Travel preferences are shifting in 2025, with global tourists exploring lesser-known gems alongside classic favourites.
According to Kayak’s Travel Check-in report, countries like Zimbabwe, Lithuania, Sri Lanka, South Korea, and Moldova are gaining traction due to increased flight searches and affordable fares. From desert landscapes to glacier trails, travellers are seeking wellness, culture, and nature-rich experiences across Africa, Europe, Asia, and Latin America.
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According to Forbes, here are seven destinations that are expected to stand out this year.
1. Zimbabwe
Zimbabwe is drawing attention with its mix of historical sites and natural landscapes. The Great Zimbabwe ruins continue to attract visitors who are interested in the country’s past. The Victoria Falls remain a major highlight, offering views of water crashing into deep gorges. Beyond the falls, the Eastern Highlands offer trails and quiet mountain areas.
Cities such as Bulawayo and Harare have seen a sharp increase in flight interest. According to Kayak, searches for Bulawayo flights rose by over 80%, while Harare searches climbed by 56% compared to last summer.
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2. Lithuania
Lithuania is gaining traction among travellers looking for cultural experiences and natural scenery. Its capital, Vilnius, offers cobbled streets, small courtyards, and historical churches. On the coast, the Curonian Spit draws visitors with its sand dunes and forests. The port city of Klaipėda remains active with ferry traffic and traditional seafood markets.
Kayak reports that flight searches to Vilnius more than doubled—rising by 105% over last summer.
3. Sri Lanka
Sri Lanka is becoming a top choice for those looking for a wide range of travel experiences. From coastal fishing villages to hill country tea plantations, the country provides a mix of urban life and rural traditions. Historical locations such as Sigiriya, Anuradhapura, and Polonnaruwa attract those interested in ancient structures and cultural heritage.
Colombo ranks among Kayak’s top 10 most searched destinations for this summer, reflecting growing interest in the island nation.
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4. South Korea
South Korea continues to appeal to travellers seeking both modern and traditional experiences. In Seoul, historical palaces and hanok houses sit beside busy city districts. Outside the capital, mountain regions like Jirisan and Seoraksan offer trails and national parks.
Gyeongju remains a centre for ancient tombs and temples, while Jeju Island is known for volcanic landscapes. Flight searches to Seoul increased by 65% this year, according to Kayak data.
5. Argentina
Argentina remains a country of contrast, offering plains, cities, and mountain landscapes. Buenos Aires is known for its mix of bookstores, gardens, and traditional music venues. Farther south, El Chaltén attracts hikers and nature lovers with views of glacial lakes and granite peaks.
Other cities like Córdoba and Mendoza provide access to vineyards, colonial architecture, and regional food and wine. Kayak reports a 49% rise in flight searches to Buenos Aires compared to summer 2024.
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6. Morocco
Morocco has maintained steady interest due to its blend of desert landscapes, mountain ranges, and coastal cities. Visitors continue to explore the alleys of Fez and the markets of Marrakech. Cities like Essaouira provide access to the Atlantic coast, while Chefchaouen offers hillside streets and mountain views.
In the countryside, olive groves and Berber communities offer a different perspective. Marrakech stands out as one of the best-value long-haul destinations, with flight prices down by 5% compared to last summer.
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7. Norway
Norway continues to attract travellers with its fjords, forests, and northern lights. Cities such as Oslo provide a base for travel, offering efficient transport and access to museums and parks. Further north, travellers look for views of the aurora borealis and explore coastal fishing villages. The country’s rural regions offer waterfalls, hiking paths, and wooden churches.
Flight prices to Oslo have dropped by 20% from the UK and 11% from the US. Searches for flights from US travellers to Norway have increased by 25% this summer.
