The travel landscape is evolving in interesting new ways shaped by unprecedented global events, the influence of social media, increasing climate awareness, and the growing desire among travelers to have more purposeful experiences. To successfully meet the need for designing trips that go beyond the traditional, travel advisors must stay current on emerging travel trends and know how to leverage them for their clients.

Here’s a look at seven travel trends gaining momentum right now, and how advisors can tap into them to create more meaningful itineraries.

1. Set-Jetting: Chasing Screen-Worthy Scenes

Set-jetting—travel inspired by film and television—is more than a pop culture fad. Fueled by binge-worthy streaming series and cinematic blockbusters, travelers are booking trips specifically to walk in the footsteps of their favorite characters.

From the dramatic Scottish landscapes of Outlander to the sun-drenched Amalfi Coast featured in The White Lotus, clients are asking to visit filming locations that offer immersive, story-driven experiences. And it’s not just international; U.S.-based destinations like Montana (thanks to Yellowstone) and New Mexico (Breaking Bad and Better Call Saul) are also drawing travelers.

Advisor tip: Ask clients about their favorite shows and movies during the planning process. You might uncover a hidden desire for a destination they didn’t even know they wanted to explore.

2. Concert Tourism: Following the Music

The global boom in mega-tours—from Taylor Swift’s record-shattering Eras Tour to Coldplay’s sustainability-focused stadium concerts—has ushered in a new era of concert tourism. Travelers are planning entire vacations around seeing their favorite artists live, often combining performances with longer stays in destination cities.

This trend spans generations, from Gen Z fans flying to Europe to catch exclusive shows, to Boomers building weekend getaways around legacy acts.

Advisor tip: Keep an eye on international tour schedules and venue calendars. Packaging concert tickets with flights, hotels, and local experiences can turn a one-night event into a high-value booking.

3. Cold-cations: Chilling Out in Cooler Climates

As climate change drives record heat waves across southern Europe, Asia, and parts of the U.S., more travelers are seeking cooler destinations (dubbed “cold-cations” or “coolcations”) for relief. This vacation trend takes place in a cooler climate, often as an alternative to traditional hot-weather destinations, especially during the summer months. It has emerged as a response to rising global temperatures and a desire to escape the heat and crowds associated with popular destinations. 

Destinations like Iceland, Sweden, Denmark, Norway, Scotland, The British Isles, British Columbia, Alaska, and other mountainous regions of the U.S. and Canada are seeing an uptick in summer bookings.

Advisor tip: Promote high-latitude or mountainous destinations as summer alternatives. Tie in wellness and nature experiences to create itineraries that feel restorative and climate conscious.

4. Sports Tourism: Beyond the Stadium

Travelers are increasingly willing to cross borders to watch major sporting events, and it’s not just the Olympics or the Super Bowl. Formula 1, international soccer matches, tennis grand slams, and even college football games played overseas are drawing global audiences.

But beyond spectating, many travelers want to participate, too, and are signing up for cycling tours, hiking treks, or even amateur sports camps in iconic destinations.

Advisor tip: Offer curated packages around major sporting events, including fan experiences, exclusive access, and post-game excursions. For active travelers, look into participatory sports tours like golf vacations, ski trips, or yoga retreats tied to local events.

5. Wellness Travel 2.0: Mind, Body, and Soul

Wellness travel isn’t new, but it is evolving. Today’s travelers are looking for more than a massage and a smoothie. Instead, they want science-backed programs, mental health tools, spiritual enrichment, and sustainable practices. Think silent retreats, forest bathing in Japan, ayurvedic cleanses in India, or longevity-focused stays at medical spas in Switzerland.

Interestingly, this trend overlaps with another growing curiosity: the world’s five Blue Zones—areas known for high longevity, including Sardinia (Italy), Okinawa (Japan), Nicoya (Costa Rica), Icaria (Greece), and Loma Linda (California). Many are in temperate, wellness-oriented climates, making them even more attractive to travelers rethinking where and how they want to vacation.

Younger travelers are especially drawn to emotional well-being and mental reset experiences, with some even looking to combine wellness with adventure or cultural immersion.

Advisor tip: Identify clients who may be feeling burned out or overwhelmed, and suggest retreats that match their personality—whether it is holistic healing, fitness-focused, or spiritual rejuvenation.

6. Regenerative Travel: Leaving Places Better

While sustainable travel has become a must, regenerative travel takes it a step further. It emphasizes experiences that actively improve the destination—supporting local communities, restoring natural ecosystems, and participating in hands-on conservation work.

Travelers, especially Millennials and Gen Z, are asking deeper questions about where their money goes. They want to contribute positively, not just tread lightly.

Advisor tip: Partner with tour operators and hotels that embrace regenerative practices. Highlight opportunities for clients to engage in volunteerism, indigenous cultural exchanges, and eco-restoration projects during their trip.

7. Microcations and “Hush” Trips: Less Time, More Intention

As remote and hybrid work continue to reshape routines, travelers are taking more frequent, shorter trips—often blending business and leisure. Some are even taking unannounced “hush” trips, where they work remotely from a vacation spot without formally notifying their employer.

These microcations allow people to recharge more often, with less planning and time off required. Flexibility is key, and clients are looking for easy-to-reach destinations, Wi-Fi-enabled accommodations, and activities that fit into a three- or four-day window.

