Trump, Tech, and Traveller Types: 7 'Buzzwords' That Are More Than Just a Buzz (Part 2)
As the second instalment of our two-part series exploring the key trends shaping the future of travel and tourism, this blog will cover trends that have to do with traveller behaviour, geopolitical dynamics, and the growing urgency of sustainability.
Have not read Part One yet? Catch up here for insights on Artificial Intelligence, aviation, marketing, and workforce development before diving into the final three trends below.
5. 3 Types of Travellers to Keep Up With
Traveller behaviour is evolving fast, shaped by values, lifestyle, and intent. Among the most influential segments today are those driven by experiences, flexibility, and faith. Here are three key traveller types destinations should pay close attention to and plan around.
Experience chasers
According to Booking.com, the number of Asian travellers going abroad for music festivals, concerts, and other cultural events has increased compared to 2024. Skift’s trend forecasts show that travellers now choose destinations based on the kind of experiences they want—be it live concerts, sporting events, astrological tourism, or eclipse hunting. In fact, experiences now make up 12% of all tourism sales (Mastercard, 2025).
Fun fact: These events not only benefit travellers—they create a “halo effect” for communities. Local grocery stores, bars, and restaurants often see revenue spikes of 70% to over 150%, depending on the events.
Digital Nomads
These remote workers who blend travel with work have been, and still are, rising in numbers. In fact, according to Tripadvisor, they are the future of travel. Europe and North America remain the biggest markets, with Korea (ROK) currently the only Asian destination ranking among the top.
Destinations that desire to attract digital nomads must note that flexibility is key for this segment. This means that it is a must to ensure that some attractions and services remain accessible 24 hours a day, or at least late into the night, since many nomads explore outside traditional working hours.
Furthermore, the right policies can lead to meaningful tourism growth in this sector. See some examples from three destinations:
Thailand: Thailand launched the Destination Thailand Visa (DTV) in July 2024. Within six months, over 30,000 DTVs had been issued. (Tourism Authority of Thailand, 2025)
Malaysia: Introduced the DE Rantau programme, a digital nomad pass tailored to long-stay travellers (Tourism Malaysia, 2025).
Türkiye: Focused on infrastructure, from high-speed internet to co-working and co-living spaces, to appeal to this growing group of remote workers (Happy Work Studio, 2025).
Muslim travellers
According to CrescentRating, the Muslim travel market represents a significant and fast-growing opportunity, projected to account for 13 - 14% of global arrivals by 2029/2030. Largely driven by Gen Z, millennials, and women—and more than any other segment of travellers travel as multi-generational groups— this segment seeks travel experiences that align ‘fun’ with ‘faith’.
To better cater to Muslim travellers, destinations must view travel trends through a Muslim-centric lens and not treat this group of travellers as an afterthought. Perhaps the start can be ensuring that attractions are welcoming to travellers of varying age group, make sure there are options for ethical and Halal dining, and carefully designed faith-friendly services.
Want to learn more? Check out the complimentary Mastercard-Crescentrating Halal Travel Trends 2025report by CrescentRating and Mastercard.
Other traveller types worth mentioning are:
Wellness travellers
Travellers are increasingly placing self-care at the centre of their journeys. According to Tripadvisor, bookings for wellness experiences such as spas, hot springs, and red light therapy have surged—growing 4.5 times compared to last year’s demand for skincare-focused activities. This shift reflects a growing desire for travel that not only relaxes but rejuvenates.
Carbon-concious
Environmental awareness is this group’s key driver in travel decisions, with Canada, Brazil, and China emerging as notable source markets for travellers who actively prioritise low-impact, sustainable travel choices (Mastercard, 2025). This segment tends to favour destinations that demonstrate genuine climate responsibility, whether through carbon offset programmes, sustainable transport options, eco-certified accommodations, or community-based tourism initiatives.
Nanogoers
These travellers prioritise depth over breadth, favouring slow, local experiences instead of racing through major tourist attractions. Rather than cramming an entire city into a three-day itinerary, they choose to explore and enjoy a single neighbourhood (Tripadvisor, 2025).
JOMO (Joy of Missing Out)
After growing up tethered to technology, more than 70% of Gen Z and millennials are actively unplugging. According to HBX, they now seek peace, disconnection, and presence over constant digital engagement.
To truly capitalise on traveller segmentation, destinations must go beyond outreach—they must measure outcomes. Ultimately, success is not just about how many people arrive, but how they engage, spend, and respond emotionally.
6. Tariff, Currency and the Growing Middle Class
Asia Pacific is a vast expanse of land and sea, and with it comes a wide range of economic and political factors that continue to shape regional travel behaviours. Three key developments are currently influencing tourism patterns in notable ways.
One of the most discussed developments is the return of President Donald Trump and the impact of his trade policies, specifically tariffs, on traveller sentiment across Asia. These tariffs are affecting the cost of overseas goods, especially in countries like Japan, where the increased cost of living is reducing disposable income and, by extension, long-haul travel budgets. According to insights from Sojern, early data already suggests a decline in interest in travel to the U.S. from several Asian markets, including Japan. While it is still “too early to tell” the full impact, Sojern notes that the U.S. is already seeing significant dips in travel interest—particularly from Canada—with similar downward trends emerging in Asia.
