Global travel continues its steady recovery, returning to pre-COVID levels, according to the latest data from the United Nations World Tourism Organization. Airbnb’s list of the most popular destinations for 2025 highlights the latest shifts in travel trends.
Ali Killam, Airbnb‘s editorial lead, told CNBC Make It that three major trends are set to shape travel in the coming year. Like experiential travel, group vacations, and longer-distance trips.
“Travelers are increasingly drawn to destinations offering more than just sightseeing,” Killam explained. “They are seeking places with unique experiences such as festivals, concerts, and major sports events that they can’t find anywhere else.”
Rising Popularity of Offbeat and Cultural Destinations
Airbnb’s findings show a growing preference for beach locations and cities that are not typically found on the standard tourist routes. Destinations offering cultural immersion are also gaining traction. This, with travelers eager to explore new cultures and gain fresh perspectives.
Top American Destinations for 2025 to Travel
In North and South America, several places have made the list of top trending destinations:
- Puerto Escondido, Mexico
- Green Bay, Wisconsin, USA
- Charleston, South Carolina, USA
- Cartagena, Colombia
- Vancouver, British Columbia, Canada
- Mar del Plata, Argentina
- Florianópolis, Brazil
One unexpected entry is Green Bay, Wisconsin, which has become a sought-after destination due to the 2025 NFL Draft taking place there. Visitors can also enjoy local attractions like the Green Bay Packers football team, breweries, and Italian markets.
Another notable mention is Houston, Texas, which has seen growing popularity for business tourism and conferences. The city’s offerings include the Houston Astros baseball team and the Space Center Houston. And that makes it an appealing spot for sports and science enthusiasts alike.
European Destinations: Hidden Gems and Rich Culture
In Europe, travelers are turning to places like Palermo, Italy, Sevilla, Spain, and Bad Staffelstein, Germany. Bad Staffelstein stands out for its renowned wellness retreats and saltwater baths, making it a great option for those seeking relaxation away from the typical tourist scene.
The town also offers beautiful hiking trails and panoramic mountain views, providing an ideal escape for outdoor lovers looking to recharge.
Asia’s Growing Popularity
Asia remains a top choice for travelers, with Tokyo and Kyoto, Japan, standing out in particular. Kyoto is gaining attention, especially among families and Generation Z, for its rich traditional culture and cultural immersion experiences. Chiang Mai, Thailand, has seen a spike in interest, largely due to its role as a filming location for the hit series “White Lotus.”
Airbnb reports that searches for group and family travel to Chiang Mai have increased significantly, reinforcing its appeal as a top travel destination.
Australasia: The Best of Both Worlds
In Australia, Manly, a beachside suburb of Sydney, and the Whitsundays are becoming increasingly popular. Manly is especially favored for its relaxed coastal atmosphere and surfing spots, offering travelers the chance to enjoy both the urban life of Sydney and the laid-back beach environment.
These emerging destinations reflect a shift towards deeper cultural engagement and the pursuit of unique, immersive travel experiences. With more people stepping off the beaten path and seeking meaningful connections, these locations are set to be the hottest spots for 2025.
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