The 2025 travel trends indicate a shift in global preferences, with Greek travelers favouring London over traditional favourites, Malta’s rising appeal, and Ireland’s growing focus on digital wellbeing. As people seek new experiences and a balance between technology and real-world interactions, travel choices are evolving significantly.
Greek Travelers Turn to London
London has now overtaken Rome as the top international destination for Greek travelers. Previously ranked third in 2022, London has surged ahead, reflecting changing tastes and interests among tourists. This shift signals a move beyond classic European hotspots, with travelers drawn to London’s vibrant mix of culture, history, and entertainment.
While Rome held the top spot for two years, London’s growing popularity highlights a change in Greek travel patterns. Other destinations such as Istanbul, Vienna, and Barcelona continue to rank highly, while Dubai maintains its appeal as a sought-after non-European getaway.
Digital Detoxing Gains Momentum in Ireland
Beyond travel preferences, the trend of digital detoxing is gaining traction, particularly in Ireland. A recent study by Wisetek Market EU found that Ireland ranks second globally—just behind Australia—in searches related to digital wellbeing.
With terms like ‘screentime’, ‘dumb phone’, and ‘right to disconnect’ seeing increased online interest, it’s clear that many Irish individuals are actively seeking ways to reduce screen time. The study, based on Google Trends data, awarded Ireland 381 points out of 700 in the global digital detox ranking, highlighting a growing commitment to mental wellbeing.
“Ireland’s position in the rankings demonstrates a significant shift towards mindful technology use,” said Teresa McCarthy, e-commerce sales manager at Wisetek Market EU. “This isn’t just a passing trend—it’s a lifestyle change.”
The demand for ‘dumb phones’—basic mobile devices that minimise distractions—has surged by over 1,300% since 2020, reflecting a desire for simpler communication tools. Many Irish residents are also adopting practices such as setting screen time limits, avoiding devices before bedtime, and embracing the country’s Right to Disconnect legislation, which protects employees from work-related communications outside working hours.
Malta: The Rising European Hotspot
Meanwhile, Malta is emerging as the top-trending European destination for summer 2025. Online searches for travel to Malta have increased by 57%, outpacing other Mediterranean favourites like Rome and Barcelona.
Travel industry analysts attribute this rise to Malta’s unique blend of stunning beaches, rich history, and year-round sunshine. Positioned between Sicily and North Africa, the island nation offers an ideal mix of relaxation and cultural exploration, making it a prime choice for holidaymakers in 2025.
The Future of Travel in 2025
As travel habits continue to evolve, destinations and tour providers are adapting to new demands. Greek tourists are expanding their horizons, Ireland is embracing digital balance, and Malta is solidifying its position as a must-visit European gem. These 2025 travel trends reflect a deeper shift—one where travelers prioritise both enriching experiences and mindful living.
