Dubai chocolate bars, Korean skincare surprise travel motivations in 2025

Australian travellers are making room in their luggage for specialty goods like viral chocolate bars from Dubai and Korean face masks, according to new research.

Unpack '25, the annual data outlook from Expedia, Wotif and Stayz, found Australians taking holidays in 2025 will make detours from popular spots, prioritise relaxation and shopping and visit destinations made famous on streaming series.

The report analysed travel data and insights from 25,000 travellers across 19 countries, including 1000 Australians, to discover what's motivating them and where they will go in 2025.

Expedia Group Australia senior director Darren Karshagen said: "Next year, travellers are seeking value-driven, authentic experiences that fit their budgets while offering something meaningful."

TikTok has inspired travellers to take trips in search of specialty goods. The Unpack '25 report calls these "goods getaways" and said 27 per cent of Aussie respondents have travelled to buy an item they couldn't buy at home, with Gen Z doing this the most.

Chocolate bars from Fix Dessert Chocolatier in Dubai, loaded with filo pastry, tahini paste, lotus cheesecake (inspired by the Biscoff biscuit brand) and custard, are examples of "goods getaways" products. Other examples include Beurre Bordier Butter from France, Mintia candy from Japan and Korean face mask brands including Torriden and Abib.

Mr Karshagen said the focus on unique food experiences was "a notable and surprising trend for 2025", as travellers make room in their luggage for local delicacies they can't go home without.

Expedia data included in the report found 39 per cent of holidaymakers were visiting grocery stores or supermarkets and 44 per cent were shopping for local goods not available at home. Matcha experiences in Japan, coffee tours in Costa Rica and tea tastings in China were some of the most popular goods-related experiences booked on Expedia, the report showed.

In 2025, travellers are expected to embrace JOMO (joy of missing out), rather than FOMO (fear of missing out). Stayz data showed two-thirds of Aussies want to reduce stress and anxiety on their holiday, enhancing quality time with their loved ones.

Doing less on holiday to escape the hustle and bustle of everyday life and boost relaxation, including staying at quiet farmhouses and remote beach houses, are set to be trends. According to the report, pools, outdoor spaces, tranquil gardens and decks with a view are among the top holiday rentals amenities travellers are looking for.

Sixty per cent of Aussies have researched a location that they have seen on a TV show or movie as a holiday destination, rising from 42 per cent in 2023, according to Expedia.

Expedia calls this "set jetting" and lists Emily in Paris (Paris), The Real Housewives of Dubai (Dubai), Yellowstone (Montana and Wyoming, USA) and The Traitors (Scotland) among examples of places respondents had researched or visited after watching the TV programs.

The report found detour destinations are becoming popular, when travellers not only visit the tried and true tourist destinations, they add detours. Expedia's data showed 63 per cent of consumers are on the hunt for less crowded and less well-known spots.

Among the trending detours are Reims in France (detour from Paris), Fukuoka in Japan (detour from Tokyo), Brescia in Italy (detour from Milan), Cozumel in Mexico (detour from Cancun), Santa Barbara in California (detour from Los Angeles) and Waikoto in New Zealand (detour from Auckland).