We talked to him about how the way we travel has changed and what experiences will dominate in 2025, among other topics.
The way we travel has changed a lot in the last decades, from the way we book to the type of experiences we are looking for. With each generation, the way of understanding travel has been different: while those born between the 60s and 70s were looking for relaxation, comfort, enjoyment with the family and the visit of nearby and iconic places through guided tours, millennials want to discover new cultures, unexplored faraway destinations and live unique experiences. However, in recent years there has been a certain return to the search for tranquillity and relaxation in beautiful and comfortable places. We talked about all this with Francesc Escánez, CEO of the travel agency Atlantida Travel.
What will be the most demanded experiences for 2025?
Perhaps we can say that multisensory experiences, personalised and linked to nature, will be the most popular. For example, in Japan, therapeutic forests for shinrin-yoku (forest baths), which combine physical and mental wellbeing with ecology, are already gaining popularity. In addition, travellers are looking to interact with local cultures in an authentic way: an emerging trend is shadowing in Uganda, where visitors can spend days with local communities learning their trades.
Landscape in Slovenia. Editorial credit: Atlantida Travel.
Which countries will be most successful in the new year?
In addition to the classic destinations with very high demand, once again Japan, countries that have managed to diversify their offer and bet on regenerative tourism, such as Slovenia, which not only promotes outdoor activities such as cycling in the Julian Alps, but is also implementing a ‘positive carbon footprint’ programme, where tourists contribute to local reforestation, will surely stand out. Another example would be Colombia, which is positioning itself as a leader in experiential tourism thanks to regions such as the Amazon or the haciendas of the Eje Cafetero, but also cities that are experiencing a real cultural renaissance, such as Medellín.
“Travellers are looking to interact with local cultures in an authentic way.”
What changing trends will we experience?
Tourism is slowly but surely evolving towards a concept of ‘purpose tourism’: travel will not only be for leisure, but also for learning, self-exploration or social connection. One notable change is the rise of ‘workation’ combined with volunteering: many young professionals are opting for exotic destinations to work remotely while participating in social impact projects, such as reef restoration in Indonesia, or the social reintegration of Aborigines in Australia. Obviously, a sine qua non condition is a permanent connection to high quality wifi.
Landscape in Japan. Editorial credit: Atlantida Travel.
What do people look for in luxury travel – is it the destination or the type of experience that dominates?
Luxury is redefined as emotional exclusivity and sustainability. It is no longer so much about the destination, but about access to unique experiences, such as dining on a glacier in Iceland with local chefs or ethical safaris in Botswana, where travellers’ fees go towards species conservation. A good example is eco-resorts, where the luxury lies in the ability to enjoy their facilities and environment, while helping to preserve biodiversity.
“Countries such as Slovenia, which have managed to diversify their offerings and focus on regenerative tourism, will certainly stand out.”
Is there an increased interest in having a positive impact on society?
There certainly is, and this is reflected in the rise of so-called regenerative tourism: travellers are no longer just looking to not damage the environment, but to leave it better than it was. For example, in Costa Rica, agricultural tourism programmes allow visitors to work with small farmers to reintroduce indigenous crops. This trend is also seen in events such as educational retreats in rural areas of Spain, where the proceeds fund the revitalisation of villages at risk of depopulation in what we call ‘empty Spain’.
Children in Uganda. Editorial credit: Atlantida Travel.
Is there awareness of sustainability issues among users?
Of course there is. More and more travellers are choosing sustainable options, but they are looking for transparency: 60% of millennials demand to see clear environmental footprint data before booking. Real example: in Norway, tour operators are including public transport as part of experiences, or scenic routes on electric trains, in and around Bergen. However, there is still a challenge with costs, as sustainable options are perceived as more expensive, and in many cases they are.
What challenges do you face from the tourism sector?
We face two major challenges: one is hyper-personalisation on a large scale, i.e. meeting individual expectations in a globalised market, where the lack of digital infrastructure in many rural destinations also limits the development of sustainable tourism. The second challenge, which is also very important, is the lack of generational replacement, which unfortunately we share with many other sectors.
