Travel Kuoni

Kuoni Travel Trends

  • Overview
  • 2025 Top 20 Destinations
  • 2025 World Travel Report

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.

Where will you go in 2025? We’ve tallied up the most booked destinations (so far) to reveal next year’s hottest spots. From slow-it-down island time in the Seychelles to safari wonders in Tanzania, here’s what’s trending with our travellers.



Roundup: The Top 20


20. The UAE: winter Sun and Desert Escapes

 

The UAE is a magnet for winter sun seekers and serves as a smart stopover for journeys to further-flung destinations. While glitzy Dubai takes centre stage, the quieter emirate of Ras Al Khaimah is gaining momentum for its off-grid desert experiences and luxe beachfront resorts.

Make it your holiday: Stay under the stars at The Ritz-Carlton Ras Al Khaimah, Al Wadi Desert then retreat to the beachfront Anantara Mina Al Arab Ras Al Khaimah Resort.

Ras Al Khaimah offers a quieter, more immersive side of the UAE – it’s all about luxury with a laid-back twist.” – Tracy Martin, Senior Product Executive


19. Australia: go west

2025 is shaping up to be the year of the big adventure and travellers are setting their sights on Down Under. Fly non-stop to Perth on Qantas and explore Western Australia’s breathtaking southwest – vast beaches, towering forests and boutique wineries – before heading east to big-hitters like Sydney, Uluru and the Great Barrier Reef.

Make it your holiday: Rev up for Australia’s Classic Southwest Self-drive – expect forest hikes, dolphin-spotting and sensational sips of wine.


18. Seychelles: slow it down

As more travellers opt for unhurried, go-with-the-flow getaways, the Seychelles is setting the bar for laid-back luxury at its best. On Mahé, hike the trails of Morne Seychellois National Park and sip cocktails on the shores of Beau Vallon. Over on Silhouette Island, quiet coves set the scene for uninterrupted relaxation.

Make it your holiday: Combine Mahé’s laid-back island charm with Silhouette’s secluded beauty.



17. Tanzania: nature’s greatest show

Tanzania is our third most in-demand safari destination. Few natural events compare to the Great Wildebeest Migration, a spectacle that beckons travellers year after year. There’s more wildlife drama beyond the famed Serengeti – see huge herds of elephants roaming Tarangire’s baobab-dotted plains and track elusive black rhinos deep in the Ngorongoro Crater.

Make it your holiday: Follow the thunder of hooves on our Tanzania Great Migration safari then unwind on Zanzibar’s pearly-white beaches.


16. Italy: always in the spotlight

Europe’s ‘boot’ is a real-life Insta highlight reel, whether you’re strolling through history in the posterchild cities, basking on Sardinia’s beaches or road trippin’ through Tuscany’s cypress-lined hills. While Lake Garda and Sorrento remain traveller favourites, lesser-known locales like Ischia and the Aeolian Islands are climbing the must-visit list.

Make it your holiday: Pair a lively stay in Sorrento with soothing spa days on Ischia for a dream Italian duo.


15. USA: the road trip renaissance

Nothing beats hitting the open road, and the USA is the place to do it. Our enhanced Florida collection, including theme park, beach, city and road trip holidays, is pulling families and couples to holidays in the Sunshine State. California is steering its way to the top of must-do drives in 2025; two standout routes are our California National Parks and California’s Winelands road trips.

Make it your holiday: Treat the kids to a trip they’ll never forget with a family holiday to Orlando. There's endless family friendly entertainment and in 2025, Universal Orlando’s shiny new theme park is set to be, well, Epic!

California is a road trip jackpot – killer views, unexpected surprises around every turn and great food and drink everywhere you go. Plus, there's nowhere better to rent a convertible – the must-have road trip accessory.” – Tom Waite, Regional Product Manager


14. Greece: Europe’s number one

Greece still takes the crown as our top European destination. Upscale all-inclusive sanctuaries like Sani Dunes have become family favourites, which is why we’re expanding our line-up with even more Sani Resorts in Halkidiki. Go island-hopping in the Sporades, stand in awe of the acropolis in Athens or check into a relaxing Rhodes retreat – these are exactly the kind of trips being planned for 2025.

