Sun, escape from everyday life and the desire to discover new things – all this brings summer, and this year, global travelers are choosing destinations that offer authentic experiences, sustainable tourism and luxury with character. We explored which locations are currently in the focus of global travelers, influencers and travel media – and here are the “must-be” places this summer!
Japan – a nostalgic return to nature
Japan remains a top travel destination, but this summer the focus is not on Tokyo, but on rural areas like Nagano, Kyushu, and the traditional village hotels of Gifu Prefecture. Travelers are looking for peace, greenery, and deep cultural experiences away from the hustle and bustle of the city. Bonus: high-speed trains now connect even more unspoiled regions.
Mexico – Pacific Coast as the new “it” place
Forget Cancun – this summer, everyone is talking about Costa Careyes and Zihuatanejo on the Pacific coast of Mexico. These small towns offer 70s-style luxury, with designer hotels, slow food restaurants and beaches that look like they came straight out of a movie. Ideal for those looking for hedonism without the crowds.
Spain – return to the Balearic Islands, but in a new way
Ibiza is always in fashion, but Formentera and Menorca are shining this year. Less glamour, more peace. Travelers are looking for villas with a view, healthy food and the smell of pine trees instead of nightclubs. The Balearics have become synonymous with the balance between luxury and naturalness.
Iceland – an adventure under the midnight sun
For those who prefer cooler destinations, Iceland is an absolute hit. The summer months bring 24 hours of daylight, which means endless opportunities to explore volcanoes, geysers, glaciers and black beaches. Boutique campsites and natural spa locations are particularly sought after.
Bali and Lombok – the return of spiritual luxury
Indonesia is back on the radar – but with a new approach. Lombok is a quieter, more authentic alternative to Bali, while Ubud and Canggu offer holistic retreats, yoga and remote working. Digital nomads and wellness travelers are creating a new scene in this part of the world.
Croatia and Montenegro – the Adriatic has never been more sought after
And finally – home turf. Montenegro and Croatia are once again at the top of European destinations this year. Boka Kotorska, Luštica, Dubrovnik and Istria are not only flooded with tourists, but have become regular stops for the world's jet-setters. Superyachts, fine dining and old towns under the stars – the Mediterranean as we love it, now in the world's top charts.
This summer, choosing a destination is not just a question of “where is beautiful”, but also where is sustainable, authentic and emotionally powerful. Whether you seek the mountain air of Iceland or the scents of the East, this summer travel is more than a vacation – it is a return to yourself.
Bonus video:
