- Global Summer Travel demand in 2025 is steady despite turmoil.
- Americans now prefer to travel closer to home, with domestic bookings up.
- International hotspots like Europe and Mexico see fewer US travelers.
- “Coolcations” in cooler climates and cultural hubs are in.
- Latin Americans hit local destinations—Mexico travel soars.
- Europe’s summer hotspots thrive, but cool locations race ahead.
- Middle East and Asia Pacific enjoy year-round growth and some eyebrow-raising stats.
- Data based on Sojern’s research, pulled April 2025.
2025 in Review: Who’s Running From the Heat and Who’s Staying Home
Another summer, another round of “please no” headlines. The world is still an unpredictable mess, but that doesn’t stop people from grabbing a suitcase and hitting the road—unless, of course, they just want to escape politics, rising prices, or their families. According to Sojern, the hospitality marketing platform with more data than a weather app, 2025’s Global Summer Travel scene is less about chasing endless sunshine and more about keeping cool, diving into local culture, and not straying too far from the nearest fast food joint.
Travel demand this year looks about the same as in 2024, meaning the urge to run off for summer isn’t dead. But the destinations are shifting, thanks to the usual suspects: politics, climate, and the fact that airline food isn’t getting any better.
American travelers, always predictable, embrace the concept of “stay-close-so-I-can-complain-about-the-heat-at-home.” Domestic US flight bookings are up 2%. Jolting, right? Meanwhile, fewer folks risk transatlantic or south-of-the-border mishaps: bookings to Europe and the Caribbean are down, and Mexico took a solid 9% drop. The US is hosting a major international football tournament (yes, that football), so big cities like New York, LA, and Miami are bracing for an influx of rowdy fans and overpriced pizza.
Surprisingly, when Americans do venture out, their top picks for global summer travel are not shocking: the UK (8.8%), Mexico (7.8%), and Italy (7.2%). Canadians are in an existential crisis, with travel to the US plummeting and Mexican escapes leaping by up to 25%. Airfares to Canada dropped, which might sound good, but usually means no one wants to go.
Coolcations, Cultural Stops, and the Local Boom
This summer, people are fed up with heatstroke. Europe’s traditional beach favorites—Spain, France, and Portugal—still draw big crowds. But the real winners in the global summer travel game are countries like Iceland, Norway, and Estonia. Iceland has a 17% flight booking surge; Estonia beats that with 32%. Travelers now look for jacket weather and the chance to eat reindeer instead of fighting for sun loungers.
Major European events—Coldplay’s concerts, another dubious Oasis reunion, and the inevitable Instagram onslaught from Glastonbury—fuel the travel fire. London runs the show, with 75% of UK inbound bookings ending there. Riding the Olympic wave, Paris shows no sign of cooling down, while Italy’s Jubilee Year keeps Rome jammed with selfie sticks.
Let’s talk about Latin America: Mexico’s domestic bookings are up 15%, so apparently even locals can’t get enough of Cancun (55%) or Mexico City tacos. The US remains Mexico’s primary international market—nothing new there. Further south, Peru’s Machu Picchu is still calling out with a 7% rise, while Brazil is winning: a 1.5 million international arrivals hit in January, and hotel interest up 17%.
Then there’s the Middle East and Asia Pacific. UAE’s inbound flights grew 4%, and hotel bookings increased 20%. Singapore, Thailand, and Australia all posted increases, mostly from nearby countries. Australians are packing their bags, with New Zealanders leading the charge (up 14.6%) and the US following behind (up 9%).
Not to be dramatic, but East Asian travelers are reworking their bucket lists. Jeju Island is losing ground to Shanghai, Taiwan, and Bangkok, with Jeju’s share dropping from 25% to 14.6% in a single year. That’s enough to make even the most seasoned travel blogger reconsider their Instagram strategy.
Key Trends for Global Summer Travel, Courtesy of Sojern
- Domestic travel in the US is up, international trips are sinking.
- Major cities with sports events expect sheer chaos (and more hotel room headaches).
- Europeans are on a quest for cool air and live music.
- Mexico and Brazil see domestic surges.
- Eastern Asia? The new playground: Shanghai, Taiwan, and Bangkok.
- Australia and Singapore are on the rise, just like their hotel prices.
Want more numbers or to pretend you care about “strategic marketing insight”? Check out Sojern’s official data drop here.
*Sojern data pulled as of the week commencing April 21, 2025.
