Trends Shaping Global Summer Travel in 2025: Coolcations, Comebacks, and Culture

Trends Shaping Global Summer Travel in 2025

As we approach the bustling summer season of 2025, Sojern, a prominent digital marketing platform for the hotel and hospitality industry, unveils its latest travel data. Despite persistent global political and economic uncertainties, travel demand remains stable at 2024 levels. This year, travelers are increasingly seeking cooler climates, rich cultural experiences, and engaging in local excursions.

According to Noreen Henry, Sojern’s head of revenue development, “In a world reshaped by politics, climate concerns, and evolving traveler expectations, brands that adapt early and provide personalized messaging that enhances customer loyalty tend to succeed.” Marketers are encouraged to refine their top-of-funnel strategies and utilize travel intent data to connect with consumers meaningfully across all channels.

Domestic Travel Trends in the USA

Amid global tensions and ongoing economic pressure, American travel habits largely remain unchanged, albeit with some noticeable shifts. A growing number of travelers prefer vacations closer to home, with concerns about international travel leading to a 2% increase in domestic flight bookings. However, international holiday travel has seen declines, particularly among popular destinations such as the Caribbean, down by 2%, and Europe and Asia, down by 4% and 9%, respectively. Major metropolitan areas like New York City, Orlando, and Miami are leading in domestic travel, signaling a trend toward local travel. With a significant international football tournament taking place in the U.S. during June and July featuring top teams worldwide, cities such as New York, Los Angeles, and Miami expect an influx of both domestic and international fans.

On an international scale, the leading travel destinations for U.S. travelers this summer are the United Kingdom (8.8%), Mexico (7.8%), and Italy (7.2%). Despite ongoing political conflicts, travel to Canada has increased by 6%, even as reduced airfares indicate dwindling demand. Conversely, it appears that Canadian travelers are reconsidering their trips to the U.S. Following a decline in U.S. flight bookings from 4.6% in February to 3.5%, summer interest in Mexico has surged by 10-25%. This suggests a shift away from the U.S., with a growing preference for alternate regional destinations.

Local Resurgence and Cultural Hotspots in Latin America

Mexico remains a favored summer getaway, benefiting from a 15% increase in local travel, even with slight overall booking reductions. The U.S. continues to dominate as Mexico's primary international market, accounting for 70% of inbound flight bookings. Cancun (55%) tops the list of Mexican destinations, followed by Mexico City (16%) and Cabo San Lucas (14%).

Peru is experiencing a 7% rise in bookings, driven by the enduring allure of Machu Picchu and adventures during the dry season. Meanwhile, Brazil enjoys its own travel boom; after a record January with 1.5 million international arrivals, summer flight bookings there have increased by 6%, alongside a 17% rise in hotel searches, led by regional travel from Latin America (+71%), the U.S. (+12%), and Europe (+21%). São Paulo and Rio de Janeiro are prime destinations.

European Cool Spots and Cultural Events

With heatwaves becoming frequent, European travelers are yearning for cooler destinations. Although the total number of inbound trips to Europe remains consistent, inter-European flights to the United Kingdom have increased by 12%, with London accounting for 75% of this surge. Massive events such as Coldplay’s world tour, the reunion of Oasis, and cult favorites like Glastonbury are helping to sustain this momentum.

As temperatures are on the rise, travelers are increasingly favoring “coolcations.” Bookings for flights to Estonia (+32%), Iceland (+17%), and Norway (+11%) are skyrocketing. Traditional summer favorites like Portugal (+7%), Spain (+3%), and France (+1%) also retain their appeal. Notably, Portugal saw a 13% increase in hotel searches, with U.S. travelers accounting for 30% of the overall volume.

Paris continues to dominate summer travel, especially after last year's Olympic Games. Italy is faring well as it celebrates its anniversary year, with Rome leading and Americans making up 28% of international visitors. Bookings for international flights to Switzerland have increased by 2% compared to the previous year, suggesting that upcoming events, including the UEFA Women’s Euro 2025, could have an impact as well.

Growth in the Middle East and Asia-Pacific

In the United Arab Emirates, international flight bookings are up by 4% year-over-year, with hotel bookings rising by 20%. Key source markets include India, Saudi Arabia, and the UK.

In Southeast Asia, Singapore has recorded a 5% increase in flight bookings year-on-year, with China, India, and Australia among the top source markets. Thailand likewise sees a 2% boost in international air traffic, primarily owing to demand from China, Japan, and South Korea.

Meanwhile, outbound travel from East Asia continues to recover post-COVID. Japanese and South Korean travelers are increasingly favoring regional destinations like Shanghai, Taiwan, and Bangkok over traditional favorites like Jeju, whose share has dropped from 25% in 2024 to 14.6% in 2025.

Australia is enjoying a 10% surge in travel demand, driven by visitors from New Zealand (+14.6%), China (+12.4%), and the U.S. (+9%), with major urban centers such as Sydney, Brisbane, and Melbourne leading the way.

For comprehensive insights and strategic recommendations for travel marketers, Sojern's website offers a wealth of information.

* Sojern data retrieved on April 21, 2025.