Holiday Trends For 2026

Travel Trends For 2025

Wondering where your next getaway should be? Here are our top 10 destinations for 2025, based on where travel is on the rise and what’s shaping the year’s adventures.

10. Aruba: soft is the new slow

Soft travel is one of 2025's top trends, inspired by TikTok's #softlife movement that's racked up over 81.6 million posts. This concept is about unhurried, keep-it-simple holidays that leave space for spontaneity. Enter Aruba, a characterful Caribbean island just off the coast of Venezuela, brand new to our trends list. With its laid-back vibe, year-round sunshine and dazzling beaches, it's clearly winning over our travellers looking for island escapism at its best.

Suggested holiday: Spend time soaking up the sun at Manchebo Beach Resort & Spa, then switch things up with a UTV adventure through Arikok National Park's rugged landscapes.

Find out more about our Aruba holidays

9. Mexico: food, glorious food

Foodie travel isn’t new, but it’s still the main event for many of our travellers. A recent Hilton Hotels survey found that 60% of holidaymakers prioritise stays with great restaurants – and Mexico’s resorts deliver this in style. Their extravagant, all-inclusive havens are home to an array of à la carte eateries, meaning you can sample world flavours without setting foot outside your resort. For a change of pace, round off your trip with a few relaxed days on Isla Holbox, enjoying fresh seafood and the island’s easy-going charm.

Suggested holiday: New to our line-up, adults-only Secrets Moxché Playa del Carmen sets the bar high with 11 unique restaurants serving culinary art on a plate.

Find out more about our Mexico holidays

8. New Zealand: stargaze and step out

Astro tourism and walking holidays are big trends for 2025, fuelled by a renewed love for the great outdoors. A National Geographic report highlights the rise of ‘outdoor therapy’ as more travellers look to reconnect with nature. When it comes to looking up and lacing up, few places rival New Zealand. The Mackenzie region in particular has some of the clearest night skies on Earth and is recognised as an International Dark Sky Reserve. And by day, iconic trails like the Tongariro Crossing put New Zealand firmly on every hiker’s bucket list.

Suggested holiday: Our Landscapes of New Zealand Self-Drive takes you through exquisite scenery, with the chance to experience cosmic skies and legendary walking trails along the way.

Find out more about our New Zealand holidays

7. Greece: trips for two (or three, or four)

Our travel experts have spotted a growing trend: our travellers are mixing up who they holiday with. Mum-and-daughter getaways, best-friend escapes and grandparents taking the grandkids are rising in popularity alongside classic couples’ and family holidays. Greece fits the bill for this type of trip – the short flights make it a stress-free option for multi-generational groups and the easy-to-navigate islands mean everyone can enjoy the break at their own pace. Opt for a fly-and-flop stay at an all-inclusive resort, turn it into an island-hopping adventure or pair a beach escape with a cultural hit in Athens.

Suggested holiday: The Sporades Islands make a great duo, combining Skopelos’ serene beauty with Skiathos’ lively beaches and charming villages.

Find out more about our Greece holidays

6. Australia: find the road less travelled

A YouGov survey found that 47% of Brits prefer to go off the beaten track on holiday, and the vast size of Australia makes it easy to do just that. Its remote landscapes and wild beauty are a dream for intrepid adventurers. In Western Australia, you’ll find experiences like swimming with whale sharks at Ningaloo Reef or walking among the ancient forests of the Valley of the Giants. Elsewhere, Tasmania’s temperate rainforests and the red rock scenery of the Outback showcase Australia’s wilder side in all its glory.

Suggested holiday: Our Australia’s Ultimate Wildlife Safari is designed for wildlife and wine lovers. Meet quokkas on Rottnest Island, sample the Barossa Valley’s finest reds and rest your head at Sal Salis, an eco-glamping paradise in Cape Range National Park – as off-the-map as it gets.

Find out more about our Australia holidays

5. Malaysia: stack your adventure

Our travellers are upgrading their holidays by adding mini-adventures for a hit of something different – especially in Southeast Asia. Malaysia is a top pick, with one of our favourite add-ons being the three-day Cameron Highlands adventure, offering a tea-themed twist between a city stop in Kuala Lumpur and beach time in Langkawi or Penang. For something wilder, the three-day Borneo Rainforest Experience takes you deep into the Danum Valley, where you’ll spot creatures of all shapes and sizes from a rustic jungle lodge.

