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Google’s Year in Travel list for 2025 revealed which destinations showed the sharpest increase in search interest as compared to the year before. These places garnered attention thanks to major events, new hotel openings, increased flight routes, or higher value.
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A major football event put Bilbao on the map this year. The UEFA Europa League Final, held in May 2025, garnered global attention. This was primarily due to the participation of English teams. Around the same time, Vueling launched new daily flights from London, which ensured easy access to the city. Apart from sports, the region’s strong culinary scene ensured that the location remained at the top of searchers’ minds.
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Following the announcement of several luxury hotels' upcoming openings in 2025, including Pendry Barbados and Royalton Vessence, Google search interest in Barbados surged. Hotel Indigo Bridgetown also contributed to renewed attention. Airlift support responded with increased service, specifically during the winter months. Many travelers sought beachfront stays and resort packages.
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As headlines spotlighted Ciel Dubai Marina, the world's tallest hotel, Dubai drew more attention this year. The city’s winter season remained the busiest, with travelers planning around milder weather and outdoor activities. Meanwhile, desert safaris, high-rise dining, and waterfront stays dominated booking interest.
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On Spain’s northern coast, Santander offered an alternative to the country's better-known cities. Data show that guests sought destinations with mild summer temperatures and less crowded beaches. Dining was a significant draw because individuals could find seafood-focused restaurants offering excellent value. Hotel prices remained relatively low, especially when compared to those in southern Spain.
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People often associate Ibiza with nightlife, but trends have shown growing interest in other aspects of the island. New developments, such as Soho Farmhouse Ibiza and the “hyperclub” UNVRS, gave it a fresh layer of appeal. Meanwhile, tourists also looked into coves and boutique hotels in the northern region.
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Kraków reached an all-time high in traveler interest. Economic concerns prompted many to seek destinations that offered more for less, and Kraków met that demand. It combined historical significance, walkability, and low average hotel rates. The Old Town’s preserved architecture and nearby cultural sites kept visitors engaged without expensive entry fees.
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By March 2025, travel to Malaga increased more than eight percent year over year. Travelers used it as a spring and autumn destination. The search volume reflected this change, with people looking into earlier travel dates and off-season hotel deals.
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The term “coolcation” trended heavily this year, and Reykjavik benefited directly from it. Departures through Reykjavik–Keflavík Airport rose more than nine percent in July alone, a clear sign of increased interest. Expanded flight routes and interest in off-grid travel made Iceland’s capital more visible. Interested parties explored geothermal spas, Northern Lights tours, and quick escapes with unusual scenery.
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Hosting the UEFA Women’s Euro 2025 final gave Basel a temporary boost, but individuals stuck around for more than just the match. Art Basel kept it on the global culture calendar, while its compact layout made it easy to explore. Many people also hunted for hotels in the Old Town or along the Rhine.
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Numerous tourists looked to Düsseldorf as a smaller and more manageable alternative to Germany’s major cities. Statistics showed consistent interest in the city’s boutique shopping areas, especially around Königsallee. The Old Town attracted attention, too, with beverage halls and riverfront walks getting plenty of clicks.
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