2025 has been a pretty iconic year for travel, with trends like experience-driven holidays and nostalgia tourism taking off. More people are also using artificial intelligence tools to book trips and streamline their planning.
Wellness, adventure and nature travel saw a renewed boom globally as well, with more focus on sustainable tourism and places with raw natural beauty.
Tripadvisor’s Travellers’ Choice Awards 2025 has highlighted the top destinations of the year in its Best of the Best Destinations ranking. It looks at the places which have received a high volume of outstanding reviews from the TripAdvisor community in the last 12 months.
So which were the most popular destinations this year?
London: Bucket list sights and bustling streets
Perhaps unsurprisingly, London topped the Best of the Best Destinations list this year, with Tripadvisor users recommending its flea and street markets, walking tours, day trips and Christmas activities as must-dos for visitors.
From the quiet elegance of Kensington Gardens, to bustling Brick Lane, every day in London is fresh, exciting and full of new places to explore.
Tick off bucket-list items such as Big Ben, Westminster Abbey, Madame Tussauds, Tower of London and the British Museum, before taking a long leisurely stroll through Hyde Park or the Kyoto Garden.
Travellers can enjoy a Thames river cruise, or explore markets like Borough, Portobello Road and Camden for a range of vintage clothes, food and crafts.
Food lovers can enjoy afternoon tea at The Savoy, a hearty Sunday roast, or classic London dishes like curry at Dishoom and fish and chips at Poppie’s.
Stay in Covent Garden or Soho for a vibrant central location and easy access to most attractions, or Shoreditch for trendy cafes and vintage shops. For a taste of local London, head to Hackney, or to Hampstead for cozy pubs with a village-like feel.
Bali: Endless beaches, food and traditional relaxation
Bali came in second on the Best of the Best Destinations list, as the ultimate restorative and cultural getaway this year. It also topped Tripadvisor’s list of best cultural destinations in 2025.
Offering endless beaches and lush landscapes, travellers can hike Mount Batur for stunning sunrise views, or explore the Tegalalang Rice Terraces, before heading to the Tirta Empul Temple for a purification ritual. Another must-see is the Uluwatu Temple.
Water sports lovers can go surfing in Uluwatu or Canggu, swim in waterfalls in Banyumala and Aling-Aling, or take a day trip to Nusa Penida to snorkel with manta rays. Nature lovers can visit a coffee plantation or see monkeys at the Sacred Monkey Forest Sanctuary.
If you’re looking for a more relaxing holiday, soak in a traditional Balinese massage, or enjoy the beaches at Nusa Dua or Sanur.
Tuck into authentic Balinese dishes such as Babi Guling (roast pork), Nasi Campur (mixed rice) and Sate Lilit (minced meat satay).
Travellers can choose to stay in Seminyak for trendy nightlife and restaurants, or in Ubud for a rich mix of food, culture and nature and a quieter experience. Pick a hotel in Canggu for a more laid-back surfing vibe, or Nusa Dua for luxury beachfront resorts. However, if accessibility and being in the city centre are your top priority, stay in Kuta.
Dubai: Iconic attractions, luxury experiences and desert adventures
Ranked third on the Best of the Best Destinations 2025 list, Dubai has quickly emerged as one of the world’s most popular holiday spots in recent years.
While trends such as the Dubai Chocolate phenomenon have certainly helped raise the city’s global profile, it also offers a vast array of world-class luxury and gastronomy experiences. Travellers can marvel at iconic attractions such as the Burj Khalifa, or explore the massive Dubai Mall.
Wander through souks like the Gold Souk, or head to the Sheikh Mohammed bin Rashid al Maktoum Centre for Cultural Understanding to learn more about local culture and ways of life.
Adventure lovers can have a whale of a time at waterparks like Wild Wadi, hit the beaches, or go on a desert safari, before heading to the Dubai Miracle Garden for magnificent floral displays.
Dig into local delicacies such as shawarma (a meat roll), machboos (a rice and meat dish) or stuffed camel, followed by a sweet treat like knafeh (a layered semolina dough dessert with a sweet cheese filling).
Stay in the Dubai Marina, or Jumeirah Beach Residence (JBR) area for restaurants and beaches, or in downtown Dubai for easy access to the Dubai Mall and Burj Khalifa. Budget travellers can find plenty of affordable options in the Deira area, whereas The Palm offers a more luxurious experience if you want to pamper yourself.
Sicily: Volcanoes, regional foods and authentic Italy
Sicily overtook other popular Italian cities, such as Rome or Venice, in 2025 to bag fourth place on Tripadvisor’s Best of the Best Destinations list. With everything from volcanoes to beaches and a wide variety of regional cuisine, Sicily remains a favourite for people wanting a taste of authentic Italy with smaller crowds.
