Today, Expedia unveiled Unpack ’25, the annual data-driven outlook for what’s motivating travelers and where they will go next year. This is Expedia’s first Unpack report that includes data from UAE residents following its expansion plans to the region.  

Expedia analyzed first-party travel data, insights from 25,000 travelers, and the latest industry innovation to “unpack” the six noteworthy travel trends for 2025. Expedia has identified Detour Destinations, Goods Getaways and Set-Jetting as the leading travel trends for the coming year, with additional trends also expected to impact the way we travel in 2025.  

“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.” 

1. Expedia – Detour Destinations:  

Next year, travelers from the UAE and beyond, are not only visiting the tried-and-true tourist destinations – they are adding detours. Expedia’s destinations of the year are near popular hotspots, making them ideal day trips while also being attractive as main attractions. In the hunt for the less crowded and less well-known, 49% of UAE travelers say they are likely to visit a Detour Destination on their next trip*¹.  

Expedia compiled the 10 trending Detour Destinations for 2025 based on an increase in searches:¹ 

• Reims, France (detour from Paris) 

• Brescia, Italy (detour from Milan)  

• Cozumel, Mexico (detour from Cancun) 

• Santa Barbara, California, USA (detour from Los Angeles)  

• Waikato, New Zealand (detour from Auckland)  

• Girona, Spain (detour from Barcelona)  

• Fukuoka, Japan (detour from Tokyo)  

• Abu Dhabi, UAE (detour from Dubai) 

• Krabi, Thailand (detour from Phuket)  

• Canmore, Alberta, Canada (detour from Calgary) 

Find out more about the Detour Destinations here. 

2. Expedia – Goods Getaways: 

 TikTok has inspired travelers to take trips in search of craveable (and share-worthy) specialty goods. Whether they are viral skincare products from Korea, butter from France, or Japanese candy, travelers are making extra space in their carry-ons for unique treasures, even creating entire trips around getting the goods. 

When going on vacation, 78% of UAE travelers chose a holiday destination based on getting an item they cannot find locally.* They also opted for more organic and homegrown essentials such as coffee from Costa Rica or sweet honey from New Zealand. While the report also shows that UAE women (60%) seek out small mementos to reminisce on their trips later on. 

Enter a new souven-era and explore more Goods Getaways here. 

3. 2025 Set-Jetting Forecast:  

From binge-worthy streaming shows to thrilling movies, travelers keep turning to the screen for trip inspiration. Since Expedia identified Set-Jetting as a travel behavior in 2022, the trend continues to grow. Three-quarters of UAE travelers say movies, streaming services and TV shows have influenced their travel choices. Documentaries about competitive sports and nature lead the way, with 27% of UAE travelers taking travel inspiration from them. 

For the first time in the UAE, Expedia compiled the Set-Jetting Forecast to reveal what entertainment-inspired destinations travelers will head to in 2025. Paris, inspired by Emily in Paris and John Wick: Chapter 4 was a standout for UAE travelers. While local productions in Dubai and Saudi Arabia, with shows like Real Housewives of Dubai and others, followed closely after Paris for travelers:² 
 

• Paris inspired by “Emily in Paris” 

• Dubai inspired by “The Real Housewives of Dubai” 

• Japan inspired by “Shogun” 

• Thailand inspired by “The White Lotus” 

• Madrid inspired by “Money Heist (La Casa de Papel)” 

• Egypt inspired by “Tomb Raider” 

• New York inspired by “And Just Like That (Sex and the City)” 

• South Korea inspired by “Squid Game” 

Learn more about the destinations in the 2025 Set-Jetting Forecast here. 

UAE Travelers In 2025: Maximizing Their Trips 

UAE travelers have become wiser and more conscious of the time spent on their trips. The upcoming year is no different with more travel trends tied directly to prioritizing ease with maximum relaxation during their trips, these include: 

• All-Inclusive Era  

All-inclusive resorts are far more than families looking for fun in the sun by the pool. Today’s all-inclusives are attracting Gen-Zers from across the world and similarly, UAE residents, who are looking for stress-free stays and a good deal. In the UAE, over 90% of travelers are likely to stay in an all-inclusive resort in 2025. 47% say their perception of all-inclusive hotels has changed for the better, and over half agree that an all-inclusive resort would be their preferred hotel choice. 

The top three reasons Gen Z globally is embracing their All-Inclusive Era are minimal stress (41%), ease of booking (39%), and because staying at all-inclusive hotels feels luxurious (38%).  

• Hotel Restaurant Renaissance 

When booking hotels, travelers are not just making room reservations — they are making dinner reservations, too. Hotels around the world have opened critically acclaimed restaurants featuring Michelin-starred chefs and rotating seasonal menus to attract guests.  

More than half of UAE travelers to global destinations prefer hotels with room service from a famous restaurant in their hotel. Local residents have proven to be bold and daring with their dining choices, as over 40% are looking forward to menus that have a seasonal rotation instead of a la carte.  
 