Make it your holiday: Start with a hit of culture in Athens then head to Santorini for caldera sunsets and clifftop dining.


13. St Lucia: beauty with a wild side

St Lucia’s appeal goes beyond its jaw-dropping Pitons and romantic resorts – though those certainly help. Those pursuing wellness can soak in volcanic mud baths or practice sunrise yoga, while chocolate lovers will love crafting their own bars at a cocoa plantation. Don't miss a trip into Sulphur Springs Park for a tour of the world’s only drive-in volcano.

Make it your holiday: Start by the beach at Secrets St.Lucia Resort & Spa, then end on a sweet note at Rabot Hotel by Hotel Chocolat.


12. Barbados: classic Caribbean cool

Barbados is catching attention this year, jumping eight spots since our 2024 review. Some come for a taste of the celeb lifestyle (hello, Sandy Lane), but that’s just one side of the story. Boutique adults-only boltholes, family-friendly resorts and home-from-home hideaways like Rockley by Ocean Hotels – ideal for independent explorers – mean there’s something for every type of traveller.

Make it your holiday: Indulge in all-inclusive luxury with a wellness twist at Waves Hotel & Spa by Elegant Hotels, where up to four complimentary spa treatments are included.


11. Kenya: from bush to beach

Kenya is where safaris began, and it’s still a trailblazer. Coming face-to-face with the Big Five in the Maasai Mara or floating over the savannah in a hot air balloon never loses its magic. More visitors are rounding off their safari with a tranquil beach stay along Kenya’s coast; Malindi and Watamu have emerged as the go-to Swahili-style hideaways for a serene post-safari getaway.

Make it your holiday: On our Kenya Beach and Bush itinerary, stay in a Maasai Mara tented camp once reserved for colonial governors then swap to the soft sands of Malindi, Kenya’s ‘Little Italy’.


10. India: offbeat exploration

Travellers are craving immersive holidays that take them out of their comfort zones, and India’s endless variety delivers every time. While first-timers flock to The Golden Triangle, return visitors are uncovering India’s lesser-known treasures like Dharamshala, home to the Dalai Lama, and Chennai, the vibrant gateway to the South.

Make it your holiday: On our Tale of Two cities and Andaman Islands, explore vibrant Kolkata and Chennai, before relaxing on the untouched shores of Havelock Island.

In India, it’s the human connections – the smiling faces, fascinating stories and heartfelt hospitality – that linger with you long after the trip ends.” – Dagmar Marrocco, Senior Regional Product Manager


9. South Africa: more bang for your buck

The pound still holds strong against the rand, making it a great time to explore South Africa to the fullest. Drive the scenic Garden Route, sip your way through the Winelands and explore cosmopolitan Cape Town, alongside the thrill of tracking wildlife in iconic safari heartlands. Our family itineraries are landing a big thumbs-up for an escape that ticks all the boxes.

Make it your holiday: On our South Africa Family Safari, kids’ can learn about Nelson Mandela’s unyielding fight for freedom and bring The Lion King to life in malaria-free Madikwe Game Reserve.


8. Malaysia: mix it up in Southeast Asia

In Southeast Asia, more travellers are adding mini adventures for a taste of something different. Malaysia is a standout destination; we offer a three-day Cameron Highlands escape, a refreshing tea-themed pause between a city break in Kuala Lumpur and downtime on Langkawi or Penang’s beaches. For a wilder edge, our Borneo Rainforest Experience takes you deep into the Danum Valley where you can encounter rare and remarkable wildlife from a rustic jungle lodge.

