Travelers this year want outdoors activities, immersive experiences and musical performances when they visit a new destination. That's according to Viator, which released its 2025 travel trends report highlighting popular excursions and travel styles likely to be on itineraries this year.
The report found that travelers are turning away from private experiences in order to immerse themselves in the local culture with more hands-on experiences.
So what's hot in 2025? Spending all day outside, bespoke hands-on experiences, authentic music performances and traveling far from the U.S., including Asia travel.
Viator, a platform where travelers can book tours and excursions, found that in its top 10 experience categories, nearly one-third took place outside. That includes day cruises, off-road tours and nature experiences. The company said thermal spas and hot springs grow over 40% year-over-year, making them one of Viator's fastest-growing categories.
Three of Viator's fastest growing destinations are a fit for nature lovers: Rovaniemi, Finland; Banff, Canada; and Tromso, Norway. There, travelers can marvel at the destinations' natural beauty and enjoy daylong experiences outdoors.
Viator identified the following cities as the fastest-growing destinations:
• Beijing bookings grew 290% year-over-year.
• Destin, Florida grew 178%.
• Rovaniemi, Finland grew 88%.
• Banff, Canada grew 87%.
• Tromso, Norway grew 86%.
While cultural, historical and heritage tours remain as popular as ever, Viator has noticed an uptick in customers desiring more personal and immersive experiences. These experiences typically include a hands-on element, like cooking, photography or crafting. Craft classes were the highest-rated experiences with 4.9 stars, edging out chocolate tours at 4.87 stars.
"While traditional tours remain our most booked by far, it's the hands-on, immersive categories that make the most lasting impact," said Viator marketing vice president Laurel Greatrix. "Our top five highest-rated categories break the traditional tour mold, with three focused on skill-building. It reflects a sustained rise in demand for classes and workshops, a trend that took hold in the mid-2010s."
Viator saw the most growth in these types of experiences:
• Photography classes grew 92% year-over-year.
• Craft classes grew 58%.
• Concerts and special events grew 53%.
• Thermal spas and hot springs grew 43%.
• Walking tours grew 36%.
Travelers are eager to experience "culturally rich musical experiences," Viator found. Concerts and special events saw a 50% jump in bookings over the past year. The top five events were: a Christmas and New Year concert in Vienna; a flamenco show in Madrid; an Italian opera concert in Florence; live Fado music in Lisbon; and a hologram ABBA concert in London.
Viator discovered that U.S. travelers want to leave the continental U.S. for their vacations. The top destinations for Americans to visit were Rome, Paris, Oahu, London and Barcelona.
The fastest growing international destinations for U.S. tourists were:
• Norway, 69% growth year-over-year.
• Peru, which grew 67%.
• Sweden, which grew 65%.
• Japan, which grew 61%.
• Curacao and Turks and Caicos, both which grew 58%.
Beijing was the fastest-growing destination in Asia, beating out Osaka, Kyoto and Tokyo.