The Next Travel Frontier

There are always new destinations and experiences for travelers who seek them out

Global travel is reaching new heights, with international arrivals surging past 1.4 billion in 2024 and on track to set new records. Iconic destinations like France and Italy remain perennial favorites, but today’s travelers are venturing beyond the usual hotspots. Whether seeking uncrowded gems, exclusive experiences, or new ways to explore the world, intrepid adventurers are redefining where — and how — they travel. They're looking for the next travel frontier.

Stand Out in a Crowd

The tourism sector accounts for around 10% of the world’s GDP, and for many destinations it’s a major source of economic activity. But there can be too much of a good thing.

Home to beautiful architecture, excellent food, and a major cruise port, Barcelona is one of the world’s most popular cities, much to the chagrin of some locals who protested overtourism last summer.

A spokesperson for Barcelona’s City Council told CNBC Travel that the city is “reaching a limit with 17 million visitors per year.”

“Tourism is strategic for the city economy, so it represents 14% GPD,” the spokesperson said. “The measure of success of tourism in Barcelona cannot focus on the volume of visitors, but rather on managing the flow of people so as not to exceed a social and environmental limit.”

Venice introduced a €5 tourist tax for day-trippers in 2024 and has already moved to double that for visitors booking at the last minute. The fragile Italian city built on water has fielded inquiries from other cities looking for ways to combat overtourism.

One of those cities is Kyoto, part of a bustling tourist scene in Japan that brought nearly 37 million visitors to the island nation in 2024. That was 5 million more than the previous record and almost a 50% increase from 2023.

“Problems are primarily caused by the concentration of tourists at major attractions, at certain times of the year and certain times of the day, meaning that not all of Kyoto is affected,” said Toshinori Tsuchihashi, director general of tourism for the city of Kyoto.

One initiative has been the introduction of express buses to take tourists to major sites without disrupting daily life for citizens.

As a broader strategic plan, Japan and other popular destinations are trying to spread visitors out, showcasing all the country has to offer.

Search for Novelty

That’s a major reason why places like the Dolomites – which will host the 2026 Winter Olympics – and Trieste are gaining popularity. Another reason is that with travel so accessible these days, people have already been to the major sites and cities and are looking for somewhere new.

They’re finding it in places like Slovenia, which has emerged as an alternative destination thanks to its food, wine, and the natural beauty of the Julian Alps and Lake Bled. Italy’s neighbor is the size of New Jersey but boasts 63 Michelin-star restaurants within its borders and luxury escapes like Otocec Castle Hotel, housed in a 13^th-century castle on an island in the river Krka.

A staple on emerging destinations lists for years, New Zealand has fully come into its own. It still has new things to offer though, with visitors discovering the wonders of Great Barrier Island/Aotea, an expanse of wetlands and old-growth forests that became New Zealand’s first International Dark Sky Sanctuary in 2017.

Expedition cruises to Antarctica have become more popular, and visitors usually get a landing or two to say they’ve set foot on the continent. With White Desert, which has three camps of luxurious “polar pods” and gourmet dining, they can really claim to have been there and done that. Along with the glamping experience, visitors can make friends with penguins, zipline over a frozen lake, climb ice or go through tunnels made of it. And at the end of the day, you can take a nice, hot shower.

Exclusive Experiences

Though there have been high-profile crashes this year, “air travel remains the safest mode of transportation,” aviation safety expert Anthony Brickhouse told WBAL-TV, “statistically speaking, you’re safer in flight than you were driving your car to the airport.”

With people flying in record numbers, flights and airports are more crowded than ever. That’s why airport lounges, affiliated with airlines or credit cards, have become destinations unto themselves for passengers awaiting their flights. A meet and greet service helps travelers save time at the airport with personal assistance from arrival to departure.

Chase Sapphire opened its U.S. first lounge in 2023 and now offers several across the country, including one at New York’s LaGuardia airport that sports private Reserve Suites, meditation pods, and spa treatment rooms. Visitors to the Qantas International First Lounge at LAX enjoy gourmet food and craft cocktails to rival the top restaurants in their destination of choice.

For those who must have the best at every step of the journey, luxury hotel brands have taken to the skies and the seas. Four Seasons offers private jet journeys that whisk travelers away to the wonders of the world – and to Four Seasons hotels there – in ultimate style. Four Seasons and Ritz-Carlton have introduced their own yacht collections that promise all the comforts of their resorts but with a different view every morning.

“No matter which journey you choose, every moment will be tailored exclusively for you,” Four Seasons declares.

That’s what travelers are looking for these days. In bigger numbers, they are finding it.