Summer 2025 brings high demand, smarter travelers and new travel trends

Rachel J.C. Fu, professor and chair of the Department of Tourism, Hospitality and Event Management at the University of Florida, shares insights on this summer’s top travel trends. She also serves as director of UF’s Eric Friedheim Tourism Institute.

Q: What are the biggest travel trends this summer?
Fu: Travel demand is booming across the U.S. and globally. Summer travelers are seeking meaningful, crowd-free experiences, often opting for “hidden gem” destinations and rural areas over tourist hotspots. Heatwaves and overtourism concerns are also driving this shift. AI tools are playing a growing role in planning efficient, personalized trips, while concerns about strikes, weather and politics are making flexibility and real-time updates essential.

Q: How is inflation affecting summer travel behavior?
Fu: Travelers remain eager but budget-conscious. Many are choosing shorter trips, regional travel or RV vacations to save money. A strong U.S. dollar is encouraging international travel for Americans, though inbound tourism to the U.S. remains slower. Value is the key driver—people are choosing places where their money goes further.

Q: Are international bookings rebounding?
Fu: Yes. U.S. outbound travel has surpassed pre-pandemic levels. Popular international destinations include Western Europe, Japan and South America. However, visa delays and safety concerns are affecting some choices. Domestically, road trips remain strong, especially to Florida’s major cities and coastal towns.

Q: Which Florida destinations are seeing the most tourists?
Fu: Orlando tops the list, driven by theme parks and new attractions. Miami, Tampa Bay and the Panhandle are also busy, along with smaller beach towns like Anna Maria Island and Seaside. The Keys continue to attract in-state travelers for fishing and diving, while areas like Gainesville and Apalachicola are gaining ground as alternatives to crowded hotspots.

Q: How is Florida’s tourism industry performing overall?
Fu: Florida is in an expansion phase, with projections exceeding 145 million visitors in 2025. Challenges like labor shortages and environmental concerns persist, but new infrastructure and hotel investments are keeping the industry competitive.

Q: Are travelers more open to lesser-known destinations?
Fu: Absolutely. As access to top attractions becomes more difficult, travelers are turning to “second-tier” destinations. This shift supports more sustainable and diverse travel patterns—benefiting places like North Florida springs or heritage trails, and relieving pressure on overcrowded coastal cities.

Q: How has traveler behavior changed in recent years?
Fu: Travelers today are more informed and tech-savvy. They want digital access, clear pricing and flexibility. Mental wellness, ethical tourism, and customized experiences matter more. Destinations must be ready with mobile tools, real-time alerts and values-based messaging.

Q: Is sustainability influencing summer travel decisions?
Fu: Yes—especially for younger travelers. Interest in carbon offsets, EV rentals and eco-certifications is growing. Still, awareness doesn’t always translate into action unless the sustainable choice is convenient and affordable.

Q: How is technology changing the travel experience?
Fu: AI tools, mobile passports and contactless hotel check-ins are making travel smoother and smarter. Travelers use apps to adjust itineraries in real time, especially in response to weather or delays. Behind the scenes, the industry uses AI to manage staffing and anticipate demand.

Q: What role does social media play in shaping travel?
Fu: Social media remains a top source of travel inspiration—especially short-form video. Authenticity is trending over polished influencer content. Destinations that offer both shareable visuals and real experiences are more likely to attract visitors.

Q: What should travelers keep in mind this summer?
Fu: Book early, stay flexible and check your passport. Weather disruptions, labor shortages and global instability make it important to plan ahead and buy travel insurance. Budget for hidden fees and double-check entry requirements for international travel.

Q: What will shape summer travel in the future?
Fu: Climate adaptation, AI and values-driven tourism will lead. Expect cooler-weather destinations, more automated planning, and greater demand for meaningful, sustainable experiences. Destinations that adapt will stay competitive.