2025 Market Trends Report:
Travel and Diving
Prepared by Coconut Breeze Media Supported by the UCF Business Incubator
Executive Summary
This report provides a comprehensive overview of key trends shaping the travel and diving industries in 2025. Conducted by Coconut Breeze Media with support from the UCF Business Incubator, the study consolidates insights from industry professionals, market data, and consumer behavior studies. Key findings highlight the growing demand for personalized experiences, advancements in technology enabling immersive travel, and an increased focus on sustainability.
This study was conducted between November 2024 and January 2025, inclusive of the major scuba diving DEMA (Dive Equipment and Marketing Association) Show, where Coconut Breeze Media connected with numerous organizations to gain a better understanding of the state of the industry.
Background of the Study
The scuba diving and travel tourism industries are interconnected sectors experiencing notable growth and transformation. The global scuba diving market, valued at $1.95 billion in 2019, has shown resilience, rebounding to $4.11 billion in 2023 due to rising interest in adventure tourism and eco-conscious travel (IMARC Group, 2023; 360iResearch, 2023). Similarly, the travel tourism market reached $4.36 billion in 2024 and is projected to grow at an 8.34% CAGR through 2033 (IMARC Group, 2023).
Key trends shaping these industries include the growing demand for sustainability, with a 30% rise in conservation-focused trips post-2021, and technological advancements like underwater drones and virtual reality tours that enhance experiences (Scubanomics, 2023; IMARC Group, 2023). Post-pandemic shifts also highlight the prioritization of domestic travel by 55% of U.S. divers and the rising popularity of multi-activity packages, which have grown by 25% in appeal among millennials and Gen Z travelers (Scubanomics, 2023; UNWTO, 2023).
Despite challenges such as the 96% drop in air travel and a 75% decline in certifications during the pandemic, the industry has adapted by leveraging new technologies and sustainability initiatives to meet evolving consumer expectations and foster recovery.
This study was conducted between November 2024 and January 2025, inclusive of the major scuba diving DEMA (Dive Equipment and Marketing Association) Show, where Coconut Breeze Media connected with numerous organizations to gain a better understanding of the state of the industry.
Justification of the Study
With the support of The University of Central Florida—Business Incubator, Coconut Breeze Media undertook this study to collect actionable data and gain deeper insights into the trends shaping the travel and diving industries. This initiative aims to empower industry stakeholders by identifying opportunities to design innovative and competitive solutions that address market needs.
The study offers a comprehensive overview of critical trends influencing these industries in 2025, including the rising demand for personalized travel experiences, technological advancements that enable immersive and efficient travel, and the growing importance of sustainability. Coconut Breeze Media’s research, conducted between November 2024 and January 2025, incorporated significant insights gathered at the major scuba diving DEMA (Dive Equipment and Marketing Association) Show. Engaging with numerous organizations during this period provided a robust understanding of the industry’s current challenges and opportunities.
Methodology
This study utilized a mixed-methods approach to gather quantitative and qualitative data from a diverse range of industry stakeholders.
Participants
Participants included representatives from dive shops, tourism boards and hospitality providers who attended the 2024 DEMA Show. Additionally, data was collected from industry professionals and organizations through online surveys and in-depth interviews. The sample was selected to represent key sectors within the travel and diving industries, ensuring a holistic perspective.
Data Collection
Questionnaires: Surveys were distributed to gather insights on trends, challenges, and opportunities within the industry. Questions focused on topics such as:
- Current and anticipated market challenges
- The role of technology in operations and marketing
- Sustainability practices and their impact on consumer behavior
- Preferred travel destinations and activities among travelers
Interviews: Semi-structured interviews were conducted with select participants to delve deeper into strategic responses to emerging trends, particularly regarding personalization, sustainability, and technological adoption.
Secondary Data Analysis: Existing market reports, consumer behavior studies, and industry publications were reviewed to supplement primary data and provide a broader context.
This methodological framework ensured a comprehensive understanding of the evolving dynamics in the travel and diving industries, enabling the development of actionable insights and solutions.
Key Findings
Technology-Driven Innovations
Technology is revolutionizing the travel and diving industries, making experiences more accessible and engaging:
- Artificial Intelligence (AI): Streamlining booking processes, generating itineraries, and personalizing recommendations.
- Sustainable Tech: Platforms that track carbon footprints and promote eco-friendly options.
Personalized Travel Experiences
Travelers increasingly prioritize tailored itineraries that cater to their specific interests, whether they are adventure seekers, cultural enthusiasts, or luxury travelers. In 2025, this trend is driven by:
- Data-Driven Customization: Advanced CRM tools allow businesses to analyze traveler preferences and design unique packages.
- Collaborative Itineraries: Tour operators and destination management organizations (DMOs) are partnering with local businesses to offer customizable options.
Sustainability as a Core Business Value
Sustainability is no longer a "nice-to-have" but a key driver for consumer choices and business strategies:
- Eco-Friendly Practices: Dive shops and resorts are adopting practices like reef-safe sunscreen requirements and green certifications.
- Voluntourism: Travelers are increasingly seeking opportunities to contribute to conservation efforts, such as coral restoration programs.
- Marketing Focus: Highlighting sustainability initiatives to attract environmentally conscious travelers.
Challenges for Operators
While trends present opportunities, operators face challenges such as limited development bandwidth and resource constraints:
- Need for Ready-Made Solutions: Businesses with minimal resources to develop new offerings are turning to prepackaged systems and collaborative ventures.
- Competition: Smaller operators are struggling to differentiate themselves in a crowded market.
Recommendations for Industry Stakeholders
Dive Operators
Leverage AI tools to create customized dive packages.
Partner with conservation groups to offer eco-certified diving experiences.
Enhance online presence with virtual tours and real-time booking.
Tourism Boards
Invest in AI technology to market destinations globally.
Develop sustainable travel campaigns that highlight unique local initiatives.
Strengthen partnerships with adventure travel operators.
Hospitality Providers
Implement eco-friendly amenities to align with consumer preferences.
Collaborate with local tour operators for package deals.
Utilize CRM systems to enhance guest personalization.
CONclusion
The travel and diving industries in 2025 are defined by innovation, sustainability, and personalization. Businesses that embrace these trends will position themselves as leaders in a competitive market. Coconut Breeze Media, with its focus on technology and tailored solutions, is dedicated to helping stakeholders thrive in this evolving landscape.
References
IMARC Group. (2023). Global Scuba Diving Market Report. Retrieved from [https://www.imarcgroup.com/diving-tourism-market].
360iResearch. (2023). Travel and Tourism Market Analysis. Retrieved from [https://www.giiresearch.com/report/ires1575302-diving-tourism-market-by-activities-cave-diving.html].
Scubanomics. (2023). Post-Pandemic Trends in Scuba Diving. Retrieved from [https://medium.com/scubanomics/the-state-of-the-scuba-diving-industry-after-a-year-of-pandemic-54c4cd0c97d4].
UNWTO. (2023). Global Tourism Recovery Report. Retrieved from [https://www.unwto.org/news/tourism-recovery-accelerates-to-reach-65-of-pre-pandemic-levels].
This market study was prepared by Coconut Breeze Media with the invaluable support of the UCF Business Incubator, ensuring accuracy, relevance, and actionable insights for industry stakeholders. Thank you to all of the industry participants for all your collaboration.
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