The Great Escape: Why Hidden Gems Are Becoming Travel’s Hottest Trend
Picture this: you’re standing in Venice, shoulder-to-shoulder with thousands of other tourists, watching someone take their hundredth selfie at the exact same spot. The magic? Gone. The authenticity? Lost in a sea of selfie sticks. This scenario has become all too familiar, and it’s exactly why 2025 is witnessing an unprecedented shift toward alternative travel destinations. According to Accor’s survey, 58% of Brits now prioritise travelling to lesser-known destinations over tourist hotspots. In the past year, searches for “hidden gem holiday destinations” have increased by 150%, indicating a growing desire for off-the-beaten-path experiences. What we’re seeing isn’t just a travel trend—it’s a full-blown revolution against mass tourism. Travelers are no longer content with checking off the same overcrowded bucket list items that everyone else has. Instead, they’re seeking authentic experiences in places where they can actually breathe, connect with locals, and create memories that feel genuinely their own. With 80% of travelers concentrated in just 10% of global destinations, Maza warns that overtourism threatens the authenticity and sustainability of travel. He advocates for crafting itineraries that explore uncharted territories and delve deeper into a destination’s essence.
The Hidden Gems Market: A $4.5 Billion Giant That’s Just Getting Started
Behind this massive shift toward alternative destinations lies a booming industry worth serious money. The global Hidden Gems Market size was valued at USD 4.5 Billion in 2024 and is projected to expand at a CAGR of 12.5%, reaching a value of USD xx Billion by 2032 The numbers are staggering, and they tell a story of travelers willing to invest in experiences that feel fresh and undiscovered. This isn’t just about saving money anymore—it’s about finding value in authenticity. Regions like Europe and North America are expected to dominate, with growing interest in lesser-known destinations. However, Asia-Pacific is showing rapid growth as more travelers explore unique gems in emerging markets. What makes this market even more fascinating is how technology is playing a role. In May 1, 2024: Kayak strengthens its portfolio by acquiring Hopper, a hidden gems travel startup. This acquisition expands Kayak’s offerings in personalized travel and data-driven booking solutions. In Jun 2, 2024: American Express introduces its exclusive hidden gems travel program, providing cardholders with unique travel experiences, insider access, and curated journeys to lesser-known destinations. The travel industry is clearly taking notice of this trend and investing heavily in platforms that help travelers discover these alternative gems.
Destination Dupes: The Smart Traveler’s Secret Weapon
‘Destination dupes’ have been big on social media, with 400,000 posts on TikTok alone currently using the hashtag to suggest cheaper, less busy alternatives to popular destinations — the Greek island of Paros instead of Santorini, for example. And operators are capitalising on the trend, including Intrepid Travel, which launched a ‘not hot’ list showcasing lesser-visited destinations for 2025. The concept is brilliantly simple: why pay premium prices to fight crowds at famous destinations when you can have similar experiences somewhere else for less money and more peace? In the same way, interest in destination ‘dupes’ are expected to grow, seeing a +120% increase in monthly searches according to Google search data from July 2024. These off-the-beaten-path destinations draw people who want the same result without the crowds (and the price tag), with much of the education around ‘dupes’ found on social media. Consider Budapest over Barcelona, where you can enjoy thermal baths and stunning architecture at 30% lower costs. Or skip the Maldives for Lake Bacalar in Mexico, where crystal-clear waters await without the 24-hour flight. In fact, a recent Atlys report reveals that 73% of Gen Z and Millennial travelers prefer “escaping crowds” by choosing off-peak travel time. More than half of global tourists flock to only a 10% portion of the world, such as the US and Europe, which leads to overtourism and overwhelms locals, other tourists, and the overall ecosystem. These aren’t inferior substitutes—they’re often better experiences wrapped in affordability and accessibility.
Digital Detox Tourism: Reclaiming Our Humanity One Unplugged Vacation at a Time
In our hyperconnected world, there’s something revolutionary about simply turning off. There has never been a greater demand for wellness travel and digital detoxification in our hyperconnected world. As technology continues to take over daily life, more and more people are looking for travel experiences that let them get away from screens and get back in touch with nature. Digital detox tourism promotes mental and emotional well-being by encouraging tourists to put down their electronics and practice mindfulness. This isn’t just about unplugging for a few hours—it’s about rediscovering what it means to be fully present in a place and moment. Consumers became increasingly interested in bespoke wellness retreats, digital detox holidays, and nature-based revival programs, making spa resorts, meditation retreats, and wellness-themed holiday packages highly in demand. The market was also driven by corporate wellness programs since companies saw the link between productivity and employee well-being and encouraged wellness tourism for executive retreats and stress management programs. The UK’s Unplugged cabins, for example, report a 94% occupancy rate as travelers flock to spaces where WiFi is banned and old-school pleasures like books and board games reign supreme. Solo travel has been on a steady incline since 2018, with this segment now accounting for 63% of the overall travel market. This growth is particularly fueled by solo female travelers, who prioritize safety, relaxation, and unique cultural experiences. The movement represents more than temporary disconnection—it’s about creating lasting changes in how we relate to technology and each other.
