Mabrian Analysis: Where is the World Traveling in 2025?

Southeast Asia, Southern Asia, and key destinations in Oceania, Africa, and the Americas are set to dominate international travel demand in the first half of 2025, according to the latest analysis by Mabrian, the global travel intelligence platform.

European cities like Madrid, Lisbon, and Rome are also expected to experience notable growth, signaling a dynamic year for global tourism.

The analysis, Mabrian’s Share of Searches Index, tracks inspirational travel demand by analyzing global flight search behavior, offering insights into market interest independent of confirmed bookings.

Mabrian’s analysis focused on international demand for travel to the top 20 airports in each region for the January–June 2025 period, covering 72.5 percent of global travel interest.

Asia’s tourism surge

Bangkok, Thailand.

Asian destinations are leading the growth in international travel interest. Southeast Asia, with hotspots like Bangkok, Phuket, Bali, and Hanoi, captures 13.5 percent of global demand, while Eastern Asia (Japan, South Korea, China) accounts for 12.6 percent. Southern Asia, home to India, the Maldives, and Sri Lanka, represents 6.5 percent of global searches.

“Asian regions show a powerful search trend for the first half of the year, stronger than other regions globally, indicating robust arrivals in the coming months,” says Carlos Cendra, Partner and Director of Marketing and Communications at Mabrian.

Specific destinations seeing significant surges include Bangkok, Tokyo, and Bali, with Sri Lanka’s Colombo and the Maldives also standing out.

Oceania’s comeback

Oceania, particularly Australia and New Zealand, marks a major post-pandemic recovery, with international demand rising to over 3 percent of global interest. Key cities like Sydney, Melbourne, and Auckland are seeing substantial growth.

“The Share of Searches Index highlights a positive outlook for Oceania as the region builds on its recovery momentum,” notes Cendra.

The Americas and Africa

Miami, Florida.

North America accounts for 5.6 percent of global demand, with Los Angeles, Miami, and Orlando showing strong interest. Latin America and the Caribbean follow, powered by hotspots like Cancun, Punta Cana, and Rio de Janeiro.

Sub-Saharan Africa is also on the rise, driven by South Africa’s Cape Town and Johannesburg, as well as iconic island destinations like Mauritius, Seychelles, and Cape Verde.

Europe: Steady demand

Although not among the fastest-growing regions, Europe remains a key player, accounting for 17.2 percent of global demand. Urban hubs like Madrid, Lisbon, and Rome — bolstered by events like Rome’s Jubilee Year — are expected to attract increasing arrivals.