Exploring the Future of Travel: The Rise of Untouched Destinations in 2025

The seventh installment in my Travel Trends series explores Untouched Tourism, and in several respects, it continues my earlier piece for Forbes on Off The Beaten Track travel. While the two share thematic similarities, there is a distinction: to discover ‘untouched tourism’ you do not have to venture ‘off the beaten path’ or travel to isolated locales. Rather, this trend revolves around the quest for locations that provide a break from congestion or present an alternative perspective of a country. For example, it could involve seeking out spots that have been historically neglected, as opposed to landing in the conventional, globally adored destinations.

Lemongrass Marketing’s latest Travel Trend Report 2025 identifies ‘Destination Dupes’ as a rising trend for the upcoming year. “In Spain, bypass Barcelona and visit Girona instead. Replace Venice, Italy, with Ljubljana in Slovenia. And opt for Maratea instead of Positano in Italy,” it advises. “These represent the alternative (yet comparable) locations that vacation planners are exploring, promising to be less costly and crowded than popular destinations, thus marking this year as the year of the ‘destination dupe’.”

Delving deeper, the report states: “Affordable alternatives have surged on TikTok feeds, where the hashtag #dupe has amassed 5.9 billion views. Interest in Taipei (a substitute for Seoul) surged by 2,786%, while Pattaya (a substitute for Bangkok) saw an increase of 249%. Enhanced flight inquiries also bolster the destination dupe phenomenon: Curaçao (a substitute for St. Martin) has risen by 185%; Perth (a substitute for Sydney) has experienced a boost of 109%, and Liverpool (a substitute for London) has grown by 97%. Locations are reacting urgently to spread out tourists: in France, where an astonishing 80% of visits are currently concentrated in just 20% of the nation, a recently launched €1m initiative is encouraging both domestic and international visitors to look beyond the usual routes.”

The emerging ‘second city’ trend is also part of this evolution, one where travelers are bypassing famous hotspots for smaller cities that are often in proximity and overshadowed by the larger “big hitters.” Think of visiting Verona instead of Venice, Porto instead of Lisbon, or Memphis over Nashville. This approach not only helps alleviate overtourism but can also lead to discovering previously unnoticed charms in a destination.

In Expedia’s Unpack ’25: The Trends in Travel report, this concept is termed ‘Detour Destinations’, suggesting alternatives like Reims instead of Paris in France, Cozumel instead of Cancun in Mexico, and Brescia instead of Milan in Italy. “Detour Destinations are lesser-known and less frequented than popular tourist attractions, yet these rising stars deserve a spot on an itinerary either as an addition or as the main destination,” the report explains.

Specializing in high-net-worth individuals and tailored luxury travel, Cartology Travel has observed a transformation in travel patterns. The company marks Sardinia, Colombia, and Montana as destinations rising from the ‘shadows’ in 2025.

“Sardinia has long been a luxury destination for those in the know among Europeans, but this Italian island is now attracting broader interest from international clientele,” remarks Justin Huxter, co-founder of Cartology Travel. “We have noted an increase in inquiries for this destination, and this will undoubtedly continue further with several renowned luxury hotel brands, such as Belmond Romazzino, opening on the island.”

“On the other hand, Colombia has not historically featured on the luxury travel path for those journeying through South America, but we anticipate this is about to change,” Justin continues. “Colombia is a remarkable country with a burgeoning culinary scene, abundant adventure opportunities, and a stunning variety of landscapes to explore, making it ideal for any kind of traveler. Later this year,

Four Seasons is poised to launch its new hotel with 131 keys in Cartagena, situated on Colombia’s Caribbean shoreline. The brand has rejuvenated a series of historic buildings that date back to at least the 16^th century and aims to initiate a fresh chapter for Cartagena.

As One&Only opens its first resort in the US, One&Only Moonlight Basin, in Montana in 2025, this US location will gain attention. “Nestled in the mountains, the resort guarantees an exhilarating sense of adventure for all visitors,” explains Justin. “Yellowstone National Park is merely a short drive away, where guests can observe elk grazing alongside bison herds, and the shimmering lakes in summer are just as stunning as the snowy peaks in winter.”

Focusing on luxurious and unconventional travel across the globe, Geographic Expeditions has revealed its leading travel spots for 2025. Cuba, New Zealand, South Africa, Türkiye, Vietnam, and Zambia are suggested to be on the travel enthusiasts’ lists for 2025, according to the organization. “Each of these locations offers remarkable, enriching experiences that cannot be replicated elsewhere.”

