Biggest travel predictions for 2024

Four years on from the COVID-19 pandemic, the travel industry now finds itself at the mercy of the cost of living crisis.

This analysis investigates which popular countries enjoyed the largest monthly search volume increases between 2021 and 2023.

We’ll also give predictions for which countries will grow the most in the next 12 months, and when travel companies should aim to optimise their commercial pages.

Top 10 countries with the largest growth in search volume: 2021-2023

To determine the countries with the largest search volume growth between 2021 and 2023, we gathered data on each country’s monthly search volume for ‘holidays to *country name*’.

We then averaged the data out for 2021 and 2023. The countries with the largest percentage change in average search volume have joined our list below.

10. Vatican City

Vatican City is known as being the smallest country in the world, but that hasn’t stopped it from joining the list at number 10. Between 2021 and 2023, the average search volume for ‘holidays to vatican city’ grew by 311%.

Tourism in Vatican City

The tourism industry significantly contributes to the Vatican City’s cultural and economic landscape. Millions of visitors, including pilgrims and tourists, are drawn to landmarks like St. Peter’s Basilica and the Sistine Chapel, fostering cultural exchange and understanding. The revenue generated sustains the Vatican’s cultural preservation initiatives and charitable activities.

Country stats

• Population: 518 (2023)
• GDP per capita: $21,198
• Annual visitors: 5 million
• Attractions: Sistine Chapel, Basilica, Vatican Museums
• Top holiday providers: Jet2, Tui, Thomas Cook, Intrepid Travel, loveholidays

9. Egypt

Egypt takes the ninth spot on the list, with the average monthly search volume for ‘holidays to egypt’ growing 343% between 2021 and 2023.

TikTok data also shows a large surge in the last 12 months, with interest growing by 51%.

Tourism in Egypt

Egypt’s tourism industry stands as a cornerstone of its economy, drawing in a multitude of visitors each year. With a rich tapestry of ancient wonders, including the enigmatic Pyramids of Giza, the majestic Sphinx, and the grandeur of Luxor’s temples, Egypt captivates the imagination of history enthusiasts.

Moreover, Egypt’s Red Sea resorts offer a different kind of allure, providing travelers with unparalleled diving opportunities and idyllic beach experiences. Despite occasional challenges, such as political stability and security concerns, Egypt remains an enticing destination, inviting adventurers to unravel the mysteries of its past and indulge in its contemporary offerings.

Country stats

• Population: 104 million (2021)
• GDP per capita: $3,698
• Annual visitors: 11.7 million
• Attractions: Karnak, The Egyptian Museum in Cairo, the Great Sphinx of Giza, Luxor Temple, Valley of the Kings
• Top holiday providers: Tui, Thomas Cook, First Choice, loveholidays, Red Sea Holidays, Hays travel

8. Philippines

The Philippines takes the eighth spot on our top 10 list, with the country’s average monthly search volume for ‘holidays to philippines’ growing 346% between 2021 and 2023.

Search volume on TikTok has also grown over the last 12 months, with a 39% increase.

Tourism in the Philippines

Comprising 7,641 islands, the Philippines stands as a diverse and captivating tourist destination. Known for its pristine beaches, vibrant coral reefs, and lush landscapes, the country lures travelers with its natural beauty.

Popular attractions include Palawan’s underground river, the stunning Banaue Rice Terraces, and the unique Chocolate Hills in Bohol. Beyond natural wonders, the Philippines boasts a rich cultural heritage, seen in historic sites like Intramuros in Manila.

The warm hospitality of the Filipino people adds to the country’s appeal, making it an increasingly popular choice for tourists seeking tropical adventures and cultural experiences.

Country stats

• Population: 113 million (2021)
• GDP per capita: $3,698
• Annual visitors: 8-9 million
• Attractions: White Beach, Puerto Princesa Subterranean Ravier National Park, Fort Santiago, Chocolate Hills
• Top holiday providers: KAYAK, Travel Republic, Trailfinders, Travelbag, Emirates Holidays

7. Morocco

Morocco has seen the seventh-highest change in average search volume between 2021 and 2023. The average search volume for ‘holidays to morocco’ has grown 428%.

