Despite the pressures of high living costs, extreme weather and geopolitical crises, 1.1 billion of the global population travelled to a foreign country between January and September last year, according to UN Tourism statistics. The analytics firm Tourism Economics estimates that the figure will rise to two billion by 2030.
But travellers have been seeking alternatives to crowded and expensive tourist hot spots, many of which offer similar characteristics but with the added value of a sense of discovery.
Dave Goodger, who leads the advisory firm Oxford Economics’ tourism forecasting and worked on World Travel Market London’s (WTM) 2024 Global Travel Report – which identifies emerging trends by drawing on extensive data from more than 185 countries – says that the way we are travelling is shifting.
We have highlighted six destinations to visit now before they enter the mainstream in the next five years, according to data from the WTM report.
Estonia
This Baltic state is best known among travellers for its capital Tallinn, with its Unesco-listed Old Town, narrow streets and unique architecture. The rest of the country is less explored, from forests to medieval towns.
But the government agency Statistics Estonia recorded a 13 per cent rise in visitors between 2023 and 2024. And the adventure travel company Intrepid reported a 77 per cent increase in bookings last year.
“The country has more than 2,000 islands and kilometres of beaches,” says Inga Antoniusdottir, Intrepid’s general manager for north Europe.
Anneli Lepp, the director of the Estonian tourist board, recommends the island of Kihnu, with its female-centric cultural traditions and fishing villages.
Regent Holidays has an eight-day Essential Estonia self-guided tour of Tallinn, Narva, Tartu and Parnu from £995pp, including flights, regent-holidays.co.uk.
Slovakia
This landlocked central European country welcomed close to 2.1 million visitors in 2023, according to CEIC Data, in contrast to neighbouring Czechia, which received 22 million visitors. It is gaining in popularity, though.
Beyond the capital, Bratislava, Slovakia is a tapestry of raging rivers, tranquil glacial lakes, diverse forests and the Tatras mountains. Zuzana Eliasova, of Slovakia Tourism, highlights the country’s 180 castles, the natural thermal spas and the Unesco-listed mountain village of Vlkolinec.
It is also a ski destination, with the resort of Jasna featuring the longest night skiing piste outside the Alps.
HF Holidays offers week-long small group trekking in the Tatras mountains of Slovakia and Poland from £1,429pp half-board including flights, hfholidays.co.uk.
Paraguay
There remain few places in South America where you feel like you are straying off the tourist trail, and Paraguay is one of them. It is culturally distinct from its neighbours, and an intriguing country. Combine a visit here with attractions such as Iguazu Falls (on the border between Argentina and Brazil) and the Iberá wetlands, also in Argentina.
Figures from Paraguay’s tourism ministry, Senatur, show that international tourism increased by 102 per cent in the first half of 2023 compared with the same period in 2022.
Stuart Whittington, the head of product for Journey Latin America, says: “After a couple of days in the capital, Asunción, venture north-west to the Chaco, a vast territory of salt flats and dry forest with wildlife including armadillo, tapir and jaguar.
“East and south of the capital, are forests teeming with tropical birds and national parks.”
Journey Latin America has an 11-day tour of Paraguay costing from £3,650pp and excluding flights, journeylatinamerica.com.
Dominica
This Caribbean island is often overlooked in favour of nearby neighbours Antigua and Saint Lucia. Yet Dominica is home to tropical vegetation, wildlife, a friendly local scene and the indigenous Kalinago people.
Statista research shows that 37 per cent more tourists visited in 2023 than in the previous year.
Jim Mee, the founder of tour company Rat Race, says it is making a name for itself in the region as the adventure island.
“You can [experience] its remarkable network of long-distance trails, sparkling clear streams, secret waterfalls, towering mountains and hidden-away communities,” he says.
Dominica’s carnival celebration, Mas Domnik (3 to 4 March) is a blend of African and French traditional roots through music, art and dance.
Responsible Travel has an eight-day walking and sightseeing holiday from $1,600pp (£1,400), excluding flights, responsibletravel.com.
The Philippines
The Philippines offers more than its picture-perfect beaches – there is nature, forests and a fascinating culture too. The region recorded a robust rise in arrivals from January to October 2024, welcoming 4.87 million visitors.
“With English spoken widely, it is easy to navigate, and prices remain cheap for tourists,” says Ed Bailey, Trailfinders’ marketing manager. “Must-visits include the Banaue Rice Terraces and the picture-perfect Boracay beach.”
Trailfinders has a seven-night, guided small group adventure tour, leaving on various dates for £975pp, excluding flights, trailfinders.com.
Sri Lanka
In the first half of 2024, tourist arrivals reached 1.01 million, up 62 per cent from the same period in 2023, according to the Central Bank of Sri Lanka.
Visitors will find good value among the ancient Buddhist relics, Unesco World Heritage sites, tropical beaches, national parks and verdant tea plantations.
Poornaka Delpachitra, Intrepid’s general manager for Sri Lanka, says the country is very affordable and easy to travel around. You can also spot blue whales and elephants within mere kilometres of each other.
Intrepid has an eight-day tour, costing from £452pp excluding flights, intrepidtravel.com.
