The world of travel is very dynamic and constantly changing. Find out which cities and countries were the most popular in 2025, which destinations are expected to grow in 2026, and what trends are defining modern tourism

Tourism today is more than just trips for new experiences. Travelers are looking for a deeper meaning, comfort and the opportunity to combine relaxation with self-development in travel.

The eDreams ODIGEO travel platform has released a new report, A Year in Travel 2025, which summarized the main tourism trends of 2025 and named the most popular travel destinations. We will tell you about the leading cities of 2025, as well as the destinations that are growing in interest in 2026 in this article.

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TOP 10 most visited cities in the world in 2025

Despite globalization and the growing interest in remote destinations, European cities continued to remain the favorites of tourists in 2025. In addition, it is worth noting Spain, which became a real star this year, as four of its cities immediately entered the top ten most visited:

- Barcelona

- Paris

- Palma de Mallorca

- Madrid

- London

- Rome

- Istanbul

- Lisbon

- Amsterdam

- Malaga

Destinations that showed the greatest growth in 2025

Despite the undisputed leaders, it is worth noting that tourists in 2025 increasingly sought less traditional routes and new experiences outside Europe.

In particular, some cities in Latin America and Africa have become a real discovery for those who want to avoid crowded resorts and find something unique.

In 2025, the following locations experienced the greatest growth in popularity among tourists:

- Rio de Janeiro (+164%)

- Santiago (+102%)

- Lima (+54%)

- São Paulo (+49%)

- Johannesburg (+44%)

- Pristina (+44%)

- Cape Town (+38%)

- Mexico City (+35%)

- Sharm el-Sheikh (+30%)

- Buenos Aires (+24%)

General tourism trends in 2025

In addition, global tourism in 2025 proves that travelers are ready to explore new horizons and combine relaxation with cultural and sporting experiences. Overall, the following travel trends can be identified for the year that is ending:

- Transformational and purposeful travel

Travelers increasingly chose to travel with a specific purpose: developing skills, learning, and having a meaningful vacation with family or friends. Travel is becoming a way to invest in your own experience, not just spending time on the beach.

- Technology and artificial intelligence

Modern travelers rely on artificial intelligence to organize their trips: from planning a route to booking accommodation and transportation. AI allows you to create personalized trips, taking into account all the little things - from food preferences to sleep patterns.

- Wellness travel and longevity

Holidays are becoming healing: resorts offer mental health programs, sleep coaching, and traditional healing methods. Mental well-being is becoming a key factor in choosing a destination.

- Conscious and regenerative travel

Travelers choose accommodation and activities that support the environment and local communities. Restoration of natural environments and sustainable tourism are gaining popularity.

- Flexibility and freedom

The modern tourist appreciates the opportunity to adapt the trip to his rhythm of life: change plans, combine different suppliers and create his own itinerary.

What to expect from travel in 2026: Analysts’ predictions

Analysts predict that in 2026, interest in destinations related to culture, sports and music will grow. In particular, the top ten cities for travel include:

- Bangkok

- Paris

- Rio de Janeiro

- Barcelona

- Rome

- London

- Madrid

- Florianopolis

- Amsterdam

- Marrakech

These destinations combine traditional tourism with modern trends such as wellness and regenerative travel, as well as event-driven travel.

Sports, cultural and music events in 2026

Travel in 2026 will again be heavily influenced by major global trends and events, with sports, cultural and music tourism already driving searches and bookings.

Next year, the following list of major events that will stimulate tourism development can be distinguished:

Sports tourism

- Winter Olympics in Milan and Cortina d'Ampezzo (February 6-22) – +24% search queries.

- Six Nations Rugby Tournament – ​​+14% search queries.

- FIFA World Cup in the USA, Canada and Mexico – +14-15%.

- Asian Games in Japan and Rugby League World Cup in Australia – increased interest is expected.

Cultural events

- Snow Festival in Sapporo (Japan) – +12%.

- Carnival in Rio de Janeiro – +7%.

- Oktoberfest in Germany and Day of the Dead in Mexico – predicted growth in interest.

Music tourism

- Eurovision in Vienna – +166% search queries.

- Ariana Grande's Los Angeles tour – +6%.

- The Weeknd's world tour ends: Amsterdam +71%, Milan +155%.

Events become not only an excuse to visit a city, but also stimulate exploration of its culture and surroundings.

Tourism in 2025-2026 combines comfort, content and innovation. Europe remains the leader, but interest in Latin America, Africa and Asia is growing. Sports, cultural and musical events play a key role in stimulating travel, and technology allows you to create hyper-personalized itineraries. Today, tourists choose not just a destination - they choose an experience.

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Reminder! Lonely Planet has unveiled its Best in Travel 2026 list – the 25 best destinations of the year that inspire new discoveries. From the savannahs of Botswana to the mountains of Peru, from the Mediterranean coast of Italy to the sacred paths of Bhutan – the selection brings together countries that combine natural beauty, culture and sustainable tourism. We have already told you where to travel in 2026 to truly experience the world.

Photo – Freepik

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