At Comunica, one of our specialist areas of expertise is the travel and tourism sector. We help a range of different clients – from booking platforms to destinations and more – not only to translate and localise content for their international visitors, but also to strategise and understand their target markets.
As keen observers of the sector, we’re always up to the minute on the latest trends and developments – so that we can advise our clients on how best to adapt their content and tap into current demands within each specific market they wish to attract. In this article, you can read about some of the travel trends that are big or on the rise right now:
Noctourism
This term was coined recently to describe a phenomenon that is by no means new, but sharply rising in popularity. As the name suggests, noctourism is the practice of exploring cities and destinations at night. It includes things like:
- An after-hours jungle safari or a northern lights experience
- A foodie adventure through a bustling night market
- A visit to a lit-up downtown area or an illuminated museum
Sometimes, the point is to experience things you can only see at night. Other times, it’s an opportunity to escape the bustle or get a new perspective. In many places, the trend is a response to overcrowding and soaring temperatures in daylight hours.
For businesses in the tourism sector, it means an opportunity to accommodate fresh demand for a new style of tourism as well as the possibility to extend operating hours. It is also a crucial necessary insight that can help keep you relevant and in demand.
Sustainable Travel
Unsurprisingly in 2025, sustainability features higher and higher on travellers’ lists of priorities. Train, bus and ferry travel are all up, eco-hotels are spreading, and, in general, customers are actively seeking out both accommodations and experiences that are gentle on both people and planet.
In Denmark, for example, travellers consistently report that sustainability factors feature high among their reasons for choosing this country. Bicycle culture and organic food options in particular standout as some of the eco-benefits that this country can boast about.
In the capital, Copenhagen, there are more bikes than there are people, with around 62% of Copenhagen’s commuting to work or school by bike everyday. Tourists can easily rent bikes themselves and make use of the city’s superlative cycling infrastructure to whizz around from sight to sight.
Coolcations
Coolcations are a rising travel trend where tourists seek cooler destinations instead of traditional hot-weather holidays. It is driven by a combination of overcrowding in traditional destinations and increasingly severe summer heatwaves that create demand for an opportunity to cool-off.
In Europe especially, travellers are turning away from overheated Mediterranean resorts and heading north, making the Nordic countries prime beneficiaries. With their mild summers, striking landscapes, and sustainable tourism practices, places like Iceland, Norway, Sweden, and Finland offer glacier hikes, midnight sun kayaking, forest saunas and vibrant coastal villages. Plus, unlike newer destinations adopting the trend, the Nordics have long embodied this lifestyle – thriving in crisp air and integrating wellness, nature and culture into everyday life.
Read More
If you are interested in reading more about some of the trends mentioned here, check out our post on sustainable tourism and how translation can play a role in influencing traveller behaviours here.
Be sure to also check out our helpful guide to destination marketing for ideas on how you can draw on the appeal of your destination (and the ways it connects with these trends) to boost your business.
And if you’d like to know more about all the ways we can help, get in touch to book a free consultation or receive a quote – let’s create something impactful together!
