Travel is evolving beyond its traditional summer peak. A growing number of travelers are discovering the benefits of off-season journeys, especially in the first quarter of the year. This trend is reshaping the tourism industry, with destinations worldwide embracing the opportunity to offer unique experiences and better value during quieter times.
Travel advisors and tour operators are witnessing increased interest in off-season travel. According to a mid-August report by Virtuoso, a network of luxury travel advisors, more people are venturing to secondary and counter-seasonal destinations during less crowded periods. Kathryn Schutz, founder of Kathryn Theodore Travel, highlights how off-season trips provide more authentic encounters. “Service is better, locals are friendlier, and there’s an enhanced opportunity to connect with the culture,” she notes.
Remote work has also played a role in this shift. Daniela Harrison, a travel advisor with Avenues of the World Travel, observes that hybrid and remote work models allow people to travel at times previously deemed impractical. This flexibility opens doors to explore popular destinations when they’re not overrun with tourists.
Off-season travel isn’t just about escaping crowds it’s also about experiencing destinations in a more intimate way. For instance, visiting Europe during winter allows travelers to see cities like Florence, Paris, and Prague through a local lens. Gina Bang from Avanti Destinations calls it the “Europeans’ Europe,” where tourists can witness authentic cultural events like theater, opera, and concerts. Avanti has championed off-season travel with tailored itineraries under its Go365 campaign, featuring activities such as wine tasting, cooking classes, and winter sports.
London exemplifies the allure of off-season travel. VisitBritain reports a record number of U.S. visitors in the first quarter of 2024, signaling continued interest for 2025. Paul Gauger of VisitBritain emphasizes the relaxed pace of exploring Britain during its quieter months, coupled with special deals on attractions and accommodations.
Secondary Destinations Shine
As travelers seek alternatives to overcrowded hotspots, secondary destinations are gaining momentum. Costa Rica is a standout example. Known for its blend of beaches and adventure, the country has become a preferred off-season escape. According to Rafael Soto Quirós of the Costa Rican Tourism Board, the nation’s safety, natural beauty, and cultural richness attract a growing number of first-quarter visitors.
Garey Bell, a luxury travel advisor, echoes this sentiment, noting that Costa Rica appeals to those looking for both relaxation and exploration. Whether trekking through rainforests or soaking up sun on pristine beaches, the destination offers a dynamic mix for off-season adventurers.
Counter-Seasonal Adventures
For those craving warmth during colder months, counter-seasonal travel to destinations in Latin America, Asia, and the South Pacific offers an enticing alternative. Gina Bang suggests replacing a traditional Florida beach vacation with trips to Thailand, Brazil, or Belize. These locales provide sunny escapes while also immersing travelers in vibrant cultures.
Thailand, in particular, anticipates a surge in U.S. visitors during early 2025. Siripakorn Cheawsamoot of the Tourism Authority of Thailand highlights favorable weather, exciting events, and targeted promotions as key draws for travelers seeking an exotic getaway.
A Shift Toward Meaningful Travel
This growing trend signifies more than just a shift in travel timing; it reflects a broader desire for meaningful and immersive experiences. By avoiding the high season, travelers can engage more deeply with their destinations, fostering connections that go beyond surface-level tourism.
Off-season travel is transforming how people explore the world, offering a refreshing alternative to the summer rush. Whether it’s sipping wine in Florence, trekking through Costa Rica’s rainforests, or basking on a beach in Thailand, the first quarter of the year presents endless opportunities for discovery.
