Top travel destinations 2025: 17 places your customers are traveling

Tourism is shifting away from conventional hotspots toward authentic destinations, driven by a desire to avoid crowds and a growing focus on eco-tourism and sustainable travel.

In 2025, we will see continued trends and exciting new developments that will affect travel decisions.

We dove into insights from sources like Skyscanner, TripAdvisor, Airbnb, and more to analyze survey data, user behavior, and forward bookings. From this research, we’ve identified this year’s top travel destinations and the reasons behind their rising popularity.

Before we dive into our 2025 top travel destinations list, here are a few key trends that will provide context for this year's list.  

The trends shaping top travel destinations in 2025

In 2025, travelers will prioritize meaningful experiences over traditional sightseeing. From global events to hidden gems, wanderers will seek unique, purposeful, and sustainable journeys. 

Here’s what’s trending:

• Event-based travel: Sports tournaments, concerts, and cultural festivals are major draws and motivators for travel.
• Sustainability matters: Travelers are more conscious of their environmental impact, opting for eco-friendly destinations.
• Off-the-beaten-path destinations: The rise of protests around mass tourism has made many travelers opt for hidden gems and authentic experiences instead of overcrowded tourist hubs.
• Off-season travel: A study by the European Travel Commission found that 73% of Europeans plan to travel between October 2024 and March 2025 — a 6% rise from the previous year.
• Wellness retreats: Travelers are looking for restorative vacations that focus on physical and mental health, such as yoga and meditation retreats and spa-based getaways in natural settings.
• Boutique and curated experiences: Travelers seek personalized and intimate travel experiences, from boutique hotels to curated tours that offer a tailored experience.
• Cold weather vacations: Escapes to cooler places in the summer and interest in activities in northern countries, like viewing the Northern Lights, are on the rise.

For travel companies, staying competitive means you have to tailor your offer to reflect these preferences.

For example, highlight sustainability, promote unique and wellness-oriented itineraries, and showcase hidden gems to capture your audience’s attention.

17 destinations your customers are keen to travel to in 2025 

Where are your customers dreaming of traveling in 2025? Here’s a look at the top travel destinations capturing their attention (in no particular order).

Source: Pixabay

1.  Osaka and Kyoto, Japan

Japan remains a top destination for travelers worldwide. Japan’s Tourism Board reported a threefold increase in travel packages since 2023. This surge is driven by Japan's broad appeal to diverse demographics, from solo adventurers to families.

The country offers an irresistible blend of deep historical roots and cutting-edge modernity, with highlights ranging from foodie hubs like Osaka to the cultural heart of Japan, Kyoto. Interest in Japan is expected to grow further, especially among Gen Z travelers.

This year, Japan will host the highly anticipated 2025 World Expo in Osaka-Kansai, an event set to attract a global audience. The Expo aligns perfectly with the growing trend of traveling for special events, making Japan an even more desirable destination. 

2. Reggio Calabria, Italy

Italy continues to captivate travelers with its food, history, pasta, and wine. It's no wonder it's still on the top travel destinations list. What is new, however, is the 541% surge in searches for destinations like Reggio in Calabria. 

As mentioned, there is a growing trend among travelers to seek out more authentic and less touristy destinations, favoring unique experiences in off-the-beaten-path locations over the usual hub cities.

Italy recently experienced the "White Lotus effect," a phenomenon that occurred after HBO's megahit show "White Lotus" put a spotlight on Sicily. The charm of this Italian island has inspired travelers to explore less-trodden paths. 

3. Koh Samui, Thailand

Again, Thailand appears on the top of the list, with tourism set to increase even more with the anticipation of the "White Lotus" season 3 filmed in Koh Samui.

Thailand’s tourism is expected to surge in 2025. Destinations such as Phuket and Chiang Mai are drawing travelers seeking a mix of cultural immersion and relaxation.

Source: Pixabay

4. Tromsø, Norway

A key 2025 travel trend is the growing popularity of cooler climates and northern destinations. Travelers seek refuge from hot European summer spots and cheaper prices.

This trend, combined with the rise of winter getaways, is making the Arctic Circle increasingly attractive. Tromsø, Norway, had an 85% surge in Airbnb interest in the past year. The search is driven by travelers seeking Northern Lights viewing and winter sports adventures.

5. Seville, Spain

Seville's Holy Week celebrations are a major attraction for event-focused travelers in 2025. This annual tradition, taking place in April, provides a warm escape and showcases the city's rich history and vibrant cultural scene, contributing to increased global interest in Seville.

6. New York, USA 

As TripAdvisor Travelers' Choice destination for 2025, New York City remains a top destination for American and international travelers alike. The city that never sleeps continues to draw travelers from around the globe.