Glenn Ringer, director of Product Development for Geographic Expeditions, elaborates on why Zambia stands out in particular: “I’m eager to introduce our explorers to three luxury properties that are off the main path in Zambia. The first two include Sungani Lodge and Kulandila Camp, which is situated in the secluded southern region of South Luangwa. These establishments are family-run and have been skillfully crafted from the surrounding wilderness, offering exclusive safari encounters. The third establishment is the historicChichele Presidental Lodge has undergone a magnificent redesign and reconstruction for its reopening in the 2025 safari season. Managed by Grant Cumings, a prominent figure in conservation-conscious safari operations in Zambia, the lodge enjoys a remarkable hilltop position with sweeping views of the Luangwa Valley.

As numerous locales struggle with overcrowding, local backlash, and tourism’s environmental effects—travelers are reconsidering where and how they wish to visit in the upcoming year, according to Intrepid Travel. In line with this trend, the company has issued its annual Not Hot List report in partnership with travel trend analysis firm Globetrender, which highlights ten underrated and overlooked spots for travel in 2025.

“Our most detailed report yet, this list was developed with Globetrender and is backed by external research and local insights,” remarks Erica Kritikides, GM of Global Product at Intrepid Travel. “The featured locations include Gilgit-Baltistan in Pakistan, Disko Island in Greenland, and Accra in Ghana. Each destination is rolling out new infrastructure and programs to accommodate more visitors in 2025. Consistently, our list emphasizes lesser-known places, showcasing those that are often overlooked and less traveled that are ready to host inquisitive explorers. These are spots unveiling new routes, designing unique itineraries, and initiating exciting projects that deserve heightened focus, visitation, and dialogue.”

Renowned for its opulent, boutique accommodations situated in Tibet and China, Songtsam Resorts indicates it is experiencing a surge in reservations from tourists from the US. “As the focus on overtourism heightens, remote travel becomes more appealing,” states Florence Li, Director of International Sales & Marketing at Songtsam Resorts. “In the past year, overtourism has emerged as a significant concern, leading locations to introduce protective measures—such as tourist levies during peak seasons—to safeguard local communities and the environment. Consequently, travelers are becoming more aware of their influence—and this awareness translates to a more thoughtful selection of holiday destinations. Looking towards 2025, more travelers will seek out spots that are not adversely affected by large crowds—they will intentionally look for destinations where their presence can positively impact economically, environmentally, or both.”

“As travelers pursue such locations, they will be encouraged to emphasize places that have remained predominantly untouched by visitors—and thus, we will likely witness a rise in remote travel. This is what we are observing at Songtsam Resorts. Our resorts, lodges, and glamping retreats are situated across Tibet and Yunnan Province, China—in or near small villages and historic cultural hubs that have been preserved for centuries. In recent years, we’ve experienced an influx of visitors from around the world, and we anticipate a robust demand in 2025 as well. I firmly believe this is primarily due to our secluded positions, along with our dedication to preserving Tibetan culture and supporting local communities through intentional programs, design practices, and hiring from the local workforce. Guests understand that their stay with us will create a beneficial impact—providing a genuine escape from daily life. These are the kinds of destinations that will gain popularity as we look ahead to next year, and further.”

Richard C. Kessler, the Chairman and CEO of the Kessler Collection, which boasts a diverse array of boutique hotels throughout the United States, foresees that tourists will seek new encounters in developing cities: “We foresaw this change in outlook some time ago, and have concentrated our new projects in numerous of these uncharted markets, such as the Grand Bohemian Lodge which opened in Greenville, South Carolina in 2022,” states Richard. “Since breaking ground in 2019, this establishment has been pivotal in the expansion of the area’s tourism sector, as demonstrated by the city’s 62.3% rise in revenue.”

He further remarks: “The Kessler brand has consistently been dedicated to investing in and enhancing communities with unexploited potential, as highlighted in our forthcoming projects. Most significantly, we are developing a $150 million+ small-scale mixed-use village project in Cashiers, North Carolina. The 24.5-acre development will feature varied accommodations, including a boutique lodge, mountain cottages, and upscale glamping cabins, along with two full-service restaurants featuring a rooftop bar, a café, high-end retail, art spaces, an event pavilion, and a residential village centered around a retail and community hub.”

Lastly, a review of Byway Travel’s Trends Report will reinforce this trend. “Individuals wish to explore places where they are genuinely welcomed. In the wake of anti-tourism demonstrations in Barcelona and various measures elsewhere to control the surge of short-term rentals, steering clear of overvisited hotspots is a priority this year,” states the report. “In the Netherlands, we anticipate an increase in individuals swapping the overcrowded capital for quintessentially Dutch towns such as Breda, and in Spain, individuals swapping Catalonia for the Green Coast, with increased focus on emerging cities like Bilbao. Even in the UK, we foresee a renewed interest in stunning regions away from crowded summer destinations, such as Cornwall, leading to more travellers discovering the East of England, including Norfolk, and towns like Ballater in Scotland.”