An overlooked tropical paradise, a compact safari sensation and one of Italy’s "best kept secrets" have been named among the top destinations agents and consumers should look out for in 2025.
Abta has published its 2025 Destinations to Watch list
As ever, Abta’s annual Destinations to Watch list – which last year featured the UK’s own Shropshire – will inspire as much wanderlust as it will ignite debate about what should and shouldn’t feature.
With more than two-thirds (68%) of people intending to take an overseas holiday this year, up from 64% a year ago, there is a feeling travellers are more keen than ever to broaden their horizons.
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An overlooked tropical paradise, a compact safari sensation and one of Italy’s "best kept secrets" have been named among the top destinations agents and consumers should look out for in 2025.
Abta has published its 2025 Destinations to Watch list
As ever, Abta’s annual Destinations to Watch list – which last year featured the UK’s own Shropshire – will inspire as much wanderlust as it will ignite debate about what should and shouldn’t feature.
With more than two-thirds (68%) of people intending to take an overseas holiday this year, up from 64% a year ago, there is a feeling travellers are more keen than ever to broaden their horizons.
According to Abta’s 2024/25 Holidays Habits research, almost half of people (45%) are likely to visit a new country this year, up from 41% last year, while 48% are ready to visit a new city or resort – rising to 60% among younger travellers aged 25 to 44.
And while beach and city breaks remain the most popular, Abta says there is "strong demand" for countryside breaks (27%), multi-destination trips (18%), adventure holidays (15%) and cruises (14%).
Abta’s members, meanwhile, report increased demand for experiential travel and elements, such as gastronomy, taking in new cultural experiences, and participating in activities like cycling or hiking.
Graeme Buck, Abta’s director of communications, said he hoped Destinations to Watch would get people "thinking and talking" about the trips they want to take, and to help them "think beyond their favourite places" to spread the benefits of tourism more widely.
So these are Abta’s 10 Destinations to Watch for 2025.
Abta says: This pocket-sized tropical paradise is a nature lover’s delight with rainforests and idyllic beaches, as well historic Mayan sites.
Belize's "cayes" (islands) are great for snorkelling, while the town of San Ignacio offers cave exploration and waterfall hikes. In Punta Gorda, visitors can explore the culture of the indigenous Maya people. Travellers can also head to Cockscomb Basin Wildlife Sanctuary – a sanctuary for jaguars, among hundreds of other species.
Abta says: This Scandinavian gem is home to delightful towns, unspoilt countryside and idyllic seascapes.
Water is a key feature of Denmark's cosmopolitan capital Copenhagen, home to a thriving restaurant, arts and bar scheme, stunning parks, and opportunities to experience the alternative lifestyle of the Christiana commune. Its countryside opens up the country's Viking heritage and fishing traditions, while the country is home to seven Unesco World Heritage sites. Denmark's famous open sandwich (smorrebrod) and national dish of pork and potatoes (stegt flaesk) aren't to be missed either.
Abta says: This northern island has some of Japan’s most beautiful countryside. Hokkaido comes into its own at two very different times of year.
Hokkaido is Japan's second-largest island, and its most northerly, home to mountains, volcanoes, ancient forests and crystal-clear lakes, including Mashu-Ko – said to be Japan's most beautiful, no mean feat given the competition. The island at its centre was called the Isle of the Gods by the indigenous Ainu people, and guests can learn about and sample their crafts. Hokkaido's capital Sapporo has a world famous brewery, a must-visit park (Odori, pictured) and hot springs. And in winter, the island becomes a snow sports mecca.
Abta says: Beautiful countryside, delicious food and wine, one of the world’s greatest cities, all at prices that won’t break the bank.
Hungary's capital Budapest, straddling the mighty Danube river on which its imposing parliament building is set, has become a city break favourite thanks, in part, to its thermal spas and bath houses, its high quality yet affordable restaurants (where there is more than just goulash) and its lively bar scene. Outside the city, Lake Baloton is a short train ride which can be explored on foot or by bike, while a little further north is the city of Tokaj set in a world heritage site famed for its wineries and traditional fish soup (halaszle).
