Affected by micro-organisms and endogenous enzymes, fish are highly perishable during storage, processing and transportation. Efficient evaluation of fish freshness to ensure consumer safety and reduce raw material losses has received an increasing amount of attention. Several of the conventional freshness assessment techniques have plenty of shortcomings, such as being destructive, time-consuming and laborious. Recently, various sensors and spectroscopic techniques have shown great potential due to rapid analysis, low sample preparation and cost-effectiveness, and some methods are especially non-destructive and suitable for online or large-scale operations. Non-destructive techniques typically respond to characteristic substances produced by fish during spoilage without destroying the sample. In this review, we summarize, in detail, the principles and applications of emerging approaches for assessing fish freshness including visual indicators derived from intelligent packaging, active sensors, nuclear magnetic resonance (NMR) and optical spectroscopic techniques. Recent developments in emerging technologies have demonstrated their advantages in detecting fish freshness, but some challenges remain in popularization, optimizing sensor selectivity and sensitivity, and the development of algorithms and chemometrics in spectroscopic techniques.