
By Joe Legault
As 2025 approaches, destination marketers across the Northeast — including Upstate New York — must navigate a travel landscape shaped by economic caution and international uncertainty. Recession fears are prompting more selective spending, while Canadian visitation continues to wane, influenced by unfavorable exchange rates and new tariffs. For destinations that have long depended on cross-border traffic, the challenge is clear: how to attract more local and regional visitors without compromising experience or revenue.
Fortunately, travelers aren’t simply cutting back — they’re rethinking what makes a trip meaningful. Many are now favoring slower, more intentional experiences that align with the strengths of Northeast destinations. For tourism professionals — including DMOs, lodging providers, and tour operators — these five trends present opportunities to capture emerging demand and deliver value in a shifting market.
Travelers are increasingly drawn to noctourism, or nighttime experiences that offer intimacy, affordability, and a break from daytime crowds. Whether it’s stargazing hikes in the Catskills, sunset paddles on Adirondack lakes, or full-moon yoga under the stars, these low-light adventures deliver a sense of wonder. Destinations can capitalize on this interest by packaging meteor shower viewings, lunar eclipse events, and guided night outings, while promoting lodging that highlights dark-sky settings and peaceful environments.
“Calmcations” — trips centered on peace, quiet, and digital disconnection — are gaining traction among travelers burned out by screen time and sensory overload. The Northeast’s wooded retreats, lakeside cottages, and cabin rentals make it a natural destination for this trend. Forest bathing in the Adirondacks or unplugged weekends in the Berkshires appeal to visitors seeking low-cost mental resets. To meet this demand, businesses should market screen-free amenities, bundle wellness offerings like yoga or spa services with overnight stays, and highlight locations where serenity is the main attraction.