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We see you 2025...
Focusing on trend insights can be pretty divisive. Some feel a bit made up and capitalize on our herd mentality. Others feel very TikTok and are flash-in-the-pan obsessions that focus on quite disposable gains.
That said, trends, to a certain extent, drive our industry forward. On a positive note, they challenge us to explore new ways of engaging people and giving them experiences that are new and different.
The really great ones encourage people to make sustainable choices, try new things, go further away from the tourist traps, and learn something they didn’t know before.
When we take new knowledge and experiences back to our communities and share our stories, it inspires people to do the same.
It also brings wealth and opportunity to brilliant people and places—often the lesser-known, independent businesses doing something truly remarkable.
Based on all the good that comes from promoting trends in attractions, experiences, and tours, here are my observations for what we’ll see in the visitor attraction sector in 2025.
Immersive Storytelling
Are we fed up with the term immersive yet? Attractions like Frameless, Wake the Tiger, and Meetspace VR have created pretty incredible experiences that literally take you away from reality and into another world. People love that, whilst the photo opportunities are insane, you really are transported away from the everyday.
Wake The Tiger, Bristol
It has allowed attractions to broaden horizons through art, history, culture, and storytelling.
2025 will see immersive grow and grow, especially around augmented and virtual reality, but heightened through AI tools that further personalize the experience based on insights gained before and during the visit.
I think we’ll see more IP-driven immersive experiences following on from the success of attractions like Gunpowder Plot and Elvis—whether that’s around Netflix shows like The Bear, taking you into a busy Chicago restaurant kitchen, or Yellowstone, allowing you to ride across the ranch and into the sunset.
Elvis Evolution: Courtesy of Elvis Evolution (part of Layered Reality)
Museums will look to use more augmented reality to bring history to life, visualizing stories from the Jurassic age and showing lifelike reincarnations of dinosaurs. Exhibits will take you back in time to explore inside the Egyptian pyramids, marvel as you stand in the Colosseum, and conquer battlefields of Viking times.
Finally, gamification will increase perceived value and dwell time by making immersive elements fun and competitive.
So, if like me, you were feeling a little done with immersive experiences, think again, as I think we’ve only just started with what is yet to come.
After Dark Attractions and Events
Listen, I’m in bed by 9:30 pm—9:00 pm on a good day—but apparently, the appetite for night-time adventures is on the increase. I want to say it’s spurred on by our recent indulgence in the aurora borealis, but that’s a massive assumption.
As we see a rise in light and laser shows, and the drone technology used to create quite spectacular illuminations, other attractions are looking at how they can make the truly off-peak night-time slots a lucrative selling point.
We already have things like midnight screenings of horror movies and sleepovers at the museum, so what else can we expect? Zoo tours with nocturnal animals, after-dark art installations, and theme parks adding projection shows are all up for discussion.
I’ve been thinking about what would keep me out of my PJs for a few hours longer, and I think for me, it would have to be something cozy and warm—I’m all for new experiences, but not if it’s cold! Music would probably be the biggest draw for me—music at midnight maybe?
Sustainability and Conservation
A bit like immersive as a trend, we’re not over sustainability—that would be baaaaadddd. But we are a bit fatigued by being asked to make the right choices—and, if we’re honest, not really knowing what to do for the best.
We’re also far wiser to greenwashing and the flimsy efforts of hotels, cruise liners, and airlines in trying to suggest that they’re doing all the right things. That’s not to say they aren’t—some are really making remarkable changes to their practices and investing heavily in regenerative actions that will offset their climate impact. Advisors like Jamie Burr, who focuses on responsible tourism marketing and recently launched a free guide on the subject, are a good place to start with industry knowledge.
Conservation programs remain at the heart of most zoos’ communication strategies, and they are working hard to showcase efforts to protect endangered species. Beyond that, as a trend, I think we will see brands coming up with more innovative ways to showcase what they are doing, how you can get involved, and how to champion that too.
That might include loyalty programs that allow you to redeem rewards and points by taking part in activities that benefit the planet, such as planting trees or vegetables, visiting local communities, and more.
It could also involve behind-the-scenes tours at venues to see how they are tackling food waste or emissions.
Overall, transparency is the key here. Yes, we are finding new ways all the time to reduce impact, but the key will be in how attractions communicate this to guests and send them home with new and useful knowledge about how they can also reduce their own impact.
Personalisation Through Technology
I’m not afraid to admit that I used to think personalization meant putting ‘Dear Catherine’ at the start of my ticket booking email, rather than ‘Hello There.’
