Horizons 2024-2025
EMEA Travel Trends
The most popular and top trending destinations for travellers from EMEA
Top destinations for EMEA travellers
European destinations dominate the top 10
European travellers are choosing to explore their own backyards. Eight of the top 10 destinations are in Europe, with only Bangkok outside at number nine. Search volumes for Barcelona, Palma and Madrid confirm Spain’s continued popularity with other Europeans, while Italy features two cities in Rome and Milan.
Topping the list of the most popular destinations is our ‘Everywhere’ feature, which helps inspire travellers coming to Skyscanner who don’t have a destination or date in mind.
Average trip lengths are short, between four and five days, indicating the prevalence of city breaks across the region. As a long-haul destination, the average trip length to Bangkok is just under two weeks. Across all destinations, trip lengths are flat or down a little from 2024.
Average flight booking lead times are in the shorter term, around 50-55 days, while the average lead time to Bangkok has increased to over 100 days as people plan further ahead than last year.
Morocco’s Beni Mellal is the fastest trending destination with a massive 2,422% increase in searches over the past 12 months
Trending destinations for EMEA travellers
People are searching for quieter, undiscovered gems
These are the fastest trending destinations over the past 12 months, experiencing the largest YoY search growth compared to the same period in 2023.
A mix of short- and long-haul destinations show that EMEA travellers are seeking a mix of beach, nature and culture experiences. Morocco’s Beni Mellal has claimed the number one spot after a massive 2,422% increase in searches, becoming a rapidly growing tourist destination that's already benefitting from a recently reopened international airport.
Bhuj, in western India, stands out as its average length of trip is almost seven days longer than last year. Mopa, in India’s southwestern state of Goa, and Cambodia’s gateway to the temples of Angkor, Siem Reap, have increased by two days each – both enjoying more visitors due to new airports and easier connectivity.
As we’d expect, long-haul destinations across Asia, the Caribbean and Mexico have longer booking lead times – on average between 86 and 118 days. Closer destinations across Europe have shorter lead times averaging between 38 and 68 days.
All destinations have seen a YoY search volume growth between 7-853%.
"With travellers prioritising shorter trips to explore iconic cities alongside undiscovered gems within EMEA, cost clearly remains a key factor in decision-making. Despite this, it’s clear that travellers are also seeking authentic experiences and are increasingly inspired by content consumed on social media.
"Destinations should therefore highlight the diversity of experiences they can offer, from cultural city breaks to off-the-beaten-path adventures, while investing in engaging and authentic storytelling which speaks to audiences in a relevant, convincing and impactful way."
Nick Hall,
Founder & CEO, Digital Tourism Think Tank
Spotlight on
UK and Saudi Arabia
Top trending destinations for UK travellers:
Reggio, Calabria, Italy
Tartu, Estonia
Siem Reap, Cambodia
Top trending destinations for Saudi travellers:
Rize, Turkiye
Gan, Maldives
Krakow, Poland
Explore the report
2025 Spending Trends
Discover how people’s 2025 travel plans compare with 2024, including how much they’re planning to get away and their budgets for flights, accommodation and car rental.
2025 Planning Trends
See which factors are impacting destination choice, where travellers are getting trip inspiration, their use of AI and their attitudes towards over-tourism and impact.
AMER Travel Trends
Find out the most popular destinations and the fastest trending destinations for 2025 as searched for by travellers from across the Americas.
APAC Travel Trends
Find out the most popular destinations and the fastest trending destinations for 2025 as searched for by travellers from across the Asia-Pacific.
Explore the report
2025 Collective Experiences
Travel behaviour is increasingly being driven by the search for collective experiences. See which ones we've identified for 2025.
2025 Collective Experiences
Travel behaviour is increasingly being driven by the search for collective experiences. See which ones we've identified for 2025.
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Praesent adipiscing. Fusce egestas elit eget lorem. Vivamus elementum semper nisi. Suspendisse eu ligula. Donec id justo.
