After a decade of exploring, writing, and guiding travelers, I’ve noticed patterns: the destinations people flock to, the experiences they cherish, and how what was once fringe becomes mainstream. For 2025, Viator’s data reveals that travelers—especially those from the U.S.—are shifting toward authenticity, nature, and hands‑on experiences.
This isn’t just about seeing iconic sites—it’s about connecting, participating, and coming home changed. In this post, I’ll share the most exciting destinations trending now, and the must‑try activities that turn trips into memories.
What’s Driving Travel Choices in 2025
Before we go destination by destination, here are some strong currents shaping where everyone wants to go and what they want to do:
- Immersive Learning & Skills: Travelers want to cook local meals, craft local art, or learn traditional dance. Skills‑based tours are no longer optional add‑ons—they’re central.
- Nature & Wellness: From forest bathing to thermal hot springs, from stargazing far from light pollution to wildlife conservation, there’s high demand for healing and nature immersion.
- Cultural Intimacy over Mass Tourism: Small groups, off hours, local guides, rituals, music, and food as culture—these are becoming the markers of a premium travel experience.
- Longer Hauls with Deeper Roots: Yes, more people are flying farther. But they’re staying longer, branching out beyond main city centers, exploring secondary towns, or taking detours off the beaten path.
Top Trending Destinations in 2025 & Their Stand‑Out Activities
Here are some regions and cities that are buzzing right now—and experiences in each that deliver something memorable.
Japan — Kyoto, Osaka & Beyond
Why it’s hot:
- Rich blend of old and new—from centuries‑old temples and tea‑gardens to futuristic architecture and underground music scenes.
- Japan has eased many travel restrictions in recent years, and people are responding.
Must‑Try Activities:
- Stay overnight in a traditional ryokan with an onsen (hot spring) bath experience.
- Take a hands‑on cooking class making soba or wagashi (traditional sweets).
- Visit lesser‑known shrines early in the morning to catch them without crowds.
- Night photography walks (temple lanterns, city lights) combined with local food stalls.
Vietnam — Hanoi, Hoi An & Remote Highlands
Why it’s trending:
- Affordable but rich in culture, history, and nature.
- Many travelers seek both the dynamic cities and tranquil landscapes (rice terraces, remote villages).
Must‑Try Activities:
- Homestay in a highland village, participating in weaving or farming with locals.
- Street‑food tour at dawn in Hanoi, trying banh mi, pho, egg coffee.
- Boat trip through the karsts (e.g. Halong Bay or lesser‑known tributaries) at sunrise.
- Lantern‑making workshop in Hoi An, with evening lantern release festivals.
Portugal — Lisbon, Porto & The Coast
Why it’s hot:
- Great climate most of the year.
- Fusion of culture, relaxing coastlines, wine, and warm hospitality.
- It’s becoming easier to get authentic experiences away from the tourist hotspots.
Must‑Try Activities:
- Fado music evening in Lisbon in an intimate casa de fado.
- Wine‑and‑food pairing in Douro Valley farms or vineyards.
- Surf lessons + beach time along the Atlantic coast (Ericeira, Nazaré).
- Tile painting workshop (azulejos) in Porto or smaller towns.
United States — National Parks & Hidden Nature Gems
Why it’s trending:
- After years of international travel restrictions, many U.S. travelers are rediscovering domestic wild places.
- Demand for outdoor recreation, wellness, and scenic peace has risen.
Must‑Try Activities:
- Stargazing camps in dark‑sky parks (Utah, Arizona, Wyoming).
- Guided hikes with local naturalists to learn about flora, fauna, geology.
- Hot springs escapes (e.g. Montana, Oregon) combined with wellness retreats.
- Wildlife photography / birdwatching tours in remote parks.
Stand‑Out Viator Awarded Experiences Worth Considering
Here are several richly rated experiences (winner or highly ranked on Viator’s 2025 awards lists) that deliver on what people are now seeking:
- A cooking (or pastry/bakery) class where you work alongside local chefs rather than watching.
- Outdoor adventures: white‑water rafting, hiking scenic waterfalls, or canyon safaris.
- Small concert / performance with local musicians in historic settings—not a stadium, but a courtyard, rooftop, or old theater.
- Workshops that revive traditional crafts—pottery, textiles, weaving—that offer cultural context.
Tips for Getting the Most Out of These Trips
With a decade of travel under my belt, I’ve learned some practical things that turn good trips into great ones.
- Travel off‑peak: Early morning or shoulder months mean fewer crowds, more local interaction, lower prices.
- Book “less touristy” versions: e.g. take the lesser‑known trail, stay outside the city center, use local guides.
- Blend activity & rest: If you’re doing immersive and outdoors stuff, factor in downtime or recovery.
- Check reviews smartly: Not just quantity but detail—look for reviews that mention immersion, authenticity, local interaction.
- Mind sustainability: Choose experiences that respect environment and community—ethical wildlife, supporting local artisans, minimal waste.
Conclusion
2025 travel is about connection, curiosity, and depth. Whether it’s savoring handmade food in a small kitchen in Portugal, exploring the lantern‑lit streets of Hoi An, or rising at dawn in Utah for a sky full of stars—Viator’s trends are pointing clearly toward travel that transforms.
If you’re planning your next adventure, aim to not just see, but do. Not just visit, but live a few days in each place. The destinations listed here are more than hotspots; they are invitations to stories you’ll tell long after the trip ends.