Kuoni reveals most popular 'vision board' destinations on Pinterest

Kuoni

Kuoni reveals most popular 'vision board' destinations on Pinterest

January 31, 2025

New research from Kuoni has revealed that European countries dominate social media users' travel aspirations for 2025. Olivia Palamountain reports

Travel vision boards on Pinterest are offering a glimpse into global tourism trends for 2025, with a clear preference for European destinations emerging from new research by luxury travel company Kuoni.

The study, which analysed over 20,000 Pinterest boards, found that European destinations account for more than half of the top ten countries featured in users' aspirational travel collections. France leads with 1,006 vision boards, while Greece and Mexico secured 990 and 971 boards respectively.

Asia shows strong representation in travellers' plans, with Japan, Thailand and Bali all appearing in the top ten. Spain and Italy round out the European contingent, while Ireland and Portugal complete the list.KuoniMark Duguid, managing director at Kuoni, comments: “It’s well known that the turning of the year always sees people make plans and book their trips and adventures for the year ahead. Our own UK customer data is showing that that Sri Lanka and the Maldives are going to be 2025 luxury hotspots, but we were curious to see what global trends we would uncover when looking at Pinterest vision boards. Kuoni"It’s fantastic to see some of our top destinations, like Thailand and Bali, making it into the world’s top ten vision board destinations, and lovely to see Europe so well represented too.”The findings come as Pinterest reports a significant surge in travel-related searches during January, with Thailand, Greece, and Italy trending among UK users. The anticipated February release of  The White Lotus, filmed in Thailand's Koh Samui, is expected to further boost interest in Southeast Asian destinations.

The Top 10 Vision Board Destinations for 2025:

  1. France (1,006 boards)
  2. Greece (990)
  3. Mexico (971)
  4. Spain (971)
  5. Japan (943)
  6. Italy (935)
  7. Thailand (866)
  8. Ireland (850)
  9. Bali (843)
  10. Portugal (757)

Scotland and the United States follow closely behind, ranking 11th and 12th respectively in the global list.

Why To Visit These "Vision Board" Destinations in 2025: 

France – over 1,000 Vision Boards
From the Notre-Dame Cathedral finally re-opening its Gothic doors to visitors, to Toulouse being named Lonely Planet’s Top City to Visit In 2025, France is brimming with exciting experiences for any type of traveller. New airline routes from Florida to Paris in 2025 will make the city of love more accessible for American explorers, and a number of luxury hotels, in both the capital as well as the Loire Valley and French Riviera have helped put France at the top of travellers’ ‘vision board’ destinations this year.KuoniGreece – over 900 Vision Boards
The ancient appeal of Greece continues to inspire travellers, and whilst classic destinations such as Mykonos, Santorini and Athens remain popular, visitors in 2025 are looking to find something a little off the beaten track. Islands such as Syros and Tinos feature prominently in Greece 2025 vision boards - promising explorers a new and original experience of the Mediterranean. KuoniMexico – over 900 Vision Boards
Breathtaking natural beauty and vibrant culture have been pulling travellers to Mexico for decades, and with the Tren Maya set to launch in 2025 it’ll be easier than ever for explorers to travel between Cancun, Tulum, Palenque and Merida. With Gen-Z entering their ‘all-inclusive era’ Mexico’s plethora of outstanding resorts are helping the country fast become one of the most desired places to visit this year. KuoniThailand – over 800 Vision Boards
The third season of The White Lotus was filmed at the Four Seasons Resort in Koh Samui, and Thailand is sure to see a massive spike in interest when it shines on the small screen. While some travellers want to explore the intoxicating hustle and bustle of Thailand’s cities and night markets, explorers looking for a tranquil island experience are pinning images of ancient Buddhist temples, crystal clear waters and mountain jungle treks to their Thailand 2025 vision boards.KuoniIreland – over 800 Vision Boards
With lots of investment being made into rejuvenating Ireland’s smaller towns such as Balbriggan and Cork, the Emerald Isle is not only looking to embrace its 2025 visitors but also give them an unforgettably good time. From the re-opening of historic sites like Barryscourt Castle to the 10-year anniversary of St. Patrick’s Way and the 125th anniversary of Oscar Wilde’s death being marked with evens in Dublin and Enniskillen, there are plenty of exciting reasons as to why explorers want to visit Ireland this year. Kuoni

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