Vestibulum suscipit nulla quis orci. Nullam quis ante. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Fusce risus nisl, viverra et, tempor et, pretium in, sapien. Curabitur suscipit suscipit tellus.
2025 Spending Trends
Discover how people’s 2025 travel plans compare with 2024, including how much they’re planning to get away and their budgets for flights, accommodation and car rental.
2025 Spending Trends
Discover how people’s 2025 travel plans compare with 2024, including how much they’re planning to get away and their budgets for flights, accommodation and car rental.
Nunc sed turpis. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Mauris turpis nunc, blandit et, volutpat molestie, porta ut, ligula. Vivamus in erat ut urna cursus vestibulum..
Praesent adipiscing. Fusce egestas elit eget lorem. Vivamus elementum semper nisi. Suspendisse eu ligula. Donec id justo.
Vestibulum suscipit nulla quis orci. Nullam quis ante. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Fusce risus nisl, viverra et, tempor et, pretium in, sapien. Curabitur suscipit suscipit tellus.
2025 Planning Trends
See which factors are impacting destination choice, where travellers are getting their trip inspiration and attitudes towards over-tourism and impact.
2025 Planning Trends
See which factors are impacting destination choice, where travellers are getting their trip inspiration and attitudes towards over-tourism and impact.
Nunc sed turpis. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Mauris turpis nunc, blandit et, volutpat molestie, porta ut, ligula. Vivamus in erat ut urna cursus vestibulum..
Praesent adipiscing. Fusce egestas elit eget lorem. Vivamus elementum semper nisi. Suspendisse eu ligula. Donec id justo.
Vestibulum suscipit nulla quis orci. Nullam quis ante. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Fusce risus nisl, viverra et, tempor et, pretium in, sapien. Curabitur suscipit suscipit tellus.
EMEA Travel Trends
Find out the most popular and fastest trending destinations for travellers from EMEA in 2025.
EMEA Travel Trends
Find out the most popular and fastest trending destinations for travellers from EMEA in 2025.
Nunc sed turpis. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Mauris turpis nunc, blandit et, volutpat molestie, porta ut, ligula. Vivamus in erat ut urna cursus vestibulum..
Praesent adipiscing. Fusce egestas elit eget lorem. Vivamus elementum semper nisi. Suspendisse eu ligula. Donec id justo.
Vestibulum suscipit nulla quis orci. Nullam quis ante. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Fusce risus nisl, viverra et, tempor et, pretium in, sapien. Curabitur suscipit suscipit tellus.
AMER Travel Trends
Find out the most popular and fastest trending destinations for travellers from the Americas in 2025.
AMER Travel Trends
Find out the most popular and fastest trending destinations for travellers from the Americas in 2025.
Nunc sed turpis. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Mauris turpis nunc, blandit et, volutpat molestie, porta ut, ligula. Vivamus in erat ut urna cursus vestibulum..
Praesent adipiscing. Fusce egestas elit eget lorem. Vivamus elementum semper nisi. Suspendisse eu ligula. Donec id justo.
Vestibulum suscipit nulla quis orci. Nullam quis ante. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Fusce risus nisl, viverra et, tempor et, pretium in, sapien. Curabitur suscipit suscipit tellus.
APAC Travel Trends
Find out the most popular and fastest trending destinations for travellers from Asia-Pacific in 2025.
APAC Travel Trends
Find out the most popular and fastest trending destinations for travellers from Asia-Pacific in 2025.
Nunc sed turpis. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Mauris turpis nunc, blandit et, volutpat molestie, porta ut, ligula. Vivamus in erat ut urna cursus vestibulum..
Praesent adipiscing. Fusce egestas elit eget lorem. Vivamus elementum semper nisi. Suspendisse eu ligula. Donec id justo.
Vestibulum suscipit nulla quis orci. Nullam quis ante. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Fusce risus nisl, viverra et, tempor et, pretium in, sapien. Curabitur suscipit suscipit tellus.