Trend Hunting in Tourism: Identify the Next Big Travel Trends

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The tourism industry is constantly evolving, influenced by technological advancements, changing consumer behaviors, and global events.

Identifying emerging trends is essential for businesses, destinations, and professionals looking to stay ahead of the competition.

But where should one start searching for clues? In this article, we explore the most effective methods and tools for trend scouting in tourism.

Understanding Trend Scouting in Tourism

Trend scouting is the systematic identification of emerging patterns, behaviors, and innovations that shape the future of tourism.

It involves analyzing multiple sources, from traditional media to digital tools, to uncover shifts in traveler preferences and industry innovations.

Trend Hunting: Established vs. Advanced Methods

There are two primary approaches to trend identification:

• Established Methods: Traditional sources such as newspapers, conferences, and academic research.
• Advanced Methods: Digital tools, AI, social media, and trend-hunting platforms.

A balanced approach combining both ensures a comprehensive and reliable understanding of upcoming trends.

Established Methods for Trend Identification

1. Search Engines (e.g., Google)

Search engines are quick and powerful for finding industry insights, but their results are influenced by algorithms, SEO, and ads. While useful, they should be complemented with other sources to access exclusive and expert perspectives.

2. Newspapers (Online & Print)

Newspapers provide real-time insights into current travel trends. However, as they cater to the general public, professionals often receive trend updates later than industry insiders.

3. Magazines & Websites

• Consumer Travel Magazines (e.g., National Geographic Traveler) focus on travel experiences and destinations.
• Industry & Trade Magazines (e.g., Skift, TTG Asia) provide professional insights, trends, and strategic analysis.

4. Fairs, Conventions & Conferences

Events like ITB Berlin, WTM London, and Phocuswright Conference serve as networking hubs and innovation showcases. While attending requires resources, following post-event reports and live-streamed sessions is a great alternative.

5. Courses & Webinars

Online and in-person courses offer structured learning about tourism trends. Platforms such as UN Tourism Academy (formerly UNWTO Academy), Coursera, and edX provide accessible learning opportunities.

6. Books

Books provide deep insights but can become outdated. Supplementing them with up-to-date reports and expert opinions ensures a more dynamic understanding of the industry.

7. Academic Papers

Academic research offers in-depth data-driven insights. Platforms like Google Scholar, ResearchGate, and SSRN help access tourism-related studies from key journals (e.g., Annals of Tourism Research).

8. Reports & Research

Organizations such as UN Tourism, WTTC, and McKinsey publish industry reports that offer valuable market insights. While some require subscriptions, free executive summaries can still be useful.

Advanced Methods for Trend Hunting

9. News Search with Specific Keywords

Using the “News” tab in search engines like Google News and Bing News helps track real-time developments in tourism by searching for broad (e.g., “tourism innovation”) or niche-specific (e.g., “sustainable tourism”) keywords.

10. Trend Hunting Platforms

Platforms such as Trend Hunter, Cool Hunting, and Springwise track emerging consumer behaviors, allowing businesses to creatively adapt trends to tourism.

11. Online Tools for Trend Monitoring

A variety of digital tools help professionals track tourism trends:

• Google Trends & Keyword Planner – Analyze search trends over time.
• SEMrush & Ahrefs – Analyze search trends, keyword volumes, and competitor strategies.
• BuzzSumo & Brandwatch – Monitor trending travel topics on social media.
• TripAdvisor & Google Destination Insights – Track travel behavior and preferences.
• SurveyMonkey & Qualtrics – Gather traveler feedback through surveys.

12. Social Media Tracking

Platforms like Instagram, TikTok, YouTube, Pinterest, and X (formerly Twitter) are powerful for identifying user-generated trends. Monitoring hashtags (e.g., #ecotourism, #digitalnomad) and influencers provides real-time insights into traveler interests.

13. AI-Powered Trend Analysis

AI tools (e.g., ChatGPT, Claude, Gemini) enhance trend scouting by:

• Generating insights from reports and articles.
• Brainstorming new tourism experiences and marketing strategies.
• Analyzing digital and social media trends.
• Suggesting relevant keywords for tracking industry shifts.

Conclusion

Staying ahead in the tourism industry requires a combination of traditional research methods and digital trend-tracking tools.

By leveraging search engines, industry reports, social media, AI, and specialized platforms, professionals can gain a deeper understanding of emerging travel behaviors and innovations.

To stay updated, experiment with different tools, cross-check sources, and actively monitor industry developments.

The future of tourism is constantly evolving—make sure you’re scouting the right trends today!