Brisbane makes top 10 list of trending global destinations for 2025

Brisbane makes top 10 list of trending global destinations for 2025
Edited by Travel Weekly


Brisbane has made the list of the top 10 trending destinations globally for 2025 – the only city in Australia to do so.

Among other top-ranked destinations were Brittany in France, Franschhoek, South Africa and Koh Samui, Thailand.

The annual Trending Destinations list by American Express showcases 10 must-visit vacation spots from around the world, selected based on global American Express Card Member travel bookings, expertise from Amex Travel’s global network of Travel Consultants, and demand driven by Millennial and Gen Z travellers.

The 2025 list includes destinations known for having great restaurants and an active nightlife, and Brisbane certainly has vibrant dining and nightlife options, AmEx said, including upcoming creative and culinary spectacular, Night Feast as well as Melt Festival.

“It’s not surprising Queensland’s thriving capital, Brisbane is among the global top 10 places to visit,” Queensland Tourism and Sport Minister Michael Healy told Travel Weekly.

“Brisbane is a vibrant and exciting city with adventure at every turn from the acclaimed restaurants to the high-octane outdoor activities to be enjoyed on Brisbane’s iconic river. There’s something for everyone in this bustling yet relaxed metropolis.

“Known for its unique blend of culture, natural beauty and laidback lifestyle, Brisbane offers up a thriving arts and cultural scene with world class theatres, museums and art galleries.

“It is also Australia’s sporting capital with major events such as the NRL’s Magic Round and the Brisbane International and as the soon-to-be Olympic host city, with the Games heading our way in 2032.

“We can’t wait to keep welcoming you back to Brisbane, time and time again.”

Trending hotel destinations

Among this year’s Trending Destinations are Hotel Collection properties including Hotel X Brisbane Fortitude Valley.

“We want our Card Members to experience all that travel has to offer,” American Express Travel president Audrey Hendley said.

“Through our global travel expertise, guides like our annual Trending Destinations list and our lodging programs like The Hotel Collection, we help our Card Members plan all types of trips and inspire them to explore new places.

“This year, we’ve added more than 300 new properties in top destinations to The Hotel Collection, so Card Members have even more options for where to stay when they get there.”

Hotel X.

The complete list of the 2025 Trending Destinations includes: 

Brisbane, Australia – Located between the Gold and Sunshine Coasts, Brisbane offers excellent museums as well as vibrant dining and nightlife.

Brittany, France – Distinctive culture, coastal scenery and miles of seaside walking paths like the GR34 trail top the list of reasons to visit the Brittany region.

Franschhoek, South Africa – Franschhoek, the mountain-ringed gem in the Cape Winelands region, is an ideal add-on to a safari vacation with nearly 50 wineries, farm-to-table restaurants and hiking.

Koh Samui, Thailand – 228sq km Koh Samui offers a dreamy combo of lush jungle, white sand beaches, and turquoise waters, perfect for active travellers or those looking to relax. The island will be featured on a popular TV show scheduled to air next year and is sure to inspire set-jetting travellers.

Macau, China – Though The Historic Centre of Macau enjoys UNESCO World Heritage status, and the local Cantonese-Portuguese fusion cuisine is a must-try for foodies, the supersized casinos are the reason this densely populated peninsula, known as the “Las Vegas of the East,” boasts a number of award-winning restaurants.

Moab, Utah, US – As the gateway to Utah’s “Mighty Five” national parks, Moab is a perfect starting point to explore the American Southwest. Travellers come for world-class rafting, mountain biking, and canyon hiking – or simply to bask in the red rock scenery.

Nikko, Japan – This tucked away mountain retreat in mostly rural Tochigi prefecture blends elements of Kyoto and Mt. Fuji, with photogenic waterfalls and abundant hiking trails.

Paros, Greece – Laid-back Paros has become the Greek island of choice for many with a vibrant cultural scene and rocky coastline studded with beaches, secluded coves, and sea caves.

Sao Paulo, Brazil – This multi-ethnic city is one of the great cultural destinations of South America and home to rich architectural heritage and some of the continent’s best museums, street art, and homegrown fashion.

Sun Valley, Idaho, US – With fewer crowds than other Western ski resorts, Sun Valley appeals to premium travellers and everyday outdoor enthusiasts alike. During the summer months travellers can enjoy trout fishing, whitewater rafting, mountain biking and more.

Silver Beach, Koh Samui, Thailand. Photo: (iStock/tawatchaiprakobkit)

Millennial and Gen Z more likely to book rooms with rewards

The study conducted by American Express found that 72 per cent of Millennial and Gen Z travellers are more likely to book hotels that offer credit card rewards and 70 per cent are interested in a credit card with a collection of hotel benefits across the world.

Five of this year’s Trending Destinations are home to Hotel Collection properties including:

Hotel X Brisbane Fortitude Valley.

Hotel X Brisbane Fortitude Valley is in the heart of Brisbane’s fashion, nightlife, and restaurant hub. The hotel is just minutes from the bars and restaurants of Howard Smith Wharves and the boutiques of James Street.

Hotel Barriere Le Grand Hotel Dinard is a beautiful hotel with a prime spot facing St. Malo in Dinard, northeastern Brittany. This elegant hotel dates to the 19th century and is just a 10-minute walk to the beach and promenade.

Avant Mar in Paros, Greece is situated on the shore of Piperi Beach and a short walk from Naoussa, a village and harbor filled with shops and al fresco dining.

ULUM Moab is a luxury, safari-inspired resort that overlooks Looking Glass Arch and offers a secluded stay with views that extend all the way to Canyonlands National Park.

Sun Valley Resort in Sun Valley, Idaho gives guests the best of both worlds with outdoor adventure activities like downhill skiing and hiking trails along with luxury accommodations and signature spa treatments.

ULUM Moab.

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