In November, American Express Travel released its List of trending destinations 2024 of the 10 must-see vacation spots, based on travel bookings from World Map members and recommendations from a team of 6,000 travel consultants.
“People are seeking new experiences and immersing themselves in local culture when they travel,” said Audrey Hendley, president of American Express Travel, in a press release shared with CNBC Make It.
According to the report, trending destinations are attracting particular interest from Gen Z and millennial travelers. Booking data shows that Japan saw an increase of more than 1,300% in bookings between 2019 and 2023.
During the same period, San Miguel de Allende saw an increase of more than 400%, while Australia saw an increase of almost 800% among Gen Z and millennials.
- Adelaide Hills, Australia
- Bodrum, Türkiye
- Cervo, Italy
- Saint Kitts and Nevis
- Niseko, Japan
- San Miguel de Allende, Mexico
- Santa Fe, New Mexico, United States
- Udaipur, India
- Zermatt, Switzerland
The only U.S. city to make the list is Santa Fe, New Mexico.
As America’s oldest capital, Santa Fe is known for its famous Spanish, Mexican, and Native American arts and traditions. In 2005, Santa Fe became the first city designated as UNESCO Creative City in the USA
According to UNESCO, one in ten jobs in Santa Fe is linked to the arts and cultural industries and the city is home to more than 250 galleries. In 2020, the Western States Arts Federation named it America’s Most Creative Small Town.
Another trendy vacation destination on the list is Niseko, Japan. It is home to Japan’s best ski area and some of the best snow conditions in the world, according to Condé Nast Traveler. Over the past ten years, Niseko has received an average of over 35 feet of new snow per season.
Located on Japan’s northernmost island, Hokkaido, Niseko is famous for its world-class skiing and natural hot springs.
Japan opened its borders in June, but only to tourists on accompanied package tours and visas were required. In October 2022, the country lifted these rules and saw a massive increase in visitors. So it’s no wonder that Japan is the fastest-growing global travel destination for Gen Z and millennials, according to the American Express Travel report.
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