TikTok data also shows large search growth in the last 12 months at 51%.

Tourism in Morocco

From the bustling souks of Marrakech to the serene deserts of Merzouga, Morocco offers a unique blend of history and natural beauty. Visitors are drawn to iconic sites like the vibrant Jardin Majorelle, the ancient Roman ruins of Volubilis, and the enchanting blue city of Chefchaouen.

With a mix of Berber, Arab, and European influences, Morocco’s appeal lies in its vibrant traditions, delicious cuisine, and warm hospitality, making it a compelling destination for cultural exploration.

Country stats

• Population: 37 million (2021)
• GDP per capita: $3,795 (2021)
• Annual visitors: 13-14 million
• Attractions: Hassan II Mosque, Bahia Palace, Tangier, Badi Palace, Ouzoud Falls
• Top holiday providers: EasyJet, Tui, loveholidays, First Choice, Jet2holidays, British Airways

6. Montenegro

Montenegro joins the list at number six, with its average search volume between 2021 and 2023 growing by 454% for ‘holidays to montenegro’.

TikTok search for the same term has grown significantly at 123% in the last 12 months.

Tourism in Montenegro

Montenegro is a burgeoning tourist destination renowned for its breathtaking natural beauty and historic charm. The country’s Adriatic coastline offers pristine beaches and picturesque coastal towns like Kotor and Budva, both UNESCO World Heritage Sites.

Inland, visitors are captivated by the rugged mountains of Durmitor National Park and the tranquil waters of Lake Skadar. Montenegro also boasts a rich cultural heritage, seen in its medieval monasteries and Venetian architecture. The nation’s appeal lies in its diverse landscapes, making it a haven for outdoor enthusiasts and history lovers alike.

Country stats

• Population: 620,00 (2021)
• GDP per capita: $9,465 (2021)
• Annual visitors: 2.3 million
• Attractions: Hassan II Mosque, Bahia Palace, Tangier, Badi Palace, Ouzoud Falls
• Top holiday providers: Tui, First Choice, loveholidays, Trailfinders, Balkan Holidays, KAYAK, Kuoni

5. Senegal

Senegal is in the top five, with the country’s average search volume for ‘holidays to senegal’ growing by 535% between 2021 and 2023.

TikTok data, however, shows a decrease in search volume of 33% over the last 12 months.

Tourism in Senegal

Senegal, located on West Africa’s Atlantic coast, beckons travelers with its vibrant culture and diverse landscapes.

Dakar, the bustling capital, offers a blend of modern art, music, and historical sites. The UNESCO-listed Goree Island stands as a poignant reminder of the slave trade.

Nature enthusiasts are drawn to the pink lakes of Retba and Dakar, as well as the unique ecosystems of the Sine-Saloum Delta.

Senegal’s appeal lies in its rich history, traditional music like Mbalax, and warm hospitality, making it an emerging destination for cultural exploration in the West African region.

Country stats

• Population: 16.88 million (2021)
• GDP per capita: $1,636 (2021)
• Annual visitors: 1.3 million
• Attractions: Saloum Delta National Park, Djoudj National Bird Sanctuary, Lagune de la Somone, accrobaobab adventure
• Top holiday providers: Audley Travel, Tui, The Gambia Experience, First Choice, Club Med, Native Eye Travel

4. Tunisia

Coming in at number four, Tunisia has seen large growth in average search volume for ‘holidays to tunisia’ at 557% from 2021 to 2023.

TikTok also shows large growth in the last 12 months, growing by 84%.

Tourism in Tunisia

Tunisia is a mosaic of historical treasures and scenic landscapes. Visitors are lured by ancient sites like Carthage and the Roman amphitheater of El Djem, both UNESCO World Heritage Sites. The Medina of Tunis offers a glimpse into Islamic architecture and culture.

Tunisia’s diverse terrain encompasses the golden beaches of Hammamet, the lunar landscapes of the Chott el Jerid salt flats, and the enchanting oasis towns like Tozeur.

