellness travelers expect premium materials and construction that matches their values.
• Sustainable travel essentials: Refillable water bottles, zero-waste kits, and eco-friendly accessories that align with environmental messaging. These products often have the highest inventory turnover and create positive brand association with sustainability-minded guests.
• Customized wellness bundles: Product sets tailored to different guest profiles that extend personalized wellness journeys at home. The most successful bundles combine consumable products (aromatherapy, supplements) with durable goods (accessories, tools) to create varied price points and repurchase opportunities.

Integrate Products Throughout the Guest Experience

The most successful destinations integrate retail touchpoints throughout the guest journey, from pre-arrival communications to post-departure follow-up. This seamless integration transforms product sales from afterthoughts into natural extensions of the wellness experience.

Before Guests Arrive

Pre-arrival integration starts with your booking confirmation emails. Leading properties include curated product catalogs featuring items that complement booked experiences—yoga accessories for guests attending classes, or sleep enhancement products for those booking spa treatments. Some properties offer pre-arrival product bundles that are waiting in guest rooms upon arrival.

While Guests are at Your Destination

During-stay touchpoints are where the real magic happens. Spa treatments become product showcases—not through aggressive sales, but through natural sampling and demonstration. Guests experience the eucalyptus oil during their massage and can purchase it afterward. The premium pillow they love in their room has a discreet card indicating it’s available for purchase.

Industry data shows that health and beauty retail conversion rates generally fall between 1% and 3%, but wellness-focused hospitality environments see significantly higher conversion rates due to the experiential nature of the products. One mountain lodge buyer shared with our sister show, ASD Market Week, their “wellness toolkit” program where guests checking into wellness packages receive a complimentary small kit with samples of key products (aromatherapy roll-on, herbal tea blend, meditation guide) along with information about purchasing full-sized versions. Sales of high-margin wellness boxes were strong.

An Example In Action: In-room retail displays work especially well for sleep and aromatherapy products. Rather than traditional retail setups, use the bedside as a merchandising opportunity. Create lifestyle vignettes that show products in use via a booklet, and leave the products on a tray. Have a bedside essential oil diffuser and essential oils ready to use, as well as purchase. While it’s actively enhancing the guest’s sleep experience, it’s also creating a natural sales opportunity.

After Guests Depart

Post-departure engagement extends the relationship beyond the stay. Email campaigns featuring seasonal wellness products, subscription options for consumable items, and personalized recommendations based on in-stay purchases create ongoing revenue streams. The most sophisticated programs track which products guests used or purchased during their stay and send targeted follow-up offers for complementary items or refills.

Pro Tip: CBRE Hotels research shows that retail departments at hotels returned an average 27% of department revenue to the bottom line in 2015, making these follow-up programs particularly profitable.

Examples of Great Retail Product Strategy

In our previous article, we highlighted several destinations that offered amazing wellness programming for guests. Those same locations also extend the experiences into the products they carry and offer excellent examples of retail revenue strategy in action:

• Canyon Ranch: Canyon Ranch sells branded supplements, eco-friendly wellness gear, and mindfulness tools that help guests maintain their routines at home.
• Miraval: Miraval seamlessly weaves retail into hospitality with responsibly sourced sleepwear, bedding ensembles, organic teas, and wellness accessories available for purchase, extending the sleep experience beyond checkout.
• RESET & Amangiri: RESET and Amangiri both offer their guests ecological retail options. Essential oil kits, refillable skincare, and sustainable accessories that reflect the desert ethos and environmental values.
• LeConte Lodge, Hike Inn & Opus Hut: All three locations offer handcrafted teas, zero-waste gear, and locally made wellness balms that reinforce their analog, low-impact brand promise..

Bringing It All Together

The key insight is that when you design retail as an extension of your wellness promise, it becomes more than a transaction. The retail buyers seeing the most success aren’t thinking about wellness products as add-on revenue; they’re thinking about them as essential components of the guest experience.

This approach requires rethinking your retail space, your product selection, and your sales process. But for properties willing to make that investment, the returns go far beyond immediate revenue. With wellness tourism projected to grow at 16.6% annually, the properties getting retail right are seeing it become a significant revenue stream that extends far beyond guest stays.  

How will your destination bring this to life for your guests?

The post Turning Wellness Experiences Into Revenue: A Retail Strategy For Hotels first appeared on IGES.

This guide breaks down how you can capitalize on shifting traveler attitudes, shows you what successful American wellness destinations are already doing, and gives you actionable strategies to build or enhance your own wellness offerings, including the retail opportunities that can significantly boost your revenue per guest.

What Is Wellness Tourism in 2026?

Think beyond your traditional spa services. Wellness tourism means trips that guests consciously book to enhance their physical, mental, emotional, or spiritual well-being. Your guests aren’t just looking to relax—they want transformative outcomes like better sleep, stress management, or meaningful connections with nature.

According to the Global Wellness Institute, global wellness tourism spending is projected to jump from approximately $720 billion in 2019 to over $1.4 trillion by 2027. North American travelers account for roughly 40 percent of that market share, making your U.S. guests central to this massive growth opportunity.

Why Guests Covet Wellness Experiences

Understanding this market size is one thing, but recognizing why your specific guests are driving this demand is what matters for your business. Your guests’ priorities have fundamentally shifted. Post-pandemic recovery needs combined with cross-generational demand for healthier, more purposeful travel means wellness isn’t just a nice-to-have anymore—it’s essential to staying competitive.

McKinsey’s 2025 Future of Wellness report shows that Millennials and Gen Z are spending more on wellness than other categories, while Boomers are embracing preventive health and longevity travel. Even with economic pressures, your guests view wellness travel as an essential health investment, not a luxury.

What does this mean for your programming? Your guests want experiences that align with their personal health routines—sleep optimization, plant-based nutrition, meditation, and time in nature. The destinations capturing this shifting traveler mindset are seeing strong returns by offering these emerging wellness trends:

• Sleep tourism and biohacking retreats: Programs designed around improving sleep quality using AI-enhanced beds, circadian lighting, and expert coaching to help guests manage chronic stress. You could build these on your own, or you could create a partnership with a wellness brand or a wearables company like OURA.

• Digital-detox and analog experiences: Device-free, nature-based stays that provide meaningful escapes from screen fatigue and constant connectivity.

• Longevity-focused wellness programs: Experiences centered on anti-aging diagnostics, IV therapies, red-light treatments, and overall healthspan enhancements. You could partner with companies like Opella or Neko Health.

• Slow-travel, nature-immersed retreats: Minimal itineraries in pristine landscapes with silence, sustainability, and intentional relaxation that attract guests seeking deep restorative experiences.

Five U.S. Wellness Destinations Setting the Standard

These trends might sound theoretical, but many U.S. destinations are already implementing them successfully and seeing real results. Before you develop your own strategy, let’s look at how these properties are delivering transformative wellness experiences—and generating serious revenue while doing it.

Canyon Ranch: Scaling Medical Wellness Beyond Resorts

Canyon Ranch exemplifies how established wellness brands are expanding their reach in 2026. Beyond their traditional resort model, their Celebrity and Regent cruise collaborations now offer floating wellness clinics for busy travelers who can’t commit to destination stays. Their new Austin-area wellness club in Texas Hill Country demonstrates how they’re bringing premium wellness closer to urban markets—a key strategy for capturing the growing wellness tourism demand without requiring multi-day commitments.

