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The global travel landscape is shifting unprecedentedly for the first half of 2025, with Asia, Oceania, Africa, and select hotspots in the Americas taking centre stage. A groundbreaking report by travel intelligence leader Mabrian has unveiled compelling insights into where the world is heading this year, powered by data-driven forecasts and a pulse on emerging tourism trends.

Asia Leads the Charge in Travel Demand Growth

Asia dominates the global tourism map, with Southern, Southeast, and Eastern regions experiencing unparalleled growth in international demand. Mabrian’s proprietary Share of Searches Index reveals that destinations like Thailand, the Philippines, and Indonesia are leading the surge, fueled by a post-pandemic hunger for culturally rich, exotic experiences.

Thailand emerges as the jewel of Southeast Asia, with Bangkok and Phuket ranking as the first and third most searched-for destinations globally in early 2025. In the Philippines, Manila secures its spot among the top 10, while Indonesia’s Bali captures the imagination of travellers seeking paradise. Vietnam’s Hanoi and Sri Lanka’s Colombo are also standout contenders.

Meanwhile, East Asia isn’t far behind, with Tokyo and Seoul commanding robust international interest. Japan’s bustling capital claims the second spot for growing demand, a testament to its timeless allure and expanding air connectivity.

“Asian regions are exhibiting a powerful upward trend this year,” said Carlos Cendra, Partner and Director of Marketing and Communications at Mabrian. “This positions them as key players in global travel demand for the months ahead.”

Oceania’s Resurgence: A Milestone in Recovery

After years of pandemic-induced travel stagnation, Oceania is making a triumphant comeback. Australia and New Zealand are poised for a stellar year, with Sydney, Melbourne, Brisbane, and Auckland showing significant growth. Oceania now accounts for over 3% of global travel demand, making it the third-fastest-growing region.

The resurgence results from sustained recovery efforts and heightened global interest in the region’s pristine landscapes and adventure offerings.

“Mabrian’s data signals a strong year ahead for Oceania. This recovery is not only timely but indicative of the region’s renewed allure among international travelers,” noted Cendra.

The Americas: Diverse Growth Across North and Latin America

The Americas showcase a diverse demand trajectory, with North America capturing 5.6% of global travel interest and select destinations in Latin America and the Caribbean following closely. Iconic cities like Los Angeles, Miami, and Orlando drive growth in the U.S., while Mexico’s Cancun and Brazil’s Rio de Janeiro are among the standout performers in Latin America.

Additionally, Punta Cana in the Dominican Republic, Buenos Aires in Argentina, and San Jose in Costa Rica continue to attract significant international attention, bolstered by improved connectivity and marketing campaigns highlighting their unique offerings.

Africa’s Emerging Tourism Gems

Sub-Saharan Africa is also experiencing a notable uptick in demand, with travellers flocking to iconic spots like Cape Town, Johannesburg, and Tanzania’s Kilimanjaro. Island destinations such as Mauritius, Seychelles, and Cape Verde further cement Africa’s position as a burgeoning tourism hotspot.

“Sub-Saharan Africa is gaining ground as an aspirational destination, driven by its diverse landscapes, wildlife, and unique cultural experiences,” said Cendra.

Europe Holds Steady, With Southern Cities Shining

While Europe may not lead in growth, Southern European destinations like Madrid, Rome, and Lisbon are making waves. Rome, in particular, is set for a remarkable year as it prepares to host the 2025 Jubilee Year, attracting millions of pilgrims and cultural tourists.

Spain’s Madrid and Portugal’s Lisbon are also seeing a surge in international interest, thanks to their rich cultural heritage, gastronomic offerings, and thriving urban appeal.

The Data Behind the Insights

Mabrian’s Share of Searches Index offers a cutting-edge understanding of global travel trends. Unlike traditional booking metrics, this index tracks flight search behaviours, revealing market interest in destinations before bookings are confirmed. By analyzing data from the world’s top 20 airports in each region, Mabrian provides a comprehensive forecast covering 72.5% of global travel demand.

The index underscores the growing influence of aspirational demand in shaping travel behaviours, offering actionable insights for destinations aimed at capturing the attention of global travellers.

What Lies Ahead for 2025?

The first half of 2025 is shaping to be a transformative period for global tourism. From Asia’s meteoric rise to Oceania’s long-awaited rebound and Africa’s burgeoning potential, these trends highlight the evolving preferences of international travellers.

For destinations and stakeholders, the challenge lies in capitalizing on these insights to craft compelling travel experiences that resonate with today’s discerning tourists. With the global travel industry entering a new phase of recovery and innovation, 2025 promises to be a year of discovery, growth, and opportunity.