With its rich history, traditional souks, and a mix of Arab and Berber influences, Tunisia stands as a compelling destination for history enthusiasts and travelers seeking cultural immersion.

Country stats

• Population: 12.26 million
• GDP per capita: $3,807 (2021)
• Annual visitors: 9.4 million
• Attractions: Amphitheater of El Jem, Ribat of Sousse, Bardo National Museum, Baths of Antoninus, Great Mosque of Kairouan
• Top holiday providers: On the Beach Holidays, Tui, loveholidays, First Choice, Thomas Cook, EasyJet, HolidayGems

3. Vanuatu

Average search volume for ‘holidays to vanuatu’ has grown by 940% between 2021 and 2023, landing Vanuatu at the third spot for the highest change in search volume.

On TikTok, Vanuatu also had a large increase in monthly search volume over the last 12 months, up 92%.

Tourism in Vanuatu

Vanuatu, an island nation in the South Pacific Ocean, entices tourists with its natural beauty and cultural richness.

The archipelago boasts pristine beaches, coral reefs teeming with marine life, and dramatic volcanic landscapes. Visitors are drawn to the traditional villages where indigenous customs and ceremonies are preserved. Adventure seekers indulge in activities like snorkeling, diving, and hiking in the lush rainforests.

Additionally, the vibrant local markets and the unique blend of Melanesian and French influences add to Vanuatu’s allure, making it a captivating destination for nature lovers and cultural enthusiasts alike.

Country stats

• Population: 319,137
• GDP per capita: $3,010 (2022)
• Annual visitors: approx 250,000-350,000
• Attractions: Champagne Beach, Millennium Cove, Mount Yasur, Port Olry, Eden on the River, Iririki Island
• Top holiday providers: Intrepid Travel, Luxury Escapes, My Vanuatu, Hideaway Holidays, Hoot Holidays

2. Albania

Albania is the runner-up for the largest growth in average search volume, up 1272% between 2021 and 2023.

According to our TikTok data, Albania also saw the second-largest increase in monthly search volume over the last 12 months at 233%.

Tourism in Albania

Albania is an emerging gem in European tourism. Its pristine beaches along the Adriatic and Ionian Seas, notably in Saranda and Ksamil, allure sun-seekers. The country boasts a rich historical heritage, seen in ancient sites like Butrint, a UNESCO World Heritage Site.

The vibrant capital, Tirana, offers a lively arts scene and eclectic architecture. Albania’s untouched natural beauty, from the Albanian Riviera to the Accursed Mountains, coupled with its warm hospitality, makes it an appealing destination for travelers seeking both cultural exploration and scenic tranquility.

Country stats

• Population: 2.8 million
• GDP per capita: $6,492 (2021)
• Annual visitors: 2.6 million
• Attractions: Rozafa Castle, The Blue Eye nature reserve, Berat Castle, BUNK’ART, The old city of Kruja
• Top holiday providers: Travel Republic, British Airways, Tui, voyage privẽ, Saga

1. North Macedonia

North Macedonia saw the largest average monthly search volume growth between 2021 and 2023, awarding it the top spot on our list.

Between 2021 and 2023, the average monthly search volume for ‘holidays to north macedonia’ grew by a whopping 2,835%, more than double that of the runner-up, Albania.

TikTok data also showed North Macedonia had the largest monthly search volume growth over the last 12 months, growing by 733%.

Tourism in North Macedonia

North Macedonia, located in the heart of the Balkans, beckons travelers with its rich historical and cultural treasures. Skopje, the capital, showcases a blend of Ottoman and European architecture, while Ohrid, a UNESCO World Heritage Site, boasts ancient churches and a serene lake.

The country’s diverse landscapes, including the Matka Canyon and Pelister National Park, offer hiking and natural wonders. North Macedonia’s warm hospitality and traditional cuisine add to its appeal, making it an ideal destination for history enthusiasts and nature lovers.

