A big, flashy bucket list trip may be a thing of the past. As the world gets hotter, busy and more expensive, travel is moving in new, wonderfully unexpected directions.
We caught up with Antoinette Turner, GM at South Africa's flight centre, and learned more about the trend to gain momentum in 2025.
Cool Cation
After another European summer, characterized by a record-breaking heatwave (when even the Acropolis in Athens, Greece, was temporarily closed due to rising temperatures), travelers are looking for a completely medium climate.
“This trend opens doors to new destinations like Iceland, Denmark and Estonia, but it also makes for a wonder of shoulder season travel,” Turner says. “More people choose to travel to Europe in May and September, rather than in the traditional peak summer months of June, July and August. In fact, the latest data from the flight centres shows that South Africans are more open to off-peak travel than any other region.
Adventure after dark
What is another way to escape the heat? Wait for the sun to set. “Noctourism” focuses on nighttime travel experiences, including starbusting (also known as mindful star gazing), nighttime safaris, moonlight hikes, and even salt pan sleepouts in McGadikgadi in Botswana, Turner explains.
“The new Astrotourism strategy for South Africa's tourism leverages the country's dark skies and world-class observation decks. Travelers can explore the mysteries of the universe with the guides of Carnarvon's storytellers, Sutherland astronomers, and Kgalagadi Transfrontier Park.”
And with big news for South Africans traveling to Turkey, the country will expand its nighttime attraction programme, with 27 major attractions open at 9pm (and sometimes until 11pm) until October, offering visitors the opportunity to beat both the crowds and the summer heat. Highlights include classical music performances under the stars of the Ephesian ruins, as well as late-night access to Istanbul's iconic Hagia Sophia, the archaeological museum and the Galata Tower.
Multigen trip
Whether in Dubai, Mauritius or Phuket, South Africans love to travel with their families! Saffers (86%) are also more likely to include different generations in their travel plans than Kiwis (75%), Americans (75%), British (70%) and Australians (69%).
“We are still seeing a significant increase in multi-generational travel,” Turner says. “Obviously, traveling together is a great bonding experience for families scattered around the world to reconnect, and a smart way to take advantage of group discounts to maximize value.”
Pet Friendly will be premium
Today, the trip also includes a four-legged family. What began as “allowing pets” has evolved into authentic animal hospitality. Think of a 5-star hotel with luxurious amenities and services to cater to the needs of both well-behaved pets (including welcome treats, velvet pillow beds, and even pet sitters).
Two great examples are the oyster boxes at Umhlanga (they house pets in excellent garden villas) and Mount Nelson in Cape Town (there are five dedicated pet-friendly rooms on the first floor). But the Golden Rules? Always review your property's pet policy and make sure it complies with size, variety, behavior and leash requirements.
Dog-friendly glamping is also taking off for people with a more adventurous spirit. South Africans currently have four different African game sites to choose from. African Inn at Karu 1 in Hex Valley. African Inn in Stanford Hills, Stanford Hills. and African Pis Klein Karu and Oudtshooron.
Of course you still need to take your dog across the country, and as Turner explains, most airlines do not allow pets in aircraft cabins (service dogs have special distributions).
“One local exception is the lift that offers a limited number of dog-friendly numbers per flight. However, dogs may weigh no more than 7 kg. “Alternatively, FlySafair has partnered with Bidair Cargo Petlounge to provide a safe and comfortable, temperature-controlled space for your pets.”
Niche Events
The heels of the micro resort (cabins, yurts, A-frames, glamping pods, rustic retreats) are hot, with hyperlocalized micro-niche events. A good example is Wine Town (August 36th to March 3rd), Stellenbosch, ready to host the popular Stellenbosch Street Soires (kick-off at the special Woordfees Straatsoiree in October) and Garden Town (October 31st – November 9th).
“The rich cultural calendar of South Africa is a great excuse to plan several unforgettable nights. There's no better place than Stellenbosch.” “Here, culture comes alive through wine, art, music, literature, gardens and local hospitality. It's more than just a visit, it's an opportunity to soak stories, tastes, people in such extraordinary things.”
Ultimately, tourists choose to abandon the crowd for a more personal and transformative journey. From stargazing at Kalu to literary festivals and pet-friendly glamping, the top trends of 2025 prove that the most memorable adventures happen when we dare to take another trip.
