Global demand for leisure and business travel remains steady in 2025, according to new research by ForwardKeys, which analyzes airline booking and travel data worldwide. The data reflects both the most popular destinations and those with the highest annual growth, by geographic region and travel category.
The Most Popular Destinations Worldwide
At the top of the global ranking for 2025 is London, retaining the title of the most visited destination internationally. It is followed by Tokyo, which increased its share by +2.3%, while Paris rose to third place with a +2.0% increase.
According to ForwardKeys, this pattern indicates stable and resilient demand for major global metropolitan hubs, from both leisure travelers and business travelers.
Strong Rise for Madrid and Alicante
In the ranking of destinations with the highest annual growth compared to 2024, Madrid and Alicante stand out, both recording +10% growth. Close behind is Punta Cana with +9%, confirming the strong momentum of long-haul leisure destinations.
The top five is completed by Dubai and Marrakech, with +8% growth, showing that city-break and lifestyle destinations maintain strong dynamics in the international market.
APAC: North Asia Leads the Recovery
The Asia-Pacific (APAC) region continued its upward trend in 2025, with North Asia recording impressive results. At the top is Okinawa with +36% growth, followed by Beijing (+29%), Shanghai (+27%), and Guangzhou (+26%).
These figures demonstrate the strong return of mainland China to international air travel, both in outbound and inbound tourism.
Business Travel: Shanghai and Tokyo at the Top
In the business travel sector, Shanghai emerged as the fastest-growing international business destination for 2025, with +10% annual growth. Tokyo further strengthened its position, recording a +9% increase.
Madrid maintains the largest presence among top business travel destinations, with a 2.2% share, while increasing +5% compared to 2024.
What the Data Shows for the Market
ForwardKeys research confirms that 2025 is characterized by stabilized demand at major international hubs, strong growth in selected leisure destinations, and the dynamic return of Asia to the global aviation map. At the same time, business travel continues to recover, with major cities in Asia and Europe leading the way.
