It’s time to whip out the crystal ball and make a few travel predictions for the new year.
There’s a lot of talk about sustainable travel, going flight free, overtourism protests and increasing tourist taxes, but holidaymakers remain pretty consistent in what they want, and the favourite destinations don’t vary much from year to year.
Of course, it all depends on where you’re travelling from, but most of us are looking for a balance of ease of access, good weather (either hotter or colder than at home!) and simply a change of scene.
For UK based travellers, Europe remains the most likely choice, so we’ve taken a look at the UN Tourism and IATA statistics for the most popular European destinations in 2024, and playing a guessing game of Higher or Lower in 2025.
Side note: If you love statistics and are interested in watching the ebb and flow of travellers in almost real-time, check out the UN’s Tourism Recovery Tracker.
Launched during the Covid pandemic, it’s absolutely fascinating for number-crunchers and the curious.
Spain
With tourist income up 36%, Spain remains one of the most popular holiday destinations in Europe.
With local protests, changes in data collection laws, alcohol bans and increasing restrictions on short-term visitors, it may be facing a backlash.
But it continues to be one of the safest places to visit, offering great value, a rich culture, fantastic beaches, mountains, and national parks as well as fabulous food and drink.
Our prediction: Down in 2025, but still a hot favourite.
United Kingdom
Up an impressive 46% in 2024, the UK’s attraction holds firm, and has seen a continued upswing in stay-at-home holidaymakers too.
The weather is unpredictable, but history and countryside win out time and time again.
There are rumblings about overtourism in some beauty spots and the introduction of a few tourist taxes, but it’s still a great place to visit.
Just pick less well-known places for your stay – there’s more to life here than London and the Lake District!
Our prediction: Holding steady in 2025.
France
We were part of the country’s 27% jump in tourist income this year, with a quick trip to Normandy.
France has everything, great food, wonderful scenery, castles, vineyards, and distinct and lovely seasons.
Political shenanigans aside, it’s a welcoming and accessible country – as long as you make at least an attempt to speak the language!
From the Riviera to the Alps, Normandy to Nice, it has something for everyone.
Our prediction: Holding steady in 2025.
Portugal
A rise of 51% in tourism money makes Portugal one to watch.
Its stunning coastline, beautiful cities, and vibrant lifestyle make it a must-visit location.
It’s definitely on our list, although we’re torn between the northern Douro region around Porto, or the soft southern climate of The Algarve.
Our prediction: Up in 2025 and may even overtake France.
Albania
Here’s a surprise – a 77% rise in international arrivals in 2024.
Unspoiled scenery, a rich history and a warm welcome from locals add to its attractions.
And it’s attractive for the budget-conscious traveller, with food, drink, accommodation and transport a lot cheaper than many other European countries.
Our prediction: Continuing to rise in 2025.
Serbia
A 99% rise is easier to achieve from a low base, but Serbia’s doing well, trading on its rich cultural heritage and growing gastronomic scene.
Its natural beauty has huge appeal for lovers of the great outdoors, and it provides great value for money. Another plus for UK based travellers is that it is not in the EU Schengen area, so we can visit without a visa for up to 90 days in any six-month period.
Our prediction: Continuing to do well, but falling outside the top list in 2025.
Andorra
Small but mighty Andorra is for outdoor enthusiasts, adventure seekers, skiers and hikers.
And that’s a great target audience, fuelling a 36% rise in tourist arrivals.
Winter sports are what it is best known for, but in the summer it’s perfect for cycling, white water rafting and zip-lining.
Our prediction: The great outdoors is always a winner, so holding steady in 2025.
Romania
Romania enters the EU Schengen area in 2025. Pork Belly fell in love with the country when he was taking aid to the Maramureș area in the post-Ceaușescu days.
In 2024, it showed a 61% rise in receipts from international travellers.
Recent marketing campaigns have focussed on Romania’s stunning scenery and rich culture, attracting high spending tourists.
Our prediction: It won’t rival the sun, sand and sangria attractions of Spain, but deserves to hold on to its place as a rising star. And maybe Pork Belly will get the chance to return.
So where will you be heading?
Inflation and geopolitical unrest persist throughout the world, and there’s no denying some European destinations will suffer.
And the overtourism row rumbles on.
But with the right mix of mindfulness and courtesy, there’s no reason why we can’t carry on travelling next year.
And check out our Travel Shop for some good deals.
Where to next?
• Is Spain the least friendly tourist destination?
• Never mind the booze, feel the culture
• Are tourists ruining tourism?