American Express Travel has released their highly anticipated 2025 Trending Destinations list, and the results reveal fascinating shifts in traveler preferences toward authentic cultural experiences, lesser-known gems, and destinations that offer unique value propositions. Based on global American Express Card Member travel bookings and insights from Amex Travel’s network of consultants, these ten destinations represent where savvy travelers are heading next.
The list reflects post-pandemic travel evolution, with Millennials and Gen Z travelers driving demand for experiences that combine Instagram-worthy aesthetics with genuine cultural immersion. From Australia’s emerging cultural capital to Japan’s spiritual mountain retreat, these destinations prove that modern travelers seek depth over superficial tourist experiences.
Brisbane, Australia
Image Credit: Depositphotos
Queensland’s capital is finally stepping out of Sydney and Melbourne’s shadow, emerging as Australia’s next great cultural destination. Brisbane’s transformation has been remarkable, with the recent expansion of the riverside Queen’s Wharf area creating new restaurants and public spaces that rival any global waterfront district.
The city’s strategic position between the Gold and Sunshine Coasts provides beach access within an hour’s drive, while the urban core offers sophisticated dining, vibrant nightlife, and cutting-edge cultural events. The creative and culinary spectacular Night Feast showcases Brisbane’s emerging food scene, while the Melt Festival celebrates queer arts and culture with city-wide programming.
Fortitude Valley, the city’s creative heart, pulses with chic bars, quirky boutiques, and underground music venues that attract young creatives from across Australia. Modern architecture projects and excellent museums demonstrate Brisbane’s commitment to becoming a legitimate cultural capital rather than just a gateway to Queensland’s natural attractions.
Brittany, France
Image Credit: Shutterstock.
France’s Celtic corner offers a compelling alternative to Provence and the Riviera, where distinctive Breton culture and dramatic coastal scenery create experiences unavailable elsewhere in France. The region’s fiercely preserved Celtic heritage manifests in Breton signage, traditional fest noz gatherings, and cultural traditions that predate French influence.
The coastline showcases remarkable diversity, from white-sand beaches to pink-granite cliffs connected by miles of scenic footpaths including the famous GR34 trail. Summer provides ideal weather, but September and late spring offer fewer crowds while maintaining comfortable temperatures for outdoor exploration.
Saint-Malo’s medieval walls and Dinard’s belle époque elegance create perfect coastal bases, while inland cities like Rennes offer award-winning restaurants and Quimper showcases traditional hand-painted ceramics. The region’s authentic character attracts travelers seeking genuine French experiences beyond the tourist-saturated south.
Franschhoek, South Africa
Image Credit: Shutterstock
The Cape Winelands’ epicurean crown jewel combines world-class viticulture with farm-to-table dining in a mountain-ringed setting that epitomizes South African beauty. Nearly 50 wineries, including Black-owned Klein Goederust, offer tours and tastings featuring signature Pinotage and Chenin Blanc varietals alongside international varietals perfectly suited to the Mediterranean climate.
Recent culinary advances have established Franschhoek as a serious gastronomic destination, with sophisticated restaurants showcasing local ingredients and innovative techniques. The centuries-old settlement maintains authentic character while offering modern luxury amenities that attract international food and wine enthusiasts.
Mont Rochelle Nature Reserve provides hiking opportunities that complement wine experiences, while the town’s compact size enables walking between tasting rooms, restaurants, and boutique accommodations. The destination offers perfect add-on experiences to safari vacations, providing cultural sophistication alongside wildlife adventures.
Koh Samui, Thailand
Image Credit: Shutterstock.
This 88-square-mile island perfectly balances tropical paradise aesthetics with sophisticated infrastructure, creating upscale destination experiences without the commercialization that has affected other Thai islands. Lush jungle interiors, white-sand beaches, and turquoise waters provide classic tropical beauty, while recent luxury resort developments offer world-class accommodations.
The island’s diverse offerings cater to varied travel styles, from Chaweng Beach’s vibrant nightlife scene to wellness retreats emphasizing yoga, meditation, and traditional Thai massage. Active travelers enjoy waterfall hikes and water sports, while nearby Koh Tao’s shallow reefs and sandy bottoms provide exceptional scuba diving opportunities.
Koh Samui’s emerging prominence as a filming location for major productions adds set-jetting appeal to natural attractions. The island’s size enables comprehensive exploration within short timeframes, while luxury resorts and spas provide relaxation between adventure activities.
Macau, China
Image Credit : Shutterstock.
This densely populated peninsula successfully balances UNESCO World Heritage cultural sites with modern entertainment infrastructure, creating unique East-meets-West experiences. The Historic Centre of Macau showcases Portuguese colonial architecture and Cantonese-Portuguese fusion cuisine that reflects centuries of cultural blending.