And for a while, it did.
Today, personalization means pre-empting consumer behaviour. A lot of that is down to data, insights, and AI—brands being able to predict what you might want or need before you even realize it.
As we roll into 2025, this will become slicker and slicker—and ultimately more useful to the customer. Whether that’s in the planning stage, post-booking, or during a visit, the application takes many forms and, done well, will seriously enhance the customer’s experience.
I dream of a day (which I don’t think is far off) when AI assistants act like a concierge.
You’ll get in the car ready for your trip to the theme park and be given the route to follow. On arrival, you’ll be directed into an empty parking spot. When you get to the gate, your tickets will magically appear on your phone.
As you explore the park, prompts will notify you when you’re near a toilet (because it will know you always need to go as soon as you get somewhere).
It will also know what time, roughly, you like to have lunch and direct you to the nearest café or restaurant, as well as giving you a preview of the menu.
And so it continues.
Of course, in the early days, we’ll need to train these assistants, but it won’t be long before we wonder how we ever lived without them. Scared? Or excited? I think it’s beyond exciting.
Edutainment and Interactive Learning
I’m not sure if this is a trend or not, being honest. But I do think there is scope for fun, adrenaline, and thrill-seeking to merge more closely with education.
I love the idea of science-based or STEM theme parks—rides where you travel through the human body and learn about how the brain works, for example. It takes me back to that brilliant 1980s film, Innerspace!
I’d also love to see children learning outside the classroom more often as part of the curriculum. Imagine if immersive zoo experiences could be taken into schools, for example.
Multi-Sensory Experiences
We’re seeing this to a certain extent already, fuelled by Disney’s magic of adding sensory elements to rides—a smell of the jungle or a squirt of water in the face from Dumbo.
We’ll continue to see this evolve within immersive experiences and attractions, as well as live theatre and cinema experiences.
Beyond that, who knows? I think a lot of the sensory value has been overtaken by AR and VR advances, but I eagerly await news of smell-based experiences—as long as they’re nice smells!
Inclusive and Accessible Experiences
Accessibility. Another tough nut to crack. And we find it really hard to do this properly, don’t we?
It’s no longer simply a case of making sure our venues are wheelchair and buggy-friendly or putting in hearing loops and quiet spaces.
In a bid to make sure everyone feels comfortable and welcome, we’ve got to step up our commitment to creating experiences that can be enjoyed by all.
I see some incredible work going on here with quiet sessions that are autism and sensory-friendly. I love when museums and galleries create more tactile experiences for those with visual impairments.
We’re definitely getting better as an industry when it comes to catering for multiple languages.
And one biggie for me that’s often overlooked—simply making signage easy and clear to follow.
Sometimes we dive straight into complex expectations and forget just to make it easy to find the exit.
Smaller, Hyper-Local Experiences
It’s true to say that the internet and social media have made the world a whole lot more accessible. It’s also painfully true that over-tourism is threatening the way of life for locals in destinations like Barcelona and Santorini.
While we know that dispersing demand into lesser-known, smaller destinations helps, and a hyper-local focus can shape our choices, I’m not sure what that actually looks like yet.
Do we just shuffle the problem off to another town or city? And what if these hyper-local places don’t want tourism? Or can’t cope with it?
I remember when the Little Ghost Shop in York became TikTok famous overnight, and the tiny
cobbled streets saw queues around the block wanting to enter the 10ft square shop to buy a little porcelain ghoul. I mean, it took their business to the stratosphere, but it was a struggle to cope with the demand.
I’ve seen one-man fishing trips sell out for a season in one day because someone Insta-famous found them and told the world.
I do some work with the incredible Invisible Cities, who offer walking tours in UK cities designed, researched, and run by people who have experienced homelessness. The knowledge, stories, and insights their guides share with warmth, courage, and passion are incredible. This hyper-local approach is hugely positive for their guests, their guides, and the local area—as they tell the stories others don’t.
An Invisible Cities tour with guide Ste in Manchester
That all sounds positive, doesn’t it? Are there downsides? Like I say, I’m not sure.
What I do know is that when you visit lesser-known places and spend your money there, it has a huge benefit to the local community, especially when you visit independent and family-run attractions.
Would you want to swap Alton Towers for Alton Model Railway? Quite possibly, yes.
Does that have a positive impact on the local area? I’m sure both visits do, in different ways. I’d love to hear your thoughts.
Subscription or Membership Models
Lots of attractions, including farm parks, museums, and stately homes, offer annual subscriptions and membership models—championed and inspired by the likes of the National Trust.
