American Express Travel Unveils 2025’s Top Trending Destinations

American Express Travel has just unveiled its 2025 Trending Destinations list, spotlighting next year’s top 10 must-visit destinations aimed at Millennial and Gen Z travelers.

Drawing from American Express Card Member bookings and insights from the company’s global network of Travel Consultants, the list highlights a diverse range of places from tropical islands to cultural hubs and natural wonders.

2025’s Top 10 Trending Destinations

• Brisbane, Australia: Situated between the Gold and Sunshine Coasts, Brisbane features world-class museums, vibrant nightlife and a thriving dining scene.
• Brittany, France: Known for its coastal beauty, Brittany offers a distinctive culture and miles of scenic trails that are perfect for seaside walks, such as the GR34.
• Franschhoek, South Africa: Nestled in the Cape Winelands, Franschhoek offers almost 50 wineries, farm-to-table restaurants and ample hiking opportunities, making it a great add-on to a safari adventure.
• Koh Samui, Thailand: This 88-square-mile island is a tropical paradise featuring lush jungles, white-sand beaches and crystal-clear waters, making it an ideal choice for both active travelers and those seeking relaxation. Also, Koh Samui will soon be featured in HBO’s popular series, “The White Lotus”, which will doubtless spark interest among "set-jetting" tourists.
• Macau, China: Although it’s most famous for its supersized casinos, Macau's Cantonese-Portuguese fusion cuisine, and UNESCO-recognized Historic Centre make it an intriguing destination for food lovers and culture enthusiasts alike.
• Moab, Utah: As a gateway to Utah’s “Mighty Five” national parks and an ideal jumping-off point for experiencing the American Southwest, Moab offers outdoor thrills like world-class rafting, biking and hiking against a backdrop of stunning red rock landscapes.
• Nikko, Japan: A serene mountain destination in Japan’s rural Tochigi prefecture, Nikko offers a blend of cultural treasures and natural beauty with its picturesque waterfalls and plentiful hiking trails.
• Paros, Greece: Known for its laid-back vibe, this Greek island boasts both a vibrant cultural scene and dramatic landscape elements, such as its rocky coastlines dotted with beaches, hidden coves and sea caves.
• São Paulo, Brazil: One of South America's multi-ethnic and cultural powerhouses, São Paulo is a hub of rich architectural heritage, top-tier museums, intriguing street art and a thriving fashion scene.
• Sun Valley, Idaho: Less crowded than Western America’s other ski resorts, Sun Valley is a top choice for outdoor enthusiasts seeking activities like skiing, trout fishing, whitewater rafting and mountain biking.

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