DUBAI: Expedia has launched its Unpack ’25 report, offering a detailed look at the top travel trends for 2025, with a significant focus on UAE travellers for the first time.
This year’s report marks a major milestone for Expedia as it incorporates data from UAE residents, reflecting the company’s recent expansion into the region.
Based on insights gathered from 25,000 global travellers, including those from the UAE, alongside first-party data and the latest industry innovations, the report highlights six travel trends expected to shape next year’s vacation plans.
According to the report, trends such as Detour Destinations, Goods Getaways, and Set-Jetting will lead the way for travellers in 2025, with a particular emphasis on how UAE residents are contributing to and influencing these trends.
"Expedia continuously works to blend technology with travel, making journeys simpler and more enjoyable. The Unpack report is our opportunity to reflect on what travelers are seeking and how our partners are innovating,” said Rehan Asad, Vice President of Global Markets at Expedia. “From this year’s trends, I’m eager to visit some Detour Destinations for my next vacation.”
Here’s a breakdown of the top trends for 2025:
Detour Destinations
UAE travellers are seeking to venture off the beaten path, adding detours to their itineraries in search of lesser-known spots near popular destinations. These “Detour Destinations” are emerging as top picks for next year. Rather than sticking to major tourist hubs, travellers are increasingly drawn to nearby alternatives, offering both the allure of a new discovery and the convenience of proximity to familiar hotspots.
According to Expedia’s research, 49% of UAE travellers say they are likely to visit a Detour Destination on their next trip, favoring locations that are less crowded but still accessible.
Expedia compiled a list of the top trending Detour Destinations for 2025, based on a surge in travel searches, including:
- Reims, France (near Paris)
- Brescia, Italy (near Milan)
- Cozumel, Mexico (near Cancun)
- Santa Barbara, California, USA (near Los Angeles)
- Waikato, New Zealand (near Auckland)
- Girona, Spain (near Barcelona)
- Fukuoka, Japan (near Tokyo)
- Abu Dhabi, UAE (near Dubai)
- Krabi, Thailand (near Phuket)
- Canmore, Alberta, Canada (near Calgary)
These destinations are expected to provide a blend of cultural experiences and a chance to avoid the hustle of more heavily trafficked cities. As more travellers from the UAE look for relaxed yet enriching experiences, Detour Destinations are positioned to be among the most popular choices for 2025.
Goods Getaways
Inspired by viral trends on platforms like TikTok, travellers are increasingly planning trips around acquiring unique, crave-worthy goods. These “Goods Getaways” revolve around the hunt for specific products — whether it’s specialty skincare from Korea, artisanal butter from France, or Japanese confectionery. In the UAE, this trend is even more pronounced, with 78% of travellers indicating they choose their holiday destination based on obtaining items they cannot easily find at home.
This trend has evolved into what some are calling the "souven-era," as travellers prioritise experiences that allow them to bring home treasures. The demand for local, organic, and specialty products is rising, and travellers are seeking authentic items like Costa Rican coffee or New Zealand honey. The report further reveals that 60% of UAE women are specifically interested in mementos, choosing small but meaningful items to help them reminisce about their trips.
Set-Jetting
From binge-worthy streaming series to blockbuster movies, travellers are increasingly turning to entertainment for vacation inspiration. Known as “Set-Jetting,” this trend has grown in popularity since Expedia first identified it in 2022.
For 2025, 75 percent of UAE travellers report that their travel choices have been influenced by films, TV shows, or streaming content, with many opting to visit iconic locations seen on screen.
Expedia’s first-ever Set-Jetting Forecast for the UAE highlights the top entertainment-inspired destinations for next year, driven by both international and regional productions. For instance, Paris, popularised by shows like Emily in Paris and films such as John Wick: Chapter 4, remains a favourite among UAE travellers. Meanwhile, local productions like The Real Housewives of Dubai have also inspired trips closer to home. Other prominent destinations from the forecast include:
- Paris, France (inspired by Emily in Paris)
- Dubai, UAE (inspired by The Real Housewives of Dubai)
- Japan (inspired by Shogun)
- Thailand (inspired by The White Lotus)
- Madrid, Spain (inspired by Money Heist)
- Egypt (inspired by Tomb Raider)
- New York, USA (inspired by And Just Like That)
- South Korea (inspired by Squid Game)
The data shows that travellers from the UAE are particularly drawn to the excitement and glamour of entertainment-related destinations, with many planning trips to see the real-life counterparts of their favourite shows and movies.
All-Inclusive Era
The allure of all-inclusive resorts continues to rise, with UAE travellers leading the charge. In 2025, over 90 percent of UAE residents are likely to choose an all-inclusive stay for their vacation, appreciating the minimal stress and luxury associated with these types of resorts. For many, the perception of all-inclusives has shifted significantly, with 47 percent of travellers stating their views have improved. A majority now prefer these resorts for their ease of booking and the luxurious experience they offer.
Globally, Gen Z travellers are also flocking to all-inclusive resorts, driven by the desire for a hassle-free experience, luxurious amenities, and convenience.
Hotel Restaurant Renaissance
Hotels are increasingly becoming culinary destinations in their own right, with many opening critically acclaimed restaurants helmed by Michelin-starred chefs. UAE travellers are proving to be particularly adventurous when it comes to dining, with over half favouring hotels that offer gourmet dining experiences. Additionally, 40 percent of UAE travellers expressed excitement about hotels offering rotating seasonal menus instead of traditional a la carte options, reflecting a growing appetite for diverse and bold culinary experiences.
The Phenomena-List
Travellers continue to seek out awe-inspiring natural phenomena, with 2025 set to be another year for phenomena-driven vacations. The Northern Lights remain at the top of most travellers' wish lists, with 61 percent of global respondents hoping to witness this natural wonder. UAE travellers, in particular, have expressed a strong interest in flowering seasons (45 percent), including Japan’s cherry blossoms and vast flower fields (32 percent).
Other top phenomena expected to draw travellers in 2025 include:
- The Northern Lights in Lapland, Finland
- Synchronous fireflies in the Great Smoky Mountains, USA
- Bioluminescent plankton in Vero Beach, Florida
- The starling murmurations in Somerset, UK
- Volcanoes and lava fields in Reykjavík, Iceland
With UAE travellers showing growing interest in both adventurous and relaxing trips, 2025 promises to be a year of discovery, indulgence, and natural wonder.