In 2025, travelers are rewriting the rules of exploration, seeking less-crowded alternatives to popular destinations—a movement amplified by platforms like TikTok. The rise of Destination Dupes proves that people crave authenticity, affordability, and richer, more immersive experiences over tourist congestion. Instead of Santorini, they’re heading to Ksamil. Instead of Venice, they’re discovering Annecy. The smartest travel brands are leaning into this trend, showcasing hidden gems that offer the same magic—without the lines. Authenticity wins every time.

The rise of Destination Dupes proves that travelers are prioritizing authenticity, affordability, and immersive experiences over overcrowded hotspots. Authenticity wins every time.

Why It Earns the Distinction:

Runner-Up: User-Generated Content (UGC) Campaigns
UGC continues to dominate travel marketing, with brands leveraging authentic traveler content to build trust and engagement. Approximately 79% of people say user-generated content has a highly effective impact on their decisions.
crowdriff.com

Runner-Up: Sustainable Travel Initiatives
There’s a growing emphasis on eco-friendly practices within the travel industry. Travelers are increasingly mindful about reducing their carbon footprint and supporting local communities. In 2025, destination marketers can expect the call for sustainable practices and eco-friendly stays to be louder than ever.
envisionitagency.com