Abta says: The beautiful towns, villages, coastline and countryside of the Cote d’Azur in the south of France are world famous, but the lovely unspoilt islands a short ferry ride away are a better kept secret.
Explore Porquerolles' historic forts, pine forests and golden beaches, or head to the strictly car-free "golden island" or Port-Cros. Alternatively, get away from the hustle and bustle of Cannes with a trip to nearby Sainte-Marguerite or Saint-Honorat, the latter having been transformed centuries ago by Catholic monks into a postcard-perfect garden. Visitors to Toulon, meanwhile, can head to the Ile d'Emblez and any number of smaller islands that will offer an idyllic seaside experience.
Abta says: Le Marche in central Italy is one of the country’s best kept secrets. If you like Tuscany then you’ll love Le Marche’s stunning countryside, dramatic coastline, historic towns and cities.
Pick up the trail of Italy's artistic heritage in the Renaissance city of Urbino, birthplace of Raphael, and marvel at the town's artistic – and architectural – masterpieces. The region of Le Marche is home to many historic hill towns such as Ascoli Piceno, famous for its street food and best sampled at the Fritto Misto (fried fish) all'Italiana festival in April. At Parco del Conero, Le Marche's unspoilt woodland meets its pebbled coastline, and there is plenty to do in busier resorts such as Portonovo and Numana. Nature lovers, meanwhile, should head for the Monti Sibellini national park for its mountainous hiking trails.
Abta says: This African country packs a great deal into its compact borders.
Visitors to Malawi can see the big five – lions, leopards, rhinos, elephants and buffalo – at Majete Wildlife Reserve where conservation efforts have seen wildlife flourish after years of poaching. Lodge stays in Liwonde National Park are a chance to see crocodiles and hippos on the Shire river, while the Shire Highlands – with its lush green hills and tea plantations – offers a total change of scenery. The adventurous can even hike the 3,000-metre Mount Mulanje. Elsewhere, Unesco-listed Lake Malawi offers beach and island experiences, while the fishing village of Cape McClear is a base for kayaking, snorkelling and divin
Abta says: The northern Spanish city of Oviedo is a largely undiscovered gem but it is easily reached with direct flights from the UK.
Oviedo, the capital of Spain's Asturias province, is home to three world heritage sites: the pre-Romanesque churches of Santa Maria del Naranco, San Miquel del Lillo and San Julia de los Prados, as well as a hearty traditional food scene. But there's a lot of explore outside of the city, too. Head east to the mountainous Picos del Europa National Park, home to oak and beech forests, while west of Oviedo, there are stunning beaches and picturesque villages such as Candas and Luanco.
Abta says: The Canadian province of Quebec offers historic cities, stunning countryside and a chance to see the world’s largest creatures. Quebec very much reflects its French heritage, in language, architecture and cuisine.
Montreal and Quebec City are two lovely cities well connected to each other by train. The province very much reflects its French heritage in its language, architecture and cuisine. Quebecois food is delicious, try cretons and pork and bean stew "feves au lard". The cafes, bars and restaurants are also superb, making Quebec a joy for bon vivants.
Abta says: This Australian island is a spectacularly beautiful paradise. The capital Hobart is a vibrant and buzzy city.
Tasmania's main draw has to be its land and seascapes. Freycinet National Park has a host of hiking trails, abundant wildlife and idyllic white sand beaches, including Tasmania's most famous – Wineglass Bay. Serious walkers should head to Cradle Mountain-Lake St Clair National Park and test their hiking boots on the week-long Overland Track. Food lovers are also in for a treat. The pristine waters around the island thrive with salmon, lobster and abalone. On land, try an array of fresh fruit and vegetables, black truffles and Leatherwood honey.
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