“Destinations that aren't ticking off the list won't cut it anymore. Travelers today demand meaningful experiences. So, of them, of them, the jokes – the joys they missed – they're swapping crowded hotspots for a mindful and comprehensive escape.” – Antoinette Turner, GM at South Africa's flight centre
The days of squeezing tourist hordes at the Eiffel Tower and stealing pictures of the Sunset in Santorini are over. At least it's evolved. In 2025, more than three-quarters of travelers expressed concern about the General Assembly and for good reason. According to an analysis by McKinsey & Company, 80% of tourists visit an astounding 80%, and only 10% of the world's top tourist attractions. This crowding places a great strain on the community and ecosystem, while allowing water to flow beyond experience.
However, the backlash against overtourism has driven the rise of Jomo travel, but that is not the only factor. A wider shift is playing. It's something that we see modern travelers redefine what really enriches the escape.
The changing spirit of modern travelers
Post-pandemic perspective shift: After years of lockdown, travelers have reassessed priorities. Rather than cramming your itinerary with a “must see”, now we value quality over quantity, and instead of rushing to get the best shot for your next Instagram, we enjoy each moment. The rise of slow travel: spurt five cities in 7 days? That was yesterday's travel style. I'm currently in a long, immersive stay. Think of a month at a Tuscan farmhouse or a slow train journey through the Scottish highlands. Digital Detox Essentials: Travel was once to exist, but in today's ever-on-line world, too many vacations have been reduced to the background of social media. More and more, travelers are putting their screens aside and choosing experiences that prioritize presence over performance.
“To some extent, people are rethinking travel destinations, but they are also changing how they experience travel in general. They are craving a sense of reconnection, whether it's nature, culture or themselves,” Turner says.
Jomo's behavior: how travelers do it differently
Deep Stay Tourism: Planting roots instead of passing: Rather than flying between multiple destinations, many travelers are now choosing one place to explore.
Where to try it:
Moroccan Farm, a month-long artist residence in Essauila, is staying in New Zealand's Central Otagowine region. Pioneering Jomo travelers want to stay in order to actively benefit the community. Regeneration trips allow travelers to contribute meaningfully, whether they are engaged in sustainability-focused tours, even if they stay in conservation-related eco-lodges.
Where to try it:
Stay at Grootbos Private Nature Reserve. There you will stay in a luxurious nature reserve with luxury items and participating in Costa Rica's restoration project on the OSA Peninsula. This will support the local community in Bhutan. Loneliness is a new status symbol!
Where to try it:
Spend a week at the silent retreat at Plum Village Abbey in France. Travelers are currently incorporating practical learning into their itineraries, such as refinement of culinary skills in remote villages and practicing traditional textile weaving in the Andes.
Where to try it:
Take a foraging and cooking course in Scandinavia Learn ancient perfume techniques in Grasse Master Bellbar Rug Weave in Morocco
“All of these changes may seem trendy at first glance, but they are the latest philosophy of travel,” explains Turner. “People are looking for experiences that enrich them, teach them something new and leave behind stories worth telling them.”
Beyond the “hidden gems”: Rethinking the real trip
For years, traveling the “beated road” meant trading Paris for Lyon or choosing Milos over Mykonos. But now that even these so-called “hidden gems” have become mainstream, veteran travelers are finding reliability in unexpected ways, including within classic hotspots.
For example, why skip busy trattoria and opt for local home cooking instead of throwing away Rome altogether? Instead of fishing for sunrise photos in Angkor Wat, explore quiet Cambodian temples like Bantaly Chalmer.
Turner advises:
“Don't worry too much about chasing ambiguity. It's often easier to focus on exclusiveness in popular places. Basically, choosing an alternative to a 'hotspot' city is great, but it's also worth considering time to explore shoulder and peak seasons and off-peak seasons and lesser-known areas. ”
Overcoming the challenges of Suffer
The 2024 Travel Flight Centre year shows that South Africa's favorite international destinations remain in London and Dubai. But as Jomo's travel gains global traction, Saffar, known for its adaptability, is fully poised to embrace this more spontaneous and unpredictable way of travel.
One of the biggest barriers? Connections and visas. Entering many remote destinations often requires complex visa applications, limiting spontaneity and preventing exploration beyond traditional hubs.
But things are changing. New direct flights open exciting alternative destinations, making it easier for South Africans to embrace the joke-friendly escape. A perfect example? SAA's recent reintroduction of direct flights to Sao Paulo caused a 50% rise in flight bookings to Brazil in 2024.
Plus, visa-free travel can help you expand your net for hidden treasures that are far away. South Africans, for example, are free to visit the treasures of various regions, such as Botswana and Namibia. There are also many other visa-free options, such as Macau (a cultural blend of Asia's most underrated Portuguese and Chinese influence) and Uruguay (a South American gem that promises quiet and pristine countrysides, often considered “the safest country in Latin America.”
Jomo is a feudal movement, but it is also a conscious, value-driven change to deeper, more fulfilling experiences.
Conclusion? Sometimes you have to do different things to feel and make a difference! Whether you're a quiet retreat in Namibia's spooky, beautiful desert, a month of immersed in Kyoto's cultural heritage, or a skill-building journey to create your own leather sandals in Spain, the joy you miss may be the biggest travel experience of all.
