Today’s Top Travel Trends According to Advisors – and Baja California has it all!

Photo credits: Baja California Tourism Board

Travel trends for this year and next are showing that consumers are seeking what can best be described in total as a more authentic destination experience, according to industry reports and travel advisors. These top trends include eco-friendly adventure travel, culinary travel, less crowded destinations and local/immersive experiences. 

Research recently revealed by Virtuoso shows “a notable shift from focusing on a trip to-do list to an emphasis on how one feels during travel.” Virtuoso reports that “travelers prioritize curiosity and exploration (77 percent), joy and happiness (65 percent) and awe and wonder of nature (57 percent) as the top emotional drivers for its luxury travelers.” In addition, the research shows that “travel to off-the-beaten path destinations and at off-peak times is growing in popularity, aligning with the trend toward more responsible and sustainable travel as a response to overtourism.”

Virtuoso also looked at sustainability as a motivator for travel in separate studies conducted among their travel advisors and their clients. Some 86 percent of advisors said “their clients are investing in the cultural heritage of the destinations they visit, demonstrated through their participation in exchange/learning programs with locals, support for local crafts and performing arts, and aiding the conservation efforts of historic landmarks and sites.”

Culinary travel meets local immersion

Culinary experiences are part of clients’ “cultural commitment,” according to the study. Some 68 percent of advisors report “their clients’ heightened interest in hotels and restaurants that prioritize sustainable gastronomy, actively preferring local eateries over chains as well as seeking ingredients with low environmental impact (farm-to-table).”

Culinary travel goes hand-in-hand with the trend of local/immersive experiences.

Other immersive experiences beyond culinary include visiting local artisan shops to buy handmade, unique items and engage with the artisans about their traditional craftsmanship, she says. 

Travelers are seeking “authentic dining”, according to Ignacio Maza, senior advisor for Signature Travel Network. “Food and wine are definitely priorities,” he says. In addition to them wanting to have meals at restaurants where locals dine, “there is great interest in visiting local food halls and markets,” he adds.

Eco-Adventures

The 2024 Virtuoso Luxe Report, which features results of a survey of Virtuoso’s travel agency members and their teams of travel advisors across more than 50 countries, also shows that active/adventure trips are among the current top travel trends for this year. 

Erika Richter, vice president, communications at the American Society of Travel Advisors (ASTA), says anecdotally, the group is hearing that many advisors are looking for resources to help fulfill eco-friendly adventure requests. “Travelers are becoming more mindful of how they engage with destinations and are seeking more impactful and meaningful travel experiences,” she adds. 

Karla Sing, sales director of Sibaria Tours, a Destination Management Company and Receptive Tour Operator based in Tijuana, Mexico, specializing in tours in Baja California and Southern California, says eco-friendly adventure travel is popular. “Clients are looking for experiences that allow them to explore nature while minimizing their environmental impact,” she continues. “This includes activities like hiking in protected natural reserves, kayaking in pristine coastal areas, whale watching and participating in conservation efforts. They seek to connect with nature in a way that is both adventurous and sustainable, often preferring destinations that prioritize conservation and offer educational components about local ecosystems.”

Less crowded destinations

Virtuoso’s sustainability as a motivator for travel research also states that more than 30 percent of surveyed consumers show “readiness to explore alternative, less touristed destinations, all to combat overtourism.”

According to Sing, “

are looking for more serene and intimate travel experiences that allow them to fully immerse themselves in the local culture and natural beauty of the destination.” She adds, “This trend is driven by a desire for authenticity, privacy, and the opportunity to explore places that are off-the-beaten path, where they can enjoy personalized and meaningful experiences without the distractions of large crowds.”

Mexico is among where travelers are heading for Fall 2024 and “the festive season”, according to recently revealed Virtuoso research. In addition, the American Society of Travel Advisors (ASTA) is reporting that Mexico is among its top three destinations for 2025, with 64 percent of travel advisors booking the country for clients, according to Erika Richter, vice president, Communications at ASTA. 

Baja California, in northwest Mexico, is one destination that offers many of the current top travel trends that the influx of visitors to the region may be most interested in exploring. Clients traveling in 2025 will find eco-friendly adventures, the wine capital of Mexico, Michelin star restaurants, and opportunities for local/cultural immersion and stays in less crowded destinations. 

Almost one-third (32 percent) of visitors to Baja California are “moved by the food”, according to the Baja California Tourism Board. The area produces more than 80 percent of the craft beer in Mexico and 90 percent of all wines in the country. 

The state is home to more than 150 wineries, including many in Valle de Guadalupe. Veronica Garcia, director of sales at El Cielo Resort in Valle de Guadalupe, says that you can find award-winning wines and tastes for every budget. Craft beer breweries in Baja California include Icono in Mexicali, Insurgente in Tijuana and Wendlandt in Ensenada. 

Beyond beer and wine, the area is known for its high-level gastronomy, including the Michelin Star restaurants Animalón, Damiana, and Conchas de Piedra in Valle de Guadalupe. Conchas de Piedra, as well as Lunario and Deckman’s En El Mogor in Valle de Guadalupe received a Michelin Green Star. Animalón also was awarded the Sommelier Award from Michelin. Restaurante Amores in Tecate received the Service Award from Michelin. 

When it comes to travelers immersing themselves in local culture, Karla Sing recommends: “visiting traditional ranches, participating in artisanal cheese-making in Ojos Negros, or joining indigenous communities for cultural tours in places like Tecate.” She adds: “These experiences provide a deep connection to the region’s heritage and traditions.”

Eco-friendly adventures abound in Baja California, including the Adixion Tour Baja Coast to Coast adventure hike where visitors literally walk across the approximate 69 miles of the Baja California peninsula in three days. 
The region is also known for its whale watching tours in Ensenada, where travelers can spot gray whales from December to April. For those who want to get a bit more adventurous, they can swim with whale sharks—which can be up to more than 39 feet—from June to September in Bahía de los Ángeles and Bahía San Luis Gonzaga. 

Other water sports can include kayaking in the Sea of Cortez and surfing along the Pacific coast in Ensenada, known as the “Surf Birthplace of Mexico”. 

Lesser-known destinations can have visitors enjoying the destination spa Rancho La Puerta in Tecate or camping and hiking in San Pedro Mártir.

This article originally appeared in Travel Weekly.