Trending travel destinations for 2024, according to American Express
Japan, one of the last countries to re-open its borders, became the fastest-growing destination for Millennial and Gen-Z travelers in 2023, according to data from American Express. Bookings were up more than 1,300% compared with the “normal” pre-pandemic year of 2019, the company said.
The data comes alongside American Express’ annual trending destination list released Tuesday, which suggests places to go for 2024 based on card members’ bookings and Amex Travel consultants’ recommendations.
For example, if travelers like the culture and natural beauty of Sedona, Arizona, in the American southwest, they should try visiting Santa Fe, New Mexico, instead, the company suggests. Amex’s global trend report released earlier this year indicated that 89% of younger travelers say they want to visit someplace they’ve never been before, off the beaten path.
Some of those places off the beaten path made it to the top five fastest-growing destinations of 2023: the northern Indian province of Rajasthan, home to the cities of Jaipur and Udaipur, where bookings increased more than 600%; and San Miguel de Allende, Mexico, where bookings increased more than 400%.
Like Japan, Australia—where bookings were up almost 800% since 2019—endured an extensive pandemic lockdown that made traveling there extremely difficult; in the case of Rajasthan, the prolonged suffering associated with India’s brutal second wave of the pandemic caused a significant slowdown to the travel recovery.
Demand was pent up for these destinations, with the pressure valve releasing just this year, says Audrey Hendley, president of American Express Travel.
“Japan has been on the big list of trips that people want to take and trips are getting booked now further in
