According to the report by American Express Travel, travelers are increasingly interested in exploring lesser-known destinations that offer unique experiences. A desire for authenticity, cultural immersion, and sustainability drives this trend. As such, the top trending destinations for 2025 are not your typical tourist hotspots but places that allow visitors to connect meaningfully with local cultures and environments.

Among the top picks are the Faroe Islands, known for their rugged landscapes and rich Viking history; Puglia in Italy, famous for its whitewashed hill towns and centuries-old farmland; Bhutan, renowned as the world’s only carbon-negative country; Tasmania in Australia with its pristine wilderness areas; and Namibia with its stunning desert landscapes.

The report also noted an increased interest in wellness travel. Destinations offering wellness retreats or activities related to health and wellbeing are gaining popularity. These include places like Costa Rica, known for yoga retreats, or Japan’s countryside, where one can experience traditional onsens (hot springs).

Furthermore, American Express Travel highlighted another critical trend - multigenerational travel. More families are choosing to explore together, leading to an increase in bookings at family-friendly resorts or locations that offer activities suitable for all ages.

The rise of these trends signals a significant shift in how people view travel. It's no longer just about ticking off popular tourist sites but about seeking authentic experiences, connecting with different cultures, and making sustainable choices. This shift reflects the changing values of travelers becoming more conscious about their impact on the environment and local communities.

The 2025 Trending Destinations list includes:

• BRISBANE, AUSTRALIA - Located between the Gold and Sunshine Coasts, Brisbane offers excellent museums as well as vibrant dining and nightlife.
• BRITTANY, FRANCE - Distinctive culture, coastal scenery and miles of seaside walking paths like the GR34 trail top the list of reasons to visit the Brittany region.
• FRANSCHHOEK, SOUTH AFRICA - Franschhoek, the mountain-ringed gem in the Cape Winelands region, is an ideal add-on to a safari vacation with nearly 50 wineries2, farm-to-table restaurants and hiking.
• KOH SAMUI, THAILAND - 88-square-mile Koh Samui offers a dreamy combo of lush jungle, white sand beaches, and turquoise waters, perfect for active travelers or those looking to relax. The island will be featured on a popular TV show scheduled to air next year and is sure to inspire set-jetting travelers.
• MACAU, CHINA - Though The Historic Centre of Macau enjoys UNESCO World Heritage status, and the local Cantonese-Portuguese fusion cuisine is a must-try for foodies, the supersized casinos are the reason this densely populated peninsula, known as the “Las Vegas of the East,” boasts a number of award-winning restaurants.
• MOAB, UTAH, UNITED STATES - As the gateway to Utah’s “Mighty Five” national parks, Moab is a perfect starting point to explore the American Southwest. Travelers come for world-class rafting, mountain biking, and canyon hiking - or simply to bask in the red rock scenery.
• NIKKO, JAPAN - This tucked away mountain retreat in mostly rural Tochigi prefecture blends elements of Kyoto and Mt. Fuji, with photogenic waterfalls and abundant hiking trails.
• PAROS, GREECE - Laid-back Paros has become the Greek island of choice for many with a vibrant cultural scene and rocky coastline studded with beaches, secluded coves, and sea caves.
• SÃO PAULO, BRAZIL - This multi-ethnic city is one of the great cultural destinations of South America and home to rich architectural heritage and some of the continent’s best museums, street art, and homegrown fashion.
• SUN VALLEY, IDAHO, UNITED STATES - With fewer crowds than other Western ski resorts, Sun Valley appeals to premium travelers and everyday outdoor enthusiasts alike. During the summer months travelers can enjoy trout fishing, whitewater rafting, mountain biking and more.