Travellers can visit Europe’s most active volcano, Mount Etna, for an offbeat adventure, or explore the Baroque towns of Ragusa and Noto, as well as Arab-Norman architecture in Palermo. For a more laid-back day, relax on beaches in Cefalù or take a boat ride to the Egadi Islands from Trapani.
Try local Sicilian dishes such as arancini (fried rice balls stuffed with various fillings), cannoli (fried pastry shell with a sweet ricotta cheese filling) and caponata (a sweet and sour eggplant dish).
Stay in Palermo for a vibrant blend of culture, history and street food, or in Taormina, for its medieval buildings and ancient theatre. You can also choose Ragusa for coastal beauty or Cefalù for regional gastronomy.
Paris: Timeless romance, culture and cuisine
Paris took the fifth spot on TripAdvisor’s Best of the Best Destinations list, for its timeless romance, architecture and culture. Travellers can go to the top of the iconic Eiffel Tower, visit Notre Dame Cathedral, see world-famous art at the Louvre or take a scenic Seine River cruise.
For a taste of French culture and couture, visit galleries in Le Marais, or explore trendy luxury designer and high-end boutiques along the Champs-Élysées. Follow up with a leisurely walk in Luxembourg Gardens or head to the Latin Quarter for a lively student scene.
Indulge in classic French pastries like pains au chocolat, macarons, croissants and crêpes, or tuck into traditional dishes like duck confit, escargots (snails) and steak frites.
Stay in the Latin Quarter, if you’re on a budget, or the 7th Arrondissement if you want to be as close as possible to the Eiffel Tower. While Madeleine offers high-end hotels and opulent luxury, Le Marais is all about vibrant bistros, bars and boutiques.
Rome: Iconic history and Italian gastronomy
Italy is the only country with two key cities in the top 10 of the Best of the Best Destinations ranking in 2025. Rome came in sixth spot this year, for its dizzying array of iconic historic monuments.
Visit key landmarks such as the Roman Forum and the Colosseum, before exploring the Centro Storico, the historic centre of Rome, along with the vibrant Campo de Fiori and Trastevere areas, which offer markets and nightlife. The Pantheon is another must-visit monument.
Travellers can also head to the Vatican City for the Sistine Chapel, the Vatican Museums, the Gallery of Maps and the Raphael Rooms. Try famous Roman pasta dishes such as cacio e pepe, spaghetti alla gricia and spaghetti carbonara, as well as authentic Italian maritozzi (sweet buns) and gelato.
For a taste of local life and proximity to family-run trattorias, pick Trastevere as the base for your stay, or head to Centro Storico for easy access to the Trevi Fountain and the Pantheon. If you’re looking to avoid the crowds somewhat while still staying somewhere elegant, choose the Prati neighbourhood.
Hanoi: Affordable city life and vibrant street food
Hanoi is another Southeast Asian city which bagged a spot in the top 10 Best of the Best Destinations list this year for its affordability and laid-back atmosphere.
Travellers can visit the Vietnam Museum of Ethnology to learn more about the country’s 54 ethnic communities, or explore the vibrant Old Quarter. You can also head to Hanoi’s oldest Buddhist pagoda, the Tran Quoc Pagoda, followed by a walk around the Hoan Kiem Lake.
Evenings are perfect for guided street food tours to discover hidden gem dishes and eateries.
Don’t miss the pho bo, a must-try authentic Hanoi beef noodle soup, bun cha (grilled pork patties served with herbs and noodles) and banh mi (a Vietnamese baguette with a variety of fillings). Wash it all down with some famous egg coffee, made with condensed milk, coffee and egg yolks.
First-time visitors may prefer to stay in the Old Quarter for its central location, while culture lovers can head to a hotel in Ba Dinh. For a quieter stay, choose Tay Ho, while Hai Ba Trung offers cooler temperatures during hotter seasons.
Marrakesh: Historic architecture, slow-roasted stews and sophisticated stays
Marrakesh is the only African city to have secured a spot in the Best of the Best Destinations list- coming in eighth position, for its rich culture and historic architecture.
Travellers can start by exploring the Medina, a historic walled city that offers insightful glimpses of local life and souks. Head to Jemaa-el-Fnaa square at night for performers and food stalls, along with the stunning Bahia Palace.Follow up with a peaceful walk in the Jardin Majorelle.
Marrakesh also offers easy access to day trips to the Atlas Mountains, as well as desert dinners and camel rides in the Agafay Desert.
Dig into traditional lamb tangia, a slow-cooked meat stew and couscous, along with tagine, a stew served in a conical-shaped clay pot and harira, a tomato-based soup with lentils and chickpeas. Don’t forget a big pot of mint tea!
For a sophisticated stay with upscale hotels, choose Hivernage, or a traditional Moroccan house, known as a riad, for an authentic taste of local hospitality. For a more relaxing stay, head to Palmeraie, or Kasbah, if you want to be in the city centre.