Make it your holiday: Our Highlights of Kuala Lumpur & Borneo itinerary includes an off-radar rainforest experience for the chance to see pygmy elephants, red leaf monkeys and orangutans in the wild.


7. Antigua: sun, sea and easy living

Rising 10 places, Antigua is landing just right for travellers wanting sun, sand and the chance to switch off. With 365 beaches – yes, one for every day of the year – the hardest decision is which one to choose. For those who venture out, there’s sailing, snorkelling and fun-filled nights on Shirley Heights.

Make it your holiday: Soak up the sun in boutique style at Keyonna Beach Resort, a peaceful Caribbean nook perched on one of the island’s best beaches.


6. Vietnam: experience everything, miss nothing

With more travellers embracing multi-stop getaways in 2025, Vietnam’s dynamic cities, soul-stirring landscapes and tranquil shores are hard to beat. Snake north to south (or vice versa), zipping around Hanoi’s buzzing streets on a Vespa, wandering the glowing streets of Hoi An and ending with time out on the soft sands of Mui Ne.

Make it your holiday: Our Best of Vietnam itinerary takes you on a 9-night journey through Hanoi, Ha Long Bay, Hoi An and Ho Chi Minh City.


5. Indonesia: unplug and play

In a world that never stops scrolling, wellness escapes are skyrocketing and Bali is clearly leading the charge. Known as Asia’s spa capital, it’s also a favourite for honeymooners looking to celebrate in style after a summer wedding. Think sunsets over tiered temples, floating breakfasts in jungle-fringed private pool villas and healing Balinese massages on tap.

Make it your holiday: Pair up a duo of private pool villas on our Seminyak and Ubud twin-centre.

Car-free and surrounded by coral reefs, the Gili Islands are a fantastic add-on to a Bali holiday, offering incredible snorkelling and a slower pace.” – Samuel Sullivan, Far East Specialist, Expert Hub


4. Sri Lanka: back on the map

Staying steady in our top 5, Sri Lanka continues to bounce back and is drawing adventurous families as well as and couples looking for wildlife safaris, beaches and cultural discoveries. On an independent chauffeur-guided tour, you’ll travel through elephant-filled national parks, misty tea plantations and ancient cities, resting your head in one-of-a-kind hotels along the way.

Make it your holiday: Our Boutique Sri Lanka suggested itinerary is designed for romance with enchanting resorts and exhilarating experiences.


3. Mauritius: easy days, happy stays

Mauritius is a tropical all-rounder and offers some of the best value in the Indian Ocean. Its pristine beaches and safe, welcoming resorts make it ideal for families ready to venture beyond Europe’s shores. For couples, it has romance and adventure in equal measure – one moment you’re sipping cocktails by the pool, the next you’re trekking to waterfalls or sampling bold Creole street food.

Make it your holiday: New to Kuoni for 2025, bijou Tropical Attitude has cosy private pool villas, Creole flavours and a ‘live like a local’ vibe.


2. Thailand: explore more for less

Thailand holds strong at number two, and it’s no surprise. The Land of Smiles has everything for an enriching, unforgettable holiday – cultural depth, wellness havens, incredible food and unbeatable value. While tailored itineraries like our wellness and positive-impact trips are a hit, classic combos never go out of style.

Make it your holiday: Bangkok and Phuket continue to reign as the powerhouse couple for city buzz and seaside bliss.


1. Maldives: the castaway island icon

Nowhere tops the Maldives for island escapism. Private overwater villas, world-class diving and beaches so flawless they could be straight out of a screensaver – it’s speaks for itself why this paradise is our number one again for 2025.

Make it your holiday: Kuramathi Maldives offers a feast for foodies, with nine à la carte options ranging from fresh seafood grills to exquisite French cuisine at the new La Belle Vie.

The Maldives isn’t just for once-in-a-lifetime trips – there are islands that offer incredible value, especially in the low season, making this bucket list destination more achievable than you might think.” – Claire Bodie, Social Media Executive

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

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