Many offer value for money with a “pay once, visit for a year” approach, like Blenheim Palace and Eureka! Children’s Museum.
These models are largely designed so that the attraction can own the customer and engage them more easily. Loyalty drives word of mouth and early adoption of new messages, events, and experiences.
And, when we talk about personalization and the use of AI, having customer data like this is invaluable: how often people visit, who they visit with, how long they stay, what they buy, where else they go, and what else they want.
Membership models also help attractions manage visitor numbers and better forecast footfall. Financially, they help predict revenue targets based on signing up a certain number of new members each month.
To further enhance loyalty, many attractions, like Marsh Farm, offer perks and benefits to members—exclusive early access to events, discounts, and added-value offers—making members feel special and increasing the perceived value of their investment.
Eureka! Science + Discovery on The Wirral
Focus on Emotional Connection
Let’s talk about nostalgia first. As a parent in my 40s, I love it when a character, movie, or band from my youth comes back into fashion.
The good news, if you’re anything like me, is that we’re going to see more of this.
Think about ABBA Voyage—they’ve made nostalgia immortal, blending it with cutting-edge technology.
We’re already seeing immersive experiences that take us back to the 1980s and 90s—and we’re so ready for it, as are the kids who missed it the first time around. Stranger Things has had a big influence here, of course.
Other emotive experiences are set to go wild too. We want to laugh until we cry—stage shows that make our sides split. We want to feel—augmented reality showing the plight of endangered animals. We want to shout and scream—and win—think VR headsets and competitive escape room challenges.
The key here is incredible storytelling. You can’t move someone unless they truly believe—and I definitely believe. You only have to look at the Christmas experience at Blenheim Palace this year. It was Neverland, and my goodness, did it have a fairy sprinkling of joy, wonder, and nostalgia.
Neverland Christmas at Blenheim Palace
Wild Food & Foraging
I attended the Arival event in Edinburgh in November 2024 which is where I first really heard this talked about as a bookable experience.
Wild food and foraging experiences are set to become a brilliant part of immersive travel. As travellers seek deeper connections with nature and sustainable practices, attractions and experiences offering guided foraging tours, wild cooking classes, and edible plant identification workshops are gaining popularity.
These activities not only provide a hands-on approach to understanding local ecosystems but also tap into the rising interest in farm-to-table dining and regenerative tourism.
By blending education, adventure, and culinary discovery, wild food experiences empower visitors to embrace a more mindful relationship with the environment while hunting out, preparing and cooking with ingredients you likely never have before.
CBD and Cannabis Tours
With the growth in food and drinks tours and all things culinary delight, comes the introduction of cuisine related CBD and alternative substance tours - where legal of course. Please don't go and book something that's going to land you in a jail cell on your holiday.
Demand is growing as we embrace wellness-focused and culturally immersive experiences - with CBD becoming more widely accepted for its medicinal and mindset benefits, cooking and drinking inspired products is becoming really popular.
Tours offer an engaging way to explore the industry's growing impact. From farm visits and behind-the-scenes looks at cultivation processes to guided tastings and wellness workshops incorporating CBD products, these experiences cater to both the curious and the connoisseur.
VIP & Skip The Queue Experiences
I talk often about the gold cheese sandwich, which comes from the grilled cheese sandwich story (a $214 lunch) and the premise of hero and halo products. Halo products are designed to create awe, inspiration, social media hype and PR attention.
On top of these, people are increasingly looking for private, bespoke and VIP experiences, adding an edge to a traditional tour with something extra special.
These experiences are becoming essential offerings as travellers prioritise convenience, exclusivity, and personalisation. From private after-hours museum tours to front-of-line access at popular attractions, premium options cater to those seeking seamless and tailored itineraries.
With demand for more intimate and stress-free experiences on the rise, attractions are leveraging these offerings to create memorable moments that feel uniquely curated. These enhancements not only add value for discerning visitors but also provide new revenue streams for operators, positioning destinations as leaders in luxury and customer-centric travel.
Conclusion
Some of these trends might feel like simple evolutions of what we’re already seeing and enjoying.
And that’s true. Nothing is brand new. But it doesn’t need to be.
It’s bigger, smarter, better, more interesting, jaw-dropping, and educational. It balances tech and AI to make it easy and inspiring, with real people and communities to make it special and meaningful.
But what have I missed? Tell me what else should be on the list of 2025 trends to look out for in attractions, experiences, and tours.
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