Miraval: Making Sleep Science Accessible

Miraval Arizona’s focus on sleep optimization represents a brilliant 2026 strategy—targeting the universal need for better sleep while leveraging technology that makes results measurable. Since two-thirds of Americans report sleeping better in hotels than at home, they’ve made sleep science core to their programming, including AI beds, sound therapy, and personalized coaching now available at their Park Hyatt New York location. This urban expansion strategy captures business travelers seeking wellness solutions during work trips.

Desert Wellness Properties: Minimalism Meets Maximum Impact

Desert wellness resorts like RESET Hotel near Joshua Tree, Amangiri, and Dove Mountain prove that less can deliver more revenue. RESET, which opened in mid-2025, exemplifies the 2026 approach: hypnotherapy, yoga nidra, sound baths, and breathwork in a desert setting designed for silence and introspection. Their success demonstrates how new properties can compete with established wellness brands by focusing intensely on specific outcomes rather than broad amenities.

Analog Lodges: Digital Detox as Competitive Advantage

Analog lodges like LeConte Lodge (TN), Hike Inn (GA), Opus Hut (CO), and Muir Trail Ranch (CA) represent the ultimate countertrend to hyper-connected travel. Fully off-grid and often accessible only by foot, these properties are seeing unprecedented 2026 demand from families and individuals specifically seeking to disconnect from screens. Their success shows how extreme positioning—no Wi-Fi, no cell service—can become a premium selling point rather than a limitation.

Ranch Wellness: Heritage Tourism Meets Health Trends

U.S. ranch wellness properties from Montana to Texas are capitalizing on 2026’s “cowboy core” cultural moment while delivering serious wellness programming. Wellness-focused agritourism has evolved toward authentic working ranch life, with properties like Ranchlands combining land-based wellness through regenerative agriculture workshops, horsemanship therapy, and nature writing retreats. This approach proves how destinations can blend cultural authenticity with wellness outcomes.

Wellness Programming Strategy That Scale in 2026

These examples show what’s possible, but you might be wondering how to apply these lessons to your own property. The good news is that your wellness programming can attract guests initially and justify premium pricing without requiring the massive capital investments you see at destination resorts.

Your guests want experiences that create lasting impact. Whether you’re operating theme parks, cruise ships, or major attractions, you can integrate wellness elements that appeal to families, couples, and solo travelers without disrupting your core operations.

The key is starting with programming that enhances what you’re already doing rather than requiring completely new infrastructure. Here’s wellness programming that works for major destinations:

• Dedicated wellness zones within existing spaces: Transform underutilized areas into quiet wellness spaces with meditation gardens, family yoga areas, or relaxation pods that provide respite during busy park days or cruise experiences.
• Signature wellness programming: Develop recurring experiences like sunrise meditation sessions, family mindfulness workshops, or evening sound baths that become destination differentiators and can command premium pricing.
• Wellness-enhanced existing offerings: Elevate current experiences with wellness elements like mindful walking tours, nature-based scavenger hunts, or healthy cooking demonstrations that blend entertainment with wellbeing.
• Seasonal wellness event: Create limited-time wellness festivals, digital detox weekends, or specialized retreats that drive visitation during traditionally slower periods and generate buzz on social media.

The most successful major destinations weave wellness into their existing guest flow rather than creating separate wellness facilities. This approach maximizes utilization while meeting guests where they already are in your property or experience.

How “WELL” Do You Think You Can Do in 2026? 

Wellness tourism has established itself as one of the most dynamic drivers in U.S. travel, and for your destination, it’s no longer optional—it’s your key growth strategy. The examples and strategies we’ve covered show that destinations don’t need massive budgets or complete overhauls to succeed in this market.

Your opportunity lies in designing programs that deliver real rest and recovery, create meaningful connections with nature and culture, and integrate seamlessly with your existing operations. By meeting your travelers where their priorities are today, you can capture immediate revenue, build stronger guest loyalty, and secure your position in the evolving tourism landscape.

The question isn’t whether wellness tourism will continue growing—it’s how much of that $1.4 trillion market you’re ready to capture.

To keep up to date on the latest trends influencing travel and tourism, subscribe to our newsletter. To find products that your visitors and guests will love, register for our next event. 

The post Why 2026 Is the Pivotal Year for U.S. Wellness Tourism first appeared on IGES.

This isn’t your typical seasonal migration story. We’re seeing a fundamental shift toward what we’re calling “experiential seasonality”—where travelers are picking destinations specifically because of what winter or fall brings to the table, not despite it.

Where Americans Are Heading

If you think you know where people are going for fall and winter travel, think again. Sure, there are the usual suspects, but the real story is in how travelers are choosing these destinations—and why. Fall foliage destinations are absolutely crushing it, with a 28% annual increase in vacation rental searches for September through November trips. But this isn’t just about pretty leaves. People are timing entire vacations around natural phenomena, harvest festivals, and seasonal celebrations that you can’t experience any other time of year.

Traditional Winter Sun Still Rules

Let’s be honest—Florida still owns winter travel, with four cities landing in the top 10: Orlando, Key West, Miami Beach, and Fort Lauderdale. Take Disney World, which completely transforms from November 14 through December 31, 2025, rolling out holiday entertainment, themed food, and festive character experiences that make a winter Disney trip feel completely different from a summer visit. It’s not just a theme park vacation—it’s a winter experience that happens to be at a theme park.

The Unexpected Winners

Phoenix is having a moment, especially for winter escapes. People are figuring out that Arizona isn’t just about heat—it’s about crystal-clear skies perfect for stargazing, perfect temperatures for hiking, and a wellness vibe that feels restorative rather than rushed. Meanwhile, from Bellingham to Bend,  the Pacific Northwest is quietly becoming a shoulder season favorite as travelers discover that fall and early winter mean dramatic scenery, smaller crowds, and hotel rates that won’t make you cry.

Hot springs are also becoming the secret destination of winter road trips. Places like California’s Sierra Nevada are seeing huge upticks in winter visitors who are building entire trips around soaking experiences. Grover Hot Springs State Park keeps their pools at a perfect 102-105 degrees year-round, while Sierra Hot Springs Resort offers both indoor and outdoor soaking with special winter rates from November through April. It’s the kind of experience that makes you wonder why anyone would want to visit a hot spring when it’s already hot outside.

Weather as a Planning Tool, Not an Obstacle

Here’s something travel pros are calling “climate-conscious routing”—and it’s exactly what it sounds like. With potential La Niña conditions hitting around October, smart travelers know the Pacific Northwest and Great Lakes regions will be wetter than usual, while the South stays drier and warmer. Instead of fighting the weather, they’re working with it. 44% of travelers are already choosing destinations closer to home because of rising costs, but they’re discovering that “closer” doesn’t mean “boring”—it means finding incredible seasonal experiences within driving distance.

The Rise of Intentional and Wellness-Focused Travel

Remember “revenge travel”? Yeah, that’s over. The biggest shift happening right now is travelers ditching the FOMO approach for what experts are calling JOMO—the joy of missing out. People are moving away from the old mindset of cramming every possible destination into their Instagram feed. Instead, they’re picking fewer places and staying longer, choosing experiences that actually mean something to them.

Intentional Travel Movement

2025 is officially the year of intentional travel — travelers want a slower pace and they’re not apologizing for it. This shows up in everything from longer stays at fewer destinations to trips planned entirely around specific seasonal events. People are booking vacations for apple harvest season, winter solstice celebrations, and regional holiday traditions that become the main event, not just something to do while you’re there. The focus has completely flipped from capturing the perfect social media moment to creating experiences that actually matter to the traveler.

Winter Wellness Tourism

Want to know what’s really taking off? Digital detox travel and nature-focused destinations where people can actually disconnect from the chaos of daily life. Winter wellness tourism is exploding because travelers are realizing that cold weather offers something summer can’t: the perfect excuse to slow down and reset.

