2025 Viator Travel Trends Report

Since the pandemic reignited our love for the outdoors, nature-based activities have remained a top choice for travelers. Whether it’s an adrenaline-packed ATV ride, a peaceful day cruise, or a once-in-a-lifetime nature and wildlife experience, nearly a third of Viator’s top 10 experience categories are all about the great outdoors. And it’s not just the usual suspects—this past year thermal spas and hot spring experiences saw more than 40 percent growth year-over-year, making them one of Viator’s five fastest-growing categories.

The demand for outdoor experiences is also shaping where people choose to travel. Today, three out of Viator’s five fastest-growing destinations (Rovaniemi, Finland; Banff, Canada; and Tromsø, Norway) are known for their natural beauty, cool climates, and stunning night skies. These destinations offer a perfect mix of outdoor exploration, from hiking by day to stargazing under the northern lights by night.

Given how much travelers crave nature, it’s no surprise that Viator’s most-loved destinations are leaning outdoors too. In the US, Colorado, Utah, Oregon, and Wyoming dominate the top spots for highest-rated states, with all of them scoring more than 4.8 out of 5 stars.

Cultural, historical, and heritage tours have been Viator’s most popular experiences for years, and they’re still leading the pack. But there’s a new trend on the rise: travelers want more personal, immersive experiences—those hidden gems that offer a deeper dive into a destination’s unique traditions, history, and local life.

These experiences—which often involve a hands-on element—are all about connecting with the heart and soul of a place. Cooking classes, for example, are one of Viator’s top 10 most popular experiences, and photography tours have nearly doubled in popularity. Craft classes have also seen impressive growth, jumping more than 50 percent over the past year.

And it’s not just about quantity—it’s about quality. Craft classes, cooking classes, and dance lessons are Viator’s highest-rated experiences of the year, each boasting an average rating above 4.8 out of 5 stars.

“While traditional tours remain our most booked by far, it’s the hands-on, immersive categories that make the most lasting impact,” said Laurel Greatrix, Vice President of Marketing for Viator. “Our top five highest-rated categories break the traditional tour mold, with three focused on skill-building. It reflects a sustained rise in demand for classes and workshops, a trend that took hold in the mid-2010s.”

While huge concerts (think: Taylor Swift’s Eras tour) grabbed headlines last year, another trend was quietly gaining momentum: a growing desire for more intimate, culturally rich musical experiences.

Concerts and special events have shot up to become one of Viator’s top five fastest-growing categories, with more than a 50 percent increase in bookings over the past year. Whether it’s catching a flamenco show in Madrid, stepping back in time at a Vivaldi concert in Venice, or getting lost in Austin’s live music scene, travelers are after musical experiences that bring them closer to a destination's culture, history, and people.

"This year, interest in concerts and special events continues to surge—not just for big names and headliners, but for cultural experiences rooted in music and performance,” said Laurel Greatrix, Vice President of Marketing for Viator. “These can offer a deeper connection to a destination, reflecting the broader shift toward more immersive and less conventional travel experiences.”

Despite rising costs on everyday items including gas and groceries, US travelers are more determined than ever to explore far-off destinations. There's been a surge in demand for the traditionally popular long-haul destinations such as Rome, Paris, and Oahu, proving that the desire to experience the world is still going strong.

Since Asia reopened its borders after the pandemic, Viator has seen a steady increase in bookings to the region—up more than 50 percent last year.

Japan, Thailand, and Vietnam are still Viator’s top destinations in the region, but China is quickly becoming a major hot spot. Beijing leads the way as Viator’s fastest growing destination, with demand for the city surging nearly 4x year-over-year. Shanghai is also leaving a lasting impression, ranking among our top five most-loved destinations with a near perfect 4.98-star rating.

Other locations such as Osaka, Kyoto, and Tokyo in Japan, as well as Siem Reap in Cambodia, have also seen impressive growth, with bookings up around 50 percent or more.

Methodology: This report’s travel destinations, experience categories, and products are based on data from Viator’s point of sale in 2024. "Top" is determined either by growth in 2024 number of bookings compared to 2023 with a minimum of 5,000 bookings, a ranking of 2024 number of bookings, a ranking of 2024 gross bookings value, or a ranking of experience category average review scores with a minimum of 1,000 traveler reviews.