AFRICA/MIDDLE EAST – A travel report by Marriott Bonvoy reveals that 42% of travelers plan to take more holidays in 2025 compared to 2024, signaling a strong surge in tourism across Europe, Africa, and the Middle East.
The “Ticket to Travel” report, based on responses from 21,374 adults in ten countries, shows that travelers are planning an average of 5.5 holidays for 2025.
These will consist of 2.3 domestic holidays, 1.8 short-haul trips, and 1.4 long-haul vacations, pointing to a clear rise in both regional and international travel.
“The figures show a clear shift in travelers’ habits, with more people choosing to take longer vacations and explore new destinations,” said a spokesperson for Marriott International.
Several emerging trends are set to shape the travel landscape in 2025. A notable trend is Heritage Holidays, where travelers delve into their family’s history.
This trend is especially popular among younger generations, with 36% of survey respondents having already gone on such holidays, and 32% planning to do so next year.
“Young people today are eager to connect with their heritage and discover the places that shaped their families’ past,” explained the report.
Another trend, Bravecations, is gaining traction. These vacations encourage travelers to step out of their comfort zones and try activities they wouldn’t typically engage in at home.
For instance, 67% of respondents said they are more adventurous on holiday, with younger travelers particularly keen to take risks. Activities like trying new foods, climbing tall structures, and engaging with strangers are on the rise.
Sustainability and technology in travel
Sustainability is becoming an important factor in travel decisions, with 72% of those surveyed saying they now consider the environmental impact of their holidays.
Furthermore, there’s a growing preference for sustainable accommodations, with over half of travelers checking the sustainability of their stay last year.
Additionally, Artificial Intelligence (AI) is transforming the way people plan their trips. More than 40% of travelers used AI to organize their holidays in 2024, a sharp rise from 26% the year before.
Young people, especially those aged 18-34, are leading this trend, using AI for tasks like choosing destinations and accommodations.
Value-driven travel
Despite planning more holidays, travelers are increasingly mindful of getting good value for their money.
Special offers play a significant role in their decisions, with 52% saying they are more likely to commit to a trip if they receive a discount.
Additionally, many are turning to shoulder seasons to secure better deals, with 74% of travelers indicating that they prefer traveling outside peak times to save on costs.
Phil Andreopoulos, Chief Sales & Marketing Officer for Marriott International in Europe, the Middle East, and Africa, noted, “We are seeing a surge in interest for both regional and international travel in 2025.”
“People are eager to explore new experiences, whether through heritage-focused trips or more adventurous holidays. Additionally, travelers are becoming more environmentally conscious and tech-savvy when it comes to planning their trips.”
Marriott’s Expansion in the Middle East and Africa
This report coincides with Marriott International’s bold expansion in the Middle East and Africa.
The company is strengthening its position in the luxury and premium lifestyle sectors with 41 branded residential projects in the region, 12 of which are already operational.
Marriott is also eyeing new developments like the Ritz-Carlton Reserve Residence in Saudi Arabia and W Residences at Dubai Harbour.
Dana Jacobsohn, Marriott’s Chief Development Officer for Global Mixed-Use Development, commented, “The Middle East and Africa continue to drive Marriott’s growth, and our new projects reflect the strong demand for luxury living in this region.”
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