• The Phenomena-List:  

2024 saw droves of travelers head out to catch a glimpse of the total solar eclipse, proving people will travel great distances to see natural phenomena in real life. Trips to visit phenomenally captivating areas will continue to trend in 2025, with global survey data revealing that the Northern Lights (61%) are the top phenomenon travelers want to see, followed by geological phenomena (30%) like volcanos, geysers and hot springs. Phenomena-seekers from the UAE are particularly interested in flowering seasons (45%), such as cherry blossoms and flower fields (32%).  

These are some of the natural phenomena that travelers will want a front-row seat to in 2025: 

• International Dark Sky Park – Arches National Park, Utah 

• Synchronous firefly season – Great Smoky Mountains, Gatlinburg, TN 

• Penguin parade – Phillip Island near Melbourne, Australia 

• Bioluminescent plankton – Vero Beach, Florida 

• “Black Sun” starlings’ migration – Wadden Sea National Park, Denmark  

• Ballet of Japanese cranes – Hokkaido, Japan  

• Highest tides in the world, walk on the ocean floor – Bay of Fundy, Canada 

• Starling murmurations – Somerset, U.K.  

• Volcanoes, lava fields and black sand beaches – Reykjavík, Iceland 

• Northern Lights – Lapland region, Finland 
   

To learn more about the travel trends in Unpack ’25, visit Expedia.ae/unpack-travel-trends. Visit http://www.expedia.ae/newsroom for Unpack ’25 assets and more news from Expedia. 

Notes to the editor (results from international surveys/data below):

All-Inclusive Era resorts around the world: 

• AVA Resort – Cancun, Mexico  

• Alpinresort ValSaa – Sport & Spa – Saalbach, Austria  

• Secrets Playa Blanca – Costa Mujeres, Mexico 

• Royalton CHIC Antigua – Saint John’s, Antigua 

• Hotel Riu Palace Mauritius – Le Morne, Mauritius 

• Dreams Sapphire Resort & Spa – Puerto Moreles, Mexico 

Hotel Restaurant Renaissance hotels with notable dining experiences: 

• Hotel del Coronado – Coronado, California 
  The grand opening of the world-famous Nobu restaurant at the Hotel del Coronado is scheduled for next year. 

• Susana Balbo Winemaker’s House – Chacras de Coria, Argentina 
  Argentinian winemaker Susana Balbo gives wine pairings at this boutique hotel near Mendoza. 

• ROMEO Napoli – Naples, Italy 
  Michelin-star winner Alain Ducasse appointed upcomer Alessandro Lucassino as the new executive chef for Il Ristorante Alain Ducasse. 

The Phenomena-List 
The best times of year to experience the Phenomena-List destinations for peak viewing: 

• April–May or Sept.–Oct.: International Dark Sky Park – Arches National Park, Utah 

• May–June: Synchronous firefly season – Great Smoky Mountains, Gatlinburg, TN 

• Year-round: Penguin parade – Phillip Island near Melbourne, Australia 

• July–Sept.: Bioluminescent plankton – Vero Beach, Florida 

• Feb.–mid-April and Aug.–Dec.: “Black Sun” starlings’ migration – Wadden Sea National Park, Denmark 

• Feb.– March: Ballet of Japanese cranes – Hokkaido, Japan 

• Year-round; for peak tides, visit during a full moon cycle: Highest tides in the world, walk on the ocean floor – Bay of Fundy, Canada 

• Dec.–Jan.: Starling murmurations – Somerset, U.K. 

• June–Aug.: Volcanoes, lava fields and black sand beaches – Reykjavík, Iceland 

• End of Aug.–April: Northern Lights – Lapland region, Finland 
   

2025 Set-Jetting Forecast: 

• Interest in Dubai increased more than 30% year-over-year on Expedia after “The Real Housewives of Dubai” aired.  

• The U.K. remains a top Set-Jetting destination with hundreds of “Bridgerton,” “Harry Potter,” “Game of Thrones” and “Outlander”-themed tours available to book on Expedia. 

• Hotels featured in “The Real Housewives of Dubai” include: Atlantis, The Palm, ME Dubai by Meliá, Palazzo Versace, and Raffles The Palm 

• New York City hotels featured in “And Just Like That” include: Baccarat Hotel and Residences and The Mark 

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*Methodology 
Third-party research was commissioned by Expedia Group and conducted by market research firm OnePoll, in accordance with the Market Research Society’s code of conduct. The study was conducted among 25,000 respondents across 19 countries, among adults who have traveled for leisure or plan to in the next three years. UAE data based on 1,000 respondents. 

¹ Date range Sept. 1, 2023 – Aug. 31, 2024 
² Based on Expedia travel data comparing release dates to 90 days after in 2023, to the same dates in 2022.