This iconic metropolis offers a wide range of experiences. The city offers Broadway shows, Michelin-starred restaurants, world-renowned museums, and historical landmarks. 

Source: Pixabay

7. Vancouver, Canada

Active travelers in 2025 will be drawn to the versatility Vancouver offers. Its breathtaking scenery and abundance of outdoor activities perfectly align with the trend of active vacations, with 7 in 10 global travelers prioritizing this type of travel. 

Vancouver's hiking trails, water sports, winter sports,  and vibrant city life offer an ideal mix for an active getaway.

8.  Siem Reap, Cambodia

For travelers seeking a cultural immersion in Southeast Asia, Siem Reap, Cambodia, is a must-see. Home to Angkor Wat, a UNESCO World Heritage site, this destination has seen a dramatic 241% increase in Skyscanner searches.

Source: Pixabay

9. Tartu, Estonia

Estonia is gaining attention as a travel destination, thanks to Tartu being named the European Capital of Culture for 2024. 

This charming city offers a refreshing escape from the summer heat, combined with a vibrant cultural landscape. Skyscanner has recorded a 294% surge in searches for Tartu, signaling a growing interest in the region.

10. Kuala Lumpur, Malaysia

Kuala Lumpur has earned the second spot on TripAdvisor's list of top trending destinations for 2025, following closely behind Japan. The city's blend of historical sites, diverse cultural influences, and exciting culinary scene makes its growing popularity a natural progression.

11. Buenos Aires, Argentina

Buenos Aires, already a favorite among digital nomads, is gaining broader appeal as a top travel destination. Argentina caters to diverse interests, offering both vibrant city experiences and thrilling adventures. Cities like Mendoza, Córdoba, and Bariloche are also attracting attention from travelers seeking unique and sustainable experiences.

Source: Pixabay

12. Cartagena, Colombia

Colombia is attracting increasing attention from travelers seeking both vibrant city life and idyllic Caribbean escapes.

This coastal gem boasts a vibrant culture, well-preserved historic architecture, and a breathtaking Caribbean coastline. Airbnb has seen an increase in "saved" spots for travelers looking for authentic local experiences and sunny getaways.

13. Savoie, France

Faye reports that American travelers continue to favor Europe in 2025. Italy, France, and the UK remain popular choices. These countries attract many US tourists, drawn to their rich history, culture, and iconic landmarks. 

What is new to historical travel to France is the new interest in the Savoie region. This area offers stunning mountain views, like the iconic Mont Blanc, and a range of family-friendly activities. Airbnb data suggests it's climbing travelers' bucket lists, making it an ideal choice for memorable family vacations.

14. Puerto Escondido, Mexico

Beyond the well-trodden paths of Cancun and Mexico City, a new Mexican beach destination is capturing the attention of global travelers: Puerto Escondido. 

This Pacific Coast gem in Oaxaca offers authentic, crowd-free experiences, aligning with the growing "dupe" travel trend. With a notable increase in 2025 searches, particularly for group travel, Puerto Escondido presents a valuable opportunity for travel providers to offer curated packages.

Source: Pixabay

15. Cape Town, South Africa

South Africa's appeal lies in its diverse offerings, attracting a variety of travelers. The city has improved flight connections, making the country's stunning natural beauty has become even easier. 

Cape Town, known as the "Mother City," offers a unique blend of multicultural experiences and natural wonders, from pristine beaches and lush vineyards to unforgettable safaris.

16. Rwanda 

Luxury travel trends in 2025 show a growing interest in African destinations, and Rwanda emerges as a top choice among affluent American travelers. Rwanda's breathtaking landscapes and curated boutique experiences make it an appealing option for those seeking exclusive getaways.

Source: Pixabay

17. Islands of East Africa

For travelers seeking luxury and tranquility, the islands of East Africa — including Zanzibar and the Seychelles — provide idyllic escapes. Their commitment to sustainable tourism adds to their allure. These emerging island destinations are gaining popularity as travelers seek more conscious and exclusive experiences.

What do these trends mean for travel companies?

2025 travel trends present an exciting opportunity for the industry. By understanding where and why travelers are going, companies can create offers that drive interest. 

Whether it’s the allure of Japan, the charm of Italy, or the adventure of Greenland, these destinations and trends provide a roadmap to success in the evolving travel landscape.

To capitalize on these trends, travel companies should:

• Embrace sustainability: Highlight eco-friendly practices and sustainable options in packages.
• Diversify offerings: Cater to different traveler types, from solo adventurers to families.
• Focus on wellness and experiences: Offer boutique and wellness-focused tours or packages.
• Leverage major events: Create packages centered around global events and cultural festivals.
• Promote hidden gems: Showcase lesser-known destinations to appeal to those seeking unique experiences.

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