Published on September 20, 2025
The travel scene keeps changing, and 2025 is packed with fresh trends for people who love adventure. Thoughts shared at the Association of Touring and Adventure Suppliers (ATAS) conference show three big ideas that are shaping the path ahead: set-jetting, noctourism, and destination dupes.

Set-Jetting: Travelling to Iconic Filming Locations

Set-jetting, the act of visiting destinations featured in films and TV shows, has surged in popularity. According to Shane Lewis-Riley, Trade Distribution Director at Titan Travel, over half of travellers report that movies and TV shows inspire their travel plans. Notable examples include a 386% increase in searches for Four Seasons Maui following the airing of The White Lotus, a 40% rise in visitors to New Zealand due to The Hobbit effect, and a 155% jump in UK flight bookings to Paris inspired by Emily in Paris.

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Set-jetting, the practice of visiting destinations featured in films and TV shows, continues to be a significant trend in the travel industry. For instance, the Highland region in Scotland has leveraged its status as a filming location to attract visitors. The success of promoting Highland as a filming location has been a powerful tool in attracting visitors to the region
To capitalise on this trend, travel agents are advised to create themed packages and utilise social media platforms to engage with audiences. Incorporating popular shows into marketing materials can attract fans eager to experience their favourite on-screen locations.

Noctourism: Exploring the Night Sky

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Noctourism, or nocturnal tourism, focuses on experiencing destinations after dark. This includes activities like stargazing, witnessing the Northern Lights, and observing bioluminescent phenomena. Dave Chidley from Hurtigruten highlights that these experiences offer unique and ‘Instagrammable’ ways to explore the world.
Noctourism, or nighttime tourism, is gaining popularity as travellers seek unique experiences after dark. In New Zealand, the Hauraki Coromandel region has seen a focus on growing travel themes, including noctourism and wellness, indicating a shift towards experiences that connect visitors with nature and the cosmos

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Destinations known for their dark skies, such as parts of Iceland and Lapland, are becoming increasingly popular. Travellers are seeking locations that provide opportunities to connect with the cosmos, offering a fresh perspective on the natural world.

Destination Dupes: Affordable Alternatives to Popular Spots

Destination dupes involve choosing lesser-known destinations that offer similar experiences to popular tourist spots but at a lower cost and with fewer crowds. Andrea Godfrey of Regent Holidays suggests alternatives like swapping Mediterranean beaches for Nordic shores or Italian lakes for Slovenia’s Bled and Bohinj lakes.
Destination dupes, or alternative destinations offering similar experiences to popular tourist spots, are becoming increasingly sought after. For example, the UK government has recognised the trend of ‘set jetting’ and its impact on tourism, highlighting the importance of promoting lesser-known locations to attract visitors.
This trend is gaining traction as travellers seek more authentic and budget-friendly experiences. For instance, flights to Bosnia and Herzegovina increased by 284 percent in 2024, with Montenegro and Albania also seeing significant rises in popularity.

Embracing the Future of Travel: Set-Jetting, Noctourism, and Destination Dupes

Travel trends for 2025 show a growing preference for personalized and deep-dive adventures, which change the way we think about our next trips. For example, set-jetting lets fans visit the exact seaside cafés from their favorite movie; noctourism encourages exploring cities under the glow of streetlamps; and destination dupes provide less-crowded but equally stunning versions of the most Instagram-worthy spots. When the travel industry adopts and enhances these trends, it can deliver experiences that feel custom-made for each explorer, creating memories that outshine the regular list of sights we used to regard as must-dos.

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Tags: Adventure Travel, adventure travel 2025, Asia Travel Trends, Australia Travel, destination dupes

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Saturday, September 20, 2025
Saturday, September 20, 2025
Saturday, September 20, 2025
Saturday, September 20, 2025
Saturday, September 20, 2025
Saturday, September 20, 2025
Saturday, September 20, 2025
Saturday, September 20, 2025

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