A recent survey reveals that 70% of travelers now prioritize authenticity and unique experiences. Globe Aware agrees with this list, which includes these volunteer vacation destinations.

Hottest travel destinations you didn’t see coming

Feb. 25, 2025
Mandy Applegate
Seattle Times

A recent survey from Skift finds that 70% of travelers prioritize authenticity and experience in their travel plans. The destinations of the future are not what you would expect. Say goodbye to the typical tourist spots – emerging destinations like Rwanda, offering intimate gorilla encounters, and Malaysia, with its advanced tourism infrastructure, are answering the call.

The same few destinations, including those in the United States, Spain and France, have long dominated the global tourism industry. However, as travelers seek out new experiences, a shift is underway. These emerging hotspots capture the spotlight with innovative strategies, cultural richness and sustainable practices.

Vietnam: A post-pandemic success story

An up-and-coming star, Vietnam experienced a 40% increase in tourism spending in the five years leading up to the pandemic, according to McKinsey. Postpandemic, it is regaining traction, waiving visa requirements for European travelers with plans to do the same for Chinese and Indian tourists – two of the world’s largest outbound tourism markets.

Ease of accessibility is just one factor contributing to Vietnam’s success. Once you arrive, you’ll be stunned by the glistening limestone mountains of Hạ Long Bay and entranced by “múa rối nước” – a traditional Vietnamese water puppet show that brings ancient legends to life. Street food tours will fuel you in between your activities, where you can finally have pho, bún bò huế and Vietnamese lemongrass chicken in its place of origin.

Peru: A culinary and geographic haven

Peru is making it clear that it’s nowhere short of iconic landmarks beyond Machu Picchu. This region is home to various ecosystems, from the Amazon Rainforest to the Andes Mountains. Peru is actively promoting these lesser-known attractions to diversify its tourism portfolio, including the archaeological sites of the Sacred Valley and the striking Rainbow Mountain.

Peru’s stunning geography captures the hearts of travelers, but its cuisine also captivates their palates. In 2024, the World Travel Awards recognized Peru as the best culinary destination in South America for the 12th consecutive year. Peruvian cuisine is a rich blend of indigenous, Spanish, African and Asian influences, resulting in a unique and flavorful gastronomic experience. The country’s diverse microclimates provide abundant fresh ingredients, allowing chefs to make exquisite dishes such as ceviche from the Peruvian coast and “ají de gallina,” a spicy chicken stew with native ají peppers.

Saudi Arabia: Unchartered territories

Saudi Arabia was relatively late in opening its doors to tourism, only doing so in 2019. However, the industry has rapidly gained momentum, fueled by the allure of the unknown. The country launched its tourism program under the #WhereInTheWorld campaign, marketing its lesser-known attractions by comparing them to famous landmarks. A series of images resembling locations in Vietnam, the Maldives and Jordan ultimately reveal themselves to be from Saudi Arabia. This campaign went viral, sparking curiosity among millions of travelers on social media who are eager to explore uncharted territories.

Philippines: More than just beaches

To establish itself as a destination that offers more than just beaches and islands, the Philippines replaced its iconic slogan, “It’s more fun in the Philippines,” with “Love the Philippines.” This rebranding initiative positions the country as a well-rounded destination, emphasizing cultural heritage and experiences beyond traditional sun-and-sand vacations. The success of this strategy is evident in the significant growth of the country’s travel and tourism industry, which experienced a 25% year-on-year increase in 2023, as reported by the World Travel and Tourism Council.

While Cebu and Palawan remain popular spots for beach enthusiasts, cities like Manila and Vigan provide opportunities for urban exploration and historical experiences. Visitors can ride bamboo bicycles to explore the historic quarter of Intramuros or enjoy panoramic views of Vigan from the Bantay Bell Tower. In these cities, you can ditch the Big Mac and savor local dishes such as “bagnet,” a crispy pork dish, and kare-kare, a comforting stew. The Philippines is also improving access to more remote areas like Banaue, which is renowned for its stunning rice terraces that stretch for miles.

Rwanda: Transforming into an African transit hub

Rwanda is turning a new leaf, transforming from a country associated with conflict to one of Africa’s most promising eco-tourism destinations. According to McKinsey, the country prioritizes quality experiences over quantity, charging $1,500 per gorilla trekking permit. This approach generates substantial revenue while minimizing the environmental impact typically associated with mass tourism.

Rwanda is also developing its infrastructure to become a significant transit hub. McKinsey reports that Qatar Airways has acquired a 60% stake in Kigali International Airport, highlighting Rwanda’s potential to become an important gateway to East Africa. The capital city, Kigali, is recognized for its modernity, cleanliness and safety, inviting visitors to explore its vibrant art and cultural scene. With these investments in tourism, Rwanda is steadily emerging as a new travel destination.

Malaysia: A blend of strategy and allure

Malaysia’s tourism strategy is paying off as the country experiences a 17% year-over-year increase in international travel spending in 2024. This growth reflects the government’s investment in tourism infrastructure, ensuring well-developed accommodations, transportation and attractions. Urban centers like Kuala Lumpur, with landmarks like the Petronas Twin Towers and bustling street markets, are easily accessible, while innovative projects like the Eye on Malaysia and Kuala Lumpur Fashion Week enhance the country’s appeal. Destinations such as Langkawi offer attractive alternatives, providing experiences similar to Bali at a more accessible price point.

Unexpected destinations of the future

Skift explains how the emphasis on authenticity and locality is relevant as tour operators shift away from a mass tourism business model. The world’s top destination countries struggle with overtourism, and these emerging countries are carving out their own space by embracing unique campaigns and sustainable practices. From Vietnam’s flexible visa policies to Rwanda’s development as a transit hub, these nations are empowering travelers to explore beyond conventional hotspots. A new era of travel is beginning, and it’s all about expanding your horizons to the roads less traveled.

Mandy Applegate is the creator behind Splash of Taste and seven other high-profile food and travel blogs. She’s also co-founder of Food Drink Life Inc., the unique and highly rewarding collaborative blogger project. Her articles appear frequently on major online news sites and she always has her eyes open to spot the next big trend.