With the onset of 2025, the tourism industry is witnessing transformative trends, particularly as highlighted by Agoda's recent survey on travel preferences. A steep increase is observed among Asian travelers gravitating toward family-friendly vacations and unique experiences, setting the tone for tourism across the region.
According to Agoda's Product Director, Ittai Chorev, family trips are becoming increasingly significant for many travelers. "Xu hướng du lịch năm 2025 khiến chúng tôi thấy thú vị. Đó là những chuyến nghỉ dưỡng cùng gia đình và những hành trình khám phá những điểm đến mới" (The tourism trend of 2025 excites us, as it revolves around family vacations and new destination explorations). This aligns with findings from the survey, which noted 39% of Vietnamese travelers are set to explore with their families this year.
The survey paints a vivid picture of rejuvenation taking precedence for tourists, including the desire for relaxation from hectic routines. Booking.com foresees night tourism shaping 2025's travel experiences. This new phenomenon sees travelers pursuing exceptional nighttime events, from stargazing to witnessing spectacular cosmic phenomena.
The results are compelling; for Vietnamese travelers, 65% indicated relaxation as their primary driver. Cultural explorations follow closely, capturing 49% of preferences, with friends and family visits at 39%. Interestingly, Singaporean respondents rate relaxation as their top reason for travel at 87%.
Technology has played its part, too, as 78% of Vietnamese travelers rely on travel apps to plan their itineraries. This trend is echoed across Asia, with Indian and Filipino travelers leading the pack, integrating technology seamlessly to streamline their travel experience.
What’s more, integrations of work and travel seem to be on the rise also. About 4% of survey respondents expressed interests in combining work with travel, capitalizing on new hybrid work models prompted by flexible company policies. A notable increase is happening, with destinations like the Philippines showcasing the highest rates of interest.
Moving forward, night tourism is expected to attract significant attention. Every year, travelers flock to places like Iceland, where Rebecca Douglas, a dedicated photographer, immerses herself under the night sky to document the dazzling Northern Lights. "Trong hai tuần quanh ngày trăng non, bạn sẽ có bầu trời tối nhất có thể để quan sát và ghi lại khoảnh khắc tuyệt vời của hiện tượng thiên nhiên" (During two weeks around the new moon, you’ll have the darkest sky possible to observe and capture the wonderful moments of natural phenomena), she explains. Douglas's experiences reflect the growing interest for travelers seeking enchanting qualities of the night.
The trend isn't confined, though — night-based activities have soared with diverse offerings from lunar picnics to sparkling wine tours by moonlight. Wayfairer Travel reported night tourism has surged by 25% over the past year alone, supporting the notion of these nocturnal adventures.
Jay Stevens, CEO of Wayfairer Travel, emphasizes the frequent justification behind this trend. "Du lịch về đêm vì thế đang định hình xu hướng du lịch vào năm 2025 khi những du khách có xu hướng tìm kiếm những trải nghiệm độc đáo sau khi trời tối" (Night tourism is shaping the trends of 2025 as travelers are inclined to seek unique experiences after dark).
Looking at all angles, it’s clear 2025 may redefine travel norms. With data illuminating preferences toward relaxation, family interactions, and immersive nocturnal experiences, the tourism industry is on the cusp of significant change. Local businesses must pivot to embrace these trends to cater to the shifting dynamics.
Through enhancing leisure services and exploring family vacation packages as well as unique night-time activities, tourism stakeholders can seize these opportunities for growth. The surge of interest surrounding night tourism, united by technological innovation and changing traveler motivations, suggests travel will become even more about experiences curated beyond daylight.