The JOMO revolution: how modern travellers are finding bliss in missing out
A traveller enjoys an immersive experience disconnected from the world in the Namib Desert.
Image: Supplied
The allure of world-famous destinations is gradually fading as thoughtful travel frameworks gain traction among contemporary explorers.
In an era marked by the phenomenon of 'the joy of missing out', or JOMO, a significant shift in travel philosophy is emerging.
No longer do tourists clamber for the perfect selfie in front of the Eiffel Tower or jostle for prime viewing spots at Santorini's idyllic sunsets.
A revealing 2025 survey has shown that over 75% of travellers are voicing genuine concerns about overtourism, signalling a broader call for the industry to evolve.
According to an analysis by McKinsey & Company, an astonishing 80% of tourists flock to a mere 10% of the world's iconic attractions.
This staggering statistic not only illustrates the challenge of overcrowding but also suggests a detrimental impact on both travel experiences and the sustainability of local ecosystems and communities.
Travel experts, including Antoinette Turner, general manager of Flight Centre South Africa, have observed a paradigm shift in customer mindsets.
She notes that travellers now seek opportunities for deeper, more meaningful engagements rather than superficial checklists of destinations.
'Today's travellers are increasingly moving away from merely ticking destinations off a list - they crave immersive experiences that resonate on an emotional level,' says Turner.
'The rise of JOMO places emphasis on enjoying fewer activities with greater significance.'
Here are some insights on the emerging travel trend, according to the expert:
Changing travellers' mindsets
A fundamental shift in traveller psychology has emerged in the wake of prolonged lockdowns, prompting a collective reassessment of what constitutes a fulfilling getaway.
Instead of racing through packed itineraries filled with "must-sees," today's adventurers prioritise quality over quantity: taking the time to savour every moment without the pressure to capture social media stunners.
Long stays or slow travel experiences, such as residing in a Tuscan farmhouse for a month or taking a scenic train journey through the Scottish Highlands, are fast becoming the preferred method of exploration as travellers immerse themselves in local culture.
Moreover, the digital detox imperative reflects how today's journeys are evolving. In an era where experiences can easily dissolve into online content, more travellers are opting to disconnect from their devices to fully engage with their surroundings.
'People are not only reconsidering their travel destinations, but also transforming how they experience travel overall,' Turner adds. 'There's a longing for reconnection, whether it's to nature, culture, or even oneself.'
A couple with a baby crossing a river during a hike and avoiding tourists traps while enjoying the benefits of slow travel.
Image: Supplied
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