The Waikato region has been named among the top ten trending global destinations for 2025 in Expedia Group’s Unpack ‘25 report alongside Abu Dhabi, Reims and Santa Barbara.
Waikato offers travellers a range of iconic experiences, whether it’s the Hobbiton Movie Set, Hamilton Gardens, experiencing the sunset at Raglan, visiting New Zealand’s largest fenced eco-sanctuary at Sanctuary Mountain Maungatautari, visiting Zealong Tea Estate, or enjoying an incredible Waikato-grown meal.
Expedia Group’s Unpack’25 is the annual data-driven outlook for what has been motivating travellers and where they will go next year. It drew on first-party travel data, insights from 25,000 travellers, and the latest industry innovation to “unpack” the six noteworthy travel trends for 2025.
This year’s report included trends such as Detour Destinations (featuring Waikato), JOMO (Joy of Missing Out) Travel and The Phenomena-List, which saw people travel great distances to see natural phenomena in real life.
“Expedia Group continuously works to blend technology with travel, making journeys simpler and more enjoyable. The Unpack report is our opportunity to reflect on what travellers are seeking and how our partners are innovating,” said Ariane Gorin, CEO of Expedia Group.
“From this year’s trends, I’m eager to recharge and embrace JOMO Travel and visit some Detour Destinations for my next holiday.”
Hamilton and Waikato Tourism CEO Nicola Greenwell said their team has worked hard over the years to attract visitors to Waikato, knowing they have unique experiences to share.
“We are so proud to be the only New Zealand destination identified on Expedia’s global list – now that’s mighty. We’d encourage travellers to ensure their lengthy visit, allowing plenty of time to explore the many unforgettable experiences awaiting them in the mighty Waikato.”
Expedia—Detour Destinations: Next year, travellers will visit the tried-and-true tourist destinations and add detours, with the Waikato region in the top ten. In the search for the less crowded and less well-known, 63 percent of consumers said they would likely visit a Detour Destination on their next trip.
Expedia—Goods Getaways: TikTok has inspired travellers to take trips seeking craveable specialty goods. Whether it’s a viral chocolate bar from Dubai, butter from France, skincare products from Korea, or Japanese sweets, travellers are making extra space in their carry-ons for unique treasures, even creating entire trips around getting the goods.
On holiday, 39 percent of travellers visit grocery stores or supermarkets and 44 percent shop for local goods they can’t get at home. Coffee tours in Costa Rica, tea tastings in China, and matcha experiences in Japan are some of the most popular Goods Getaway experiences.
Bookabach – JOMO Travel: In 2025, travellers will embrace JOMO, the joy of missing out. JOMO Travel means doing less on holiday to escape the hustle and bustle of everyday life and staying at cosy cabins or peaceful beach houses to boost relaxation and reconnection.
Two-thirds (62 percent) of travellers said these trips reduce stress and anxiety, and nearly half said they enhance quality time with loved ones. The top holiday home amenities JOMO Travellers have sought were tranquil gardens, spa pools and decks with a view.
Bookabach—The Phenomena-List: International travellers booked private holiday homes along the path of totality to see the total solar eclipse in 2024, proving that people will travel great distances to see natural phenomena in real life.
Survey data revealed that the Northern Lights (61 percent) were the top phenomenon travellers wanted to see, followed by geological phenomena.
Eighty percent of travellers said staying in a place that offered prime viewing of these natural wonders was important.
2025 Set-Jetting Forecast: From binge-worthy streaming shows to reality TV, travellers keep turning to the screen for holiday inspiration.
Since Expedia identified Set-Jetting as a travel behaviour in 2022, the trend has continued to grow. Two-thirds of travellers said movies, streaming services, and TV shows had influenced their travel choices, a 16 percent increase from last year.
Destinations inspired by “Emily in Paris” and “White Lotus” were not the only Set-Jetting standouts, as proven by Expedia search data. Others included Dubai inspired by “The Real Housewives of Dubai,” Montana and Wyoming inspired by “Yellowstone,” New York City inspired by “And Just Like That...” and Cape Town inspired by “One Piece.”
One-Click Trips: Most consumers made daily, weekly or monthly purchases because of trusted influencer content. Though shopping on Instagram and TikTok has become the new normal for lower-ticket items like fashion and beauty, travel shopping on social media has been in its early stages.
Half of consumers said they have wanted to book a trip they saw on their social feeds but cited time and complexity as the primary barriers.
Globally, Expedia recently launched travel industry-first shoppable storefronts curated by social media creators, tastemakers and brands with more than 100 Travel Shops, and coming to New Zealand in the future.
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