Known as the “Las Vegas of the East,” Macau’s supersized casinos host award-winning restaurants that have elevated the destination’s culinary reputation far beyond gaming. The concentration of Michelin-starred establishments and celebrity chef venues creates exceptional dining opportunities within compact geographic boundaries.
Beyond gaming and dining, Macau offers amusement parks, public spaces, and big-ticket concerts that attract international entertainment. The 90-minute car-and-ferry connection from Hong Kong makes Macau accessible for multi-destination Asian itineraries, while direct flights from major cities enable standalone visits.
Moab, Utah, United States
Image Credit: Shutterstock.
As the gateway to Utah’s “Mighty Five” national parks, Moab provides perfect base camp access to America’s most spectacular red-rock landscapes. The town’s dramatic setting amid towering sandstone formations creates naturally stunning backdrops for outdoor adventures and photography.
World-class rafting, mountain biking, and canyon hiking attract adventure enthusiasts, while the legendary desert sunsets and exceptional stargazing appeal to nature lovers seeking spiritual renewal. Spring and fall provide ideal weather conditions, as summer temperatures can reach extreme levels unsuitable for outdoor activities.
Moab’s 14-vendor Food Truck Park and family-friendly dinosaur museum demonstrate the town’s commitment to visitor amenities beyond outdoor recreation. The destination’s authentic Western character attracts travelers seeking genuine American Southwest experiences rather than commercialized resort environments.
Nikko, Japan
Image Credit: Shutterstock.
This mountain retreat in rural Tochigi prefecture offers spiritual and natural experiences that combine Kyoto’s cultural depth with Mount Fuji’s natural majesty. Recent train service improvements reducing Tokyo travel time to two hours have made Nikko more accessible while preserving its authentic character.
Nikko National Park sits beneath three sacred peaks and contains a spectacular 103-building temple complex that showcases Japan’s religious architectural heritage. Photogenic waterfalls and abundant hiking trails create nature-lover destinations, particularly during autumn when fall colors transform the mountainous landscape.
The destination provides authentic Japanese spiritual experiences away from tourist crowds, where traditional culture and natural beauty create meditative environments. Visitors can experience genuine temple life, traditional accommodations, and spiritual practices that remain unchanged by tourism development.
Paros, Greece
Image Credit: Shutterstock.
This laid-back Cycladic island has emerged as the sophisticated alternative to overcrowded Mykonos and Santorini, offering authentic Greek island experiences without mass tourism impacts. The vibrant cultural scene, rocky coastlines studded with secluded beaches, and traditional architecture create classic Aegean beauty.
Paros’s accessibility enhances its appeal, with 40-minute flights from Athens or three-hour ferry connections that make the island easily reachable while maintaining authentic character. The thousand-year-old Byzantine Road, paved with the island’s famous marble, provides historical hiking experiences through traditional landscapes.
Naoussa’s charming harbor combines excellent seafood restaurants with stylish boutiques and bustling tavernas, where fishing boats provide authentic atmosphere within sophisticated entertainment environments. The island’s perfect balance of development and preservation attracts travelers seeking genuine Greek experiences.
São Paulo, Brazil
Image Credit: Shutterstock.
South America’s cultural megalopolis showcases incredible diversity through its multi-ethnic population, world-class museums, cutting-edge street art, and homegrown fashion scenes. The city hosts one of the world’s largest Pride parades and maintains vibrant cultural programming that reflects its international population.
Avenida Paulista serves as the city’s cultural spine, transforming into pedestrian carnival atmosphere every Sunday when traffic is banned. Diverse neighborhoods from hip Vila Madalena to glamorous Itaim Bibi offer distinct personalities and experiences, while 400-acre Ibirapuera Park provides green space relief from urban intensity.
São Paulo’s architecture combines colonial heritage with contemporary design, creating visual diversity that reflects the city’s cultural complexity. The annual Formula 1 Lenovo Grande Prêmio De São Paulo in November adds international sporting excitement to year-round cultural programming.
Sun Valley, Idaho, United States
Image Credit: Shutterstock.
This exclusive mountain resort attracts celebrities and outdoor enthusiasts through its combination of sophisticated amenities and exceptional recreation opportunities. Recent expansion at 9,150-foot Bald Mountain added state-of-the-art chairlifts, 91 acres of glade terrain, and wildfire-prevention measures that enhance safety and experience quality.
Summer activities including trout fishing, whitewater rafting, and mountain biking complement winter skiing, while September and October provide ideal conditions for hiking Sawtooth National Forest trails amid spectacular fall colors and festival programming.
Sun Valley Village and neighboring Ketchum maintain authentic character through 90% locally-owned businesses, creating genuine community atmosphere rather than corporate resort environments. The destination’s combination of luxury amenities and outdoor adventure appeals to affluent travelers seeking authentic American West experiences.