Social Travel Index 2025
Looking for your next picture-perfect holiday destination? You’re not alone! With hashtags like #holidayinspo, racking up over 271,000 posts on Instagram and #holiday pulling in more than 12 million views on TikTok, travellers everywhere are turning to social media for inspiration. From picturesque cityscapes to hidden coastal gems, the search for your next best holiday or tour has never been more exciting.
With countries and cities racking up millions of likes and shares, we revisit last year’s Social Travel Index 2024 to see how this year’s most iconic holiday hotspots compare. From timeless favourites like Paris to ultra-modern escapes like Dubai, we examine the most talked-about destinations across TikTok and Instagram. We also dive into the most Googled destinations to uncover 2025’s most attractive places to travel.
Dubai is the most popular city destination in 2025
Dubai, United Arab Emirates
Social travel score: 9.13/10
Dubai is 2025’s most popular travel destination, scoring 9.13 out of 10, an impressive comeback from 6th position in 2024. From popular landmarks like the Burj Khalifa, Palm Jumeirah, and Burj Al Arab to five-star experiences at resorts like Atlantis and The Palm, Dubai offers luxury that draws influencers and travellers alike.
The city has amassed over 141 million Instagram posts under #Dubai and nearly 40 million TikTok posts. On Google, it saw more than 310,000 searches for the term ‘holiday in Dubai’ in the past three years, with a 7.65% increase in search interest.
New York, United States
Social travel score: 8.37/10
Home to iconic landmarks like Times Square, the Statue of Liberty, the Brooklyn Bridge, and the Empire State Building, New York offers a perfect backdrop for social media posts. With an 8.37 out of 10 score, the city has moved up from 7th place in 2024 to the second-best destination. New York has over 144 million Instagram posts under its hashtag, making it one of the most shared cities in the world.
Undeniably one of the most Instagrammable city escapes, the Big Apple has also racked up 11.8 million hashtags on TikTok while accumulating more than 202,000 Google searches for ‘holiday in New York’ in the last three years alone.
London, United Kingdom
Social travel score: 8.11/10
Despite falling from second place in last year’s study, London stays in the top three, scoring 8.11 out of 10. There is plenty to explore, from its historic landmarks, such as Big Ben and the London Bridge, to its popular attractions, like the London Eye and Buckingham Palace.
London is a global favourite among tourists, with an impressive 170 million Instagram hashtags and 16 million TikTok posts. The city has received 216,500 Google searches in the past three years for the search term ‘holiday in London’, making it a must-visit destination.
London is the most Instagrammable city
London, United Kingdom
170 million Instagram posts
London remains the most Instagrammable city, with over 170 million posts, up 3% from last year’s 165 million. Beyond its iconic landmarks, the city has hidden gems like cobblestone mews, secret gardens, and vibrant street art that often feature in these social media posts. For breathtaking skyline shots, head to rooftop spots like the Sky Garden on Fenchurch Street – and entry is free!
Dubai is the most popular city on TikTok, most searched on Google, and has seen the biggest increase in Instagram posts
Dubai, United Arab Emirates
38.8 million TikTok posts
310,400 Google searches
13.85% change in Instagram posts
Dubai remains TikTok’s most popular city, with nearly 40 million posts – a 28.5% increase from 2024. It’s also the world’s most searched city for the second year running, with Google searches up 166% to 116,400. Dubai leads Instagram growth too, with a 13.85% rise from 124 million to 141 million posts. From futuristic landmarks and luxury resorts to trending chocolate desserts, hot-air balloon rides, and sunset camel tours, Dubai continues to captivate online audiences and set the standard for viral, must-visit destinations.
Kyoto has the biggest increase in TikTok posts
Kyoto, Japan
191.62% change in TikTok posts
Becoming a rising star on social media, Kyoto has seen a massive increase in TikTok posts over the past year, with a rise of 191.62%, going from 312,600 in 2024 to 911,600 in 2025. World-famous for its sakura (cherry blossom) season, Kyoto is a top destination for tourists and influencers looking to capture the perfect video under falling petals.
Osaka has the biggest increase in Google searches and has the highest increase in rank since 2024
Osaka, Japan
675.29% three-year change in Google searches
Up 21 places since 2024
Osaka has surged in popularity, jumping 21 places to claim the top spot in 2025. The city has also seen an impressive 675.29% rise in Google searches for 'holiday in Osaka' over the past three years. Known for its blend of historic temples, vibrant nightlife, and standout spots like Osaka Castle and Shinsekai, the city delights food lovers with everything from Michelin-starred dining to iconic street eats like takoyaki and okonomiyaki.
Japan is the most popular country on social media
Japan
Social travel score: 9.32/10
Japan retains its crown as social media’s favourite country in 2025, scoring an impressive 9.32 out of 10. From ancient traditions to breathtaking nature, it offers unforgettable experiences, whether riding the Shinkansen for scenic views or spotting free-roaming deer in Nara Park.
