Sustainability, experiences, and food are major attractions in travel

A new report suggests that embracing sustainability, experiences, and innovation can drive long-term success and strengthen traveler connections

Tampa-based marketing agency Spark, a specialist in travel and hospitality marketing has finalized its 2025 Travel Report, which is anchored by surveys of over 20 independent agencies located in over a dozen countries (affiliated with Worldwide Partners) and 700-plus global travelers.

Key takeaways

• Sustainability is a must-have, with 42% of agencies prioritizing eco-conscious campaigns, from local cuisine to low-carbon travel.
• Food tourism is huge - 86% say culinary experiences are a top draw for travelers.
• Social media is a game-changer, with Instagram still dominating (65%) and TikTok rising fast. User-generated content (UGC) is rated highly impactful by 80%.
• AI is starting to shine, helping agencies personalize itineraries and predict what travelers want.

Get the full story at Spark