Moreover, a survey shared by Skift shows a clear shift in sentiment, especially within the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, where confidence has dropped. Factors driving travellers away from the US include concerns over being stopped at the border, rising anti-U.S. sentiment, and policy unpredictability. This may benefit alternative destinations, as travel redistributes globally. Reflecting this sentiment shift, Skift has downgraded its 2024 - 2025 global travel growth forecast from mid-to-high single digits to low single digits, citing political and economic instability as key contributing factors.
Currency fluctuations are another important factor, particularly in Japan. The weakening yen is triggering a clear retraction in longer-duration international trips, especially those involving complex or expensive itineraries. As Sojern highlighted, the weak yen is directly impacting international travel from Japan, as the cost of overseas goods is cutting into consumers’ disposable income. This is leading to more conservative travel spending, and as a result, travellers are increasingly favouring shorter, regional trips.
Popular destinations remain closer to home, with Shanghai, Chinese Taipei, and Bangkok continuing to attract Japanese travellers, especially for trips lasting 4 - 7 days. Encouragingly, there is also a slight shift in group dynamics, with more couples and families travelling together—an optimistic sign for regional tourism even amid currency-driven constraints.
In contrast, India is experiencing a travel boom fuelled by a rapidly expanding middle class. As noted by Abercrombie & Kent India Ltd., over 25% of the Indian population now belongs to the travelling middle class, and this is expected to grow significantly. This demographic has the disposable income, international exposure, and desire to explore the world—and they are doing so in greater numbers each year. Connectivity has also improved, helping overcome a key barrier to outbound travel.
A major boost to outbound figures comes from visa accessibility. As of 2025, 126 destinations offer Indian passport holders some form of simplified entry, 26 destinations offer visa-free access, 38 provide visas on arrival, and 62 allow for e-visas. This accessibility, combined with rising travel confidence and aspirational spending, has made destinations like Thailand and Sri Lanka top beneficiaries of this outbound growth.
7. Sustainability Still Matters
Sustainability in tourism is no longer a passing trend—it has become an expected baseline for destinations and businesses alike. Including it here is less about highlighting a new direction and more about reinforcing a crucial reality: sustainability will not diminish in importance. If anything, its role will continue to grow more central and more urgent in shaping how we build resilient, responsible tourism ecosystems.
With many destinations already embracing sustainable practices, the conversation now shifts from “whether” to “how well.” Certification, for example, must be seen not as a box-ticking exercise but as a meaningful framework that supports accountability, transparency, and continuous improvement (Sustainable Travel International, 2025). Tourism stakeholders should be measuring and disclosing carbon footprints using science-based targets, and sustainability initiatives must scale beyond isolated pilot projects to become embedded across entire destinations. As the industry evolves, we need robust, tiered recognition systems that ensure global standards while remaining adaptable to local capacities, cultural contexts, and financial realities.
The private sector also has a critical role to play in advancing sustainability. Companies of all sizes—from multinational corporations to small and medium-sized enterprises—can contribute meaningfully across environmental, social, and cultural dimensions. Airbnb, for example, has helped disperse travellers away from overcrowded tourist hubs, redirecting them to lesser-known destinations and, in some cases, supporting the conservation of traditional architecture after natural disasters. While each company’s contribution will vary depending on its scale and capabilities, the opportunity and responsibility to make an impact exists across the board.
As we look ahead, these seven tourism trends signal where the industry is headed and what it must prioritise to thrive. Yet, amidst these innovations, we must not lose sight of what truly matters.
As Professor Geoffrey Lipman, President of The SUNx Malta, noted, the looming threat of climate change is not a backdrop; it is the stage. Trends may come and go, but the climate emergency is the defining challenge of our time. Professor Lipman emphasised two urgent imperatives. First, we must factor climate change into everything we do. This means taking it seriously as a foundational principle, not as a marketing slogan. For instance, use AI not just to optimise traveller behaviour but to drive meaningful climate adaptation, and establish teams and systems that continually realign efforts with long-term sustainability goals.
Second, we must plan not just for the next ten years, but for the next ten generations. The work we do now will shape the future for our children and grandchildren. One example of this future-focused approach is DODO4kids—one of SUNx Malta’s initiatives dedicated to educating young people and families to be climate-conscious travellers through engaging, creative media.
While we innovate and adapt, we must also build bridges—both literal and figurative. As Eduardo Santander, CEO of the European Travel Commission, pointed out, improved air connectivity and streamlined visa processes between Asia and Europe are crucial. These efforts are not just about easing movement, but about countering the geopolitical tensions that can isolate and divide. In an era where collaboration is more vital than ever, connectivity will be key to sustaining the industry’s growth and resilience.
So let us embrace the future with open eyes and grounded values. Let us not follow trends blindly, but thoughtfully, with purpose and accountability. The choices we make today—on technology, on travel, on climate—will determine the legacy we leave behind. Let us make it one worth inheriting.
This is the second blog post of a two-part series inspired by key takeaways from the conference sessions at the PATA Annual Summit 2025.
