The new typology of traveller

Nowadays, innovative travel ideas to participate in authentic relaxing and cultural experiences, in direct contact with the local community and territory.

According to 2025 travel and tourism data analysis, visitors prefer unique experiences in green destinations, directly and indirectly supporting the principles of eco-sustainability and regeneration.

Here are a few, recently popular, examples: Scandinavia, the United States and Africa with ‘nocturism’ or outdoor night-time experiences.

Experiential tourism allows visitors connecting with local people and their territory, experiencing moments of deep understanding of the surrounding environment. It can be, for instance, discovering the Northern Lights or constellations in remote places.

In fact, according to the latest statistics relaxation and wellness in natural environments are the two most important reasons for leaving urban contexts and travelling, away from noise and digital pollution.

However, this behaviour does not mean ‘digital isolation’ from the contemporary world, but it represents a better opportunity to live in a healthier way, experiencing the digital world in a different context.

Besides, here are some interesting percentages, estimated at global level: relaxation and good value for money (27%), safe destination (23%), outdoor activities and nature (18%), all-inclusive Hotels and Resorts formulas (17%), this last option ranked in first position as ‘preferred leisure holiday typology’.

The remaining complementary data of the here above results include the cultural tourism target: this reference demonstrates the primary importance of searching deep and authentic cultural experiences during leisure holidays, to better understand local people, their customs and traditions.