Four Seasons mountain resorts are reporting record winter wellness bookings, combining luxury stays with spa treatments designed specifically for skiers. Winter Park Resort’s Zephyr Mountain Lodge gives you ski-in/ski-out access plus heated underground parking and on-site relaxation spots—because nothing says “I’ve got my life together” like skiing to your front door. Even luxury ski destinations like Four Seasons Whistler are getting creative with winter-specific experiences, including Moët & Chandon après setups and spa treatments designed for cold-weather recovery.

Seasonal Experience Seeking

Here’s a stat that might surprise you: 68% of travelers prefer adventure-based vacations like hiking, scuba diving, and cultural immersion. But the really interesting part? They’re not waiting for summer to do it. People are actively hunting down winter hiking, ice climbing, and aurora viewing experiences—adventures you literally cannot have any other time of year.

Repositioning cruises have become the insider secret for fall and winter travel. These are the voyages where cruise lines move ships between seasonal destinations, offering discounted rates on absolutely unique itineraries. Princess Cruises has a 20-day Panama Canal starting at $2,227 per person—try finding that kind of value on a regular cruise. Or there’s Celebrity Edge’s trips designed to perfect for travelers who want extended luxury with multiple sea days and exotic port calls that aren’t on anyone’s typical cruise radar.

The Economics: High-End vs. Budget Travel

Here’s what’s fascinating about fall and winter travel spending: people are simultaneously going all-out on experiences they care about while getting incredibly strategic about where they save money. The average 2025 travel budget hit $10,244, which is nearly double what people spent in 2024. That’s not a typo. People are prioritizing travel like never before, but they’re also getting smarter about how they spend.

Premium Experience Investment

When travelers find something they really want, price becomes almost irrelevant. Music fans will pay 25% more for hotels and flights to catch their favorite artist, while sports fans willingly pay 31% more for hotels and 28% more for flights to see games live. This “premium for experience” mindset is reshaping seasonal travel.

Take luxury ski properties—places like Hotel Lodge at Vail are charging rates that would make summer resort owners jealous, and people are paying it because you can’t ski in July. Courchevel’s Hôtel Barrière Les Neiges just debuted a two-story restaurant that transforms into a DJ party spot by night, turning the entire property into a complete seasonal destination. Even Disney World is getting creative with up-to-20% savings on room packages for October through December 2025 stays, showing how even premium brands create seasonal value.

Budget-Conscious Seasonal Strategies

On the flip side, travelers are getting seriously strategic about saving money. 9 out of 10 holiday travelers are hitting the road instead of flying, giving families complete control over transportation costs while extending their trips. Vacation rentals are becoming the go-to for longer winter stays because you get the space families need plus kitchen access to avoid eating out for every meal.

Smart properties are rewarding this trend with clever pricing. Sun Peaks offers 20% early bird savings for bookings made before August 31, 2025. Massanutten Resort has tiered discounts where 3-4 nights gets you 10% off, 5-6 nights earns 15% off, and a full week scores 20% off. It’s like they’re rewarding you for actually wanting to relax instead of rushing through a long weekend.

Spending Pattern Evolution

Here’s something interesting: 73% of travelers say supporting local small businesses is important when they visit new destinations. This isn’t just feel-good talk—it’s becoming a real budget line item, especially during fall and winter travel when seasonal farmers’ markets, local craft fairs, and regional food specialties become central to the travel experience rather than optional add-ons. People are budgeting specifically to shop local because it feels authentic in a way that generic souvenir shops never will.

Technology Enhancing Seasonal Travel Planning

U.S. travelers are no strangers to using technology to manage every part of their trip, but seasonal travel planning has taken things to a whole new level. 80% of younger travelers are using travel apps and social media to plan their perfect seasonal getaway, but honestly, the tech tools available now make everyone look like a travel planning genius.

Smart Seasonal Planning

Weather prediction apps and AI recommendations are completely changing how people approach seasonal trips. Instead of crossing your fingers and hoping for the best, travelers are using tools that predict optimal foliage timing, track storm patterns that might mess with winter travel plans, and give real-time updates on conditions at their destinations. 83% of travelers say at least one aspect of AI is useful for booking, and seasonal recommendations are among the most popular features. It’s like having a personal meteorologist and travel agent rolled into one app.

Digital Tools for Seasonal Experiences

Virtual reality previews are becoming particularly valuable for winter destinations and seasonal activities, allowing travelers to experience snow conditions, visualize winter landscapes, and understand activity requirements before booking. Mobile booking platforms are enabling last-minute seasonal travel decisions, particularly important for weather-dependent activities like aurora viewing or optimal foliage timing where conditions can change rapidly.

Technology-Enabled Personalization

Travelers have noted that the best usage of generative AI is activity recommendations, budget/expense management, translation assistance, and personalized trip recommendations. For seasonal travel, this personalization becomes particularly valuable as travelers seek experiences that align with their specific interests in seasonal phenomena, weather preferences, and activity levels during different times of the year. Technology is enabling more sophisticated seasonal travel planning, from apps that predict optimal foliage timing to AI-powered recommendations that suggest activities based on real-time weather conditions and personal preferences.

2025 Is All About Experiences

Fall and winter 2025 travel isn’t just about escaping the cold anymore—it’s about embracing what these seasons uniquely offer. The shift toward intentional travel, wellness experiences, and technology-enhanced planning is creating real opportunities for tourism businesses that understand this evolution. Whether travelers are splurging on a luxury ski lodge experience or strategically road-tripping to hot springs destinations, the common thread is purposefulness. They’re not just enduring winter; they’re actively choosing it for experiences they can’t get any other time.

With U.S. travel spending projected to hit $1.35 trillion in 2025, businesses that get this trend right will be the ones thriving. The data shows travelers are willing to invest serious money in meaningful seasonal experiences while also seeking authentic connections with local communities and natural phenomena. As we move through 2025, fall and winter travel represents something bigger than just bouncing back from the pandemic—it’s a complete reimagining of what seasonal travel can be when people actually plan for the season instead of despite it.

To keep up to date on the latest trends influencing travel and tourism, subscribe to our newsletter. To find products that your visitors and guests will love, register for our next event. 

The post Fall/Winter Travel 2025: The Experiences and Destinations Travelers Want first appeared on IGES.

Top Travel Trends for Summer 2025

Record-Setting Domestic Demand

Hilton Worldwide recently raised its 2025 profit forecast, citing a 6.3% year-over-year rise in Q2 revenue and a full recovery in U.S. room-night demand. CEO Christopher Nassetta attributes this to robust domestic travel spending, despite softer international arrivals.

Fourth of July Travel Surged

AAA projected 72.2 million Americans will travel at least 50 miles during the July 4th holiday week (June 28–July 6), up 1.7 million from 2024 and 7 million above 2019 levels. Road trips lead the way with 61.6 million car travelers, while 5.84 million will fly.

Merch Magic: Display Trends That Convert

Immersive “Destination Capsules”

Leverage AI insights to create rotating in-store “Capsules” that tell a micro-story—such as a New England lighthouse set-up in July or a desert starlight vignette in August—complete with synchronized lighting, scent diffusers (e.g., pine or salt air), and a curated selection of region-inspired products.

• Smart Capsule Kiosks: Touchscreens powered by generative AI recommend items—like family-friendly beach kits or solo-traveler safety pouches—based on brief traveler profiles.
• Limited-Edition Drops: Release region-exclusive goods (e.g., artisan sea-salt caramels from Maine, suede desert hats from Arizona) in weekly “pop-capsule” windows to drive foot traffic and FOMO.
• Mega-Micro Merchandising: Deloitte’s 2025 Travel Industry Outlook highlights the rise of “mega-micro” merchandising—using AI to anticipate traveler needs and dynamically curate both mass-appeal and hyper-niche offers in real time, boosting per-transaction revenue by up to 15% in pilot programs.

