In November, American Express Travel published its 2024 Trending Destinations list of the top 10 must-visit vacation spots based on global card member travel bookings and recommendations from a team of 6,000 travel consultants.
“People are looking for new experiences and to immerse themselves in the local culture when they travel,” Audrey Hendley, President of American Express Travel, said in a press release shared with CNBC Make It.
According to the report, the trending locations are seeing particular interest from Gen-Z and Millennial travelers. The booking data shows Japan saw an increase of over 1300% in bookings from 2019 to 2023.
During that same period, San Miguel de Allende saw an increase of over 400%, while Australia saw an almost 800% increase among Gen-Z and Millennials.
- Adelaide Hills, Australia
- Bodrum, Turkey
- Cervo, Italy
- St. Kitts & Nevis
- Niseko, Japan
- San Miguel De Allende, Mexico
- Santa Fe, New Mexico, U.S.
- The Seychelles
- Udaipur, India
- Zermatt, Switzerland
Santa Fe, New Mexico is the only U.S. city listed in the American Express Travel 2024 trending destinations report.
Jon Lovette | Stone | Getty Images
The only U.S. city to make the list is Santa Fe, New Mexico.
As the oldest capital city in America, Santa Fe is known for its celebrated Spanish, Mexican and Native American art and traditions. In 2005, Santa Fe became the first city designated as a UNESCO Creative City in the U.S.
According to UNESCO, one in 10 jobs in Santa Fe is tied to arts and cultural industries and the city is home to more than 250 galleries. In 2020, the Western States Arts Federation named it America’s most creative small city.
Niseko, Japan, was named one of the trending destinations for 2024, according to American Express Travel.
Likes To Travel And Get New Experiences | Moment | Getty Images
Another trending vacation destination featured on the list is Niseko, Japan. It is home to the best skiing in Japan and some of the best snow conditions in the world, according to Condé Nast Traveler. Over the last ten years, Niseko has averaged over 35 feet of fresh snow per season.
Located on Japan’s northernmost island, Hokkaido, Niseko is famous for its world-class skiing and natural hot springs.
During the Covid-19 pandemic Japan closed its borders to tourists, but reopened them in June 2022 to chaperoned tours that required a visa for entry. That October, the country then lifted the rules entirely and saw a massive spike in visitors.
Japan is the fastest-growing global travel destination for Gen-Z and Millennials, according to the American Express Travel report.
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