This guide provides an updated overview of the key travel trends and popular destinations for 2025 and 2026. As a resource for our tour operators and travel planners, this information is intended to help you craft compelling itineraries and offer valuable insights to our clients.
Remaining the Top City Destinations:
- Bangkok, Thailand, continues its reign as a premier global destination, attracting a record-high number of visitors in 2024 and maintaining strong momentum. Its dynamic growth is expected to continue.
- Paris, France: Yes, travel to this city in France remains a popular favourite and thus remains a top contender for the "best city in the world to visit." The city is seeing a consistent surge in interest, solidifying its status as a romantic as well as a must-visit destination for many travellers, of all demographics.
- London, UK: A perennial favourite for global travellers, consistently ranking high on lists for overall popularity. Its enduring appeal as a top destination over the last 25 years shows no signs of slowing down.
- Tokyo and Osaka, Japan: Both cities are experiencing significant growth in popularity. This trend is driven in part by the weaker yen, which makes Japan a more affordable destination. Osaka, in particular, is highlighted as a top "trending destination" for its renowned food scene and vibrant nightlife.
- Rome, Italy: A consistently popular choice, Rome is experiencing a major surge in interest. The upcoming Jubilee 2025 is expected to bring up to 35 million pilgrims and tourists to the city from late 2024 to early 2026, so, get to planning travel for this group of avid clients. This influx means that booking accommodations and tours well in advance is more critical than ever.
- Dubai, UAE: Maintains its position as a major global hub, offering a unique blend of modern luxury and adventure.
- Istanbul, Türkiye: A highly visited city known for its rich history and culture, it continues to be a popular choice for travellers seeking a bridge between Europe and Asia.
- Europe and Asia Dominate: Europe continues to be the most popular region for travellers, with many of its cities and countries appearing on top destination lists. Asian destinations are also seeing significant gains, with a strong presence in the most-visited and trending categories. Destinations like Vietnam are experiencing a breakout moment with a significant increase in interest.
- "Cool-vacationing" is on the Rise: As travellers seek relief from rising temperatures and crowded summer spots, there is a growing interest in destinations with cooler climates. This trend extends to off-season travel in Europe, where visitors can enjoy a more serene experience at a lower cost.
Planning Ahead of These Trends.
- Focus on Value and Authenticity: While the desire to travel remains strong, rising prices are making travellers more budget-conscious. This is leading to a growing demand for destinations that offer good value for money. Simultaneously, a key trend is the move away from "checklist tourism" and towards more authentic, culturally immersive experiences. Travellers are increasingly seeking out local cuisine, community-led tours, and longer stays to truly understand a destination.
- Rising Interest in Alternative Destinations: The desire for unique experiences and a wish to avoid over-tourism are driving travellers toward smaller, less-trodden routes. This includes destinations that offer specific, unique activities like ethical whale swims or have a focus on art and culture, such as Naoshima, Japan.
- Longer Trips for Some, Shorter for Others: While some reports indicate a trend toward longer leisure trips, particularly from countries like China, India, and Germany, others highlight a continued preference for shorter, last-minute getaways, often taking place over long weekends. This suggests a bifurcated market where both longer, immersive journeys and quick escapes are popular.
