Major hubs such as London, Paris, Milan, Rome, Barcelona, Madrid and Amsterdam continue to anchor the short-haul city break market. Their strength reflects ease of connectivity, established cultural appeal and extensive air networks.

Spain is particularly well represented, with multiple cities in the rankings. The country benefits from its diversity – from cultural centres like Barcelona and Madrid, to coastal options such as Palma and Málaga, alongside a strong base of affordable package holidays. This is supported by significant low-cost carrier capacity within intra-European markets.

Beyond Europe, Bangkok demonstrates sustained demand for long-haul trips to Southeast Asia, with longer average stays (12 nights) and lead times.

Istanbul maintains its position as both a gateway hub and a standalone destination, with demand stable at +3% YoY, highlighting its dual importance across leisure and regional connectivity. 

Spain and the Canary Islands continue to perform strongly. Lanzarote reinforces the enduring appeal of winter sun destinations, while Santiago del Monte reflects rising interest in lesser-known areas of northern Spain.

In Saudi Arabia, demand for AlUla aligns with the country’s Vision 2030 tourism strategy, demonstrating how sustained promotion is translating into tangible growth in traveller redirects.

Across Europe, growth in secondary hubs such as Linz, Salerno and Tarsus suggests travellers are increasingly seeking alternative cultural destinations as an option to more crowded capitals.

Japan’s resurgence remains strong, with Tokyo, Osaka and Fukuoka leading demand. The weaker yen has made Japan more affordable for inbound travellers, while its broad cultural appeal – from food and heritage to anime and pop culture – continues to drive interest. Domestic travel also remains robust, further strengthening overall performance.

South Korea continues to attract high volumes, supported by the global influence of K-pop, K-dramas and shopping culture. Bangkok shows a 9% dip in searches, which may indicate a shift in demand toward Thai islands such as Koh Samui and Phuket.

Meanwhile, Dubai continues to build momentum. Growth reflects both its strategic role as a global hub for stopovers and onward connections, and its success in positioning itself as a luxury and events destination – bolstered by its Expo legacy, major sporting events and shopping festivals.

Secondary city growth is notable, with many second- and third-tier destinations dominating the list. Travellers are increasingly looking beyond major capitals to explore smaller towns, such as Tokushima in Japan, Hamilton in New Zealand and Yanbu in Saudi Arabia.

Heritage and religious tourism continues to drive demand, with cities like Nashik and Jaffna attracting visitors through their strong cultural and pilgrimage appeal.

Beach destinations remain resilient. Koh Samui stands out as a consistent performer, reflecting sustained international appetite for resort and island travel.

Brazil continues to demonstrate the strength of its domestic market, with São Paulo, Rio de Janeiro and Recife leading demand. Growth is supported by expanded air connectivity and regional hubs capturing significant traffic, while major festivals such as Carnival, rodeos and cultural events create seasonal spikes in searches.

In North America, New York retains its position as the leading international gateway, dominating for both business and leisure travel.

Madrid’s rise in the rankings reflects strong VFR (visiting friends and relatives) ties with the region, alongside the enduring appeal of Spanish culture and lifestyle.

Long-haul demand is also gaining ground. Tokyo (+15%) benefits from the affordability of the weaker yen, while Paris (+5%) has been boosted by the Olympic halo effect following 2024, signalling that travellers across the Americas are increasingly prepared to plan and invest in long-haul trips. 

Emerging demand across South America is increasingly concentrated in second-tier cities with strong cultural and historical appeal.

Examples include Pitalito, home to the UNESCO-listed San Agustín Archaeological Park, and Resistencia, known as the “City of Sculptures.” Others act as gateways to more exploratory experiences, like Puerto Maldonado in Peru’s Amazon jungle.

This focus on smaller, heritage-rich cities aligns with the broader growth trend we’re seeing across South America. In Brazil, for example, the scale of the domestic market continues to drive momentum.