Customer Connection Corner

Personalized Loyalty Through Data

Deloitte’s Consumer Loyalty Survey finds 60% of travelers expect real-time, personalized rewards in 2025. Leading tourism retailers are integrating AI-driven loyalty platforms that trigger dynamic offers—such as an instant 10% family-pack discount when a parent scans in with child-focused items—resulting in a 24% lift in active loyalty members.

IGES Ideas: Product Spotlight

Travel-as-Gift Bundles

Travel retail sales are lagging, but the Wall Street Journal reports that “travel as a gift” remains one of the fastest-growing retail categories, with packages and vouchers outperforming traditional gift cards during peak seasons. Capitalize on this trend by offering pre-packaged “Gift Trip Kits”—stylish tote, branded travel journal, and a digital voucher for local tours or experiences—beautifully gift-wrapped to spur impulse buys.

Attraction Action

Airbnb Relaunches Experiences & Services

Airbnb’s latest app update marks its boldest push yet into tours and activities, relaunching Airbnb Experiences alongside “Airbnb Originals” celebrity-led events (think Patrick Mahomes’ football clinic) in 650 cities globally. The integration places Experiences directly in the booking flow, with AI-personalized recommendations based on stay history—positioning Airbnb to reclaim market share in the $250 billion tours and activities sector.

Sustainable Scene

AI-Powered Sustainability Gains

A recent Reuters analysis shows AI is revolutionizing travel sustainability:

• Flight Optimization: Predictive routing cuts aviation contrails and fuel burn.
• Hotel Waste Reduction: AI tools like Winnow saved 1,100 tonnes of food at Iberostar properties in 2023.
• Smart Energy Management: Real-time environmental forecasting slashes hotel energy use by up to 12%.

These innovations not only reduce carbon footprints but also enhance guest comfort and operational resilience.

Local Tennessee News

Tennessee Tourism’s Summer 2025 Highlights

The official Tennessee Tourism press portal outlines brand-new summer offerings across the state—everything from a revamped canopy-walk in the Cumberland Plateau to the debut of the Jackson Hole–inspired “Wild West” zip lines near Chattanooga. They also preview two new festivals: the Smoky Mountain Music & Makers Fair and the Nashville Night Markets summer series. 

Dollywood Named America’s Favorite Theme Park

In NAPHA’s 39th annual survey, Dollywood was crowned America’s Favorite Theme Park for the third straight year, besting even Disneyland. Located in Pigeon Forge, Dollywood drew praise for its unique Appalachian theming and community spirit—testament to Dolly Parton’s vision and its economic impact on Sevier County. This accolade spotlights Dollywood’s enduring appeal as a domestic travel driver for families and multi-generational groups.

Stay tuned as we continue to bring you fresh data, credible insights, and actionable ideas —keeping your tourism retail strategy ahead of the curve.

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Top Travel Trends for Summer 2025

Emerging Luxury “Experience Capsules”

Ultra-high-end travelers are gravitating toward short but immersive luxury getaways—everything from “Hamptons girls’ weekends” costing $5,000+ per person to curated wellness retreats. Social media–driven itineraries emphasize boutique fitness, private chef dinners, and influencer-worthy photo ops, even amid economic headwinds.

Selective Solo Travel: The “Solorette” Phenomenon

Though overall solo travel has declined, a niche trend has emerged among brides opting for “solorettes”— solo bachelorette retreats focused on self-care and reflection before marriage. These trips blend mindfulness (e.g., Sedona wellness stays) with destination appeal (e.g., New Orleans culinary tours), underscoring solo travel as self-affirmation rather than mere adventure. 

Scaled-Back Yet Meaningful Luxury Travel

Affluent consumers continue booking luxury domestic trips, but with a sharper focus on curated, experience-driven itineraries. Instead of week-long resort stays, luxury travelers favor “experience capsules”—two- to three-night bespoke stays at boutique wellness retreats, historic inns, or culinary-focused farm stays. Nearly 62% of high-net-worth respondents in the Preferred Hotels & Resorts Luxury Travel Report say they prefer immersive cultural experiences over purely opulent amenities. 

Caution Among Low- and Middle-Income Households

While 76% of Americans plan to travel in 2025, diving deep into WSJ data shows that leisure demand among lower-income brackets is fragile. The Conference Board’s Consumer Confidence Index sits near its lowest since 2021, and airfare is up 11% year-over-year. These pressures have driven 21% of travelers to replace long-haul plane trips with domestic road journeys this season.

Merch Magic: Display Trends That Convert

Resort-Core Meets Local Craftsmanship

The “resort-core” aesthetic — driven by travelers’ desire to extend that vacation feeling into everyday life—spurs a new wave of design-forward merchandising. According to Livingetc, resort-core blends luxe textures and calming palettes with artisanal, region-specific goods. Retailers can tap this by displaying plush, travel-inspired loungewear alongside handcrafted home décor sourced from local makers, evoking a vacation vibe in-store. 

Subscription and Membership Boxes

Inspired by broader retail subscription trends, tourism retailers are introducing “Local Flavor” boxes. Monthly or quarterly curated collections—featuring region-specific snacks, handcrafted textiles, and digital vouchers for nearby attractions—enable travelers to relive experiences post-trip or sample new locales before visiting. Travel subscription adoption is accelerating, offering retailers a new recurring-revenue stream.

Customer Connection Corner

Elevating Loyalty with Data-Driven Personalization

Travel industry leaders report that loyalty programs have never been more central to retention: 85% say these initiatives have grown in prominence over the past two years, and 22% higher budgets in 2024 underscore that priority. Programs that use real-time data to trigger tailored offers (e.g., upgrade alerts, region-specific perks) see active member rates rise by 24%. These insights come from Deloitte’s latest “Travel Loyalty Programs: 10 Insights from Surveyed Leaders.”

IGES Ideas: Product Spotlight

Handcrafted “Experience Keepsake” Collections

According to the Preferred Hotels & Resorts Luxury Travel Report, 68% of affluent travelers now seek locally made artisan mementos that reflect the culture and craftsmanship of their destination. Curate “Experience Keepsake” bundles—such as hand-blown glass from coastal studios or small-batch spice blends from regional producers—to meet this desire for authenticity and drive higher margin sales.

Attraction Action

San Diego Zoo Safari Park—“Roar & Snore” All-Ages Sleepovers

The San Diego Zoo Safari Park continues to innovate with its “Roar & Snore” program, offering themed overnight camping experiences under the stars alongside live animal exhibits. June 2025 dates include Fathers’ Day special sleepovers (June 14–15), with guided night safaris, campfire programs, and conservation talks. This all-ages immersive adventure appeals to families and solo nature enthusiasts, boosting weekday attendance during off-peak periods. 

Houston Zoo—Jack’s Café Launch & Camp Zoofari

The Houston Zoo unveils Jack’s Café & Reflections Event Hall, opening June 2025. Named for longtime patron John P. McGovern, Jack’s Café is a 4,286 sq. ft. indoor-outdoor venue overlooking the new Galápagos Islands exhibit, featuring bird-friendly glass and an 18,000-gallon rainwater harvesting system. In tandem, Camp Zoofari kicks off its June sessions (June 2, 9, 16, 23, 30), offering week-long conservation camps for ages 6–12 that include behind-the-scenes animal care experiences and guided “nocturnal night” hikes. These new offerings position Houston Zoo as a must-visit for family and nature travelers seeking immersive, educational adventures.

