The 2025 Transformational Travel State of the Industry Report
Conscious Travel for You and the World!
Gain access to game-changing insights, data, and inspiration, including:
đŚ Travel Trade and Consumer Research
đĄ Market Drivers and Key Trends
đ Practical Frameworks, Techniques, Tactics, and Case Studies
đ¸ Holistic Value Creation and Economic Benefit
The Introduction
The world is changing. Itâs time for conscious evolution in travel and tourism. The TTC is using this moment as a launchpad to something completely different, a transformation economy, and encouraging a mindset, approach, and model that measures success based on more holistic, virtuous, and enduring outcomes.
No, travel is not transformational. Just by relocating yourself from one point to another doesnât transform you. Youâll have experiences, you may or may not learn something new, but until youâve applied meaning and taken action, you have not changed.
Transformation requires that we explore ourselves even as we explore the worldâand that is where weâve fallen short. Travel today too often reinforces existing boundaries, worldviews, and practices rather than stretching and illuminating them.
When we recognize that our perspective defines our experience, our participation matters, by setting intention, being mindful, reflecting, meaning-making, and embodying desired growth back home travel becomes transformational.
With this understanding, travel can join other catalysts for personal transformation and impact new lifestyle choices, from family and relationships to life events, personal health, etc. To be further explored, travel can be catalytic in a handful of areas: relationships, ecological footprint, consumer and travel choices, social purpose and philanthropic commitments, lifestyle and time management choices, and mindful, contemplative practice.
Tourism, one of the worldâs most powerful economic drivers, generating $1 out of every $10 worldwide, is experiencing an existential crisis and needs to evolve. By embracing a transformative experience strategy with regenerative thinking, weâd collectively be co-creating the fertile conditions to build healthier, more compassionate, and eco-conscious tourism.
This requires a fundamental transition from producing transactional activities to facilitating transformative experiences. To achieve this, the tourism industry must become an interconnected, self-organizing, regenerative system that positively impacts visitors, hosts, communities, and the organizations that serve it.
We suffer from a crisis of good travel. We are increasingly disassociated from the things that matter mostâeach other, our experiences, our communities, and our impact. Tourism is ripe for an enlightened disruption that advances its ability to be a force for positive change, personally and societally.
Table of Contents
1. INTRODUCTION
2. WHAT IS TRANSFORMATIONAL TRAVEL?
2.1. What is Transformation?
2.2. The Process of Transformation
2.3. What is Transformational Travel?
3. MARKET OVERVIEW
3.1. The Transformational Consumer
3.2. The Transformational Traveler
3.3. Market Drivers and Key Trends
3.4. Consumer Goals
4. TRADE AND BUSINESS OPPORTUNITIES
5. INNOVATION IN TRAVEL DESIGN AND FACILITATION
6. INTEGRATION INTO TOURISM AND SOCIETY
6.1. Foundational Framework
6.2. Integration with Regenerative Development of Communities
7. CONCLUSIĂN
8. THE AUTHORS
Jake Haupert, Co-Founder and CEO of The Transformational Travel Council
Dr. Marco Antonio Robledo (PhD, MBA, BA), Professor in the Department of Business Economics at the University of the Balearics (UIB)
Dr. Suzy Ross, Associate Professor at San Jose State University
Kurt Kutay, Ecotourism pioneer and retired President and CEO of Wildland Adventures
9. REFERENCES
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âââSignificant change is incredibly hard to accomplish on our own. Enterprises should recognize the economic opportunity offered by the transformation business, in which they partner with consumers to improve some fundamental aspect of their livesâto achieve a ânew youâ.â
â Harvard Business Review, Joe Pine, Author, âThe Experience Economyâ and TTC Advisor
Journey on!
Jake, Kurt, Suzy, Marco, Joe, Stone Mantel, and the Global TTC Communitas