These 10 Countries Are Surging In Popularity This Year: Which One Is Your Perfect Match?

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We at Travel Off Path love a good travel trend—especially when the data backs it up.

UNWTO’s newest World Tourism Barometer shows that 2025 is shaping up to be a banner year for several destinations, with surging arrivals.

Below, we break down the 10 hottest countries right now and who they’re perfect for—then point you to a quick quiz we built to match you with your best-fit pick.

Spoiler: there’s a dream trip here for every kind of traveler.

Japan — for food lovers and train nerds

Arrivals are up +21% as Japan keeps delivering bucket-list city breaks and culture-packed side trips. If you’ve already done Tokyo, our feature on Japan’s rising “second city” energy will make you want to split your time with Osaka—and ride that new coastal sleeper train while you’re at it.

Vietnam — for value seekers and island hoppers

Also +21%, Vietnam hits the sweet spot of affordability and “wow” factor—think lantern-lit Hoi An, limestone karsts, and island escapes like Phu Quoc. It’s been one of our go-to picks for travelers stretching their budget in 2025.

Morocco — for design lovers and culture chasers

With +19% growth, Morocco is having a moment—from Marrakech riads and rooftop sunsets to coastal cities like Tangier.

South Korea — for night owls and trendsetters

K-culture is fueling +15% growth. Seoul’s neon energy, late-night dining, and easy day trips make it a slam dunk for urban explorers who want cutting-edge style, cosmetics, and cafés with their sightseeing. (UN Tourism lists Korea among the year’s fastest risers.)

Malaysia — for rainforest trekkers and island dreamers

Up +9%, Malaysia blends buzzy Kuala Lumpur with orangutan country in Borneo and laid-back islands like Langkawi. It’s Southeast Asia’s “two trips in one”—city thrills plus wild nature—without the crowds you’ll find elsewhere.

Indonesia — for slow travelers and surf fans

Also +9%, Indonesia is far more than Bali. Think Komodo sailing, Java’s temple routes, and digital-nomad-friendly hubs beyond Canggu. If you want variety—volcano sunrises one week, empty beaches the next—this is your sandbox.

Mexico — for short-haul sunshine and foodie city breaks

With +7% growth, Mexico’s not just beaches; Mexico City, Guadalajara, and Merida are drawing travelers for museums, mezcal, and markets—plus wallet-friendly flight deals and flexible stays we’ve been tracking this year.

Netherlands — for cyclists and culture buffs

Arrivals up +7% and not just to Amsterdam. Utrecht’s canals, Rotterdam’s architecture, and North Sea dunes keep repeat visitors coming back—especially those who want museum-packed mornings and terrace-café afternoons.

France — for first-timers and romantics

The world’s most-visited country posted +5% growth (through May). Whether you’re chasing châteaux in the Loire, lavender in Provence, or wine-bar crawls in Paris, France still sets the bar for “classic Europe done right.”

Spain — for beach hoppers and tapas fans

Also +5%, Spain is winning with easy rail links, sun-sure coasts, and culture-rich cities. Mix Madrid’s galleries with Valencia’s futuristic architecture or hop the Balearics for that Mediterranean glow-up.

How To Pick Your Perfect Match

If two (or five!) of these are calling your name, you’re not alone. We built a quick, fun “Find Your Perfect Trending Country” quiz that weighs your travel style to match you with a top pick from this list. Take it after reading, then come back for planning tips.

Why These 10?

We anchored this list to countries UN Tourism flagged with the highest H1 2025 growth among large destinations—Japan, Vietnam, South Korea, Morocco, Mexico, Netherlands, Malaysia, Indonesia, plus global heavyweights France and Spain that also posted solid gains. It’s the clearest snapshot of where travelers are flocking right now.

Ready to find your match? Take our quiz, get your result in under a minute, and we’ll surface the best dates, neighborhoods, and quick-hit itineraries from our latest guides so you can start planning today.