Suggested holiday: Our Highlights of Kuala Lumpur & Borneo itinerary includes an immersive rainforest stay for the chance to spot pygmy elephants, red leaf monkeys and orangutans in the wild.

Find out more about our Malaysia holidays

4. Vietnam: pack in the value

Our travellers are looking for more bang for their buck with a variety of experiences, which is why so many are choosing Vietnam. A holiday here is incredible value for money, best as a multilayered journey, snaking up or down the country from the buzzing streets of Hanoi and otherworldly Halong Bay to Hoi An’s timeless charm and the soft sand beaches of Mui Ne. This is another destination where we can include mini-adventures to level up your holiday – popular add-on tours include our Three-Day Culture of Sapa trip and our new Mekong River Cruise, where you’ll see rural Vietnamese life through a local’s eyes.

Suggested holiday: Our Best of Vietnam itinerary covers 9 nights across Hanoi, Halong Bay, Hoi An and Ho Chi Minh City, offering a mix of culture and scenic wonders.

Find out more about our Vietnam holidays

3. India: expanding minds & horizons

YouGov found that 65% of Brits want to return from holiday having learned something new – and India is the ultimate classroom. It’s a place that opens your mind, whether it’s uncovering the wisdom of Ayurvedic healing in Goa or hearing tales of life in Delhi from a charismatic local guide. Many travellers begin with a tour of the Golden Triangle, where you can cook up a spice-laden storm with a family in Jaipur and hear the love story that brought the Taj Mahal to life. And with India’s diversity of landscapes, it’s well worth extending your holiday north or south – gain insight into Tibetan culture high in the Himalayas or perfect your yoga flow on Kerala’s beaches.

Suggested holiday: Explore India’s Intriguing North from Delhi to Shimla, with the option to dive deeper into adventure with an add-on to the Maldives.

Find out more about our India holidays

2. Sri Lanka: family fun, redefined

Climbing up the charts to claim second place, Sri Lanka continues to bounce back and draws honeymooners and couples looking for romance, relaxation and cultural discoveries. But with more families swapping the typical beach break for a holiday with more substance, Sri Lanka is also our go-to recommendation for an all-ages trip packed with fun and meaningful experiences. On an independent chauffeur-guided tour, kids can learn about wildlife conservation during leopard-spotting safaris, walk in the footsteps of Sri Lanka’s ancient kings and still have time to build sandcastles under palms.

Suggested holiday: Our Sri Lanka: Safari, Adventure & Beach with Teens itinerary strikes the perfect balance between educational exploration and downtime on the East Coast’s beaches.

Find out more about our Sri Lanka holidays

Family inspiration: Where to go when in the school holidays guide.

1. Thailand: the all-rounder for 2025

Thailand holds onto its spot as our number one trending destination for 2025, and it’s easy to see why. The Land of Smiles has it all — value, adventure, wellness retreats, incredible food, and with ABTA reporting a growing demand for responsible travel, Thailand is making waves with eco-minded stays that prioritise sustainability. With so many experiences to mix and match, our travellers often return to explore different islands and hidden gems. Our new itineraries are proving a hit, like our Thailand Wellness Journey, which focuses on pampering me-time, and our Thailand Authentic itinerary which takes you to some of the country's under-the-radar pockets.

Suggested holiday: Our Thailand Positive Impact trip includes stays at eco-aware hotels and offers up-close encounters with wildlife at Elephant Hills, a pioneer in sustainable tourism.

Find out more about our Thailand holidays

Holiday Trends Data 2025

Kuoni has set the pace in premium travel for the past 55 years. Throughout that time, we’ve set out to be a leader of luxury. Each year we create our Worldwide Travel Report where we look back at the past 12 months and ahead to next year to see what’s shaping the way we travel. Find out more about the most interesting travel trends for the year ahead, what’s new in eco-tourism and the top 25 most-booked luxury destinations.

Take a look at our previous worldwide travel reports

Responsible Travel

The drive for customers wanting to travel responsibly has created incredible partnerships and initiatives. We want to keep the world beautiful for future generations to enjoy and, practising what we preach, Kuoni launched its partnership with Engage last year enabling us to promote featured hotel that have earned internationally recognised and independently verified sustainability certification. These hotels meet the strict criteria of the Global Sustainable Tourism Council (GSTC), which covers sustainable management, environmental protection, supporting local communities and promoting cultural heritage. When you stay in an engage hotel, you can rest assured that your stay is supporting positive action for our planet and worldwide communities. Find out more about what’s trending in eco-tourism.