Where will travelers go next, and what will drive them there? Airbnb’s recently unveiled list of the 25 places to visit in 2025 offers more than a glimpse into the future of travel; it’s a roadmap for uncovering trends, understanding guest motivations, and identifying business opportunities.
Using internal data and strategic insights, Airbnb has spotlighted destinations that align with emerging traveler preferences. This list isn’t just a reflection of where people want to go—it’s also a signal of where Airbnb wants travelers to go, driven by supply availability and the platform’s priorities. Here’s what the list tells us about actionable trends for property managers looking to stay ahead in 2025.
How Airbnb Chooses Its Trending Destinations
Airbnb’s selection is grounded in several types of data, including:
- Trending searches: Destinations that saw notable increases in searches during Q1-Q3 2024 compared to the same period in 2023.
- Wishlisted cities: Popular destinations based on destinations wishlisted by users on the Airbnb platform from January to November 2024.
- Gen Z preferences: Top destinations that resonate with this increasingly influential travel demographic. Airbnb does not clarify its exact methodology, but it’s plausible that wishlisted destinations might be correlated with age groups or demographic trends to derive these insights.
- Third-party insights: Market analyses, such as Skift’s India report from September 2024.
Airbnb’s methodology also highlights the company’s strategic intent. Beyond reflecting traveler interest, these destinations align with where Airbnb has a strong supply base or is working to develop one. For short-term rental managers, this connection between supply and demand is crucial—it’s where opportunities to meet market needs emerge.
Unpacking the Trends: What Airbnb’s List Tells Us
1. Targeting High-Growth International Markets
Airbnb’s expansion strategy includes significant investments in countries with high growth potential. Destinations in Brazil, Japan, South Korea, and Germany reflect Airbnb’s ongoing efforts to diversify and reduce reliance on its core markets (US, Canada, UK, France, and Australia).
- Brazil: Destinations like Florianópolis are highlighted for solo travelers and Carnival spillover demand.
- Japan: With domestic travel comprising a substantial portion of the market, Airbnb is focusing on localizing efforts to capture both international and domestic travelers.
- South Korea: Another focus in the Asia-Pacific region where Airbnb is aiming for long-term growth.
What it means for you: If you operate in these regions, consider aligning your offerings with Airbnb’s marketing efforts and localizing your property’s appeal to international and domestic travelers.
2. Shifting Focus to Less-Crowded Alternatives
With overtourism driving stricter regulations across Europe and beyond, Airbnb is spotlighting less-crowded alternatives to iconic destinations. This aligns with a growing preference for “Detour Destinations“—off-the-beaten-path locations that still offer memorable experiences.
- Brasília, Brazil: An alternative during Rio Carnival.
- La Serena, Chile: A tranquil option for South American travelers.
- Cardiff, Wales: A historic city with unique architecture and less crowding compared to other UK destinations.
What it means for you: Highlight how your property offers a unique experience in less crowded areas while maintaining accessibility to major attractions.
3. Riding the Wave of Event-Driven Travel
While event-driven travel is not new, its importance has grown significantly as travelers plan trips around major events. In 2024, global phenomena like Taylor Swift concerts and the Olympics brought event-driven demand to the forefront, and this trend continues into 2025.
- Green Bay, Wisconsin: Hosting the 2025 NFL Draft.
- Vancouver, BC: Opening ceremony of a global adaptive sporting event.
- Mumbai, India: A Coldplay concert expected to draw significant international attention.
Cultural and historical events are also anchors for travel plans, such as Seville’s Holy Week and Baton Rouge’s family-friendly Mardi Gras.
What it means for you: Optimize your listings for event-driven keywords and implement dynamic pricing strategies during high-demand periods.
4. From Activities to Adventures: The Demand for Immersive Travel
Travelers in 2025 are increasingly seeking destinations that offer immersive experiences and adventurous activities. This trend spans family groups, couples, and solo travelers alike, with Airbnb reviving its “Experiences” offerings to meet this demand.
- Whitsundays, Queensland: Scuba diving, snorkeling, and wildlife safaris.
- Mar del Plata, Argentina: Surfing, paragliding, and museums.
- Manly, NSW: Surfing-focused getaways for all skill levels.
What it means for you: Partner with local businesses to offer unique experiences, and market your property’s proximity to outdoor and cultural activities.
5. Redefining Wellness Travel for Modern Guests
Wellness tourism is evolving, with travelers prioritizing both mental and physical health. While Airbnb spotlights destinations like Bad Staffelstein, Germany, known for its saltwater baths and hiking trails, wellness-oriented travel is no longer limited to traditional spa towns.
What it means for you: Incorporate wellness-focused amenities or promote nearby activities that cater to travelers seeking rejuvenation and relaxation. Highlight outdoor spaces, fitness facilities, or partnerships with local wellness providers.
6. Set-Jetting: Pop Culture’s Role in Shaping Travel
The influence of pop culture on travel remains undeniable, as evidenced by the ‘set-jetting’ trend. From Dubrovnik’s Game of Thrones fame to the increased interest in ever-popular Sicily after White Lotus Season 2, media continues to shape destination popularity.
Now, The White Lotus is driving interest again. Season 3 is being shot at the Four Seasons Resort Koh Samui in Thailand, but Airbnb is taking the opportunity to promote Chiang Mai, which offers flights to Koh Samui via Bangkok and serves as a gateway for travelers inspired by the show.
What it means for you: If your property is near a trending filming location, leverage the buzz by referencing its connection to popular media in your listing.
Opportunities for 2025 and Beyond
Airbnb’s destination list is more than just a collection of trending locations; it’s a reflection of evolving traveler desires. For short-term rental managers, this means:
- Tailored marketing: Align your listings with these trends to attract the right audience.
- Strategic pricing: Use dynamic pricing to maximize revenue during peak travel times.
- Partnerships: Collaborate with local businesses to enhance guest experiences.
- Focus on experiences: Beyond accommodations, offer unique activities that make your property stand out.
By understanding the motivations behind these destinations and trends, you can position your properties to meet traveler expectations and drive bookings in 2025. The travel landscape is shifting—make sure you’re ready to shift with it.