Interest in Japan continues to soar, with a 50% increase in search volume over the past three years, 184 million Instagram posts, and 15.6 million TikTok hashtags for #Japan. In the last year alone, over 885,000 people searched ‘holiday in Japan’ on Google.
India
Social travel score: 8.64/10
Diverse, vibrant, and culturally rich, India ranks as the second most popular country on social media in 2025, scoring 8.64 out of 10. From iconic street snacks like pani puri to fine dining in Mumbai, India’s dynamic food scene draws global attention. You can also explore unique wildlife adventures such as tiger safaris or camel rides in Rajasthan.
The country has amassed 313 million Instagram posts and 63.3 million TikTok posts, while over 490,000 Google searches for the term ‘holiday in India’ across three years reflect its growing popularity as a must-visit destination.
Canada
Social travel score: 8.24/10
Home to some of the world’s most picturesque landscapes, Canada ranks in the top three, scoring 8.24 out of 10. With iconic natural backdrops like Lake Louise, Banff National Park, and Niagara Falls, it's an outdoor lover’s dream year-round, offering everything from snowy peaks and golden autumns to cherry blossoms and crystal-clear lakes.
Canada's visual appeal inspires travellers worldwide with over 96.5 million Instagram posts, 22.2 million TikTok posts, and 802,000 Google searches for ‘holiday in Canada’ over the past three years.
India is the most Instagrammable country and the most popular on TikTok
India
313 million Instagram posts
63.3 million TikTok posts
India remains the world’s most Instagrammable country, with over 313 million posts — a 20% rise from 2024. Its vibrant culture fuels share-worthy moments from Jaipur’s City Palace to Holi celebrations. India also tops TikTok with 63.3 million posts, nearly double that of second-place Mexico, and is home to one of social media’s most shared landmarks: the Taj Mahal.
The United States is the most searched country and has the biggest increase in Instagram and TikTok posts
United States
1.6 million Google searches
20.94% Change in Instagram posts
128.57% Change in TikTok posts
The United States remains the world’s most searched country with 1.6 million Google searches — a 42.86% rise from 2024. It has also seen a 20.94% increase in Instagram posts and the biggest TikTok surge at 128.57%. From city breaks and road trips to theme parks and national parks, the U.S. offers diverse, iconic bucket-list experiences that continue to capture global attention.
China has the biggest increase in Google searches
China
54.33% in Google searches across three years
Holidays to China have seen a 54.33% increase in global Google searches over the past three years, reflecting its growing appeal among travellers. With one of the world’s oldest civilisations, the country offers cultural treasures like the Great Wall, the Terracotta Army, and the Forbidden City. For a more modern experience, cities like Shanghai, Beijing, and Shenzhen deliver vibrant, fast-paced experiences filled with a lively nightlife.
South Africa has the highest increase in rank since 2024
South Africa: Up 14 places in rank since 2024
South Africa has made the biggest leap in the rankings since 2024, climbing 14 places to become one of the most sought-after destinations on social media. With its rich culture, unique wildlife, and stunning scenery, the country offers unforgettable experiences—from Table Mountain, Cape Point, and the Garden Route's photogenic landscapes to world-class safaris in Kruger and Addo Elephant Parks.
Methodology
We used the same seeding list of cities and countries as the 2024 edition of the Social Travel Index, which was taken from World Population Review’s and Euromonitor’s lists of the most visited countries and cities, respectively.
We used Instagram to find the number of posts tagged with the country and cities, using the search terms ‘#[CITY]’ and ‘#[COUNTRY].’ This data is accurate as of 28th May 2025.
We used TikTok to find the number of posts tagged with the country and cities, using the search terms ‘#[CITY]’ and ‘#[COUNTRY].’ This data is accurate as of 28th May 2025.
We then used Google Ads Keyword Planner to find the number of Google searches and how the search volume has increased over the last three years. We used the search term ‘Holiday in [CITY]’ for cities to find the number of Global searches between May 2022 and April 2025. For countries, we used the search term ‘Holiday in [COUNTRY]’ to find the number of global searches between May 2022 and April 2025. This data is accurate as of 28th May 2025.
We used the data on Instagram posts, TikTok posts, Google searches, and the three-year increase in Google searches to create a weighted ranking, giving each location a normalised score out of 10 for each factor. We averaged these scores to get our ‘Social travel score out of 10’ for cities and countries.
We also used the 2024 edition of the Social Travel Index to calculate the percentage increase in Instagram posts for cities and countries and the change in rank since then.
Ting has a serious case of wanderlust. Having travelled to over 40 countries, it’s her mission in life to make her way through her ever-growing list. Her two young sons have also caught the travel bug, and recent trips have seen them making snow angels in Iceland while watching the Northern Lights, as well as walking alongside elephants in South Africa.
Ting | About the author
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