More is More: 5 Takeaways from the 2025 Visit CA Outlook Conference

The future of travel is moving at warp speed, and if there’s one thing we learned at Visit California’s 2025 Outlook Conference, it’s that brands better keep up or risk being left behind. AI is getting smarter, luxury travel is getting less exclusive (but somehow even more high-end), and road trips are back and better than ever.

The bottom line? Travelers are demanding more. More personalization, more meaning, and more exciting experiences. 

Let’s break down what’s hot, what’s not, and what destinations need to do to stay ahead.

AI is shaking up the travel industry faster than you can say “ChatGPT” 

But here’s the kicker: it’s only as good as the people wielding it. Visit California proved that a well-thought-out AI tool built by tourism experts can outshine tech solutions, which is a big flex in the AI arms race. Before you start worrying about robots taking over trip planning, remember, humans are still in control (for now). 

The big secret is blending AI’s efficiency with real human connection. Travelers don’t care if AI is involved; they just want an experience that feels personal, not like they’re being funneled through a chatGPT assembly line.

Don’t think: Just hit the road 

Now, let’s talk about everyone’s favorite pastime: road trips. In 2024, about 64% of travelers hit the open road, proving once again that the journey really is the destination. And while some might think of road trips as the budget-friendly, snacks-in-the-backseat option, the reality is that today’s road trippers are all about finding unique, Instagrammable stops. Travelers will happily drive an extra hour for a killer photo opp or a mind-blowing meal, so if destinations aren’t positioning themselves as the perfect detour, they’re missing out.

The New Luxury Traveler

The “aspirational luxury traveler” who splurges on a five-star stay once in a while, but still appreciates a good deal, is growing in today’s market. Luxury in 2025 isn’t about flashing wealth; it’s about thoughtful design, exclusivity (without being pretentious), and immersive experiences. Forget the tired champagne-and-caviar clichés, today’s luxury is found in regenerative agriculture, private foraging tours, and sleep tourism (because apparently, a well-rested traveler is a luxury in itself). These visitors are more focused on aspirational luxury, splurging on a five-star stay while also seeking added value.

International is Back

International travelers continue to be a huge piece of the puzzle, making up 18% of California’s tourism. But here’s the twist: their habits are shifting. Many are booking trips further in advance, embracing off-peak travel, and seeking cultural connections. Plus, sustainability is a top priority, especially for European travelers who want their vacations to be as guilt-free as their organic wine. If destinations aren’t weaving sustainability into their messaging, they might as well be invisible to this audience.

Accessibility for All

Forward-thinking destinations are stepping up their game, from sensory-friendly attractions to adaptive adventure travel. Word of mouth is the real MVP here, with accessibility-focused travelers (and their families) becoming some of the most loyal, vocal advocates for brands that do it right. Destinations that don’t get on board with this shift are not only missing out on a massive market but also falling behind in the inclusive conversation.

Go big or go home

So, what’s the big takeaway? Travel marketing in 2025 is all about hyper-personalization, AI-powered engagement (that still feels human), and experiences that go above and beyond the surface. Whether it’s luxury, road trips, or international travel, one thing is clear: travelers want more. The brands and destinations that deliver on this demand with authenticity, creativity and a little bit of edge will be the ones that win you over. The road ahead is full of opportunity, so buckle up!