Six Tourism Trends this 2025

The travel industry is on the move—literally and figuratively. In Australia, 2025 brings a new wave of trends, technology, and traveler preferences that are reshaping how we explore, connect, and create experiences. For those of us in tourism, staying ahead of these shifts is about more than keeping up; it’s about crafting offerings that resonate with today’s travelers while staying true to what makes Australia special. 

Here’s a closer look at the trends redefining tourism in 2025 and how Australian operators can leverage them to thrive. 

    1.  AI

Artificial intelligence isn’t just for tech giants anymore—it’s becoming a game-changer for tourism. Whether you’re running outback tours or showcasing urban hotspots, AI tools can help lighten the load while enhancing what you offer. 

What’s Changing? 

AI is stepping into the spotlight in areas like pricing, guest communication, and content creation. Imagine software that suggests the perfect price for your snorkeling tour based on weather patterns or local demand—or chatbots that respond to inquiries when you’re busy guiding a group through the mountains. 

What You Can Do Now 

• Start small: Try AI tools for social media captions or email templates. 

• Automate what you can: Chatbots can handle FAQs so you can focus on running your business. 

• Explore dynamic pricing. 

AI doesn’t replace the human touch—it amplifies it, letting you focus on creating those unforgettable Aussie experiences. 

2. The Power of Short-Form Video

Social media is rewriting the rulebook on travel discovery. TikTok, Instagram Reels, and YouTube Shorts are where younger travelers (and plenty of older ones, too) are finding their next adventures. Australia’s natural beauty and cultural vibrancy are perfectly suited for this trend especially when Australia’s stunning backdrops don’t need filters—they just need a platform. 

What’s New? 

Social video can now be a direct path to bookings. Platforms like TikTok now let users go from watching a reel to booking a tour with just a few taps. 

How to Make It Work 

• Get visual: Showcase your tours with quick, captivating clips. Think drone shots over the Kakadu National Park or candid moments from your wildlife safaris. 

• Collaborate with creators: Partner with travelers or influencers to amplify your reach. 

• Make it easy to book: Add links to your profiles so people can reserve spots instantly. 

3. Beyond the Crowds

Overtourism has been a growing concern globally, and Australia is no exception. While iconic sites like Uluru and the Great Barrier Reef remain essential, travelers are increasingly looking for quieter, more unique experiences. 

What’s Trending? 

• Hidden Gems: Places like Kangaroo Island, Tasmania’s rugged west coast, or Ningaloo Reef are drawing more attention. 

• Personalized Travel: Small group tours and private experiences are on the rise. 

Your Move 

• Highlight less-explored destinations: Position your tours in places that offer the same Aussie magic but without the crowds. 

• Offer intimate options: Smaller group sizes or custom itineraries are more appealing than ever. 

• Collaborate with local communities: Travelers value authentic experiences that support regional economies. 

4. Sustainability is Front and Center

Travelers today are more mindful of their impact than ever before. For Australia, a country rich in biodiversity and cultural heritage, sustainability is a responsibility. 

What’s Happening? 

Tourists are actively seeking operators who prioritize eco-conscious practices, from reducing carbon footprints to supporting Indigenous tourism. 

How to Stand Out 

• Go green: Use electric vehicles for transport or partner with conservation programs. 

• Share your efforts: Be transparent about your sustainability initiatives, whether it’s reducing plastic use or contributing to local environmental projects. 

• Partner with Indigenous groups: Celebrate Australia’s First Nations heritage through meaningful collaborations. 

5. Partnering with OTA

Online travel agencies (OTAs) continue to be major players, with platforms like Viator, Expedia, and GetYourGuide expanding their reach. But with more players entering the scene, the game is changing. 

The Opportunity 

For Australian operators, OTAs can open doors to international travelers who might not find you otherwise. That said, it’s essential to balance your OTA strategy with direct booking efforts to maintain control of your brand and margins. 

Practical Steps 

• Diversify your presence: Don’t rely on just one platform. 

• Optimize listings: High-quality photos, compelling descriptions, and competitive pricing are essential. 

• Build direct relationships: Use OTAs to attract new customers, but encourage repeat business through your own website. 

6. Google Things to Do

Search engines remain a cornerstone for travel planning, and Google’s  feature, Google Things to Do, is transforming how travelers discover and book activities. It’s now a direct bridge between your business and travelers. For Australian operators, this is an opportunity to stand out on the world’s most-used search platform.  

What’s New? 

Google Things to Do allows operators to display their tours and activities directly in search results and Google Maps. It streamlines the journey from inspiration to booking, letting travelers find and book experiences with just a few clicks. 

Why It Matters for Australian Operators 

• Increased Visibility: Your tours can appear when someone searches for “things to do in Sydney” or “Great Barrier Reef tours.” 

• Direct Bookings: Google integrates booking options, often bypassing OTAs, so customers can book directly through your website. 

• Mobile-Friendly Discovery: Travelers on the go can easily find your offerings using Google Maps. 

Get Started 

• Claim your business on Google My Business and ensure your details are accurate. 

• Partner with a booking platform like ResPax that supports Google Things to Do integration  

• Optimize your listings with engaging photos, clear descriptions, and competitive pricing. 

Looking Ahead

2025 is shaping up to be a year of innovation and growth for  tourism sector. Whether it’s leveraging AI, capturing the magic of the outback on TikTok, or championing sustainable travel, the possibilities are endless. 

The key is to embrace these trends in a way that reflects your unique brand and the essence of Australia. After all, no AI or OTA can replace the passion and expertise that local operators bring to every experience. 

So, where will you take your business in 2025? Contact us to get you started.