There is a growing appreciation among travellers for relaxation & rejuvenation as central aspects of travel
Driven by a population with a growing desire to escape the daily grind, a new tourism trend has taken centre stage: quiet travel.
According to a new study by Bókun, a tour operator within the Tripadvisor family, wellness and relaxation retreats have become the latest trends in travel, particularly among young people.
Bókun’s “Quiet Travel” survey, based on analysis of current and future forecast search trends, combined with countries’ decibel data, and seasonality in travel, explores how tourism demands have evolved over the last ten years and how interest in destinations and tours is predicted to change.
Rising popularity of solo trips
Solo Travel has more than 948,000 posts on social media TikTok
Travel trends are undergoing significant transformations, with health and wellness appearing at the forefront.
Analysis of Google searches found that interest in Bali wellness retreats has skyrocketed by 2,956 pc over a 10-year period.
This highlights a growing appreciation for relaxation and rejuvenation as central aspects of travel. Simultaneously, “bird-watching tours” have surged by 343 pc, “walking tours” have grown by 101 pc, and there has been a 177 pc rise in searches for “geothermal spas’’, reflecting consumers’ growing desire to reconnect with calming nature in varied ways.
Tourists are also shifting towards a need for alone time, with searches for “solo travel” increasing by 324 pc and “solo holiday” rising by 63 pc.
Top trips according to search demand over the last 10 years:
Trip Demand Search Demand (Over Past 10 Years)
Bali Wellness Retreat 2,956 pc
Wellness Retreat 470 pc
Bird Watching Tour 343 pc
Solo Travel 324 pc
Nature Retreat 282 pc
Quietest Beach 138 pc
Walking Tour 101 pc
Hiking Tour 101 pc
Botanical Garden 80 pc
Solo Holiday 63 pc
Most in-demand quiet travel destinations
Macedonia, the Netherlands & Luxembourg have seen the most significant growth
According to the analysis, destinations like Macedonia have experienced an astounding 183 pc increase. Similarly, the Netherlands and Luxembourg have seen significant growth, with increases of 133 pc and 93 pc, respectively.
When analysing what all these countries have in common, it is evident they are renowned for their quiet and relaxing nature.
Macedonia offers serene lakes like Lake Ohrid, the Netherlands has beautiful national parks like Hoge Veluwe, Luxembourg, known as “Little Switzerland,” boasts the scenic Mullerthal Region, and Lithuania is famous for its wellness treatments in spa towns like Druskininkai and the serene Curonian Spit.
Interestingly, this surge in tourist interest appears to be closely associated with a preference for quieter, less noise-polluted destinations. Countries like the Netherlands, which has seen a surge in tourism of 133 pc, Denmark with 53 pc, Finland with 37 pc, and Latvia with 36 pc uptick are among the least noise-polluted in Europe, reflecting a growing consumer desire for tranquillity.
This shift highlights a broader trend where travellers are increasingly seeking serene and peaceful environments, highlighting a potential area of focus for tour operators and destination marketers aiming to cater to this evolving preference.
Quiet Country Demand
Surge in tourist interest appears to be closely associated with a preference for quieter, less noise-polluted destinations
Bókun’s analysis found that searches for wellness retreats, solo holidays, and solo travel peak during December, January, and February, likely driven by a desire for new beginnings as people enter the new year.
Interestingly, interest in Bali wellness retreats and bird-watching tours spikes during April and May, perhaps due to the ideal weather conditions and unique wildlife activities available during this period.
As the year progresses, there is a noticeable shift with tourists showing an increased interest in walking tours, quiet beaches and hiking tours during the late summer months of August and September.
Meanwhile, botanical gardens and nature retreats see a surge in popularity from September through to December.
June and July are the quietest months for searches related to quieter travel, according to the survey, possibly because many travellers are already on holiday, reducing the need for further getaway planning.
A noticeable shift shows tourists with increased interest in walking tours, quiet beaches & hiking tours
Bókun’s data projections for 2025 says that European countries like the Netherlands may go on to see the top surge in tourism, accounting for 32 pc increase, followed by Latvia at 8 pc and Finland at 4 pc. Top 5 destinations will be rounded off with Bulgaria and Iceland at 4 pc and 1 pc uptick respectively.
These trends highlight a future strategy for tour operators who may consider striking the perfect balance between vibrant city experiences and peaceful getaways.
The report adds that the year 2024 has already seen a notable shift towards quiet and wellness-oriented travel and data shows that this trend is predicted to continue well into 2025.
Whether it is glamping under the stars or staying in eco-friendly lodges, 2025 could be the year of the glamper, with interest in ‘nature retreats’ forecasted to be the most popular at 23 pc increase.
Hiking and walking tours are also predicted to be increasingly sought after as tourists look for a more intimate way to discover cities, towns, and rural areas, with an emphasis on appreciating surroundings and combining exercise with exploration.
"
