The British people's desire to travel remains undiminished, and current searches for air travel show clear changes in the preferred destinations for 2025. Destinations in Asia in particular are seeing growing demand, while some European countries are losing interest. New data analyses from Reboot Online show which travel destinations are particularly popular and where interest is waning.
With 41.664 searches in January 2025, Thailand tops the list of the most popular travel destinations. Compared to the previous year, this represents an increase of 27 percent. The growing popularity of the Southeast Asian country is mainly attributed to the younger generation, who are increasingly looking for exotic and affordable holiday destinations. Particularly popular regions such as Phuket and Koh Samui are recording record numbers of tourists.
One reason for the increase could be the changing way many young people work and travel. Digital nomads and long-term travelers are increasingly using flexible working models to spend time in Southeast Asia. In addition, low living costs and a well-developed tourist infrastructure are attractive.
Australia: Popular for travel and emigration
Australia is in second place on the list with 31.582 searches in January, an increase of six percent compared to the previous year. In addition to classic holiday trips, the desire of many Britons to live and work abroad for a longer period of time plays a major role. The working holiday visa in particular is enjoying increasing popularity. The number of British applications has increased significantly in the last three years, which is reflected in the increased searches.
Japan: Record tourism and increasing interest
With a 42 percent increase in searches, Japan shows the highest growth rate among the most popular travel destinations. A total of 25.646 searches for flights to Japan were registered in January. The country already experienced a record year in 2024 with over 36 million tourists. The favorable exchange rates and the fascination with Japanese culture are contributing significantly to the increasing demand.
Although some experts warn that the boom will not last forever, Japan remains one of the most sought-after travel destinations with its vibrant metropolises, historical sites and culinary experiences.
Malta: A Mediterranean long-running favorite
Malta continues to hold its place in the top ranks of the most searched travel destinations and is in fourth place. The 17.582 searches in January show a slight decline of five percent compared to the previous year, but interest in the small island state remains consistently high. The relaxed entry regulations in particular contribute to Malta's popularity.
With a mix of historic cities, scenic coastal landscapes and a warm climate, Malta offers an attractive alternative for British holidaymakers looking for a short journey and relaxing holiday.
India: Exoticism and luxury at a low price
India ranks fifth on the list with 14.358 searches. The country attracts both backpackers and discerning travellers as it offers a variety of travel experiences at a relatively low cost. In particular, the combination of culture, beaches, temples and natural parks makes India a popular destination for British holidaymakers.
Decline in travel to Eastern Europe
While Asian travel destinations are gaining in popularity, some European countries are showing the opposite trend. Searches for flights to Liechtenstein (-43 percent), Belarus (-40 percent) and Serbia (-27 percent) are declining particularly sharply. North Macedonia and Montenegro are also recording a decline of 24 percent.
One possible reason for the declining interest in traveling to these countries could be the increasing focus on more distant destinations. The attractiveness of short trips within Europe seems to be declining somewhat compared to long-distance destinations.
Asian travel destinations dominate
The data shows a clear shift in travel trends for 2025. While countries such as Thailand, Japan and Australia are experiencing strong growth, some European destinations are losing importance. The British people's growing openness to long-distance travel and new travel habits is playing a key role in this. Whether this trend will continue in the long term or is just a snapshot remains to be seen.
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