The Wellness Tourism Explosion: $1.2 Trillion and Growing
Wellness tourism has evolved from a niche market to a massive industry that’s reshaping how we think about travel. The market is estimated to reach a value of USD 1,213.8 billion by the end of 2025. The market is projected to exhibit a CAGR of 10.4% over the assessment period. These aren’t just spa weekends anymore—they’re comprehensive experiences that address physical, mental, and emotional wellbeing. The global market for wellness tourism is projected to surpass $1.3 trillion by 2028, up from $830 billion in 2023. For example, a UK-based cabin company that offers digital detox weekends, Unplugged, said it has a 94% occupancy rate for its 23 cabins and has seen demand skyrocket. What’s fascinating is how this trend is spreading beyond traditional wellness destinations. Digital detox retreats are also gaining traction as individuals seek respite from constant connectivity, providing them with opportunities to reconnect with nature and themselves. Moreover, wellness tourism expands beyond traditional destinations, with Tier 2 and Tier 3 cities emerging as new wellness hubs, offering unique experiences and promoting tourism in lesser-known regions. From meditation camps in remote forests to yoga retreats in hidden valleys, wellness tourism is literally taking travelers off the beaten path while transforming their physical and mental health.
Overtourism’s Reality Check: When Paradise Becomes a Nightmare
The harsh reality of overtourism has finally hit home for both destinations and travelers alike. 2024: Santorini, Greece – reports of up to 18,000 cruise passengers overwhelming the island daily, straining resources for its 15,000 residents. Cities like Venice, Barcelona, and Bali are implementing restrictions to manage overwhelming crowds, while governments are imposing new taxes and visitor limits to curb the adverse effects of mass tourism. These aren’t just statistics—they represent real communities struggling to maintain their identity and quality of life. In 2024, with travel rebounding globally, overtourism hit harder than ever. Famous destinations like Venice, Bali, and Barcelona were already grappling with overcrowding, and the effects were noticeable: from environmental damage to overwhelmed local services and the displacement of residents. The situation has become so critical that some destinations are actively discouraging visitors. Barcelona residents have taken to spraying tourists with water guns, while Venice has introduced entry fees just to walk through the city. International tourist arrivals are expected to grow 3% to 5% in 2025 compared to 2024, according to preliminary estimates. International tourism virtually recovered (99%) pre-pandemic levels in 2024, with most destinations exceeding 2019 numbers. With tourism numbers continuing to rise, the pressure on popular destinations will only intensify, making alternative destinations not just attractive but necessary.
Technology’s Double-Edged Role in Alternative Travel
Technology is simultaneously creating the overtourism problem and providing solutions for it. For the 47% of Gen Z and 44% of millennials who would reconsider visiting a destination if they couldn’t tag its location, AI offers an alternative. These tools help them discover equally stunning but less crowded areas, allowing for guilt-free sharing of travel experiences. With 67% of travelers hoping to use technology to find less crowded places and 23% already utilizing apps for real-time updates, AI is playing a pivotal role in reducing overtourism and preserving the integrity of popular landmarks. The irony is palpable—the same social media platforms that created influencer-driven destination hype are now being used to promote unknown gems. AI-powered travel planning tools are redefining authenticity in tourism. By connecting travelers with unique cultural experiences, these platforms encourage deeper engagement with local traditions, cuisines, and crafts. For example, travelers can use AI to locate community-hosted events, workshops, or guided tours led by locals, fostering meaningful connections. Smart apps can now analyze crowd density in real-time and suggest alternative routes or destinations. More than ever, people are using AI tools to help them plan trips. According to a Deloitte survey published in 2024, almost 20% of millennials used AI to help them plan their itinerary, a number that is set to increase this year. In fact, the value of AI in travel and tourism was estimated at $2.95 billion last year and is predicted to rise to over $13 billion by the end of the decade. This technological evolution is making it easier than ever for travelers to discover hidden gems while helping popular destinations manage their visitor flow more effectively.
Climate Change: The Unexpected Driver of Alternative Destinations
Climate change has become an unexpected catalyst for alternative travel, with extreme weather forcing travelers to reconsider traditional summer hotspots. Travelers are beginning to move away from the hot temperatures of traditional summer European destinations, as more people are experimenting with ‘coolcations’ in European countries. Google search data from July 2024 showed that searches for ‘coolcations’ increased +85%.
