- Travelers Seek Cool, Authentic, and Close-in Destinations, According to New Sojern Data
Despite the ongoing uncertainty caused by geopolitical and economic developments around the world, travel demand will hold steady in summer 2025. The latest data from Sojern, a leading digital marketing platform for the travel industry, reveals that travelers are turning to cooler climates, cultural experiences, and domestic or nearby destinations.
Noreen Henry, Chief Revenue Officer at Sojern, emphasizes that “in a world shaped by politics, climate, and changing traveler expectations, businesses that adapt quickly and communicate purposefully are the ones that will win the battle for loyalty.”
- American Audience: Closer Destinations and Wary of Abroad
American travelers, while continuing to plan vacations, are showing a slight shift in their choices. There is a 2% increase in domestic flight bookings, while bookings to international destinations are decreasing: -2% to the Caribbean, -4% to Europe and Asia, and -9% to Mexico. At the same time, major cities such as New York, Orlando, and Miami are attracting high interest, especially in view of the organization of a major international soccer tournament in the USA in June and July.
Internationally, the United Kingdom (8.8%), Mexico (7.8%), and Italy (7.2%) are recorded as the top three destinations for Americans for this summer. Of interest is the 6% increase in trips to Canada, although the drop in airfares may indicate a future weakening in demand.
- Latin America: Domestic mobility and cultural highlights
Mexico continues to be a consistently popular destination, with a 15% increase in domestic travel. The majority of international arrivals come from the US (70%), with the preferred destinations being Cancun (55%), Mexico City (16%), and Cabo San Lucas (14%).
The upward trend continues in South America. Peru sees a 7% increase in bookings, led by Machu Picchu and the dry season, while Brazil is experiencing a tourism boom. After 1.5 million arrivals in January, summer flight bookings are up 6% and hotel searches are up 17%, mainly from Latin America (+71%), the US (+12%), and Europe (+21%).
- Europe: Cool destinations, festivals, and cultural incentives boost demand
The desire for cooler destinations is growing in Europe, with a 12% increase in intra-European flights to the UK, with London absorbing 75% of arrivals. This increase is also related to the organization of major events, such as the Coldplay tour, the Oasis reunion and festivals such as Glastonbury.
The so-called “coolcation” destinations are particularly dynamic, with Estonia (+32%), Iceland (+17%) and Norway (+11%) standing out. Classic summer destinations remain popular, with Portugal (+7%), Spain (+3%) and France (+1%) seeing small increases. Portugal stands out, with hotel searches up 13% and bookings from the US up 30%.
Italy maintains its momentum, led by Rome, as part of its Jubilee Year. In Switzerland, international bookings increased by 2%, with the UEFA Women’s EURO 2025 seen as a potential catalyst.
- Middle East & Asia: Steady growth throughout the year
In the United Arab Emirates, international flight bookings increased by 4% and hotel bookings by 20%, with India, Saudi Arabia, and the UK as the main origin markets.
In Asia, Singapore saw a 5% increase in arrivals, led by China, India, and Australia, while Thailand saw a 2% increase, driven by increased demand from China, Japan, and South Korea. Japanese and South Koreans are increasingly choosing regional destinations such as Taiwan, Shanghai, and Bangkok, abandoning traditional choices such as Jeju Island.
Finally, Australia saw a 10% increase in demand, with visitors from New Zealand (+14.6%), China (+12.4%,) and the US (+9%). Urban areas such as Sydney, Brisbane, and Melbourne are the focus.
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