Amazing Travel Trends For 2024

Amazing beach landscape photo - Travel Trend

Although 2023 isn’t over just yet, travel is all about planning – and often booking – ahead. So let’s look at some of the biggest travel trends predicted for 2024 and beyond. It’ll give some great insight to not only holiday prizes, but also group incentive trips too!

Sustainable Tourism

Eco friendly travel, glass globe in the forest
Photo by Margot RICHARD on Unsplash

Travelers these days are all about protecting the environment and keeping the planet in great shape. That means they’re looking for eco-friendly travel options that don’t harm the earth, and support local communities. So, get ready to see more eco-friendly hotels and tours that cater to these nature-loving explorers and help them reduce their carbon footprints. There’s also a new request we have seen happening a lot over the last few months, with brands and corporations looking to carbon off-set their trips to ensure maximum sustainability.


Dubrovnik Old Town, Croatia
Photo by László Tóth on Unsplash

Perhaps the most playful trend to emerge heading in to 2024 is the rise in choosing a destination based on the latest pop culture moment. This trend has been on the rise for years – just think of Game of Thrones and what it has done for Dubrovnik – but it’s starting to evolve in to much more than just TV shows and movies. Influencer lifestyles have shown Gen Z and millennials that luxury destinations are no longer out of reach. As an example, Sofia Richie’s wedding at Hotel du Cap-Eden-Roc will no doubt bring a whole new demographic of travellers to Antibes in France. Expect luxury experiences, tailor made tours, and ‘instagrammable’ locations.

A Slower Pace

Man slowly hiking a mountain whilst travelling
Photo by Oziel Gómez on Unsplash

Unlike the usual rush of holidays we’ve been used to, slow travel is all about taking it easy and truly experiencing a destination for what it is. Instead of cramming in all the touristy stuff, it’s about really diving into local communities, cultures and finding authenticity – embracing a more relaxed approach to travel, taking your time and exploring at your own pace.

Culinary Delights

Will travel for food? Erm, yes! Over the last year, we have seen a huge increase in demand for briefs that include culinary experiences. From home cooking classes in Italy and farm-to-table experiences in Portugal, to traditional bistro dining in France. And to be honest, we’re not surprised. If you ask any traveller to name one of their favourite memories from a past trip, it usually involves food or drink! It’s all about connecting with the locals, experiencing the culture and embracing traditions.

Explorations & Expeditions

Penguins in Antarctica - Travel Trends
Photo by Derek Oyen on Unsplash

Whilst there’s nothing wrong with returning to a well-loved destination time and time again, many of us are now searching for something a little more unique and immersive. There has been a steady increase in guided tours to far away lands, as these once unreachable destinations become more and more accessible. How about an expedition around Antarctica to visit penguins in their natural habitat? Or tracking lions and elephants in Estawini, home to Hlane Royal National Park? There are endless options, all of which are sure to surprise, delight, and leave a lasting impression.

Wellness Retreats

Woman Wild Swimming - Travel Trend
Photo by Erik Dungan on Unsplash

Not just a beautiful hotel with a fully equipped spa – we’re talking total mind, body and soul resets. Whether you’re looking for detox, balance or rejuvenation, there are infinite options to suit everyone.

One of the biggest trends we’ve seen lately is wild swimming. There is something oddly attractive and enlivening about swimming outdoors. Beyond the social media posts, there are health benefits too, and it’s a beautiful, refreshing and (if you’ve not done it before) entirely new way of exploring the outdoors. 

A Quick Recap

So there you go, a quick round-up of some of the top travel trends as we look towards 2024. Expect unique destinations, unusual experiences and true authenticity – and perhaps some wild swimming thrown in there too!

Here at Active Consultancy, we use our expertise to make your travel dreams come true. Get in touch and let’s plan your next incentive trip or holiday prize together!


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