With 2025 fast approaching, American Express Travel has revealed its annual list of trending global destinations. Based on card member bookings and year-over-year growth, these 10 standout locations offer a blend of adventure, culture, and luxury accommodations — each hand-picked to answer the travel question Amex hears most: “Where should I go next?”
1. Brisbane, Australia
Framed by the Gold and Sunshine Coasts, Brisbane combines beach culture with urban sophistication. Think surf in the morning and fine dining at night, alongside vibrant nightlife and cultural attractions.
Where to stay: Hotel X Brisbane Fortitude
2. Brittany, France
Steeped in history and fringed by the Atlantic, Brittany offers dramatic coastlines, picturesque walking paths, and a unique Celtic-meets-French identity that sets it apart from the rest of France.
Where to stay: Le Grand Hôtel Dinard
3. Franschhoek, South Africa
Known as South Africa’s wine and culinary capital, this mountain-encircled town is perfect for travelers looking to add a gourmet stop to their safari itinerary.
Where to stay: Delaire Graff Lodges and Spa
4. Koh Samui, Thailand
This island gem with turquoise waters and white-sand beaches is also the future set of the next season of The White Lotus, making it a go-to for tropical escapism and “set-jetting.”
Where to stay: Four Seasons Resort Koh Samui
5. Macau, China
Just off the coast of Hong Kong, Macau blends heritage and high-energy nightlife. UNESCO-listed architecture and Cantonese-Portuguese fusion cuisine complement its status as the “Las Vegas of the East.”
Where to stay: Mandarin Oriental Macau
6. Moab, Utah
This outdoor haven is booming among Millennials and Gen Z. Located near Arches and Canyonlands national parks, Moab offers off-roading, hiking, climbing, and glamping in luxury tents.
Where to stay: ULUM Moab
7. Nikko, Japan
A serene escape tucked in Japan’s mountainous interior, Nikko is ideal for travelers who’ve already seen Tokyo, Kyoto, and Osaka. Its waterfalls and historic shrines offer a spiritual reset.
Where to stay: Nikko Kanaya Hotel
8. Paros, Greece
Less flashy than Mykonos but just as picturesque, Paros is rising fast among travelers seeking beaches, sea caves, and a thriving art scene — all without the overcrowding.
Where to stay: Avant Mar
9. São Paulo, Brazil
Brazil’s biggest city steps into the spotlight in 2025 with standout fashion, Formula 1 action, and a cosmopolitan energy grounded in architectural grandeur and arts institutions.
Where to stay: Rosewood São Paulo
10. Sun Valley, Idaho
One of America’s original ski towns, Sun Valley is now attracting visitors year-round. With hiking, fly fishing, whitewater rafting, and a luxury spa scene, it offers a quieter alternative to busier mountain resorts.
Where to stay: Sun Valley Resort
Bonus: Exclusive Travel Perks via Amex Hotel Collection
All featured hotels are part of American Express’s revamped Hotel Collection, which added over 300 new properties in 2024. Cardholders with Amex Platinum or Gold receive VIP-style perks like late checkout and a $100 property credit when booking through Amex Travel.
For travelers mapping out their 2025 adventures, this list offers something for every taste — from remote wilderness to urban culture — with Amex-curated luxury along the way.