Smithsonian Traveling Exhibits—“Crossroads: Change in Rural America”

In June 2025, the Smithsonian Institution continued the “Crossroads: Change in Rural America” exhibit to Bandera, Texas (June 21–Aug 2) as part of its Museum on Main Street program. This interactive, mobile exhibit features photograms, audio narratives, and artifacts chronicling rural transformation over the 20th century. Retailers near host sites can leverage foot traffic by offering traveler-oriented merchandise bundles—e.g., “Texas Heritage” kits including local preserves, quilting squares, and a roadmap to nearby agritourism stops.

Sustainable Scene

A Make-or-Break Year for Sustainable Business

WSJ’s “The Year Ahead in Sustainable Business” highlights that 2025 will be pivotal for carbon-credit markets, new COP regulations, and U.S. political shifts impacting ESG priorities. Travel and retail brands that align product assortments with verified sustainability metrics—and offer point-of-sale carbon offsets—will not only meet growing consumer demand but also gain strategic resilience in a tightening regulatory environment.

Stay tuned as we continue to navigate these changes together. We invite you to subscribe for more insights and strategic ideas to keep you ahead in the evolving tourism market.

The post July Edition: What’s Hot in U.S. Tourism Retail first appeared on IGES.

In this report, you’ll find that US tourism trends for 2025 are all about personalization and meaningful experiences. Domestic tourism is expected to boom, while solo travel and cultural immersion gain popularity. Wellness tourism and eco-friendly options are also on the rise, reflecting a growing desire for trips that benefit both the traveler and the planet. Whether you run a theme park gift shop or manage a hotel, these insights into travel trends for 2025 and beyond will give you a head start on crafting unforgettable experiences for your future visitors and guests.

Domestic Travel Exceeds Pre-Pandemic Levels

Domestic travel is set to exceed pre-pandemic levels by 2025, driven by a renewed appreciation for local experiences. Americans are rediscovering the beauty of their own country, with a growing interest in exploring untouched landscapes and natural wonders. This shift is particularly pronounced among younger generations, especially teens, who are increasingly drawn to outdoor adventure programs. These programs offer exhilarating activities such as surfing, zip lining, hiking, and wildlife viewing, catering to a desire for authentic, nature-based experiences.

Road Trips and Regional Travel

The great American Road Trip continues its resurgence, embodying a spirit of freedom and flexibility that resonates with modern travelers. By 2030, domestic travel is projected to represent a staggering 70 percent of travel spending in the United States. Currently, the US holds the title of the world’s largest domestic travel market, though China is expected to claim this position in the coming years. The trend towards regional exploration is also gaining momentum, as travelers seek to uncover hidden gems closer to home.

To encourage domestic travel, it’s crucial to be aware of upcoming changes. Starting May 7, 2025, you’ll need a REAL ID-compliant driver’s license or state ID to board domestic flights and access certain federal facilities. This change aims to enhance security standards and may indirectly promote domestic tourism by ensuring smoother travel experiences within the country.

Shift Towards Sustainable and Responsible Travel

As we look at what’s happening in 2025, the growing trend towards sustainable and responsible travel isn’t slowing down. As of today, 83 percent of global travelers think sustainable travel is vital, 49 percent believe there aren’t enough options available. This shift reflects a heightened awareness of the environmental and social impacts of tourism.

Eco-friendly accommodations

We’re also seeing an increasing number of eco-friendly hotels in the United States. These establishments are not just following a trend; they’re responding to consumers’ growing concern over environmental issues. Many of these hotels have earned LEED certification, demonstrating their commitment to energy efficiency and ecological design. For example, some hotels use solar hot water systems and photovoltaic cells to generate a portion of their electricity. Others have implemented innovative practices like energy-efficient heating and cooling systems, LED lighting, and occupancy-based thermostat controls .

Carbon-neutral travel options

To address the carbon footprint of air travel, which accounts for about 2% of global CO2 emissions, some travel companies are taking bold steps. For instance, Natural Habitat Adventures has been the world’s first 100% carbon-neutral travel company since 2007. They offset not only the emissions from their adventures but also their travelers’ flights to and from global destinations. As of now, they’ve offset 68,093 tons of carbon dioxide, equivalent to 14,672 cars not being on the road for a year.

Support for local communities

Consumers are increasingly adopting responsible tourism practices, recognizing their potential to positively impact local economies. This behavior manifests in various ways, such as prioritizing local businesses for their purchases and services. By patronizing local establishments, travelers inject foreign income into communities and help maintain local economic circulation. Furthermore, there’s a growing trend of engaging with local tour guides, as travelers seek more authentic perspectives on local culture and history. This shift in consumer behavior reflects a broader awareness of tourism’s long-term effects, with many travelers consciously choosing actions that contribute to preserving a destination’s natural beauty and cultural heritage for future generations.

Focus on Health and Wellness Tourism

Medical tourism growth

We’re also keeping our eye on the medical tourism market booming in the coming years. By 2025, it’s expected to reach a staggering $182.00 billion, with about 88 million people traveling across borders for healthcare annually. This growth isn’t just about cosmetic procedures; it includes critical care treatments like oncology, cardiovascular, and neurology. The rise in medical travel is partly due to lower air travel costs, making it more affordable to seek treatment abroad.

Wellness retreats and spas

Wellness retreats and wellness tourism reach $720 billion in 2019. Wellness tourism and retreats offer consumers a chance to rejuvenate your body and spirit. These getaways typically feature a combination of yoga classes, nourishing meals, spa treatments, and meditation sessions, all designed to help participants relax, reconnect with themselves, and detoxify both physically and mentally.

Mental health-focused travel experiences

Travel has emerged as a powerful tool for enhancing mental health, offering a multifaceted approach to improving psychological well-being in our increasingly stressful world. These positive impacts on mental health are not fleeting; research suggests that the psychological benefits of travel can persist for up to five weeks after returning home, offering a prolonged boost to mood and overall mental state. As awareness of mental health issues continues to grow, travel is increasingly recognized not just as a leisure activity, but as a valuable investment in a person’s psychological well-being.

Emphasis on Authentic Cultural Experiences

Immersive local interactions

You’ll find that authentic cultural experiences are becoming increasingly popular in US tourism. By 2025, you can expect more opportunities to engage with local communities and traditions. About 40% of all tourism worldwide now focuses on cultural and historical travel. This trend allows you to dive deep into the heart of a destination, connecting with locals and witnessing centuries-old customs firsthand.

Food tourism and culinary adventures

Food tours are gaining traction as a way to explore local culture and flavors. You’ll have the chance to sample authentic dishes and even learn how to prepare them using traditional methods. For instance, Secret Food Tours now span 17 US cities, offering everything from Mexican-inspired cuisine in San Diego to classic Southern fare in Charleston.

Heritage and historical tourism

Historical sites and heritage tours are set to play a significant role in US tourism. You can immerse yourself in American history through experiences like visiting Civil War battlefields or exploring the National Mall in Washington, DC. [Millennials show particular interest in heritage travel, with 73% expressing a desire to visit cultural and historic places. These experiences offer you a chance to connect with the past and gain a deeper understanding of American culture and identity.

Impact of Climate Change on Tourism

Climate change is reshaping the tourism landscape, forcing you to rethink your travel plans. The tourism sector contributes significantly to greenhouse gas emissions, accounting for about 10% of global emissions. This impact is expected to grow, with tourism emissions forecast to increase by 25% between 2016 and 2030.

