The Journey Journey Commerce Affiliation (ATTA) has launched its 2025 Journey Journey Traits & Insights report, providing very important insights into traveler conduct, enterprise efficiency, sustainability efforts, and market traits within the world journey journey business. The report attracts on information collected in early 2025 from tour operators, based mostly on their operations and gross sales in the course of the 2024 calendar yr.
Now in its 18th yr, the annual Journey Journey Traits & Insights (previously generally known as Snapshot) report continues to be a key business benchmark, serving to operators, locations, and media professionals higher perceive the heartbeat of the journey journey sector. Knowledge was gathered between February 19 and April 16, 2025, by a multilingual survey obtainable in English, Spanish, Portuguese, French, Italian, and German.
Stabilization After Pandemic Rebound
The 2025 version displays a yr of stabilization following a dramatic post-pandemic restoration. Respondents served a median of 4,141 vacationers in 2024, down from 6,553 in 2023, marking a 37% lower that signifies a return to extra sustainable working ranges. Regardless of this drop, demand ranges stay in line with these of 2019, suggesting the business has normalized after years of volatility.
Journey fill charges remained regular at 65%, the identical as in 2022 and 2023, and considerably larger than the 52% common reported in 2021, displaying rising demand for journey journey.
Most Widespread Journey Journey
The preferred journey itineraries provided by tour operators in 2024 shared a number of defining traits: they have been reasonably priced, culturally immersive, and sometimes centered on lively exploration. The median journey worth rose to $3,000 for an eight-night itinerary, with 76% of that quantity—about $2,280—spent with native suppliers, reinforcing the business’s long-standing dedication to community-based financial profit.
These journeys predominantly catered to vacationers from the USA, Brazil, and Western Europe, with locations just like the U.S., Brazil, Italy, and Japan rating among the many mostly cited host markets. The everyday visitor on these journeys was between 45 and 64 years previous, suggesting a mature demographic with each the means and motivation to hunt out immersive, lively journey experiences.
Notably, there was a robust presence of personalized and small-group itineraries, usually guided by consultants or designed for particular pursuits like gastronomy, nature pictures, or women-focused journey. These traits sign not solely a maturing journey journey viewers but in addition a rising emphasis on specialization and deeper traveler engagement.
The median journey worth rose to $3,000 for an eight-night itinerary, with 76% of that quantity—about $2,280—spent with native suppliers, reinforcing the business’s long-standing dedication to community-based financial profit.
Prime Traits: Culinary, Local weather, and Customization
Culinary journey topped the record of trending actions, having steadily elevated prior to now 5 years. This was adopted intently by safaris and wildlife viewing, mountaineering/trekking, e-bike biking, wildlife/nature pictures, and the always-popular cultural actions. Vacationers’ main motivations included the need for brand new experiences, to go off the overwhelmed path, and to journey like a neighborhood. “Final Likelihood Journey” reemerged in 2024 as a notable motivator, linked to vacationers’ rising consciousness of local weather change and the urgency to see fragile locations earlier than they shift or disappear.
Cooler local weather locations reminiscent of North-East Asia, Scandinavia, the Mediterranean, and Antarctica, are gaining reputation as vacationers search reduction from warmth and display rising concern about environmental impacts.
Customization additionally continues to outline the market. Operators reported rising demand for expert-led, women-focused, family-oriented, and low-impact itineraries, displaying a choice for significant, well-curated experiences. Customized itineraries, mushy adventures, and distant locations have been additionally ranked extremely by respondents.
Sustainability Efforts Proceed, However With Room to Develop
Sustainability stays a core worth for journey operators, although the report reveals a refined drop in certification pursuit. Roughly 49% of respondents both maintain or are working towards a sustainability certification, in line with final yr however decrease than pre-pandemic ranges. The highest motive cited for pursuing certification stays defending the pure surroundings, whereas price and capability stay key boundaries.
On the local weather entrance, the business is taking tangible motion:
- 50% educate vacationers about climate-conscious journey
- 49% are shifting suppliers to extra sustainable choices
- 47% are conserving water, and
- 40% are restructuring itineraries to scale back fossil gasoline use
Wildlife safety, neighborhood livelihoods, and local weather change are respondents’ high sustainability issues as they relate to tourism.
Moreover, 81% of operators have a documented security and danger administration plan, an encouraging enhance from 72% final yr.
Enterprise Outlook: Cautious Optimism
Financially, the sector confirmed modest however significant progress. Practically three-quarters (73%) of operators reported elevated income, with the bulk citing positive factors beneath 25%. Solely 18% skilled a lower. Expectations for 2025 are optimistic: 66% of respondents forecast larger internet income, with a median projected enhance of 26%. This optimism is essentially pushed by new buyer acquisition, product innovation, and expanded entry to new markets.
Closing Ideas & Wanting Ahead
“The 2025 report exhibits an business that has stabilized after years of disruption and is now coming into a brand new section of progress, marked by a stronger concentrate on long-term resilience,” mentioned Heather Kelly, ATTA’s Director of Analysis. “We’re seeing cautious confidence throughout the sector as operators adapt to altering world circumstances and reply to shifting traveler expectations.”
The journey journey business is coming into a brand new chapter. Not one outlined by progress for progress’s sake alone, however by considerate, values-driven evolution,” mentioned Shannon Stowell, CEO of the Journey Journey Commerce Affiliation. “What we do now issues greater than ever. By staying dedicated to sustainability in journey, supporting native communities, and dealing collectively throughout borders and sectors, we are able to form a future that’s not solely resilient, however deeply significant—for vacationers, for the planet, and for the individuals who name these locations dwelling. And in a time of utmost division globally, journey provides some remedy as a means for individuals to grasp one another higher.