In a major announcement set to shape the travel landscape for 2025, American Express Travel has released its latest ‘Trending Destinations’ list, spotlighting ten dynamic locations set to captivate the world’s Millennial and Gen Z travellers. Curated from American Express Card Member travel data and insights from the company’s global network of travel consultants, this year’s lineup includes iconic favourites and hidden gems. From the cosmopolitan streets of São Paulo to the tranquil shores of Koh Samui, these destinations represent the most exciting places to explore next year.

Global Travel Reimagined: The 2025 Destination Line-Up

The highly anticipated list showcases diverse destinations that span the globe, each offering unique experiences that cater to today’s discerning travellers. Here are the 2025 top ten destinations unveiled by American Express:

1. Brisbane, Australia

Between the Sunshine Coast and the Gold Coast, Brisbane is a burgeoning cultural hub with a thriving arts scene, trendy dining options, and vibrant nightlife. Its laid-back charm and cosmopolitan appeal make it a must-see for travellers looking to experience urban sophistication and natural beauty.

2. Brittany, France

With its rugged coastlines, quaint medieval towns, and scenic walking paths like the famed GR34 trail, Brittany stands out for its distinct Celtic culture and unspoiled landscapes. Travellers are drawn to its seaside ambience, seafood delicacies, and the allure of French coastal life.

3. Franschhoek, South Africa

Tucked in the heart of the Cape Winelands, Franschhoek is an idyllic destination celebrated for its world-renowned vineyards, exquisite farm-to-table restaurants, and stunning mountain scenery. An ideal extension to any South African safari trip, Franschhoek offers a refined yet relaxed retreat for wine lovers and nature enthusiasts.

4. Koh Samui, Thailand

This lush Thai island, known for its crystal-clear waters and white-sand beaches, is gaining attention thanks to its blend of tranquil nature and vibrant local culture. With new tourism developments and a featured role in an upcoming TV show, Koh Samui is poised to inspire a new wave of set-jetting travellers.

5. Macau, China

Macau’s unique blend of Cantonese and Portuguese influences, historic architecture, and world-class culinary scene make it a captivating destination. Known as the “Las Vegas of the East,” Macau’s glitzy casinos and upscale resorts draw visitors seeking luxury and excitement.

6. Moab, Utah, United States

At the gateway to Utah’s “Mighty Five” national parks, Moab is a dream destination for adventure travellers. Its stunning red rock formations provide the perfect backdrop for hiking, mountain biking, and white-water rafting, making it a top choice for those looking to experience the raw beauty of the American Southwest.

7. Nikko, Japan

A lesser-known gem located in the mountains of Tochigi Prefecture, Nikko offers a blend of rich cultural heritage and natural beauty. With its centuries-old temples, cascading waterfalls, and serene hiking trails, Nikko is perfect for travellers seeking a peaceful escape from Tokyo’s hustle and bustle.

8. Paros, Greece

This Cycladic island has quietly emerged as a favourite among those looking for a more authentic Greek experience. Known for its laid-back vibe, rocky coastlines, and hidden beaches, Paros is a paradise for visitors looking to enjoy sun-drenched days and vibrant local nightlife.

9. São Paulo, Brazil

As one of South America’s most culturally diverse cities, São Paulo offers a melting pot of artistic expression, rich architecture, and a thriving culinary scene. The city’s eclectic neighbourhoods and buzzing atmosphere make it a captivating destination for travellers seeking adventure and inspiration.

10. Sun Valley, Idaho, United States

A haven for outdoor enthusiasts, Sun Valley is known for its pristine landscapes, luxurious accommodations, and fewer crowds compared to other major ski destinations. With activities ranging from trout fishing and whitewater rafting in summer to world-class skiing in winter, Sun Valley offers year-round appeal.

The American Express Impact: Benefits for the Modern Traveler

American Express has meticulously curated this list to meet the evolving needs of Millennial and Gen Z travellers, who prioritize value, experience, and authenticity. In tandem with the launch of the Trending Destinations list, American Express Travel has also expanded its ‘Hotel Collection’ program, adding over 300 properties across these top destinations to provide exclusive perks for Card Members.

“We want our Card Members to experience all that travel has to offer,” stated 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.”

Exclusive Perks for Card Members: What’s New?

To enhance the travel experience, American Express has also expanded the benefits of The Hotel Collection. Gold and Platinum Card Members who book two or more nights at participating hotels through Amex Travel receive perks including:

• $100 on-property credit toward dining, spa, or other amenities.
• Complimentary room upgrades are available at check-in (subject to availability).
• Early check-in at noon and late check-out at 4:00 PM, perfect for extending their stay.

The Hotel Collection, which has grown by 40% this year, now includes over 1,000 properties, expanding its reach to 50 new destinations globally. This move aligns with American Express’s commitment to delivering tailored experiences and exceptional value to its members.

Featured Properties in 2025’s Trending Destinations

Among the highlighted destinations, five are home to distinguished properties in The Hotel Collection, each offering a unique experience:

• Hotel X Brisbane Fortitude Valley: At the heart of Brisbane’s entertainment hub, with easy access to James Street’s boutique shops.
• Hotel Barriere Le Grand Hotel Dinard, Brittany: A historic gem facing the serene bay of St. Malo.
• Avant Mar, Paros: Situated on the sandy shores of Piperi Beach, offering direct access to the island’s best al fresco dining.
• ULUM Moab: A safari-inspired resort with stunning views of Canyonlands National Park.
• Sun Valley Resort, Idaho: Combining rustic charm with modern luxury for a truly immersive experience.

Transformative Travel for a New Generation

With these top destinations, American Express is positioning itself at the forefront of the travel industry, catering to an audience that seeks not just places to visit but experiences that resonate on a deeper level. As 2025 approaches, these ten destinations are set to become the must-see hotspots for a new generation of global explorers.

 

 

 

Written by: Michelle Warner

 

 

 

 

 

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