In a world constantly evolving, full of cultural shifts, daily TikTok trends, and new data-driven headlines, the media is constantly seeking the next new angle to hook their features on. 

As we step into the year 2024, a myriad of fascinating trends is set to redefine the way consumers travel, explore, and connect with the world around us. From discovering destinations inspired by favourite Netflix shows to embracing the allure of myths and archaeology, embarking on transformative journeys, and diving headfirst into the spirit of the Olympics, 2024 promises a tapestry of unique experiences and adventures.

These are our top predictions for what will move the dial in travel in 2024. Get ahead of the curve and shape your offering around one or two of these trends:

Ancient DNA, myths and archaeology: This travel trend offers a unique opportunity to bridge the gap between past and present, bringing together the wonders of archaeology, myths and legends while contributing to the understanding of our shared human heritage. Unearth the secrets of the past through magical storytelling, journey to archaeological sites around the world and witness the marvels of human history come to life. Shed light on our ancestors’ stories, migrations, and connections.

Set-jetting: The thrilling world of travel inspired by the magic of storytelling on screen will become bigger and more important in influencing traveller’s destination choices in 2024. Step into the real-life locations that inspired, and were featured in, many of the biggest films and TV shows. Recently, The White Lotus saw Sicily explode as a destination for 2023, with Google searches almost doubling since last year, and more recently, Netflix granted permission for Emily in Paris spin-off holidays, with trips including all the activities seen in the show. With White Lotus filming in Thailand, Wicked bringing Kansas into focus, and Beetlejuice sequel taking place in Vermont, there’s an array of destinations around the world that are set to gain the spotlight in 2024.

Transformational travel: Transformative travel is more than just a holiday; it’s a profound journey of self-discovery and personal growth. It’s about stepping out of the comfort zone, embracing new experiences, and challenging beliefs and perceptions. Whether it’s embarking on a solo adventure, immersing in a different culture, or pursuing a passion project away from the hustle and bustle of normal life, transformative travel has the power to change perspectives and expand horizons, creating holidays that are more than just discovering the next destination.

Olympics: The 2024 Paris Olympics will make history as the first to span multiple territories, with new sport, surfing, taking place in Tahiti on the legendary Teahupo’o wave. This unique choice celebrates the sport’s global appeal and showcases the planet’s diversity. Break dancing will also be making its debut in 2024, with interest in learning more about its history, how to do it, and watching break dancing performances expected to rise exponentially as a result.

Embracing the shoulder season: Travellers worldwide are reimagining the way they explore the world, and ‘shoulder season’ travel is emerging as an eco-conscious choice. Beyond the peak tourist rush, shoulder seasons offer a more tranquil and environmentally responsible experience. As climate change continues to reshape traditional travel patterns, these off-peak periods allow guests and travel operators to reduce their carbon footprint, alleviate overcrowding, and support local communities, while still enjoying warmer weather. It’s not just a trend; it’s a mindful step towards a sustainable future, where responsible tourism and climate action go hand in hand.

Meditation hiking: Combining the rejuvenating benefits of meditation with the invigorating experience of hiking, meditation hiking offers a unique opportunity to escape and reconnect with the natural world. Traverse scenic trails and immerse in the sights and sounds of the wilderness. Guided meditation sessions provide moments of stillness and mindfulness. It’s a holistic adventure that nourishes both body and soul, leaving guests refreshed, centred, and more deeply connected to the world around them.

Survivalist tourism Inspired by breakout TV shows like Alone, survivalist tourism is the ultimate adventure for those seeking a test of their outdoor skills and resilience. Stepping out of comfort zones and into the wilderness, learning essential survival techniques from expert guides, mastering fire-making in the heart of the forest to foraging for sustenance. This type of travel experience pushes limits while fostering self-reliance and a profound connection with nature. Whether it’s a weekend survival camp or an extended expedition, survivalist tourism offers an unforgettable journey that challenges, educates, and transforms. Luxury travel operators like Belmond even recently launched a three-night Highland Survival Adventure journey led by former Royal Marines Sergeant George MacHardy and survivalist, Eliza Brown.