Booking.com Reveals Where and How Tourists Will Travel This Summer

Summer 2025 is shaping up to be a promising year for global tourism, with travelers continuing to dream of getaways despite economic uncertainties. New data from Booking.com shows that this summer season will not only see more trips, but also longer-lasting and more meaningful experiences.

Key findings from the survey:

• 77% of travelers say they are excited about summer getaways, while nearly half (48%) plan to spend more on travel than in 2024.
• Egypt’s Hurghada tops the global list of most popular destinations this summer, with families drawn to the warm climate, easy access to resorts and world-class diving along the Red Sea.
• Alternative accommodations continue to be popular with travelers, with searches for unique properties up 10% compared to last summer. This year, travelers are looking for more space, comfort, and authenticity — villas and vacation homes are leading the way.

Top 10 popular global destinations for summer 2025

Hurghada, Egypt
Sharm El Sheikh, Egypt
Tokyo, Japan
Dubai, UAE
Bangkok, Thailand
Alicante, Spain
Nice, France
Malaga, Spain
Rimini, Italy
Dubrovnik, Croatia

Families seek experiences and culture

For 53% of parents worldwide, family travel is a top annual priority. 85% say they are looking for experiences that will expose their children to different cultures – from the tech world of Japan to the Mediterranean gastronomy of Alicante. At the same time, families seem to be pioneering the use of artificial intelligence to organize their holidays: the same percentage (85%) say they use AI tools to book their holidays more easily and faster.

The most popular destinations for family trips this summer are Hurghada, Paris, Dubai, Tokyo, and Alicante.

Groups choose nature and adventure

Travel with friends is set to increase significantly in 2025, with one in five travelers planning it, with Gen Z particularly active, with 33% planning group getaways. Younger generations are choosing a combination of social contact and nature, with 36% seeking activities such as stargazing and outdoor adventures.

The most popular destinations for group trips are Ayia Napa in Cyprus, Alicante, Albufeira in Portugal, Paris and Marrakech in Morocco.

Couples invest in memories

The “experience over gift” trend continues in 2025. Over 70% of travelers of all ages (Millennials, Gen Z, Boomers) prefer a trip over a material gift. 45% of travelers say they will take at least one trip with their partner this year. Romantic getaways are inspired by destinations like Milan and Alicante, with “hidden gems” like Trieste and Villajoyosa offering tranquil and scenic alternatives.

The top summer destinations for couples are Sharm el-Sheik, Tokyo, Milan, Dubai and – again – Alicante.

Unique accommodations with growing demand

Travelers are increasingly choosing alternative forms of accommodation. Searches for unique accommodations have increased by 10% compared to last year. Booking.com offers over 8.1 million listings for apartments, houses and special accommodations, such as boats, tree houses, farmhouses and bungalows by the sea.

Depending on the type of traveler, the trends differ:

• Groups choose riads and country houses (+16% and +12% respectively).
• Families turn to villas and campsites (+19% and +16%).
• Couples prefer luxury tents and chalets (+16% and +13%).
• A complete ecosystem for the traveler

Booking.com now integrates more than 30 accommodation categories on its platform, along with options for flights, car rentals, and local activities, offering a complete booking experience. Through “Getaway Deals,” travelers can take advantage of discounts of up to 20% for stays through September 30, 2025, while Genius members enjoy additional benefits, such as room upgrades and free breakfast.

This summer promises to be full of adventure, contact with nature, cultural discovery, and – above all – personal connection. Despite global challenges, travelers worldwide continue to invest in the most precious gift: life experiences.

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