The Rise of Bleisure: The New Normal in Post-Pandemic Travel
SCQPB As the world gradually recovers from the COVID-19 pandemic, tourism trends continue to evolve and shift. One of the most notable changes is The Rise of Bleisure, a trend that combines business with leisure travel.
The good news is that 2025 is expected to mark a significant recovery across all tourism sectors.
While previously travelers focused on tightly packed itineraries, this year’s trend is quite the opposite.
In 2024, travelers are likely to choose mindful, meaningful, and quality experiences, instead of just ticking off destinations.
This shift in behavior is driving travelers to seek new experiences, leaving behind the conventional approach to travel.
According to Angela Tanoesoedibjo, the Deputy Minister of Tourism and Creative Economy, there are four key tourism trends for 2025 expected to bring in more visitors:
The Rise of Bleisure, Wellness Experience, Deep and Meaningful Travel, and Set-Jetting.
The Rise of Bleisure: A Growing Post-Pandemic Trend
Following the pandemic, many companies in Indonesia have embraced flexible work arrangements, allowing employees to work from anywhere.
This flexibility has created opportunities for short vacations during work trips.
As a result, The Rise of Bleisure (a combination of business and leisure travel) has become one of the most popular tourism trends for 2025.
The emergence of The Rise of Bleisure travel is a great opportunity, particularly for boosting domestic tourism.
Office workers, who once spent long hours behind their desks, now have the chance to work while enjoying vacations in dream destinations such as Bali, Labuan Bajo, Likupang, Borobudur, and many others.
Tourism professionals can take advantage of this trend by offering tailored bleisure packages.
For example, creating MICE (Meetings, Incentives, Conferences, and Exhibitions)
destinations paired with leisure recommendations for business travelers is one way to adapt to The Rise of Bleisure.
Wellness Experience: Prioritizing Mental Health During Vacations
Another significant tourism trend for 2025is the rise of wellness experiences.
The increasing popularity of wellness tourism reflects a shift in traveler behavior,
as people become more aware of the importance of mental health and spiritual well-being, especially after the pandemic.
To support this shift, Indonesia’s Ministry of Tourism and Creative Economy is developing the Sanur Special Economic Zone (KEK).
This initiative aims to position Sanur as a key destination for wellness tourism in Bali, offering visitors opportunities for relaxation and mental rejuvenation.
Deep and Meaningful Travel: Creating Memorable Journeys
Deep and meaningful travel is another trend expected to attract many travelers in 2025.
The uncertainty of the pandemic led over three-quarters of travelers, according to a survey by Booking.com, to seek more quality and meaningful travel experiences.
Indonesia, renowned for its natural beauty and rich cultural heritage, is well-positioned to capitalize on this trend.
By promoting “storynomics tourism,” which connects travelers with the narratives behind various destinations,
Indonesia can offer experiences that are not only memorable but also profoundly impactful.
Set-Jetting: The Pride of Visiting Movie Sets
As many destinations in Indonesia become popular filming locations for local movies, a new tourism trend has emerged—set-jetting.
Set-jetting refers to visiting locations that have been featured in films.
Beyond enjoying the scenery, architecture, and culture, set-jetting offers a unique sense of pride for travelers who visit these iconic places.
Whether it’s a hidden beach or an ancient temple, visiting these sites allows tourists to feel connected to the movies that have captured the nation’s imagination.
Ready for the Tourism Trends of 2025?
Are you prepared to embrace The Rise of Bleisure and other exciting tourism trends predicted to shape 2025?
Whether you’re planning a business trip with a touch of leisure or looking for a deeper, more meaningful travel experience, 2025 offers a wealth of opportunities to explore.
