Tourists embrace a new era of identity-led travel
From emotional resets to solo trips, new report shows purpose is reshaping how we travel
Tourists are no longer booking holidays just to escape routine – they’re travelling to reconnect with themselves, mark life transitions, and find deeper meaning.
New insights from The Pacific Asia Travel Association‘s debut Tourism in Focus report show that travellers are increasingly seeking experiences aligned with personal growth, self-reflection, and emotional renewal.
The research found that bookings for thermal spas and hot springs have surged by 157 per cent since 2022, with growing interest in water-centric rituals now dubbed “Waterculturalism.”
Other emerging styles of travel include “New Moons” and “Beauty Voyagers”- celebratory, self-focused trips such as post-divorce getaways and pilgrimages to spa destinations. Spirituality is also influencing travel planning, with mentions of zodiac signs on Tripadvisor forums and reviews increasing by 300 per cent in the past year.
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Experiences that engage the senses are also gaining momentum. Bookings for “multi-sensory” tours are up 267 per cent year-on-year, reflecting the rise of forest bathing, scent-led cultural walks, and blindfolded dining. These immersive activities speak to travellers’ desire for depth and presence, rather than performance.
The way travellers are approaching food is also changing. “Investigative Eating” is growing in popularity, with a shift from indulgent dining to experiences that explore food origins – such as indigenous cooking classes, foraging tours, and farm-to-table immersions.
These shifts suggest a growing demand for emotionally resonant and personalised travel experiences. Rather than mass tourism, today’s travellers are seeking meaningful moments that reflect their identity, values, and aspirations.
For Australian tourism providers, this presents a unique opportunity to reposition offerings around purpose and personal connection. Whether it’s a wellness retreat in the hinterland, a star-themed tour in the Outback, or a hands-on cooking experience with First Nations chefs, the future of travel is deeply personal.
The Tourism Focus Report is now available on the PATA website and can be accessed via the following link: www.pata.org/research-q1v63g6n2dw/p/tourism-in-focus-july-2025
