The allure of world-famous destinations is gradually fading as thoughtful travel frameworks gain traction among contemporary explorers.
In an era marked by the phenomenon of “the joy of missing out”, or JOMO, a significant shift in travel philosophy is emerging.
No longer do tourists clamber for the perfect selfie in front of the Eiffel Tower or jostle for prime viewing spots at Santorini’s idyllic sunsets.
A revealing 2025 survey has shown that over 75% of travellers are voicing genuine concerns about overtourism, signalling a broader call for the industry to evolve.
According to an analysis by McKinsey & Company, an astonishing 80% of tourists flock to a mere 10% of the world’s iconic attractions.
This staggering statistic not only illustrates the challenge of overcrowding but also suggests a detrimental impact on both travel experiences and the sustainability of local ecosystems and communities.
Travel experts, including Antoinette Turner, general manager of Flight Centre South Africa, have observed a paradigm shift in customer mindsets.
She notes that travellers now seek opportunities for deeper, more meaningful engagements rather than superficial checklists of destinations.
“Today’s travellers are increasingly moving away from merely ticking destinations off a list – they crave immersive experiences that resonate on an emotional level,” says Turner.
“The rise of JOMO places emphasis on enjoying fewer activities with greater significance.”
Here are some insights on the emerging travel trend, according to the expert:
Changing travellers’ mindsets
A fundamental shift in traveller psychology has emerged in the wake of prolonged lockdowns, prompting a collective reassessment of what constitutes a fulfilling getaway.
Instead of racing through packed itineraries filled with “must-sees,” today’s adventurers prioritise quality over quantity: taking the time to savour every moment without the pressure to capture social media stunners.
Long stays or slow travel experiences, such as residing in a Tuscan farmhouse for a month or taking a scenic train journey through the Scottish Highlands, are fast becoming the preferred method of exploration as travellers immerse themselves in local culture.
Moreover, the digital detox imperative reflects how today’s journeys are evolving. In an era where experiences can easily dissolve into online content, more travellers are opting to disconnect from their devices to fully engage with their surroundings.
“People are not only reconsidering their travel destinations, but also transforming how they experience travel overall,” Turner adds. “There’s a longing for reconnection, whether it’s to nature, culture, or even oneself.”
JOMO in action: a new way of travelling
The manifestation of JOMO can be seen through various emerging travel styles:
Deep-stay tourism
Travellers are opting to explore one location thoroughly rather than bouncing from one tourist trap to another.
Regenerative travel
Today’s JOMO seekers wish to ensure their trips positively impact local communities, whether by choosing eco-lodges linked to conservation or participating in sustainability-focused tours.
Silence and solitude retreats
An increasing appetite for tranquillity has rendered solitude a luxury, with many seeking refuge from the noise of modern life.
Skill-based journeys
Travel is progressively viewed as a vehicle for learning, with hands-on experiences like culinary training in rural Italy or textile weaving in the Andes taking centre stage.
“While these may appear as trends, they fundamentally reflect a renewed travel philosophy,” Turner explains. “People are searching for enriching experiences, new knowledge, and stories that resonate.”
Beyond hidden gems: redefining authentic travel
This shift in perception also challenges the concept of ‘off-the-beaten-path’ destinations.
As traditionally hidden gems become popular, seasoned travellers are re-evaluating authenticity.
Instead of bypassing cities like Rome, for instance, visitors now seek unique local delicacies at private residences instead of congested trattorias or opt for tranquil temples like Banteay Chhmar rather than the well-trodden Angkor Wat.
“Worrying about chasing obscurity isn’t necessary; it can be far more fulfilling to seek exclusivity even within popular locations,” Turner suggests. “Consider travelling during off-peak seasons or exploring lesser-known neighbourhoods.”
As the travel industry heads towards this revitalised horizon, the move towards JOMO provides a refreshing perspective that allows travellers not just to see the world but to engage with it meaningfully.
Encouraging others to embrace the joys of fewer plans and deeper connections might be precisely what the industry needs to return to its roots of exploration and connection.
