Today, when scrolling through social media, all we see are heavenly beaches, rainbow-colored fields, fiery deserts and the beautiful aurora borealis. The travels of others spark something in us that now, more than ever, fuels our desire to travel - and to travel far. Of course it’s easier said than done to plan a trip to the other side of the globe, but it seems today that this need has become widespread in our society: almost as if, to clear your mind completely or have a life-changing experience, you must travel thousands of miles.
A study on travel trends for 2025, published in November 2024 by the UK’s largest travel trade association, ABTA, discusses this phenomenon. According to the report, 34.2% of the 2,000 respondents plan to travel to long-haul destinations in 2025, an increase of 6.0 percentage points from last year, with Asia set to welcome the largest year-on-year rise in visitors.
Of course, preferring long-haul destinations is not a problem in itself (carbon footprint aside). In fact, the author agrees that stepping out of one’s comfort zone to venture out into the world will only make you grow and broaden your horizons.
Thus, the purpose of this article is not to point fingers or judge right from wrong. Its sole aim is to analyze this ever-expanding phenomenon, the factors behind it, and finally, its impact on locals, whether good or bad.
The relationship between distance and tourist behavior has long been a hot topic among tourism experts. In fact, many believe that there is a negative correlation between distance and tourism demand: the farther the destination, the less likely people are to visit.
Furthermore, according to the Long-Haul Travel Barometer, the share of travellers planning a long-haul trip to Europe decreased slightly in the summer of 2025, primarily due to travel costs affected by exchange rates and inflation.
So, what explains this growing trend?
With social media having become almost essential to our daily life, whether used to communicate with friends and relatives, to look up recipes, or as a source of inspiration, it has also strongly influenced travel styles. In 2024, “travel” even ranked among the most popular hashtags on Instagram. In fact, among Millennials and Gen Z, 57% reported using social media as their main source for booking future travel, surpassing official travel platforms. This highlights a growing need for travel companies to partner with social media platforms to attract more profit. Many companies even opted for influencer programs to draw in more customers, a strategy that proved quite promising, according to a 2024 study by Phocuswright, a leading travel research firm. The study surveyed 1,064 American travelers and showed that over 60% of respondents found influencers and their travel content to be the most helpful when booking travel.
That said, it’s important to note that this is much more widespread among the younger generation and varies among regions. According to one study, 75% of respondents living in the United Arab Emirates named social media as their main source of inspiration, compared with fewer than 40% in Italy. Still, the significant influence of social media in shaping social norms has transformed destinations like Vietnam and the Arctic, once labeled as remote or out of reach, into “once-in-a-lifetime” experiences.
Furthermore, the airline industry underwent a major shift after the pandemic. Once countries eased travel restrictions, interest in remote and «more experiential» destinations skyrocketed. With new aircraft technology, airlines added direct flights and routes to these places. Tour operators increased the supply of tailored packages, which ultimately helped lower psychological and financial barriers and normalize long-distance travel.
Psychological factors, such as personality traits, also play a role in this phenomenon.
According to researcher Marvin Zuckerman, people with the personality trait of “sensation seeking” are more likely to travel internationally and to “risky” regions. In times where more and more economies center on tourism, it is crucial for the travel industry to understand who is more likely to travel far.
For sensation seekers, travel is emblematic of their approach to life. They view it as an adventure where they push personal boundaries and delve in surprising challenges. Additionally, many consider travel a form of social currency or investment, allowing them to gain cultural capital and climb the social ladder. Peer groups of travel enthusiasts may also be influenced by them and develop a desire for long-haul travel, even if they lack this personality trait or the means to afford such a trip.
The tourism industry is well-known to act as a real growth engine to the global economy by contributing up to 10% of the world’s GDP and stimulating national and foreign direct investment. Behind tourism, there’s a multiplier effect known for connecting the industry to other ones like the building industry or transportation, therefore enlarging its impact on the economy. Local communities can directly benefit from tourism, as governments who see the importance of it may invest in improved infrastructure and services. Furthermore, local businesses see the demand for their services and products rise, which later on leads to an increase in income. In that way, tourism enhances the quality of life and supposedly reduces poverty.
Finally, it’s interesting to note how tourism can revamp a country’s image on the global stage and foster foreign direct investment, as it did with South Africa in the early 1990s, after the Apartheid government gave way to a democratic one. Through various campaigns to attract visitors, South Africa transformed what had once been the root of racially based conflicts into a web of diversity that defines the “rainbow nation”. This renewed image not only doubled the country’s GDP, but also created jobs and paved the way for reconciliation between communities.
Nonetheless, it is also important to address the darker sides of tourism, with the sector having prosperous years ahead, fueled by rising consumer interest and greater access to international travel opportunities.
First is overtourism. It occurs when too many visitors flock to a destination, negatively impacting the quality of life for locals and deteriorating the tourist experience.
Like Europe, Thailand, ranked as the 10th most visited country in the world, has suffered greatly from it. For example, the city of Phuket welcomes over 600,000 tourists per month, exceeding the number of locals. This puts heavy pressure on the water supply, waste management, and infrastructure. In fact, the country has had to close some of its islands to visitors due to severe pollution and sewage dumping. Furthermore, overtourism raises safety concerns. Many ferry accidents have been reported during peak seasons in Thailand, often attributed to overcrowding and poor safety measures.
Then, an important point to bring up here is the potential cultural erosion caused by excessive tourism. Beyond soil erosion and deforestation, Nepali communities have seen their traditions and religious practices, such as the Mani Rimdu festival, altered to fit tourist expectations.
Finally, an overreliance on the tourism sector can also result in inefficient policies that fail to benefit local communities. For instance, many African governments have recently become interested in luxury tourism, believing it would bring «high value» with «low impact.» However, research shows that most of the built resorts were disconnected from local life and foreign-owned, with profits concentrated in the hands of a small elite, leaving little for locals. This injustice has fueled rising tensions, which, in Tanzania, for example, have even led to deadly clashes.
There is no simple formula for addressing the challenges posed by the tourism industry. All stakeholders must be involved, while the government promotes nature- and community-based tourism that sustains both biodiversity and cultural traditions. Indigenous minorities and local communities must be engaged more than ever, while the industry moves up the value chain to ensure it remains a vibrant engine which spurs economic growth.