#TravelTrends2025

A new study has revealed stark contrasts in the cost of international travel for 2025, ranking Iceland as the most expensive country to visit, whereas Thailand continues to offer some of the best value for global tourists. The findings carry major implications for travelers from Thailand and Southeast Asia, highlighting the continued importance of currency trends and inflation in shaping vacation budgets worldwide.

According to the latest research released by The Forex Complex and shared with Travel + Leisure, Iceland outranks all other major tourism destinations in terms of cost, with the average traveler needing to spend more than $400 per day to visit the Nordic island nation. The analysis, which evaluated 19 popular countries, factored in core travel expenses like accommodations, transport, and meals, as well as local inflation rates and year-to-year shifts in currency strength against the US dollar (Travel + Leisure). For Iceland, a 5.5% inflation rate has led to noticeable jumps in the prices of hotels, food, and transit—exacerbating the financial challenges for American and other international tourists, even before considering airfare.

Experience-based tourism has taken center stage in Japan’s ongoing efforts to boost inbound travel spending, as foreign visitors are increasingly shifting their expenditure from luxury shopping to meaningful, immersive activities. According to the latest analysis reported by The Japan Times, Japan’s inbound tourism numbers soared to a record 21,518,100 in the first half of 2025, reaching the 20-million milestone in just six months—a feat unprecedented in the country’s history (Japan Times). Yet, despite this remarkable surge, the spending habits of international tourists are evolving, with a marked decline in purchases of high-end goods and a corresponding rise in demand for authentic, hands-on travel experiences.

Thailand, long regarded as a leader in Asia’s vibrant tourism scene, now stands at a crucial juncture, as highlighted by recent discussions in the global travel industry. A new analysis in Skift’s influential report, “Striking the Right Tourism Balance: Culture vs. Growth” (skift.com), raises urgent questions about the future of tourism across the Asia-Pacific region. Amid booming arrivals, staggering revenues, and aggressive destination marketing, there are growing concerns that the “authentic” Thai experience may, paradoxically, become its own undoing—risking cultural dilution and community displacement if left unchecked.

Across South-east Asia, the month of June is evolving into a vibrant celebration of wellness, with resorts rolling out innovative programmes to mark Global Wellness Day (June 14) and International Yoga Day (June 21). From Thailand’s serene beaches and atmospheric sky bars to Vietnam’s expansive coastal retreats, the region’s hospitality sector is using June to redefine traveller health, highlighting the rise of wellness tourism as a major trend in 2025 (TTG Asia).

Amid the global resurgence of travel, a new trend is captivating both visitors and Thais alike: nostalgia tourism, which sees travelers gravitating toward places, experiences, and traditions that evoke cherished memories and offer emotional comfort. Recent research and industry reports reveal that this phenomenon is not merely a passing fad but a powerful movement reshaping tourism in 2025 throughout Thailand and the Asia-Pacific region—rekindling interest in historic districts, family-run eateries, traditional festivals, and “retro” vacation spots that promise the warmth of the familiar in a rapidly changing world.