Country stats

• Population: 2.8 million
• GDP per capita: $6,694 (2021)
• Annual visitors: 700,000
• Attractions: Church of Saint Sophia, Stone Bridge, Lake Ohrid, Old Bazaar, The Bay of Bones Museum, Lake Matka
• Top holiday providers: Tui, First Choice, Balkan Holidays, Tour Croatia, Regent Holidays, Cox & Kings

Top 10 destinations predicted to grow the most in the next 12 months

We’ve used our historical data to generate projections for search volume over the next 12 months. Those with the largest predicted average search volume growth are included in our list below.

10. Switzerland

Switzerland joins the list at number ten for predicted growth in the next year. Over the next 12 months, average monthly search volume is predicted to grow by 25.69%.

Our data shows that search volume tends to peak in January, so we recommend optimising your Switzerland-related pages in Q4 2023.

Tourism in Switzerland

Switzerland is synonymous with natural beauty and outdoor adventures. Its snow-capped peaks, including the iconic Matterhorn, attract skiers and mountaineers.

Quaint villages like Zermatt and Interlaken offer charming hospitality, while cities like Zurich and Geneva blend historic charm with modern elegance. Switzerland’s pristine lakes, such as Lake Geneva and Lake Lucerne, provide scenic retreats.

With a well-preserved cultural heritage, world-class cuisine, and efficient public transportation, Switzerland is a haven for travelers seeking both relaxation and adventure.

Country stats

• Population: 2.8 million
• GDP per capita: $91,991 (2021)
• Annual visitors: 4.9 million
• Attractions: Rhine Falls, Chapel Bridge, the Matterhorn, Lake Geneva, Lake Lucerne
• Top holiday providers: EasyJet, Tui, loveholidays, Inghams, Trailfinders, First Choice

9. Cyprus

Cyprus joins the list, just ahead of Switzerland, for top growth over the next year. The average monthly search volume is predicted to grow by 25.75% in the next 12 months.

Similar to Switzerland, search volume tends to peak in January, so we’d recommend adding your Cyprus-focused pages to your optimisation list before the end of 2023.

Tourism in Cyprus

Cyprus, an enchanting island nation in the eastern Mediterranean, is a tapestry of ancient history and sun-soaked beaches.

Visitors are captivated by archaeological wonders like the ancient city of Kourion and the Tombs of the Kings in Paphos. The coastline, with its golden sands and azure waters, invites beachgoers and water sports enthusiasts.

Traditional villages, Byzantine churches, and vibrant festivals showcase the island’s rich culture. Cyprus offers a unique blend of relaxation, exploration, and warm hospitality, making it a sought-after destination for diverse travelers.

Country stats

• Population: 1.2 million
• GDP per capita: $53,931 (2023)
• Annual visitors: 4.9 million
• Attractions: Kykkos Monastery, Bellapais Abbey, Holy Church of Saint Lazarus, Archeological Site of Nea Paphos
• Top holiday providers: Tui, loveholidays, Thomas Cook, Jet2 Holidays, Hays Travel, Olympic Holidays

8. Malaysia

Joining the list at number eight for predicted search volume growth, Malaysia is predicted to have an average monthly search volume growth of 28.1%.

Just like Switzerland and Cyprus, search volume tends to peak in January, so we’d suggest optimising these pages in Q4 2023.

Tourism in Malaysia

Malaysia entices tourists with its diverse attractions. Kuala Lumpur, the bustling capital, boasts iconic skyscrapers like the Petronas Towers. Pristine beaches in Langkawi and Penang beckon sun-seekers, while Borneo’s rainforests offer wildlife enthusiasts a chance to encounter orangutans.

Rich in cultural heritage, Malaysia is dotted with historic temples, colonial architecture, and vibrant street markets. Its culinary scene, a fusion of Malay, Chinese, and Indian flavors, adds to the country’s allure, making it a must-visit destination for both nature lovers and food enthusiasts.

Country stats

• Population: 33.5 million
• GDP per capita: $11,109 (2021)
• Annual visitors: 10 million
• Attractions: Batu Caves, Kek Lok Si Temple, Petronas Twin Towers, Sunway Lagoon, LEGOLAND Malaysia
• Top holiday providers: Travel Republic, KAYAK, Trailfinders, Emirates Holidays, Kenwood Travel

7. Philippines

Not only was the Philippines one of the top countries for average search volume growth between 2021 and 2023, but it’s predicted to grow even further in the next 12 months.