Adaptation of popular destinations

Rising temperatures are altering travel patterns. You might find yourself opting for cooler destinations or traveling during spring and autumn instead of summer . Coastal tourism, which accounts for over 60% of European holidays and 80% of US tourism revenues, faces significant challenges. Sea levels are rising 3.2 millimeters annually, threatening coastal attractions and infrastructure.

Rise of ‘last-chance’ tourism

A new trend called “last chance tourism” (LCT) has emerged. It involves visiting endangered destinations before they disappear. For instance, 70% of tourists surveyed at the Great Barrier Reef were motivated to see it “before it’s gone”. However, this trend creates a paradox: the increased tourism to these fragile sites contributes to their destruction.

Sustainable tourism initiatives

To address these challenges, the tourism industry is shifting towards sustainable practices. This includes limiting visitor numbers, banning polluting transport, and promoting renewable energy use. The goal is to balance economic growth with environmental conservation and cultural preservation, ensuring tourism remains a positive force for both people and the planet. As SmartFlyer notes:

“Ultimately, sustainable travel is about a lot of the things guests cannot see, but travelers can rest assured that their stay is not further contributing to single-use plastic use or food waste by booking with brands that have innovative practices and policies in place.”

Emergence of New Travel Demographics

Gen Z and Millennial preferences

We’ve also noticed a significant shift in travel demographics as Gen Z and Millennials take center stage. These younger generations are reshaping the travel industry with their unique preferences and values. Gen Z, estimated to have a global spending power of $140 billion, accounts for about 40% of all consumers. By 2025, Millennials and Gen Z will make up 45% of luxury sales. These young travelers seek authentic and immersive experiences, with 70% of American millennial and Gen Z travelers looking for unique adventures their friends haven’t considered. They value sustainability, with many choosing eco-friendly options. To cater to this tech-savvy generation, who spend an average of 10.6 hours per day online, travel brands must offer seamless digital experiences and mobile-friendly options .

Solo and small group travel

Solo travel is on the rise, especially among younger generations. A majority of travelers are interested in traveling alone, with 76% of Gen Z and Millennials open to solo adventures. The #solotravel hashtag has been used on Instagram over 9 million times, highlighting its popularity. Solo travelers often seek self-care, less hassle in planning, and opportunities to meet new people. Interestingly, while solo travel is gaining traction, group travel is also seeing growth. More high schools are planning student trips, and extended families are increasingly traveling together.

Multi-generational family trips

Multi-generational trips are becoming a rising travel trend. Families are finding it easier to spend quality time together while relaxing on vacation. When planning these trips, it’s crucial to choose destinations with diverse options for every age group. To make multi-generational trips successful, consider all-inclusive resorts or cruises to keep budgets in check. Renting villas or houses can provide more space and home-like conveniences for extended families. National parks, like Yellowstone, offer a range of activities suitable for all ages, from wildlife viewing to guided tours.

Rise of Technology-Driven Personalization

Technology is playing a bigger role in shaping consumer experiences. By 2025, artificial intelligence (AI) will be at the forefront of creating personalized travel experiences. AI-powered platforms will analyze your past travel behavior, social media activity, and real-time trends to create tailored itineraries. This shift is particularly evident among younger generations, with 53% of Gen Z and 57% of Millennials preferring personalized travel planning aided by AI tools.

Virtual reality (VR) and augmented reality (AR) will transform how consumers explore destinations and plan trips. Before booking, consumers are able to use VR for virtual destination previews, providing 360-degree views of hotels and attractions. Once at their destination, AR navigation tools will overlay digital information onto the physical world, making it easier to explore new cities. Smart tourism infrastructure will enhance your travel experience. Concepts like smart airports will integrate advanced technologies to streamline operations and reduce wait times. IoT-enabled luggage tags will allow you to track your bags throughout your journey, reducing stress associated with baggage handling.

Mobile-first booking platforms

We also see that mobile-first booking platforms are becoming the norm. With 98% of respondents having at least one paid video streaming subscription, it’s clear that subscription-based services are popular. This trend is extending to travel, with platforms like TravelPerk offering user-friendly interfaces for searching and booking travel services based on your preferences.

Last-minute travel trends

Last-minute travel is on the rise, driven by flexible booking options. TravelPerk’s FlexiPerk add-on allows people to cancel travel plans up to two hours before departure with a guaranteed 80% refund. This flexibility caters to the growing demand for spontaneous trips and changing travel plans.

Subscription-based travel services

Subscription-based travel services are gaining traction. Alaska Airlines’ Flight Pass, starting at just $49 per month, allows you to book round-trip tickets on eligible flights. For luxury travelers, Inspirato offers high-end accommodations starting at $2,500 per month. These services provide simplicity and value, with 87% of travel subscribers planning to increase or maintain their current subscription levels.

Shift in Accommodation Preferences

Growth of vacation rentals

We also see that vacation rentals are gaining popularity in the US. This market has been experiencing significant growth as travelers seek unique and personalized experiences. The flexibility, space, and amenities offered by vacation rentals cater to your desire for a home-away-from-home experience, making them an attractive alternative to traditional hotels. Airbnb noted this in 2023 when it started offering featured listings for those visiting National Parks.

Unique and boutique accommodations

For hotels that survived the pandemic, booking is back. For a charming getaway, consumers are considering swapping plastic keycards for brass skeleton keys at boutique hotels. These unique accommodations, often housed in restored historic buildings, offer a blend of luxury and character. From 1920s motor lodges to 19th-century mansions, consumers have a variety of options that transport them to glamorous eras of the past.

Eco-lodges and sustainable stays

As environmental awareness grows, eco-friendly accommodations are becoming increasingly popular. Many travelers are prioritizing sustainable stays, with 76% considering sustainability aspects when planning their trips. These eco-lodges and resorts not only reduce their carbon footprint but also focus on preserving the natural environment and empowering local communities. Giving guests the chance to enjoy luxury without sacrificing sustainability is an ingenious move on the part of these innovative properties.

Emerging Niche Markets

Space Tourism Possibilities

Consumers might soon find themselves booking a ticket to the stars. Space tourism is taking off, with private companies actively developing rockets and shuttles for commercial human spaceflight. By 2030, this market could reach $4 billion annually. Virgin Galactic, founded by Richard Branson, is leading the charge, offering suborbital flights for $450,000 per ticket. While still in its early stages, the space industry is projected to grow from $350.00 billion to $1.00 trillion by 2040.

Volunteer and Philanthropic Travel

A trend we particularly love is the rising popularity of volunteer tourism. Volunteer tourism is where visitors can contribute to environmental conservation, youth support, or community development projects. These experiences not only allow travelers to explore new places but also make a meaningful impact on local communities.

Educational and Skill-based Tourism

Another trend we’re watching with anticipation is the ability for travelers to combine learning with travel through educational tourism. This market is booming, expected to reach $304.30 billion by 2033. Travelers can participate in language immersion programs, attend international conferences, or explore outdoor education opportunities. Many universities and tourism organizations are collaborating to offer comprehensive educational experiences. These programs cater to diverse interests, from healthcare education to cultural heritage exploration, providing unique opportunities for personal and professional growth.

The Future is Bright

To wrap up, the US tourism landscape in 2025 looks set to be shaped by changing traveler preferences and evolving global trends. From a boom in domestic travel to a growing focus on sustainable and responsible tourism, the industry is adapting to meet new demands. The rise of unique experiences, wellness-focused trips, and technology-driven personalization are poised to transform how we plan and enjoy our getaways.

As we look ahead, it’s clear that the future of travel in the US is about more than just visiting new places. It’s about meaningful experiences, cultural immersion, and making a positive impact. There are infinite possibilities for tourism-based businesses to innovate, partner, and pivot in order to keep visitors and guests coming in.

