Japan and Thailand top the list of the most popular destination for 2024 according to Global Hotel Alliance (GHA). Asian and European GHA members favor Thailand and Japan for the second consecutive year.
North American residents are still planning vacations to Japan, a 2023 favorite, closely followed by getaways in Thailand, Hawaii, and Spain.
Interestingly, social media is the top inspiration source, with 75% of respondents saying they travel to new places after seeing friends’ posts.
Source: Global Hotel Alliance