Tourism 2025: New meanings of travel. A forecast by expert Avi Itzkovich
Modern tourism is no longer solely a form of entertainment or a way to change scenery. In 2025, travel is increasingly becoming a tool for wellness, cultural enrichment, and the pursuit of unique experiences. Economic shifts, climate challenges, and technological advancements have pushed the industry to rethink its priorities.
According to financial expert Avi Itzkovich, the very approach to travel has changed.
“Today, the traveler is not just choosing a country or city — they’re choosing the concept of the trip itself. What will they gain upon returning? Peace of mind, new skills, a sense of unity with nature? Tourism in 2025 is about deeper meanings,” comments Avi Itzkovich.
Travel for health and harmony: Advice from Avi Itzkovich
Wellness tourism is becoming one of the primary drivers of industry growth. Traditional sanatoriums are being transformed into modern wellness centers that combine physical recovery, psycho-emotional practices, and gastronomy. Retreats with meditation, yoga tours in the Carpathians, and detox spa programs in Switzerland are all in high demand — even among those who previously had no interest in “meaningful” vacations.
“The pandemic made people realize that a holiday isn’t just about lying on a beach. It’s an opportunity to reset the body and mind, relieve stress, and improve overall wellbeing. Wellness tourism has become the new normal for many types of travelers,” notes Avi Itzkovich.
Another growing trend is mental tourism, which includes programs aimed at psychological balance: digital detoxes, meditation camps, and trips to ecologically pristine locations for full immersion in nature. People are consciously choosing to disconnect from gadgets during their travels in order to experience true presence and give their minds a full reset.
According to Avi Itzkovich, the gastronomic aspect of wellness travel is also playing an increasingly important role. Resorts and spa complexes are offering detox menus, organic products, and cooking classes focused on healthy meals. This fosters a sense of care for the body and helps cultivate a culture of mindful eating.
Additionally, medical tourism is on the rise — travel that is combined with scheduled procedures or surgeries at clinics known for high standards of care. This includes both plastic surgery and comprehensive health recovery programs. The combination of treatment with comfortable leisure is shaping a new format of “health tourism” that is gaining strong momentum.
Climate routes and shifting seasonality. An analysis by Avi Itzkovich
Climate change has significantly altered tourist priorities. During the height of summer, Southern Europe often suffers from extreme heat and wildfires, while northern countries — Norway, Sweden, and Iceland — are becoming increasingly popular thanks to their mild temperatures and stunning natural landscapes.
“Climate tourism is a new phenomenon. People are starting to travel not during the traditional high season, but at more favorable times to avoid extreme temperatures and crowds. Spring and autumn trips are gaining popularity, when nature is especially picturesque and prices are more moderate,” says Avi Itzkovich.
Routes through regions with unique natural conditions are developing rapidly — for example, eco-tours through Scandinavia’s national parks or wine journeys to smaller European vineyards. Tourists now value “clean,” non-overcrowded locations where they can experience genuine authenticity.
At the same time, Itzkovich highlights the growing interest in “green” infrastructure. Travelers increasingly prefer low-carbon transport — overnight trains, electric buses, bicycles, and walking routes. Many countries are already creating dedicated “eco-paths” equipped with infrastructure for car-free travelers.
Another key trend, according to Itzkovich, is off-season tourism. Thanks to milder weather and lower prices, spring and autumn travel is becoming popular even among those who previously only took summer holidays. This helps ease pressure on crowded resorts and creates new opportunities for local businesses in other parts of the year.
Creative and compact trips: New trends from Avi Itzkovich
According to Avi Itzkovich, creative tourism is another major trend. People no longer want to just observe — they want to take part: learning culinary secrets from local chefs, engaging in handicrafts, participating in art workshops or photography tours. Travel becomes a vehicle for self-expression and broadening one’s worldview.
Equally popular is the rise of micro-trips — short journeys of 2–4 days. Itzkovich notes that low-cost flights, new overnight rail routes, and Europe’s high-speed trains have made such trips accessible to the masses. “Weekend tourism” offers people vivid experiences without the need for lengthy planning — a perfect fit for fast-paced urban lifestyles.
Events are also playing a growing role — festivals, food fairs, music concerts, and cultural celebrations. Tourists increasingly plan short getaways around specific events to immerse themselves in the festive atmosphere of a city. This opens new doors for the growth of event tourism.
Itzkovich also points out the rapid development of “educational tourism.” Travelers combine leisure with learning — taking language courses, joining culinary masterclasses, or enrolling in photography workshops.
“Educational travel creates a new kind of experience. You return not just with photos, but with new skills that stay with you for a long time,” explains Avi Itzkovich.
According to him, tourism in 2025 has evolved into a complex ecosystem, where the focus is no longer on how often people travel, but on the meaning of their trips. At the heart of it all are health, harmony with nature, and new formats of short but meaningful journeys. Technology and climate challenges are reshaping the geography of tourism, while creative formats are setting the pace for industry growth.
“Today, travel is a way to find inspiration and deeper meaning. The winners are countries and businesses that offer unique experiences while maintaining harmony with nature and culture. Tourism is becoming both more responsible and more personal,” concludes Avi Itzkovich.