Want to find amazing merchandise, souvenir and gifts for your attraction’s store? Register to attend our next show.

Macala Rose is a writer and researcher who specializes in consumer behavior. Her expertise has been published in the New York Times, Wall Street Journal, San Francisco Chronicle, and many more publications. When she’s not writing about consumer behavior or food, she can be found scouring for deals in antique shops or on the back of her horse. You can with her on LinkedIn at https://www.linkedin.com/in/macala or via https://www.maca.la.

The post US Tourism Trends 2025: What Consumers Want and Expect first appeared on IGES.

Top Travel Trends for Summer 2025

Family and Multigenerational Travel Lead the Way

In 2025, nearly half of U.S. travelers prioritize family-oriented trips: 47% plan multigenerational or family vacations, a 17% increase from 2024. Friend group travel follows at 20%, while only 12% intend to travel solo—a dramatic 72% drop from 2024. This shift underscores the emphasis on shared experiences over independent journeys. 

Rise of Inland and Rural Destinations

Beach and coastal locations remain popular, with U.S. travelers spending an average of $5,195 per trip on vacations. There is a marked uptick in interest for inland U.S. destinations. States such as Michigan, Wisconsin, Minnesota, and Tennessee have climbed into the top ten most-searched for 2025, reflecting travelers’ appetite for lakefront escapes, mountain retreats, and small-town charm.

Shorter, Closer “Microcations” Take Hold

Deloitte’s 2025 Summer Travel Survey reveals that 57% of American travelers intend to take multiple short trips (three days or fewer) within 200 miles of home—versus 45% in 2024. This trend reflects budget-conscious planning, as 23% of respondents cited high airfare and hotel costs as motivators to “stay local” and stretch vacation dollars. 

Merch Magic: Display Trends That Convert

AI-Enhanced Personalization and Omnichannel Integration

Retailers are leveraging generative AI to create hyper-personalized merchandising. Chatbots and AI-driven kiosks can suggest products based on real-time traveler profiles—e.g., a family browsing for local keepsakes or a luxury shopper seeking limited-edition artisanal goods. This technology both drives conversion (15% higher during pilot AI implementations) and optimizes inventory by predicting demand for regional favorites. 

Interactive, Immersive In-Store Experiences

As travelers crave meaningful connections, retail spaces are transforming into mini-experiential hubs. Consider installing AR “destination walls” where shoppers scan QR codes to see local landmarks come to life, paired with curated merchandise (e.g., a 3D-printed model of the Grand Tetons beside a locally crafted hiking guide). These multisensory displays not only extend dwell time but also strengthen emotional ties to a region. 

Customer Connection Corner

Addressing Unfair Solo Pricing and Building Trust

Recent investigations reveal airlines surcharging solo passengers up to 50% more than duo or group travelers on identical itineraries—a hidden penalty for those traveling alone. Retailers can mirror transparency by clearly labeling multi-item discounts and avoiding “hidden” fees (e.g., additional packaging costs for single-sku souvenirs). Proactive communication builds goodwill among discretionary spenders. 

AI-Driven Loyalty and Mobile Engagement

With eight in ten shoppers influenced by digital retail media, tourism retailers are embedding AI into loyalty apps—offering personalized “next-visit” discounts based on previous purchase history, geo-fenced promotions when a traveler enters a destination, and tailored push notifications (e.g., “Family-friendly artisan workshop today at 2 PM”). This real-time, data-backed approach elevates the customer experience and drives incremental spend.

IGES Ideas: Product Spotlight

Regenerative Travel Kits

Consumers increasingly favor eco-conscious purchases. Curate “Regenerative Travel Kits” containing biodegradable toiletries (sourced from local cooperatives), seed paper journals to plant after use, and artisan-crafted upcycled goods (e.g., jewelry from reclaimed driftwood). These kits underscore both responsibility and authenticity, resonating with wellness- and eco-minded travelers.

Regional Artisanal Food & Beverage Packs

Capitalize on the boom in functional and global snack trends by bundling region-specific flavors — like Vermont maple bourbon caramels or Pacific Northwest berry preserves — into curated “Taste of [State]” gift packs. These edible keepsakes delight multi-generational groups and solo foodies alike, driving both on-site impulse purchases and online reorders.

Attraction Action

Cleveland Museum of Art—14th Annual Summer Solstice Festival

Returning in June, the Summer Solstice festival transforms the CMA grounds into a nighttime art-and-music spectacular. Headliners include Da Land Brass Band (Cleveland), Balkan Paradise Orchestra (Spain), El Laberinto del Coco (Puerto Rico), and Mexican Institute of Sound (Mexico). This all-ages event integrates immersive projections, outdoor installations, and culinary pop-ups, drawing both families and adult patrons. Retailers near University Circle can capitalize on spillover foot traffic by hosting late-night “Museum Edition” souvenir kiosks featuring art-inspired prints and local artisan crafts.

Dollywood’s 40th Anniversary—“Smoky Mountain Summer Celebration”

Dollywood celebrates its 40th season (June 14–Aug 3) with brand-new Summer Celebration packages, including extended park hours, exclusive “TimeSaver” ride passes for resort guests, and family-friendly evening fireworks over the Smokies. A new hillside “Dollywood” sign and expanded parking enhance guest convenience, while immersive experiences—like the Flower & Food Festival (running through June 8) and launch of a 40th-anniversary show—cater to multi-generational families and luxury guests seeking VIP amenities.

Sustainable Scene

Wellness-Focused Offerings as Differentiators

In an era when 71% of U.S. summer travelers report “stress relief” as their primary trip motivation, destinations offering curated wellness experiences gain a competitive edge. Highlight programs like Disney’s Epcot Fireworks Experience—with its champagne and gourmet bites to de-stress—alongside boutique farm stays offering equine therapy or Appalachian forest bathing. By packaging these with eco-friendly amenities, retailers and attractions not only meet modern demands but also drive incremental spend.

Stay tuned as we continue to navigate these changes together. We invite you to subscribe for more insights and strategic ideas to keep you ahead in the evolving tourism market.

The post June 2025: What’s Hot in U.S. Tourism Retail first appeared on IGES.

In this blog post, we will explore the importance of retail merchandising in visitor experiences, key components of successful merchandising strategies, and examples of how some of the world’s leading attractions are using merchandising to create magical memories for their guests. So let’s dive in and learn how to transform your visitors into customers through the magic of retail merchandising!

The Importance of Retail Merchandising in Visitor Experiences

Retail merchandising is essential for zoos, theme parks, and tourist attractions because it directly impacts visitors’ perceptions of your brand. When guests have a positive experience at your attraction, they are more likely to purchase souvenirs and other merchandise, which in turn can generate significant revenue for your business.

Furthermore, retail merchandising plays a critical role in extending the visitor experience beyond the walls of your attraction. By offering memorable and unique souvenirs, you give visitors a physical reminder of their time spent with you, which can help build brand loyalty and encourage repeat visits. In addition, well-executed retail merchandising can create a sense of discovery and excitement for your guests, making their visit even more enjoyable.

Lastly, retail merchandising can also help to differentiate your attraction from competitors. By offering exclusive merchandise and unique retail experiences, you can set your brand apart in the minds of visitors, making it more likely that they will choose to return to your attraction in the future.

Key Components of a Successful Merchandising Strategy

A successful retail merchandising strategy for zoos, theme parks, and tourist attractions is built on several key components. First and foremost, it is essential to have a deep understanding of your target audience. Knowing who your visitors are, what they want, and what motivates them to make purchases will enable you to create a merchandising strategy that resonates with them.