In the next year, the average monthly search volume is predicted to grow by 28.33%.

Just like the countries previously mentioned, search volumes tend to peak in January, so add this country to your list to optimise in the last quarter of 2023.

Tips for traveling in the Philippines

When holidaying in the Philippines, prioritize cultural respect, embrace the warm hospitality of locals. Pack light with comfortable clothing and sturdy footwear for diverse activities. Stay hydrated due to the tropical climate, use sunscreen, and have insect repellent handy.

Opt for registered guides and reputable tour operators. Keep local currency for small purchases, and be mindful of your belongings. Lastly, be open to trying the diverse and delicious Filipino cuisine for an authentic experience.

What to take to the Philippines

• Lightweight and breathable clothing suitable for tropical weather
• Comfortable footwear for exploring diverse terrains, including beaches and rainforests
• Sunscreen, sunglasses, and a hat for sun protection due to the tropical climate
• Insect repellent and basic first-aid kit for outdoor activities
• Travel adapters, a waterproof phone case, and a small backpack for day trips and beach outings

6. Bulgaria

Predicted to have an average monthly search volume growth of 28.93%, Bulgaria joins the list at number six.

Monthly search volume tends to peak for Bulgaria in April, so we would recommend optimising any Bulgaria-related pages in Q1 of 2024.

Tourism in Bulgaria

Bulgaria offers a rich tapestry of attractions for tourists. The country’s diverse landscape includes golden beaches along the Black Sea coast, scenic mountain ranges like the Balkans, and historic towns such as Plovdiv, one of Europe’s oldest continuously inhabited cities.

Visitors are drawn to its ancient ruins, like the Roman amphitheater in Plovdiv and the Thracian tombs in Kazanlak. Bulgaria’s warm hospitality, traditional cuisine, and vibrant festivals make it a compelling destination for cultural explorations and outdoor adventures.

Country stats

• Population: 6.8 million
• GDP per capita: $12,221 (2021)
• Annual visitors: 5.6 million
• Attractions: Old Town of Plovdiv, Ancient Theatre of Philippopolis, Cape Kaliakra, Rila Monastery, Boyana Church
• Top holiday providers: Tui, Jet2Holidays, loveholidays, Thomas Cook, Balkan Holidays, Travel Republic, HolidayGems

5. Sri Lanka

Sri Lanka makes it to the top five countries for average monthly search volume growth over the next 12 months, predicted to grow by 30.19%.

Like most other countries on our list, monthly search volume peaks in January, so we’d advise optimising these pages in Q4 2023.

Tourism in Sri Lanka

Sri Lanka is a haven for travelers seeking diverse experiences. Its lush landscapes range from pristine beaches to misty mountains, home to rich biodiversity. Historical sites like the ancient city of Anuradhapura and the Sigiriya Rock Fortress showcase the island’s cultural heritage.

Wildlife enthusiasts flock to national parks like Yala for leopard safaris. Sri Lanka’s warm hospitality, flavorful cuisine, and tea plantations in the central highlands make it an enchanting destination for both relaxation and exploration.

Country stats

• Population: 22.6 million
• GDP per capita: $4,013 (2021)
• Annual visitors: 1.5 million
• Attractions: Udawalawe National Park, Yala National Park, Sigiriya, Sri Dalada Maligawa, Sinharaja Forest Reserve
• Top holiday providers: First Choice, loveholidays, Tiu, Kouni, Hayes & Jarvis, Mercury Holidays, Destination2

4. Dominican Republic

The Dominican Republic takes the fourth spot for predicted average monthly search volume growth in the next year.

In the next 12 months, search volume for the Dominican Republic is predicted to grow by 30.9%.
Once again, the search volume tends to peak in January, so we’d recommend optimising these pages by the end of 2023.

Tourism in the Dominican Republic

Nestled in the heart of the Caribbean, the Dominican Republic beckons travelers with its sun-kissed shores and vibrant culture. From the pristine beaches of Punta Cana to the historic charm of Santo Domingo’s colonial streets, the country offers a tapestry of experiences.

