“Ticking destinations off a list doesn’t cut it anymore. Today’s travellers demand meaningful experiences, which is why more and more of them are leaning into JOMO – the joy of missing out – swapping crowded hotspots for mindful, all-encompassing escapes.” – Antoinette Turner, GM of Flight Centre South Africa
The days of squeezing through throngs of tourists at the Eiffel Tower or jostling for a sunset photo in Santorini are over – or, at least, evolving. In 2025, more than three-quarters of travellers express concerns about overtourism, and with good reason. According to a McKinsey & Company analysis, a staggering 80% of travellers visit just 10% of the world’s top tourist attractions. This congestion waters down the experience while placing immense strain on local communities and ecosystems.
But while the backlash against overtourism is driving the rise of JOMO travel, it’s not the sole factor. A broader shift is at play – one that sees modern travellers redefining what makes a getaway truly fulfilling.
The changing psyche of the modern traveller
- The post-pandemic perspective shift: After years of lockdowns, travellers have reassessed their priorities. Rather than cramming itineraries with “must-sees,” they now value quality over quantity, savouring each moment instead of rushing to snap the next Instagram-perfect shot.
- The rise of slow travel: Jetting through five cities in seven days? That’s yesterday’s travel style. Now, long, immersive stays are in. Think a month in a Tuscan farmhouse or a slow-moving train journey through the Scottish Highlands.
- The digital detox imperative: Travel used to be about being present, but in today’s always-online world, too many getaways are reduced to backdrops for social media. Increasingly, travellers are setting aside their screens, opting for experiences that prioritise presence over performance.
“To a certain extent, people are rethinking their travel destinations – but they’re also transforming how they experience travel in general. They’re longing for a sense of reconnection, whether it’s to nature, culture, or even themselves,” says Turner.
JOMO in action: How travellers are doing it differently
- Deep-stay tourism: Planting roots instead of passing through: Rather than hopping between multiple destinations, many travellers now choose one place to explore in depth.
Where to try it:
- A month-long artist’s residency in Essaouira, Morocco
- Farm stays in New Zealand’s Central Otago wine region
- A beachfront bungalow rental in Koh Yao Noi, Thailand
- Regenerative travel: Giving back while travelling: Forget passive tourism. Pioneering JOMO travellers want their stays to actively benefit local communities. Regenerative travel lets travellers contribute meaningfully, whether staying at conservation-linked eco-lodges or engaging in sustainability-focused tours.
Where to try it:
- Stay at Grootbos Private Nature Reserve, where conservation merges with luxury
- Join a restoration project in Costa Rica’s Osa Peninsula
- Support local communities in Bhutan, which follows a high-impact, low-volume tourism model
- Silence & solitude retreats: Disconnection is the real luxury: A growing number of JOMO travellers crave peace – not just from crowds, but from the noise of modern life. Solitude is the new status symbol!
Where to try it:
- Spend a week in silent retreat at Plum Village Monastery, France
- Hike Scotland’s Outer Hebrides for uninterrupted wilderness
- Experience off-grid tranquillity in Namibia’s NamibRand Reserve, a Wilderness Quiet Park
- Skill-based journeys: Learning as the main event: Gone are the days when travel was just about seeing places. Travellers are now incorporating hands-on learning into their itineraries, such as refining culinary skills in a remote Italian village or practising traditional textile weaving in the Andes.
Where to try it:
- Take a foraging and cooking course in Scandinavia
- Learn ancient perfumery techniques in Grasse, France
- Master Berber rug weaving in Morocco
“All of these changes may seem like trends at first glance, but they’re really an updated philosophy of travel,” explains Turner. “People are looking for experiences that enrich them, that teach them something new and leave them with stories worth telling.”
Beyond “hidden gems”: Rethinking authentic travel
For years, travel ‘off the beaten path’ meant swapping Paris for Lyon or choosing Milos over Mykonos. But now that even these so-called ‘hidden gems’ have become mainstream, seasoned travellers are finding authenticity in unexpected ways – including within classic hotspots.
For instance, rather than ditching Rome altogether, why not skip the crowded trattorias and opt for a private home-cooked meals with a local? Instead of angling for a sunrise photo at Angkor Wat, explore quieter Cambodian temples like Banteay Chhmar.
Turner advises:
“Don’t worry too much about chasing obscurity – it’s often easier to focus on exclusivity within popular places. Basically, while it’s great to choose alternatives to ‘hotspot’ cities, it’s also worthwhile considering travelling during the shoulder or off-peak seasons or spending time exploring the lesser-known neighbourhoods.”
Overcoming challenges for Saffers
The Flight Centre Year in Travel 2024 report shows that South Africans’ favourite international destinations remain London and Dubai – proof that familiar spots still dominate. However, as JOMO travel gains traction globally, Saffers, known for their adaptability, are perfectly poised to embrace this more spontaneous, less predictable way of travelling.
One of the biggest barriers? Connectivity and visas. Gaining entry to many far-flung destinations often requires complex visa applications, limiting spontaneity and discouraging exploration beyond traditional hubs.
That said, things are changing. New direct flights are opening up exciting alternative destinations, making it easier for South Africans to embrace JOMO-friendly escapes. A perfect example? The recent reintroduction of SAA’s direct flights to São Paulo, which led to a 50% surge in flight bookings to Brazil in 2024.
Plus, visa-free travel is helping to widen the net for far-off hidden treasures. For example, South Africans can freely visit various regional treasures like Botswana & Namibia. There are also many other visa-free options further afield, like Macao (Asia’s most underrated cultural blend of Portuguese and Chinese influences) and Uruguay (A South American gem promising tranquil beaches and untouched countryside and often deemed the ‘safest country in Latin America’).
JOMO is an anti-overtourism movement – but it’s also a conscious, values-driven shift towards deeper, more fulfilling experiences.
The bottom line? Sometimes you have to do things differently to feel – and make – the difference! Whether you’re craving a quiet retreat in Namibia’s eerily beautiful desert, a month immersed in Kyoto’s cultural traditions, or a skill-building journey crafting your own leather sandals in Spain, the joy of missing out might just be the greatest travel experience of all.