Next, it is crucial to develop a strong visual merchandising plan. This includes creating eye-catching store layouts and displays, which will draw visitors into your gift shops and encourage them to explore your merchandise. Additionally, the design of your retail space should be consistent with your overall brand identity, further reinforcing the emotional connection between your visitors and your attraction.

Product selection and pricing are also critical factors in a successful merchandising strategy. Your merchandise mix should include a variety of items that appeal to your target audience, while also offering a range of price points to accommodate different budgets. It’s also essential to focus on creating memorable and unique souvenirs, which will help to differentiate your attraction from competitors.

Staff training and customer service are additional components of a successful merchandising strategy. Your retail employees should be knowledgeable about your products and have the skills to engage with visitors in a friendly and helpful manner. This will not only lead to increased sales but also help to create positive memories for your guests.

Finally, integrating technology into your merchandising strategy can help to further enhance the visitor experience. From mobile apps and virtual reality experiences to interactive displays and self-checkout kiosks, there are numerous ways that technology can be used to elevate your retail offerings.

Visual Merchandising: Creating an Enticing Store Layout

Visual merchandising is the art of arranging products and creating store displays in a way that attracts and engages customers. In the context of zoos, theme parks, and tourist attractions, effective visual merchandising is essential for drawing visitors into your gift shops and encouraging them to explore your merchandise.

To create an enticing store layout, start by thinking about the overall flow of your retail space. This involves considering how visitors will move through your store and organizing your merchandise in a way that encourages them to browse and discover new items. This can be achieved by using a mixture of straight and curved fixtures, creating distinct product zones, and incorporating unexpected elements such as interactive displays and demonstration areas.

Next, consider the use of color in your store layout. Color is a powerful tool that can be used to evoke emotions and create a specific atmosphere, which can ultimately influence your visitors’ purchasing decisions. For example, bright colors such as red, orange, and yellow can create a sense of excitement and energy, while cooler colors like blue and green can evoke feelings of calm and tranquility. Choose a color palette that reflects your brand identity and the mood you want to create in your store.

Lastly, focus on creating eye-catching displays that showcase your merchandise in the best possible light. This can include using mannequins, props, and lighting to create visually appealing vignettes that tell a story about your products. Remember, your goal is to captivate your visitors and entice them to explore your merchandise further.

Product Selection and Pricing for Gift Shops

When it comes to selecting products for your gift shops, it’s essential to keep your target audience in mind. Consider the demographics of your visitors, their interests, and the types of experiences they are seeking at your attraction. This will help you to choose merchandise that resonates with your guests and encourages them to make purchases.

In addition to offering a range of products that appeal to your target audience, it’s also important to consider the price points of your merchandise. Offering items at various price points will ensure that there is something for everyone, regardless of their budget. This can include low-cost items such as keychains and magnets, mid-priced products like t-shirts and hats, and higher-priced items like collectible figurines and artwork.

When selecting products for your gift shops, it’s also crucial to focus on creating memorable and unique souvenirs. This can include offering exclusive merchandise that is only available at your attraction or collaborating with local artists to create one-of-a-kind items. By offering unique souvenirs, you can differentiate your attraction from competitors and give your visitors a reason to choose your gift shops over others.

Creating Memorable and Unique Souvenirs

Unique and memorable souvenirs are the cornerstone of any successful retail merchandising strategy for zoos, theme parks, and tourist attractions. To create souvenirs that your visitors will treasure, start by thinking about the experiences and emotions that characterize your attraction. This could include the thrill of riding a roller coaster, the joy of seeing a favorite animal up close, or the awe of witnessing a breathtaking view.

Next, consider how you can translate these experiences into tangible products. This might involve creating custom artwork or illustrations, developing exclusive product lines, or partnering with local artisans to produce one-of-a-kind items. The goal is to create souvenirs that not only capture the essence of your attraction but also stand out from the generic merchandise typically found in gift shops.

Finally, don’t forget to consider the practical aspects of your souvenirs. While it’s essential to create visually appealing and emotionally resonant products, it’s also crucial to ensure that your items are functional and of high quality. By offering souvenirs that are both beautiful and useful, you can increase the likelihood that visitors will use and display them, further extending the reach of your brand.

Staff Training and Customer Service in Retail Merchandising

Staff training and customer service are critical components of a successful retail merchandising strategy. Your retail employees are the front-line ambassadors for your attraction, and their interactions with visitors can directly impact the success of your gift shops.

To ensure that your retail staff is equipped to provide top-notch customer service, start by developing a comprehensive training program. This should include product knowledge, sales techniques, and best practices for engaging with visitors. Additionally, consider incorporating empathy and emotional intelligence training, which can help your employees to connect with visitors on a deeper level.

Once your staff is trained, it’s essential to provide ongoing support and reinforcement. This can include regular check-ins, performance evaluations, and opportunities for continuing education and professional development. By investing in your employees’ growth and development, you can ensure that they are motivated and engaged, which will translate into better customer experiences.

Integrating Technology in Merchandising at Attractions

Integrating technology into your retail merchandising strategy can help to create a more engaging and immersive visitor experience. There are numerous ways that technology can be used in zoos, theme parks, and tourist attractions, from mobile apps and augmented reality experiences to interactive displays and self-checkout kiosks.

For example, some attractions have developed mobile apps that provide visitors with real-time information about exhibits, showtimes, and special events. These apps can also include features that allow visitors to purchase tickets or merchandise directly from their smartphones, reducing wait times and increasing convenience.

Augmented reality experiences are another popular way to incorporate technology into retail merchandising. By using AR technology, visitors can interact with virtual versions of your products, try them on or see how they would look in their homes before making a purchase. This can help to create a more immersive and engaging shopping experience, encouraging visitors to spend more time in your gift shops.

Finally, interactive displays and self-checkout kiosks can help to streamline the purchasing process, reducing wait times and increasing convenience for visitors. These technologies can also help to free up your retail staff to focus on providing exceptional customer service, further enhancing the visitor experience.

Examples of Successful Merchandising at Zoos, Theme Parks, and Tourist Attractions

There are numerous examples of zoos, theme parks, and tourist attractions that have developed successful retail merchandising strategies. One such example is Disney, which is renowned for its immersive and memorable retail experiences. From the iconic mouse ears to exclusive merchandise lines tied to popular franchises like Star Wars and Marvel, Disney’s retail offerings are carefully curated to appeal to its diverse audience. Disney even has third party retail shops like Alex and Ani as anchor retail partners in order to increase shopping appeal. 

Another example is the San Diego Wildlife Alliance, which has developed a comprehensive retail merchandising strategy that extends beyond its gift shops. The zoo’s retail offerings include custom-designed merchandise, exclusive collaborations with local artists, and even a line of branded coffee. These products help to extend the visitor experience beyond the zoo’s walls, creating a sense of connection and loyalty among its guests.

Transforming Visitors into Customers through Retail Merchandising Magic

In conclusion, retail merchandising is a critical component of creating memorable visitor experiences at zoos, theme parks, and tourist attractions. By focusing on key components like visual merchandising, product selection and pricing, unique souvenirs, staff training and customer service, and technology integration, you can create a retail strategy that resonates with your target audience and transforms casual visitors into lifelong customers.

By studying successful examples like Disney and the San Diego Zoo, you can gain insights into best practices and develop a merchandising strategy that sets your attraction apart from competitors. So what are you waiting for? It’s time to harness the power of retail merchandising magic and create unforgettable experiences for your visitors!

Photos courtesy of Disney and San Diego Wildlife Alliance

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