Brisbane, Brittany, Franschhoek and Koh Samui top the list of the most heavily trending and in-demand holiday destinations, according to American Express Travel and based on customer card bookings.
The 2025 Trending Destinations list includes:
- BRISBANE, AUSTRALIA -Located between the Gold and Sunshine Coasts, Brisbane offers excellent museums as well as vibrant dining and nightlife.
- BRITTANY, FRANCE -Distinctive culture, coastal scenery and miles of seaside walking paths like the GR34 trail top the list of reasons to visit the Brittany region.
- FRANSCHHOEK, SOUTH AFRICA -Franschhoek, themountain-ringed gem in the Cape Winelands region, is an ideal add-on to a safari vacation with nearly 50 wineries2, farm-to-table restaurants and hiking.
- KOH SAMUI, THAILAND -88-square-mile Koh Samui offers a dreamy combo of lush jungle, white sand beaches, and turquoise waters, perfect for active travelers or those looking to relax. The island will be featured on a popular TV show scheduled to air next year and is sure to inspire set-jetting travelers.
- MACAU, CHINA -Though The Historic Centre of Macau enjoys UNESCO World Heritage status, and the local Cantonese-Portuguese fusion cuisine is a must-try for foodies, the supersized casinos are the reason this densely populated peninsula, known as the “Las Vegas of the East,” boasts a number of award-winning restaurants.
- MOAB, UTAH, UNITED STATES -As the gateway to Utah’s “Mighty Five” national parks, Moab is a perfect starting point to explore the American Southwest. Travelers come for world-class rafting, mountain biking, and canyon hiking – or simply to bask in the red rock scenery.
- NIKKO, JAPAN -This tucked away mountain retreat in mostly rural Tochigi prefecture blends elements of Kyoto and Mt. Fuji, with photogenic waterfalls and abundant hiking trails.
- PAROS, GREECE -Laid-back Paros has become the Greek island of choice for many with a vibrant cultural scene and rocky coastline studded with beaches, secluded coves, and sea caves.
- SÃO PAULO, BRAZIL -This multi-ethnic city is one of the great cultural destinations of South America and home to rich architectural heritage and some of the continent’s best museums, street art, and homegrown fashion.
- SUN VALLEY, IDAHO, UNITED STATES -With fewer crowds than other Western ski resorts, Sun Valley appeals to premium travelers and everyday outdoor enthusiasts alike. During the summer months travelers can enjoy trout fishing, whitewater rafting, mountain biking and more.
“We want our Card Members to experience all that travel has to offer,” said Audrey Hendley, President of American Express Travel. “Through our global travel expertise, guides like our annual Trending Destinations list and our lodging programs like The Hotel Collection, we help our Card Members plan all types of trips and inspire them to explore new places. This year, we’ve added more than 300 new properties in top destinations to The Hotel Collection, so Card Members have even more options for where to stay when they get there.”
A study conducted by American Express found that 72% of Millennial and Gen Z travelers are more likely to book hotels that offer credit card rewards and 70% are interested in a credit card with a collection of hotel benefits across the world.