Adventurers hike the rugged trails of Pico Duarte, while nature lovers find solace in the serene beauty of Samaná Peninsula. Rich in music, festivals, and warm hospitality, the Dominican Republic is a paradise where cultural richness meets coastal bliss, inviting visitors to explore and unwind in equal measure.

Country stats

• Population: 11.2 million
• GDP per capita: $4,013 (2021)
• Annual visitors: 8.5 million
• Attractions: Saona Island, 27 Waterfalls of Damajagua, Bavaro Beach, Ciudad Colonial,Nuestra Señora de la Encarnación
• Top holiday providers: On the Beach Holidays, First Choice, loveholidays, Thomas Cook, British Airways, Audley Travel, Destinology, Caribbean Warehouse

3. Morocco

Morocco not only had a large average monthly search volume growth between 2021 and 2023 but it’s predicted to grow even more in the next year.

In the next 12 months, the average monthly search volume is predicted to grow by 33.64%.

Search volume for ‘holidays to Morocco’ tends to peak in January, so we’d recommend having this page optimised by the end of Q4 2023.

Tips for traveling to Morocco

Holidaying in Morocco offers a captivating blend of culture and adventure, but it’s essential to travel wisely. Respect local customs, dress modestly, and haggle respectfully in markets.

Stay hydrated, indulge in the local cuisine, and learn basic Arabic phrases for better interactions.

Be aware of scams, secure your belongings, and consider travel insurance. Embrace the rich experiences Morocco offers with an open mind and a sense of adventure.

What to take to Morocco

• Pack lightweight, modest clothing respecting local customs, especially for women. Long sleeves and conservative attire are advisable.
• Bring comfortable walking shoes, suitable for both city exploration and uneven terrain in places like the medinas.
• Morocco typically uses European-style plugs, so carry a suitable adapter for your electronic devices.
• Pack sunscreen, sunglasses, and a hat to shield yourself from the strong Moroccan sun.
• Stay hydrated by carrying a refillable water bottle, ensuring a supply of clean water during your travels.

2. Mexico

Taking the 2nd spot on our list for average monthly search volume growth over the next year, ‘holidays to Mexico’ is predicted to grow by 37.7% in the next 12 months.

Like many other countries on our list, search volume tends to peak in January, so we’d recommend adding this country to your list to optimise before the end of this year.

Tourism in Mexico

Mexico is a vibrant tapestry of ancient civilizations and modern charm, enticing travelers with its diverse tapestry of culture. From the ancient Mayan ruins of Chichen Itza to the stunning beaches of Cancun, the country offers a blend of historical wonders and sun-soaked relaxation.

Bustling markets, colorful festivals, and rich cuisine showcase Mexico’s cultural depth. Adventures range from exploring cenotes to hiking volcanoes. With warm hospitality and a lively atmosphere, Mexico stands as a magnetic destination for tourists seeking both cultural exploration and beachfront bliss.

Country stats

• Population: 126.7 million
• GDP per capita: $10,045 (2021)
• Annual visitors: 38 million
• Attractions: Tutum, Xcaret Park,Chichén Itzá,Palacio de Bellas Artes,The Arch of Cabo San Lucas,Museo Nacional de Antropología
• Top holiday providers: Tui, Virgin Holidays, First Holidays, First Choice, Thomas Cook, Travel Republic, Sunshine.co.uk

1. Tunisia

Tunisia is predicted to see the largest growth in average monthly search volume over the next 12 months, predicted to grow by 41.36% over the next year.

Unlike many countries on our list, monthly search volume tends to peak in June, so we recommend optimising this page by the end of Q1 2024.

How to optimise your pages based on this data

As we’ve seen from the data, in the next 12 months, there is quite a bit of search volume growth predicted, which means competition for those countries is fierce.

To help capture the increase in search volume predicted over the next 12 months, creating an SEO strategy that targets queries for those countries is important.

We’ve created guides for crafting relevant travel content and SEO strategies for tourism and travel brands.