Italy, United States, Spain, Turkey, Germany Continue to Lead Global Travel Trends, With Strong Demand for Business and Leisure Travel in 2025

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Italy and the United States are at the forefront of travel bookings for 2025, reflecting an increasing demand driven by significant global events planned for 2026. Both countries, known for their rich history, diverse landscapes, and exciting urban experiences, have become key destinations for travelers worldwide. The latest data from Emerging Travel Group (ETG), which oversees platforms like RateHawk, ZenHotels, and Roundtrip, reveals a surge in bookings to these iconic locations. With major international events such as the Winter Olympics in Italy and the 2026 FIFA World Cup in the USA, the appeal of these nations continues to grow, making them the go-to places for travelers in 2025 and beyond.

Italy’s enduring allure is clear. Known for its stunning cities, ancient landmarks, and delicious cuisine, the country remains a top choice for leisure and business travelers alike. On the other hand, the United States stands as a diverse and vibrant destination, offering everything from iconic cityscapes to thrilling entertainment hubs. According to ETG, Italy topped the list as the most booked destination, with the United States following closely behind. These countries are poised for even greater popularity as 2026 events approach, which will attract global visitors and further solidify their positions as the world’s most desired destinations.

The Rising Popularity of Italy for 2025 Bookings

Italy, with its timeless beauty and rich cultural heritage, is an irresistible destination for all types of travelers. Whether you’re wandering through the streets of Rome, relaxing in the tranquil countryside of Tuscany, or exploring the canals of Venice, Italy offers something for everyone. According to the latest ETG data, Italy is the leading destination in terms of 2025 bookings, with a significant increase in demand. The growing interest in Italy is directly linked to the major events scheduled for 2026, including the Winter Olympics in Milan-Cortina. The event is already contributing to a 13% increase in bookings compared to the previous year.

Italy’s appeal as a travel hotspot is undeniable. Its cities—Rome, Florence, and Venice—are famous for their history, art, and architecture. The country’s stunning landscapes, including the Amalfi Coast, Tuscany, and the Dolomites, offer travelers a chance to unwind amidst picturesque surroundings. For many, the allure of Italy is also rooted in its world-renowned food and wine culture. Italy’s tourism industry continues to thrive, with travelers keen to experience its offerings, from luxurious stays in historic hotels to culinary tours and cultural experiences. The rich history of cities like Rome, Florence, and Venice continues to draw visitors who are looking for more than just a holiday; they want to be immersed in centuries of history, art, and culture.

The United States: A Leading Destination for 2025 Travel

The United States ranks second on ETG’s list of most booked destinations for 2025, following Italy closely. From the bustling streets of New York City to the glitzy entertainment capital of Las Vegas, the USA offers a vast array of travel experiences. The United States is synonymous with diversity, from its vibrant urban landscapes to its stunning national parks and coastal regions. Major cities such as New York, Los Angeles, and Orlando are popular with individual travelers booking leisure trips, while corporate clients continue to book business trips to key cities like New York and Washington, D.C.

The demand for US-bound travel has risen significantly, and this trend is expected to continue, thanks to the upcoming 2026 FIFA World Cup, which will be hosted jointly by the United States, Mexico, and Canada. This major sporting event is expected to drive an additional surge in tourism to the US. As such, the country is already seeing a 14% increase in bookings compared to the previous year, a trend likely to accelerate as the event approaches.

For leisure travelers, the United States offers everything from world-class entertainment in Las Vegas to cultural explorations in cities like Washington, D.C. and New York. Additionally, Orlando, famous for its theme parks, remains a perennial favorite for families. The United States’ vast landscapes, from the Grand Canyon to the beaches of Hawaii, also draw nature enthusiasts, while those interested in culture and history flock to iconic landmarks like the Statue of Liberty and the White House.

Spain and Turkey: Other Top Destinations for 2025

While Italy and the United States dominate the 2025 booking trends, other European destinations, such as Spain and Turkey, continue to attract travelers looking for vibrant beach holidays and cultural experiences. Spain remains a top choice, with cities like Barcelona and Madrid offering a combination of beach relaxation and cultural exploration. According to ETG, Spain ranks third in terms of overall bookings, with a focus on beach holidays in destinations like Alicante and Barcelona, as well as cultural trips in Madrid. Spain’s strong tourism sector is buoyed by its consistent appeal to travelers seeking both sun and culture.

Turkey, particularly popular for its coastal resorts like Antalya, ranks high in the booking trends as well. Known for its rich history, stunning beaches, and welcoming hospitality, Turkey continues to draw in tourists who are looking for both relaxation and adventure. Istanbul and Ankara, the country’s cultural and political centers, remain popular for city holidays, while Antalya continues to attract those seeking luxury beach vacations.

Business Travel: The United States and Italy Lead the Way

The United States and Italy also stand out as key destinations for corporate travel. According to ETG’s data, corporate clients using the Roundtrip platform are increasingly choosing these countries for business trips, with the United States and Italy topping the list. In particular, business travel to Italy has risen as the country prepares for major international events, and with the US hosting a global event like the 2026 FIFA World Cup, it is clear that business travelers will be flocking to these destinations in greater numbers.

Italy’s appeal as a business travel destination is rooted in its status as a global hub for industries such as fashion, design, and automotive. Milan, in particular, is known for its thriving fashion scene and is also home to many international business events and conferences. Similarly, the United States has long been a leader in business tourism, with key cities like New York, Washington, D.C., and San Francisco acting as magnets for corporate events, conferences, and meetings.

Average Daily Rates and Accommodation Preferences

In terms of accommodation, the data from ETG reveals that Italy, Spain, the United States, and Turkey all show strong preferences for high-end stays. Italy recorded the highest average daily rate (ADR) at $260, followed by Spain ($243), the United States ($235), Turkey ($224), and Germany ($166). This reflects the growing demand for luxury accommodations, with travelers opting for upper-upscale hotels in popular destinations. In Italy, 51% of bookings were made for four- and five-star hotels, indicating the country’s appeal to high-end travelers. Spain followed closely behind, with 49% of bookings made at similar accommodations, while Turkey recorded 47%. The United States and Germany rounded out the list, with 33% and 35% of bookings, respectively, made at upscale hotels.

A Bright Future for Travel to Italy and the United States

The rising demand for travel to Italy and the United States in 2025 is a clear indication of the enduring appeal of these two countries. With major events like the Winter Olympics in Italy and the 2026 FIFA World Cup in the United States on the horizon, both destinations are set to continue their upward trend in bookings. Whether it’s the cultural richness of Italy or the diverse travel experiences offered by the United States, these countries remain at the top of every traveler’s list. With their combination of luxury accommodations, iconic landmarks, and exciting events, Italy and the United States will undoubtedly dominate the global tourism landscape in the years to come.