Advisor tip: Create quick-getaway packages focused on themes like relaxation, food and wine, or outdoor adventure. Promote weekday travel when availability and pricing are better, especially for clients working flexible schedules.

The Takeaway

Travel in 2025 is dynamic, experience-driven, and deeply personal. Whether it’s a group of college friends flying to a concert in London, a couple hiking in Iceland to beat the summer heat, or a retiree heading to Okinawa to explore longevity secrets, today’s travelers are seeking more than just a change of scenery—they want trips that align with their passions, values, and well-being.

For travel advisors, that means asking the right questions, staying on top of cultural trends, and crafting itineraries that speak to what matters most to their clients.

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Travel trends in Canada are changing, and airlines across the country are adjusting accordingly. Air Canada caught Canadian snowbirds off guard recently, suspending all winter flights to Jacksonville, Florida. This was especially bold given how key the Florida market has been for Air Canada in years past. U.S. commercial carriers are following similar formulas for Canadian routes. Delta Air Lines is pushing back at Canadian boycotts, suspending multiple flights throughout 2025.

We are starting to see cuts from a lot of the major airlines in North America. However, Porter Airlines continues to take a completely different approach. Most of the airlines’ flights are domestic and within Canada. However, passengers are noticing a trend lately, especially during times of tension with the United States. Porter is taking a different approach to U.S. routes during the summer.

Here’s a closer look at their adjustments and why they have increased flights to the U.S. while collaborating with major American commercial carriers.

Porter Airlines Has Decided To Increase Service To The United States Despite Record Lows

Take a closer look at the current trends, and it becomes evident very quickly that most North American airline companies are scaling back on travel between Canada and the United States. This all stems from reduced travel during tensions between the two countries. WestJet, a Canadian commercial airline, has taken swift action this summer, suspending four routes.

WestJet’s Cancelled Summer Routes:

• New York to Calgary
• Orlando to Edmonton
• Austin to Vancouver
• Seattle to Kelowna

Similar to Air Canada, WestJet is expanding its international flights, adding new service between Halifax and Amsterdam, as well as between Halifax and Barcelona, according to CTV News. These changes are also taking place among U.S.-based commercial airlines. JetBlue, in particular, axed its service between Halifax and Boston. For now, Vancouver is its only destination.

Despite all these suspensions and cancellations, Porter Airlines has taken an altogether approach. Porter continues to see the U.S. market as a pivotal part of its future growth.

Porter Airlines.

The Toronto-based airline continues to expand its domestic routes, increasing the proportion of total flights within Canada from 75% to 80% during the summer. Although the airline is committed to sending Canadians to the destinations they want to travel to the most, they haven’t given up on U.S. travel just yet. Instead, Porter has increased service.

Porter Airlines has issued a statement concerning the surprising move. According to the airline, New York is a “key long-term market for Porter.” The airline is also expecting travel to continually pivot.

The airline said in a statement:

“While there may currently be instability with Canada-U.S. travel, we view New York as a key long-term market for Porter. There is still an overall increase in U.S. travel on Porter flights … this is a dynamic environment and what happens in the coming months is evolving.”

It remains to be seen what the future holds for U.S. routes in the fall and winter. What we do know is that Porter has adjusted its schedule for the later months of 2025, with new international flights.

Porter Airlines Is Also Expanding Its International Routes With New Flights Later In The Year

Porter is indeed expanding service in the United States, but the airline isn’t backing down from international travel either. We’re unsure if this is a forecast of what is to come and whether U.S. routes will take a backseat later in the year.

Nonetheless, for now, Porter Airlines has committed to a variety of international flights, including popular destinations in Mexico and Costa Rica.

​​​​​​These exciting new routes begin on November 5th, with a Toronto flight heading to Cancun, Mexico. On November 14th, a flight to Puerto Vallarta, Mexico, is available, along with a flight to Nassau, Bahamas, on November 26th.

Looking ahead to December, Porter Airlines has announced new international flights, including Liberia, Costa Rica, on December 4th, and Grand Cayman Island on December 16th.

The new routes are available out of Toronto Pearson International Airport, Ottawa International Airport and Hamilton International Airport.

Related

Canadian Snowbirds Caught Off Guard As Air Canada Boldly Cancels All Winter Flights To Warm Florida Destination

Air Canada has suspended flights to a major Florida hub.

Canadians Can Expect More U.S. Connections With Porter Airlines Due To A Pending Codeshare Deal

Porter Airlines.

It is a codeshare partnership that just makes complete sense. Both American Airlines and Porter have filed with the Department of Transportation (DOT), requesting the launch of a codeshare agreement. This will allow Porter to use its “PD” code for U.S. routes with American Airlines.

The move is a positive development, providing travelers with the opportunity to create more convenient schedules for multiple destinations through collaboration. Connections will be even smoother once the pending deal is in place.

We haven’t received any confirmation yet, but the partnership seems to be a formality at this point between the two sides. Once again, Porter Airlines makes another significant move to the United States, despite the uncertain times. Although in this case, the move makes a lot of sense and is risk-free.

Be sure to let us know your thoughts on Porter Airlines’ bold approach to tension between the U.S. and Canada. Do you agree with how pivotal Porter sees New York as? Chime in down below.

Last Updated:July 28, 2025, 15:30 IST

As millennials and Gen Z look out for slow travel opportunites, the hostel culture is becoming one of the most hottest travel trends.

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