The 10 Most Popular Travel Destinations Everyone Is Visiting (and Why) in 2024

As the calendar flips to a new year, the wanderlust begins anew, and Expedia has just unveiled its Unpack '24 report, shedding light on the most anticipated travel trends for 2024. Drawing insights from extensive first-party travel data across Expedia, Hotels.com, and Vrbo, the report anticipates the pulse of the travel landscape, giving eager globetrotters a sneak peek into the upcoming adventures that will define the year ahead. Here are the ten destinations that are expected to be the most frequented in 2024.

The top 10 expected travel destinations of 2024

In the realm of travel inspiration, the influence of TV shows and movies has reached unprecedented heights. The phenomenon of set-jetting, where travelers plan their trips based on the locations depicted in their favorite on-screen narratives, has become a powerful motivator. People aren't looking to save money on traveling as much as they are trying to travel to memorable locations.

Expedia's data highlights that more than half of travelers have researched or booked a trip inspired by a destination seen on TV or in a movie. TV shows carry more sway over travel decisions than popular platforms like Instagram, TikTok, and podcasts combined as streaming has helped many of these shows become more popular than their big-screen counterparts in recent years. 

For 2024, set-jetting is poised to play a pivotal role, with specific destinations stealing the spotlight. Here are the top set-jetting destinations for 2024:

• Thailand: This destination is going to be heavily featured in The White Lotus, season 3. 
• Romania: One of the main filming locations for Wednesday, season 2.
• Malta: The picturesque backdrop for Gladiator 2 that people have been waiting on for years.
• Paris: This city will ride the wave of popularity from Emily in Paris, season 4, combined with hosting the Summer Olympics in 2024.
• Scottish Highlands: These highlands will continue to be immortalized in Outlander, season 8.
• London, Bath, and Windsor, UK: A blend of historical charm depicted in various series and movies alike, including the Bridgerton shows with season 3 of the main series coming in 2024.
• South Korea: Following the success of Squid Game, there is a season 2 on the way as well as a reality show that is out now. 
• Florida Keys: The keys are showcased in the upcoming series Bad Monkey.
• Australia: Various locations in the country are featured in Baz Luhrmann’s Faraway Downs series and the film Furiosa. 
• Greece: Alwyas a popular travel destination during the summer, the locations are also seen in the films Argylle and My Big Fat Greek Wedding 3.

Each destination has a unique allure, fueled by its on-screen representation, creating a magnetic draw for travelers seeking to step into the cinematic realms they adore. While the locations are majestic, they aren't all cheap to get to. You might need to find a way to keep more money in your bank account to save up for some of these locations, or you could start with the countries where the U.S. dollar goes the furthest.

2024 Should bring an increased amount of travel

In the quest for novel reasons to travel, traditional celebrations take a back seat as "puppy moons" and "first-date anniversaries" come to the forefront. Vrbo's research indicates that a third of respondents plan to embark on more trips in 2024, and a diverse array of motivations fuels these journeys. 

Beyond the typical girls' weekends and college reunions, work-related occasions emerge as unexpected trip catalysts. Retirements, new job acquisitions, and promotions are celebrated with weekend getaways, adding a new dimension to travel festivities.

Is AI going to drive your future travel destinations?

In 2023, generative AI took its initial steps into the mainstream. Chatbots and image generators captured users’ fascination, showcasing the capabilities of this burgeoning technology. Now, in 2024, Expedia Group predicts the rise of a new generation of travelers — Generation of Generative AI travelers, or the Gen Gen AI. This generation will fully embrace generative AI throughout their travel journey, leveraging technology to enhance their experiences.

Expedia Group has been at the forefront of adopting AI innovations, incorporating the popular ChatGPT conversational AI functionality into the Expedia app. The data from a global survey conducted by Expedia Group reveals that half of travelers are curious to explore the potential of AI in planning their trips. 

The use of AI doesn't stop at getting help in finding a destination, though. Nearly 40% express a willingness to use AI to find accommodations, while a third would rely on it for comparing flight options or seeking travel inspiration. Additionally, 35% of respondents are open to using AI to discover activities and things to do during their travels.

As technology continues to weave its influence into the fabric of travel, the Gen Gen AI generation is poised to redefine how we plan, experience, and reminisce about our journeys. More and more people in the future are likely to follow the crowd, as told to them by AI tools, instead of planning out specific locations themselves. 

Bottom line

The Unpack '24 report from Expedia sets the stage for an exciting year of travel, guided by the fusion of cinematic allure, unconventional celebrations, and the integration of cutting-edge technology. As globetrotters prepare to unfurl their maps and embark on adventures, the destinations of 2024 beckon with promises of unforgettable experiences shaped by the narratives that have captured our hearts on the big and small screen alike.

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