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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%. 

Profile-Nick Hall

"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-2

Reggio, Calabria, Italy

+541%
YoY search increase
Tartu-Estonia-1

Tartu, Estonia

+294%
YoY search increase
Siem Reap-Cambodia-1

Siem Reap, Cambodia

+241%
YoY search increase

Top trending destinations for Saudi travellers:

Rize-Turkiye-1

Rize, Turkiye

+529%
YoY search increase
Gan-Maldives-1

Gan, Maldives

+400%
YoY search increase
Krakow-Poland-1

Krakow, Poland

+278%
YoY search increase

Explore the report

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