Continued rise in travel to the Americas recorded in UN Tourism and Amadeus report
Top Travel Trends in the Americas for Q4 2024
A new report by UN Tourism and Amadeus, the third in the series, highlights the key travel trends shaping the Americas region for the last quarter of 2024. The report provides valuable insights for all stakeholders, offering a comprehensive understanding of the regional travel landscape.
In the Americas, North America remains the most popular destination, experiencing a 13% growth from September to December 2024 compared to the same period in 2023. New York City tops the list of the most searched-for destinations, with travelers from the U.S., UK, Canada, and Brazil providing the highest search volumes.
Central America has seen a 12% growth in travel during the same period, with sunny destinations like Costa Rica and Panama remaining at the top of traveler interest. El Salvador has also seen significant growth (25%) in Central America.
The report emphasizes several key themes:
- Eco-tourism and sustainability continue to be major drivers, with over 70% of travelers considering environmental impacts important, especially Gen Z travelers who lead demand for sustainable tourism and supporting local businesses.
- Wellness travel is highlighted alongside eco-tourism as a significant trend, reflecting travelers’ growing interest in health, wellbeing, and regenerative travel experiences.
- Regenerative travel and wildlife tourism are set to surge, emphasizing tourism that positively impacts conservation and local communities, blending authentic cultural experiences with sustainability goals.
- The role of technology and AI is increasingly prominent, although with some ambivalence; AI is being incorporated into travel planning and sustainable tourism but travelers and companies weigh its benefits and challenges carefully.
- The importance of human expertise remains central in shaping travel decisions, meaning travel sellers and agencies continue to play a crucial role alongside technology platforms.
- Business travel shows growth among faster-growing small and midsized enterprises, indicating a rebound in corporate travel in the Americas as economic conditions improve.
In the Caribbean, Puerto Rico has risen to be the second most searched destination, behind the Dominican Republic. Curaçao has seen the highest growth in the region, as demand from South American travelers continues to rise.
Chinese travelers have experienced a resurgence in the Americas, with a 53% growth in travelers searching for trips to North America compared to 2023. Japan has also seen a significant growth rate of 40% in travelers searching for trips to the Americas.
Traveler interest remains strong in South America, with Brazil as the top destination and Florianópolis topping the list of cities with the highest growth in travelers' interest from 2023.
The report is available for download, and its findings are presented in both English and Spanish sessions on YouTube. The UN Tourism and Amadeus partnership has provided key insights on travel trends to the Americas, enhancing data-driven strategies for tourism. Having transparency on where people are searching to travel gives destinations the power to launch campaigns to capitalize on this interest.
