Looking at the billions of kilometers tracked on Polarsteps over the past 12 months, clear trends in global travel patterns have been revealed. The USA experienced an unprecedented surge in international visitors, while increased visits to Japan, Indonesia, and Singapore have boosted Asia’s position. Although Europe maintained its status as the most visited region, some interesting new shifts in destination popularity have emerged. The only casualty has been Latin America, where security concerns and economic instability have dented visitor numbers.
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The surge in travel to the USA
A defining trend of the past year was the extraordinary growth of the United States as an international travel destination, especially among European travelers. In Germany and France, the USA cemented its spot at the top of the rankings, while in other markets, such as the Netherlands, it climbed by gaining more market share. And for the first time on record, the USA has reached the top spots for travelers from the UK, even surpassing Spain during the winter months. This shift is particularly notable, given that Spain has traditionally dominated British holiday preferences. The change suggests that the British are increasingly looking beyond European beach destinations, possibly influenced by concerns about overtourism in key destinations of Spain.
Looking forward, however, there might be clouds on the horizon for the US travel industry. Statistics from March 2025 showed a 10% drop in the relative number of Polarsteps travelers visiting the country compared to the same month in 2024. More troubling is the steep decline in the percentage of travelers planning steps in the USA for later in 2025. Nowhere is this more pronounced than in Canada, where the number of people planning trips to their southern neighbor has fallen by over 80% from its peak in early autumn last year. In the UK and the Netherlands, this figure has dropped by 66% and 30% respectively in the same period. In France, travel planning to the USA fell 30% in March alone.
Notable travel trends within the USA
New York remained the most-visited city for Europeans, particularly for British, German, and French travelers.
Los Angeles, Las Vegas, and Miami continued to attract high visitor numbers due to their entertainment, beaches, and shopping experiences.
Southwestern destinations such as Page (Arizona), Moab (Utah), and Kanab (Utah) saw growing interest, particularly among German and Dutch travelers drawn to road trips through the region’s famed national parks (Grand Canyon, Zion, Arches, Canyonlands, Bryce Canyon, and Capitol Reef).
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Asia’s continued rise
Offering a mix of affordability, cultural experiences, and adventure travel, Asia’s popularity remains intact. Thailand continues to sit in our top 10 list of the most-visited countries in the world, and in the past year, it firmly maintained its position as the most-visited Asian nation by European travelers. For US travelers, that title goes to Japan. In terms of major gains across all markets, Japan was also the big winner, followed closely by Singapore and Indonesia.
Notable travel trends within Asia
Japan saw some of the largest increases in global visitors, with Tokyo climbing in the rankings among European and American travelers alike. The country’s cultural appeal, natural beauty, and strong post-pandemic recovery helped it stand out.
Singapore made a massive jump in the rankings, becoming one of the top 15 most-visited cities for French and UK travelers. As a key gateway to Southeast Asia, Singapore benefited from increased flight availability and strategic tourism campaigns.
Indonesia, particularly Bali, continued to attract large numbers of French, German, Dutch, and British travelers, cementing its status as a leading destination for relaxation, wellness, and digital nomads.
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New Zealand approaching Australia’s popularity
With its stunning natural landscapes, outdoor adventure offerings, and cultural experiences, New Zealand has climbed the rankings in popularity. Similar attractions and the growing demand for multi-destination trips have also kept nearby Australia as a long-haul favorite.
Notable travel trends within Australia and New Zealand
New Zealand saw a notable rise in popularity for German and British travelers, with Auckland and Christchurch climbing the global city rankings.
Australia remained in the top 10 international destinations for British, French, German, and Dutch travelers, reflecting its continued appeal.
Sydney remained a top city for long-haul visitors, particularly among British and German travelers.
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Latin America faces a sharp decline in visitors
While North America, Asia, and Australasia thrived, Latin America experienced one of the steepest declines in global travel, with several major destinations losing visitors.
Notable travel trends in Latin America
Colombia saw a significant drop in visitors, particularly from Germany, France, and the UK, due to rising safety concerns.
Mexico and Argentina also saw declines, particularly among UK and US travelers, with economic instability and crime concerns affecting visitor confidence.
Ecuador’s political instability led to the largest decline among British travelers, dropping 21 places in its rankings.
Despite its stability, Costa Rica also saw a decrease in visitor numbers, falling nine places in the UK-based rankings.
The bright spot was Peru, which is rebounding from a rather tumultuous 2023.
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Europe holds its own
Europe remained the most-visited region overall — not just for European travelers but also for visitors from the USA. Over the past year, the top six international destinations for US travelers were all in Europe, reinforcing the region’s status as a global tourism powerhouse.
Notable travel trends within Europe
Spain, Italy, and France continued to be the most popular nations for travelers from both Europe and the USA.
The UK was the most-visited nation for US travelers. It also saw an impressive rebound in French tourism, becoming one of the biggest climbers in that market.
Eastern European destinations — such as Poland, Slovenia, and Albania — saw notable increases in visitor numbers, signaling a growing trend toward less traditional European getaways.
Looking forward
Looking ahead to the rest of 2025, it will be interesting to see how global travel patterns evolve in response to shifting preferences, economic factors, and new geopolitical realities. The only certainty is that travelers will continue to seek meaningful experiences — whether exploring nature, immersing themselves in diverse cultures, discovering emerging destinations, or pursuing adventure.
About Polarsteps
Recognized as one of Europe’s hottest scaleups, Polarsteps is the market-leading travel app that helps over 10 million travelers worldwide to plan, track, and relive their adventures in a beautiful and seamless way. Using pioneering technology and design, the all-in-one app builds itineraries, maps travelers’ paths across the globe in real-time, and provides a new way to share travel experiences. Headquartered in Amsterdam and powered by an international team of 70+ passionate travelers, we’re becoming the essential tool for modern-day explorers — before, during, and after their trips.
Our data
These travel trends are based on anonymized data from our community of 14+ million travelers, primarily from Europe. By tracking billions of kilometers of journeys each year, Polarsteps provides insights into how global travel patterns evolve. This data offers a unique perspective on destination popularity, travel preferences, and emerging trends worldwide.
Cover image: anthony heflin/Shutterstock.com
Written by
Matt Phillips
Head of Editorial and Internationalization at Polarsteps
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