Purpose Families represent a large and growing market for the tourism industry. Family tourism is driven by the increasing importance placed on promoting family togetherness, keeping family bonds alive and creating family memories. Predictions for the future of family travel are shaped by changes in demography and social structures. With global mobility families are increasingly geographically dispersed and new family markets are emerging. The purpose here is to discuss the trends that shape our understanding of families and family tourism. Design/methodology/approach This paper examines ten trends that the authors as experts in the field identify of importance and significance for the future of family tourism. Findings What emerges is that the future of family tourism lies in capturing the increasing heterogeneity, fluidity and mobility of the family market. Originality/value The paper contributes to our understanding about the changes taking place in family tourism and what it means to the tourism industry in the future.