*By BRAZTOA (Associação Brasileira das Operadoras de Turismo )

WTM Latin America is always a time for connection and important provocations for the sector. This year, Braztoa brought to the event the “Braztoa’s Perspective 2025,” a content piece that reflects our active listening with members and reveals what’s trending, what deserves attention, and where emerging opportunities are in national and international tourism, with a focus on the Brazilian traveller. For those who couldn’t watch the live presentation, we share here the main highlights, reflections, and trends presented in this special panel during WTM 2025.

Top Experiences in 2025

Throughout the first quarter, we listened to our members to understand what’s trending in the construction and sale of tourism products. Below, we share the top 10 highlights that most frequently appeared in the responses, representing what is already in motion in the market:

1. Quest for Total Personalisation of Travel Experiences: Trips tailored to the specific profile and desires of each traveller, with bespoke itineraries and a high level of customization.
2. Immersive Experiences: Trips that promote deep engagement with the destination, its stories, culture, people, and environment. Immersive experiences and a deep connection with local culture are increasingly at the heart of travel choices and will be one of the hallmarks of 2025. Gastronomy remains a strong element of identity, connection, and discovery.
3. Tourism Focused on Local Gastronomy and Wine Tourism: The appreciation of regional cuisine, food traditions, and wine routes as central experiences. Gastronomy and wine tourism have been increasingly gaining space in travel choices, with tourists seeking experiences that celebrate local flavours and traditions, experiencing these through gastronomy, wines, and typical beverages.
4. Personalised Luxury Tourism: Uncomplicated luxury, as new luxury is more about exclusivity, authenticity, and ultra-personalised service than ostentation. The concept expands to include unique and exclusive experiences, authentic experiences, personalised services, and access to unrivalled experiences, whether in exclusive dinners with renowned chefs, private itineraries, exclusive activities, intimate tours in remote locations.
5. Tourism for Sporting Events: Major competitions, marathons, and tournaments as motivators of travel and the creation of unique experiences. Attracting travellers who wish to combine a passion for sports with the discovery of new destinations. Competitions, walks, and races offer not only the opportunity to explore landscapes but also to create connections with people who share the same interests.
6. Relaxation Tourism: A search for real breaks, tranquillity, and disconnection from the fast pace of daily life. The fast pace of modern life increases the search for tranquil refuges. In 2025, destinations that provide isolation, serene landscapes, and relaxing experiences will be a priority for those seeking physical and mental rest.
7. Nature and Adventure Tourism: Contact with natural environments and outdoor activities that provide challenges and contemplation. The search for trips with landscapes, trails, biodiversity, and immersion is growing. For nature and challenge lovers, these experiences provide the chance to explore stunning landscapes while encouraging personal growth and the spirit of adventure, combining adrenaline and contemplation in destinations that highlight natural beauty.
8. Wellness Tourism: Focus on mental and physical health, with experiences aimed at reconnection and balance. This includes reconnection trips (with oneself, with others, with the world), spirituality, wellness, introspection. With a focus on health, relaxation, and self-awareness, destinations offering spas, natural therapies, meditation, and mindfulness practices are gaining prominence.
9. Tourism for Experiencing Natural Phenomena: Trips in search of unique moments provided by nature, such as auroras, blooms, and eclipses. Unique and unforgettable experiences, connecting travellers with the grandeur of nature. The search for rare and impressive phenomena provides a deep immersion in the planet’s natural wonders.
10. Sustainable, Responsible, and Regenerative Tourism: Conscious choices continue to gain more space and relevance. Trips that respect the destination, contribute positively, and leave a legacy for communities and the environment. Driven by travellers who wish to explore the world consciously and positively. More than minimising impacts, the focus now is on experiences that actively contribute to environmental preservation, local community strengthening, and destination regeneration.

Emerging Opportunities: What Deserves Special Attention

In addition to consolidated trends, Braztoa’s Perspective also pointed out six emerging opportunities—paths still under development but with high potential for growth and differentiation. Although not yet among the most established highlights, some experiences and travel formats are beginning to emerge as promising. These are emerging trends gaining space on tour operators’ shelves and in travellers’ curiosity—and they can strengthen throughout 2025.

1. Tourism to Attend Music Festivals and Major Shows: Motivated by events like international tours and regional festivals, these travellers organise their holidays around music and live entertainment. Travellers wishing to combine their passion for music with the discovery of new destinations. Whether for major global events or regional cultural festivals, this experience provides immersion in the local music scene, connection with people of similar interests, and opportunities to explore the destination’s gastronomy, culture, and attractions.
2. Film and Series Tourism: Settings made famous on screen attract fans seeking immersive experiences in the fictional universes that captivated them. The desire to visit and experience iconic settings seen on screen in series and films has increasingly inspired travellers to explore new destinations or gain a new perspective on an “already known” destination.
3. Night Tourism: Exploring cities and their attractions outside conventional hours, including night tours, stargazing, cultural parties, and moonlight gastronomy.
4. Ancestral and Roots Tourism: Trips motivated by the search for identity, memory, and belonging. Many seek to reconnect with their origins or reconnect with family and cultural traditions. Exploring the history of their families, cultural traditions, and ethnic heritage. Whether through genealogy, visiting regions of their ancestors, or experiencing traditional customs, this type of experience promotes a deep identity revival and strengthens ties with cultures and territories.
5. Community-Based Tourism: Experiences that put local communities as protagonists, offering hospitality, cultural experiences, and income generation with direct impact. Community-based tourism has been consolidating as an authentic and responsible way to get to know new destinations. With experiences led by local communities, travellers have the chance to experience culture, knowledge, and traditions directly with their protagonists.
6. Tourism Combined with Courses and Learning: Trips that combine leisure and education, such as language classes, gastronomy, photography, wellness, or traditional techniques in the destinations themselves. Joining travel with new forms of learning has attracted more tourists who want to return home with more than just good memories.

Braztoa’s Perspective is more than content: it is a way to translate the present and prepare the sector for the future. For those who couldn’t attend our presentation at WTM, this blog is an invitation to reflection, inspiration, and—why not?—the practical application of these ideas in the day-to-day of tourism.

After all, remarkable experiences aren’t born by chance. They are the result of construction, connection, and strategy. And seeing trends is the first step to doing differently, doing better, and generating real impact.

If you are a destination, partner, or part of the tourism chain, we hope this perspective inspires new ideas, actions, and alliances. Because only together can we build a more diverse, sustainable, and transformative tourism.