Five Takeaways from Latest Transformational Travel Report

The latest “Transformational Travel: State of the Industry” report by the Transformational Travel Council is out, helping destinations understand how to be better stewards of their places and communities. As an ongoing partner in this effort, DCI has compiled a recap of some of the report’s takeaways before you commit to the full report here.

The very concept of transformational travel may seem nebulous, but it’s all part of the tourism industry growing into an interconnected, self-organizing, regenerative system that positively impacts visitors, hosts, communities and the organizations that serve it. 

Yes, that’s a big commitment, but one that’s very much worth making.

This report is an excellent first step for destination marketers looking to do better and embrace this burgeoning trend—one that’s becoming a more permanent fixture in the industry than ever before.

1. Understand what transformational travel is

First and foremost, the report breaks down the concept of transformational travel. It’s not about a temporary escape for travelers. It’s about amplifying a profound change through deeper engagement and reflection. Destinations are helping travelers achieve personal growth through meaningful interactions and experiences that challenge how travelers see themselves and how they act when they go home. 

While transformational thinking isn’t, in and of itself, entirely novel, its application to the travel industry is. People have been traveling for transformational purposes for centuries, but now more than ever, the industry needs to respond to this type of travel, especially given the negative effects tourism can have on some communities around the world.

2. Know the transformational traveler

The report also lays out who transformational travelers are and what they seek. Whether they are pilgrims or mystic travelers, extreme athletes or volunteers, there are multiple profiles for the type of transformation these individuals desire.

Destinations need to know and understand the variety of transformational travelers that exist in order to market themselves appropriately. This report helps introduce destination marketers to those audiences, their goals and their expectations—and begins the conversation on how to connect with them.

3. Key into the transformational trends

Within the transformational travel movement, there are even more specific trends that are emerging as destinations embrace the concept. This updated report makes it clear what the big takeaways are for 2025, including a desire for personal growth and the rise toward wellness travel. While these microtrends often mirror larger trends, it’s important to set them into a transformational context—to understand how a weekend at a spa differs from a mindfulness retreat that teaches strategies for coping with daily stress.

By aligning their offer with current trends, destinations can better position themselves as transformational getaways in a more genuine way.

4. Embrace contributions by industry partners

Building further transformational experiences, however, is also part of a destination’s responsibility if it wants to foster transformational thinking. The report offers a look at various stakeholders and partners—from DMOs and tour guides to tour operators and wellness businesses—that can be part of this journey. 

It’s not just for leisure travel. Business travel partners in the meetings and event space can also tap into it.

Moreover, updated case studies from destinations around the world showcase transformational thinking in action. They offer inspiration to other destinations about how to best apply these ideas to their own local experiences.

5. Develop a framework for transformation

The report also answers the most fundamental question: “Where do I start?” It lays out a pathway to understanding how transformational experiences will support travelers and also be regenerative for local communities. Uncovering how a destination can respond to travelers’ needs to connect better with themselves, others, and the planet more broadly will be an important key to unlocking the power of transformational travel.

By building not just marketing practices, but actual experiences that help travelers achieve the transformation they desire, destinations can help build a better travel industry overall. The knowledge in this report is elemental to achieving that goal.

Looking to learn more about embracing transformational travel trends to help visitors and your local community alike benefit from the power of tourism? Get in touch with Karyl Leigh Barnes at karyl.barnes@aboutdci.com to learn more about this industry trend and how our agency can help you tap into it authentically.