Slow Travel. Seeking Stories, Not Souvenirs.

As the rhythm of summer travel ends, a new trend is quietly reshaping how we explore the world. In 2025, travelers are no longer content with postcard views and crowded tourist trails—they are seeking something deeper: authenticity, meaning, and connection. Journeys now look less like checklists and more like conversations with culture, community, and the natural world.

Sustainable travel isn't a niche—it's becoming essential. Photo: Khoa Võ, 2016

The summer of 2025 also broke all heat records in the US, Canada, and Europe. Travel in the post-coronavirus era was intense and still characterized by a desire to make up for lost time at home. We were flying around the world and looking forward to discovering and noticing new things. It was striking how strongly mass tourism then shaped many beautiful and natural destinations.

The line for the gondola that leads to a beautiful viewpoint in Banff, Alberta, Canada, isn't that long, but the real problem starts at the top. I ride with a group in the gondola up the mountain and notice that the first thing that happens when I get out is that someone in the crowd rams a camera tripod into my ribs. A considerable number of strollers and backpacks are standing on the floor of the mountain museum, a large American coffee chain giving out coffee to visitors at the entrance to the viewpoint. It's so loud that you can't hear yourself speak, and I can hardly get my bearings in peace.

The restaurants in Tuscany are fully booked this evening; you can hear many German and American voices. The menus are printed in different languages, hung up right outside, and a small group of people dressed in tank tops, shorts, and flip-flops stops in front of the restaurant. What's on offer for starters is studied, and whether it's really authentic Italian is questioned. When they sit down, people immediately ask for pizza or pasta. A man stands up and asks the waiter for a city guide.

There are places in museums where photography is not allowed, yet a group of tourists stands in front of paintings and sculptures, taking pictures of these works of art. The museum attendant comes over and, for what must be the hundredth time today, asks them not to take photos here, as indicated on the signs hanging at the museum entrance and posted throughout the whole museum.

Back in the wonderful Canadian Rockies, a large crowd gets out of a gigantic bus at a lake. When they rush down to the lake, it becomes clear and loudly shouted from the crowd that everybody should line up to take a photo. Nature is not essential in itself; posting on social networks is integrated into the life of many people, just like breathing, eating, or drinking. Simply walking down to the lake and enjoying nature is not possible.

We have experienced all of this in recent years and may also experience it this year. And so it is remarkable that a new trend has developed in 2025 that is the exact opposite of this mass tourism.

Immersive Culture > Sightseeing

Slow travel means staying in one place for a longer period of time during your trip and experiencing the life of the locals mindfully and with a deep understanding of the people, nature, and local culture. For many people, travel is becoming less about consumption and more about participation. From Europe's Capitals of Culture, where art and heritage spill into the streets, to indigenous-led tours across Canada that honor the land and its stories, the focus has shifted.

The pressure to succeed and perform in everyday life, whether at work or in leisure activities, has increased enormously in recent years. Globalization is overwhelming, and digitalization is accelerating both processes. Generation Z and Millennials in particular are seeking a balance to this hectic, fast-paced life.

Bed and breakfast hotels and restaurants are adapting to the theme of sustainability and a conscious travel experience that is far removed from mass tourism. There is no longer a vast number of plastic water bottles being thrown away every day in holiday resorts or left on the beach. Refill stations for water are being set up in hotels, and reusable bottles for coffee and water are not only seen in backpacks when hiking, but also in beach bags this summer.

Meditation classes and yoga courses are now standard offerings at many hotels, some of which are offered free of charge with every stay. The drinking water comes from the hotel's own spring, and the hotel kitchen cooks with local products from local producers. Slow travel encompasses many aspects and contrasts sharply with the usual all-inclusive tourism, where sun loungers by the pool are reserved at night with a towel placed on them.

The slowdown creates an awareness of experiencing things more intensely and with more meaning on site. Simply climbing a mountain or just lying on the beach is no longer an experience.

Eco-Forward Exploration

With a growing awareness of sustainability and the described tendency towards an eco-tourism you see a precise movement toward experiences that not only enrich the traveler but also respect the places and people who host them.

This is not just a trend—it's a quiet revolution in how we think about moving through the world.

In 2025, nearly 73% of global travelers are seeking genuine, local experiences—connecting with traditions, artisans, and community life rather than ticking off landmarks. From heritage food tours in U.S. cities to interactive history at cultural centers, travelers want to journey with intention.

Sustainable travel isn't a niche—it's becoming essential. With wellness tourism skyrocketing and authenticity and sustainability driving choices, travelers are opting for eco-friendly stays and low-impact adventures.

Spotlight on Cultural Capitals

Chemnitz 2025—European Capital of Culture, is showcasing avant-garde festivals, with today's travelers seeking deep connection. It's about being part of a story—not just observing it.

Travel in 2025 is evolving into something more intimate and intentional. It is about weaving ourselves into the fabric of local life—sharing meals with communities, listening to stories, strolling through places where history and present meet.

Sustainability and authenticity are no longer side notes; they are the guiding compass of modern journeys. The traveler of today seeks not only memories but meaning—leaving behind not footprints of consumption, but traces of connection.

When you imagine your next journey, what matters more to you—the sights you'll see, or the connections you'll make? Send us your feedback, and we look forward to discussing the new Slow Travel trend with you.